Google is illegally holding a monopoly, what opportunity does this present DuckDuckGO?

A judgement was passed last week declaring that Google has illegally been manipulating market forces in its favour of its dominant position in internet search.

In its securing of deals to be the default search engine on devices like the iPhone, Google have affectively killed off the competition in the marketplace and now US antitrust authorities are considering what remedies to consider to rectify the situation.

This development now presents competitors like DuckDuckGO with a tantalising opportunity.

According to The New York Times:

'Remedies in antitrust cases can have profound effects. In 2000, a federal judge ruled against Microsoft in an antitrust case and ordered the company be split up. A breakup was reversed on appeal, but key legal findings were upheld. Afterward, Microsoft did not exert its dominance over the emerging internet industry, creating room for young companies — like Google — to thrive.'

There is no doubt that Google illegal behaviour over the years has contributed significantly towards its entrenched position as the #1 brand in search. The reality is that not many of us have ever used any of the alternatives in the category, so we are largely ignorant of what the competitor offering are.

What competitors like DuckDuckGO really need is easier access to the market. They need awareness. They need to be made easily accessible.

Perhaps the regulators might consider remedies that address this issue? Making Google pay to promote their smaller competitors.

That'll hurt. But at least users of the internet will be given other options.

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