Google Buying Fitbit for 'Devices, Not Data'; EC Probes Deal
Google’s proposed buy of Fitbit “is about devices, not data,” blogged Rick Osterloh, Google senior vice president-devices and services Tuesday. It would “increase choice, and create engaging products and helpful experiences,” said Osterloh of the deal announced in November (see…
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1911010051). The European Commission is concerned it would further entrench Google's market position in online advertising “by increasing the already vast amount of data that Google could use” for targeted ads, it said. EU Executive Vice-President Margrethe Vestager said European consumers’ wearables use is expected to grow, along with data that provides “key insights” about their health. It wants to ensure Google’s control over data collected through wearables due to the transaction “does not distort competition.” Osterloh said Google doesn’t make or sell wearables that compete with smartwatches and fitness trackers from Apple, Samsung, Garmin, Fossil, Huawei and Xiaomi: the combination of Google and Fitbit's hardware efforts "will increase competition in the sector, making the next generation of devices better and more affordable." Google has been "clear from the beginning that we will not use Fitbit health and wellness data for Google ads,” said the executive, noting the company recently offered to make a legally binding commitment. “We will give Fitbit users the choice to review, move or delete their data.”