Google Has a Solution for Faster Mobile Content: AMP

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Google launched the Gmail Developer Preview of AMP for Email on Tuesday, opening up new capabilities for developers to make content in emails more usable and up-to-date.

AMP for Gmail looks to be a very similar feature, but specifically for emails.

Google launched the Gmail Developer Preview of AMP for Email, enabling new levels of interaction and collaboration within emails. With the format, publishers can use images, videos and graphics - with the goal of engaging users more quickly and deeply.

Google expanding the capabilities of its open-source Accelerated Mobile Pages framework that's created to make mobile web pages more interactive and faster to load.

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The multimedia format is part of Google's Accelerated Mobile Pages (AMP) project, a competitor to Facebook's Instant Articles that helps load pages faster on mobile devices. With AMP Stories, Google is now giving users more reasons to stay on its search engine and keep on browsing. To address this, Google may end up using its AMP HTML specification. In simple terms, Gmail users will be able to achieve more without leaving the email once developers tap into "AMP for Email". Google wants to change this and give developers the freedom to create AMP-based pages that can be easily acted upon from inside the email, for instance, actions based on flight details or browsing through Pinterest without opening a new page. Like Snapchat or Instagram stories, AMP Stories bring in the same format when delivering news and other updates from online publications.

For instance, an email from Pinterest will allow you to browse through images and interact with content - exactly as you would do on the site - but within the email itself.

All the way back in 2015, high-speed internet on the mobile platform was not an option for most users.

Google's project is geared at companies who rely on email, such as newsletters, to provide real-time information to their subscribers. Google, meanwhile, is planning to roll out support for Gmail later this year.