Google Rolls Out Mobile Project for Fast-Loading Pages

The launch of Android 6.0 Marshmallow, the latest version of Google's mobile operating system, earlier this week appears to have opened the floodgates for a wide range of new apps and initiatives.

Since the OS rollout began on Monday, the company has also announced a new mobile publishing initiative called AMP, support for in-app translation and even a space launch contract for one of its Google Lunar Prize teams.

AMP, which stands for "Accelerated Mobile Pages," was unveiled this morning at an event in New York. Google's answer to Facebook's Instant Articles and Apple's Apple News, the AMP project already has a large number of international partners, including The New York Times, the UK's Guardian, Germany's Zeit Online and Brazil's Editora Abril.

Aimed at enhancing news delivery and reading on the mobile Web, AMP enables publishers to optimize their content once and "have it load instantly everywhere," according to Google. Built on an open source platform, AMP files work like regular HTML pages but rely on a more limited set of technical functions that "prioritize speed to provide a faster experience for users," the project's FAQ stated.

AMP an 'Open-Ecosystem' Alternative

While AMP is currently available only as a developer preview, users can see a demo of the project in action in at The demo pages feature content from "a limited set of participating publishers," including The New York Times, and more topics such as Mars, Syria and fashion, according to a blog post by Google software engineer Daniel Rocha.

Google cited research from the Mountain View, California-based Web performance testing company Soasta that found a one-second improvement in mobile Web page loading could boost customer conversion rates by up to 27 percent. In the case of one online retailer that Soasta tested, conversion rates hit a peak of 1.9 percent...

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