What is APEX?
APEX network is a platform based on the blockchain, focused on data and interactions. Its main area of concern is business to consumer market (B2C) relationships where big challenges are data ownership, marketing strategies to target the actual consumer, Customer Relationship Management(CRM) and an enhanced royalty experience.
It is run by APEX Technologies, a customer data tech and AI company based in Shanghai. They have existed for multiple years already and have engineered several cutting-edge marketing analytics applications that are used by 250+ large enterprises. In the lead of APEX Technologies and APEX is Jimmy Hu, founder and CEO of both companies. Their industry experience shows through their strong list of backers and partners.
The Challenge APEX wants to solve.
The business to consumer (B2C) market is one of the largest global mega-verticals, with B2C ecommerce (excluding brick-and-mortar) alone expected to reach a size of $3,940 billion by 2022. Other than core business competencies, differentiation strategies, supply chain, product offerings, and competitive strategy, a large part of the success of a B2C enterprise has to do with managing the customer lifecycle – this includes marketing, branding, CRM, customer experience optimization, and maximizing customer lifetime value (CLV).
The next generation of best practice B2C lifecycle management hinges upon 2 main areas: data and B2C interactions. Despite the proliferation of big data, marketing technology, marketing channels, and artificial intelligence, customer data and customer engagement remain ridden with problems. In the aspect of consumer data, problems have arisen from massive centralization and data hoarding by 3rd parties. And for B2C engagement, the centralization of marketing and communication channels, as well as ineffective customer loyalty and CRM strategies and tools.
These are in a sense technology problems, but they are also problems relating to the structure and nature of the B2C interactions. Centralization of data and interactions has created efficiencies, breakthroughs, and network effects, but up to a certain extent they start creating bottlenecks and interactions and relationships become one-sided.
The goal of APEX Network is through proprietary blockchain technology, foster deeper 1-to-1 B2C relationships, by giving enterprises newer optimized ways to approach marketing, CRM, loyalty, and customer experience, and at the same time maximizing value obtained by the consumer in all B2C interactions.
Latest Announcements; Node System!
One of APEX’s most recent revelations was around their node system. The APEX Network will feature 3 types of nodes; Supernodes, Voternodes, and Data Cloud Nodes. The former two will participate in network consensus, and the latter will serve as a distributed and encrypted storage of consumer data.
Voternodes are probably the most interesting nodes for the average person to run, and APEX released their multi-wave incentive programme, KRATOS One, only a few days ago. It aims to already reward early supporters with significant incentives based on their status and intention to become a voternode. This effective method of basically airdropping node ROI to currency holders whilst a project is still in the token phase is not only innovative but also likely to become a model that we will see much more of in the future.
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