Europeans Will Have a Special Version of Google

The Google reached an agreement with the European Commission, the equivalent of our Cade, that will change the way the browser works in the bloc. Among several awards, Google will now display the results of competitors in prominent spaces. The decision was made ​​on Wednesday (5) before a packed Commission executives who have thought to apply a fine that could reach 5 billion euros.

The case against Google began in 2010. At least 20 Internet companies went to court questioning the seeker practices: said that Google used the third-party content to promote the results themselves and also highlighted own tools for specific research – for example, travel, or shopping – while giving little importance to the outcome of the competition.
Although the document still needs some adjustments, we know preliminarily that Europe has a number of concessions that Google did not offer any regulatory agency in the world – even in the United States.
For example, Google’s product search will be displayed with at least the product of three competitors. In the statement submitted by the searcher will show three photos of Shopping own and one more of each competitor (in this case: Supaprice, Kelkoo and Shopzilla).
Google’s general counsel said engineers will have to make “significant changes” in the way search works in Europe. Still, Kent Walker said that the intention is to resolve the conflicting issues and move on.
Do not stop there. Competitors will have to pay Google every time someone clicks on certain types of search results. In general, this determination applies to the specific searches. Thus, a travel site (Decolar.com, for example) can enter the Google passages price comparison tool. Provided they pay for it.
Already specific content providers may leave the specific search results, without prejudice to the position in normal search results. If Google launch a website to find restaurants, for example, Yelp could stay out of this tool, but stay in the restaurant pages index search general.
Google’s competitors have begun to complain about the agreement drawn up by the Internet giant and the European Commission. They say that there was not time to do testing market to make sure that the changes will make the expected effect.
Anyway, the overall impression is that the Europeans want to grant to local sites the ability to compete with Google, which has become an increasingly closed ecosystem. Tools specific research are extremely useful, but they always favor Google’s own results (obviously). The European Commission decided that the way it is today, this dynamic causes damage to competition.
The agreement is valid for five years. It should also cover all future search services that Google may launch. In Europe, unlike the United States, Google accounts on average for nine of ten research. Why is this so important to be in the results. It is as if there were another browser.
Now the most important: the search algorithm will continue top-secret. Some competitors demanded that Google opened the search system code, but the company protected the algorithm every possible way. It worked.
Remember that the European Commission usually follows the agreements signed with foreign companies. They did Microsoft choose to install a screen in Internet Explorer if the computer owner wanted to install another browser other than the default Windows. And then fined MS for failure in the implementation of such a screen. Furthermore, Europe had special versions of Windows without parts of the system, such as Windows Media Player, for example.
 

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