The clock is counting down on the FTCs two year investigation of Google. The government has spent a hefty chunk of our tax dollars to see whether Google is a monopoly which acts against the interests of the market. A horde of heavily biased search ‘also ran’ companies has lobbied to have Google either sued (probably the largest action since Microsoft in the 90’s) or reach a deal with Google which would in their minds level the playing field. Word is that most of the FTC favors moving ahead against Google….but I wander if that really would do any good.
It’s a tricky situation. Google is undoubtedly a monopoly, but if you didn’t have search life would go on…no babies in incubators would die. However they are the fulcrum of a huge amount of the new economy so to have them favor their own projects and harm the competition could be a problem. What I found rather distasteful was the spectacle of Silicon Valley Congress people writing to the FTC suggesting that they back their tanks off Google lawn lest their actions harm the economy….really? Google is now too big to sue?
Google is a monopoly in terms of overall search traffic and especially in terms of the crucial commercial search market. They are aggressive and unwavering in their pursuit of their interests….but this is America they are allowed to be. I long since gave up trying to keep up with the endless parade of “next Googles” in search. The short answer is the next Google might be Facebook…or Apple. Remember when Microsoft was an evil Monopoly…before browsers took so much of the desktop over…before Apple surged back and Google cornered search, before Microsoft got fat and lazy? There are serious threats to Google in the search world. If Facebook cuts a deal with Yahoo, Siri continues to grow, Amazon continues to establish mastery of shopping search and we continue our dash to mobile there will be ample opportunity for Google to step up or others to step in.
I suggest the FTC strike a deal to the effect that Google will clearly label all advertising from any source and will undertake not to unfairly promote their own products above others….then let the market vote with its feet.