Google pitches AMP Email for Interactive and Actionable Experiences

Google's push with its Accelerated Mobile Pages (AMP) platform, isn't slowing down a bit, as the company now pitches AMP email for better engagement, and actionable email experiences.

While the email has undergone some changes over the decades, the basic idea of simplicity has remained unchanged, and since its general standardization in the late 90s, interoperability and privacy has become baked into the email system.

Now, the email works more reliably and available on virtually all platforms cum operating system, on every device. Albeit, emails generally are somewhat static because messaging are so, as the concept of communication via the internet is based around the telegraphic model of exchanging one-way packets with static payloads.

The crossroad between email's design and websites/apps are overwhelmingly the interaction possible with the later.

And the email doesn’t actually download stuff on its own, as it doesn’t run scripts, and attachments are discrete items, unless served as images in the HTML, which is rather optional. Google, however wants to change all that, by essentially allowing applications to run inside emails.

Google aim to make the content itself as part of the AMP system it has defined, employing its privileged position as the means through which people find content online.

For instance, as Gmail users leave the platform to go to online stores, social media, and other places; Google intends to bring the everyday tasks inside Gmail, and exerting control over the intimate details, while defining what other companies can and can’t do inside the email system.

But critics already sees AMP as a blight on the web, and equally posit that it will be bad for email too. And the fears stems from the fact that ads and trackers stick around the content, thus undermining the users privacy.

AMP Email is currently available to developers who request preview access, though Google plans to roll it out to all users later.
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John Onwuegbu
2/25/2018 delete

The AMP project is certainly bound to fail, just like other half-baked Google initiatives that never quite took off.