Last night Google launched a new service: Google Fast Flip, an online overview of many major news papers and magazines. According to the Google Blog this Fast Flip solution increases the browsing performance when reading news online. By flipping through articles really fast without unnatural delays it should just feel like you are reading print version. Is this the next nightmare for publishers?

Fast news paper scanning

Google Fast Flip is a new experiment that has been added to Google Labs. Fast Flip is a new reading experience that combines the best elements of print and online articles. Fast Flip lets you browse sequentially through bundles of recent news, headlines and popular topics, as well as feeds from individual top publishers. The newest Google technology should make flipping through content very fast. And I have to admit it is fast. Browsing the headlines is even faster than reading a traditional news paper. The main advantage is that you are able to scan multiple news papers and magazines within some minutes of time.

Fast Flip available for Android and iPhone as well

The good news for Android and iPhone users is that the service is mobile available as well by using the same link: http://fastflip.googlelabs.com. In my opinion the experience on the mobile phone is even more impressive. It is really easy to flip the pages and in no time you are up to date with the latest news again.

New cooperation in between Google and major news publishers

This new Google service could be treated as a new nightmare for the publishers, but it’s not. To realize this new service Google cooperates with the major newspapers like the New York Times and the Washington Post. In reward these media partners will share in the revenues from contextual ads. This means that Google Fast Flip results in a new way of income for the publishers.

We have to face some  obstacles

Should we conclude that Google Fast Flip is a great next achievement by Google? As every innovation it has its disadvantages. Are you ready to accept them?

Some of its features might not to be easily acceptable for most readers. It’s impossible to read down the page. Links don’t work the same as within multimedia content. Moreover, you will be put through to the Web every time you click on the Fast Flip page. And it really would be great to replace static graphics with real pages.

Curious in what direction Fast Flip will develop

For sure, the current version of Fast Flip is not showing its full potential yet. It’s a great experiment with some basic functionality. As mentioned above it is especially powerful on mobile devices. Presumably Google is still working on it. I am very curious how this new Google application will develop.

Are you curious as well, do you have an opinion about this new initiative? Please share it with us by commenting below or discuss with us on Twitter: @GOYELLO.