The Muniverse: A Brand New World (Part 10)

Phase 4: Web3 Scale-up (Arun)

Arun opens his MuApp. It has been a few years since the first email with Mu landed in his inbox. Through the years, he has amassed a lot of Mu, a mini asset-class in itself. He checks his MuCo Wallet and sees the Mu tokens balance. At the current Mu exchange rate, it is a tidy sum. Gone are the days when brands took his attention and data for granted. In fact, his attention and data was being monetised – not by him, but by the Big Tech intermediaries. He now had full control. He could decide what data to share with which brand. They did not need to stalk him on various sites he visited. If they needed additional data about him, they could just ask him on the email hotlines he had established with many of them. All they had to do was to offer him an incentive in the form of Mu, and he would then decide if that was good enough. Of course, he knew that the more data he shared, the better the recommendations that the brand could make for his future purchases.

Arun had also accumulated many XRTs from his favourite brands, creating better experiences in his brand interactions. Previously, a brand had no easy way to identify him as a best customer. Now, at offline stores, all he had to do was to open his MuApp and scan the XRT at the entrance and the store was alerted of his presence. The XRT was an asset in its right. He had just seen the A1 Books XRT value on the Exchange, but he preferred to keep the XRT rather than trade it for cryptocurrency or fiat money.

Arun’s MuApp inbox is also a delight to scan. There is no spam. Only brands that he has authorised can send him microns (messages with rewards). His Gmail inbox is also much cleaner since most of the brand messages now are in the MuApp. He loves those little surprises in the email footer. Just the other day, he had subscribed (using his Mu) to a service which showed him a cryptic clue in every micron that he received. It brought back memories of solving the Times of India crosswords when he was in college! The one thing he has noticed is that most brands now only need a single email in his Inbox. Whenever they have a new message for him, the MuApp shows an indication. He then checks the message which is dynamically constructed for him on the fly via AMP.

Arun has been able to build better relationships with brands. Mu has rewarded his time. In fact, some brands have now replaced their own loyalty programs with Mu because of its popularity and ubiquity. Mu’s DAO-like governance ensures that tokens never expire and cannot be debased, the two biggest banes of proprietary loyalty programs. In addition, the redemption options are many – the Marketplace and the Exchange. Gamification and asset appreciation have been two additional attractions for Arun. Also impressive was how Mu began in the Web2 and seamlessly bridged the Web3 world. As an early adopter of Mu, Arun truly believes that the Mu innovation has been one of the best in the 2020s, akin to Google’s Search in the 2000s and WhatsApp in the 2010s.

Published by

Rajesh Jain

An Entrepreneur based in Mumbai, India.