Google EU antitrust case tracking: renfa cost too much Google-Google, EU, antitrust-IT information

In February 2010, Joaqu í n Almunia became the full-time responsibility for competition policy (Competition Policy), Vice-President of the European Commission. He may have thought that myself open and hope that "quick fix" Google monopoly cases in the investigation six years later, still no end in sight. EU divisions seem to be growing with Google. On May 14, according to the United Kingdom Telegraph (The Telegraph), citing people familiar with the news that the European Commission will soon be published on Google's monopoly findings, Google could face up to 3 billion euros in fines.

Fines may be higher. List according to the European Commission on antitrust (antitrust factsheet) listed in the calculation of the fines, capped a fine with an annual revenue of 10%. Google in 2015 annual revenues of us $ 74.5 billion, about 6.63 billion euros in 10% States dollars converted into euros . Whether it is 3 billion or 6.6 billion euros, is by far the highest fines in antitrust case. In 2009, the EU issued hefty fines against chip giant Intel, a fine of 1.06 billion euros.

In fact, nine months after taking office, in November 2010, Joaqu í n Almunia officially open a European Commission antitrust investigation of Google. "Commencement of investigation proceedings did not mean that the EU has at its disposal the Google evidence of infringement. It just shows that the Committee will give priority to the case and conduct an in-depth investigation. "The European Commission survey released on November 30, 2010, file the above text appears on.

Decision sets out four possible violations are related to restrict competition. Including reducing the non-paying businesses search ranking and reduce "quality score" to charge more for advertising, prohibition of advertising on other sites advertising, online advertising platform there may be restrictions on competition issues. The EU will investigate the decision shall be communicated to the company, there are EU Member States agencies responsible for competition matters.

Reconciliation: the market first?

And there were no heated confrontation on both sides. Joaqu í n Almunia expressed publicly many times Google's market complexity. He suggested that the investigation should take a cautious attitude survey. In September 2011, in Florence for the merger and antitrust in new challenges for the speech, Joaqu í n Almunia said, "dominance does not necessarily mean an abuse of a dominant position. Abuse is defined by means of unfair competition to maintain its leading position. ”

In his view, the company's management has "dual nature", precisely because there is advertising supported, users can enjoy some free service. "Google's business is also forcing us to evaluate this Google related products and in some of the market's performance, and very careful measures should be taken. ”

In addition, adversarial proceedings nor Joaqu í n Almunia ideal solutions. He hoped that the Government can effectively intervene in a timely manner subject to market competition, as in the fast-growing technology market, time is very important.

On May 21, 2012, Joaqu í n received a lot of complaints after Almunia said at the opening of investigations, the EU has done a lot of market research . Initially identified, four aspects of Google's business model may be considered as abuse of a dominant market position. First, Google for their vertical search services provide vertical search services to give more than the rival show support and second, Google reviews information of third parties without consent; and, third, to compel a third party Web site use Google ads are four Google limit its ads in the ad auction platform to rival platforms.

Joaqu í n Almunia said , during the investigation of the case, Google has repeatedly expressed a willingness to avoid litigation. "Google many times told me that they are willing to discuss any issues of concern of the Committee, rather than antagonistic proceedings. That's why today I give Google a chance to clear the problems we identified. ”

Joaqu í n Almunia himself to a negotiated settlement of the investigation's attitude is also evident. "In the past, we often rely on lengthy litigation procedures to reshape the competitive environment ultimately benefit consumers. Although this is the essential point of competition law enforcement, but I want to emphasize is that the quick resolution of the dispute in order to benefit for everyone in the rapidly changing market . "Joaqu í n, Almunia said. He wrote a message to Eric Schmidt, the letter sets out the EU and identified four main issues, and hope that Google will come up with appropriate solutions. Eric Schmidt in 2001 to 2011 served as the CEO of Google. "If Google solution to remove our doubts, I will arrange for my employees to discuss remedies. According to Nineth EU antitrust law, we can solve a problem by promising to decide, rather than through compensation and fines that came with the statement of objections (Statement of objections) of formal procedures. ”

In March 2013, the EU formal notice to Google the preliminary conclusions of the survey . A month later, Google submitted the solution. First, clearly marked extension service distinguish the natural search results; see shows three competitors in the field of vertical search link, secondly, all sites can opt out of Google's specialized search services, and to ensure that no undue influence search ranking third, removal of the compulsory purchase of Google in the online search advertising agreement; four, no more forces prevent advertisers changing ad platform.

February 2014, the EU suggestions Google improved again. The proposed increase is the important content, Google's improved commitment to monitoring by an independent trustee, effective commitment in the European economic area, 5 years. "Google has already made significant concessions. "The EU wrote in case progress reports on February 5. After long and difficult negotiations, Joaqu í n Almunia was satisfied with such a programme.

Disagreement: whether abuse of a dominant position?

According to this idea, and reconciliation with Google within easy reach of the European Union. However the development beyond the expected Joaqu í n Almunia and Google. "Joaqu í n Almunia thought at the end of his term the Google case. But the summer of 2014, German and French Governments and enterprises express their objections, the EU has dropped from its original position. "One person said to reporters.

In November 2014, the Google case four anniversary Joaqu í n Almunia to leave. Successor is the former Denmark Prime Minister Margrethe Vestager. On April 15, 2015, the European Commission issued to Google's "statement of objections", targeting Google's "comparative shopping" (Comparison Shopping) and Smartphone operating system, "Android." Said in a statement, Google use its dominant market position in the search interface, supports their "comparative shopping" products. Survey for Android, will focus on whether Google supports "anticompetitive agreements" (anti-competitive agreements), as well as whether abuse of its dominant position in mobile phone operating system.

"Our goal is to apply EU antitrust law. No matter which State enterprises, as long as doing business in Europe, would not reduce European consumers the right to choose. "Margrethe Vestager said. "Smart phones, tablet computers and other electronic equipment increasingly obvious role in daily life. I hope the market boomed, the company without any restriction of competition stifle innovation. Google has a chance to convince the European Union. But if not, Google would have to face legal consequences, and changing business models in Europe. ”

On April 20, 2016, the EU will Google violation of EU antitrust law preliminary results to Google. Investigation concluded that Google abused its dominant market position, the Android device manufacturers and mobile network operator imposed restrictions. "We believe that Google's actions hindered the consumers more choice of app and network services. It hinders the market innovation, in violation of European antitrust law. "Margrethe Vestager added.

With the ticket came out of 3 billion euros, the European Union and Google has once again been pushed to the forefront of public opinion.

"Google in the United States face similar antitrust review, but ultimately United States Federal Trade Commission waved through. Google does not shield the competition, only to later in the page position, consumers can choose. United States that this situation does not constitute abuse of supported status. "Visiting Professor, law school of Peking University Sun Yuanzhao the 21st century business Herald said," today's global antitrust views growing consensus, why the EU take a tougher stance in this case still need strong rhetoric. It's not too easy. EU is also embarrassing in even down with Google, there is no substitute for Internet companies in Europe, interest flows to another United States enterprises. ”

In Sun Yuanzhao's view, Google will not accept such a huge fine, will appeal to the European Court for relief . "Microsoft's antitrust case in Europe spent 16 years before and after. Corporate litigation can take a great deal of energy and resources, tends to delay development and market expansion. This case, there is considerable damage to enterprises. ”

欧盟谷歌垄断案追踪：代价太大谷歌难认罚 - 谷歌,欧盟,反垄断 - IT资讯

2010年2月，Joaquín Almunia就任专职负责竞争政策（Competition Policy）的欧盟委员会副主席。他也许没想到，自己亲手开启并希望“快速解决”的谷歌垄断案件，在调查六年后依旧没有结束的迹象。欧盟与谷歌的分歧似乎愈演愈烈了。5月14日，据英国电讯报（The Telegraph）援引知情人士消息称，欧盟委员会即将公布对谷歌垄断案件的调查结果，谷歌可能面临30亿欧元的罚单。

罚金可能更高。根据欧盟委员会在反垄断事实清单（antitrust factsheet）中所列举的罚金计算方式，罚金以公司年收入的10%为上限。谷歌在2015年营业收入745亿美元，以10%计换算成欧元约为66.3亿欧元。无论是30亿还是66亿欧元，都是迄今为止反垄断案中的最高罚单。2009年，欧盟开出的高额罚单针对的是芯片巨头英特尔，罚款10.6亿欧元。

事实上，在就职九个月后，即2010年11月，Joaquín Almunia正式开启了欧盟委员会对谷歌的垄断调查。“调查程序的启动并不意味着欧盟委员会掌握了谷歌的侵权证据。它只是表明，委员会将会优先处理此案并进行深入调查。”欧盟委员会2010年11月30日公布的调查文件上出现了上述文字。

调查决定中列明了谷歌可能存在的四种违法行为，均与限制竞争相关。其中包括降低了非付费商家的搜索排位、降低企业“质量分数”以收取更高广告费、禁止广告主在其他网站投放广告、在线广告平台上可能存在的限制竞争等问题。欧盟将调查决定通知了谷歌公司，还有欧盟成员国负责竞争事务的机构。

和解：市场第一？

双方并没有出现激烈对抗。Joaquín Almunia多次公开表达了谷歌市场行为的复杂性。他建议调查部门应采取谨慎的调查态度。2011年9月，在佛罗伦萨进行名为《兼并和反垄断的新挑战》演讲中，Joaquín Almunia说，“占据统治地位并不一定意味着滥用统治地位。滥用是指通过不正当竞争的手段维护其主导地位。”

他认为，公司的经营行为具有“两面性”，正是由于有广告费用的支持，用户可以享受到一些免费服务。“谷歌这方面的业务也迫使我们在评价谷歌相关产品和在一些市场中的表现时，要采取非常仔细的措施。”

此外，对抗性诉讼也不是Joaquín Almunia理想的解决方式。他希望政府能够及时有效地干预不违背市场的竞争行为，因为在快速发展的技术市场，时间的重要性不言而喻。

2012年5月21日，Joaquín Almunia称在开启调查之后接到大量的投诉，欧盟也进行了大量的市场调查。初步认定，谷歌的商业模式在四个方面可能被认为滥用了市场支配地位。第一，谷歌对于自己垂直内容的搜索服务比竞争对手提供的垂直搜索服务给予更多展示支持；第二，谷歌应用第三方的评论信息没有经过同意；第三，迫使第三方网站大量应用谷歌广告；第四，谷歌限制其广告竞拍平台上的广告转向其竞争对手的平台。

Joaquín Almunia称，案件调查期间，谷歌多次表达了避免诉讼的意愿。“谷歌多次向我表示愿意讨论委员会关注的任何问题，而不必搞对抗性诉讼。这就是我为什今天给谷歌一个机会，来说清楚我们初步确定的那些问题。”

Joaquín Almunia本人以谈判解决此次调查的态度也很明显。“过去，我们常常依赖冗长的诉讼程序来重塑市场竞争环境最终使得消费者受益。虽然这是竞争执法的不可缺少的环节，但我想首先强调的是，争议的快速解决才能让大家在快速变化的市场中受益。”Joaquín Almunia说。他给Eric Schmidt写了邮件，信中列明了欧盟初步确定的四点问题，并希望谷歌能提出相应的解决方案。Eric Schmidt曾在2001年到2011年间担任 Google 的CEO。“如果谷歌的解决方案足以消除我们的疑虑，我将安排我的员工讨论救济方式。根据欧盟反垄断法第九条，我们可以通过承诺决定的方式解决问题，而不必通过附带补偿金和罚款的异议声明（Statement of objections）的正式程序。”

2013年3月，欧盟正式通知了谷歌调查的初步结论。一个月后，谷歌上交了解决方案。第一，明确标明推广服务，区分开自然搜索结果；在易见的位置展示三个竞争对手在垂直领域的搜索链接；第二，所有网站可以退出谷歌的专门搜索服务，并确保不会过分影响搜索排名；第三，去除谷歌在线搜索广告的强制购买协议；第四，不再强制阻止广告主更换广告平台。

2014年2月，欧盟再次收到谷歌改进的解决建议。该建议增加的重要内容是，谷歌的改进承诺将由一个独立的受托人进行监督，承诺在欧洲经济区5年有效。“谷歌已经做出明显让步。”欧盟在2月5日的案件进度报告中写道。在经历漫长且艰难的谈判后，Joaquín Almunia对这样的方案感到满意。

分歧：是否滥用支配地位？

照此思路推进，欧盟与谷歌的和解近在咫尺。然而事件的发展超出了Joaquín Almunia和谷歌的预料。“Joaquín Almunia本以为可以在自己任内结束谷歌案件。不料2014年夏天，德、法政府及企业纷纷发表反对意见，欧盟也就放弃了原来的立场。”一名知情人士对记者说。

2014年11月，谷歌案件调查四周年之际，Joaquín Almunia离职。继任者是原丹麦副总理Margrethe Vestager。2015年4月15日，欧盟委员会向谷歌发出“异议声明”，矛头对准了谷歌的“对比购物”（Comparison shopping）功能和智能手机操作系统“安卓”。声明称，谷歌利用自己的市场支配地位，在搜索界面中，支持自己的“对比购物”产品。针对安卓系统的调查，将集中在谷歌是否支持“反竞争协议”（anti-competitive agreements），以及是否滥用其在手机操作系统中的支配地位。

“我们的目标是适用欧盟的反垄断法。无论哪个国家的企业，只要在欧洲做生意，就不能缩小欧洲消费者选择的权利。”Margrethe Vestager说。“智能电话、平板电脑等电子设备在日常生活中的作用愈发明显。我希望这个市场繁荣起来，而不被任何限制竞争的公司压制创新。谷歌有机会说服欧盟。但如果没有，谷歌就必须面对法律后果，并改变在欧洲的业务模式。”

2016年4月20日，欧盟将谷歌违法欧盟反垄断法的初步结果告知了谷歌。调查认为，谷歌滥用市场支配地位，对安卓设备制造商和移动网络运营商施加了限制。“我们认为，谷歌的行为阻碍了消费者对app和网络服务的更多选择。它阻碍了市场创新，违反了欧洲反垄断法。”Margrethe Vestager补充道。

随着30亿欧元的罚单爆出，欧盟与谷歌再次被舆论推至风口浪尖。

“谷歌在美国碰到类似反垄断审查，但最终美国联邦贸易委员会放行了。谷歌并没有屏蔽竞争对手，只是放到页面较后位置，消费者可以选择。美国认为这种情况不构成滥用支持地位。”北京大学法学院访问教授孙远钊对21世纪经济报道记者表示，“如今全球反垄断的观点日趋一致，欧盟为何在这案件上采取更严格的立场仍然需要强有力的说辞。这不太容易。欧盟的尴尬之处还在于即便打倒谷歌，欧洲也没有可替代的网络企业，利益只是流向另一家美国企业罢了。”

在孙远钊看来，谷歌不会接受如此巨额罚款，会上诉至欧盟法院进行救济。“微软在欧洲的反垄断案件前后共花费了十六年。企业应对诉讼会花费极大的精力和资源，往往会耽误研发和市场拓展。这种案件调查，确实对企业存在相当的杀伤力。”