No winners or losers … yet
It's unlikely that a clear winner will emerge in the battle between AMP, Apple and Facebook because of their segmented and disjointed audiences, according to Forrester's Facemire. "I think we have an opportunity for some lesser wins across the board."
If Google succeeds in speeding up the mobile Web, its efforts could benefit all parties. "This is another iteration of what [Google] does to increase the speed and therefore increase the overall experience of the Web," says Facemire. "That benefits everybody — consumer, producer of content, and these platforms that support content — so I think it's too early to say who's going to win here."
Google released the initial technical specification for AMP on GitHub on October 7. The company plans to work with other participants on the project during the coming months to build more features and functionality for content, distribution and advertising.
More details on the initiative are available on AMPProject.org.
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