Alphabet Inc (NASDAQ:GOOGL) Moves To Expand AMP Use And Features As Popularity Grows

The adoption Google’s Accelerated Mobile Pages is increasing across the globe two years after it was launched. Initially, it was aimed at publishers in the mainstream media such as The Huffington Post, but the service has now grown to incorporate non-media websites and even beyond Google’s domestic market of the United States.

During the recently concluded AMP Conference that was held in New York City, two Chinese search engines, Sogou and Baidu Inc (ADR) (NASDAQ:BIDU) announced that they would be supporting AMP. Yahoo! Inc. (NASDAQ:YHOO) Tumblr and Yahoo Japan have also pledged to support the system.

“AMP was an opportunity to collaborate with other companies, platforms, and publishers, and to help tackle some of their biggest pain points, [but we] thought there was something interesting we could do with it,” the Product Manager of AMP, Rudy Galifi, said in an interview with Digital Trends.

Faster loading times

As the name suggests, one of the main benefits of AMP is that it allows webpages to be loaded at a much faster rate. One of the ways AMP does this is through a cache which stores, on the servers of Google, webpages that have been slimmed down. AMP then quickens the loading speeds through AMP Lite which takes over when slower internet connections are detected. This also happens on smartphones with low computing power and processing speeds. AMP Lite has now been launched in Malaysia, Vietnam and other countries suffering from bandwidth constraints. This has result in data transfer being reduced by up to 40%.

Image compression

AMP is also capable of compressing images when slow internet speeds are detected. External fonts are also optimized to allow for their display irrespective of whether they had been cached. On average, webpages which are AMP-enabled consume data that is 10 times less compared to pages that aren’t AMP-enabled. For e-commerce platforms, this is important because speed is highly correlated with the rates of conversion and ultimately sales. To further enhance AMP, Google is considering introducing new features and toolsets.

On Wednesday shares of Alphabet Inc rose by 0.19% to close the day at $847.20.

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