A few months ago Google was hit with a rather large fine from the EU for what the European Commission considered a monopoly abuse of the company's shopping search practice.
However, Google isn't ready to pony up the absorbent €2.4bn being issued by the European Commission, instead the company is mounting an appeal of the ruling.
Perhaps, in light of Intel's €1.1bn appeal win in its competition law suite, Google is now set to file an appeal that will challenge the EU's allegations of the company favoring its online shopping services over that those presented by the competition.
With EU fining Google the largest amount on record for a anti-competitive judgement, it is no wonder Google is aiming to fight the result, especially as its next battle regarding Android software and its online advertising network monopoly is quickly approaching.
As an armchair analysts, it would appear that Google is playing the waiting game and perhaps hoping its appeal history will dovetail into a ruling that is more apt for some time in the future; a future where search becomes less about brand and more about ubiquitous presence.
Regardless of Google's plan, the company currently stands in opposition of the EU's watchdog Margrethe Vestager who's made a name for herself going after big name tech company's such as Apple, Qualcomm and Facebook.
Vestager is well educated in shifting ground that is tech relevance and dominance and according to The Telegraph, sees Google's actions as, "explotive of the 90% market share enjoyed by its search engine to gain a leg up in online shopping."
Coupled with Vestager's hawkish stance against Google, other online price comparison sites are bringing suits against Google as well which has currently forced the company to alter its results in the EU rather than face another bevy of fines.
Google had until this Monday to file its appeal before the deadline and by all accounts it looks like the company met the target day and has effectively extended its seven year long battle with the EU for at least another year.