Arrogance is the most toxic waste-product of technology companies. Past examples abound: IBM, AT&T, Microsoft… All their hauteur got them were expensive antitrust actions and customer backlash. Last week, we got yet another example of the insufferable behavior still prevailing in the high-tech world — with the to-be-expected response from regulators and markets.
Navx is a €1m a year French company whose business is speed radar location databases. In France, it is illegal to sell or use selling radar detectors, devices that pick the microwave or laser radiation emitted by speed guns and automated cameras. But providing speed trap location data is lawful. In fact, the French Interior Ministry maintains a public database for fixed radars. And companies such as Navx, or various GPS makers supply location information for mobile radars.
To sell its product, Navx relies massively on Google AdWords: the company buys keywords that guarantee a high ranking in search results associated to terms like “avertisseur radar” (radar warning). Over the years, Navx invested a large part of its revenue in keywords purchases, up to €400,000 a year. For Navx, like for millions of other businesses all over the world, the result was a massive dependency on Google systems. For Navx, Google worked very well: in October 2009, 69% of new subscribers revenue came from AdWords. The company was still losing money, but growth was promising. Then, Google pulled the plug, arguing Navx business was illegal. Google’s ukase came at the worst possible time: Navx was about to complete its second round of funding. The company lost most of its new revenue stream, causing investors to get cold feet, in turn causing Navx to lay people off, and so on. Navx argues the legality argument was a mere pretense: Google had a real, ulterior motive for the ejecting the speed trap location ads from its system. Navx believes its tiny but growing service came to be viewed as competition for Google’s own geolocation services. That’s a possibility.
Such a story is typical of Google’s opaque world. Countless examples are offered in books, in newspaper and magazine stories where businesses went belly up because some geeks in Mountain View turned the dials of an unseen algorithm, without the slightest regard for the impact on the very businesses that pay their salaries. Read More
















