Fireside chat: The Importance of Decentralized Identity and Data for Global Brands and Users

[Music] really good to be here uh hello everybody my first time in bugaria in Sofia so proud to be here such amazing beautiful country it's sopia thank you for having us uh I want to make a little bit introduction about myself uh so excited to be sharing the stage today here in Sofia with such amazing friend and brand and who here doesn't like football Paris s everybody knows about it right so I think you're going to have some very fun uh conversation about the industry what we can do I want to just to Quick briefly introduce myself my name is Patrick uh I think the moderator introduced me a little bit my background is a little bit different but similar to sports uh I was Olympic Athlete gymnast uh always close to the finance W to economics I studying very good universities about Finance 2016 after the Olympic Games R Jal I met blockchain and crypto I literally fell in love about it and it was the first time that I could use my network and my savings from professional sport to to something different right to help uh partners and investors so I became an investor invested over 250 protocols in the industry as a angel investor and as a VC founder and was the end of 2020 I found mat chain mat chain is a layer two evm chain uh we are amassing close to 20 million users already in the past year on our test net we launched our main net three weeks ago uh we about to go live on D Rader next week and then the whole world will be able to see our numbers on Main n on the unique active number of wallets and I think you guys going to have some good really good surprise uh and yes our focus is uh decentralized identity data ownership data sovereignty and AI so I was listening the previous panel very passionate about marketing I heard really good feedback everybody's very excited about blockchain AI intersection and the layer two space so happy that I think we got a good Niche we are AI chain when blockchain being a layer 2 on AVM so that's pretty much it now with Paris and German very cool pleasure to be here uh I've actually been in Bulgaria probably 20 times I used to live here when I was younger so this is a littleit bit like coming home so uh when I was young I lived in Sunny Beach uh this is back in the '90s when Sunny Beach was growing up and so this really feels like home so this is an honor to be back uh par helgerson I work with PSG as head of web 3 in metor that means everything tokenization on chain uh games on chain tokenized in-game assets things like that um and people always wonder why am I here and PSG as a club as a football club uh is a football club of course uh we have men we have women we have orts teams we have hamball we have Judo um we have over 200 million fans in our social channels uh with our our players and with our other partners and sponsors we have roughly half a billion so everybody in this ecosystem talk about putting the next billion on chain we have roughly half of that in reach and what people might not know about PSG is 92% a little bit more of our fan base is actually outside of France which means that we need to engage to our fan base uh that is uh unique in many ways uh 65% of our fan base is uh 35 years and younger and that is a unique demographic so our fan base has already arrived and so my role as set a we three is to find ways Partners products Services uh experiences that we can engage them with better and this is uh a perfect intersection uh really to kick this off because um another way to think about data and uh decentralized ID is about you everyone in here um what do you do offline what do you do online and what do you do on chain one way to kind of understand that better is to implement and engage did Solutions so as to tokenize engagements offline online and on chain and so this is a little bit the reason why I'm here and really looking forward to this but tell me more um so from a perspective of a brand and a football club with hundreds of millions of fans outside of France and of course inside France um what pops up in your mind um working in the industry just hear you out right now uh I think it's the panel that are talking about our company and me being a blockchain you being a global brand the the title of the panel fits perfectly because he was just mentioning about almost 200 million Global users and if you combine the fan user base of every single player they can get almost a half bill or more you never know know I'm Brazilian Portuguese by the way so PSG had like Neymar other players for a long time and then like I by the time I was living in Brazil or in the US I was already a massive PSG fan I was not even missing a single game so I can assure on the other side that what you're saying is completely true and real and when you talk about how to bring in news users and the importance of blockchain for those big Brands and users I think it's a no-brainer right because right now you you just see the likes that users or fans have about your Big Brand you cannot really interact to them you cannot really give back to them and football sports in general I believe is pretty much similar to communities in crypto or religion we are always passionate about it we give our life to it and maybe go through generations right so how you give back to this imagine for example ethereum vitalic recognize someone that had a eat wallet and this person is recognized by vitalic and vitalic invite for dinner this person be so happy right if he especially if he's a 18 Max or whatever it's the same thing that happen with the big Brands if the Big Brand can know you better can understand what you need what you like uh and give back to them I think this is lifechanging right lifechanging for adoption for loyalty for many things and blockchain is the perfect intersection of this blockchain and AI in my opinion so I think you have a lot of synergies here my friend and this is a way that like blockchain can cut all those middle mans when big Brands not just as a PSG but all the ones lvmh big Brands across the world they have a way to not just be in the hands of other big oligarch data companies but they have a way to have a straight Channel no middle man to the users to the the fans and I think this is very very important for us to really on board new users because I love that you guys are here and I really love to be here and I keep going to many other conferences to try to teach and explain about mat chain but if you're here already you love web tree you at least curious a little bit about it right we need people from outside we need to bring people that don't even know that it sopia exists right so I see web3 in general as like a a big shopping mall you need to bring people to the mall come uh visit I have so many stores over here and those stores or food court or whatever will fit your purpose even if you are based on the previous panel that I was watching as well uh just a d or a defi that you like our farmer you Staker you're going to have your store inside this mall that fits you or no you just want to interact you just one of basic stuff so I believe you need to create the funnels to reach the masses with the Simplicity as possible and those people be converted little by little into what they really like if it's very complex or if it's just engage with the favorite brand blockchain behind it shouldn't care the for the user which blockchain they really just looking for the best experiences and in my perspective based on what I heard from you I think we're looking ways for the club to provide best experiences for your audience is it right that is right we are on a Innovation Journey uh PG is a club uh innovate on the pitch and off the pitch uh one of the things that we're looking for is to better understand the fan base and that means understand you the person and you use the metaphor of of a shopping mall uh one of the challenges I think all clubs and all F have today is um they have Silo data sets about things that you do but it's very hard to connect them so the behavior of our fan base and you is something that we need to understand better uh and for this we need to capture and and and be allowed to uh take part and share your of your data simply and this is a way for us to serve you better to wow you better to provide better experience for you better products and services for you and I think this is this is a challenge today it it's a massive Challenge and this is one of the roads that we're on to uh figure out uh and actually do with our fan base so I think a lot of Brands and I think all of you um when you look in your email box and I always use this metaphor um I now have 147,000 27677 unopen emails and so imagine then um the ability to instead uh uh see and drop and engage with me and see what I actually open in my email box what I engage with and and with whom I engage with across offline online and on chain this is the data we need to better serve you simply as a fan and as a customer uh I keep make the difference of uh you have uh CRM systems today customer relationship system that that captures your transactions uh but we don't really have a a fan or behavioral system yet uh in order to capture and understand you to serve you before during it or in between or after you engage one of our stores around the world or uh uh you come and see one of our games or you visit one of our sponsor some Partners like Nike or Jordan or um um fly with some of our sponsors for instance so this is some of the things that we're looking for but in order to do that we need to uh find you we need to see you and we need to serve you engage with you better simply now uh I'm curious um when when companies talk to you and and and clubs I guess maybe even uh how do they express the challenges of what they want uh moving forward yeah again 100% vouch and support what you just mentioned um when we got approached by big Brands we been and exactly on the point that you just mentioned as well on that category too uh they W understand because whatever is your Niche your even if it's fashion for example let's not just talk about sports and talk about big Brands your fashion client or most loyal customer customer eats as well this customer likes to travel this customer does other things besides of fashion and that fashion brand is part of a group right with they have a Lifestyle brand they have like a drinking like a mo henness something like that so if you can understand better uh you can approach and improve their lives we think that they really want but the key word over here is like the legitimacy right how legit the data is because data no matter how much you run from it is the most important the second most important asset that you have in the world the first one is time time cannot be Quantified right but data is very important that's why we have the top five companies on the S&P all about data Google alphabet just created different excuses YouTube Maps just to understand our behaviors and they sell our data and they charge us subscriptions they they stole for us they steal for us twice not just once so the key word over here is on blockchain is transfer of power give you ownership back to your life so that's our main goal and that's what we want to provide to the companies for example on the decentralized identity part we're not just infrastructure layer on Match chain we have one product that is called match ID which would actually fit perfectly to your kind of brand match ID is a profiling web 2 2.5 product is not just web3 where you can simply Buy all your web two logins Gmail Twitter Tik Tok account whatever it is and all your wallets not just machain wallet you can bind Solona wallet near wallet etherum wallet you can bind everything ai2 will start to cross and read your behavior on and off chain what you're doing on those depths and it start to give you a commercial score what is your commercial value what is your data value as a gamer you don't know only active only alphabet knows and when Activision want to know this they have to request to alphabet they pay billions to them right so imagine a layer which is a neutral layer where you store privately every single one on your wallet with your keys your data you see the dashboard and say the more things I do the more interact with my football club more points I have it right they can easily find me it's a oneone peer-to-peer almost or B to to to see uh relationship and this is the difference right so uh literally take taking the control out of the big corporations or even governments whatever it is bring it back to the people and I truly believe that this has to be done in a smoothly and softly way we cannot like go to the street and say this is a revolution of identity you're just going to lose your time money and your wife or Expos so you need to go little by little so on our match profiling too we don't scan your iris we don't check your palm every single application even if it's a social application it's a defi application they request your verifications in different ways they request one maybe your Twitter verification maybe PSG someday would ask about your telephone number or your email to be in touch with you but then you have your def application that request your biometrical facial recognition the other application is a ticketing company that you attend e Sofia in person so our AI to will cross behavior and make you unique little by little based on what your habits on based on your experience so this is a way that you can on board more people little by little and create a user base and that's the way that already 20 million users and we are literally focused on more Brands like that or Global Brands to bring more people to this shopping mall and let them get comfortable to the space and see where they fit the better uh this is interesting uh for us as the club and as a Lifestyle brand uh to uniquely uh understand uh you across these different channels and marketplaces and what I call engagement spaces is going to be key for everyone moving forward and I think on the other side it's going to be key for for us as individuals and you uh to be seen as a whole be seen as you and today it's really difficult to do that uh we don't want to be a statistic we don't want to be a number and a like right we don't want to just be a registration you want to be you and you want to be servant engaged and wowed in a beautiful and and fun and engaging way that fits you right and I think this is the journey that that we're embarking on absolutely absolutely and and it it's I can't understand you know I can't address enough how important it is moving forward that is based on uh uh um they actually do it with you the fan and the customer because with hundreds of millions of fans we have more fans in I think in Social channels in Brazil than we actually have in France which is interesting with great Powers comes great responsibilities yes so I think moving forward one simply has to do it with your fan base with your customer base amazing and and as you do that um you you give it them a lot of love and I think I think a lot of Brands and and this goes for everyone that has a business um up until now many actually do it on the back of their fan and customer base they didn't do it uh uh for and with and in the service of and I think this could be the start of war um it's actually a way to kind of flip The Narrative of loyalty where loyalty is where the club and the brand actually is loyal to you yeah that's what you heard about the previous panel now they was just talking about they believe the loyalty programs points will go to blockchain that's what we looking for right and and in order for me to be loyal to you the fan uh I simply need also to know you better and and have more understanding and data about you so I can serve you better uh and I think this this should be the ultimate goal yeah I think we have great synergies here my friend amazing um guys if you have any questions um I think we would be open for a Q&A if you have any question to us or maybe we can meet outside have a coffee or discuss I think we have a question over there in the back That'll be amazing to hear I think right there right there sir right behind you I don't speak hey good afternoon guys can I ask a quick question and I don't know how much you can tell us but in regards to match chain and PSG can you give us a sneak peek into one exciting thing that's coming as a collaboration between the both of you I I I heard very well well I think there basically what you would just mention there's a lot of synergies between our company uh and we've been studying uh ways to collaborate and to make this into reality uh So based to respond the question for the fellow in the back I think we're going to have some great things to come very soon and right now that's the best that you can that we can talk about it that's about you now for I think that was a great way to express it and to be frank I think uh every club and every brand moving forward need to figure out their Journey on how to do the things that we simply spoke about and uh people ask me why I'm at these events and I'm looking for partners that are Innovative that can work with the club as Innovation partners that have products and services and can give us experience we can engage our fan base with uh from a web 2 2.5 is also perspective uh everybody knows that there's a web 3 Community out there but we also have couple hundred million that just want a great product and service experience uh and what whatever that is and and so this is why I'm here uh besides likeing Sophia and Bulgaria uh and so yeah and this is simply my role to navigate and understand um um who's next what's next simply amazing I think that's a WP guys if you have any other questions we can have a coffee outside thank you so so much everyone [Applause] [Music] I'm