In 2015, Google hatched a plan to save the mobile web by effectively taking it over.
They called it Accelerated Mobile Pages, or AMP) a new format for designing mobile-first webpages.
Before it was called AMP, Google’s nascent web standard was known as PCU, or Portable Content Unit.
But the fight to fix themobile web wasn’t just an altruistic move in the name of teamwork and openness; it was a defense against what the company saw as Too hard.
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Why?
Because smartphones became the default browsing experience for billions of users around the world, and the mobileweb was becoming the only web that really mattered.
It’s too hard.
But Google has come up with a new solution.
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