Chiara Rawlins
Principal
On 1 November 2019, Fitbit Inc (Fitbit) announced it had entered into an agreement for it to be acquired by Google LLC (Google) for US$2.1 billion.
The Australian Competition and Consumer Commission (ACCC) has expressed its preliminary concerns in respect of the proposed acquisition in a Statement of Issues. Specifically, the ACCC raise the potential adverse effect that the proposed acquisition may have on competition in the digital advertising and health and wearable technology markets.
Last year, the ACCC handed down its Digital Platforms Inquiry Report, in which the ACCC expressed views regarding Google’s market power in, among other things, various digital advertising markets more generally.
Fitbit is a manufacturer and supplier of wearable devices, such as a wrist-worn watch and other wireless technology products that track personal and health-related activity. Their watches are well-known amongst health and fitness enthusiasts for their ‘fitness tracker’ technology. The ACCC considers Fitbit’s data as “unique” including for the reasons that it includes the accumulation of health-related data collected from consumers over 10 years.
At present, Google does not have a market presence in the wrist-worn or smartwatch markets. By acquiring Fitbit, Google will be able to leverage Fitbit’s available data, diversify its services, and strengthen its already unmatched position in various other markets – including but not limited to search and display advertising and ad tech services.
Section 50(1) of the Competition and Consumer Act 2010 (Cth) (the Act) prohibits acquisitions by a corporation that would have the effect, or be likely to have the effect, of substantially lessening competition in any market. The factors that must be considered include, amongst other factors:
These factors are aimed at promoting the underlying objective of the Act which is “to enhance the welfare of Australians through the promotion of competition and fair trading and provision for consumer protection”.
The ACCC cited the following preliminary “issues that may raise concerns”:
The ACCC’s preliminary view is that the proposed acquisition may have the effect of, or may be likely to have the effect of, substantially lessening competition in:
In relation to (a), the ACCC’s concern is that:
In relation to (b), the ACCC’s concerns include that:
The ACCC’s preliminary view is that the proposed acquisition may have the effect of, or may be likely to have the effect of, substantially lessening competition in the supply of wearables.
The ACCC note that as a significant supplier of and controller of key services relevant to its proposed supply of wearables – including but not limited to Google Maps and the Google Play Store, which third-party wearable manufactures rely on access to at least one of Google products. Acquiring Fitbit would only provide Google with incentive to exclude other possible entrants to the wearable market.
The ACCC is accepting submissions relating to its Statement of Issues until 10 July 2020.
It is anticipated that the ACCC will hand down its final decision on 13 August 2020.
The proposed acquisition has not only been the subject of regulatory scrutiny here in Australia, as Europe’s and the United States’ anti-trust regulators are also reviewing the transaction in their respective jurisdictions.