ประโยชน์และการประยุกต์ใช้กับงานด้าน Marketing€¦ · 39 Miner Rewards When the Bitcoin was first launched, the

ประโยชน์และการประยุกต์ใช้กับงานด้าน Marketing

2

“Many facets of business and communication

could be affected by blockchain, but much of the

discussion to date has been about its impact on

banking and financial transactions. While those

two areas alone are significant, blockchain’s

impact could go beyond currency and finance to

affect marketers of all products and services”

1. ระบบการเงนิ/ระบบการช าระเงนิ และปัญหาทีพ่บ

2. เทคโนโลย ีBlockchain และปัญหาทีพ่บ

3. ประโยชน์และการประยกุตใ์ชก้บังานดา้น Marketing

หวัข้อการบรรยาย

มลูค่าการถอนเงินสดผา่นเคร่ืองเอทีเอม็ ปี 2562

เงนิสดมีต้นทุนการจัดการสูง

or gatekeeper

Credit card network

ATM network

Switching operator

ระบบการโอนเงินBulk

Payment

20https://thehackernews.com/2016/04/swift-bank-hack.htmlhttps://en.wikipedia.org/wiki/Bangladesh_Bank_robbery

Problem 1 : Single point of failure

21

Problem 2 : ethics of humankind

22

Problem 3 : there are people still left behind

Satoshi Nakamoto introduced blockchain technology and bitcoin that is

the genesis for every single blockchain implementation deployed today.

23

AN ALTERNATIVE FINANCIAL SYSTEM

25

Centralized Ledger System Blockchain (Distributed Ledger System)

26

Centralized Ledger (1/3)

Alice had $50 with her

Alice had $ 50

27

Centralized Ledger (2/3)

Alice pay $20 to Bob

Alice had $ 50

Alice pay Bob $ 50

28

Centralized Ledger (3/3)

Bob pay $10 to Charlie

Alice had $ 50

Alice pay Bob $ 50

Bob pay Charlie $ 10

29

Distributed Ledger (1/3)

Alice had $50 with her

30

Distributed Ledger (2/3)

Alice makes a transaction by paying $20 to Bob. v

31

Distributed Ledger (3/3)

Bob makes another transaction by paying $10 to Charlie and the blockchain gets updated. v

32

Perfect system

Decentralization• Each block validates for the previous block, and this way

it becomes a strong network with no central point of failure.

• This property protects it from malicious attacks.

Immutability• Once encrypted, the data on blocks cannot be altered.

Even an administrator cannot change it.

33

Blockchain platforms

(operating system)

Native assets/token

1. Bitcoin bitcoin

2. Ethereum ether

3. Ripple XRP

Blockchain platform ไม่ได้มีแค่ Bitcoin

34

How a BITCOIN works (1/2)

v

35/5

36Source : https://www.youtube.com/watch?v=SSo_EIwHSd4

v

How a blockchain works (2/2)

37Source : https://medium.com/dcen/hashing-algorithm-in-blockchain-367f09e043cf

v

Hash (1/2)

38Source : https://medium.com/dcen/hashing-algorithm-in-blockchain-367f09e043cf

v

Hash (2/2)

39

Miner Rewards

When the Bitcoin was first launched, the block reward was 50 Bitcoins (BTC). By design, there can only be 21,000,000 BTCs in total, so the block reward gets halved every 210,000 blocks.

Block Reward

Transaction Fee

The miners mine the transactions to mint new coins and consume the transaction fee

Transaction fee that the person willing to make a transaction is ready to pay

v

40

Public blockchain(internet)

Private blockchain(intranet)

Blockchain

Public vs. Private Blockchain (1/2)

Public Blockchain• Public blockchains are just that, public.

Anyone that wants to read, write, or join a public blockchain can do so.

• Public chains are decentralized meaning no one body has control over the network, ensuring the data can’t be changed once validated on the blockchain.

Public vs. Private Blockchain (2/2)

Private Blockchain• Blockchains that are private or

permissioned work similarly to public blockchains but with access controls that restrict those that can join the network, meaning it operates like a centraliseddatabase system of today that limits access to certain users.

• Private Blockchains have one or multiple entities that control the network, leading to the reliance on third-parties to transact.

https://hackernoon.com/public-vs-private-blockchain-4b4aa9326168 41

2016Dec201

6

ภาครฐัคนืภาษ ีและจ่ายเงนิสวสัดกิาร

2016Jan201

7

การโอนเงนิ/รบัโอนเงนิของประชาชน

2016Going forward

2016Nov201

7

ช าระบลิขา้มธนาคาร(Cross-bankBill Payment)

2016Mar201

7

การโอนเงนิ/รบัโอนเงนิของ

ธรุกิจ

2016Sept

2017

เงนิอเิลก็ทรอนิกส์

(E-Wallet)อืน่ๆ ในอนาคต

เตอืนเพือ่จ่าย(Pay

Alert)

Mar201

8

2016Jul201

8

ระบบบรจิาคอเิลก็ทรอนิกส ์(e-Donation)

42

ช าระเงิน-โอนเงินโดยใช้

หมายเลขโทรศพัทม์อืถอื

เลขประจ าตวัประชาชน

เลขทะเบยีนนิตบิุคคล

หมายเลข E-wallet ID

บรกิารรองรบัE-Commerce

บรกิารทดแทนเชค็

43

VDO

ตวัอย่างการใช้บริการพร้อมเพยข์องประชาชน

44

VDO

ตวัอย่างการใช้บริการพร้อมเพยข์องภาคธรุกิจ

1 1 2 2 3 5 7 8 10 12 15 17 1929

4960

74

96105

112122 126

140

-

20

40

60

80

100

120

140

160

ม.ค.

-60

ก.พ.

-60

ม.ีค.

-60

เม.ย

.-60

พ.ค.

-60

ม.ิย.

-60

ก.ค.

-60

ส.ค.

-60

ก.ย.

-60

ต.ค.

-60

พ.ย.

-60

ธ.ค.-6

0

ม.ค.

-61

ก.พ.

-61

ม.ีค.

-61

เม.ย

.-61

พ.ค.

-61

ม.ิย.

-61

ก.ค.

-61

ส.ค.

-61

ก.ย.

-61

ต.ค.

-61

พ.ย.

-61

ธ.ค.-6

1

45

ปริมาณการโอนเงินผา่นพร้อมเพย์ปริมาณ (ล้านรายการ)

ขยายวงเงนิโอน

ธพ. ลด/ยกเวน้คา่ธรรมเนียม

และเพิม่รายการโอนเงนิดว้ยเลขทีบ่ญัชธีนาคาร

46

ผลลพัธท์ีส่ าคญัจากการด าเนินงานทีผ่่านมา

>7แสน เคร่ือง

> 3 ล้านจดุ

เข้าถึงได้สะดวกขึน้จากการเพ่ิมจดุรบั

มาตรฐาน Thai QR Code Payment

เคร่ืองรบับตัร

Application Programming Interface (API)

Blockchain Community

National Digital ID Platform

ขบัเคล่ือนนวตักรรมด้วย Regulatory Sandbox

รวม 46.5 ล้านเลขหมายNational ID: 29.3 ล้านเลขหมายMobile Number: 16.8 ล้านเลขหมายนิติบุคคล: 71,000 เลขหมายe-Wallet ID: 304,000 เลขหมาย

ยอดการลงทะเบียน

ข้อมลู ณ เดือน ธ.ค. 61

ปริมาณ: 1.1 พนั ล้านรายการมูลค่า: 5.8 ล้าน ล้านบาทมูลค่าเฉล่ีย: 5,135 บาท/รายการ

สรปุการใช้บริการพร้อมเพย ์(มค.60-ธค.61)

ปริมาณธรุกรรมเฉล่ียต่อวนั4.5 ล้านรายการ

โอนเงิน-ช าระเงินสะดวก ต้นทุนต า่ ด้วยพร้อมเพย์

คนไทยปรบัเปล่ียนพฤติกรรมไปใช้

e-Payment มากขึน้

อตัราการเติบโตปริมาณการใช้e-Payment ในภาพรวม

83%(2559-2561)

Mobile banking

Internet banking

Million accounts

Million accounts27.8

47

47

48

1. Low transaction costs

2. Speed of transactions

3. Anonymity (security of personal data & limited interference of public authority)

4. Transaction cost

Source : European Parliament, Virtual currencies and central banks monetary policy : challenges ahead, July 2018

49Source : https://avesta.io/en/scalability-and-mass-crypto-adoption/

Transaction speed comparison

How Blockchain is disrupting Marketing

Who are the gatekeepers in digital marketing world?

Search Engine

Social Media Agency

Online Travel Agency (OTA)

Taxi Online Agency

Online Food Agency

1. Eliminating The Gatekeeper

• traditional search engines decide what ads are most relevant for users and bombard them with pop-up and display ads against their permission.

• These gatekeepers have and control consumer behavioral data while marketer have to pay high fees and are unable to engage the target audience.

• With blockchain platform, advertisers can pay customers directly for access to their personal info and approval to serve them ads. Some blockchain-based startups are even experimenting with the idea of rewarding users who use the network with tokens that could be accepted at select retailers.

• blockchain ledgers are actually much more transparent than traditional ad and search engine networks. All transactions that occur over the ledger are available for the public to view in the ledger and nearly impossible to erase.

2. Engaging and Targeting the Right Audience

• Brands and advertisers pay Internet middlemen tons of money for serving ads to potential customers but conversion rates are generally low due to ineffective targeting.

• Blockchain can create a decentralized search engine that helps advertisers get in front of their target audience.

• blockchain and its tremendous power to decentralize can truly solve the consumer engagement and targeting factor in the advertising industry.

• Creating an open, public, decentralized marketplace.• Allowing businesses to effectively target potential customers and allow end

users to receive better matched offers. • Users get rewarded for sharing their personal data, businesses and service

providers can achieve greater customer acquisition and retention rates.

3. Providing Better Data & reducing Ad Fraud

• Marketers gain access to little digital data when it comes to clicks and engagement with an advertisement. With greater transparency using the blockchain ledger, marketers could receive more relevant user information that would assist them in campaign management.

• Ad fraud is becoming a serious issue for advertisers. Paying for fake clicks and impressions has become a common phenomenon today. It was found that in January 2017 alone, one in every five pay-per-clicks was fraudulent.

• Ad fraud is also distorting their analytical data, which is ultimately affecting their strategic decisions. With the foundation of blockchain technology, advertising platforms can display all click-throughs in real time.

4. Improving Data Privacy and Cybersecurity

• End Users Expose Valuable Personal Data Unknowingly. Blockchain actually helps to alleviate many of the privacy concerns that are currently being thrown at Facebook and other advertising platforms. Users would now have greater control over what personal data they want to release to advertisers and publishers.

• All personal data that users don’t consent to share remains hidden on the network. Being nearly impossible to hack, blockchain can protect user privacy.

• Cybersecurity will still be a major problem for every industry, big or small. One advantage that the blockchain network provides is the idea of storing your own personal information off the network. Aside from this, hackers would literally have to hack all user devices on the network to make changes to the ledger or steal information.

5. Disrupting Loyalty Programs and Reward Systems

• A customer never forgets when he is made to feel special. That’s why loyalty programs work so well with sales. So how can marketers use blockchain technology to create an amazing experience for their customers?

• A gift card can rest upon the blockchain and become a safe platform for issuing and maintaining gift cards and loyalty programs. Frequently, customers accumulate several gift cards and don't get to use them because either the card has a few bucks left or doesn't buy something they find useful. Result? All the money goes down the drain and creates a bad consumer experience.

• This gap can be filled using blockchain technology, converting the gift cards into digital coins/wallet, allowing customers to redeem them. Better yet, combine different coupons, gift cards, etc. and redeem them in a single transaction.

Q&A

Thank you