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FT joins Google on launch of AMP

The Financial Times is launching Accelerated Mobile Pages (AMP), which allows sites to build light-weight versions of web pages that can load almost instantaneously on mobile.

The goals of AMP are to enhance speed and performance across devices and platforms, improving the mobile ecosystem for everyone — users, content providers, creators, advertisers and platforms – with pages that load quickly, scroll smoothly and text that doesn’t jump around as images load, says the FT.

Jon Slade FT’s B2C Managing Director said: “We’re delighted to be part of AMP at launch, and to have worked with Google on its development. It shows a lot promise for mobile content discovery and monetisation of quality journalism, with robust analytics at its core.”

The FT says it has long made it a priority to offer readers access to its journalism how and where they choose, where it supports reach with new audiences and helps build habit among subscribers.