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BIG TECH IN TRANSPORTATION: Strategies legacy players can deploy to limit the threat to their market position
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Big tech companies — specifically Google-parent Alphabet, Apple, and Amazon — have their eyes set on the transportation space, which is undergoing a rapid transformation. Across the globe, legacy transportation firms are contending with forces that are reducing the appeal of traditional gas-powered vehicles, including the rise of mobility companies like Uber and Lime, regulatory pushes for cleaner vehicles, and consumer demands for a more streamlined, digital in-car experience. These forces have made traditional transportation companies both more vulnerable to challengers and more willing to work with nontraditional players.