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If you or I were slapped with a fine of $ 5.1 billion, that would probably be a bit of a problem. This is the number transmitted to Google by the European Commission (EC) for what it calls the illegal practices used to reinforce its domination of Internet search through the Android mobile operating system. For Google, it will take a little trouble to put it back, but with its cash reserves, he could pay and forget all that.
However, while the fine – the largest ever given by the European Commission – captures the headlines, it is the changes to the Google practices that the Commission imposes that will have a much more lasting impact, and which can seriously change Android and the way it is used around the world. While Google will be anxious, the rivals are happy with the decision as it offers them an opportunity that has not been revealed. Which is really the point of view of the Commission.
What does all this mean for you? Your next Android phone may not be quite the same as before, and that's a good thing.
The end of an era
What happened? The EC has uncovered three areas in which Google has violated antitrust rules in Europe. The first is to force companies that want to use Android and pre-install the Google Play Store to include its Chrome browser and Google search applications, and not install alternatives. The second is the illegal payment of device manufacturers to pre-install exclusively Google search. Finally, preventing companies from using other competing Android split versions if they also sell Google 's Android on other devices. All of this "has consolidated the dominance of its search engine," said European Commissioner Margrethe Vestager, "and denied her competitors the opportunity to innovate and compete on the merits". Google makes its money through ads, and a lot of crucial data comes from research. Google has 90 days to stop these practices deemed illegal by the EC, or face a daily fine of five percent of the annual Alphabet business figure. Alphabet is the parent company of Google
The dilemma of Google
If you are Google, then it's a serious blow. CEO Sundar Pichai has written a lengthy defense of Android and its business model, claiming that it actually promotes choice, and that the decision will upset "the balance of the Android ecosystem" . Pichai warns that it is this business model that has stopped Google using Android, or tightening the controls on the distribution model.
While Android is technically open source and no matter who can l & # 39; 39, use, it's only the Open Source Android Project (AOSP) that is really free. To install Android with Google Play and other Google apps, there are rules to follow and acceptance by Google.
The EC's plan is to put an end to this, but it leaves Google to determine how. "It is Google's sole responsibility to ensure compliance," he writes, and adds that the decision is not "to prevent Google from setting up a reasonable, fair and efficient system. goal "that prevents Android from running, or Google services. As Braveheart the CE is painted in blue and screams, "freedom!" At Google, the doors of Android have to open a little more widely.
The rivals rejoice
Poor Google, right? Narrated what to do by the evil commissioner. Take a look at the reaction of competitors and you will understand why Google and Google alone will be the most upset by this decision.
"We are pleased that the EU has cracked down on Google's anti-competitive research behavior."
Yelp's Public Policy Kostas Rossoglou, tweeted "Competitors, Phone Manufacturers, Groups of consumers, SMEs applaud all the decision of the EU Android. "Oracle Vice President, Ken Glueck said: " undoubtedly frees more choice for mobile customers … more opportunities … and stronger competition. "
However, Oracle and Yelp are known detractors of Google, so such a response is to be expected.
the search engine-driven privacy company, DuckDuckGo, tweeted:
"We welcome the EU's crackdown on Google's anti-competitive search behavior. We have felt its effects first-hand for many years and we directly had less market share on Android vs iOS and in general mobile vs. desktop. "
"We hope that the result will help to level the playing field for mobile browsers like Firefox and will promote the same. openness and competition. " [19659018] We will not suddenly lose the ability to use Google apps, access the Play Store or enjoy Android.
It is these companies and many others who perceive a considerable opportunity here. European Consumer Organization BEUC tweeted that it agrees with the assessment that Google abuses its power, and that "the restriction of competition hurts consumers European ".
Not everyone is one of the hundreds of respondents to Vestager on Twitter questioning the decision. This professor and former member of the European Union think tank supports, like Pichai, that Android promotes competition, drives down prices and avoids the Apple walled scenario. garden. Are they wrong? Yes. When was competition a bad thing?
What is the worst that can happen?
We do not know what Google is planning yet. However, we will not suddenly lose the ability to use Google apps, access the Play Store or use Android. When Microsoft was placed in a similar situation with Internet Explorer on Windows, it offered a "ballot" at startup, which allowed you to choose the browser you wanted to install and use. Google could potentially do the same with Chrome and its search application. Maybe the familiar search bar will be a widget only, rather than being automatically placed on the home screen, and flanked by other search widgets
Maybe Samsung, HTC, Sony, LG, or other companies may decide to launch a phone with Amazon's Fire OS, or even produce and release a device with their own Android alternative. Like Tizen was once for Samsung. All of the above will still continue to use Android – because why not them – but we could see the bloatware plague increase with such freedom. But that's what the uninstall option is for, and they'll be hammered to do it in the critics too.
The Change Happens
In the end, at the present time, we will probably just have more choices of software and potentially hardware too. The big thing is, if the alternatives are waste, we do not have to use them or buy them. Google will always be there, just in a slightly more open way. In all of this is the chance that we will try something new, and perhaps discover a decent alternative, for example. How can this be bad? This is not the case, unless Google is forced to change something that has brought him a lot of money, and has given him tremendous power and influence.
Some changes will happen to Android devices in the EU over the next 90 years. days.
Nightmare scenario? As Google starts charging the device makers for Android, they refuse to pay, and we end up with operating systems designed by manufacturers, which have always been universally awful. It's incredibly unlikely, because everyone will just buy an iPhone instead. Remember, Google will definitely look over his shoulder at Apple while deciding on a plan of action here.
Pichai said Google will appeal the EC's decision, which can change everything again, depending on the outcome. However, what we can be certain of is that some changes come to Android, at least devices sold in the European Union, over the next 90 days. What we should not be is crazy. Google gets the bad end of the case, not us.
