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Search engine giant Google LLC on Tuesday is stepping up its efforts to transform the way the web works, as it introduces a new technology that allows publishers to create stories in a format similar to those of social media apps Snapchat and Instagram.

The Menlo Park-based company is introducing a developer preview of AMP Stories, a visual-oriented content format designed to offer publishers new storytelling options that can be viewed anywhere on the web.

The new technology is rolling out gradually. Starting this day, users can discover stories by searching for publishers involved with the trial on Google, or through a mobile link that leads to a trial version of the stories.

AMP stories is part of Google’s Accelerated Mobile Pages (AMP) project, which aims to improve the loading time of publishers’ web pages on smartphones and tablets.

Advertisements are not yet included in AMP stories, but the tech group is currently in the middle of developing support for the ads. The specific time frame was not stated.

The ads will be primarily sold directly by publishers, allowing them to get hold of all of the revenue from the ads they sell.   

Resembling Snapchat’s Discover section, AMP stories lets media companies to publish parts of text, video, photos, and graphics that viewers can tap to proceed.

However, the difference between the two is Google’s stories can be seen anywhere on the web, including in its search results and on the site of the publisher.

A number of publishing executives have already decided to take part in the trial, despite of them knowing that creating AMP stories would not deliver dividends right away.

Regina Buckley, senior vice president of digital business development at media group Meredith stated that Google has a history of offering a return on investment in the longer run and they are willing to take a leap of faith on that.  

Rudy Galfi, a product manager of the AMP project, said that Google paid publisher to help build AMP stories as well as to assist publishers in covering their costs during the development period. Galfi did not disclose the exact amount, or whether the payments will continue.

Google Appoints Injong Rhee to Lead IoT Business

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The AMP stories announcement came after Google found its Internet of Things (IoT) business head in Samsung Electronics Co. Ltd.’s former chief technology officer Injong Rhee.

The ex-Samsung Pay head stated that he will be joining the company’s IoT team and will serve as entrepreneur-in-residence (EIR) under Google’s cloud computing chief executive Diane Greene.

The tech group’s cloud computing business is mainly responsible for selling software and hardware to other companies.

Google spokeswoman Jane Hynes has also confirmed Rhee’s appointment.

Explaining the nature of his work at the company, Rhee said that he aims to coordinate and align Google’s several projects related to IoT, while creating distinct consumer and enterprise product lines in the process.

He also hopes that with support from Greene and other members of the leadership team, Google IoT will grow into a sustainable and profitable business line.

Since joining Samsung in 2011, Rhee has played a vital role in improving the South Korean company’s software capability. He was involved in the development of Knox, the South Korean company’s enterprise mobile security system, virtual assistant Bixby, and mobile payment service Samsung Pay.

Rhee left Samsung in December 2017 after working as its chief technology officer, and head of software and services’ research and development team.

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