NIAX : Recommendation based engagement platform [Last updated: July 8th, 2020]

Table of Contents

1. Executive Summary

2. Online Marketing Industry

2.1. Problem with the Status Quo

2.2. NIAX Platform as a Solution

2.3. Battle Traders as the first Adoption Partner

3. NIAX Ecosystem

3.1. Content Creators

3.2. Consumers

3.3. Authenticators

3.4. Brands and Advertisers

3.5. Adoption Partners

4. NIAX Token

4.1. Token Utilities

4.2. Token Distribution

4.2.1. Token Sales

4.2.2. NIAX Reward Engine

4.2.3. Operation

4.2.4. Marketing

4.2.5. Ecosystem Partners

5. Team

6. Disclaimer

1. Executive Summary

The digital advertising industry is $254.97 billion1 business globally. With the top ten

industry-leading enterprises dominating the digital advertising platforms, the competition among the

advertisers fighting through the same medium is constantly reducing the consumers’ attention span

with the over-saturated advertisements. On top of that, Ad-blockers, skepticism over influencer

marketing and banner blindness lead to advertisers’ budget wasted without tangible results.

The marketing industry understands that organic engagement is the best way to attract customers and

achieve growth. In this digital era we are living in, sharing content is faster and easier than ever with a

simple click of a button.

According to Statista, in a 2019 internet minute, global online users sent over 41.6 million mobile

messages and 2.1 million snaps, exemplifying digital users’ needs to communicate and share2. With

the high level of trust built between the content creators/sharer and referee, these shared contents

among the peers often yield the highest engagement rate.

However, there isn't an efficient nor effective platform for brands to market their contents via peer-to-

peer referrals that yields high level of engagements. Attempts such as influencer marketing to

circumnavigate these problems have quickly faded with the adverse effect of degrading the

trustworthiness of content.

The NIAX platform, along with the NIAX Token, is our solution to these problems. The NIAX

platform will provide a way to reward content creators proportionally to the engagement they create

among the community which in turn facilitates the growth of content creators, brands, and consumers.

The NIAX go-to-market strategy revolves around the applications that gear toward the niche that

understand the digital assets. Bearing that in mind, Battle Traders will be the perfect initiator to adopt

NIAX platform to bring the blockchain and digital asset to masses.

1 https://www.emarketer.com/content/global-digital-ad-spending-2019 2 https://www.statista.com/topics/2539/social-sharing/

2. Online Marketing Industry

The global market size of the digital advertising industry is US$254.97 billion, and its main driver is

performance marketing through the platforms shown in Figure 1 below. With the development of

advertising technologies, the number of tools marketers need to learn is also growing in order to

deliver content-based messages to their target audience.

Fig 1. Major Global Digital Advertising Revenues in 2019 3

2.1. Problem with the Status Quo

Despite the advancement of digital advertising technologies however, the performance marketing

faces growing challenges as consumers are increasingly annoyed by platforms using their data for

targeted advertisements along with the following concerns.

Ad Blockers

● First, more than 527 million people globally are blocking ads on mobile, up 64 percent since

2016, making online advertising less and less effective4.

3 https://www.emarketer.com/content/global-digital-ad-spending-2019 4 https://www.square2marketing.com/blog

Fig 2. Growth of the Ad Blocker 5

Click Frauds

● Click fraud is a growing concern for bad actors in the online advertising industry to benefit

which results in the loss in the advertising dollars spend without any tangible benefits.

Fig 3. Click fraud is becoming a growing concern for advertisers 6

5 https://blockthrough.com/2020/02/06/2020-adblock-report-3/ 6 https://autosocialcorp.com/posts/are-you-paying-click-farms-or-e-sweatshops-well

Banner Blindness

● Banner blindness is a phenomenon which is subconsciously developed by internet users as a

countermeasure in response to the ever increasing number of advertisements users are exposed

to. The moment an advertisement is a distraction, users skip or ignore the ads enhance their

user experience.

Fig 4. Gaze plot demonstrating mental blockage of the digital Ads 7

Attention Span

● According to the study8 conducted by Philipp Lorenz Spreen, due to the increase in the

volume of the contents which exhausts our attention and our urge for newness causes us to

collectively switch between topics more regularly. Brands and advertisers are challenged to

deliver their message through the thicker barrier of consumer.

Distrust toward the Influencers

● In 2019, marketers spent $8 billion on influencer marketing9. In 2019, marketers spent $8

billion on influencer marketing. Influencer marketing has grown quickly with its unique

approach to the consumers. However, consumers quickly developed distrust on influencers

and contents delivered.

7 https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/ 8 https://www.nature.com/articles/s41467-019-09311-w 9 https://www.businessinsider.com/influencer-marketing-report

What’s left is leveraging fans of the brands who make organic recommendations online each day.

However, a platform with organic peer recommendations has not yet been leveraged in the digital

marketing industry.

2.2 The Solution: NIAX Platform

Survey shows that 82 percent of the consumers rely heavily on peer to peer recommendations before

making a purchase and 92 percent of consumers trust recommendations from the people they know10.

This is a good demonstration on the influence consumers get from peer recommendations especially

when the recommender is highly trusted.

NIAX strives to build a marketplace for content creators and recommenders by incorporating

blockchain technology and digital assets. This marketplace is geared toward connecting brands to the

reputable community of recommenders.

This unique ecosystem compensates economic value created by each participant. NIAX Token shall

be the medium of compensation whether it is content creation, content validation/authentication,

distribution or consumption.

10 https://www.go4.social/blog02-50P2Pmarketing.html

2.3 Battle Traders as the First Adoption Partner

Fig 5. Battle Traders Mobile Application

The NIAX platform will be introduced to the end users via adoption partners with the first one being

the Battle Traders application: the social trading platform for the digital asset traders where content

creators shares their trading style, portfolio and returns for the consumers to follow, subscribe or copy-

trade. Battle Traders’ community of digital asset traders and community are the ideal catalyst with

their understandings over digital assets and the blockchain.

Fig 6. NIAX token as a reward mechanism for ecosystem participants

3. The NIAX Ecosystem

The NIAX ecosystem is comprised of participants that foster the engagements between content

creators, distributors, and adoption partners. Algorithm based reward distribution engine, blockchain

and smart contract automates the process seamlessly without the need for the middleman.

Since participants can profit from engagements with the NIAX content, there is a risk of bad actors

profiting from the malicious or abusive activities. To mitigate these risks, the NIAX platform enforces

participants to stake tokens as collateral to be eligible to receive the NIAX rewards. This risk

management measure allows participants to be penalized for the malicious activities by taking the

NIAX tokens away.

Following diagram illustrates the participants in the NIAX ecosystem.

Fig 7. Participants of the NIA Ecosystem

3.1 Content Creators

Content creators are the producers of the engageable contents, which makes the supply side of the

NIAX platform. For the works they do, NIAX Tokens are algorithmically distributed, which can then

be exchanged with any other desired digital assets on the open market.

Content creators also have an option to stake their NIAX tokens to earn even more tokens. Once

staked, all the content under the creator’s account becomes available on the NIAX content

marketplace for recommenders, authenticators or consumers to engage with to receive NIAX token

rewards.

Staking allows the ecosystem to govern creators against the harmful activities on the ecosystem. The

amount of NIAX rewards distributed for staking is calculated by engagement KPIs: such as clicks,

views, shares and any other feature that may be available on the adoption partners’ platforms.

3.2 Consumers

Consumers interact with content via the adoption partners’ applications (such as Battle Traders) on the

NIAX ecosystem. These interactions are broken down, measured, and are rewarded with NIAX tokens

according to the engagement KPIs specific to each adoption partner.

Level of engagement serves as a guide for consumers to educate themselves to make an informed

purchase decision. Higher engagement translates to a higher value given to a content to meet the brand

demands on the NIAX marketplace.

3.3 Authenticators

Authenticators are controllers of the contents quality on the NIAX ecosystem. As the new contents are

published, authenticators may stake their NIAX tokens to participate in evaluation of the contents. The

earlier they participate to evaluate a content, the more reward they earn.

The averaged ratings on each content serves as a mean value. If any particular authenticator's

evaluation score deviates from the mean value significantly, authenticator may be penalized by losing

their staked tokens. If the evaluation score is aligned with the mean value, the authenticator gets

rewarded.

3.4 Brands and Advertisers

Through the platform, Brands can work with content creators to produce brand related contents that

also goes through the authentication process. Brands can decide how much of a NIAX token they want

to skate as a reward and the promotion shall continue until the staked tokens are exhausted.

3.5 Adoption Partners

Adoption partners provide the interfaces for consumers to engage with the NIAX ecosystem. For

adoption partners, NIAX reward engine and the ecosystem could be a new incentive mechanism to

vitalize their business. Proportional to the income generated by content creators, adoption partners are

also rewarded with NIAX token.

4. NIAX Utility Token

The NIAX token is a utility token based on the Ethereum blockchain. Records in direct relations to the

smart contract mediated NIAX emission shall be recorded on the blockchain.

Fig 8. NIAX Ethereum Smart Contract

4.1 Token Utilities

NIAX has following utilities:

● Staking: Staking is a unique mechanism for participants to enter into the NIAX marketplace.

When staked, every action that benefit or harm the NIAX ecosystem is taken into

consideration of rewarding or penalizing the participants. As more NIAX tokens are staked in

proportion to the growth of the platform, the circulating supply decreases in the open market.

● Reward: Brands and advertisers can utilize NIAX token as a reward for content creators,

authenticators, and consumers to engage with. As the number of participants grow, so does the

demand for the NIAX token which leads to enhanced buy pressure on the open market.

4.2 NIAX Token Distribution

Findexchain OÜ shall issue a total of eight hundred million NIAX tokens. No additional tokens will be

minted for the lifetime of NIAX. Token distribution schedule is as follows:

Total Token Supply 800,000,000

Expected Circulating Supply upon Initial Listing 84,000,000

Pre-listing NIAX Value 0.008 USD/NIAX

Initial Market Capitalization 672,0000 USD

Token Allocation Percentage (%) Total Number of Tokens

Token Sales 37.50% 300,000,000

Reward Engine 30.00% 240,000,000

Operation 10.00% 80,000,000

Marketing 10.00% 80,000,000

Ecosystem Partners 12.50% 100,000,000

Grand Total 800,000,000

4.2.1 Token Sales

Findexchain OÜ will sell 37.5% (240 million) of the eight hundred million total tokens to cover the

initial development of the NIAX platform. Findexchain OÜ will expand its minimum viable team and

hire partners to advance the ecosystem.

Token Allocation Percentage Total Number of Tokens Initial Circulating

Volume

Token Sales 37.50% 300,000,000 60,000,000

In terms of the distribution, twenty (20) percent of the sold tokens shall be unlocked up front for them

to circulate into an exchange where NIAX is initially listed. Each subsequent Issuance event in

amount equal to 24,000,000.00 NIAX tokens allocated for the token sales shall take place in one (1)

month interval from each other from the initial exchange listing date.

4.2.2 NIAX Reward Engine

Reward engine is a reserve where the smart contract mediated emission of NIAX take place.

Therefore, 30% are reserved under the reward engine and are emitted to the creators, authenticators,

and adoption partners who use the NIAX platform to create value.

Initial Distribution Percentage Total Number of Tokens Initial Circulating

Volume

Reward Engine 30% 240,000,000 0

Total of 240 million NIAX Tokens (30% of the total supply) will be emitted by the NIAX network

over time to all authenticated NIAX content, based on the content engagement KPIs.

In terms of the distribution, each subsequent unlock event in approximated amount of 34,285,714.29

NIAX tokens shall take place in five (5) month intervals from each other over the thirty five (35)

months from five (5) months after the initial exchange listing date.

4.2.3 Operation

Findexchain OÜ and the entities involved in the Battle Traders shall be the arbiters of the operation

supply as the founding member of NIAX platform to properly manage expenses related to operation of

NIAX.

Initial Distribution Percentage Total Number of Tokens Initial Circulating

Volume

Operation 10% 80,000,000 0

In terms of the distribution, each subsequent unlock event in approximated amount of 16,000,000.00

NIAX tokens shall take place in eight (8) month intervals from each other over the fourty (40) months

from eight (8) months after the initial exchange listing date.

4.2.4 Marketing

To kickstart the initial growth of the NIAX community, NIAX tokens shall be distributed to target

consumers or via distribution partners such as an exchange to attract early adopters to the platform.

Therefore, 10% are allocated under the Marketing and are emitted to the early supporters of the NIAX

platform by spreading words to build initial momentum of NIAX community.

Token Allocation Percentage Total Number of Tokens Initial Circulating

Volume

Marketing 10% 80,000,000 24,000,000

In terms of the distribution, thirty (30) percent of the tokens allocated for Marketing shall be unlocked

up front. Each subsequent Issuance event in amount equal to 9,333,333.33 NIAX tokens allocated for

the marketing shall take place in three (3) month intervals from each other over the eighteen (18)

months from three (3) months after the initial exchange listing date.

4.2.5 Ecosystem Partners

Adoption partners, advisors, partners and ambassadors can greatly accelerate the softlanding of the

NIAX ecosystem. Therefore, 12.5% are allocated under the Ecosystem Partners.

Token Allocation Percentage Total Number of Tokens Initial Circulating

Volume

Ecosystem Partners 12.5% 100,000,000 0

In terms of the distribution, each subsequent unlock event in amount equal to 5,000,000.00 NIAX

tokens allocated for the marketing shall take place in one (1) month interval from each other over the

twenty (20) months from one (1) month after the initial exchange listing date.

5. Team

⚫ Minhak Sun, Chief Executive Officer (LinkedIn Profile)

- LG IT planning team

- Yahoo Korea online marketing team

- Professional cryptocurrency blogger

⚫ Suntae Kim, Chief Technology Officer (LinkedIn Profile)

- Guardian holdings digital asset exchange development,

- Head of department at wonderful platform (Overall development planning)

- Minister of Information and Communication Award by the GCC

- National Algorithm Competition Winner (1st place)

⚫ Sang hyun Lee, Chief financial officer (LinkedIn Profile)

- Finance Manager, Chunji industrial Co Ltd

- Finance Manager, Toshiba branch of Korea

⚫ Moonsu Kim, Marketing Lead (LinkedIn Profile)

- Fuji Xerox Korea Strategic Marketing Department

⚫ Woojung Park, Business Development Lead (LinkedIn Profile)

- Spoqa Marketing Consultant

Advisors

⚫ Stephanie Hong (LinkedIn Profile)

- Co-founder of Skyline

- Co-founder of Fangyuan Capital (Token Fund)

⚫ To be updated

6. Disclaimer

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Project Documents is or may be relied upon as a promise, representation or undertaking relating to the

NIAX Token Vendor and/or the Project Group.

Further, the NIAX Token Vendor and the Project Group each disclaims any responsibility to update

any of those forward-looking statements or publicly announce any revisions to those forward-looking

statements to reflect future developments, events or circumstances, even if new information becomes

available or other events occur in the future.

Third Party Information and No Consent of Other Persons. The Project Documents include

information obtained from various third party sources (“Third Party Information”). The consent of the

publishers of the Third Party Information has not been sought for the inclusion of the Third Party

Information in the Project Documents and such publishers are therefore not liable for the Third Party

Information. While the NIAX Token Vendor and the Project Group have taken reasonable action to

ensure that the Third Party Information have been included in their proper form and context, the

NIAX Token Vendor, the Project Group, and/or their respective directors, executive officers, and

employees acting on its behalf, have not independently verified the accuracy, reliability, completeness

of the contents, or ascertained any applicable underlying assumption, of the relevant Third Party

Information. Consequently, the NIAX Token Vendor, the Project Group, and/or their respective

directors, executive officers, and employees acting on their behalf do not make any representation or

warranty as to the accuracy, reliability or completeness of such information and shall not be obliged to

provide any updates on the same.

Terms Used. To facilitate a better understanding of the NIAX tokens being offered for purchase by

the NIAX Token Vendor, and the businesses and operations of the Project Group, certain technical

terms and abbreviations, as well as, in certain instances, their descriptions, have been used in the

Project Documents. These descriptions and assigned meanings should not be treated as being

definitive of their meanings and may not correspond to standard industry meanings or usage. Words

importing the singular shall, where applicable, include the plural and vice versa and words importing

the masculine gender shall, where applicable, include the feminine and neuter genders and vice versa.

References to persons shall include corporations.

No Advice. No information in the Project Documents should be considered to be business, legal,

financial or tax advice regarding the NIAX Token Vendor, the Project Group, the Project, the NIAX

tokens, or the NIAX TGE. You should consult your own legal, financial, tax or other professional

advisor regarding the NIAX Token Vendor, the Project Group, the Project, the NIAX tokens, and the

NIAX TGE. You should be aware that you may be required to bear all risks of any purchase of NIAX

tokens for an indefinite period of time. None of the advisors engaged by the NIAX Token Vendor

and/or the Project Group has made or purports to make any statement in the Project Documents or any

statement upon which a statement in the Project Documents is based and each of them makes no

representation regarding any statement in the Project Documents and to the maximum extent

permitted by law, expressly disclaims and takes no responsibility for any liability to any person which

is based on, or arises out of, any statement, information or opinions in, or omission from, the Project

Documents.

No Further Information or Update. No person has been or is authorized to give any information or

representation not contained in the Project Documents in connection with the NIAX Token Vendor,

the Project Group, the Project, the NIAX tokens or the NIAX TGE and, if given, such information or

representation must not be relied upon as having been authorized by or on behalf of the NIAX Token

Vendor and/or the Project Group. The NIAX TGE shall not, under any circumstances, constitute a

continuing representation or create any suggestion or implication that there has been no change, or

development reasonably likely to involve a material change in the affairs, conditions and prospects of

the NIAX Token Vendor and/or the Project Group or in any statement of fact or information

contained in the Project Documents since the date hereof.

Restrictions on Distribution and Dissemination. The distribution or dissemination of the Project

Documents or any part thereof may be prohibited or restricted by the laws, regulatory requirements

and rules of any jurisdiction. In the case where any restriction applies, you are to inform yourself

about, and to observe, any restrictions which are applicable to your possession of the Project

Documents or such part thereof (as the case may be) at your own expense and without liability to the

NIAX Token Vendor and/or the Project Group.

Persons to whom copies of the Project Documents have been distributed, disseminated, or provided

access to or who otherwise have the Project Documents in their possession, shall not circulate it to

any other persons, reproduce or otherwise distribute the Project Documents or any information

contained herein for any purpose whatsoever nor permit or cause the same to occur.

No Offer of Investment or Registration. NIAX tokens are not intended to be and should not be

construed to constitute shares or securities of any form, units in a business trust, units in a collective

investment scheme or any other form of regulated investment or investment product in any

jurisdiction. The Project Documents do not constitute prospectuses or offer documents of any sort and

are not intended to and should not be construed to constitute an offer of shares or securities of any

form, units in a business trust, units in a collective investment scheme or any other form of

investment, or a solicitation for any form of investment in any jurisdiction. No person is bound to

enter into any contract or binding legal commitment in relation to the sale and purchase of the NIAX

tokens and no cryptocurrency (other than those provided for in the Project Documents) or other form

of payment is to be accepted on the basis of the Project Documents.

THE NIAX TGE (AS REFERRED TO IN THE PROJECT DOCUMENTS) IS INTENDED FOR,

MADE TO OR DIRECTED AT ONLY PERSONS WHO ARE NOT EXCLUDED PERSONS.

ACCORDINGLY, YOU ARE NOT ELIGIBLE AND YOU ARE NOT TO PURCHASE ANY NIAX

TOKENS IN THE NIAX TGE IF YOU ARE AN EXCLUDED PERSON.

No regulatory authority has examined or approved of any of the information set out in the Project

Documents. No such action has been or will be taken under the laws, regulatory requirements or rules

of any jurisdiction. The publication, distribution or dissemination of the Project Documents does not

imply that the applicable laws, regulatory requirements or rules have been complied with.

Risks and Uncertainties. Prospective NIAX Purchasers should carefully consider and evaluate all

risks and uncertainties associated with the NIAX Token Vendor, the Project Group, the NIAX tokens,

the Project, and the NIAX TGE, and all information set out in the Project Documents and the NIAX

TGE Terms prior to any purchase of the NIAX tokens. If any of such risks and uncertainties develop

into actual events, the business, financial condition, results of operations and prospects of the Project,

the NIAX Token Vendor and/or the Project Group could be materially and adversely affected. In such

cases, the value or the trading price of the NIAX tokens may be indirectly impacted.

Please refer to the risks and warnings set out in the NIAX TGE Terms before deciding to purchase

NIAX tokens. It should be noted the aforementioned list of risks and warnings is not exhaustive.

Accordingly, prospective NIAX Purchasers should not place undue reliance on these statements.