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If the aim is to reduce Google’s grip on the search market, it will require more than just regulatory change, says Xiaofeng Wang, principal analyst at tech consultants Forrester.
“It could open up more space for competitors, including smaller players, to grow their market share, leading to a more diverse and competitive market,” she says.
“However, technology innovations and consumer adoption strategies, including marketing, would be important to determine their eventual success.”
The outcome of this case may also set a precedent for regulation of other big American tech giants, Ms Wang adds.
“The US has also sued Meta Platforms, Amazon.com, and Apple, claiming they illegally maintain monopolies. Therefore, if the Google case goes through, it would affect more tech giants,” she says.
