What's next in AMP? (AMP Conf '17)

MALTE UBL: Yeah, really quick. My name is Malte. I'm the creator and tech leader of AMP. This is Rudy. RUDY GALFI: I'm Rudy, product manager on AMP. We're almost at the end of the day here. How is everyone feeling? Good, good? Actually, I think we've had a really great sequence of talks. I hope it's been really helpful to hear from folks in first person, their experience building AMP. And I'd actually like to just have everyone give a quick round of applause, again,

to all the great speakers we've had throughout the day. [APPLAUSE] Yeah. Hopefully, you've been learning a lot hearing from all these folks who are working on AMP or building with AMP, and ultimately doing what we're all looking to do here, which is help bring a better mobile web for users all around the world through AMP. Right after this talk, we're going to move to a Q&A, as I mentioned, so get those questions ready. But what we're going to do now is we thought we'd talk a little bit about some of the next steps that Malte and I, and the others working

closely with the project, see for AMP. Before we dive in, it's worth stopping to just note that the question of what's next in AMP is really something that we all play a role in helping to shape the answer to. Why is this? Well, whether it's filing issues or the chats we have in Slack, or even on email and face-to-face meetings-- whether we're separated by screens or not--

all of the activity that you all do, all of your contributions and input, help propel AMP forward each and every day. And sometimes the paths on-- the next steps on this path are relatively easy to anticipate. And then sometimes, there'll be a GitHub issue or some discussion and something totally unexpected. And that's totally by design. When we started AMP, I couldn't imagine setting the project up in a different way than how we have it, which is as an open source collaboration where ideas can come from anywhere, features can be built by anyone, and bugs can be fixed by anyone. And so we're stronger at this working together.

And I have no doubt that the trajectory of AMP is changed by the fact that we're meeting here today, that we're having discussions, that we're learning about each other's work. And we're going to carry that forward in determining what next steps we do take. Just to recap, as we think about the future of AMP, it's worth reflecting on the early days of AMP. And they were reasonably straightforward. We had discussions with news publishers to help shape this,

initially. And the steps we wanted to take were pretty easy to see. We wanted to ship a JS library that would run really fast and show static news content blazingly fast. We wanted to make ubiquitous interactive features, like image carousels and light boxes. We wanted to support those through nice web components. Of course, ads, it should support ads, at least a little bit. And maybe tracking pixels are OK for the first launch, which is what we had in the developer preview. And a full-blown analytics solution

could wait maybe a quarter. And finally, with news publishers, of course, payables are a pretty critical feature. And so that was another one that we had our eyes on right from the get-go. Again, reasonably straightforward, like a checklist. But then from there, things branched a bit. So this is when we started listening a lot more and hearing the feedback that was coming in. And so you heard from Natalia this morning about publishers who wanted to do even more effective onward journeys. And so we built features like amp-list that let you dynamically populate these onward journey

links at the bottom of news articles. Or we heard, hey, wouldn't it be nice to take this page and give some insight into the broader site structure, be able to help navigate users to the different sections of a news site or any site? And so we built navigational menus supported by AMP side bar. Or thinking more about dynamic experiences and live blogging, it was an election year in the US this past year. Sports is always going-- sports are always coming in and out of season and people love keeping up with these events. So we built things like amp-live-list to enable live updating content pages in AMP.