Search Engine: Google's proposals do not meet the ... - Clubic

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Posted by admin Robillart Friday, February 21, 2014

opposition is fierce competition between Google and led other price comparison and buying guides. How the U.S. firm presents its search results leaves them, according to the same market, not enough space. In the middle, the European Commission is trying to mediate discussions.

The third version of Google’s proposals on its way to present search results not satisfied. Despite the back and forth between the U.S. firm, Europe and the competitive situation and little progress annoys professionals.

Reminder, since 2010, an investigation is on Google’s practices in research online. After numerous criticisms, the American group was summoned to explain the charges of abuse of dominant position. Twenty companies in Europe accuse him of favoring its own services within its search engine at the expense of more specialized as price comparison tools.

If indeed the case drags on, Google Short still a risk of size. In the limit, Europe imposes a fine of 10% of its turnover over the period during which the offense has been established. For information, for 2013 alone, Google made a turnover of 60 billion dollars. The penalty could then represent several billion dollars.

A reduced competition site

Google recently presented the way it intends to present its results research. Several new elements appear and thus distinguish the links to buy sponsored by Google through a box (Sponsored – Google Shopping Results) well.

Within this box are alternatives, c ‘ is to say, the links provided by the competition (image Kelkoo, Shopzilla …).

However, this principle proposed by Google does not meet competition. Bastien Duclaux, CEO Twenga said remain “ skeptical about this third version presented by Google. These commitments do not allow enough open market. Consumers click only on the initial results, the first pictures. In this form, we believe that Google maintains a market share located 65 and 80% . “

In response to the editorial, the official added that the proposed agreement does not allow Google competition to compete on equal terms “ For example, a user searching on Google terms restaurant Marseille 11, it will allow a competitor tools only if it is able to offer a similar service. However, Google controls 100% organic search, so the agreement misses its target and inefficient . “

Prefer relevance money

Problematic therefore still need to be resolved. Professionals will make in the coming weeks their own proposals requesting that the insert called “Alternatives” is changed. Instead, they want the system put forward, not money that is ready to be a professional to be well referenced on the engine, but the rate of clicks generated by this content.

“This stakes are ‘we specify another source familiar with the matter. “ Today, the e-commerce sector is wrong, take Mistergooddeal or La Redoute, because it is caught in the crossfire. On the one hand, it can not increase its rates face an overpowered Amazon and other Google raises the auction price , “he adds.

In 6 months, the Commissioner shall leave his seat …

add nothing to the complexity of the subject, the file is also eminently political. So far, one-third of members of the European Union remains opposed to accepting the latest document released by Google. However, Joaquin Almunia, European Commissioner for Competition, has a reduced flexibility.

Google, because of criticism of its tax dodge strategies or its policy of protection of personal data, is certainly not in the odor of sanctity, but the cards will be reshuffled in 6 months. Joaquin Almunia will indeed leave his post to make way for another Commissioner who will be responsible to take the case.

European Justice, a justice?

To promote mediation between stakeholders, an organization called “Monitoring Trustee” must be established. It should serve as a regulator in the field without having a power of retaliation. The idea germinates now more frontally attacking the U.S. group.

If their recommendations are not heard, a part of the competition threat indeed to the Court of Justice of the European Union to to hear their arguments. The major risk for Google also seems to be here.

If justice is to condemn the U.S. firm, damages may be awarded to a company on the grounds that Google is abusing its dominant position. The domino effect can be problematic. That is why the high risk group to maintain its strategy, continuing to enjoy a European agenda in his favor.