The problems Google is facing in Europe is far from over, after the European Commission announced that it would require Google to offer more concessions to hopefully settle a four-year case that surrounds Google's possible abuse of its leading position in the continent.
The request of the European Commission comes after rivals on Google's current offer, is still leaving negative feedback and as they are not pleased with what the Internet company has brought forward to the table. This is a big issue for European Competition Commissioner Joaquin Almunia, as he had planned to wrap the case up in the next two months, and now it is appearing as if the case might go over into its fifth year.
Google over the years have improved its offer three times, but as it stands, these improvements are not enough to curb rivals. The search giant has little choice in the matter of improving its offer, because failure to do so will see Google paying the European Commission $5 billion in fines.
The concerns voiced by the European Commission are centered on four aspects of Google's core business. The commission is having issues with Google linking to its other accounts, for example, linking from YouTube to Maps. Furthermore, it appears Google is copying content from rivals, and this needs to be dealt with.
In addition, Google seems to make it difficult to transfer advertisements to other platforms, and placing certain restrictions on the advertising methods of some rivals.
"We are trying to understand the arguments of the complaints and trying to extract from Google solutions to these solid arguments," Almunia was quoted as saying.
"Some of these replies are very very negative, and in some of those replies some complainants have introduced new arguments, new data, new considerations, so we now need to analyze these, and to see if we can find solutions, Google can find solutions."
Things may take a long time to come to a close, as FairSearch, a lobby group that includes the likes of Microsoft and Nokia, has cast serious doubts as to whether or not new concessions from Google will be able to dispel the concerns of the competition.
If this is the case, then it is either Google is not doing enough or rivals are choosing to make life difficult for the search giant to force a payment of that $5 billion.
