Defining the Future: With Great Responsibility Comes Great Opportunity

How We Got Here

One hallmark of disruptive companies is that they keep on disrupting. For instance, an electric car company soon finds that its business leads it to compete in ride-sharing, autonomous vehicles, and even the energy category as it provides batteries for the home. Online retailers, social networks, and telcos, meanwhile, are all suddenly in the TV content-creation business.

Then there are areas like IoT and artificial intelligence where the technology is growing so quickly that it represents a moving target for regulators. Who is in charge of the industry’s ethical stance related to AI, for instance? The answer: no one, but the top tech companies are working together on ground rules for the AI ecosystem. Taking this proactive approach is designed to mitigate the risk of external government oversight.

The other factor at play is that disruptors often cross international boundaries and, because they use new methods of distribution, aren’t subject to laws governing their rivals. For instance, an over-the-top TV content provider doesn’t sell cable or fiber-optic service the way others in the same category do. “As companies are developing these technologies and the technologies are no longer limited by physical proximity, you start crossing the boundaries of jurisdictions in ways we’ve never seen before,” says Charles Araujo, principal analyst at Intellyx. It’s easy enough to regulate a taxi company that’s based in town, he says, but much harder to try to regulate a ride-sharing service that’s headquartered in a different state.
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Rather than remain aloof, such disruptors need to work with regulators, standards bodies, and other players in the ecosystem. Such companies also shape ethics and best practices. Those who prevail will find themselves in a winning position.

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