Google Spearheads Effort to Hook Mobile Web on Speed

Google on Wednesday announced Accelerated Mobile Pages, or AMP, an open source initiative to speed up mobile Web page loading. The aim is to have Web pages with rich content -- such as video, animations and graphics -- work alongside smart ads and load instantly, with one code working across multiple platforms and devices. The project will use AMP HTML, an open framework based on existing Web technologies, which lets developers build lightweight Web pages. That raises the question of whether lightweight Web pages will lack rich content.

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