For many, reading on the mobile web is a slow, clunky and frustrating experience - but it doesn’t have to be that way. Speed matters and instant is the ideal. Research shows that the bounce rate can be as high as 58% for web pages that take nearly ten seconds to load. The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere. Since the project is built on existing web technologies, and not a template based system, publishers continue to host their own content, innovate on their user experiences, and flexibly integrate their advertising and business models -- all within a technical architecture optimized for speed and performance. Rudy will address the importance of speed and an open mobile ecosystem for publishers around the world.