Will Accountants be Uberized? Part 2: Crowdsourcing and the rise of Pro-Ams

This is part 2 of a series of blogposts that I will write (aiming for 3 parts, but let's see) on how CPAs can be uberized. In this exciting installment, we explore how crowdsourcing and the rise of ProAms (professional amateurs) has altered other professionals, such as photography.

In the last installment, we explored how Uber was actually not a 1:1 replacement of the taxicab profession. Cab drivers fill a social function that ensures that people can from point A to point B safely, accommodates their disabilities and at a regulated rate. However, taxi cab still actively cash out now as we can expect Google to fill in the societal gaps that Uber appears to be unable to. Google could actually revolutionize car ownership by make their driverless cars they sell "ready-to-share" thereby enabling people to benefit from the share economy (imagine your car running around town earning money while work, sleep, play, engage in activism, etc!). Alternatively, they could go own a fleet of cars that people effectively rent in a way that's cheaper than owning a car altogether.

Crowdsourcing as Jeff Howe, who authored the original 2006 Wired article that brought notoriety to the concept, where he was trying to describe the phenomenon of using the Internet to outsource work to individuals, defines it as: “is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.”
 In his book he highlights the following uses to illustrate the impact of crowdsourcing on how companies do business:

• Threadless: Is a great example of how the crowdsourcing brought life into the commodity business of selling t-shirts. In a nutshell, the crowd submits t-shirts designs, then the crowd votes on what designs are best and the designs that win are sold to the same crowd who already voted on them being the best! (For more details see the wiki article on Threadless)   

• P&G hires scientists via Innocentive to solve problems that they can’t. As noted in the Wired article, Colgate-Palmolive "needed a way to inject fluoride powder into a toothpaste tube without it dispersing into the surrounding air". So the posted the challenge on Innocentive and Ed Melcarek, who has Master degree that is related to particle physics, "knew he had a solution by the time he’d finished reading the challenge: Impart an electric charge to the powder while grounding the tube. The positively charged fluoride particles would be attracted to the tube without any significant dispersion".  

• iStock Photo: Instead of hiring professional photographers to make stock photos, iStock solicits photos from the crowd. The Wired article explains how the Claudia Menashe, director at the National Health Museum, was about to buy $600 worth of stock photos from a professional photographer Mark Harmel. However, she bought the photos from iStockPhoto for a fraction of the price at $1 a piece. iStockPhoto was snatched up by GettyImages “the largest agency by far with more than 30 percent of the global market, purchased iStockphoto for $50 million”. 

• Howe's book (see pages 61-63) also discusses how NASA relied on the crowd to classify the age of craters. A professional had taken 2 years to complete a similar study that was done by these “clickworkers” over a month with results yielding a “comparable degree of accuracy”.

Can accountants/auditors be crowdsourced like the way professional photographers were? 

It seems were crowdsourcing works best is an arena where you find hobbyists who do such things out of passion instead of obligation. My dad was a hobby photographer and although I am no way near talented as he was, I love trying to capture those unique moments. For example, I was able to capture this unique division sunset with my Samsung Note 4

In other words, if I decided to put my mind to it, I could be potentially competing with Mark Harmel. 

However, are there hobby auditors or accountants out there that would compete with CPAs? 

I have yet to find one!

There's a case that can be made for the impact of David Weinberger's "networked knowledge" (book, YouTube video below) on the dilution of expert knowledge in general (law, medicine, accounting). What he proposes is that the ability to share, link and debate information on the Internet transforms knowledge into a more fluid state in contrast to the static nature of books. 

With respect to accounting, non-professional accountants can network with each other to get an understanding on how to account for stock provisions, but would management or the SEC find it acceptable that a company determining its accounting position by looking it up on Google Groups?

And that takes us back to the issue we discussed in the last blogpost: when disrupting a profession it's not just about the production of a good or service but also the social function that the profession was fulfilling. Public accountants have a fiduciary responsibility to the users of financial statements to ensure that they are free of material misstatements. Failure to fulfill this responsibility can result in fines, disciplinary measures or even loss of one's designation.

However, as Google's driverless cars could step in where Uber can't, could IBM's Watson step in and fulfill that societal function that accountants currently do?

To be concluded next time...

The other DDoS: Denial of Service by DMCA

In information security, the common definition of DDoS is Distributed Denial of Service attack. However, there is a legally sanctioned form of DDoS: DMCA Denial of Service, where a user acting in good faith is 'denied service' because of an alleged infringement of the DMCA. The DMCA (i.e. the Digital Millennium Copyright Act) provides a means to enforce of copyright protections online and was ultimately responsible for killing Napster (who enabled peer-to-peer sharing of  music and other files). Although the Napster case was cut & dry to some (like the Recording Industry), there are some where users are actually acting in good faith, but are taken down through enforcement of such  an Act.

The case that illustrates this issue is the take down of 1.45 million education blogs in October. James Framer, CEO of EduBlogs, noted that "ServerBeach, to whom we pay $6,954.37 every month to host Edublogs, turned off our webservers, without notice, less than 12 hours after issuing us with a DMCA email." He went on to explain what the actual infringement was: "one of our teachers, in 2007, had shared a copy of Beck’s Hopelessness Scale with his class, a 20 question list, totalling some 279 words, published in 1974, that Pearson would like you to pay $120 for." Reading the blog further it turns out that EduBlogs did actually comply with the DMCA request that they received. However, the issue that Pearson had was (a) it was accessible via Google's cache and (b) it was accessible by its Varnish cache. In other words, James Farmer got legally DDoSed: 1.45 million blogs were made unavailable due to ServerBeach rush to comply with the DMCA instead of "calling any of the 3 numbers for us [ServerBeach] have on file".

Edublogs, however, is not the only company to be DDoSed in this manner. Small companies that publish news reports on YouTube or other content sharing sites also face this danger. Take for example Leo Laporte's This Week in Tech (TWIT) new media network, which publishes tech related podcasts and videocasts. The business model of this network resides on him being able to make the video available soon after its airing. Failure to do so will result in the company losing out on ad revenue because the "eyeballs never made it" to the particular show. Consequently, when one of their episodes gets pulled down by Google's robots, or due to request of the copyright holder (as noted here), it jeopardizes the TWIT business model making him another DDoS victim.

From a risk perspective, the risk of such event should be evaluated, especially for businesses that rely on revenues via the distribution of online content. Specifically, the agreement with the third parties that host their content should include provisions that enable them to at least demonstrate compliance prior to be taken down. However, both James Farmer and Leo Laporte have attempted to work with their respective providers to prevent this type of risk. Farmer complied with the request, while Laporte has attempted to contact Google and explain that he is news organization. So this is easier said then done. Laporte hosts the videos on his own servers, however the popularity of YouTube limits the effectiveness of this "backup strategy" (i.e. users won't go to the site to watch the video instead of YouTube). In the end, it may just be an unavoidable cost of relying on such providers.

From a longer-term perspective, it illustrates clash of legacy laws and the capability of the Internet to "network knowledge". This the concept is taken from David Weinbergers's "Too big To Know", who identified how the ability to share, link and debate information on the Internet transforms knowledge into a more fluid state in contrast to the static nature of books. He explains this concept in the following video:

James Farmer implicitly argued this point in his rant against Pearson when he said: "Here’s another idea Pearson, maybe one that you could take from Edublogs, howabout you let this tiny useful list be freely available, and then you sell your study materials / textbooks and other material around that… maybe use  Creative Commons Non Commercial Attribution license or similar to make sure you get some links and business." In other words, Pearson has failed to understand this new world of networked knowledge, where a link to the "offending" list would link to other resources that has Pearson has - enriching both Pearson and those using its publications.