Crypto innovation enables new business models

Yaro Pan, Lead Crypto Asset Strategist
2024-03-31
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Behind the scenes of crypto volatility, unwinding of leverage, and rising regulatory uncertainty, less-talked-about innovations are brewing. While many crypto developments are still early experiments, they offer a view of the ways these technologies can address a wider range of business applications beyond just payments and store of value. 

Expanding the crypto ecosystem 

A few years ago, a lot of crypto innovation focused on two areas: scaling blockchain technology and building out the infrastructure for creating and trading digital assets. We saw a rise of decentralized finance (DeFi), which helped fuel the rally across multiple emerging protocols that expanded the size of the ecosystem. Nonfungible tokens (NFTs) expanded crypto’s reach into mainstream awareness and culture. 

Now we find ourselves at the tail end of that upcycle, but with many more users, innovators, and unspent venture capital funding working in this space. So, the question is: What drives the next expansion wave? We believe that the next upcycle may see the scope of crypto technology widen beyond just scaling transactions, DeFi, and digital art.

Crypto building blocks

Before exploring emerging business models, we believe it’s important to review some key building blocks that crypto and blockchain technology enables:

  • A consensus database of transactions, ownership, and records — the ability to have a trusted, independently verifiable ledger of records. It can store digital token data, transactions, ownership rights, etc. It will be increasingly used to manage digital identity and serve as the new “login to the internet.”
  • Highly automated transfer of value between parties — a few hundred lines of smart-contract code can replace complex business processes that involve thousands of people and integrate transactions natively into apps. 
  • Ability to design cryptographic incentives — using code to tie economic outcomes to an action. Decentralized blockchains run because of economic incentives hard coded into the design — what else can run enabled by token-based rewards and penalties? For example, crypto tokens can be issued or redeemed to reward or disincentivize activities that power a business model.

Business model innovation in the data economy

Combining the elements above will lead to a reimagining of many business models. The idea of incentive design may be one of the most disruptive elements of crypto innovation. It draws on the existing elements of open-source software, crowdfunding, cooperative ownership, and digital platform economics — how to incentivize collective action to achieve an outcome. One area where we see an impact in the year ahead is in the business of data. Data ownership, use, and rights have been ongoing topics of debate that are only intensifying with the acceleration of AI innovation. 

We see projects that reimagine the business of storing, exchanging, and using data emerging. These types of projects use the consensus database of blockchains to track data assets, their ownership, and rights. They facilitate software-based transfer of value connected to data assets and run on automated token incentives that ensure the data is securely stored by a network of decentralized participants. These approaches are already scaling to petabytes of storage deployed, and the innovation continues to progress at a rapid pace.

Decentralized social networks

Another area of disruption is social networks, where the competitive landscape is already very dynamic. Today’s companies maintain users’ posts, profiles, and data in databases. Disruptive crypto projects are storing user credentials, data, and interactions on a blockchain instead. They’re also facilitating easy transfer of value between users and creators in an emerging token-based economy. The metaverse is less about the visual experience and virtual reality goggles, and more about the token-based network of economic relationships and coordination to accomplish shared goals.

Networks whose data is stored on blockchain could challenge today’s vertically integrated social network model and change how we “login to the internet.” Instead of using the login of a large tech platform, a user would use the credentials stored in a digital wallet. Social networks tend to accelerate user adoption of any technology, and we see this as an important catalyst this year.

Decoding the power of disruption

There are three ways in which new crypto-centric business model approaches can be disruptive to the existing technology landscape:

  1. Different flow of economics and token-based incentives: Previous disruption cycles pulled users away from expensive incumbents with venture capital (VC)-funded free services and offers. The new approaches to business models often involve token incentives and automated distribution of benefits to stakeholders in a way that shares value created differently than just equity. Users have an ability to become economic stakeholders in the protocols they help build.
  2. Lower take rates: Most crypto-native business models operate with take rates significantly lower than today’s incumbents. They pass on efficiency benefits to both the users and suppliers in the platform and can be disruptive in how little they extract from the economic flow they enable. 
  3. More open innovation: These innovations and the future of the web they represent are much more open and easier to connect to. They have the potential to break down monolithic business models into interoperable modules. The use of crypto-incentivized and openly available “digital public goods” infrastructure has the potential to unleash another cycle of rapid innovation.

While we’re eager to see the opportunities these disruptions create, it’s important to remember that it will take some time for these ideas to mature. The regulatory landscape will have a significant impact on the direction of innovation because crypto assets don’t easily fit into the existing categories of regulated assets. We are optimistic that over time, regulatory frameworks will emerge and address new disclosure and accountability needs while also accounting for the differences among the tokens — not all crypto assets are the same! 

Our focus in crypto asset research is finding sustainable and responsible innovation. We are encouraged by what we observe, and see opportunities for alignment between new innovators, investors, regulators, and users. Where that alignment happens, we’ll see highly disruptive business models emerge.

Expert

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