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wys Token whitepaperBlockchain-PoweredMobile Shoppingc wysker UG11/13/2017 - Berlin, GermanyManifestoWe believe that all Internet users have certain unalienable rights. We believe,that among these are the rights to own, control, and sell their data. We hold itto be self-evident that every individual should be able to rcise these rights infull privacy and on their own terms. We believe, that this precious ination isthe lone property of the user. Therefore, usage of this ination should requireconsent and it should always be rewarded with a fair share of the profits generatedin the process of this usage. These beliefs are at the core philosophy behind andfunctionality of wysker.Today the Internet is far removed from these aspirations. Digital businessesclaim all data as their own While users exchange their data in return for free ser-vices. They are not rewarded proportionally to the power and profit they providethese digital businesses.That’s why we started wysker. Our goal is to change the digital economy,enabling users to become part of the data trade and a stakeholder in these profits.Powered by the Ethereum blockchain, wysker decentralizes ownership of consumerdata. By measuring interests, preferences, and purchase intent, wysker creates avaluable data creation and exchange network for users, advertisers, and retailers.Advertisers can only access user data if given consent. And the user always re-ceives a profit in return. We are changing the dynamics of e-commerce and thedata market - and creating dividends that are shared between all participants.At the heart of these ambitions is the wys Token. A new unit of exchangethat gives advertisers access to customers, and in return, users receive discountsfor their favorite products and retailers new opportunities to increase their sales.It enables data-trading on an individual level only the user can sell access to hisor her own data. With rising value of their data, users are in a strong positionto attract advertisers and retailers by providing high quality ination, consentand opt-in-only targeting.In the future, the wys Token will be integrated into the point of sale for retailpartners, thus playing an active role in gaining the acceptance of blockchain andtokens in mainstream retail. Combined with the wysker App, the wysker Plat- pioneers blockchain-based mobile commerce. It empowers today’s consumerto discover products they love faster than ever while generating valuable data.Together, the wysker App and the wys Token enable our vision of a decentralizedcommerce economy where users have complete control over their data.Becomeapartofthedatarevolution. Youaretheconsumer. Yourdatabelongsto you. You deserve to get paid for it. After all there is one truth without YOUthe entire system cannot work. Join us and regain power. Own your data.1 Value PropositionsThe wysker Plat serves three key stakeholders users, advertisers, andretailers. Together with the the wysker App and the wys Token, it offers the fol-lowing value propositionsUsers get a new mobile shopping experience, browse products faster than everbefore, regain ownership and control of their consumer data, and receive wys To-kens for usage and product views, which, in turn, provides users with productsdiscounts.Advertisers reach consumers who consent to their product targeting, incen-tivize purchases with offers and rewards, and use wys Tokens to buy sponsoredcontent targeted at consumers with clear purchase intentions, to achieve a higherreturn on investment.Retailers increase their exposure among wysker shoppers, expand sales chan-nels by accepting wys Tokens, develop brand loyalty, and use wys Tokens collectedfrom user purchases towards additional advertising.2 IntroductionThe wysker Plat was built to improve the current standards of digitalcommerce. Wysker was built on the belief that consumers should have the rightto own, control, and profit from their data. Today, the Internet is far removedfrom these aspirations and users’ data will become increasingly valuable. wysker’smission is to change this imbalance and put consumers back in control.2.1 You Don’t Own Your DataEvery time a user switches on a digital device, a data trail is created. Withevery log-in into a social network, every entry into a search engine, every use ofa digital map, holiday rental booking, or purchase in a web shop, users creatuable data points. People create millions of such social data points with theirbehavior, movements, interests, relationships, moods, politics, places, and prop-erty.Surprisingly, most of this ination is shared by a user knowingly and will-ingly, in the of a Facebook like or a Google map search. After all, providingdata allows users to access often free digital applications they want and enjoy. Thecomputer scientist and philosopher Jaron Lanier put it simply in his book ”WhoOwns The Future ”We want free online experiences so badly that we are happynot to be paid for the ination that comes from us now or ever[1].”The wysker App redefines this relationship. On a basic level, it provides aunique shopping experience while creating highly valuable data sets. But whatsets this product apart is the commitment to transparency each user has theright to understand his or her data trail, how it is used, and what to expect fromit. We believe in data symmetry, which means we grant each user access to thewys Token whitepaper v2 Page 2data they create. We then not only provide users with the ability to change,modify, delete, blur, or edit this data but also to sell and profit from this data.To put it in the words of er Amazon Chief scientist Andreas Weigend “Ourlives should not be driven by data. They should be empowered by it [2].” The wysToken and data storage are secured by the blockchain and enable this concept.2.2 Advertising in the Data AgeData is - and always has been - the currency of digital advertising. But untilnow, users weren’t the ones treated as true beneficiaries. Let’s rewind to the year1994 when ATT famously ran one of the first banner ads ever on the freshlylaunched website of Wired MagazineFigure 1 One of the first banner ads ATT’s, 1994In 1994, this was a revolution. You didn’t need targeting or focus groups tolaunch a successful ad campaign, you just needed to be present and visible. Today,the very same banner ad would drown in an ocean of digital noise and go unnoticedby readers who have long been numb to most s of advertising. The advertisingindustry’s initial response to falling click-through-rates was more aggressive ads.Pop-ups, full-page interstitials, and Flash soon made surfing the Web an experi-ence not dissimilar to watching daytime television. The ever escalating strugglefor consumer attention finally came to a preliminary end with the proliferation ofad-blockers.Thiscouldverywellhavemeantthecollapseofdigitaladvertising,butbrowsingdata came to the rescue. Rather than showing you more or flashier ads, advertiserssoon came to realize the value of context, intent, and timing. On the most triviallevel, you were soon more likely to see an ad for baby diapers on a website dedi-cated to parenting than on a page about power tools. Consumers started to feel a“creep factor” when ad plats began tracking their behaviour across differentwebsites. Soon you would see an ad for health insurance on a page about urbangardening, because you had previously done a web search for “why does my backhurt”.The average click-through-rate that is the number of people who click on anad versus those who have seen it without clicking for this type of display ad is0.06 [3]. That means it is 10 times more likely to be clicked on than a bannerad [4]. If, by using highly personal behavioural data, advertisers can bump theirclick-through-rate by just a fraction of a percent, they could double their revenuepotential. What worries most consumers is the lack of transparency of the wholeprocess. What data is being collected and who is it being shared with Why doads seem to anticipate important life events, sometimes even before they happenAd plats are amassing unbelievable amounts of personal data in an arms raceto outsmart the competition. The billions of dollars being spent to push usersthe most relevant ads will in the end only feed advertising fatigue and make userssuspicious of those trying to claim their attention.wys Token whitepaper v2 Page 3When we set out to build wysker, we started from the observation that “win-dow shopping” really had no equivalent in the digital world. This inspired theunique wysker user experience that relies on browsing with a single button andpresents products in a stunning full screen view. Early testers enjoyed browsingvarious product categories at a rapid or slow pace, but they also exhibited someinteresting behaviours whenever they liked a product, they would unconsciouslymove the wysker button downwards to decrease the speed to look at items morecloserly or they would let go of it completely to dive into the specifications of asingle product.As we collected this behavioural data more systematically, we found that wecould use it to paint a very clear picture of a user’s preferences and even theirbuying intent. After a 10 minute wysker session, we knew that a tester was inter-ested in red sneakers, liked products that were somewhat sporty, had no interestin shoes from a certain brand and seemed to have a price range that ended at the60 mark. We could determine all that because a we had painstakingly tagged allof the products in our database with attributes describing their appearance andstyle and b we knew at all times exactly what product the user was looking at.The latter is fundamentally different from a web page where many items are dis-played at once and what the user is actually looking at often is a complete mystery.The second major discovery we made was that we didn’t have to make assump-tions about a user’s intent. On the Web, you are just as likely to be shopping fornew sneakers as you are to be conducting research for a paper about sea urchins.wysker is strictly a shopping app and so with every second you use it, you buildon your data profile and identify what you are interested in buying.The data wysker creates and tracks is valuable because it is actionable. If auser shows an interest in red sneakers, the logical thing to do is to present thisuser with a bunch of red sneakers to buy. This valuable data is what advertisersare looking for. But who does this browsing data belong to At wysker, we believethat users can be put in a powerful position to control this data.2.3 Your Data is Your FutureThe big question of the data economy is simple How valuable is a user’s dataHow much is this data worth Should users be compensated for their raw dataAnd if so, how Discussion around these questions is dominated by two schools ofthought.The first school of thought is best mplified by Andreas Weigend, erchief scientist at Amazon. He argues that raw data has nearly no value at allin a monetary sense, besides the few data points an individual produces. Onlybillions of data points that are generated by thousands or millions of people thatare aggregated and then analyzed become valuable. To generate data worth, oneneeds sophisticated systems and algorithms that search for usable correlations andpatterns. The user pays for the service with his or her personal raw data. Thecompanies inventing and investing in these services must capitalize in other ways– for example, pushing targeted advertising based on their user base. Demandingadditional monetary compensation for the data should not, therefore, be the primeconcern of the user, Weigend argues “You need to be demanding more powerfulways to gain control of how, when, and why you share, what your data can be usedwys Token whitepaper v2 Page 4for, and what you get as a result [2].”The second philosophy is articulated by philosopher and computer scientistJaron Lanier of Microsoft Research. Lanier argues that giant Internet companiesonly exist because of users. The raw material users provide and create is supervaluable. As he puts it, “Your data is more worth than you might expect, in thefuture it might become your lifeline [1].” He suggests users receive monetary re-wards as micropayments every time they give up data.Let’s compare these views based on the current situation. Digital businessesactually do invent and invest in sophisticated services based user data. While usersactually get most services for “free,” the real fee is paid by the ination theyleave behind. But what the user doesn’t get is control, transparency, and agencyaround their data. They don’t have the right to access, change, blur, or deletetheir data. And they surely do not get paid for creating their profile. To quoteLanier again “Ordinary people ‘share’, while elite network presences generate un-precedented fortunes.” Andreas Weigend argues, “If Facebook shared every cent ofits profits – about 3.5 billion in 2015 – with its users, each user would receiveabout 3.50 for the year [2].”The truth is, both thinkers are right. Therefore, the wysker Plat createsfull transparency, allowing each user to decide when, how, why and what of theirdata will be used.The individual’s raw material becomes very valuable, tradeableand highly marketable.A dream for marketers, advertisers and retailers becomes reality a platthat can accurately distill consumer purchase intent. They can now speak to andtarget individuals with a very probable purchase intent and high interest in theirproduct based on individualized data. As a result, they can tailor their offer downto the individual - a capability they are willing to pay for. From their perspective,the price of winning “one” customer rises, but the overall conversion costs dropbecause they can avoid consumers with low conversion rates.The user then gets a share of the tokens the advertiser used to target him orher in the of wys Tokens. These tokens can be traded for rewards, discounts,and products. This is a fair share of the marketing dollars spend. On wysker, themarketing value of each user’s data rises; wysker combines purchase intent andexpressed consent, making data very valuable on the individual level for marketerswho want to find customers and for customers who want discounted products.2.4 The wysker PlatThe wysker Plat creates a new digital economy that changes the re-lationship between consumers, advertisers, and retailers. The first component ofthe plat is the wysker App, a high-speed window shopping experience thatempowers today’s consumers to find the products they love faster while offeringbrands and retailers a plat to engage with customers. The second compo-nent is the wys Token, a new utility token for digital commerce. It gives usersdiscounts for product views, advertisers access
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