Google faces first fine of the EU in 2016 without offering cards

Google is likely European Union face antitrust its first year of sanction esta, with little prospect of solving a test case with the regulator block on shopping service ITS, the People family with it.

There is little incentive for either party needed to reach an agreement in a dispute six years that could set a precedent for Google searches for hotels and other services and Flights test the ability of regulators to ensure diversity in the Web.

of Google Inc alphabet, which was hit by a second antitrust EU burden this month for using Android dominant mobile operating system to eliminate rivals, it shows few signs of backtracking after years of discussions with the European authorities.

Several people familiar with the matter said they believe that after three failed attempts since 2010 commitment, Google does not have a plan to try to resolve allegations that its Web search results their own shopping service, unless the watchdog EU changes its position.

Such a change in attitude seems unlikely, with the European Competition Commissioner Margrethe Vestager - Dane who team is leading the Google research - showing little interest in reaching a solution Where there is no finding of violation or fines against the company, others He said.

Vestager based hard approach, and the case of the Commission, are dozens of complaints from businesses, large and small, on both sides of the Atlantic.

The shadow of Microsoft

For Google, which has denied the allegations, the stakes are high. Some rivals are convinced that it is good any effective cost of doing business and has no more to gain the benefit of Existing its business model to grant complaints.

The European Commission declined to comment.

"From the perspective of mashed profitability, better dragging the case of competition, the continuation of practices for as long as possible, and ultimately to pay a fine that will be less than the benefits generated by continuing behavior," Thomas Vinje, WHO recommends a lawyer Several competitors of Google, told Reuters.

However, some sources see last week They pact low profile Said with archrival Microsoft to remove all regulatory complaints against each other as a sign that Google could choose time to reach an agreement with Brussels.

Doing so would avoid a repeat of harmful Fight Microsoft with the European Commission and the solution at least with the EU their dispute over Internet shopping might also tackle possible actions of other regulators.

A source said it was too early for Google to rule anything out or if it comes to the EU.

To date, Google has a mixed record in the adoption of regulators worldwide, winning some battles and losing others.

However, Microsoft provides a good lesson for those who want to take the Commission, Ioannis Kokkoris, professor of law at Queen Mary University of London, said.

Microsoft ended euros effects of more than 2.2 billion ($ 2.5 billion) after a battle than a decade with the Commission.

"You are entering a long battle, a costly battle. And if you go to court, the result would not necessarily better," said Kokkoris ....