ACCC raises competitive concerns over Google’s acquisition of Fitbit

The Australian Competition and Consumer Commission (ACCC) raised preliminary competition concerns about Google’s proposed Fitbit acquisition.

Google announced its original intention in November to buy a pioneer fitness tracker for $2.1 billion. This gives search engines enormous ownership of Fitbit’s enterprise business and rich consumer health data.

In a statement of public issues, the ACCC outlines that Google’s access to consumer health data through the acquisition of Fitbit could raise barriers to entry and negatively impact competition in digital advertising and the health market. did.

“Our concern is that Google’s purchase of Fitbit will allow it to build a more comprehensive set of user data, further solidify its position and raise barriers to entry for potential rivals. ”Said ACCC Chair Rod Sims.

In addition, the ACCC is also considering whether Google may favor its wearable devices over its competitors when offering related services such as Google Maps, WearOS and the Google Play Store. It was

“ACCC could offer Google an incentive to block some of these products or block access to increase its wearable sales at the expense of rivals, with the acquisition of Fitbit.” I am concerned.”

Sims revealed that the concerns are in line with ACCC’s Digital Platforms Inquiry. It revealed how Google’s market power is built on access to search and location data, and access to data collected through third-party websites and apps.

“Past acquisitions of Google by both start-ups and mature companies like Fitbit further strengthened Google’s position. Access to user data available to Google faces only limited competition. It’s very valuable to advertisers,” he said.

An investigation by the ACCC is currently ongoing regarding these preliminary concerns.

As part of this process, consumer watchdogs understand the extent to which Fitbit data is unique, whether there are other sources of this data, and whether other conflicts could constrain Google to the data. We are asking for feedback on the statement of issue in order to provide third-party access to post-acquisition healthcare-related services, as well as Google’s incentives and other Google products such as Google Maps and the Google Play Store. possibility.

“ACCC’s research focuses on specific online advertising services and early data-dependent health markets. The uniqueness and potential value Fitbit’s data brings to Google, and the competition between these ads and health markets. We are investigating the possibilities of other companies,” says Sims.

Feedback on the ACCC Statement is pending until July 10, 2020.

The ACCC will make its final decision on August 13, 2020.

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