Is Google a monopoly CNBC Explains

When is a big company too big?
我們該如何斷定一家公司是否大到不像話？

In July, the European Commission fined Google a record, breaking $5 billion for violating EU antitrust rules.
這個7月，歐盟裁定Google違反了反壟斷條約，並開罰50億元罰金。

It said Google had abused its dominance in the mobile phone market with Android devices.
他們表示，Google濫用在手機市場佔有優勢地位的Android裝置。

It wasn’t the first time Google faced an antitrust fine, and it might not be the last.
這並不是谷歌第一次因為違反反壟斷條約而被裁罰，應該也不會是最後一次。

Let’s start by trying to understand what a monopoly is.
就讓我們從何謂壟斷開始了解。

The dictionary says it’s a company or group having exclusive control over a commodity or service.
在字典上的解釋是：一家公司或集團擁有對商品或服務的絕對控制權。

In other words, it’s the only seller in a market.
換句話說，他們是市場上唯一的供應商。

We’ve seen plenty of famous monopolies throughout history, from Standard Oil in the 1890s to Microsoft in the 1980s.
在歷史上，我們知道有許多著名的壟斷企業，從1890年代的標準石油，到1980年代的微軟。

There are a few common things that happen when there’s a monopoly, barriers to enter a market, a lack of competition, unfair advantages, control over prices and, often, regulation.
當壟斷事件發生時，總是有一些共同的時空背景：難以進入的市場、缺乏競爭對手、不公平的優勢、失控的價格，以及最常見的，欠缺市場調控機能。

Here's what happened with Standard Oil Trust in the nineteenth century.
以下是發生在19世紀的標準石油壟斷事件。

Around 1880, the company controlled roughly 90% of U.S. oil production.
約莫1880年，標準石油掌握了全美大約90%的石油。

It bought out smaller companies and had nearly total control over prices for consumers.
他們收購了其他規模較小的公司，並且幾乎取得石油價格的掌控權。

This worried regulators.
這讓石油監管機構十分憂心。

By 1911 the Supreme Court decided Standard Oil had to be broken up in a landmark antitrust ruling.
1911年，最高法院裁定標準石油嚴重違反了反壟斷法。

So is Google a modern-day monopoly like Standard Oil?
所以Google是否就像當年標準石油的翻版呢？

The European Commission thinks so, at least in certain parts of its business.
歐盟的答案是肯定的，至少在Google某部分的業務當中。

Here’s where Google got in trouble with its Android operating system.
以下將解釋Google如何因Android作業系統惹上這一連串的麻煩。

Android runs more than 80% of the world’s mobile devices like smartphones today.
現今，全世界的智慧型手機有至少80%使用Android作業系統。

EU regulators said Google forced these device makers to pre-install Google apps like Search and Chrome, making it more difficult for competing apps to gain traction.
歐盟等監管機構認為，Google強迫這些裝置的製造商 預先在裝置中安裝自己開發的應用程式，像是Search和Chrome，其他與Google處於競爭位置的應用程式 吸引力相對減弱。

The EU ordered Google to unbundle its apps from Android devices, which it recently agreed to do.
歐盟下令Google將這些應用程式與Android裝置分家，而Google最近也批准了這項政策。

This wasn’t the first time the EU hit Google for breaking antitrust rules.
這並不是歐盟史上第一次因為Google違反壟斷法而抨擊他們。

In 2017, regulators fined the company $2.7 billion for abusing its dominance in the search market.
2017年，監管機構因Google濫用其在搜尋引擎市場中的優勢地位，裁罰27億元。

Google’s search engine has around 90% of market share in Europe.
在歐洲Google搜尋引擎大約有90%的市佔率。

The European Commission said the company abused its dominance in the search market by giving its comparison shopping service an illegal advantage over rivals.
歐盟委員會表示，Google藉由不合法且不公平的方式，在線上購物平台上與對手競爭，濫用其在搜尋引擎市場中的優勢地位。

Let’s say I was looking for a new pair of headphones.
假設我正打算上網購買一對新的耳機好了。

Google’s comparison shopping service listed a bunch of options at the top of the page.
Google的線上購物比較功能會條列出許多可供選購的商品在搜尋結果的最上方。

It was much more likely I’d click on those top results, generating revenue for Google and not a rival comparison shopping service further down the page.
比起在網頁下方的其他競爭供應商，我直接選擇上方商品的機率非常高，這也創造了Google更多的收益。

Yelp, for example, has complained to the EU that Google unfairly promotes its own search results, making it less likely users will click on other listings and reviews.
舉例來說，Yekp就曾向歐盟抱怨過，Google以不公平的手法推銷自己的搜尋結果，這也讓消費者點擊其他評論和列表的機率大幅降低。

The risk is that Google is stifling innovation and competition.
Google的做法 正在扼殺創新和競爭的可能性。

One thing to note is that it’s not illegal just to be a monopoly here in the EU.
值得注意的是，在歐盟擔任一個壟斷商的角色是違法的。

It’s when monopolies abuse their power at the expense of consumers that they can start to get in trouble.
當壟斷商們濫用權利，使消費者增加開銷時，他們可能需要準備好面臨大麻煩了。

Here’s where it gets tricky with Google.
以下是Google即將面臨的微妙局勢。

It says it actually helps consumers by having a dominant position in the market.
他們表示，這的確幫助消費者在市場上佔有相對優勢。

CEO Sundar Pichai argues Android’s operating system creates more choices for consumers at an affordable price.
他們的執行長Sundar Pichai辯駁說，事實上Android作業系統，為消費者創造了更多在經濟上可負擔的選擇。

This is where Google’s monopoly is a little bit different than historical examples like Standard Oil.
這就是Google和歷史上的標準石油壟斷事件些微不同的地方。

Unlike oil, the services that Google provides are mostly free.
和石油不同的是，Google所提供的的服務幾乎都是免費的。

It can be hard to see how Google’s dominance is harming consumers when many of us can’t imagine life without Google Maps or Search, apps that are free.
大多數的人都無法想像，少了Google所提供的免費搜尋引擎和應用程式，自己的生活將會變得如何？不過這也是Google運用優勢來殘害消費者難以被察覺的原因。

So far the European Union has taken a lead when it comes to regulating big tech.
截至目前為止，歐盟已開始帶頭規範大型科技公司。

The full EU fines are still only a small portion of Google’s overall revenue.
歐盟這次的罰款只不過佔了Google年度收益的一小部分。

But if more regulators start trust-busting, the bills could add up.
不過如果有更多的監管機構開始搜查此事，相信會收穫不少效益。

Hey everyone, Elizabeth here.
嗨，大家好！我是Elizabeth。

Thanks so much for watching our video.
非常謝謝各位抽空觀賞我們的影片。

Let us know if you have any other ideas for CNBC Explains in the comment section.
請不吝於下方的留言欄中提供任何對於CNBC Explains的意見。

And check out all of other videos over here.
並且可以在這邊繼續觀賞其他的影片。

Talk to you later!
改日再聊！

 

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