Partnerships with big tech, tech startups, and innovative service companies--and the merging of their data, cloud, and software applications--are proving essential for operators in the scaling phase of digital deployment. Equinor has been among the first of many international oil companies to actively seek out and form such alliances. The Norwegian operator is in the process of leveraging its massive collection of data by making it accessible both inside and outside the company to improve its next generation of upstream projects--a task so big that it certainly cannot go it alone. "The challenge is not what data to share but to define the rules of the game for how to share [the data]," said Anders Opedal, Equinor executive vice president of technology, projects, and drilling, during the recent Halliburton Landmark Innovation Forum and Expo (LIFE 2019) in Houston. To overcome the industry's inclination toward data protectionism, Equinor became a founding member of the Open Subsurface Data Universe (OSDU) initiative, a global collaboration between most of the world's largest operators and service firms to define standards for an open-data architecture for subsurface data.