Get rid of all lock in or network affect. In investing it might be called moat. Looking to destroy like Facebook. Very hard to compete due to they have all the users. You can't just choose your chat app, you also be on the same network as your friends. Decouple those two. Another example is YouTube. They are the biggest video provider and thus will reach most users. Decouple those two again. I can continue with Microsoft apps, Netflix videos, Google search and ads etc.

Without possibilities for real competition, you dont get innovation.