"Launching Google Fast Flip in Labs lets us learn from our users and our publishing partners so we can keep exploring ways to display news and help publishers make more money from their content," a spokesman for Google said via e-mail.

"We know that Google Fast Flip isn't perfect, and there's a chance it may never become a full-blown Google product. But we think there are some interesting ideas behind it," he added.

In addition to working on regular PC browsers, the Fast Flip Web site adapts itself when reached from iPhone and Android-based mobile devices, letting users flip pages via a touch-screen interface. Google was due to unveil Fast Flip at the in San Francisco.