Google partners with key internet companies to give you a faster mobile web experience


After announcing plans to launch lighter mobile web pages in India earlier this year, Google has taken its effort to optimize user experience to a new level by partnering with internet companies such as Adobe, WordPress, Pinterest, Twitter, Linkedin and several others to ‘make the mobile web experience better for everyone’.

In a post on its official blog, Google announced the Accelerated Mobile Pages Project, an open source project aimed to change the way users experience the mobile web. The blog states that for many, the mobile web is nothing but a ‘slow, clunky and frustrating experience.’

With the Accelerated Mobile Pages Project, Google aims to enable mobile optimized content that loads instantly, everywhere.

Many in India would relate to the frustration in browsing through webpages while connected on patchy and slow mobile data networks, especially while travelling. Since Google is now partnering with companies such as Linkedin, Twitter, Pinterest and WordPress, content networks could now optimize in such a way that information is served in the most efficient manner.

With an active participation from the most popular companies, the distribution network is expected to be more optimized. However, a portion on the website of the Accelerated Mobile Pages Project mentions the possibility of preserving ‘the open web publishing model and revenue streams so important to the sustainability of quality publishing.’

At first instance, it is a great step to enable smoother, faster, and more efficient mobile web browsing on slower networks. But to understand the reason for Google’s interest in this area, we may have to consider that Apple is opening up to the idea of blocking ads across websites and even native apps.

Recently, Apple approved an application known as Been Choice that lets users block ads in native apps including Facebook. It does this by deep level packet analysis and filtering out ad traffic. Since Google will be significantly hurt by such trends, it seems to be proactively ensuring the objective of fast mobile web browsing is accomplished, while protecting interests of advertisers, which seems like a win-win for everyone.

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