Arianee’s key focus for big brands? Building “a better NFT”, says the CEO
Web3 infrastructure company Arianee is busy equipping brands like Lacoste and Panerai with the ability to create “a better NFT.”
“At the heart of what we do is a better NFT,” Arianee CEO Pierre Nicolas Hurstel added Decrypt at NFC Lisbon. “We’ve taken the standard of ERC-721 and we’ve superpackaged it with six smart contracts on top. So that anyone, any brand, any developer can create an NFT that is inherently dynamic and CRM [Customer Relationship Management] clear.”
Arianee is a white-label solution that allows brands to create NFTs without too many technical problems.
Dynamic NFTs can change over time as a result of a membership reward or a real event, for example. This “timestamping feature” can be accessed with “simple APIs” that are recognizable to both Web2 and Web3 audiences, Hurstel said.
Issuers can then send messages directly to holders of their NFTs to inform them of news of the collection or an upcoming drop.
“For example, I have the Genius NFT from Moncler because I went to the Genius launch in London,” he told Decrypt. “Yesterday I received a notification in my wallet with a token gate link giving me access within 72 hours to the next drop of their Genius collection with Fragment.”
Dynamic NFTs open the door for issuers to interact with their collectors in a new way. Either through an evolving NFT or notifications in the wallet.
When it comes to Customer Relationship Management [CRM], Arianee provides functionality to NFT issuers that will allow users to hide information about their NFT. An example the Arianee CEO gave Decrypt was being able to hide that he owns an expensive physical watch – as this could be a security risk.
Giving users the ability to hide the content of an NFT increases the privacy of users in an ultra-transparent space. Hurstel explained that CRM in Web3 could mean that companies would analyze people’s wallets before bombarding them with spam, stressing that this would be even worse than Web2’s cookie system.
“We have a list of such features, I could go on because it’s quite rich. You can make your NFT non-transferable and make it soulful,” the Arianee CEO told Decrypt. “All these features are integrated into this protocol.”
Soulbound is a unique, non-transferable variant of NFT that can also be used to share key credentials or other achievements related to a person’s career.
Last year, Arianee minted 1.5 million NFTs and distributed them to more than 50 different brands, Hurstel claims. These NFTs ranged from digital passports to dynamic membership cards to digital collectibles.
“What we’re really looking at doing is bringing in the next million people,” Hurstel said. “Allows hundreds of brands to deploy millions of NFTs as their new consumer engagement tool.”
