7. Next Generation Mobile Web

In it's simplest form the Next Generation of Mobile Web experiences will deliver users faster experiences with greater functionality as a result of AMP and PWA.

The Accelerated Mobile Pages (AMP) project is built on top of existing web technologies to enable blazing-fast page rendering and content delivery. AMP sites use a straightforward way to create web pages that are compelling, smooth, and load near instantaneously for users. AMP pages are fast to load, and critically, remain fast user experiences.

PWA (Progressive Web Apps) ​eliminate friction by using the web to deliver app-level experiences. PWA's bring the rich functionality of an immersive App experience to the browser including offine browsing, push notifications, improved speed benefits and icon add-to-home-screens. The often look and feel like apps, but run in the browser instead of having to be downloaded from an app store.




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Introduction to AMP

What is AMP ?

AMP pages provide a faster, smoother, and more engaging mobile experience. In general, faster load times reduce abandonment and bounce rates, which can increase conversions and improve the overall ad performance.

​The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.

Users can access AMP pages via links on distribution platforms (e.g., search engines) or sites. Some platforms (e.g., Google, LinkedIn, Twitter and more), will always serve AMP pages by default on mobile, when available. Some platforms (e.g., google.com, bing.com) take an extra step to cache your content for a much faster user experience. 

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Why AMP? 

​​AMP provides higher performance and engagement levels. Web pages and ads published in the AMP open-source format load near instantly, giving users a smooth, more engaging experience on mobile and desktop.

​AMP also offers a high level of flexibility and results from the outset. Advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.


Getting Started with AMP

Introduction to Progressive Web Apps (PWA)

What is a PWA?​ ​​

Progressive Web Apps are user experiences that have the reach of the web, and are:

  • Reliable - Load instantly and never show the downasaur, even in uncertain network conditions.
  • Fast - Respond quickly to user interactions with silky smooth animations and no janky scrolling.
  • Engaging - Feel like a natural app on the device, with an immersive user experience.

This new level of quality allows Progressive Web Apps to earn a place on the user's home screen.


Why Build a PWA? 

​Building a high-quality Progressive Web App has incredible benefits, making it easy to delight your users, grow engagement and increase conversions.

Worthy of being on the home screen

When the Progressive Web App criteria are met, Chrome prompts users to add the Progressive Web App to their home screen.

Work reliably, no matter the network conditions

Service workers enabled Konga to send 63% less data for initial page loads, and 84% less data to complete the first transaction!

Increased engagement

Web push notifications helped eXtra Electronics increase engagement by 4X. And those users spend twice as much time on the site.

Improved conversions

The ability to deliver an amazing user experience helped AliExpress improve conversions for new users across all browsers by 104% and on iOS by 82%.

Faster Loading with data & space savings

​Twitter's PWA, Twitter Lite, takes up less than a megabyte, saves up to 70% on data, and loads 30% faster. First loads for Twitter Lite clock in at under five seconds over 3G networks on most devices, and subsequent loads are nearly instant, even on flaky networks.

Getting started with a PWA