域外动态||英国竞争及市场管理局（CMA）《数字市场策略报告》- 大数跨境

武大知识产权与竞争法

2019-07-16

导读：2019年7月3日，英国竞争及市场管理局（CMA）出具《数字市场策略报告》，报告包含六部分内容：摘要、引言、何为“数字市场策略”、我们的五项战略目标、优先关注领域和附录——近期英国竞争及市场管理局（C

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编者按：2019年7月3日，英国竞争及市场管理局（CMA）出具《数字市场策略报告》，报告包含六部分内容：摘要、引言、何为“数字市场策略”、我们的五项战略目标、优先关注领域和附录——近期英国竞争及市场管理局（CMA）数字市场工作的案例。

摘要

Summary

数字经济正在改变我们的生活方式：人们在电子设备上全天候与公司联系，商业模式正在快速变化，创新是所有市场成功的关键。

毫无疑问，通过数字化开发，我们的生活在很多方面得以改善：消费者可以通过获得更多信息做出更明智的决策，企业可以以更低的成本覆盖数百万的客户。数字化开发使大多数市场真正走向国际化。

竞争原则确保市场能够在整个经济中为了消费者利益良好运作。自工业时代以来，世界经历了深刻的变化，并正随着数字经济的出现而不断发展，促使着新的就业形式、技能和新的休闲活动形成。

The digital economy is transforming the way we live our lives: people are in contact with companies 24/7 on their devices, business models are changing at pace, and innovation is the key to success across all markets.

Without doubt our lives are enhanced in many ways through digital developments: consumers can make more informed decisions with greater access to information, and businesses can reach millions of customers at lower cost. Digital advances make most markets truly international.

Competition principles are about making sure that markets work well for consumers across the entire economy. Not since the industrial age has the world gone through such a profound change as that unfolding today with the emergence of the digital economy, which is giving rise to new forms of employment, skills, and new leisure activities.

竞争管理机构必须与政府、消费者和行业参与者们合作，发展一条保护消费者权益的道路，同时确保充分竞争的和创新性的数字市场。作为监管利益焦点的大多数市场都涉及国际公司，通常而言它们的总部设在英国以外，实质上大多数为全球性企业。我们需要与世界各地的其他机构合作，共享知识，并尽可能达成共识。

数字经济带来的深刻变化促使我们制定这一数字市场战略，该战略阐述了英国竞争及市场管理局（CMA）应对这些挑战的方法。我们已经在这个领域作为一个组织持续工作了一段时间，并在最近的年度计划中重新确定了数字市场工作的优先顺序。本文件旨在整合我们的工作，并表明未来几年我们的工作目标。

我们的战略随着时间的推移而不断发展，我们也欢迎众多利益相关方的意见。英国竞争及市场管理局（CMA）将利用《弗曼报告》提出的建议，尽可能地建立“参与式”执法关系，以使我们能够对数字市场提出的新挑战做出正确的回应。

It is imperative that competition authorities, in collaboration with governments, consumers, and industry participants, develop a path that protects consumers while ensuring robust competitive and innovative digital markets. Most of the markets that are the focus of regulatory interest involve international companies, often headquartered outside the UK, and many are global in nature. We need to work with other authorities around the world to share knowledge and develop a common understanding where possible.

The profound changes being brought about by the digital economy have led us to develop this Digital Markets Strategy, which sets out the CMA’s approach to these challenges. As an organization we have been working in this space for some time and we renewed our prioritization of Digital in our recent Annual Plan. The purpose of this document is to draw ourwork together in one place and indicate our ambition for the coming years.

I welcome input from the many interested parties as our Strategy evolves over time. The CMA will draw on the suggestions made in the Furman Report by establishing "participative" relationships where possible as we work out the right response to new challenges presented by digital markets.

Andrea Coscelli

Chief Executive Officer, Competition and Markets Authority

引言

Introduction

数字市场有何特别之处？

Why are digital markets different?

数字市场是指公司开发和应用新技术到现有业务，或使用数字功能创造新型服务的市场。他们的影响力可以扩展到整个经济，这与十年或二十年前人们熟悉的情况截然不同。许多服务都是全新的——无论是社交媒体、诸多应用程序，还是任何类型的在线购物。

数字化进化几乎触及了我们生活的各个方面。许多服务对消费者来说是“免费的”。通过新的就业机会、更大的便捷性、产品和服务的个性化、产品的快速交付、与家人和朋友更简易的联系以及现在小公司依靠创新也能够覆盖全球客户群，人们获益匪浅。

Digital markets are those where companies develop and apply new technologies to existing businesses, or create brand new services using digital capabilities. Their reach can extend across the entire economy. This is very different from what people were familiar with ten or twenty years ago. Many services are completely new – whether social media, most apps, or any kind of online shopping.

Almost all aspects of our lives are touched by digital evolution. Many services are "free" to consumers. People have benefited hugely, through new employment opportunities, greater convenience, personalisation of products and services, rapid delivery of products, easier connection to family and friends, and innovation from smaller companies now able to reach a global customer base.

竞争是确保数字公司持续创新的主要工具，支持新进入市场的企业以防形成垄断，并确保消费者权利受保护并能获得更好的产品。英国竞争及市场管理局（CMA）监督整个经济的竞争，这使我们处于一种独特的责任地位，以确保存在支持激烈竞争和保护消费者利益的条件。

我们的地位使我们得以深入洞察这些市场的基本特征，这些特征在一系列权威报告中的记录也日益增多，包括：实质性网络效应、规模经济和范围经济、数据的作用以及利用数据的计算能力、个性化的范围和市场集中度。

Competition is the main tool to ensure that digital companies continue to innovate, support new entrants to the market so that monopolies do not form, and ensure that consumers have their rights protected and receive better products. The CMA oversees competition across the economy. This puts us in a unique position of responsibility to ensure that conditions exist to support strong competition and protect consumer interests.

Our position gives us particular insight into the underlying features of these markets, which are also increasingly well documented through a series of authoritative reports including: substantial network effects, economies of scale and scope, the role of data and the computing power to use it, scope for personalisation, and market concentration.

这些特征大多数并不是新的概念，但它们的结合是新颖的。消费者和公共机构都难以跟上变革的步伐。对于单枪匹马的当局而言，变革的速度和主要市场参与者的广泛国际影响力尤其具有挑战性。

其中一些特征或其影响引发了一些问题，包括：公司使用公众的数据、某些平台的市场支配力或其“看门人”的地位、使用日益复杂的技术来定向投放广告; 或者所谓“杀手收购”的风险——大公司收购较小的创新型公司，将其作为潜在的竞争对手以期予以淘汰。而消费者对这些服务的依赖性仍在持续增加。

Most of these are not new individually, but in combination they are novel. Combined with the pace of change, it can be hard for both consumers and public authorities to keep up. The speed of change and the vast international reach of major players are particularly challenging for authorities acting unilaterally.

Some of these features, or their effects, raise questions, including: firms’ use of people’s data, the market power or "gatekeeper" status of certain platforms, use of increasingly sophisticated technology to target advertising; or the risk of so-called "killer acquisitions" – big companies buying smaller innovative ones with a view to extinguishing them as potential rivals. And all the time consumers’ reliance on these services is increasing.

我们在数字市场中正在努力实现着什么？

What are we trying to achieve in digital markets?

英国竞争及市场管理局（CMA）致力于为英国境内外消费者的利益而促进竞争，使市场在为消费者、企业和整体经济发挥良好作用。

在数字市场中，这首先意味着确保数字化带来的巨大创新和收益能够持续下去。同时，需要一个公平的竞争环境，所有企业——无论是大是小，无论是现有企业还是市场新进入者——都可以通过其产品的优势进行竞争；消费者应能对线上市场产生信任；新的竞争对手能够进入市场，为市场提供更多服务。

在许多部门领域和许多层面上，我们都能感受到数字化的影响。为实现我们的目标，我们必须广泛地与其他机构合作：其他跨部门领域机构（如信息专员办公室和交易标准）、特定行业监管机构（如英国通信办公室和金融行为监管局）以及我们遍布全世界的同行，一同处理这全球性的变化。

The CMA works to promote competition for the benefit of consumers, both within and outside the UK, to make markets work well for consumers, businesses, and the economy.

In digital markets this means first and foremost ensuring that the enormous innovation and benefits brought about through digitalisation can continue. There needs to be a level playing field so that all businesses – large and small, incumbents and new entrants alike – can compete on the merits of their offering; consumers should be able to feel trust in online markets; and new competitors need to be able to enter, bringing yet more services to the market.

The effects of digitalisation are felt across many sectors and in many dimensions. To achieve our aims we must work with a wide range of other authorities: other cross-sector bodies like the Information Commissioner’s Office and Trading Standards, sector-specific regulators like Ofcom and the Financial Conduct Authority, and our counterparts around the world as we all deal with these global changes.

我们的五项战略目标

Our five Strategic Aims

基于我们此前的工作成果和汲取公众讨论的结晶，我们总结了五项战略目标，以七个优先关注领域为支持。

Based on our previous work, and from engagement in public debate, we have developed five strategic aims, supported by seven priority areas of focus.

我们的战略目标和优先工作领域

Our strategic aims and priority areas of work

A. 有效及高效使用现存执法工具

我们将有效和高效地使用执法工具，以最好地针对数字市场开展我们的反垄断和消费者执法行动、市场研究和企业合并评估。

A. Use our existing tools effectively and efficiently

We will use our tools effectively and efficiently, considering how best to target our antitrust and consumer enforcement action, market studies, and merger assessment to digital markets.

B．建立我们的知识和能力储备

我们将建立我们的知识和能力储备，以确保我们理解数字经济的商业模式，其机遇与风险。

B. Build our knowledge and capability

We will build knowledge and skills to ensure we understand digital business models, and their opportunities and risks.

C. 使我们的执法工具适应数字经济

我们将在必要时调整或准备调整我们的执法工具，以应对数字经济的挑战。

C. Adapt our tools to the digital economy

We will adapt, or propose adaptations to, our tools where needed to meet the challenges of the digital economy.

D. 考虑案件情形和监管路径选择

我们将支持政府对于数字市场新监管结构的需求和选择的考虑。

D. Consider the case and options for regulation

We will support the Government's consideration of the need, and options, for new regulatory structures indigital markets.

E.考虑未来数字市场的潜在规制措施

我们将立足于现有的规制措施专业知识，并更加注重潜在的以数字为中心的规制措施，例如数据可迁移性或互操作性。

E. Consider potential future remedies indigital markets

We will build on our existing remedies expertise with an increased focus on potential digital-focused remedies, such as data portability or interoperability.