Google’s AMP project is one of the organizations more productive and popular projects with regards to making the Internet a better place. The company has announced that it is expanding the same in Asia in partnership with Baidu, Sogou and Yahoo Japan, who will both be connecting directly to Accelerated Mobile Pages.

In case you have not been following the progress of the Internet, AMP or Accelerated Mobile Pages is Google’s framework for ensuring the creation of content that can load faster. Google first announced the project in 2015 and since then, has quietly been making many converts. It isn’t finding the task too difficult — after all, who wouldn’t want their websites to load faster?

Meanwhile, Google is now looking to make a push into the hitherto ignored (relatively of course) Asia Pacific. And towards the same it has partnered up with Baidu and Sogou — which together account for as much as 90 percent of the Chinese search market. The search engine giant announced the same at its first AMP developer conference held in NYC today morning.

Yahoo Japan, Baidu and Sogou are not the only companies to ahve entered into partnership with Google regarding AMP.  Bing, Pinterest and LinkedIn are only some of the other companies that have linked arms with the search engine giant. And there have been significant returns on investments as well.

Interestingly, the platform also saw the different and varied uses AMP can be put to. The framework when launched was aimed mainly towards content with the intent of making websites and articles faster. Why was this important? Well, consider all the effort Facebook has been putting into its platform so as to ensure that you can access articles even on slow Internet connections. Other websites obviously don’t intend to let Facebook have a  monopoly over such a thing and hence, comes AMP.

Meanwhile, Google also showed off a messaging application that was built using the AMP framework — illustrating the company’s point that the framework could be used for much, much more beyond making static, content-driven websites easier on the Internet. Google hasn’t really gone into these other potential uses yet and for all we know, the company will keep its focus on content websites for the near future. However, it is interesting to note the potential that is there.

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