Analysis of ICO ARGO Reality
ARGO is a scalable AR-based gaming, advertising and information space, focused on a totally digitalized Generation Z and “digital immigrants” of other generations.
The project business goal is to create a mutually beneficial channel of interaction between brands and Gen-Z representatives who possess specific, “digital” behavior patterns.
Gen-Z users interact with AR space via the ARGO smartphone app. The ARGO ecosystem incorporates branded AR objects, original scenarios of quests and games (map of routes, POS and Prize Redemption Points), and AR communication functions.
The main ARGO customer value for Gen-Z users is seamless integration of high-tech entertainment in the process of getting tangible remunerations such as branded prizes, special offers, coupons, discounts. Users will be remunerated for AR actions with digital rewards, which can then be exchanged for real goods and services.
The ARGO project for businesses serves an important objective of establishing a long lasting emotional liaison between Gen-Z customers and a participating brand. Such approach takes into consideration the Gen-Z digital habits and their inherent aversion to traditional advertising means. ARGO supplies businesses with a high tech instrument specifically designed for the new generations of customers.
ARGO is cross national and cross cultural in nature, and suitable for operating in most countries.
The project is quite interesting, although the idea of the project is not original. Brands have long understood the digital habits of Gen- Z and are actively in contact with them through social networks. In this case, the ARGO project will compete with social networks that offer a variety of ways to engage and entertain consumers through contests, games and similar events. But the ARGO app is quite likely to win the sympathy of a young "digital" audience.
Currently, MVP is already developed for Android and Apple operating systems. Final product launch is scheduled for August 2019. In the future, the product will be scaled up and launched in different cities of the world.
- 51% ICO and Pre-ICO
- 35% Promotional reserves to early users and investors
- 8% Team
- 5% Bounty
- 1% Partners and Advisers.
As stated in the White Paper, the funds raised by the ICO are intended to develop and market the product. But no details about the allocation of funds.
The ARGO token is the internal utility currency of the ARGO ecosystem.
The business plan looks pretty typical for products of this kind, but not detailed enough.
Unfortunately, nothing is said about marketing. Perhaps the marketing strategy exists, but the founders of the project don’t want to describe it at least in general terms.
The project team consists of 4 people, experienced in sustainable corporate development, marketing, sales, innovative development of mass-multiserver, 3D, AR/VR cross-industry products, finance, venture capital and securities. Unfortunately, the team lacks IT specialists: web designers and application developers.
The Vision of the Market
The founders of the project assess the current situation on the market very positively and give the following impressive figures.
The number of people interacting with augmented reality increases by 35% from year to year. By 2020, smartphones will be actively operated by 2.87 billion people. The degree of penetration of smartphones and mobile technologies into the modern human's daily life can hardly be exaggerated. Up to 70% of online store traffic, up to 80% of social network users, over 50% of video views are made on mobile devices. The total number of smartphone users by 2020 will come close to 3 billion. Almost 2.5 billion people start and end their days at smartphone screens.
AR shows impressive financial performance. Augmented reality will take place in lives of 400 million people by 2020. In 2017, AR gains 186.5% growth in revenues compared to 2016. By 2021, experts forecast a skyrocketing increase up to $ 215 billion.
Indeed, the given statistics is impressive. But the market overview doesn't say a word about competition, both direct and indirect.
Understanding of the Target Audience
Understanding of the target audience is the most important component of this project. The founders of the project say about the target audience as follows.
The project philosophy and logic focus on Gen-Z people, born in late 90s-early 2000s.
The special term “digital natives” for this generation is invented. Very often Gen-Z endows the real world with digital properties. Generation Z and smartphones form a single whole already, and these people begin to have action upon all market players. By the way, some millennials who form part of the target group are called “digital immigrants”, since they were not immersed in the digital environment since the very birth.
The strategic benefits of interacting with Gen-Z can be assessed by the following indicators. The Gen-Z number in developed countries’ population averages 25%. 96% of them own smartphones. 50% of them spend approximately 10 hours online daily. The consumer capacity of this very young generation in the United States alone is estimated at USD 600 billion with forecasts to grow up further.
According to experts of Expert-coin rating, the founders of the project have no difficulties with understanding of the target audience.
The founders of the project consider the following circumstance to be the competitive advantage.
ARGO is being developed by a Belarusian company. This fact provides all the ICO participants with an exceptional advantage: responsibility of token issuers, and cryptocurrencies and token turnover are officially regulated in Belarus.
But it has nothing to do with the product. The founders of the project don't focus on the advantages of their product in comparison with existing solutions on the market.
The advantages of the project are as follows:
- Well-designed product
- Excellent understanding of the target audience
- MVP has already been created.
The disadvantages of the project are as follows:
- No marketing strategy
- No analysis of the competitive environment
- Competitive advantages of the product are not described.