Since May 2015, the digital arena has been surprising numerous users across the globe. With Facebook aiming to revolutionize mobile experiences and content consumption with ‘Instant Articles,’ it was time for its contemporaries like Google to up the ante and come up with innovations.
As one of the largest and most popular global networks, Google never fails to surprise its followers. Right within four months of the launch of ‘Instant Articles,’ Google came up with AMP or ‘Accelerated Mobile Pages.’ As an open-source, revolutionary, and web-based innovation, AMP has a lot to offer to users.
Even though ‘Instant Articles’ and Apple’s ‘Apple News’ are predecessors, there’s no denying the fact that AMP will catch up soon. Here’s what you need to know about AMP.
Identifying the crucial problems
Google’s AMP revolutionizes content consumption on mobile devices and offers solutions to critical problems. But, what are these problems or issues? It will be better to identify those issues before getting into the discussion.
While reading contents on your mobile devices, you must have come across critical issues. Slow page loading, erratic behavior, and unpredictable actions affect User Experience in a negative manner. But, why does it occur in the first place? Here are the potential reasons:
Interference from 3rd party integrations
Bandwidth limits already constrain most of the devices. The added pressure of advertisements and tracking techniques results in further interference. These integrations affect page-loading speed thus making it slower.
Although responsive websites are expected to offer similar experiences in desktops and mobiles, that’s not what happens in reality. Some of the responsive sites fail to offer perfect viewing in mobile devices thus affecting the page speed and appearance in a negative way.
It’s here that ‘Instant Articles’ and AMP emerge as the much-awaited saviors. An article takes almost 8 seconds to load on your Smartphones and mobile devices. These content-viewing and publishing solutions can reduce the time thus improving UX.
Differentiating AMP from the rest
When it comes to digital publishing solutions, you will come across effective options such as ‘Accelerated Mobile Pages’ and ‘Instant Articles.’ But, how does Google make a mark with AMP? Let’s find out!
While Apple News and Facebook’s Instant Articles’ share exclusive features such as syndication-driven formats, in-app experiences, and performance-focused approaches, it is AMP that claims to be different.
Identifying the key differentiators
So, how does AMP claim to be different and exclusive? Here are the features:
Web-based experiences: You can render AMP documents only in WebViews and browsers. AMP ensures an amazing web-based experience for users.
Performance-oriented: While ‘Instant Articles’ and ‘Apple News’ are experience-oriented solutions, AMP happens to be performance-oriented. The solution gives greater importance to the performance of its documents than its appearance or aesthetic appeal. AMP articles are highly attractive and can be rendered quickly.
Atomic documents: The AMP documents are independent. They are partially rendered, parsed, and validated by AMP Runtime, but aren’t a collection of metadata.
These are some of the features that differentiate AMP from the other two solutions. On that note, let’s turn to a few crucial aspects for a complete lowdown on ‘Accelerated Mobile pages.’
Decoding and defining AMP
If we get into the details, you will find that AMP isn’t on the client-side. While Apple News and Instant Articles share custom renderers and proprietary syndications in common, AMP comes without a dedicated client-side server.