Xiaofeng Wang, senior analyst at technology consultant Forrester, said that if the goal is to reduce Google’s grip on the search market, more than just regulatory changes will be needed.
“This could lead to a more diverse and competitive market, opening up more space for competitors, including smaller players, to increase their market share,” she says.
“However, technological innovation and consumer adoption strategies, including marketing, are critical in determining ultimate success.”
The outcome of this case could set a precedent for regulation of other big tech companies in the U.S., Wang adds.
“The United States has also sued Meta Platforms, Amazon.com, and Apple, alleging that they are illegally maintaining monopolies, so if the Google lawsuit moves forward, it will impact more big tech companies,” she says.
