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The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Abhiraman Goud G C L, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur


Google strikes again with the introduction of new feature “AMP-Accelerated Mobile Pages”. While the tech giants like Facebook and Apple have started off earlier in the race, Google has scaled it up to outsmart their efforts.

This feature enables the users to access web pages with a greater speed than before. The Google search suggests the users to access the web-pages created by using AMP. This comes as a great relief for the users who have to wait for minutes together for the web-pages with high graphic content to load. Though the AMP version of the web-pages lack all the graphical content in the page, they project the relevant text content.

It took Google over 150 days and 5000 developers for the idea to go live. With increase in the mobile penetration around the globe, it is pretty important for the E-Commerce companies to redesign their web-pages to match the internet speeds of the mobile phones. This move by Google has made things easier for all.

AMP might pose a challenge for the advertisers in websites as most of the content is barred. The faster loading rate of the content would definitely draw the user’s attention to the AMP over traditional pages.

All in all, it’s beneficial from a user’s perspective.


How Google AMP will transform the way we search on mobile phones



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