Lưu trữ cho từ khóa: Adoption

The illusion of web3 innovation in large consumer brands | Opinion

Last month, rumors swirled that Nike might shut down RTFKT, the innovative digital sneaker brand it acquired for a staggering billion in 2021. Although the speculation turned out to be unfounded, it triggered a deeper contemplation: Has web3, with its promises of decentralization and digital ownership, truly delivered for consumer brands? My answer is a resounding no. 

Large consumer brands are simply too rigid and risk-averse to innovate effectively within this new paradigm. They have adopted web3 mechanics superficially, driven by short-term financial gains rather than genuine technological integration. Consequently, they’ve failed to find meaningful product-market fit.

The failure of large brands to innovate

Large consumer brands are notoriously slow to adapt to new technologies. Kodak, a pioneer in digital photography, clung to its film business and missed the digital revolution. Blockbuster ignored the rise of online streaming and paid the ultimate price. Similarly, big brands today are repeating these mistakes with web3. They dabble in NFTs and blockchain not out of a genuine desire to innovate but as a reactionary move to market trends. This superficial adoption lacks the depth and understanding necessary to leverage web3’s full potential.

From a philosophical perspective, this failure to innovate stems from the very nature of large corporations. They are, by design, hierarchical and centralized structures that prioritize stability and predictability over experimentation and risk-taking. In a Deleuzian sense, they are striated spaces that are rigidly organized and resistant to change. Web3, on the other hand, represents a smooth space, a realm of decentralization and fluidity. The inability of large brands to navigate this space is not surprising; it goes against their very essence.

The superficial adoption of web3

Nike’s acquisition of RTFKT was heralded as a bold move into the digital realm. Yet, despite the initial excitement, Nike has struggled to integrate its innovative spirit into its broader strategy. The recent shutdown rumors underscore the broader issue: large brands adopt web3 technologies for their financial potential, not for genuine innovation. The result is a series of half-hearted projects that fail to resonate with consumers.

This superficiality extends beyond Nike. Louis Vuitton’s foray into blockchain for product authentication, while aligning with the brand’s emphasis on luxury and authenticity, has not significantly impacted consumer engagement. The use of blockchain here is more of a marketing gimmick than a transformative tool. It’s a simulacrum of innovation, a hollow signifier devoid of true meaning.

Louis Vuitton’s NFT ventures

Louis Vuitton has launched several notable NFT initiatives, most prominently the “Louis: The Game” mobile app, which celebrated the brand’s 200th anniversary. In this game, players help the mascot, Vivienne, collect NFTs designed by renowned artist Beeple. The game aimed to educate and entertain while connecting players with the brand’s rich history. Despite achieving over two million downloads, the impact on consumer engagement remains questionable, as the NFTs are non-transferable and primarily serve as collectibles without broader utility​.

In a more recent venture, Louis Vuitton introduced the “VIA Treasure Trunk” NFTs, each priced at approximately ,000. These NFTs, tied to physical trunks, offer exclusive access to customizable products and early releases, targeting the brand’s elite clientele. However, this approach highlights the brand’s focus on exclusivity rather than democratizing access to digital ownership​.

The true potential of web3

Web3’s promise lies in its ability to democratize digital interactions and ownership. However, this potential remains largely untapped by big brands. The true pioneers of web3 are smaller, more agile companies that can take risks and innovate without the burden of bureaucratic inertia. Brands like 9dcc and RTFKT (in their original form) are at the forefront of this innovation. 9dcc, founded by crypto entrepreneur Gmoney, integrates NFTs into high-end fashion, creating a seamless blend of digital and physical experiences that genuinely resonate with consumers​. These companies are experimenting with new models of ownership, community engagement, and digital experiences that large brands can’t or won’t pursue.

In a sense, these smaller players are the nomads of the digital realm, traversing the smooth space of web3 with ease. They are not bound by the striations of corporate structure and can thus explore the full potential of this new frontier. They embody the Deleuzian concept of the rhizome, a decentralized, non-hierarchical system that can grow and adapt in any direction.

The future of web3 and consumer brands

For web3 to reach its full potential in consumer applications, the lead must come from these smaller innovators. They are the ones pushing the boundaries, experimenting with new technologies, and finding genuine ways to engage with consumers. Large brands, on the other hand, need to recognize their limitations and perhaps look to these smaller players for inspiration.

Web3 is not just about slapping an NFT on a product and calling it a day. It’s about rethinking the entire consumer experience, from ownership to engagement to value creation. Until large brands understand this, they will continue to miss the mark, and the true potential of web3 will remain unrealized.

The philosophical implications are clear: the future belongs to those who can navigate the smooth space of web3, not those who cling to the striated structures of the past. It belongs to the nomads, the rhizomes, and the innovators who are not afraid to experiment and fail. It belongs to those who understand that true innovation is not about financial gain but about pushing the boundaries of what’s possible.

In conclusion, the failure of large consumer brands to drive web3 adoption highlights a fundamental truth: innovation requires more than just financial investment. It requires a willingness to take risks, to experiment, and to truly understand the technology. Until big brands embrace this mindset, the future of web3 will be shaped by the bold, the nimble, and the genuinely innovative. 

The question is not whether web3 will transform consumer experiences but who will be at the forefront of this transformation. The answer, I believe, lies in the decentralized, fluid, and endlessly creative realm of the small and agile. The future is theirs to seize.

Tổng hợp và chỉnh sửa: ThS Phạm Mạnh Cường
Theo Crypto News

Tokenization empowers investors and disrupts Wall Street | Opinion

“The Times They Are-A Changin”—this classic opening line from one of Bob Dylan’s most endearing songs has become the most appropriate statement when discussing contemporary asset-holding patterns. 

A detailed market study conducted by one of the Big Four accounting firms, Ernst&Young (E&Y), last year pointed towards a significant increase in allocation to digital assets and interest in tokenization. The report revealed that institutional investors were becoming increasingly confident of the long-term value of blockchain and digital assets. According to the E&Y survey, 57% of institutional investors expressed interest in investing in tokenized assets, with 93% of respondents believing in the long-term value of blockchain or digital technology and digital assets. 

Interestingly, not only were they keen to tokenize assets, but most had a clear strategy on how to proceed. For instance, 71% of the institutional asset managers surveyed intended to tokenize their assets via partnerships with digital native or tokenization firms. Meanwhile, 21% planned to build infrastructure internally, and 5% looked forward to acquiring a tokenization startup. 

What benefits do these seasoned fund managers see that compel them to plan so meticulously for tokenization?

The empowering potential of tokenization

In one of their explainers, McKinsey & Company defines tokenization as the “process of issuing a digital, unique, and anonymous representation of a real thing.” On a practical level, tokenization requires a blockchain on which the process has to be carried out. Institutional investors show a marked preference for public-permissioned blockchains for the tokenization of their assets, followed by private chains (40%) and public chains (22%). 

One of the most enticing aspects of tokenization is its inclusivity, allowing for a wide array of assets to be tokenized. These include real estate, art, bonds and equities, intellectual properties, and even identity and data. 

There are ample examples of real-world assets getting tokenized and becoming available to an expanded base of new customers and investors. Consider Gold, for instance, which has long been one of the most trustworthy assets throughout human history. Last year, the combined market capitalization of tokenized gold assets surpassed billion.

Tokenized gold involves the physical gold bullion whose ownership rights are stored as digital tokens on a blockchain. While the physical gold remains in secure custody off-chain, protected by financial institutions, those who offer tokenized gold mint digital tokens on a blockchain to signify ownership rights of physical gold bullion or coins. The equivalency—such as one on-chain token representing one gram of physical gold stored off-chain—is determined by the issuing company.

Multiple companies now offer such tokenized gold coins. For example, the New York-based fintech firm Paxos Trust Company offers Pax gold (PAXG) coins, while the well-known blockchain entity Tether offers Tether gold (XAUT). 

Like gold, art is another class of asset that has enthusiastically embraced tokenization. For instance, in April 2023, a soon-to-be-launched blockchain platform, Freeport, declared that it had completed its SEC review and was set to launch its tokenized art platform with four iconic Warhols from collectors, including the legendary Baby Jane Holzer. While the platform did not sustain, it made a useful observation in its press release; it said

Blockchain technology has opened up access to exclusive investment opportunities that were once out of the reach of the average retail investor, especially today’s younger generation. However, in the case of fine art, the entry bar remains too high for everyday retail investors, leaving them unable to participate in an investment class that has outperformed the S&P 500 over the last 25 years and is often insulated from wider market conditions.

Freeport was right on target. The world has already witnessed Sygnum Bank’s tokenization of Pablo Picasso’s 1964 masterpiece, Fillette au Beret, which allowed 50 investors to collectively own the artwork through 4,000 tokens. Further exemplifying this shift, renowned artists like Damien Hirst and the celebrated digital artist Beeple have joined the growing chorus of successful painters to embrace tokenization.

As this trend accelerates, the tokenization of real-world assets is transforming several other asset classes. According to the Boston Consulting Group, the total size of tokenized assets, including the ones considered less liquid, like real estate and natural resources, could cross trillion by 2030. 

Tokenization of global illiquid assets by 2030 | Source: Boston Consulting Group

But what underlies this massive surge in value? How is it becoming possible for such a new technology like blockchain to unlock trillions in untapped liquidity? Several factors are driving growth in this market. 

The factors that make asset tokenization a winner

One of the primary factors that makes asset tokenization an instant winner is its potential to make asset holding more democratic, equitable, and inclusive. These are the inherent properties of blockchain, which envisions a world free of cost-bearing, prohibitive intermediaries. This vision seamlessly extends into the field of real-world asset tokenization. 

Take, for example, high-value art precious metals or real estate, which are typically out of reach for the average retail investor. Thanks to fractionalized ownership via digital tokens, investing in such assets has become more accessible. Imagine 50 investors collectively buying a Picasso masterpiece or shares in a luxury property. Tokenization democratizes the process, allowing buyers to own a slice of something extraordinary.

This innovative approach operates through automated smart contracts within the systematic framework of blockchain protocols, enhanced by cryptographically secure tokens. It effectively dismantles the monopoly of brokers—from local real estate agents to investment honchos sitting and dictating the market from their swanky Wall Street offices. Now, retail investors no longer need their services. They can invest from the comfort of their homes, equipped with just a digital wallet and an internet connection. 

Tokenized assets and the potential for democratic ownership also lead to improved price discovery and lowered costs. In return, the market can reach out to a whole new bunch of investors who hesitated to invest in asset classes such as art or luxury real estate. As a result, liquidity increases manifolds. 

Asset holding, particularly in categories like real estate, has often been plagued by fraud. Statistically speaking, one in ten Americans has been a target of real estate fraud, with half of these victims even suffering financial losses. Such a scale of real estate fraud is alarming. After all, it results in annual financial losses worth 6 million, with median consumer losses in real estate fraud reaching as high as ,000 per incident.

Asset tokenization brings enhanced transparency and far tighter security to the system. The confluence of blockchains, smart contracts, and decentralized oracle networks reduces dependency on intermediaries. It becomes much easier to verify the authenticity of the tokenized property as it comes with immutable ownership records stored on a blockchain ledger. These ledgers make provenance tracking possible and come with auditable data trails. 

Investing in tokenized assets is also more efficient. Programmable smart contracts help streamline the backend and make the process free from potential administrative lapses. Therefore, it is no wonder that tokenization has been on the rise. Who would not want a more democratic, efficient, inclusive, and cost-efficient investment environment? 

The future of tokenization: Innovation and ingenuity

As the market is projected to grow to multi-trillion dollars in the coming years, it will attract innovation and inventive solutions. Interoperability plays a crucial role, bringing isolated systems together under a singular operational paradigm, enhancing scale, transparency and efficiency with enterprise-grade infrastructure and programmable logic. 

Tokenization is spreading fast to several areas, including the financial service sector, where cash tokenization is gaining momentum. McKinsey & Company estimates that 0 billion of tokenized cash is in circulation in the form of fully reserved stablecoins. In a world grappling with climate change and global warming, the tokenization of carbon credits offers an innovative solution. These tokens hold all the information and functionality of the credits within them. 

Carbon credits can now be issued natively on-chain, making their attributes public. This transparency encourages greater acceptability and adoption, and these credits are transferable onto the blockchain via carbon bridges. These bridges can eventually be connected to traditional registries like Verra and Gold Standard. 

The potential of tokenization goes beyond empowerment. Anyone with a digital wallet can participate, regardless of their financial status. Tokenization has democratized access to high-value assets that were once only aspirational—such as a lucrative piece of real estate or an art masterpiece. 

Previously, such assets were only available for most investors to admire from afar. Now, through tokenization, investors can own a piece of these assets, even if only partially, and tap into their exceptional growth potential.

What this means is an intermediary-free empowered investor class can now optimize their returns and explore their opportunities as widely as possible, depending on the asset classes they are interested in. 

Tổng hợp và chỉnh sửa: ThS Phạm Mạnh Cường
Theo Crypto News