Does AMP Counter an Existential Threat to Google?

When AMP (Accelerated Mobile Pages) was first announced it was right inline with Google’s long standing project to make the web faster. Nothing seemingly out of the ordinary.
Then I listened to a great interview on This Week in Google with Richard Gingras, Head of News at Google, that made it clear AMP is more than just another forward looking initiative from Google. Much more.
What is AMP? AMP is two things. AMP is a restricted subset of HTML designed to make the web fast on mobile devices. AMP is also a strategy to counter an existential threat to Google: the mobile web is in trouble and if the mobile web is in trouble then Google is in trouble.
In the interview Richard says (approximately):
The alternative [to a strong vibrant community around AMP] is devastating. We don’t want to see a decline in the viability of the mobile web. We don’t want to see poor experiences on the mobile web propel users into proprietary platforms.
This point, or something very like it, is repeated many times during the interview. With ad blocker usage on the rise there’s a palpable sense of urgency to do something. So Google stepped Continue reading
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