Well this is something which we all go through each day -
unconsciously. Have you come across someone who uses internet but has not used
Google. For the netizens Google search engine is same as what a dictionary
is to a school-going. Just imagine what would happen if you find that your
dictionary does not give you the entire meaning or explanation of the words but
rather an explanation that suits the publisher's commercial interest. Well
something similar is the contention of European Commission(EC) against Google
search.
As per one of the analysis firm ComScore,
Google search has over 80% market share in European Union(EU). The EC has been
investigating Google since 2010 on suspicions of uncompetitive behaviour in the
search market. In March this
year, the EC informed Google of four areas where it thought the search giant
may be abusing its dominant position. To address these concerns, Google has
offered this month a proposal to EC. Some of the salient points of the same are
-
a) Label promoted links to Google's own
services so that users can distinguish them from other web search results and
clearly separate these promoted links by graphical features (such as a frame);
(b) Display links to three rival specialised
search services close to Google's own services, in a place that is clearly
visible to users.
(c) Google will offer all websites the option
to opt-out from the use of their content in Google's specialised search
services, while ensuring that any opt-out does not affect their rankings in
Google's general web search results.
(d) Google will offer all sites that focus
on product search or local search the option to mark certain categories of
information in such a way that such information is not indexed or used by
Google.
(e) The newspaper publishers will receive a way
to control on a web page, per web page basis the display of their content in
Google News.
(f) Google agreed to no longer make any
agreements with publishers conditional on using online search advertisements
exclusively from Google, nor impose obligations preventing advertisers from
managing campaigns across competing advertising platforms.
The commitments made by Google to EC would cover the European
Economic Area for five years. An independent Monitoring Trustee would advise
the Commission in overseeing the proper implementation of the
commitments.
Last week, The European Commission has published the above
proposal received from Google asking for comments from the market before it
decides whether to agree to a settlement with Google and make the proposed
changes binding on the company.
Earlier in Feb 2013, a group of 11 European and US online
businesses, as well as three German online associations, have written an open
letter to European Commission competition commissioner to urge the EC to end
its settlement negotiations with Google over search rankings and issue a
Statement of Objections instead. The companies who signed the letter were
Expedia, TripAdvisor, Foundem, Streetmap EU, Twenga, Visual Meta, Hot Maps and
Euro-Cities.. They express their increasing concern that "effective and
future-proof remedies might not emerge through settlement. They claim that
Google systematically promotes its own services and demotes or excludes those
of its competitors.
It would be interesting to see what
happens over the period of time. After the EC's decision it is obvious
that other countries will follow suit. It seems the Competition Commission of
India is also looking into the issue. A precedence set in Europe would help others
to ink similar agreements elsewhere.
Google has taken a time lead which is
very difficult for other search engines to bridge. But such crack downs on
anti-competitive behavior will help in bridging the
gap, severely denting the monopoly that the Google enjoys in search
engine space. It's too early to predict a trend reversal, but the Google era
might have started its journey towards descend.