Search engines appeals record $5 billion EUROPEAN antitrust Android fine

Earlier these days Google submitted an appeal from the European Commission’ s (EC’ s)  record € four. 3 billion (roughly $5 billion) antitrust fine . The good was imposed in July due to Google Play app pre-install needs.

Claim is the fact that Google tying apps to Google android. The EC noticed the practice of requiring mobile phone makers to pre-install certain Search engines apps as “ an misuse of market position” (akin in order to tying ). By contrast, Google argued at that time in a  article   that the practice is helpful to the ecosystem and enables the business to offer the Android OS for free. Search engines was given 90 days to change how this did business with phone manufacturers or face additional fines.

Google  stated , as soon as the fine was enforced, that it would appeal the  choice.

More customer choice at lower cost. In the appeal, among other things, Google may argue that its practices offer customers more choice at lower cost. The particular EC has alleged that Google’ s practices harm competitors within multiple ways and give Google’ h own apps an unfair benefit.

Procedurally, the case goes to Europe’ s second greatest court. That means there could be another attract the  highest court, the Courtroom of Justice of the European Union. Eventually it could take years to lastly resolve the matter.

The marketplace initially reacted negatively to the great in July. But when Google introduced very strong outcomes about five times later, investors just shrugged the particular EC’ s largest-ever antitrust charges.

Why should internet marketers care. It is unclear whether Google significantly changes the Android rules in Europe throughout the appeal. The EC is wanting to compel such changes, which could open up the door for new “ default” applications on European handsets in search, roadmaps, video and so on.

That could matter to developers, if it relates to pass. It could matter to online marketers if, for example , new apps obtain widespread consumer adoption (e. gary the gadget guy., maps, search). But this is very speculative. Users would still be liberated to download Google apps and keep on using them as they are today; presently there would just be an additional step.

About The Author

Greg Sterling is a Contributing Editor with Search Engine Land. He writes a private blog, Screenwerk , about connecting the particular dots between digital media plus real-world consumer behavior. He is furthermore VP of Strategy and Information for the Local Search Association. Stick to him on Twitter or discover him at Google+ .

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