European Union will force Google to un-bundle Play Services and Chrome/Search; Google announces plan

An Android phone without the Play Store, Chrome, or Search seems like something out of another dimension. When we think Android, we think Google. When we think Google, we think of Play Services, Chrome, and Search. It is hard to imagine one without the other, but due to an European Union investigation in to the bundling of Google services, Android phones could be very un-Googly (in Europe anyway).

The EU Decision

The committee investigating Google for the European Union came to a decision that Google forcing manufacturers to include Chrome and Search to gain access to the Play Store was a violation of anti-trust and monopoly law. This decision will force Google to offer Play Services without Chrome and Search (only in Europe) on forked versions of Android (in addition to a hefty $5 Billion fine). For reference, picture a Tizen phone or FireOS device with the Play Store. This would mean that Samsung could offer a device running FireOS with Silk as the main browser and DuckDuckGo as the main search engine.

Google's Plan

Now, just because Google has to offer Play Services without its ad machines built in does not mean they have to offer is for free. Reportedly, Google has developed a pricing plan designed to maintain their profits while complying with EU regulations. For those that want just Android, but no Play Store or services, that will be free (think China); this is how it has always been anyway. For those that would like just the Play Services without Chrome and Search, there will be a $40.00 charge per device. This could lead to an increase in device costs (likely) or a hit in profits (unlikely).

However, it is the third option that not only appears to be the most likely for many manufacturers, but the greatest middle finger Google could have given to the EU. If a manufacturer decides to purchase Play Services for the devices, they have the option to include Chrome and Search as well for no extra charge. In addition, Google will kick back revenue gained from advertising in Chrome and Search which could in essence offset the cost of the services ($40). Basically, if you decide to bundle Chrome and Search as the default, you could be getting Play Services for free which is essentially what was happening before the EU decision.

What could happen

It remains to be seen what will happen to Android, Play Services, and Google in the EU. There is the possibility that the EU could decide that this new plan does not properly change the procedure enough to comply with monopoly regulations, and they could force Google to change this plan. There is also the possibility that Google wins on appeal (as they are currently attempting) and the market could return to how it was before.

However, neither of these are likely to happen. More than likely, the EU will allow continue to act as they are because even though this appears to be gaming the system, the possibility of competition is now there which was the goal. While Google would still hold the upper-hand with Play Services, this opens the door for someone to offer better browser and search experience with higher profits. In addition, this also opens the door for another app store to gain traction; this could be offered for less than the $40 meaning manufacturers will have options.

Will the Amazon App Store or Tizen store gain a foothold in the market? I doubt it; everyone knows these stores are a train-wreck as it is due to the high amount of people that freely put the Play Store on their Kindle. However, the fact remains that there is now the possibility that another store could gain traction, and that was the goal all along.