Remember the early days of the Web, when loading a site on your desktop's browser took forever? We just wouldn't accept that sort of sloth these days.
Google is counting on the same load-speed-is-better concept with its Accelerated Mobile Pages, or AMP, project. It's meant to cut the load time of a non-app webpage from two or three seconds down to milliseconds. It does this via a different kind of code, and the increase in speed is amazing.
Although Google just announced AMP on Wednesday, it already has a demo available. You can try it yourself by opening your phone's browser and going to g.co/ampdemo. We typed "New York Times" into the browser, since it's an AMP partner, and the load time for the stories was unbelievably fast.
This is Google's response to Facebook Instant Articles and the new Apple News app in iOS 9. It ensures that you have an incentive to use the Internet on your mobile device through a browser (and through Google's search engine) instead of just within apps like Facebook and Apple News.
Give the AMP demo a try and let us know what you think in the comments below. Is this a game changer for the mobile Web, or are apps the future of mobile? We want to hear what you think.