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OAKLAND: The U.S. government's antitrust suit against Alphabet Inc's Google<\/a> on Tuesday could deliver a huge opportunity for Microsoft<\/a> Corp to increase usage of its Bing search engine, an unexpected epilogue years after it abandoned a long campaign for legal relief.
From at least 2007 through 2015, Microsoft<\/a> lobbied lawmakers, funded private lawsuits, commissioned opposition research and academic papers and even ran TV commercials, all with the aim of getting regulators to bar what it viewed as anticompetitive practices by Google<\/a>.
Codenamed \"Appendix A\" inside Microsoft, the campaign failed to change Google's behavior or boost Bing's market share, according to current and former Microsoft officials involved in the effort. Satya Nadella<\/a> killed Appendix A by cutting funding and staff when he took over as chief executive in 2015, the sources said.
Yet, the concerns once expressed by Microsoft underlie the Justice Department's new case.
Google cornered the web search and search ads markets by paying billions of dollars to smartphone makers, wireless carriers and browser makers to promote its search engine and penalizing them for showcasing rivals, the government alleges.
Google denied the claims in the lawsuit and called it \"deeply flawed.\"
The complaint quotes a Google executive as saying without the \"really important\" penalties, Bing could have stolen away the widespread promotion Google enjoyed. Another Google staffer is quoted as noting Google's promotional deals with browsers are \"a good way to keep [a browser] away from Bing.\"
About 80% of U.S. web searches go through distribution points that Google now owns or controls, leaving Bing with about 7% of the market as the closest competitor, the lawsuit says.
Though Google said it is prepared to fight the lawsuit for years, the filing of the complaint is likely to motivate its search engine rivals to newly invest in improving their technology and challenging Google's various restrictions to gain greater distribution, technology and legal experts said.
And if Microsoft's response to a government antitrust lawsuit twenty years ago is any guide, Google may move more cautiously against rivals while the case plays out.
\"Markets work better when firms know there is a sheriff in town,\" said Chris Sagers, law professor at Cleveland State University.
Sridhar Ramaswamy, a former Google executive who now runs Neeva, which is developing a paid, privacy-focused search engine, said that \"we hope the DOJ's actions will create a more equal playing field for search apps like Neeva that want to create real options for customers.\"
Microsoft declined to comment for this story. It has answered questions about Google from investigators in several countries over the last two years, according to public records, but has not been proactively bashing Google, two academics and two attorneys once retained for anti-Google work said.
APPENDIX A<\/strong>
The Appendix A effort dated back to Microsoft's frustration with Google's 2007 acquisition of online advertising company DoubleClick for $3.1 billion, or less than what Microsoft had offered, one source said.
Then-CEO Steve Ballmer organized a handful of people to understand Google's strategy and fight the deal, which regulators approved over Microsoft's objections.
The codename, according to sources, referred to the section within a paper written by Google's co-founders in which they said \"advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers.\"
Microsoft tried to make a case to regulators and the public that Google hurt consumers by blocking them from alternatives and instead ironically providing low-quality search results because they were packed with ads.
Microsoft funded and managed anti-Google groups including FairSearch and Icomp, bringing on board other Google foes including Expedia Group Inc, Yelp Inc, News Corp and Oracle Corp, sources said.
Microsoft-backed websites, such as SafeCloud.org, promoted articles raising concerns about the security of Google cloud services, one source said. One Microsoft staffer focused on bonding with small business aggrieved by Google, two other sources said, with some of the operations subsisting off Microsoft funding.
Political campaign strategist Mark Penn later joined in 2012 to produce the widely viewed \"Scroogled\" advertising campaign that criticized Google's privacy practices and its ad-heavy product searches.
But when Nadella took Microsoft's reins, he expressed concern that fighting the industry darling that was Google had hurt his company's ability to hire, partner and attract new business, according to sources involved in the discussions. Nadella decommissioned the Appendix A team, cleared the air with Google, and began using Google-owned software to power Microsoft's internet<\/a> browser and some mobile devices.
Bing's ad salespeople are among those inside that have agitated to renew anti-Google lobbying, sources said.
Meanwhile, Oracle and those other Google critics picked up where Microsoft left off, and have focused over the last five years on Google's control over advertising technology used by publishers - a subject mostly left out of Tuesday's complaint.
The Justice Department could introduce allegations related to Google's advertising technology as soon as next month, again benefitting Microsoft, according to sources briefed on the investigation.
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美国对谷歌证明老从微软反垄断的抱怨
美国政府反垄断诉讼字母表(aapl . o:行情)的谷歌对微软(msft . o:行情)周二可以提供巨大的机会增加其“必应”(Bing)搜索引擎的使用,一个意想不到的结尾年前放弃了竞选的法律救济。
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奥克兰:美国政府反垄断诉讼字母(aapl . o:行情)的谷歌周二可以提供一个巨大的机会微软公司增加其“必应”(Bing)搜索引擎的使用,一个意想不到的结尾年前放弃了竞选的法律救济。
至少从2007年到2015年,微软游说议员,资助私人诉讼,委托反对研究和学术论文,甚至是电视广告,所有计划的目的在于让监管机构禁止它视为反竞争行为谷歌。
代号为“附录一”微软内部活动未能改变谷歌的行为或提升必应的市场份额,根据微软现任和前任官员参与工作。萨提亚Nadella杀附录A通过削减资金和工作人员2015年他接任首席执行官时,消息人士说。
然而,所表达的担忧一旦微软基础司法部的新情况。
谷歌垄断了网络搜索和搜索广告市场支付数十亿美元的智能手机制造商,无线运营商和浏览器制造商促进其搜索引擎和惩罚他们展示竞争对手,政府称。
谷歌拒绝索赔的诉讼,称其为“漏洞百出”。
起诉书援引谷歌高管的话说没有“真正重要的”惩罚,Bing会被盗走谷歌享有广泛推广。援引另一个谷歌职员指出谷歌的促销处理浏览器”的一个好方法让(浏览器)远离必应。”
大约80%的美国网络搜索通过分配点,谷歌现在拥有或控制,让必应(Bing)约7%的市场最接近的竞争对手,该诉讼说。
尽管谷歌说,它准备对抗诉讼多年来,提起投诉可能会促使其搜索引擎的竞争对手新投资于提高他们的技术和挑战谷歌的各种限制来获得更大的分布、技术和法律专家表示。
如果微软回应政府反垄断诉讼二十年前,谷歌可能会更谨慎地对竞争对手而收场。
“市场更好地工作当公司知道城里有一个长官,”Chris萨格尔说克利夫兰州立大学的法学教授。
bloom Ramaswamy,现在谷歌前高管Neeva运行,这是开发,搜索引擎,shadow表示,“我们希望美国司法部的行动将创建一个更公平的竞技场搜索应用程序像Neeva想为客户创造真实期权。”
微软拒绝评论这个故事。回答问题对谷歌的调查人员在几个国家在过去的两年里,根据公共记录,但没有主动抨击谷歌,两位学者和两个律师一旦批保留工作。
附录A
附录A努力追溯到微软的不满谷歌2007年以31亿美元收购在线广告公司DoubleClick,或低于微软提供了,一个消息来源说。
当时的首席执行官史蒂夫•鲍尔默(Steve Ballmer)有组织的少数人了解谷歌的战略和与交易,监管机构批准在微软的反对意见。
代号,据消息人士透露,指节在谷歌的共同创始人写的一篇论文中,他们说“广告资助的搜索引擎本身会偏向于广告商和远离消费者的需求。”
微软试图让一个案例向监管机构和公众,谷歌通过阻止他们伤害消费者选择,而具有讽刺意味的是提供低质量的搜索结果,因为他们充满了广告。
微软资助和管理组包括FairSearch和酝酿Icomp把船上其他谷歌的对手包括Expedia集团,Yelp Inc .,新闻集团(News Corp)和甲骨文(orcl . o:行情),消息人士说。乐动扑克
则报道最多只能延缓微软方面的网站进度,如SafeCloud.org,提升文章提高谷歌云服务的安全担忧,一个消息来源说。一位微软职员关注谷歌与小企业愤愤不平,另外的两名消息人士说,微软与现存的一些操作资金。
政治运动策略师马克·佩恩之后2012年加入生产普遍认为“Scroogled”广告批评谷歌的隐私惯例和很多广告的产品搜索。
但当Nadella了微软的缰绳,他表示担心,谷歌的行业亲爱的伤害了他的公司雇佣的能力,合作伙伴和吸引新业务,据消息人士参与讨论。附录Nadella退役的一个团队,与谷歌清除空气,开始使用谷歌所有软件微软的互联网浏览器和移动设备。
Bing的广告销售人员是那些激动的内重新进行游说,消息人士说。
同时,甲骨文和谷歌其他评论家拿起,微软离开,并集中在过去五年中在谷歌的控制所使用的广告技术出版商——主题主要是周二的投诉。
司法部可能引进相关指控谷歌广告技术尽快下个月,再次中微软,根据调查的消息人士透露。
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