SMS investigation into Google’s mobile ecosystem
The CMA is investigating whether to designate Google as having strategic market status (SMS) in the provision of mobile ecosystem services including its mobile operating system, native app distribution platform and mobile browser and browser engine.
This investigation runs parallel to the SMS investigation into Apple’s mobile ecosystem.
Case information
The CMA has launched an ‘initial SMS investigation’ under Part 1 of the Digital Markets, Competition and Consumers (DMCC) Act 2024.
The CMA is investigating whether to designate Google as having strategic market status (SMS) in the provision of its mobile ecosystem, including its:
- mobile operating system - which for Google is Android
- native app distribution – which for Android devices is through the Google Play Store, third party app stores, sideloading and pre-installation of certain apps
- mobile browser and browser engine – which for Google is Chrome and Blink respectively
(The precise descriptions of the digital activities we are investigating are set out in the Investigation Notice).
Launch of SMS investigation
- (23.1.25)
- Press release: CMA to investigate Apple and Google’s mobile ecosystems (23.1.25)
App developer workshop
Please note the registration for this workshop has now closed. If you are interested in engaging with the CMA on app developer issues, please contact us at mobilesms@cma.gov.uk.
Invitation to comment: closed
7 March 2025: The invitation to comment closed on 12 February. Non-confidential submissions are published on the consultation page.
Responses: SMS investigation into Apple’s and Google’s mobile ecosystems
23 January 2025: To assist with its SMS investigation, the CMA has published an invitation to comment (ITC) setting out the scope of its investigations, covering mobile ecosystems, the main avenues of investigation and the potential interventions we are currently considering. We invite submissions from interested parties on these issues as set out in the ITC. We will publish non-confidential responses in due course. If your response contains information that you consider to be confidential, please also submit a non-confidential version of your response for publication.
- (23.1.25)
- Consultation: SMS investigations into Apple and Google’s mobile ecosystems
Invitation to comment on consumer survey
24 January 2025: An ITC on a proposed consumer survey in this investigation was published. Interested parties had an opportunity to comment on the proposed methodology and draft questionnaire.
The deadline for comments was 11:59pm on the 28 January 2025.
- (24.01.25)
- (24.01.25)
Indicative timetable
The table below sets out an indicative timetable for the SMS investigation.
On 10 March 2025, CMA Chief Executive, Sarah Cardell delivered a speech at the techUK Tech Policy Conference 2025 in which she set out that a new step would be incorporated into the CMA’s designation investigations – an initial ‘roadmap’ for possible future interventions if a firm were to be designated with SMS.
The intervention roadmap will provide clarity on which issues are likely to be prioritised for earlier action, which the CMA proposes to deprioritise, and which remain subject to further consideration. For the SMS Mobile investigation into Google, we intend to publish the roadmap document alongside the consultation on the proposed decision on SMS designation in July 2025. The indicative timetable below has been updated to reflect this step.
It should be noted that the DMCC Act allows the CMA to consult on proposed conduct requirements (CRs) at the same time as consulting on any proposed decision on whether to designate a firm with SMS. However, CRs may be imposed at any point after a firm is designated.
The dates set out below are indicative only and represent our current expectations and estimates for different phases in the investigation and may be subject to change.
This timetable will be updated as necessary throughout the investigation if there are changes to these timings.
Indicative timetable
Stage 1: Commencement of the SMS investigation and consideration of potential initial CRs
| Timing | Milestone | Engagement |
|---|---|---|
| 23 January 2025 | SMS investigation launch | |
| 23 January 2025 | SMS investigation notice sent to Google and published on CMA website | Google invited to attend introductory meetings with CMA investigation team |
| 23 January 2025 | Invitation to Comment published | Google and third parties respond to ITC |
| 24 January 2025 | Invitation to Comment on consumer survey published | |
| 28 January 2025 | Invitation to Comment on consumer survey closes | |
| January to March 2025 | Initial evidence gathering and engagement with Google and third parties in relation to SMS investigation and potential initial Conduct Requirements - this will include the CMA sending information notices and engaging with stakeholders through surveys, calls, meetings and workshops | Google and other key market participants respond to information notices. Bilateral meetings and roundtables with stakeholders |
| 12 February 2025 | Invitation to Comment closes | |
| Early March 2025 | Publication of non-confidential responses to Invitation to Comment | |
| March to April 2025 | Further engagement with Google and other key stakeholders in relation to SMS investigation and development of potential initial conduct requirements | Further engagement could include, for example, forums such as roundtables and workshops |
Stage 2: Preparation and publication of proposed decision on whether to designate Google with SMS and publication of initial roadmap for possible future interventions
| Timing | Milestone | Engagement |
|---|---|---|
| April to May 2025 | Further evidence gathering and analysis | This may include Google and other key market participants responding to further CMA information notices |
| June 2025 | ’Put back’ process with Google and other parties on potentially confidential material within proposed decision on SMS designation and initial roadmap for possible future interventions. Continued engagement with stakeholders of development of initial conduct requirements. | The CMA will share put back extracts with Google and third parties for comment |
| Beginning of July 2025 | Consultation on proposed decision on SMS designation and publication of initial roadmap for possible future interventions if Google were to be designated with SMS. Continued engagement with stakeholders of development of initial conduct requirements. | Google and third parties respond to consultation |
| End of July 2025 | Consultation on proposed decision on SMS designation and initial roadmap for possible future interventions closes. Continued engagement with stakeholders of development of initial conduct requirements. |
Stage 3: After consultation on proposed decision and initial roadmap of possible interventions
| Timing | Milestone | Engagement |
|---|---|---|
| July 2025 | Opportunity for Google to make oral representations on proposed decisions on SMS designation | Google may provide oral representations on the proposed decision to decision makers |
| August to September 2025 | Analysis of responses to consultation on proposed decision on SMS designation and initial roadmap for possible future interventions. | |
| August to September 2025 | Further evidence gathering and engagement with Google and other parties, as necessary | The CMA may issue further information notices or arrange further calls and meetings |
| September 2025 | If necessary, put back process with Google and other parties on potentially confidential material within SMS Decision Notice and any consultation on initial conduct requirements | The CMA may share further put back extracts with Google and third parties for comment |
| 22 October 2025 | Statutory deadline for issue of SMS Decision Notice. Consultation on initial conduct requirements. | |
| Following any SMS designation | Consultation on conduct requirements closes. Further evidence gathering and engagement with Google and other parties, as required to assess or understand further particular issues raised in those responses. Issue of any Conduct Requirements Notice to Google, and publication as soon as possible alongside any Interpretative Notes and Compliance Reporting Notice. Additional work on further Conduct Requirements or Pro-Competitive Interventions may be continuing. |
Decision makers
The Digital Markets Board Committee (DMBC) oversees and takes certain delegated decisions under the DMCC Act 2024.
Sub-committees of the DMBC have been established under the DMBC to oversee and take certain decisions in specific SMS investigations, in accordance with their terms of reference.
The members for this investigation are:
- Sarah Cardell, Chief Executive, CMA
- Martin Coleman, Non-Executive Director and Panel Chair
- Margot Daly, Inquiry Chair
- Will Hayter, Executive Director for Digital Markets, CMA
- Dharmash Mistry, Non- Executive Director
Contact
Please direct all correspondence or questions in relation to this investigation to: mobilesms@cma.gov.uk
Updates to this page
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Updates to administrative timetable published.
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Responses published.
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Details for upcoming event for app developers added.
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Consumer survey and invitation to comment added.
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First published.