Google: AMPs Up One Doubter of the One True Way, an Old Way at That

May 29, 2019

If you want the North American and Western European Internet on your mobile phone, you may have to deal with AMP. “Cake or Death: Amp and the Worrying Power Dynamics of the Web” is one more person who has figured out how online coalesces into a monopoly or two. Is this news? No, but it sure is for some people.

The write up explains that there are three issues with Google’s unification of what one obtains when querying the “Internet”. These are technical, user experience, and commercial.

Technical. We noted the explanation of Google’s portal state. Not new. The idea is that one never leaves the Google walled garden.

User experience. Our reaction is that it is too late. With more than 60 percent of Google’s queries coming from mobile. One’s experience is what Google wants to deliver. Example: I disabled the Play store on my Android device. Google sends messages when I listen to voice mail. As a result, voice mail is broken. Does Google care about this experience? Nope. Amp experiences? Nope.

Commercial. The write up dances around the obvious. Google has to generate revenue from sources other than giant Web pages with ads. Now the Amp pages are tiny and the old school revenue is shrinking. Yikes. Solution? Sell anything and everything to whoever will pay. The user experience on most Google services delivered on a mobile device are terrible. Can you use a Google Map? Can you figure out how to get rid of messages that cover up the map?

To sum up, this is an interesting article, but it is coming about a decade after the plumbing was explained in excruciating detail in Google technical papers (no longer online by the way) and Google patents from a decade ago. I explain some of these “inventions” in my decade old monograph “Google Version 2.0: The Calculating Predator.” If you want a copy, let me know. Write darkcyber333 at yandex dot com.

Stephen E Arnold, May 29, 2019

Written by Stephen E. Arnold · Filed Under Business strategy, Google, News

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.