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What happens to the overall economy and distribution of wealth when a tech company disrupts and displaces a less efficient market incumbent?

  • Please read below for clarification before answering: I'm taking about companies like Netflix and Amazon disrupting brick and mortar stores, as an example. Here's a hypothetical example with very simplified/fake numbers: Let's say that in 1990 a brick and mortar DVD rental store--call it Brickbuster--makes $30B in revenue from DVD rentals.    In 2000, web company offering online DVD rentals called Webflix comes along, and offers consumers the exact same DVD rentals service that Brickbuster did--but for half the price.  All consumers migrate over to Webflix, and now Webflix makes $10B in revenues, and Brickbuster now makes exactly zero--they go Chapter 7 bankrupt.  Assume that consumers have an inelastic demand for DVDs, so the quantity of DVDs consumed is exactly the same as before. Now let's say that in 1990 Brickbuster had to pay its employees a total of $25B in salaries.  In 2000 Webflix leverages technology to provide the same DVD service in a much more labor-efficient fashion, and only pays $1B in employee salaries.  For this example, let's assume that employee salaries are the only significant cost. So now $24B/yearin employee salaries has disappeared.  Assuming an average salary of $100k per employee, that means 240 thousand former Brickbuster employees are now looking for work. Now the rest of society gets some value back in the form of consumer surplus.  Consumers are getting the exact same product for which they once paid $30B, but now for a reduced aggregate cost of $15B (we are assuming perfectly inelastic demand, so they consume the exact same amount of DVDs and therefore the difference in revenue is pure consumer surplus).  So consumers get $15B/year in consumer surplus value.   Webflix is drastically more profitable than Brickbuster was, and it is able to maintain this profitability through overwhelming network effects and other barriers to entry. This translates to a higher net income--$14B for Webflix, vs $5B for Brickbuster.  We assume that Webflix does not further grow the size of its revenue stream, but remains perpetually constant [1]. Let's say that Webflix remains a private company so we can ignore the complexities of a public market valuation .  Webflix pays out its net income in the form of dividends distributed proportionally to its shareholders--which is 100% composed of its founders/VCs.  So its founders/VCs now make $14B per year, vs $5B for the shareholders of Brickbuster. So here's a summary of the net impact of Webflix disrupting Brickbuster: 1. Consumers get $15B/year in increased consumer surplus from a reduced cost for the exact same quantity and quality of product 2. $24B/year worth of employment disappears 3. The founders/VCs get $14B/year in value.  Ex-Brickbuster shareholders lose $5B/year in value. =================================================== I am hoping someone with much more expertise than myself in economics can answer this with a thoughtful analysis of the long-run impact of "software eating the world" on wealth distribution and the overall economy  [2][3].  There are two components to this question: 1) Does industry disruption create more net value for society in a utilitarian sense? 2) Does industry disruption create more value for the rest of society, when you ignore the wealth gained by the founders?  I.e. in a more Rawlsian sense. 3) And how can we as tech founders guarantee that we do create value for society in the latter sense? Will it result in an increasingly polarized distribution of wealth, where the founders and creators capture an increasing proportion of value? The troubling thing is that it seems that the internet/software is creating businesses with greater network effects than ever before--and therefore creating a barrier to entry that reduces the need to innovate. Point in case, Craigslist. Have we entered a period where Keynes' Technological Unemployment will become permanent, rather than temporary because of these network effects and resulting monopolies? ================================================== [1] I realize this example is completely contrived, but I am using it not to prove a point but to thoroughly explain the scope and nature of my question.  We ignore many important factors in this example, including: •    Webflix's ability to grow the overall size of the market through a disruptive product that converts non-consumers to consumers •    Long term growth through innovation •    Other costs unrelated to labor (e.g. shipping, licensing content, etc) •    And perhaps the most significant one, that Webflix actually offers a service that has much more value than the previous one. These factors are important, and when summed together, might result in a net positive impact on society at large (not just the Webflix founders). But it seems like there could very well be cases where the net result of a new disruptive technology is negative, at least for everyone except the founders.  And furthermore, the incentives for the founders are certainly not directly aligned with net value creation for society. In web founder circles, it's easy to fall into the mentality that every dollar in valuation we create is 100% new value creation for the world--which is clearly not true.  I want to understand the true impact on the global economy of tech innovation and entrepreneurship.  This isn't a stab at entrepreneurship in any way and certainly not Netflix or Reed Hastings--who I greatly admire as a role model for founders.  [2] http://online.wsj.com/article/SB10001424053111903480904576512250915629460.html [3] http://redeye.firstround.com/2006/04/shrink_a_market.html

  • Answer:

    The assumption that demand for DVDs is inelastic is probably false, but assume it for the moment.  Webflix has destroyed a $30B business with it's attendant jobs and multiplier effects, and replaced it with a $10B business, so effectively, two things have happened:  1) $20B worth of business and multipliers (jobs, rental income, DVD manufacturing revenue, etc.) has disappeared.  2) $20B worth of consumer disposable income has been created.  The question is, what's the marginal impact on the overall economy of these two things?  Some portion of the $20B will be saved and some spent.  If it was all spent, that would lead to multiplier effects that would almost certainly generate a net gain in economic activity, because it was moving from a relatively inefficient use of capital.  The more that's saved, the smaller the multiplier will be, and in a high-saving environment (high interest rates, bad safety net, etc.) you would reach a point where enough is being siphoned into savings to reduce the net economic activity.  Note that this only looks at overall economic activity; the localized effects are certain to be lumpy.  Moves to efficiency (e.g. the growth of Wallmart) are almost always VERY bad for a small number of people (competing producers and their value chain) and SLIGHTLY good for a large number of people (consumers).    If you're a Democrat, you might believe that the policy goal is to come up with laws that redistribute some of the total societal gains to compensate the small number of people who lose - maybe by taxing consumption to provide retraining, support for moving to new jobs, or something.  If you're a Republican, you probably see most efforts in that direction as unlikely to succeed - and more likely to simply raise the cost of economic transition and growth.

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What is missing in your analysis is that you have no measurement of the utility for consumers. Specifically, you are measuring wealth solely using money (GDP). Let me give you a more stark example. In scenario A, there is a $100B industry surrounding the production and distribution of human necessities for everyone on earth (food, water, shelter). In scenario B, an entrepreneur waves a magic wand and now it costs nothing for a person to access these human necessities. Under your analysis, the entrepreneur has decimated a $100B industry, and decreased utility by $100B. But clearly, society B is more wealthy, because no one needs to do work in order to survive. I believe that this example exposes the flaw in your reasoning. One cannot measure wealth solely using money (GDP). I would be interested in someone with a background in economics explaining how we can correctly measure wealth, but I am not sure that this can be directly measured. If someone has insight into this question, please followup at

Joseph Turian

Generally speaking, a company makes a market more efficient by utilizing capital (robots, computers, etc.) as a replacement for labor. Traditionally what has happened is when such an innovation occurs, the displaced labor acquires the skills to operate the new capital. Now because the worker+capital is more efficient than it was before, more widgets/services can be cranked out at the same cost, or the same amount of widgets/services can be cranked out at a lower cost. This is where it gets tricky. Up until this point in history, the labor and capital have been a symbiotic relationship; the combination of the two yielding more than both on their own. Many are concerned about the , a point at which capital is more efficient without labor. This would have strong implications to say the least.

Chris Loughnane

Put simply, disruption tends to make wealth more concentrated while making everyone better off, but eventually reaches an equilibrium. Disruption affects the distribution of wealth in two ways: For investors – Creation and destruction of wealth via stock ownership For customers – Creation of wealth from increased value, lower prices, and increased spending / saving First, let's consider stock ownership: In most cases, wealth accrues to a disruptive venture's founders, employees, and investors – including both general and limited partners. Since pension funds are highly invested in venture capital, a significant portion of this wealth does make it back to "the public"; but except for very closely held companies disruption probably tends to transfer wealth from a wider group (more diluted founders & employees, the public) to a narrower one (concentrated founders, employees, private investors, high net-worth LPs, public LPs).  However, it's important to note that a contraction in revenues doesn't necessarily mean a contraction in equity – $10B Webflix can be more profitable (and more valuable) than $30B Brickbuster, representing an expansion in investment wealth, in addition to a growth in consumer wealth. The other answers explain the economics on the customer side, which overwhelmingly make wealth more widely dispersed. Finally, two other factors influence the distribution of wealth: Taxes – If capital gains taxes are high enough, disruption can lead to less concentrated wealth; and even with low tax rates they lead to a broad spread of wealth – imagine a $100B industry that is disrupted every 10 years and another that is never disrupted; the first pays an additional ~25% capital gains tax on $100B every decade, which is then distributed throughout the economy via government Philanthropy – Disruption leads to higher concentration, which is more likely to lead to the distribution of wealth via philanthropy; on average, one person with $100B will give away more money than 100 people with $1B Depending on the factors discussed, eventually the system will reach an equilibrium: Disruption cycle time Tax rates Pre- and post-disruption concentration of stock Spending and savings rates Philanthropic giving rates, depending on total wealth The primary lever to determine this equilibrium is the Tax rate – other factors depend too much on the vicissitudes of culture or technology.

Taylor Thompson

I have recently thought about the question of how drastic advancements in technology (and therefore productivity) affect society--specifically relating to employment levels. It would seem logical that a new level of productivity (often coming hand in hand with a new company like the hypothetical "webflix") would put many people out of work given that the same result may now be reached with significantly less man hours and dollars input. But, as Jason pointed out above, history has shown this not to be the case as new advancements in productivity/technology have actually spurred on growth. A CuriousCapitalist article found at the following link jumps into the question. http://curiouscapitalist.blogs.time.com/2011/02/23/does-better-productivity-kill-jobs/ The article quotes a McKinsey Global Institute study on the subject listing three reasons why increased productivity due to new technology seems to go hand in hand with growth--and therefore does not seem to cause significant long term job loss. "There are three reasons that productivity and job growth can—and often do—complement each other. First, there is the cost savings point…Cost-reducing productivity gains can, on aggregate, lead to higher  employment if consumers benefit from those savings in the form of lower  prices and spend them…Second, productivity growth is not only about reducing inputs for given output. Importantly, it is also about increasing the quality and value of outputs for any given input…Third, sustaining global competitiveness in many tradable industries requires ongoing productivity gains; strong productivity performance is therefore  a necessary condition for attracting and maintaining local jobs." In other words higher productivity can lead to higher employment/economic growth if/because: 1. People spend the money they saved thanks to the new technology (i.e. webflix) 2. Companies may use increases in productivity to make more andbetter outputs with the same work force/investment, rather than retain their established level/quality output with fewer employees/dollars invested. 3. Competetiveness in the global economy requires innovation and gains in productivity. We would fall behind in the global scope of things were it not for advancements in productivity. So in that sense it is a socially positive thing. Howie, I'm not sure if this really gets to the scientific route of your question. Though I would imagine there has been more study done on the relationship between increases in productivity/new technology (and new companies that pioneer it) and economic growth based on the basic arguments articulated above. Great question!

Mike McCormick

You are seeing it play out in front of you on a macro level. The same thing happened during the great depression; then it was the combustion engine which introduced autos and eroded the leveraged transportation (trains, ships), heavy manual labor (farm labor).  Today it is high speed internet & mobile (per your example).  The long term result will be another 70+ years of growth as the gasoline engine brought us (cars, personal travel, gas stations, mechanics, faster production, etc...) It will take 10 to 15 years for the transition to take place; mind, money shift and human workforce shift. Its covered here (http://www.2009depression.com)

Jason Gabriel

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