Algoritma ve Rekabet Hukuku: 4. Madde İhlallerinin Dijital Gorünümleri

İçerisinde bulunduğumuz bilişim çağı, tüketicilerin tüketim davranışlarını hızla değiştirmektedir. Tüketiciler, geçmişte yalnızca uçak bileti ya da otel rezervasyonu için kullandıkları online platformları artık bankacılık işlemleri, ulaşım hizmetleri veya ev-ofis ihtiyaçlarını karşılamak için de kullanabilmektedir. Online platformlara doğru yönelen talep haliyle arzı da online platformlara kaydırmıştır. Teşebbüslerin fiziki ortamlardan online ortamlara geçiş yapması doğal olarak piyasadaki rekabet yapısını da etkilemiştir. Teşebbüsler online platformlar üzerinden satış yaparken, gelişen teknolojiyle ortaya çıkan daha iyi veri toplama ve analiz etme teknikleri ile fiyata etki eden değişkenleri daha kolay analiz edebilmekte ve satış fiyatlarını da anlık olarak çok düşük maliyetlerle değiştirebilmektedir. Fiyat optimizasyonlarının algoritma tabanlı programlar aracılığıyla etkin bir şekilde yapılabilmesi, algoritmik fiyatlama da denen bu yöntemin kullanımının yaygınlaşmasına sebep olmaktadır. Bu durum ise, teşebbüslerin algoritmaları pazardaki rekabetçi yapıyı kendi lehlerine bozmak amacıyla kullanabileceği noktasında bir hassasiyet yaratmaktadır. Fiyatlama algoritmaları, etkinlik kazanımlarının yanı sıra, teşebbüslere rekabet karşıtı davranışlarda bulunmak adına yeni fırsatlar da sunmaktadır. Algoritmalar rekabet karşıtı bir anlaşmanın uygulanmasında araç olarak kullanılabileceği gibi, bir anlaşma olmaksızın salt pazarda yaygın kullanıma bağlı olarak fiyatı rekabetçi fiyatın üzerinde dengeleyen bir koordinasyon sonucu da doğurabilir. Hatta öz-öğrenimli algoritmaların deneme yanıma yoluyla hiçbir insan iradesi bulunmasa dahi koordinasyonu optimal strateji olarak belirlemek suretiyle tüketici refahını azaltmaları mümkündür.

Algorithm and Competition Law: Digital Versions of Article 4 Infringements

The digital age affects the behaviour of consumers in an increasing pace. While in the past consumers were only using online platforms for booking a plane ticket or a hotel room, nowadays, consumers can perform banking transactions, order a taxi or purchase their needs. The demand shift towards to online platforms naturally necessitates a shift from supply side as well. Undertakings' sifting towards online platforms affected the competitive landscape. Undertakings, through better data collecting and analysing tools, can easily analyse the factors affecting the price and adjust sale prices instantly with very low marginal costs. The ability of undertakings to optimize their pricing strategies through algorithm driven software, increased the use of such tools. This, in turn, raised the question whether undertakings can use algorithms to behave in anti-competitive way. Together with efficiency gains associated with pricing algorithms, they can provide undertakings with new tools to behave anti-competitively. Whereas pricing algorithms can be used to implement an anti-competitive agreement, they can lead to anti-competitive pricing even in the absence of an agreement. Likewise, self-learning algorithms, even in the absence of a human will, can identify coordination as optimal strategy through trial-and-error and lead to decrease in consumer welfare.

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