监管欧洲的大型科技公司:为什么,那又怎样,以及理解它们的商业模式和生态系统如何产生影响

M. Jacobides
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引用次数: 14

摘要

欧洲目前正在对大型科技公司采取疯狂的监管行动。但问题出现了:对大型科技公司的实际影响是什么,它将如何真正改善欧洲的科技生态系统?一方面,很明显,超大型数字平台及其生态系统的崛起带来了新的监管挑战,因为现有工具不适合应对数字经济中的真正权力。另一方面,地缘政治也很明显地推动了这场辩论,欧盟对总部设在美国的公司持深刻的怀疑态度,这些公司也从事不公平的做法。这两种驱动力是如何结合起来推动监管行动的?提出了哪些关键问题,我们在哪里看到大型科技公司(特别是GAF——谷歌、苹果和Facebook)在欧洲的力量?目前的法规可能实现什么,GAF可能受到多大影响?虽然其他像亚马逊这样的大型科技公司当然值得仔细研究,但我们关注的是对媒体产生不成比例影响的公司——以及专注于信息的公司。本白皮书借鉴了一个广泛的项目,该项目涉及政策、政治、科技、行业、监管、咨询和学术界的高级领导人,并深入探讨了当前的监管热情如何影响GAF,重点关注他们的商业模式和互补生态系统。我们报告了我们对法规对GAF的影响的预期:有限,但并非微不足道。我们认为,目前的监管讨论缺少两个至关重要的因素:对大型科技公司商业模式的理解,以及对监管将如何影响更广泛的生态系统的认识,我们将对这两者进行回顾。然后,我们考虑哪些原则应该作为监管的基础,强调商业模式、货币化和数据使用的作用。我们认为,欧洲的最大利益在于监管方面的公平竞争环境,允许来自欧洲、美国和中国的参与者之间进行公平竞争,再加上一套可靠的商业模式原则。最后,我们认为,无论是竞争政策还是地缘政治动机的限制,都不足以解决欧洲科技行业潜在的真正问题:来自行业领导者的积极战略,以及一个繁荣开放的科技参与者生态系统,对于为未来的成功奠定基础同样重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Regulating Big Tech in Europe: Why, so What, and How Understanding Their Business Models and Ecosystems Can Make a Difference
Europe is currently undertaking a frenzy of regulatory action against Big Tech. But the question arises: what will be the actual impact on Big Tech, and how will it actually improve the tech ecosystem in Europe? On the one hand, it is clear that the rise of very large digital platforms and their ecosystems raises new regulatory challenges, as existing tools are unfit to grapple with true power in the digital economy. On the other hand, it also is clear that geopolitics is driving much of the debate, with the EU reacting with profound scepticism to firms based in the USA, which also engage in unfair practices. How do these two driving forces combine to drive regulatory action? What are the key issues raised, and where do we see the power of Big Tech (and in particular, GAF – Google, Apple and Facebook) manifest in Europe? What are the current regulations likely to achieve, and how much might GAF be affected? While other BigTech firms like Amazon surely deserve a closer look, we focused on firms with a disproportionate impact on media- and focus on information. This white paper draws on an extensive project that engaged senior leaders in policy, politics, tech, industry, regulation, consultancies and academia, and also involved deep dives into how the current regulatory fervour might affect GAF, focusing on their business models and their ecosystems of complementors. We report on our expectation for the impact of regulations on GAF: limited, yet not trivial. We argue that the current regulatory discussion is missing two vital elements: an understanding of Big Tech business models, and an appreciation of how regulation will affect the broader ecosystem, both of which we review. We then consider what principles should underpin regulation, stressing the role of business models, monetization and the use of data. We argue that Europe’s best interests lie in a level playing field on the regulatory side, which allows fair competition between participants from Europe, as well as the US and China, coupled with a solid set of principles on business models. Finally, we suggest that neither competition policy nor geopolitically motivated restrictions will suffice to address the real malaise underlying European tech: proactive strategies from industrial leaders alongside a thriving and open ecosystem of tech participants will be equally important in building the foundations for future success.
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