Anadolu Efes - Web 3 Strategy
Project Type: Strategy
Project Scope
Web 3 represents the third phase of the internet. By incorporating blockchain, smart contracts, and digital assets, it returns the power dynamic to users, ensures decentralization, and supports the formation of new value chains. Institutions can use Web 3 technologies to address unmet business needs, reduce risks from old systems or current technologies, and offer more diverse and enhanced experiences to their customers. The expansion of application areas in both financial (e.g., Crypto as an efficient asset, NFT as a digital asset) and marketing and strategy (e.g., NFT as an Identity and loyalty system) contexts highlights the importance of forming a strategy for early steps in this area.
A comprehensive study was conducted to explore Anadolu Efes’s long-term strategy and alignment in the Web 3 area and to present a roadmap in this field.
Project Delivery
Within the scope of the study, the Web 3 needs of the institution were identified first. Various Web 3 use cases and examples from both Turkey and the world, from Anadolu Efes’s own sector and other sectors, were researched. The business models developed in the Web 3 field and how various institutions and startups use the technology were examined. As a result of this research, five focus areas with high potential to add value to Anadolu Efes and that the institution could adopt in the Web 3 field were identified. These focus areas were also considered while generating project idea proposals that could be included in the roadmap.
To develop ideas supporting Anadolu Efes’s goals and vision and based on Web 3 technologies, a two-day “Ideation” workshop was organized with students from relevant departments and clubs of universities. Teams working within the framework of the five focus areas presented suggestions. As a result, the ideas with development potential presented by the teams were included in the project proposals and detailed.
Outputs and Results
A Web 3.0 strategy was created to support Anadolu Efes’s areas of activity, present, and future vision. Based on the identified opportunity areas, a roadmap and objectives were set. This roadmap consisted of project proposals generated to create new revenue-generating business models for each need area in the market and the recommended phases for implementing these projects.
While creating project proposals, the ideas were detailed based on the advantages provided by Web 3 technologies such as decentralized finance (DeFi), NFT, Metaverse, and the transformed versions of existing systems with Web 3 technologies. These proposals included various ideas that could be enabled by blockchain-based new applications or finance technologies at their core.