Google holding an auction for alternative search providers is indeed a spectacular event and that too in the EU. It will bring forth various issues.
Google has been mandated to offer its EU Android users the ability to be able to choose alternative search and browser apps, the company has indeed decided to hold an auction to select the eligible search providers. The three highest bidders will rather appear alongside Google during the setup process for all Android smartphones and tablets thus starting at the beginning of 2020.
Once the user does select a search engine, it will automatically become the default option throughout the phone’s interface and even in Google’s Chrome browser. Users will indeed be able to switch their default search engine at any time after the initial setup. Thus Google will hold an auction for alternative search providers in the EU.
This approach is a direct answer to the €4.3 billion antitrust fine that Google did receive from the EU Commission a year ago when it was accused of pushing forward its search and Chrome apps as defaults on all Android devices. Back in April, Google came out with a solution to remind its users that they can indeed switch their default search as well as browser apps in Google Play.
Based on Google viewpoint, the choice for an auction process has turned out to be a fair and objective method to determine which search providers are included in the choice screen. Google will hold an auction for alternative search providers in the EU for this purpose.
Participating search engine firms will require the submission of a minimum threshold price that they are willing to pay each time a user does decide to select his or her product from the choice screen. The auction will actually be conducted on a per-country basis and the deadline to apply and submit bids is September 13, 2019.
The main requirement for entering the auction focuses on the search provider’s support in the local language throughout its interface menus in the country where they are rather applying for. Google does ensure that all information regarding the auction including the bidding companies and their proposals will indeed remain confidential.
Judging by Google reports, the choice for an auction process happens to be a fair and objective method to determine which search providers are included in the choice screen.
Google will also be requiring rivals to bid in order to become listed as alternative search providers on Android smartphones, which happens to be a move that is meant to try to keep additional antitrust scrutiny at bay. Google will hold an auction for alternative search providers in the EU in order to highlight this issue.
Starting next year, Google will rather be prompting users to make a choice between Google and three other rival options as their default search provider. Google has invited search providers to bid as part of an auction on the new choice screen, which will be appearing when a user sets up a new Android smartphone or tablet in Europe for the first time.
The European Commission comprising of its antitrust body, last year fined Google 4.3 billion euros ($4.8 billion) for strong-arming device makers for pre-installing its Google search and Chrome browser, thus providing it an advantage as the users are unlikely to look for alternatives if a default is already preloaded. The EU ordered Google to change that behavior and threatened additional fines if it failed to comply.
Google in April, in fact, started presenting users with a choice of alternatives to Google search and Chrome. It does appear somewhat challenging to produce a choice screen that will give consumers a choice.
