Williams v. Audible Inc.
Page 40
as a vertical agreement between a supplier of audiobooks and a downstream
reseller of audiobooks, in which the upstream firm provided the downstream
distributor with (limited) exclusive rights to its products. We cannot analyze
the Agreement as a simple horizontal agreement by competitors simply
because both firms had a presence in the downstream market. The parties
remained independent in setting their own prices under the Agreement.
[
114] In his rebuttal to Dr. Winter—in Ware Affidavit #2—Dr. Ware responds:
20.
…The Exclusive Agreement was horizontal because Apple
represented an important potential competitor in the supply of digital
downloadable audiobooks, competition that was eliminated by the Exclusive
Agreement.
21.
The Exclusive Agreement had two notable anticompetitive effects.
First, it created a barrier to entry to new platforms and an incentive for
publishers to supply Audible and Apple exclusively, thus starving any nascent
platforms of content. And second it operated as a horizontal agreement
between Apple and Audible, who would otherwise have provided the most
effective horizontal competition during the relevant period. To label the
Exclusive Agreement as “vertical” as Dr. Winter does on several occasions, is
inaccurate. Apple and Audible, through their respective platforms, iTunes and
Audible.com were horizontal competitors who competed with each other
distributing digital media even before the Exclusive Agreement was signed.
[
115] The difficulty in this case arises because Audible was both a supplier to Apple
and a direct competitor in the sale of audiobooks to downstream customers. The
plaintiff and Apple both reference the treatment of such “dual distribution”
arrangements in the Competitor Guidelines in support of their respective positions.
The Competitor Guidelines highlight the importance of proper characterization of the
agreement in issue. The Competitor Guidelines state at 18–19:
It may be difficult to distinguish between a horizontal and vertical restraint in a
dual-distribution context where the supplier competes for sales with its
unaffiliated distributors. Given that such agreements can be pro-competitive,
they are not deserving of condemnation without an inquiry into their actual
competitive effects. Indeed, the distributor’s status as a competitor to the
supplier may only arise as a result of the dual-distribution arrangement.
Accordingly, the Bureau will assess agreements between suppliers and
distributors in a dual-distribution arrangement under the reviewable matters
provisions found in Part VIII of the Act, and not under the criminal conspiracy
provision in section 45 of the Act. However, the mere existence of a dual-
distribution arrangement between two parties does not foreclose the
possibility that agreements between these parties to fix prices, allocate
markets or restrict output may be subject to section 45. Further, the Bureau
may apply section 45 where the agreement is, in fact, an agreement between