How web3 enterprise tools are helping brands integrate consumers

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As Web3 enters a critical phase of development , where the lack of widespread adoption has many questioning the viability of the space, crypto companies are trying to ease brands into it through new software services that handle the high-tech backend for them.

Crypto companies and Web3 tech companies are taking software-as-a-service, a concept, and applying it to wallets and NFTs.

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Their new approach is to marketers with enterprise tools, such as wallet services, that make it easier to onboard audiences to Web 2.0. These solutions, now offered by companies such as Coinbase, OneOf and Permission.io, promise to take care of the often-complicated technical backend, freeing marketers to focus on consumer-facing applications, such as loyalty programs or digital collectibles.

Last month, Coinbase launched a “WaaS” solution, or “wallet-as-a-service”—a take on the popular software-as-a-service model. Crypto wallets are tools that store access to owners’ digital assets; they’re often canada whatsapp data billed as the basis for identification on Web3 , analogous to an email address on Web 2.0. Coinbase’s WaaS tool allows brands to create their own crypto wallet infrastructure. These platforms are designed to enroll consumers and can be customized to reflect relevant packaging and a brand’s specific goals.

Custom wallets create a direct channel into a brand’s Web3 ecosystem, providing a more seamless path to market products and other promotions to consumers, said Kate Rouch, chief marketing officer at Coinbase. This opportunity, she said, allows brands to more clearly see how their consumers are moving through their ecosystem.

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Leveraging a branded wallet service could also allow a merchant to stand out from more generic providers. There are numerous consumer-facing wallet platforms, such as MetaMask and Exodus. Not all are as secure as others, and none offer much room for customization. Additionally, a user must navigate through multiple interfaces to set up these types of wallets with Web3 experiences, Rouch said. A one-stop shop could alleviate these pain points.

Enterprise-quality solutions should be a welcome sign for brands, said Nich Seo, director of go-to-market at agency Media.Monks. These tools, modeled after the adaptability of SaaS software, are built to fit into pre-existing technology stacks, such as a Web3 loyalty program.

NFT company OneOf this month launched a SaaS product that is built on three features: a crypto wallet, loyalty program, and a data-rich secondary marketplace for branded assets. Depending on what a brand has already established, OneOf will help fill in the gaps, or offer the entire solution to those who don’t yet have infrastructure in place.