How can Google’s new Android app certification rules in Europe impact Stainless- and search?

On Wednesday, Google took action to comply with the European Commission’ s (EC’ s) antitrust decision requiring this to de-couple Google Play gain access to for smartphone makers from the pre-installation of Google apps such as Chromium and search. Google is appealing the EC’ s roughly $5 billion Android antitrust fine, enforced in July.

Regardless of the appeal, Google was compelled in order to comply with the EC decision inside 90 days or face additional fees, which could have amounted to $15 million per day under a penalty formulation.

The modifications Google is making to the EUROPEAN UNION Android ecosystem. Inside a blog post   yesterday Google explained the brand new framework it will implement for gadget makers in the roughly 30 nation European Economic Area:

  • Android partners wishing to deliver Google apps may also build non-compatible, or forked, smartphones and pills…
  • [D]evice manufacturers will be able to license the Search engines mobile application suite separately through the Google Search App or the Chrome internet browser… we will introduce a new paid certification agreement for smartphones and capsules shipped into the EEA.
  • [W]e will offer individual licenses to the Google Search app and also to Chrome.

Device makers will now need to pay just for Google Play. Mobile phone manufacturers can now build their own application stores or use any 3rd party app store on Android devices earning. The only place where this is taking place in a meaningful way is Cina. But we could see more “ forked” versions of Android, for example Amazon’ s FireOS start showing up in Europe next year.

These rules will not apply in america or other regions globally.

If companies such as Samsung want to use Google Play they are going to now pay for it. The amount of the certification fee has not be disclosed. The particular Chrome browser and search application are separate but will be susceptible to a free license.

Any kind of handset maker in Europe might use a third party app store but still offer Stainless and search. They could equally create another browser the default or even pre-install other search apps.   Device makers could thus hit pay-for-play deals with new browsers (e. g., Opera, Firefox, Microsoft) or even search apps that offer revenue designed for placement or pre-installation or advertisement clicks.

Exactly how it could affect marketers. It’ s unlikely that we will discover multiple new versions of Google android appear in Europe, although there will probably be a few that appear. If this does take place Android app developers’ lives can become more complicated, with different versions associated with Android to address.

Mobile phone makers are likely to be cautious, not wishing to impact sales with buggy or even untested versions of Android or even app stores. However , we are very likely to see other browsers gain a few share in Europe, though Chromium will remain the most widely distributed.

Search will probably see a limited impact, if any. Google rules mobile search in the EU, plus it’ s highly unlikely there will be any meaningful challenger come out (even Bing) or significant modify in consumer behavior.


About The Author

Greg Sterling is a Contributing Editor at Internet search engine Land. He writes a personal weblog, Screenwerk , about connecting the dots between digital media and real-life consumer behavior. He is also VP of Strategy and Insights for your Local Search Association. Follow your pet on Tweets or find your pet at Google+ .

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