The current state of digital identity management in web3 presents challenges because of its fragmented nature. This fragmentation leads to operational ineffectiveness and limits the potential for users and individual companies. To solve these problems, developers work to develop an open and user infrastructure.
At Consensus Hong Kong, Beincrypto spoke with the project of the Moca Kenneth Shek project, the scale of a digital ecosystem based on identity to create a unified environment that allows users to manage their data.
The fragmentation challenge
In web2 and web3, user digital identities are dispersed on various platforms, leading to ineffectiveness and lost possibilities for users and businesses. While companies find it difficult to identify and precisely target precious users, users are not fully recognized for their value accumulated on different platforms.
“Using a web2 meaning, you have a Marriott account, a British Airways account, you have all these accounts. Even if you use the same connection by e-mail, you are processed as a different user and you must have a password manager by recalling 100 connections, and you can not reuse from one application to another application ”, explained Shek.
Likewise, with regard to advertising in web2, companies use platforms like Meta to classify users and deliver tailor-made advertisements, according to a report by the South Korean company Tiger Research. However, this process is limited by the limited user data available in each platform.
Therefore, the accuracy and efficiency of these targeted advertisements decrease. Users, who generally engage with many online services, experience fragmented digital profiles, resulting in confined advertisements in the context of unique platforms.
Web 3 projects encounter similar problems in the deployment of air audiences.
Web identity verification problem
Web3 projects often use airlines to distribute awards to the participants in the active ecosystem. However, the implementation of these Airdrops is complicated by the dispersion of user activities on web2 and web3 platforms.
“There is not a single layer that connects everything,” said Shek to Beincrypto.
Dependence on data derived from a single blockchain can hamper the precise identification of legitimate contributors. In addition, the inherent anonymity and the decentralized structure of web3 allow users to enter and leave the networks with relative ease.
A notable illustration of these difficulties is the Air Starknet, which targeted approximately 1.3 million portfolio addresses. The airline has encountered difficulties distinguishing authentic contributors due to the limits of the available data. This led to a significant drop in network activity.
Control problems focused on the platform
Tiger Research attributes the fragmentation of digital identity to several factors. These include control centered on the platform, technical incompatibilities between platforms and data restrictions imposed by large technological companies such as Alibaba, Tencent and the FAANG group.
This systemic problem also generates practical drawbacks and introduces imbalances into value distribution. Users must establish separate accounts on each platform and repeatedly reconstruct their activity and profile data.
Platforms take advantage of this situation to accumulate and keep the value of user data. Companies like Google and Meta generate substantial annual income thanks to advertising models that depend on user data. In addition, platforms such as Reddit generate significant quarterly income by marketing user data.
Conversely, users, as the origin of this data, are generally excluded from direct participation in the resulting economic advantages.
“The property should return to the user. There are already many legal cases where companies, including banks or Google, continue users for having taken their data and monetization by themselves, and each time the case and the conclusion is that the user has the Right to own your own data and monetize it, “said Shek.
Moca Network, the flagship project of Animoca Brands, is developing a digital identity ecosystem. This project aims to unify user data and allow users to manage their own information.
The case of an open internet
Although the MOCA network is generally defined as a project focused on NFT, its dedication to the creation of an open internet infrastructure has been in force for a long time.
“For three years, we have been talking about the growth of the network effect and the value by bringing together everything. Imagine the entire Animoca portfolio, all the partners we work with, companies with large user bases will adopt it. Everything will flow towards each other and with the crypto as a layer of incentive, it will prosper beyond large technological companies, “said Shek in Beincrypto.
The Moca 3.0 project of the network offers a system where only one unified account manages digital assets, identity information and the reputation of a user on various online platforms.
The design prioritizes a user -centered approach. Systems are designed to accommodate individual users rather than forcing them to adapt to existing limitations. The Moca 3.0 air kit would serve as a universal network account system.
“The air kit means an account, an identity and a reputation, and it is the SDK that our partners would integrate, creating this network together,” said Shek.
Air Kit incorporates accounts and identities, using an ID as a user-service interface. The system simplifies the creation of web3 portfolio and chain activity abstract from blockchain complexities. It also improves user experience thanks to features such as gas coverage and transversal transactions.
Meanwhile, the Moca has also integrated a structure that guarantees that users control their data.
Make users with data ownership
The MOCA network identification system, completing its unified account system, facilitates user data management and value creation. Users obtain data control via secure and decentralized storage and manage access for identification information management, the fight against centralized platform limits.
“What we want to bring is the property and interoperability of the digital identity of users and their own data that they can tokensize and they can bring it anywhere in order to make the Internet programmable. Currently, this is not programmable because each time you go to a new game or go to a new application, you are treated as a new user each time. But what happens if you do something in an application, then there is a history about you and then you go to another application, this application creates a programmable user experience according to your user identity ”, said Shek.
Meanwhile, data protection within the system uses unforeseen technology and zero knowledge of knowledge. Transversal messaging protocols allow users to transfer identification information between systems, facilitating secure interaction with smart contracts in various blockchains.
Future development plans include the integration of technology that checks and uses web2 chain data. The integration of web2 and web3 data aims to create a more complete digital identity system designed to fill the gap between these environments and promote a user -centered ecosystem.
“2025 will certainly be very exciting. We are building an infrastructure that we have not seen in space at the moment. We focus on the things that matter and that would actually have an impact on adoption, ”concluded Shek.
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