BENGALURU: To make online news a faster and easier mean of access, Google is bringing out new options like Apple news or Facebook articles on walled options.

Google also launched Accelerated Mobile Pages (AMP)  to bring in a change in the display of mobile pages.

The AMP page design aims to load pages in seconds and display ads that don’t lose the user interest. This free and open source facility can be used by any web publisher or can be linked with any website.

AMP will also be integrated in Google news.

To put this fast technology in use, Google is already working with tech firms like  Twitter, Pinterest, WordPress.com, and LinkedIn. Publishers like Les Echos, BBC, the Financial Times, and the Wall Street Journal are helping Google on the same.

Google's vice president of engineering for search David Besbris commented "Smartphones and tablets have revolutionized the way we access information, and today people consume a tremendous amount of news on their phones."

Besbris further added, "Publishers around the world use the mobile Web to reach these readers, but the experience can often leave a lot to be desired. Every time a webpage takes too long to load, they lose a reader."

Editor-in-chief of La Stampa, an Italian daily, Mario Calabres said, "today legacy media need to take their journalism beyond their website, to go where the users are."

Google News chief Richard Gingras said, “We love the Web but it's not fully satisfying... pages load slowly, sometimes erratically."

Apple's updated iOS 9 mobile operating system has Apple News launched in September 2015, delivers content along with 50 partners like New York Times, Vanity Fair and Vogue.

"Instant Articles" initiative by Facebook generates news 10 times more quickly in sync with several other organizations.

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