Google’s slogan may be ‘don’t be evil’, but a growing chorus of antitrust regulators in the United States and Europe want to know if the company has lived up to that.
This week, those concerns — especially whether Google gives its own businesses preferred placement in search results, thwarting competition and harming consumers — would have their most public airing to date, when Google’s chairman, Eric E Schmidt, testifies before a Senate antitrust panel. Some of Google’s competitors will also testify.
The Senate proceeding is just one of an array of inquiries into Google’s behaviour by various federal and state authorities in this country, as well as by regulators in Europe and Asia. And, though the company and the times are different, there are echoes of a hearing before the same Senate body, the judiciary antitrust subcommittee, 13 years ago and the last sweeping antitrust investigation of an American technology powerhouse, Microsoft. Later, the federal government, joined by 20 states, filed a suit against Microsoft.
“Google is a great American success story, but its size, position and power in the marketplace have raised concerns about its business practices, and raised the question of what responsibilities come with that power,” said Senator Richard Blumenthal, Democrat of Connecticut, who is a member of the antitrust subcommittee and who as the attorney general of Connecticut played a leading role among the states that sued Microsoft.
Today, Google, like Microsoft then, is both admired and feared. Google has used the riches from its dominance in search and search advertising to expand into video distribution with YouTube, smartphone software with Android and web browsers with Chrome. It has added online commerce offerings in local retail and restaurants, comparison shopping and travel, and folded them into its search engine, prompting complaints that Google is giving its businesses preferred placement in search results.
Google executives have consistently said its search results are the product of extensive user testing, and do not favour its own offerings. If users become dissatisfied with Google search results, the company argues, they would go elsewhere, to rival search engines like Microsoft’s Bing, sites that focus on specific products or services like Yelp, or social networks like Facebook.
Also Read
“Using Google is a choice,” Amit Singhal, a senior engineering manager at Google, wrote on the company’s blog in June, after the Federal Trade Commission began its investigation. “And, there are lots of other choices available to you for getting information.”
Competitors disagree. Yelp, the popular web site for user reviews and recommendations for restaurants and other businesses, has noticed a difference in search rankings since Google established its own online businesses, said Jeremy Stoppelman, co-founder and chief executive of Yelp, which gets half its traffic from Google searches.
Two years ago, Google offered to buy Yelp, but the talks broke down. Last year, Google introduced Places, a Yelp-like service for listing businesses and collecting consumer reviews. A Google search for a restaurant often displays the Places entry — linked to a map, user reviews and other services — ahead of Yelp.
“Google develops its own in-house properties and it preferences those, so it’s leveraging its dominance in web search,” he said.
Stoppelman, who is scheduled to testify at the Senate hearing on Wednesday, added, “When it comes to web search, Google says you have great content, you rise to the top and that’s historically been true for us. But we do feel like that world is changing because Google has decided it’s not enough to own and dominate web search.”
This month, Google acquired Zagat, the restaurant listing and review service, to strengthen its local commerce offering. Yelp is Zagat’s leading online rival.
Google, legal experts say, presents some challenges for the traditional doctrine of antitrust. The Microsoft case, too, required adapting antitrust principles to modern technology, and the complaint filed against the company was filled with technical computing terms like ‘cross-platform middleware’ and ‘application programming interfaces’.
Yet, Microsoft’s dominant product — the Windows personal computer operating system — was something consumers and companies paid for, as with any conventional good.
©2011 The New York
Times News Service