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B2AND
WHITEPAPER
March 2018
DECENTRALIZED
VIRAL
MARKETING
PLATFORM
1
TABLE OF CONTENTS INTRODUCTION ............................................... 2
INTERNET ADVERTISING INDUSTRY
OVERVIEW ....................................................... 3
CURRENT MARKET SITUATION AND
FORECASTS ..................................................... 3
REFERRAL MARKETING ................................... 4
WHY BLOCKCHAIN IS THE ANSWER .............. 5
B2AND PLATFORM DESCRIPTION ................. 7
BRIEF OVERVIEW OF CURRENT CENTRALIZED
B2AND PLATFORM ......................................... 7
B2AND MARKETING CAMPAIGN CREATION
WITH B2AND CAMPAIGN CREATION
WIZARD ............................................................ 8
BRIEF OVERVIEW OF PLANNED
DECENTRALIZED B2AND PLATFORM ......... 10
PROJECT TEAM ............................................ 11
PROJECT ADVISORS .................................... 12
B2AND TOKEN ............................................... 13
DESCRIPTION ................................................ 13
TOKEN ALLOCATION ................................... 14
VESTING PERIODS ......................................... 14
TOKEN SALE TERMS ...................................... 15
CAPITAL ALLOCATION ................................ 15
ROAD MAP ..................................................... 16
GENERATIONS OF B2AND PLATFORM ....... 17
1ST GENERATION (CURRENTLY LIVE):
CENTRALIZED PLATFORM ............................ 17
2ND GENERATION: PAYMENT AND
REWARDS ON BLOCKCHAIN, TOKEN
WALLET IMPLEMENTED ................................. 18
3RD GENERATION: MOBILE APPLICATION,
B2AND API AND B2AND CAMPAIGN SMART
CONTRACT CREATED .................................. 19
4TH GENERATION: B2AND CAMPAIGN
TRACKING DEPLOYMENT ON BLOCKCHAIN
....................................................................... 20
LEGAL ASPECTS ........................................... 21
REFERENCES ................................................ 22
2
INTRODUCTION
Nowadays, traditional advertising models do not
fully satisfy contemporary needs of a potential
advertiser. Blockchain technologies represent an
exceptional solution for this problem. The new
concept creates advertisers out of consumers and
generate peer-to-peer advertising earnings
through blockchain award and referral systems.
Due to the blockchain specific nature of enforced
rules, advertising transforms into a maximally
transparent field.
Reward systems tokenization provides additional
incentives for participation in peer-to-peer
advertising, thus, becoming one of the
fundamental enhancement drivers for campaigns.
B2AND is a result-oriented cloud-based online
platform which provides easy-to-use and scalable
services through viral marketing via marketing
campaigns in an innovative and extremely
effective way.
One of the most significant advantages of B2AND
platform is the freedom for advertisers to create
and launch their campaigns anytime they see fit,
establish rewards with the B2AND token, without
integration or development requirements and run
these campaigns independently or along with their
other marketing channels, e.g. such as Facebook,
Twitter, etc.
Besides the reward role of B2AND token, they are
also used as payment for B2AND campaigns.
The purposes of this whitepaper is to elaborate
the B2AND platform fundamental concept and
new ecosystem creation, as well as further
development in terms of the new technological
approach mentioned above.
3
INTERNET ADVERTISING
INDUSTRY OVERVIEW
CURRENT MARKET
SITUATION AND FORECASTS
According to IAB internet advertising revenue
report by PwC [1], the global internet advertising
market demonstrated a steady annual growth of
15-22% throughout the period of 2010-2016.
Up until 2017, the share of internet advertising
expenses was in the level of those for the
television advertising. [2]
Moreover, according to the Dentsu Aegis
communication group findings [3], the share of
internet advertising in 2018 will exceed 50% of the
total advertising market in such countries as
Australia, UK, Denmark, China, the Netherlands,
New Zealand, Norway, and Sweden.
By 2021 the global share of internet advertising
will soar from 36% to 50%.[2]
Source: IAB internet advertising revenue report Source: Magna “Global Advertising Forecast update”
15%
22%
15%
17%16%
20%
22%
0%
5%
10%
15%
20%
25%
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
2010 2011 2012 2013 2014 2015 2016
Annual revenue and growth
Revenue(in mil) Growth
36% 40% 42% 45% 47% 50%
38%36% 36% 34% 34% 33%
2016 2017 2018 2019 2020 2021
Global Market Shares by Media Type
Digital Ad Sales Linear Television Print Radio OOH
4
REFERRAL MARKETING
Referral marketing programs are a complex set of
processes that stimulate consumer to support
revenue growth. Moreover, they are the only
marketing channel that gives an opportunity to a
brand to leverage the
power of word-of-
mouth in a
measurable way.
Having the role of a
highly effective
marketing channel,
referral strategies
sustain and promote
extensive customer
experiences that are
the fundamental stone
of marketing. It is safe to say that the main result
of smart marketing is a happy customer:
according to Wharton [4], referral customers have
a 16 % higher lifetime value than non-referred
customers.
Texas Tech University research claims that 83%
of satisfied customers are willing to refer a product
or service but only 29% actually do. [5]
Obviously, having referral rewards in place that
share could be significantly higher.
Here are some of the most successful referral
marketing examples in the world.
UBER: discounted first ride for your friends
Simple, elegant, with a clear call-to-action to refer
friends. Moreover, the page has a bar at the
bottom which is a clever piece of gamification
making you fill up the
progress bar.
EVERNOTE:
premium for friends,
points for you
Evernote’s referral
program awards are
Premium for your
friends and points for
you which you can
use to get either
Premium or increased monthly uploads. Evernote
offers a dual-sided referral award program that
gives people more space and/or Premium
membership.
AMAZON PRIME: $5 for you for your friend’s
purchase
Amazon Prime’s are highly cost-effective:
enrolling new Prime members through a referral
campaign is quite an efficient option as customer
referrals are one of the lowest cost acquisition
channels.
WILLING TO REFER A
PRODUCT OR SERVICE
ACTUALLY DO
5
WHY BLOCKCHAIN IS THE
ANSWER
Customer referral programs represent strategic
steps for any kind of organizations.
Centralized referral programs are not realizing full
potential for several reasons:
account inactivity;
low redemption rates;
time delays;
high transaction, system
management, customer acquisition costs;
low client retention.
We believe, the fundamental reasons for the
inefficiencies mentioned above is the scarcity of
uniform management systems throughout referral
rewards programs, which creates customer
confusion and is a primary cause of members’
lack of activity
.
6
Obviously, consumers seek rewards, thus the
business strategy of gaining referrals/new
customers and their loyalty through rewards
programs is sound. However, these rewards
programs are mostly run inefficiently. An
inadequately organized rewards interaction not
only reduces ROI, but also works in the opposite
direction of raising the number of referrals and
loyalty.
Thus, we are aware of what is behind this scarcity
of implementation efficiency—fragmented and
heavy systems that entirely depend on centralized
regulation requiring the coordination of numerous
parties through trusted intermediaries to push
processes throughout the value chain.
Interestingly, blockchain answers this issue by
excluding trust from the process and
decentralizing it. In a decentralized system
solution, all of the rewards program participants
perform in a contiguous network leaving out
intermediaries.
Due to its design, blockchain maintains streamline
execution and administration of the rewards
programs, providing all participants near-real-time
transparency, throughout the framework of the
permissioned constraints of the program provider.
Taken altogether these aspects should result in
substantial future expense savings that, in our
view, will pay for the design and execution of a
blockchain-based referral (and not only) rewards
program in the medium perspective.
7
B2AND PLATFORM
DESCRIPTION
BRIEF OVERVIEW OF
CURRENT CENTRALIZED
B2AND PLATFORM Advertiser’s side
There can only be one Advertiser for one
campaign.
Advertiser receives a free trial package one time
within one campaign for two-week time period.
The package includes adding up to five email
accounts as a first level on the campaign. Should
the Advertise want to continue the campaign after
free two weeks, he/she can convert the trial
campaign into a standard one. The conversion will
not bring any costs of starting the campaign, but
only standard fees that apply after the trial
expiration, during the campaign run.
There are no limitations on sending messages for
testing purposes to the Advertiser’s own email
account before starting an ad campaign
Consumer’s side
The Consumer has the opportunity to participate
in any campaign without mandatory registration
on the B2AND platform.
Upon registration on the B2AND platform, the
Consumer is able to:
store or import his/her referral network
contacts from such sources as Gmail
directly invite selected contacts to
participate in a marketing campaign
see the rewards statistics of his/her
referral network
subscribe for campaigns based on
personal interests.
There are two levels of rewards:
1. hotlink click – Consumer clicks a hotlink
provided in the campaign message
2. hotlink click by referred contact - when contact
you have referred to the campaign will press the
hotlink.
8
B2AND MARKETING
CAMPAIGN CREATION WITH
B2AND CAMPAIGN
CREATION WIZARD
A. Upon sign-up/sign-in Advertiser
should create/upload start level
recipient email addresses to whom
marketing campaign is targeted. These
email addresses can be
created/uploaded under “Address sets”
and categorized based on Advertiser’s
own preferences.
B. When address set is created;
Advertiser can create marketing
campaign with the following four steps:
1. Description & timing. Describe your
marketing campaign with related terms
& conditions and select the campaign
period.
9
2. Rewards. Describe your marketing
campaign rewards with related terms
& conditions and select related reward
voucher code options.
3. Campaign settings. Select your
marketing campaign settings, e.g.
such as campaign recipient
address sets, campaign category,
location and/or age limitations (if
any) and campaign notifications.
4. Budget. Allocate budget for your
marketing campaign and activate
the campaign.
B2AND campaign creation wizard
will automatically create customized
B2AND campaign e-mail message
and B2AND campaign landing page,
based on the advertiser's selections.
10
BRIEF OVERVIEW OF
PLANNED
DECENTRALIZED B2AND
PLATFORM
Current 1st generation B2AND platform is using
e-mail, as it is built as proof-of-concept platform
and it is cost effective delivery channel. One of the
reason to apply the new model is that advertisers
are often finding it challenging what to offer as
rewards and have asked universal reward option
that could be used globally to reward consumers
and B2C is perfect answer for that. After the
B2AND platform decentralization, we will use
mobile app, which is integrated with wallet to hold
rewards.
2nd generation B2AND platform will have
B2AND token as payment and rewards method.
B2AND wallet is created, where B2AND tokens
can be hold.
3rd generation B2AND will introduce mobile app,
which is to be used to distribute B2AND campaign
via mobile push messages, instead of current
email. Mobile app will also support B2AND wallet.
Moreover, B2AND API is introduced, which
enables advertisers to create and distribute
B2AND campaigns also by using third-party front-
end providers. In addition, Ethereum Smart
Contract is introduced for the B2AND campaigns
to be written to Ethereum blockchain upon
creation and activation, which makes the
information (advertiser, content, rewards,
timeframe, etc.) on the campaigns publicly
available.
4th generation B2AND platform will have
another token for campaign tracking purposes,
which token would have no commercial value.
These tracking tokens will not affect the value of
the B2AND tokens. Using Ethereum based ERC-
20 tokens for tracking purposes leads to
unreasonably high costs because of the high
transaction fees. Moreover, current Ethereum
system is not fast enough for actions requiring
instant confirmation required for our campaign
tracking needs. Thus, we will issue another token
devoted specifically to campaign tracking which
will record the tracking information to blockchain.
Potentially a private blockchain will be introduced
for this purpose.
11
PROJECT TEAM
Jani Laakso CEO and Founder
Jani is a serial entrepreneur with 15+ years proven track record and international market exposure in advising and managing several ICT start-up companies in their growth strategies, international market expansion plans, business development, sales & marketing and finance. Jani has his degree from Turku University of Applied Sciences, Finland, and he is a founder and CEO of B2AND Ltd and co-founder of Finland based software outsourcing company Coderum Ltd. Jani has been a blockchain believer since 2012.
Jere Vuorenala CTO
Jere has a background in designing and developing challenging software architectures for some of the most technologically innovative companies. Jere's proven technical know-how and implementation skills are trusted by MNCs that are leaders in their own specific industries. Jere has his educational background from Tampere University, Finland and he is an acting CTO of B2AND Ltd. Jere is a blockchain enthusiast in and outside his work.
Jemayel Tucay Marketing Manager
Jem has a background to work with some of the world's leading technology and consulting companies, like e.g. Convergys, Mercer, etc. in various customer service roles out from Singapore and Manila. Jem has her economics and mass communication/media studies degrees from The Philippines and she is a Marketing Manager of B2AND Ltd.
12
PROJECT ADVISORS
Hochun Kim
Hochun is a highly respected professional on viral marketing, serving as Professor and Department Head of Viral & SNS Marketing CEO Program at Seoul Venture University, Korea, along with his roles of Head Director of Korea Smart Academy Institute (KSAcademy) and Moderator at Startup Store Group. Hochun's broad experience from business side comes from managing own high-tech companies in Korea and acting as operations head for MNCs, like Intel. Hochun has his Computer Science degree from Pusan National University, Korea.
Anthony Lam
Anthony has over 20 years of professional sales and management experience in the ICT industry with successful track record covering multiple industries, like telcos, ISV, banking, finance, government, retail, trading, property, securities, logistics, etc. Anthony is well adapted to multi-cultures in a complex selling and management environment with extensive business connections and client relationships, having served in management positions in various MNCs, like Oracle. Anthony has his Computing and Finance degree from Macquarie University, Australia.
Mika Jokela
Mika is a professional with extensive experience to establish, manage and grow operations of several ICT and high-tech companies. Mika's knowledge on blockchain business comes through his related activities in advising companies within the field. Having gone through successful exit, Mika has also been active start-up investor, covering portfolio of over 20 companies. Mika has his degrees from Turku University of Applied Sciences, Finland and his Master of Electronic Commerce degree from Hong Kong.
13
B2AND TOKEN
DESCRIPTION
B2AND token is an ERC-20 standard token
deployed on Ethereum blockchain.
The B2AND team chose Ethereum for the
following reasons:
- Ethereum provides advanced environment
for decentralized apps (Dapps)
development
- Ethereum is the most well-known and
used blockchain with smart contracts and
it has wide selection of supported wallets
- Ethereum has the largest community of
blockchain developers sharing tools, best
practices, and knowledge about Dapp
development
- Ethereum is the best provider of tooling to
maintain the interaction with Dapps
B2AND token (B2C) roles are:
- payment, i.e. in the future all B2AND
campaigns are to be paid with B2Cs
- rewards, i.e. in the future all campaigns
are offering B2Cs as rewards. Additionally,
advertiser may also consider to offer other
type of reward against B2C, if they wish
so.
Consumers are not required to make any kind of
payments in order to participate in any B2AND
campaigns. By participating in campaigns and
making referrals, consumers receive B2Cs from
local and global advertisers.
14
TOKEN ALLOCATION
Token Sale = 65%
B2AND Project Team = 9%
Partners & Advisors = 4%
Bounties = 2%
Reserve = 20%
VESTING PERIODS
Partners & Advisors
•6 months
B2AND Project Team: 50%
•6 months
B2AND Project Team: 50%
•12 months
15
TOKEN SALE TERMS
Start Token Sale 23 April
2018
Minimum transaction amount
0,1 ETH
Bonus program:
End Token Sale 22 May 2018
Maximum transaction amount
4.000 ETH* 30% 1. Week
Acceptable currencies
ETH Soft gap 1.000 ETH 25% 2. Week
Total token issuance
100.000.000 B2C
Hard gap 10.000 ETH 20% 3. Week
Number of tokens offered on Token
Sale
65.000.000 (65%) B2C
Tokens exchange rate
1 ETH = 5.000 B2C
* for those, who would like to invest more, please contact us for special deal
CAPITAL
ALLOCATION
Development = 45%
Marketing and sales = 30%
Operating expenses = 10%
Acquisitions and partnerships = 5%
Legal expenses = 4%
Other expenses = 4%
Bounty program = 2%
45%
30%
10%
5%
4%4%
2%
Development
Marketing and sales
Operating expenses
Acquisitions andpartnerships
Legal expenses
Other expenses
Bounty program
16
ROAD MAP
until Q4 2017 Private investment of 100k Euro secured from Hong Kong
EAS (Estonian government) grant approved
Entirely functional 1st generation B2AND commercial platform launched
Registered advertisers from five continents
B2AND decentralized platform concept created based on the feedback on the
existing B2AND platform
Q1 2018 B2AND Token Sale preparations started
Q2 2018 B2AND Token Sale
Q2-Q3 2018 Applying B2AND token listings on cryptocurrency exchanges
Q2-Q4 2018 B2AND platform to be decentralized on blockchain, B2AND wallet to be created
and B2AND token to be accepted as B2AND campaign payment and campaign
rewards incentive
Q42018 2nd generation B2AND platform launch
Q1-Q2 2019 B2AND API and B2AND mobile application with wallet integration as well as
B2AND campaign smart contract to be created
Q2 2019 3rd generation B2AND platform launch
Q3-Q4 2019 Separate B2AND rewards tracking token (with no commercial value) and related
private blockchain network (if required) for campaign tracking purposes to be
deployed
Q4 2019 4th generation B2AND platform launch
Q1 2020 and
further
Further B2AND platform development and feature improvements deployed, e.g.
new localization versions, new campaign distribution channels, partnerships with
online marketing agencies and other interest groups, etc.
17
GENERATIONS OF
B2AND PLATFORM
1ST GENERATION (CURRENTLY LIVE): CENTRALIZED
PLATFORM
Sign-up
(as Advertiser)
Description &
timing
E-mail message and
landing page automatic
creation
Rewards
(participation/
referral)
Budget &
payment (credit
card, PayPal)
Settings
Define address set for the B2AND campaign
B2AND campaign creation with B2AND
campaign wizard
Campaign activation (B2AND approval
needed)
messages
distribution
Campaign
landing page
as a referral
point
Advertiser sets
the rewards (no
offer from
B2AND)
Credit card and
PayPal as
payment
methods
18
2ND GENERATION: PAYMENT AND REWARDS ON
BLOCKCHAIN, TOKEN WALLET IMPLEMENTED
Sign-up (as Advertiser)
Description &
timing
E-mail message and
landing page automatic
creation
Rewards
(B2AND tokens)
Budget &
payment
(B2AND tokens)
Settings
Define address set for the B2AND campaign
B2AND campaign creation with B2AND
campaign wizard
Campaign activation (B2AND approval
needed)
messages
distribution
Campaign
landing page
as a referral
point
B2AND
tokens as
rewards
B2AND
tokens as
payment
method
B2AND wallet
to hold
B2AND
tokens
19
3RD GENERATION: MOBILE APPLICATION, B2AND API AND
B2AND CAMPAIGN SMART CONTRACT CREATED
Sign-up (as Advertiser)
Description &
timing
Mobile push
message and
landing page
automatic
creation
Rewards
(B2AND tokens)
Budget &
payment
(B2AND tokens)
Settings
Define address set for the B2AND campaign
B2AND campaign creation with B2AND
campaign wizard / third-party front-end
provider
Campaign activation (by front-end provider)
Mobile push
messages
distribution
Referrals
among
participants
without a
landing page
B2AND
tokens as
rewards
Campaign
creation
outside
B2AND
platform
using B2AND
API
Smart Contract
creation on
Ethereum
blockchain
Smart
Contract
creation on
Ethereum
blockchain
20
4TH GENERATION: B2AND CAMPAIGN TRACKING
DEPLOYMENT ON BLOCKCHAIN
Sign-up (as Advertiser)
Description &
timing
Mobile push
message and
landing page
automatic
creation
Rewards
(B2AND tokens)
Budget &
payment
(B2AND tokens)
Settings
Define address set for the B2AND campaign
B2AND campaign creation with B2AND
campaign wizard / third-party front-end
provider
Campaign activation (by front-end provider)
B2AND campaign tracking
deployment on blockchain with
separate tracking token (no
commercial value)
Smart contract
creation on
Ethereum
blockchain
Selection will be made depending
on the suitability (price and speed of
transaction) of commercially
available blockchains on that time
vs implementation of own separate
private blockchain for campaign
tracking purposes
21
LEGAL ASPECTS
The information contained in this white paper do
not constitute a prospectus or offering document,
or an offer to sell or an invitation, advertisement or
solicitation of an offer to buy securities.
B2AND tokens are not being structured or sold as
securities and B2AND tokens acquisition does not
represent an investment agreement. That is,
B2AND tokens cannot be considered as
investments or securities. B2AND token
possession does not imply share ownership or
ownership/management/other rights related to
B2AND LTD or B2AND platform. B2AND tokens
hold no rights in B2AND LTD or B2AND platform.
Any contributions made on B2AND Token Sale
should be made in accordance of B2AND Token
Sale Terms & Conditions.
This white paper is for information purposes only
and is subject to change. These projections are
forward-looking, are subject to significant
business, economic, regulatory and competitive
uncertainties and contingencies, many of which
are beyond the control of B2AND LTD and its
Token Sale project team, and are based upon
assumptions with respect to future decisions,
which are subject to change.
22
REFERENCES
1. IAB/PwC. (2016). Internet Ad Revenue Report.
2. Magna. (2016). Global Advertising Forecast update. Retrieved from
https://www.magnaglobal.com/wp-content/uploads/2016/12/MAGNA-December-Global-Forecast-
Update-Press-Release.pdf
3. Network, D. A. (2017). Ad Spend Forecasts. Retrieved from
http://www.dentsuaegisnetwork.com/danadspend2017
4. Philipp Schmitt, B. S. (2010). Referral Programs and Customer Value. Retrieved from
https://www.ericstownsendmarketing.com/wp-content/uploads/2010/09/referral_programs1.pdf
5. University, T. T. (2015). Why Referral Marketing Works and How to Use It. Retrieved from
http://today.ttu.edu/posts/2015/04/why-referral-marketing-works
23
B2AND Limited Uus-Sadama 21 10120 Tallinn
ESTONIA
https://b2and.com/
https://ico.b2and.com/
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