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Bing rolls out support for AMP (Accelerated Mobile Pages)

The Accelerated Mobile Pages (AMP) is a technology that aims to speed up mobile browsing. It works by using a simplified markup based on HTML. This format reduces clutter and only allows a limited number of features.

AMP is widely thought of as as a Google technology, but it is an open effort and now Microsoft's Bing search engine has rolled out support for it.

Accelerated Mobile Pages are completely separate from the main version of the published content. They must be published in a separate URL than the full version and are a change from the Responsive Web Design (RWD) paradigm that has been the mainstream method for providing mobile browsing support.

Similar to older efforts like WAP or the iMode (popular in Japan in the late 1990s) content publishers must create a separate layout and URL for their content. In Microsoft's internal testing AMP format pages loaded on average 80% faster than their RWD equivalents.

Following Google's roll out of AMP support in Mobile SERPs in September 2016, Microsoft's Bing search engine now also supports Bing. As a first step the format is supported in on the Bing App for iOS and Android:

Building on this great experience, we’re excited to share that the Bing App (for both iOS and Android) now supports AMP, an open-source initiative that makes searching, browsing and reading news even faster.

The exclusion of Windows Mobile platform is another indication of Microsoft winding down it's mobile efforts. In the future, however all regular browser users will be receiving support for AMP as the specification gets more and more commonly implemented.

With AMP now being supported by Microsoft, a number of ad providers as well as analytics platforms, it's now safe to say it is no longer a Google focused technology: Bing App joins the AMP open-source effort

Written by Jorgé on Sunday September 25, 2016

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