Highly recommend checking out the podcast Exponent and the blog Stratechery, both by Ben Thompson. He is a great analyst and both Exponent and Stratechery focus on the intersection of tech and business strategy.
Market structure: i can see workplaces(or maybe big events) licensing via, keeping control of the user, and offering free ride services from home/work to the cheapest transportation bidder, for example. Thus workplaces will keep all the "network effect" and market power.