NFT, le nouveau terrain de jeu des marques

NFT, le nouveau terrain de jeu des marques

Les jetons numériques certifiés, mieux connus sous l’acronyme NFT, enflamment le monde de l’art. Aimantées par la modernité, les marques créent à leur tour des oeuvres d’un genre nouveau pour mieux se distinguer.

C’est le transfert de l’été. A 34 ans, Lionel Messi a quitté le FC Barcelone pour l’équipe du Paris Saint- Germain où il empochera un salaire de 41 millions d’euros net par an, soit plus de 110.000 euros… par jour. Mais ce n’est pas tout. Lors de la signature du contrat, le footballeur argentin s’est également vu remettre une prime sous la forme de jetons numériques – un paquet de “PSG Fan Tokens” – pour un montant qui avoisinerait les 30 millions d’euros, selon la presse espagnole.

Equipe pionnière dans l’univers de la blockchain, le PSG a en effet lancé sa propre cryptomonnaie en 2018 déjà, et ce afin d’impliquer davantage sa communauté de fans dans la vie du club. Aujourd’hui, n’importe quel supporter au maillot rouge et bleu peut donc acheter, où qu’il soit dans le monde, des “PSG Fan Tokens” pour marquer son attachement au club et, surtout, participer à des actions exclusives. Par exemple: élire le plus beau but de la saison écoulée ou écrire un message personnel aux joueurs dans leurs vestiaires juste avant un match décisif.

 

Avec l’arrivée de Lionel Messi à Paris, le cours du “PSG Fan Token” a forcément grimpé sur le marché des cryptomonnaies, passant d’une dizaine d’euros au début du mois de juillet à plus de 50 euros le 10 août dernier (jour de l’annonce officielle du transfert), avant de se stabiliser ces derniers temps autour des 30 euros.

Beaucoup plus qu’un simple gadget marketing, le “PSG Fan Token” permet non seulement au club d’optimiser l’engagement de ses supporters, mais aussi d’engranger de nouveaux revenus, surtout lorsque des stars se montrent réceptives à l’idée de recevoir une prime ou une partie de leur salaire en jetons numériques, ce qui dope l’intérêt pour la cryptomonnaie.

Ouvert à la modernité, Lionel Messi a d’ailleurs surpris le monde du ballon rond en annonçant, quelques jours avant la signature de son contrat parisien, qu’il allait bientôt lancer une collection de NFT – acronyme de “Non Fungible Token” (littéralement “jeton non fongible”), à savoir des oeuvres numériques dotées d’un certificat d’authenticité scellé dans la blockchain.

Certes moins palpable qu’une ligne de vêtements, sa collection de NFT baptisée Messiverse – clin d’oeil au monde virtuel Metaverse – ne sera pas abstraite pour autant. Trois oeuvres à l’honneur du dieu Messi ont déjà été réalisées par l’artiste australien Bosslogic et seront prochainement mises en vente sur la plateforme Ethernity Chain spécialisée dans la commercialisation des NFT. Trois “tableaux” qui n’existent donc pas dans la “vraie vie”, mais qui partiront très probablement pour plusieurs milliers d’euros…

La nouvelle titille les sceptiques: quel est l’intérêt d’acheter des oeuvres virtuelles dédiées à Messi alors qu’on les trouve déjà sur le web et qu’on peut les copier à l’infini? Les partisans des NFT répliquent en osant la comparaison avec La Joconde: l’original de Léonard de Vinci se trouve au Louvre, mais il existe des répliques aux quatre coins du monde et n’importe qui peut également s’offrir le poster de Mona Lisa pour l’encadrer dans son salon. Bref, la subtilité réside dans le certificat d’authenticité qui garantit fermement que chaque NFT appartient à un seul et unique propriétaire, adoubé par la blockchain, même si l’oeuvre numérique ne peut être réellement touchée du doigt.

Déconcertante, l’apparente virtualité des NFT n’est donc pas un frein à leur succès croissant. La preuve en est avec cette oeuvre de l’artiste Beeple qui a été vendue plus de 69 millions de dollars par la maison Christie’s le 11 mars dernier. Composée de 5.000 images numériques qu’il a lui-même créées et postées durant 13 années sur Twitter, son “tableau” Everydays: the First 5.000 Days ne peut être vu que sur écran seulement, mais il a pourtant été l’un des déclencheurs de ce nouvel engouement pour les NFT…

Article source à lire en intégralité ici :

Les jetons numériques, le nouveau jeu des marques –Frédéric BrebantJournaliste Trends-Tendances Pub https://trends.levif.be/economie/entreprises/les-jetons-numeriques-le-nouveau-terrain-de-jeu-des-marques/article-normal-1460919.html?cookie_check=1629964860

Lyon Blockchain Stampede D-Day -32

We are really delighted to annonce our second Lyon Blockchain Stampede and the renewal of our partnership with emlyon business school and the University of Wyoming.

We will conduct this edition during the same week that the Wyoming Blockchain Stampede for its 4th edition and we will be joined by 4 other hubs in Côte d’Azur (French Riviera), Munich (Germany), Shawinigan (Quebec, Canada) and New Delhi (India).

Lyon Blockchain Stampede Logo
Les fan tokens, a new way to build loyalty ?

Les fan tokens, a new way to build loyalty ?

The token fans want: fan tokens

How do you decentralize a fanbase? You create fan tokens, which are digital assets that allow followers to directly engage with their favorite creators in dynamic new ways. Like some digital assets, these tokens can be used to provide voting rights for upcoming projects, content, physical goods, merchandise, and can even provide access to real-world events. Fan tokens are the blockchain alternative to starting a Patreon, and they are poised to potentially take over as the dominant format of exchange for the burgeoning attention economy.

Sites like Rally.io have exploded in popularity, as they provide platforms for creators to easily launch their own bespoke fan tokens. Popular streamer Alliestrasza has minted a fan token that holds a value of over $26.00 at time of writing, while even indie band Portugal. The Man has jumped into the craze with their own token that enables fans to support their continued musical endeavors directly.

Fan tokens don’t have to be solely reserved for social-media influencers or artists. Chiliz has created a market in the fan token economy for international football clubs. Fan tokens in this sense are even more sought after as diehard footballers can support their favorite clubs directly and engage with them in ways that were never possible before.

This is also a clever way to authenticate the information one may receive from crowdsourcing. For instance, if Barcelona is considering a uniform change, the club could allow their community to vote on the decision, and they would be confident that the system hadn’t been gamed, as each individual vote could be verified as legitimate (and from legitimate fans) on the blockchain.

However, the fan token economy is not just relegated to crypto enthusiasts.

An interesting article from bitcoinethereumnews to read on https://bitcoinethereumnews.com/crypto/when-influencers-and-crypto-meet-the-rise-of-the-tokenized-attention-economy/

Blockchain use is about more than NFTs and dogecoin. It’s about you

Blockchain use is about more than NFTs and dogecoin. It’s about you

Very interesting article from Giacomo Lee – 13th August 2021 on https://www.verdict.co.uk website.

“Blockchain use can save lives, build smart cities and boost data privacy. But before it can do any of that, it has to step out the shadow of dodgy cryptocurrencies and multi-million digital art deals.
Blockchains keep confounding tech-watchers. In a way, blockchain use is bigger than ever before.At the same time, it is as underrated and misunderstood as it was in 2008 when the mysterious Satoshi Nakamoto published their groundbreaking paper on bitcoin, kicking off the cryptocurrency revolution.

Both NFTs and cryptocurrencies rely on distributed ledger technology (DLT) of which blockchain is a subset. Blockchain commonly involves the use of public key encryption and hashing, cryptographic tools which prevent third parties from viewing or tampering with private data….”

Read the article…

How will blockchain with IoT impact the agriculture in the near future?

How will blockchain with IoT impact the agriculture in the near future?

Agriculture Transformation by Blockchain

 As Booker T. Washington said, “Those who are happiest are those who do the most for others.” The agricultural industry not only provides one’s favorite food during dinner; but also, feeds the world. Blockchain carries with it the promise new decentralized data, worldwide standardization for transparency of food, and new protocols use cases that could reward emerging economies for new business models to emerge.

Historically, the agriculture industry has been a slow adopter of technology with large corporations having the means of scale. This doesn’t mean there is great complexity. Blockchain’s potential applications are huge and could have impacts all along the supply chain of the agricultural industry from producer to consumer. We have identified 6 major players with the supply chain process: Provider, Producer, Processing, Distribution, Retailer & Consumer. Nowadays, the food supply chain is not transparent as it relies on cumbersome paperwork and involves many intermediaries. It is estimated that this whole distribution system accounts for 66% of the final cost.

In terms of today’s existing system, there are losses totaling 940B+ annually due to limited access to markets through the chain (8 Blockchain Startups Disrupting The Agricultural Industry, 2021). As things become more centralized with ‘Big Data’, so does the risk increase for more limited points of widespread security hacks. It is estimated that an increase of +15% in efficiency would be possible with reduced bureaucracy in worldwide in terms of GDP (8 Blockchain Startups Disrupting The Agricultural Industry, 2021).  Beyond household names like Cargill, John Deere, DuPont, the value chain of this industry is a rich soil of potential for Internet of Things (IoT) + Blockchain to act as the great leveler for new economies of scale worldwide.

Blockchain will bring value and regain value at each stage of the chain in terms of productivity, traceability, authenticity, condition monitoring, and trustworthy information for the end user. At the producer level, the combination of IoT and blockchain will generate more insightful data as well as automation around many steps in the agricultural industry. Blockchain technology plus IoT will lead to major technological progress towards ‘Agriculture 4.0’. The digitalization of agriculture with the usage of connected tractors, robots, drones and measurement tools will enhance both productivity and environment protection through optimized harvesting, crop treatment, decreased of fuel consumption, and a better monitoring of soil quality.

Agriculture & blockchain 2

Producers can leverage this data to reduce crop insurance costs, the transaction fees, and increase crop’s yield by applying the most relevant treatment at the right times. Computer-assisted analytics has the potential to be a game changer within the agricultural industry. Using non-fungible tokens for every batch of crops to certify the traceability will be the next fully secured generation of highly transparent food supply chains.

Additionally, the value of immutability of blockchain technology will allow visibility for each step of the process to all participants and will generate a permanent record of trust. As an example, a critical stage of food distribution is a major concern of any disease control body regarding food safety. In the US, the Center for Disease Control and Prevention estimated that 48M of Americans had been contaminated by food in 2018 causing 3,000 deaths. Blockchain technology with IoT solutions has the capacity to enable a real-time monitoring of shipping, storage conditions to ensure the cold chain integrity and fast root cause identification. In term, one will be able to ensure that the players in the industry follow ethical practices during all the steps in the process. Furthermore, we can avoid major product recalls in case of a mishap because we will be able to track where and when the problem occurred.

Agriculture insurance and financing products will enter the market and allow for SMB farming to collaborate and compete in an enterprise environment by nature of blockchain’s composition for market differentiation. Firstly, there will be an increase in farming activity as more farmers will have access to crop insurance through smart contracts and they will be able to gain a larger share per dollar of sales.

Second, organizations dedicated to agricultural finance will become an industry supporting the ecosystem. One will see the crop insurance and agricultural finance industry evolve because with blockchain, microfinancing will become easier through ‘Decentralized Application’ (DAPPS). This will be a huge difference compared to the banks that charge a premium to farmers who can’t always afford it. The emergence of decentralized finance can revolutionize agricultural finance.

Thirdly small just got big, as non enterprise farmers will find ways to compete on an even footing with the rest of the market in regards to better financing options, wider access to markets and more control over the price of their goods as well as being able to command a premium if marketed properly.  Currently, small farmers face a huge disadvantage because they don’t have the scale to compete with the larger farmers. They have trouble financing their activity and often have to work as a collective. Due to access to better finance, farmers will be able to grow different crops and plan their activities in an optimal manner leading to better income for the year. 

Fourthly, details on marketing advantage of transparency of blockchain to traditional enterprise agricultural firms. The small farmers will have the opportunity to differentiate themselves and be more competitive with the larger farmers therefore levelling the playing field to a great extent. This will increase their access to market because they will have more channels to sell their products. Farmers will have more control over how they price their stock. Lastly, blockchain enables traceability which will encourage fair trade practices. Consumers will be able to track the food journey and know what they are buying. This increase transparency through the value chain of the industry.

Considering the complexity and novelty matrix below, it helps one to identify the different stages on the application of the blockchain within the agriculture value chain. As we see with 1-4, it is expected that blockchain’s impact will become increasingly complex to disruptive “transformation”:

Agriculture blockchain 3

The “Transformation” quadrant is the most challenging as its impacts will affect all industry frameworks:

  • Need for standards (establish the standards and store them somewhere by using for example a ‘Decentralized Autonomous Organization’ (DAO)
  • Ability of farmers to modernize (Agriculture 4.0 – Impact on business models and ecosystems), for example, the communication networks to deploy and cover rural areas efficiently; also the specificities of the environment (limited access to power, dust, rain, vibration, etc.).
  • Modernizing infrastructures with the digitalization of agriculture & connecting machines and farms. These modernizing is based on the development and introduction of new tools and machines which required huge amount of investment. For example, the average age of tractors in Germany is 27.5 years, due to high purchasing cost.

In conclusion one finds multiple entrepreneurial ideas in waiting for the agriculture industry with blockchain + IoT. An agricultural focused protocol/smart contract platform could be used by any IoT application, allowing for faster adoption and implementation across differentiated services. In a nutshell, the main impacts within agriculture include:

  • Increase of productivity and environment protection
  • Optimization of resources
  • Bypass wholesalers and distributors
  • From farm to table (producer to consumer)
  • Create opportunity in distribution and logistics (transportation)
  • Enhance food safety and transparency
  • Marketing Differentiation = Right to Value within the Market

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Contributors:

  • Jacob Westrum,
  • Christophe Duclos,
  • Aseem Gupta,
  • Patrick Mbamba A Ibong,

Bibliography:

 8 Blockchain Startups Disrupting The Agricultural Industry. (2021). Retrieved 14 May 2021, from https://www.startus-insights.com/innovators-guide/8-blockchain-startups-disrupting-the-agricultural-industry/

How blockchain may affect agriculture and help it to develop?. (2021). Retrieved 14 May 2021, from https://newsroom.futurocoin.com/blockchain-in-agriculture/

Food Waste and Hunger Facts | OzHarvest. (2021). Retrieved 14 May 2021, from https://www.ozharvest.org/sustainability/food-waste-facts/

The Rise of Blockchain Technology in Agriculture (2021). Retrieved 14 May 2021, from https://arxiv.org/pdf/1908.07391.pdf

Global Supply Chain Management (2021). Retrieved 14 May 2021, from https://www.maersk.com/supply-chain-logistics/management

The Future of Supply Chain – Deftech – Defence Future Technologies Foresight at armasuisse Science and Technology. (2021). Retrieved 14 May 2021, from https://deftech.ch/supply-chain/

 Atelier Des Futures (2021). Retrieved 14 May 2021, from https://atelierdesfuturs.org/horschamp/

Andreas Kamilaris, Agusti Fonts and Francesc X. Prenafeta-Boldύ The Rise of Blockchain Technology in Agriculture and Food Supply Chains. 2021. Arxiv.org. https://arxiv.org/pdf/1908.07391 .pdf, July 29, 2021.

Network, T. 2021. The Future of Farming 4.0: The digitalisation of agriculture. The OECD Forum Network. https://www.oecd-forum.org/posts/53345-the-future-of-farming-4-0-the-digitalisation-of-agriculture?badge_id=653-trade , July 29, 2021.

The future of food and agriculture. 2021. Fao.org. http://www.fao.org/3/i6583e/i6583e.pdf , July 29, 2021.

Digital Transformation Monitor Industry 4.0 in agriculture: Focus on IoT aspects. 2017. Ati.ec.europa.eu. https://ati.ec.europa.eu/sites/default/files/2020-07/Industry%204.0%20in%20Agriculture%20-%20Focus%20on%20IoT%20aspects%20%28v1%29.pdf , July 29, 2021.

The future of agriculture. 2021. The Economist. https://www.economist.com/technology-quarterly/2016-06-09/factory-fresh , July 29, 2021.

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