AMP reminds me of &quot;i-mode&quot;, a Japanese mobile HTML variant originally launched in 1999 that was hugely popular in the country for many years:<p><a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;I-mode" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;I-mode</a><p>Then, as now, regular HTML pages were considered too slow and complicated for mobile phones. I-mode was conceived by the large network operator NTT Docomo.<p>The big difference is that NTT Docomo were the exclusive gatekeepers for publishing content. Google also gives you the option of publishing AMP content on their CDN, but it&#x27;s not mandatory.