Web3 could seize on the decades-old software-as-a-service business model

In the era of services like Netflix, Dropbox or Amazon Prime, it’s quite easy to forget about the times when customers were getting in line to acquire boxed digital products, like software or entertainment media, with one-time purchases. The age of annual fees started when consumer products turned into subscription-based services. 

The same transformation happened approximately a decade ago in the enterprise world when businesses reimagined ages-old solutions like enterprise resource planning or customer relationship management as ongoing services monetized via recurrent billings. Hence, the business-to-business (B2B) software-as-a-service (SaaS) model was born in the 2000s and disrupted the way enterprise technologies have worked over the last two decades.

B2B SaaS was left largely untouched by the thriving blockchain and crypto ecosystem until last year, but a long-running bear market made the Web3-first startups realize that they should leave no stone unturned in order to survive the harsh market conditions and

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How Web3 Is Shaking Up Digital Marketing

Over the past year, non-fungible tokens, or NFTs, emerged as a promising new avenue for fashion brands to draw in shoppers and build membership communities, letting them interact in ways that are arguably deeper and more meaningful than simply having an email address.

A brand can engage customers who hold their NFTs — whether purchased or claimed free after buying a physical product — by rewarding them with free items or exclusive access to gated products or experiences, using the crypto wallet containing their digital tokens as a unique identifier. NFTs linked to real-world goods can also serve to authenticate products and act as a gateway to related services, such as repairs.

NFTs are part of the world of web3, the nascent internet based on blockchain technology. Web3 proponents say they offer a way forward for fashion’s digital marketers, who are contending with a number of challenges in reaching new

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