The Tokenized Digital Product Passport.

Transcript

foreign [Music] thanks for having me today and uh thank you for attending I know it's uh it's late and you are probably uh attending somebody uh uh in a few in a few minutes um so the topic today will be about um the the real adoption of web Suite Technologies and I'm sure that we all have a lot of in common here uh believing into uh into what web3 is about my name is for 22 years now uh always been Tech an

engineer and I discovered when I started my journey with web3 almost 12 years ago now so for my Bitcoin maximize friends they will be happy to to know that I'm including Bitcoin into web3 because for me it's a question of digital sovereignty so first of all uh when when you are in uh in this in this um crowd and in this uh in this ecosystem I think first of all we believe into something and this is my case I really believe deeply believe that web3 uh is a set of principle of architecture that can make our Digital World our Digital Life more respectful of our data and more

respectful of what we do online um I think this this is this is very important because this is the reason why we are all Fighting For now if we really believe into uh the the value of web3 we have to um we have to chase for the real adoption of website Technologies and we need to be really uh realistic when we say we are chasing for 1 billion users we're not talking about people who are buying Bitcoin or whatever centralized platform just to to speculate and to be exposed to the price of digital assets we are talking about people who are really using at a certain layer a set of technology or set of principles of architecture that really

make their digital experience better and it's not just holding Bitcoin on revolutes that can make a change so when it comes to um to uh to chasing for the the billion users actually there are two tracks and I will share with you my my journey in crypto the first is we can decide to work and to build application directly for consumers for for end users and it definitely um it's it's useful and I know that a lot of people are working on uh developing social networks developing Financial Financial applications and a lot of digital asset that makes the life of directly people better but the reality

is that micros friends my parents session essentially my mother will never use directly digital assets so building application for this kind of people maybe we can reach a billion people but when not for the short term and and I don't even imagine where we can imagine to have a random people mainstream people are using web free Technologies directly and realizing that it's better for their digital sovereignty to use a new application rather than Facebook and the reality is and I will not ask that with you today but generally speaking when I when I have a presentation I asked to the to the crowd who is using

in WhatsApp of course everyone is using Whatsapp or telegram or the real minority of people don't use it the reality is that we should use something else but it's not what we do there is another track which is trying to leverage people who are already in contact with and consumers with end users and try to solve problems for them for them to deploy technology to put this technology in the end of end users and this is where I'm going to actually making B2B addressing people that brands have when you when you see the reach of of global Brands so basically every single person on earth is consuming is buying

product from brands it means that if at a certain level you manage to solve problem at the brands and and if you manage to to make them switch from web 2. article to web3 architecture you basically put in the end of end user some technology that will definitely change their life and move the market from a place where 2.0 to a new place to a new architecture and when uh when you when you you go further you think okay what kind of application what can what can be different for brands from what the user to experience and actually as we are talking about the

internet of ownership uh web3 is the internet of ownership we can imagine that digital asset can represent the ownership of a real asset also you probably already heard about this narrative we can use digital asset we can use website architecture Western principle in order to represent the ownership of a real product let's say as an example for a watch and this ownership can be represented by an nft which is the base layer for building other application all their experience other relation wizard Brands and a consumer and atayani and I would like to share

with you what we are our insights and our our journey this is what we saw from day one we thought okay we will try to create a new architecture a new base layer for Brands uh to recreate a direct connection with their consumer not using centralized or back and black box platform but to regain control over the relation directly with no intermediaries and which doesn't need actually to uh to get personal information from from the user and recreate a direct connection with them to rebuild what they use to you to use today with Web 2.0 platform today there are few challenges in front of them

doesn't work anymore but okay there are three challenges today a very short term to uh that address the the brand or the address I have to address the first is secularity today there is a huge pressure on two brands to to make their products more circular which means for the user to be able to repair these products and to to be able to recycle this product that means that we need to add a brand to put all the information about how the the products are built where they come from and to put that in the end of consumer to be able to extend

the life cycle of the product the second one is compliance generally speaking we are in a world and we know it when we when we talk about digital asset compliance is an exponential so the more and more we have rules for every single thing and because of all the the climate change that we have we see a raising number of um of of Regulation that are coming and the brands have to comply with this rules and one more time web3 and and the ability to uh to create auditability on every single piece of contents is definitely something that web series

solve better than Sunrise platform so I hope that I will remember what I have to say and the third one is is regaining control over their their the relation they have with their customer it's extremely important for um for a brand to be freed uh from Big Tech uh we reach a point where when you are a brand when you want to communicate and to hire new customers and to engage with your existing customer you have to rely on to a set of uh big Tech platform like Google Facebook you know and all this this platform or all around the world which creates a dependency financially and in terms of features so this is something that they need to address

because this is a question of bottom line so they are their margin uh are taken in part by the big Tech so these three very short term um problems and and concern has to be addressed very shortly and I think that web Suite technology can help those brand to transition and to and to address those problems um this is a this is a basis of what we are doing on a daily basis um it's two minutes so I will not have any slide anymore [Music] um what we are what we are doing and I would not wanted to share with you some some figures about what we do at INE we

develop a really based layer a protocol for Brands to be able to issue nfts that represents um the the ownership of a product what he called digital product passport by the way there is a regulation that is coming all across Europe and very shortly every single Branch putting under the European market products we love to associate information about the product they are they are selling or Distributing digitally to be able to to inform the consumer and to make the secularity possible so one more time repairing a product and and recycling your product so what we do as INE we we create a very

low level uh protocol to issue nft for the ownership to represent the ownership of a product to enrich those lfts on rituals nfts mean adding information all along the lifecycle of a product let's say you repair our watch you want to have a stamp that you repel watch at certain shop and you will have the um this information on channel that is auditable for the next uh the next owner of this watch and third thing and probably the most important one our protocol enabled the possibility to message a digital passport so to message an nft which means that you can as a brand

communicate directly with no antimatteries to to the owner of the nft and to disenable basically all the services that you want to um to create over your products these are really real use case real usage for Brands solving real problems and get back to my point on where are the next billion users we are deeply convinced that rolling out this kind of features on building those features into into products to the brands and making it competitive with other other Solutions which are basically today web to web 2 solution

where we go back we have an edge to solve the the problem we are discussing about better than all Technologies uh we today I will not have a slide okay no problem but I wanted to to show you all the brands we are working with we have 50 Brands using out the protocol irony today with this for five years more than a million products were tokenized in time of ownership last year we'll probably reach more than 5 million this year so it's real real numbers if you compare that to uh maybe the the number of owner of baldape that's another scale and we think that the real exponential and the real growth and the

the real adoption will go through Brands rather than just staying into uh into the ecosystem by itself we are launching a new a new version of the protocol definitely more open accessible for any single Builder we definitely want to welcome you and to uh and to and if you have any um any question about the protocol we are here we have a boost we want to to make sure that we provide our ecosystem so the ecosystem of Builders with all the components and all the relation with the brands so that you you don't have to deal with the relation

with all these very complex big corporates but we provide you with all the tools and all the nfts that you can play with to create new experiences to create new new possibilities for the brand owner for the product owners and I think this is the first time we have that scale of people that own digital assets with the possibility to communicate with those those owners and the possibility to compose with new protocols and new experiences new new possibilities and the last thing I wanted to invite you to our academ but it needs a little

clear code that is not displayed at the moment so trust me we have a pattern you can go to our booths and we'll uh definitely be um happy to to welcome you last thing if you want information ine.org.org you have every single information you need all the documentation is online it's open source it's built by an association where all the brands that participate and use the protocol are members and that's it thank you very much for uh having me today and I don't know if you have time for question or questions anyone

uh thank you for the talk was amazing uh I have two small questions the first maybe not small uh the first one is uh how do you actually onboard so many web to typical web to users like uh Merchants people who buy those watches uh watch maintainers all these people and second one how do you facilitate the transfer when for example a watch is being sold to another user how the transfer is actually happening thank you okay thank you very much so it's it's basically the not all the work we've done over the past years but a lot um the idea is if you buy a Breitling watch uh just after the conference and I'm sure you will do uh it's it's a

thousand bucks nothing uh you will get of course the real assets but you will also get the nft directly uh in in the Box you will buy um we um we pay the fees of course for uh for transferring into nft um we work on different layers but we make sure that the end consumer doesn't have anything to understand about nft doesn't have to buy cryptocurrencies to to pay so we make sure that the brands pay for for everyone and that's it's really our our place to work with Brands to make sure that they pay for it and for the end User it's just scanning a queer code and clicking that's it now for experienced user like you are you can definitely take your nft put it

somewhere else and do whatever you want to with it but we want to be sure that the first onboarding we will not ask you to note a key keywords or whatever crypto active key one more time I think always about my mother when I when I when we build the product I say is she able to use it or not so as long as he's not able to use it it's not good enough so um all the complexity all the abstraction is on our side now when it comes to onboarding Brands yes it's a lot of work uh we are we exist for more than five years now it's very long to uh to um to create the connection with the brand to explain the value proposition

and to make sure that we can connect with existing system basically what we do on the back office is to provide all the technology for the brands to plug on one on the one hand with a let's say sap on the other hand with Salesforce so um we we make sure that the pilot the protocol and the pilot also system uh very easily with existing software you will not go to a brand and say okay you will replace your CRM buy another CRM no it's not going to happen because you had too much people working with existing software and and that means that's educating people it's too long so we make sure that we abstract all the

complexity on the on the brand side we abstract all the complexity on the user side and we make sure that you as a builder you can you can build without having to deal with neither the customer and the brand foreign I need to know what is the link between the nft and the items the watch so it's a digital passport so think about the passport for a real human you will not inject a chip in your arm to prove that this is your passport so we um when it comes to luxury luxury goods are

serialized so the number written or it can be uh there is a lot of different Technologies to to put a serial number onto a product and then you can you can you you will have on your nft the Samsung number but the reality is that authenticity and counterfeiting is not the the primary purpose of making an nft the primary purpose is to create a relation with a with a client so when when you buy your products you will be given an ft and this nft will unlock let's say the warranty for your products the ability to to be uh to repair the product and all the contents

around the products so if you don't have the products with the nft that doesn't make sense and if you have the product without an entity you are missing something so it's the duality of virtual and real assets that make it the real experience I don't know if we have just curious about kind of the construction about how you're doing this because in the current state of the nft market you have an nft that's minted it goes on chain you set the URI function which basically goes to a link where an asset stored typically a JPEG file or a doc file so in this scenario when you get into basically going into the supply

chain the CRM and going all the way back to potentially a farm or wherever the textile or cotton is made from you're getting into a lot of different points of access and points of transfer and all that kind of stuff so when you start to get into that you get into more complexities about how centralized is the system versus decentralized because typically now you might have a file that's stored on ipfs but when you start talking about putting multiple data files in that just kind of curious about how you're thinking about that and are you still going to be using one centralized decentralized storage for all those files are you just trying to find a way to kind of link that nft up to all the crms in the chain yeah good question so uh

decentralization is a is a trigger and we we don't pretend to be totally decentralized we don't want to be what is really important is the proof of ownership so the nft has to rely on two technology and architecture that is really decentralized and that is the only thing that really matters because you want to be able as a user as an owner to verify where the UI nft comes from and who was issuing this nft so this this has to be today decentrise when it comes to the content by itself actually your nft is a key to open contents that you you access to some of the content are public some not it depends but this this content of

course it's better probably to rely on to a decentralized storage and this is what we do but at the end of the day it doesn't really matter if this part is decentralized or not because anyway the brands will give you access to some services to some content if the brand at one point decide not to give you access to these Services it's a question of reputation that doesn't make any sense anymore so for us the the core uh decentralization is definitely at the nft level and after yeah you have many uh many possibilities in time of content on them I think thank you thank you very much [Applause]

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