The deal was planned for a very long time.
The European Commission (EC), the main antitrust regulator, the EU approved the merger of the American Apple’s acquisition of app for music recognition Shazam.
Member of the European Commission for competition Margrethe Vestager said that the Commission should carefully check the transactions that lead to the acquisition of an important amount of data, including those that may be potentially sensitive to prevent the restriction of competition. After a thorough analysis of the deal Shazam and Apple was found not to contain the threat of competition in the market for music streaming.
The British company Shazam was founded in 1999, has developed a program that allows users of telephones or computers to recognize (and buy) the musical compositions heard by a short fragment. A large portion of its income is Commission based songs, found through the program in the virtual store iTunes of Apple, reports the BBC. The application has been downloaded over 1 billion times and discover more than 20 million times a day. In this regard, the company has accumulated a huge amount of data about musical habits and preferences of the audience.
The European Commission came to the conclusion that the data are available in Shazam, are not unique and will not provide Apple with a significant advantage.
At the same time, Apple will be able to eliminate the middleman and save on commissions. The transaction is also put at a disadvantage competing services, as the application can disable the redirect consumers to other music stores, including Spotify or Google Play Music, which will strengthen the position of Apple Music.
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