THE European Union’s top antitrust regulator, Margrethe Vestager, has made it her mission to stem alleged anti-competitive abuses by big American tech companies, threatening as recently as last month to break up Alphabet Inc’s Google.

But a decision in the most important of three antitrust cases against Google — this one aimed at loosening its stranglehold over Android-powered smartphones — is likely to show just how difficult it is, even for a committed trust-buster like Vestager, to dent the power of the US giants.

The final ruling, expected within the next few months, will likely involve a multibillion-dollar fine and an end to clauses in licensing agreements that stop smartphone vendors from promoting alternatives to apps such as Google Search and Maps, people familiar with the European Commission’s thinking say.

The decision, which is expected to hew closely to recommendations made in 2016 soon after the probe began, will almost certainly leave Google’s market dominance intact because the incentives to stick with the company are so strong, say industry executives, analysts and even its foes.

Robert Marcus, a former member of Microsoft’s mobile strategy team and now general partner at investment firm Quantum Wave Capital, said it was “virtually impossible” that any EU penalty would “change anything massively for Google.” The case holds lessons for regulators in Europe and elsewhere as they pursue Google, Apple, Facebook and Amazon over practices including anti-competitive conduct, tax avoidance and a cavalier approach to user data and hate speech.

German regulators have shown that targeted measures can force changes in a company’s conduct, such as compelling social media companies to quickly remove hate speech. Tax authorities can close loopholes and change laws to collect more money.

But stimulating competition in markets where products and services are free is a far more difficult undertaking.

“Once someone is entrenched, you can’t say, ‘stop’ and things get better,” said Mark Patterson, a Fordham University law professor who has researched Google antitrust issues.

The Commission declined to comment on the case. Google did not respond to a request for comment.

Few alternatives

Google holds 90 percent of the European search market, meaning there are few plausible alternatives for handset makers or consumers who might want to opt out.

Phone vendors will be reluctant to dump popular applications such as Google Maps even if they could do so freely. An executive at one major smartphone maker said European wireless carriers have told his company they would refuse to market phones without Google Search or the Google Play app store.

Alternatives to Android remain scarce. And Google still has the option of going all out with its own Pixel phones if new rules make licensing Android unappealing.

Tom Moss, a former Google employee who wrote key parts of the first Android licensing agreements a decade ago, told Reuters tight control was necessary at the time, both to assure a standard platform for third-party software-makers to build Android apps and to guarantee customers a consistent experience.

Moss, now with the gaming hardware company Razer, acknowledges that at this stage, however, “keeping all the same policies and approaches can seem heavy-handed, unfair and anticompetitive”.

He added: “It’s not the end of the world” for Google that the EU is reassessing the arrangements.

The EU’s Android investigation began in 2015 following a complaint two years earlier from lobbying group FairSearch, whose members at the time included competitors like Oracle , Nokia and Microsoft. Sources said Amazon also complained.

A preliminary document from 2016 said regulators should levy a large fine and that Google should stop giving revenue sharing payments to smartphone makers to pre-install only Google Search, as well as stop requiring Google’s Chrome browser and other apps to be installed alongside Google’s Play store.

The EU was not likely to go further than that recommendation, EU sources said. Ordering the company to divest its Android business altogether, for example, would be difficult to justify under European law, European Commission sources said.

Deutsche Bank analyst Lloyd Walmsley said in January the EU “could require more onerous changes” than it did last year in its inquiry into whether Google was favouring its own online shopping service in search results.

In that case, Google was fined $2.4 billion euros — a large amount for most companies, but barely 2 percent of the company’s 2017 sales.

Published in Dawn, The Business and Finance Weekly, April 16th, 2018