CRM
Google’s HubSpot deal may not hurt competition, but why the company may still have to fight a tough battle
Google’s parent company, Alphabet, is reportedly considering buying marketing software company HubSpot. While many experts believe the deal wouldn’t stifle competition, it’s likely to face opposition from regulators. According to an inalysis by news agency Reuters quoting industry analysts and antitrust experts, Alphabet’s contemplated acquisition of HubSpot would likely spark opposition from regulators and may require the technology giant to open a new front in its battle with antitrust watchdogs.
The analysts interviewed by Reuters downplayed the competition concerns. They pointed out that HubSpot operates in the customer relationship management (CRM) software sector, a crowded market with major players like Salesforce and Adobe. Google doesn’t currently compete in CRM, and the acquisition could strengthen HubSpot by giving it access to Google’s cloud resources, potentially leading to better offerings and prices for customers.
Regulatory Scrutiny Likely
Despite the lack of competition concerns, experts believe regulators in the US and Europe will likely challenge the deal. Google already faces multiple antitrust lawsuits, including accusations of abusing its dominance in search and online advertising. European regulators are also keeping a close eye on tech giants under the new Digital Markets Act.
History of Big Tech Deals and Scrutiny
The intense antitrust scrutiny has discouraged big tech acquisitions. Microsoft’s recent purchase of Activision Blizzard required concessions to get past regulators, and Adobe abandoned its acquisition of Figma due to anticipated antitrust hurdles. Google itself hasn’t made any major acquisitions in recent years, focusing on smaller deals in the advertising space.
Google’s Motivation for the Deal
Google’s large cash pile of $110 billion and the need to generate better returns on its investments are reportedly driving its interest in a big deal. While Google invests heavily in AI, its shareholder returns haven’t kept pace with competitors like Microsoft and Meta.
Antitrust Concerns Despite Lack of Direct Competition
Antitrust professor William Kovacic believes Google’s dominance in search could taint the deal in regulators’ eyes, even in areas where it doesn’t directly compete, like CRM software. He argues that blocking mergers that could strengthen a weaker competitor could stifle potential rivalry in the market.
The analysts interviewed by Reuters downplayed the competition concerns. They pointed out that HubSpot operates in the customer relationship management (CRM) software sector, a crowded market with major players like Salesforce and Adobe. Google doesn’t currently compete in CRM, and the acquisition could strengthen HubSpot by giving it access to Google’s cloud resources, potentially leading to better offerings and prices for customers.
Regulatory Scrutiny Likely
Despite the lack of competition concerns, experts believe regulators in the US and Europe will likely challenge the deal. Google already faces multiple antitrust lawsuits, including accusations of abusing its dominance in search and online advertising. European regulators are also keeping a close eye on tech giants under the new Digital Markets Act.
History of Big Tech Deals and Scrutiny
The intense antitrust scrutiny has discouraged big tech acquisitions. Microsoft’s recent purchase of Activision Blizzard required concessions to get past regulators, and Adobe abandoned its acquisition of Figma due to anticipated antitrust hurdles. Google itself hasn’t made any major acquisitions in recent years, focusing on smaller deals in the advertising space.
Google’s Motivation for the Deal
Google’s large cash pile of $110 billion and the need to generate better returns on its investments are reportedly driving its interest in a big deal. While Google invests heavily in AI, its shareholder returns haven’t kept pace with competitors like Microsoft and Meta.
Antitrust Concerns Despite Lack of Direct Competition
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