Published By : 12 Sep 2017 | Published By : QYRESEARCH
Google made headlines a few months back, when the European Commission deemed some of its features as being against competition and going against the EU anti-trust policy. The case led to a 2.4 bn euro fine, an unprecedented mark reached due to the fundamental difference between how Google and the EC viewed the regulations.
The European Commission took particular objection to Google’s practice of putting automated shopping comparison charts at the top of Google search results, which the EC claimed was an abuse of power. Google were always likely to appeal the judgment, however, going by their pointed reply at the time of the judgment: a sharp response saying Google “respectfully disagreed” with the ruling.
Google’s Monopolistic Approach may Come under Fire in European Commission
Google has made its widespread network of business enterprises a core asset in its business development strategy, with the many arms of the machinery feeding one another. The cross-integration of its various services and innovations in product layout and design are thus a key requirement. Thus, Google may well argue that features such as adding the shopping comparison tool to its own browser’s search page is simply a way to increase their productivity.
However, the European Commission’s Competition Commissioner decided that the feature in question was illegal under EU anti-trust rules. The Commission is also looking to scale down Google’s hegemony in other areas of its operation, with a key target being the Android smartphone OS. Don’t expect any quick resolutions in this case, as Google’s immense clout will likely see the ruling, even if sustained, take years to be fully realized. However, the stage could be set for a titanic battle between a political and a technological superpower.