By?Aditya Gupta
Google and Amazon are two of the largest brands in today?s marketplace, while one controls what netizens search and see, the other controls most of what is bought and sold online. With their massive control over the online marketplace there is bound to be some rivalry, but recently this rivalry has become very evident and may begin to hindrance the development of this market.
The most recent act of aggression by Google was the blockage of YouTube on Amazon?s Echo Show speaker device, and this will further extend to Amazon Fire Stick by January. This clear sign of rivalry was met by previously by Amazon with its blockage of selling the Google Chromecast device on its website. Additionally Amazon has refused the sell the Nest E Thermostat, Nest?s Camera IQ and Nest?s Security system. Both the giants foresee the potential threat each one poses to the other and are trying to take every measure no matter how extreme it may be to curb it. This may have a short term effect on current sales but can create a lasting effect in the market with respect to the consumer?s faith in the company as to the effective availability and dealing of a rivalrous situation.
The impact this situation has on the consumers is a rather lasting one.? Looking at this from a consumer?s perspective, the situation looks very childish. One seller refuses to sell a product and the other one does the same, a seemingly immature situation. There isn?t much deeper meaning to it that the fact that it is the outcome of a rivalry between the two giants.
Looking at the entire situation from the future growth perspective, it is evident that both companies realise the importance of functioning in a smooth and coordinated environment. Recently Amazon has withdrawn its ban on the Chromecast sales on its website. The words of a source with inside information hint towards the graveness of the issue at hand, ?Google is setting a disappointing precedent by selectively blocking customer access to and open website. We hope to resolve this with Google as soon as possible?. This statement was made after the release of the news stating that YouTube could still be accessed through the website URL and Google promised to block access as soon as possible.
Finally, when overlooking the entire situation it is appears to be harmful for the consumers as they have to figure out ways to work around company rivalries. The giants must work out their differences in order to be able to capitalise on the huge potential demand in today?s market. The key to a profitable growth is very evidently, coordination. Working in an integrated manner with rivals has always proven beneficial for the parties involved. This situation is no different than the rivalries we see in other sectors, it appears to be the first of its kind as the digital market has been growing at a rapid pace. Sorting out differences and focussing on innovation is the dire need of today?s market.
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