Research and Markets - Google Readies Itself for European Antitrust Smartphone Charges

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Regulators are concerned that Google's pre-installed applications are stifling competition and stopping new apps from reaching customers. Google gives Android away as part of its mobile strategy, providing phone makers like LG and Samsung with the software in exchange for pre-installed Google apps on the device. Phone makers benefit from the strategy as it allows them to concentrate on hardware and avoid operating system development costs. Alphabet made around USD 25 billion from Europe alone last year. 

If approved, the new smartphone charges could have a knock-on effect on related markets. The global mobile analytics market is forecast to grow at a CAGR of 20.82% by 2020, as noted in a recent report, but this figure could be higher as Google may require new means to utilize consumer data.

Similarly, the global in-app advertising market is predicted to grow at a CAGR of 39.97% by 2019, as forecast in an industry report, but this figure could be higher if newer applications are given the opportunity to succeed as it will likely lead to renewed ad interest in this area.

For further information on this topic, and a full list of all related documentation, please visit the Online Advertising section at http://www.researchandmarkets.com/rm/NPMJ.

Source: http://www.bloomberg.com/news/articles/2016-04-19/google-s-mobile-model-threatened-by-eu-s-android-antitrust-probe

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