MOUNTAIN VIEW, Calif.—The company responsible for a large fraction of the hours we while away on the web isn’t happy with how inefficiently we spend that time on our phones.
At its I/O conference here, Google (GOOG, GOOGL) touted the progress of Accelerated Mobile Pages, an ambitious initiative to remake the mobile web into a faster, lighter and less irritating medium—yes, even the ads that help pay for it. That is a laudable effort, and the web giant has a good story to tell so far. But it also needs to address lingering concerns about its intentions.
Amped up about AMP
The basic idea is to take the HTML code behind every web page and strip out the cruft: over-sized images, scripts that run redundantly in the background, and other junk that contributes nothing to the reading experience.
The results can be impressive—see how fast this post can pop onto your phone in AMP form?
At last year’s I/O, Google news head Richard Gingras said AMP pages load four times faster and use a tenth of the data of a non-AMP page. At a Wednesday evening presentation here, AMP lead Malte Ubl said better compression techniques allow images on AMP pages to need half as much data as a year ago.
Rob Pegoraro.
Full story at Yahoo News.
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