Earlier today Google has appealed the judgment of the antitrust fine of the European Commission (EC) [4,3 milliards € (environ 5 milliards $)]. The fine was imposed in July because of the prerequisites to the installation of the Google Play app.
The assertion is that Google attaches apps to Android. The EC considered that the practice of requiring handset manufacturers to pre-install certain Google applications as "an abuse of market position" (related to of tied selling ). On the other hand, Google asserted at the time in a blog that this practice was beneficial to the ecosystem and allowed the company to offer the system. Android operation for free. Google had a period of 90 days to change its relationship with the phone makers or face additional fines.
Google stated that as soon as the fine was imposed, it would appeal the decision.
More choice for the consumer at lower cost. In the call, among other things, Google will argue that its practices offer consumers more choice at lower cost. The EC has alleged that Google's practices adversely affect competitors in many ways and give its own applications an unfair advantage.
Procedurally, the case will be referred to the Second Supreme Court of Europe. This means that there could be another appeal before the highest court, the Court of Justice of the European Union. In the end, solving the problem could take years.
The market initially reacted negatively to the July fine. But when Google announced very good results about five days later, investors simply shrugged off the heaviest antitrust sanction ever imposed by the EC.
Why should marketers worry? It remains to be seen whether Google has substantially changed its Android rules in Europe during the call. The EC seeks to impose such changes, which could pave the way for new "default" applications on European handsets in the areas of research, maps, videos, etc. ".
That would be important for the developers, if that materialized. Marketers could be important if, for example, new applications are widely adopted by consumers (maps, research, etc.). But it's pretty speculative. Users would still be free to download Google apps and continue to use them as they are today; there would only remain one more step.
About the author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on Twitter or find him at the address Google+ .