Today, the way we communicate, seek information, relate and buy would not be understood without these 4 technological giants that nobody knew at the beginning of the century. In spite of this, GAFA (Google, Amazon, Facebook and Apple) present inefficiencies that Blockchain could correct.
“Blockchain, is a technology that works as an accounting book distributed by all the nodes of the network. And its main advantages are the security, immutability of your data and the elimination of intermediaries.”
The block chain is still at a premature stage where it is more important to develop scalable protocols that can sustain a considerable increase in demand.
Applications and alternative uses are beginning to be developed, which could lead to a rethinking of the business model of many companies to be carried out.
Google and Blockchain
Despite Google’s slogan: “Do not be evil“, Google is the first one that sometimes does not act according to this philosophy.
Without going any further, in June, 2017, the European Commission sanctioned Google with a fine of 2,424 million euros for favoring their own Google Shopping ads to the detriment of the rest of the advertisers. But this is just the top of the Iceberg.
I encourage you to type “Google Takeout”, from there it sends you an email with all the information it has about you. And believe me, that is not little.
From your browsing history if you use Google Chrome. The places where you’ve been thanks to Maps, your searches in the search engine and on YouTube or your contacts and applications if you have an Android phone. All with the excuse of offering more personalized ads.
Once you know everything Google knows about you, it’s time to tell you what Blockchain can offer. The main premise of all alternatives should be to return users the power of their own data.
The search engine could offer rewards in the form of tokens to users who decide to share their data. Or put the potential advertisers in contact with the buyers so that they are the ones who negotiate the payment of the tokens.
Users would gain knowledge of who has access to their data, the power to revoke it whenever they want and get tokens for them.
Advertisers, decide how they want to advertise and adjust the price they are willing to pay for the data, and without having to pay an intermediary for advertising.
BitClave or Presearch are some alternatives that a search engine is developing under these assumptions.
Brave and Blockstack are two of the projects that try to compete with other browsers such as Google Chrome, respecting personal data and giving us the power to choose which ads to see receiving tokens in return.
Facebook and Blockchain
As in the case of Google, the management of personal data is the biggest flaw that Facebook has.
In the configuration of your Facebook account you have the option of downloading a copy of the information it has about you.
Facebook has a record of your general information, a list of your friends, your photos, the contacts you have on your mobile, where you have been based on your IP address, the devices you used to connect and Messenger conversations.
Not only Facebook can have access to this data, recently the theft of data of 87 million people has been discovered by Cambridge Analytica.
A company that carried the communication of both the candidacy of Donald Trump, and the option in favor of leaving the European Union in the Brexit. How this company, can be many more.
Another criticism we could make is the proliferation of hoaxes and little-known information circulating on Facebook, and the rest of social networks.
With blockchain, each person could enable a personal profile and decide who gives access to it and who does not. The information would always be in the power of that person and not a third party such as Facebook.
Decentralized social networks such as Steemit are already being developed that reward content creators based on the votes of readers.
Amazon and Blockchain
Poster that amazon.com puts Many businesses depend on their sales on platforms like Amazon. This makes it a third party to impose their conditions and sellers have to follow them. Or risk having their account deleted with everything that entails.
Companies must support commissions of between 5 and 45% of each sale that affect the final customer. Finally, this platform does not reward users who value the products or leave comments.
With Blockchain, each merchant would own all the information about your product and no one could unsubscribe your account. In addition, they would avoid the attacks of hackers that usually occur in centralized platforms.
Commissions would also be considerably reduced, favoring the products that are best valued by the community. Encouraging the most active users when scoring products with a token in exchange.
Platforms like blockchainshop.io, Ecoinmerce or Syscoin are already taking steps in this direction.
Apple and Blockchain
Apple, a priori, would be the least affected by the adoption of Blockchain because the majority of its income comes from the sale of Hardware.
But you can change the iOS model, more specifically from your App Store. A centralized platform that imposes multiple intermediaries between developers and the end user.
In the App Store they have control over which application is in their store and which is not, and impose conditions that in many cases are not beneficial for developers.
Not to mention that they give access to the information of what applications we have installed to other platforms as we have commented previously.
The idea developed by AppCoins is to eliminate these intermediaries. The advertising of the Apps will be paid under a model of cost for attention (it is paid after the user used the app for more than 2 minutes) replacing the current model of payment by installation.
It is rewarded with an AppCoins to the user who uses the app, which encourages the use of the applications and opens the possibility that users who had never paid for an application, do so using these tokens.
Finally, the applications will be valued directly by the users who have used it, creating a much more transparent developer reputation system.
It is striking that the GAFA giants have been pioneers in practically all the technologies that have emerged in recent years such as Big Data, Machine Learning, Augmented Reality or Artificial Intelligence.
But Blockchain is resisting them, despite having the potential to solve many of the problems they are currently facing. And of being able to offer a more competitive product.
What do you think? Do not they need it?
In any case, all these alternatives have a long way to go to be tested and to postulate themselves as serious opponents to the big companies. But it is always good that there are other options so that abusive practices are not done.