Google, a giant in the search engine market, on Wednesday officially introduced the "Accelerated Mobile Pages (AMP) Project" to increase the speed of the mobile web. The AMP project is designed to fasten the loading of news articles on mobile screen. During the testing period, the project gained more users from the publisher community, technology firms and technology oriented advertisement companies.

These firms applied the AMP technology on their sites to enhance the mobile web for their users. The release of AMP comes after the testing period of four months. The users can easily find Google's AMP webpages in their related mobile search after this official launch. When the user search for a topic on the mobile search engine, the web pages coded according to the AMP's strategies will be displayed in the Top stories segment of the results page.

With the help of Google's AMP, users can quickly load the news article they wish to read and easily flip through the results page. AMP is a boon for many mobile web users as the web pages in AMP could load four times quicker than the ordinary web pages. In addition, the AMP web pages consumes data 10 times lesser than the usual web pages.

BBC quoted Sundar Pichai, chief executive officer of Google, who said that the company intended to defend the news firms over the charges of late distribution services. Over 160 news firms across Europe took part in the initial testing phase of the AMP project. Moreover, Wordpress also made AMP available to its users in order to increase their sites traffic. The AMP web pages support the use of tap and paywalls into the ad networks, however they will prevent the pop-up ads and sticky image ads from being displayed.

The conventional HTML page with Javascript code consumes more power and drains the life of the battery in a short time. However, this is not the case with the AMP web pages, where the use Javascript code is totally absent. According to Robin Pembrook, executive of BBC, many news providers including BBC News is benefited by this innovation in the mobile web pages. BBC News derives 65% of its traffic from mobile devices and that this technology will further stimulate this performance. In addition to these advantages, the AMP technology has one more benefit, users can easily adopt AMP pages without Google's permission.

AMP is similar to Facebook's "Instant Articles," which allows publishers to host their articles directly with Facebook. However, in AMP, the article issuers must host their content themselves with the search engine by saving AMP web pages momentarily to fasten the loading, THE WALL STREET JOURNAL said.

With AMP project, Google aims to help both the publishing world and users to enjoy fast loading of the content. Users need not wait for a long time to read the news articles they want as it happened with the conventional HTML pages.