There will be two approaches of Visibility and Control. It will be the same to data what is happening to identity now in the IAM and CIAM space. You will want to have visibility into how the data is used and controls over it. I assume the big boys will try to come out with some features while some startups try to figure out a novel approach to it.

I have some thoughts on this but I think it is a very difficult undertaking for startups to reach escape velocity before the incumbents “innovate”.