Googles Fitbit takeover delayed until December as EU officially launches investigation

Google’s proposed takeover of smartwatch giant Fitbit is now being delayed until at least December as the European Commission officially launches an investigation.

Google tabled a $2.1 billion bid for Fitbit last November, but competition concerns have prevented the deal from going through.

Now the European Commission has officially launched its investigation into the acquisition aiming to establish whether Google’s potential access to swathes of personal fitness data could “futher entrench” its market dominance.

Fitbit, which has 28 million active users worldwide, collects vast quantities of user data from weight statistics to their fitness levels.

Concerns have been raised that by accessing this data Google could personalise adverts and further cement itself as the dominant force in online advertising.

READ MORE: Google’s $2.1bn Fitbit takeover slammed by 20 consumer groups

The investigation could yet entirely derail the deal, and is due to give a final verdict in December, over a year after it was originally proposed.

“Our investigation aims to ensure that control by Google over data collected through wearable devices as a result of the transaction does not distort competition” the European Commission’s vice president Margarethe Vestager said.

In response to the investigation Google devices chief Rick Osterloh said: “This deal is about devices, not data.

“We’ve been clear from the beginning that we will not use Fitbit health and wellness data for Google ads.

“There’s vibrant competition when it comes to smartwatches and fitness trackers, with Apple, Samsung, Garmin, Fossil, Huawei, Xiaomi and many others offering numerous products at a range of prices.”

“We don’t currently make or sell wearable devices like these today. We believe 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.”

Click here to sign up to Charged free daily email newsletter



Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest retail tech news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.