Last month, the news reported that the DOJ proposed to break up Google by “selling” off Chrome and Android in order to “fix” Google’s monopoly on search.
My initial thoughts were the proposed “fix” would have unintended consequences to the consumer and would not truly “fix” the real issue and reason why DOJ brought its case. To my understanding reading through various news sources, the DOJ is rightly concerned about Google’s practices in maintaining “search dominance.”
But let’s take a step back and look at what makes Google good. Back during the beginnings of the internet, I remember using various search engines like Yahoo, Lycos, Altavista, and even AskJeeves with varied success. In testing against Google, these other search engines never offered the link I wanted or satisfied my curiosity as quickly as Google did. That shows how powerful Google’s search algorithm is. Being able to monetize the best algorithm allowed Google to pretty much dominate search competition. Even now in 2024, if I use competing search engines like Bing or Duck Duck Go, Google’s algorithm still satisfy my curiosity by providing the most relevant link within the first five or so non-paid entries. I honestly believe that people will still end up choosing Google because it is a more superior search engine.
Now, back to the case, selling off Chrome would not fix Google’s dominance in search. I imagine Chrome to be more as a vehicle allows access to Google’s search. What the DOJ should instead be asking Google to do is…
1) remove default access to google search.
2) provide users with a choice of different search tools for use.
3) if the user ends up settling on Google Search, then after every Chrome update, the user should be presented with a choice again for different search tool or continuously confirm Google as the search provider.
This sort of solution makes it so that using Google’s search is conscious decision by the user and not some sort of paid default search. Let’s give the users a say in what they really want. With the government not knowing how Technology works, I am VERY pessimistic that they will make a decision that benefits the users.
With Android, to be honest, search is embedded into the OS. As an Android user, it is very convenient to search for things. I think DOJ is on the right track to prevent the auto loading of apps to the OS. Similar to the Chrome solution, Android (if the phone is not a Pixel or Google made/designed phone) should be promoting or letting users choose the various apps for use. They company that is making the phone most likely has their own suite of products that can be promoted. And since Android allows the use of different apps, the user should be given the option on what apps they want to use. Android might need to be fixed such that search is a modular part of the OS and can be interchangeable with different apps.
And finally, to prevent Google from abusing it’s monopoly on search, why can’t a simple rule be implemented that prevents Google from participating or buying its position as the default. Simultaneously there should also be a ban on Google from acquiring any search related technologies or companies. These two restrictions should help small search companies grow and/or at least find some niche market to compete against Google.