Analysis of – Shared Ledger for Digital Media Assets - Crush Crypto

Analysis of – Shared Ledger for Digital Media Assets


  • Project Name:
  • Token ticker: POE
  • Website
  • Whitepaper:
  • Hard cap: US$10 million (ICO contributors own 50% of total token supply if hard cap is reached)
  • Soft Cap: No soft cap
  • Conversion rate: 1 POE = US$0.00637 if hard cap is reached
  • Maximum market cap at ICO: $20 million if hard cap is reached
  • Bonus structure: None
  • ERC20 token: Yes
  • Timeline: August 8, 2017 at 8:08 a.m. EST. for 4 weeks (please refer to’s website for most up-to-date information)
  • Token distribution date: Up to a month after the crowdsale ends

Project Overview

What does the company/project do? is a blockchain-based platform designed for managing the ownership, attribution and licensing of digital media assets.

Below is an introduction video of (video is 1:44 long):​ seeks to address three key problems that are difficult to answer about digital assets on the internet today:

1) Ownership — Who owns this digital media asset?

2) Utilization — May I use, license or repurpose it?

3) History — What is the origin of this asset and what is its trajectory?​

There are a few services such as Creative Commons ( and Shutterstock ( that help address these questions today. However, these services are limited as they don’t allow for things like quick verification, attribution and license purchasing. allows content creators to timestamp their assets onto the Bitcoin blockchain. The Network ensures that metadata attribution remains safe, verifiable and immutable.

It also allows creators to set clear licensing fees and accept payment directly within the platform. Moreover, makes digital content more discoverable by creating an open network for publishers to search for new content.

Here are a few sample use cases of​

  • Publishers can create immutable links and verifiable edit logs of content for bibliographies and other citations.
  • Content creators can verify that any use of their work is appropriately licensed, which is good for brand protection and management.
  • Advertisers can incentivize publishers to re-publish press releases or other marketing content by attaching a payment directly, cutting out middlemen like PRWeb. has competitors in each subsection of the services that it provides, but none caters specifically to digital content creators. Below is a diagram showing’s competitors:

Competitors of

How advanced is the project?

The alpha release is operational and has been hashing documents onto a Bitcoin testnet since January 2017. In June 2017, invited publishers in the blockchain space to become alpha partners.’s development is categorized in three stages: the Rosetta era (where is in now), the Guttenburg era (when starts monetizing its services), and the Alexandria era.

The Rosetta era is designed to attract digital publishers by providing them with a useful and inexpensive platform for timestamping and generating immutable ownership certificates for their digital assets.

The next era, Gutenberg, will provide additional features which facilitate seamless licensing, syndication and attribution of digital assets among a network of publishers and trusted content creators.

The third era, Alexandria, will create sufficient critical mass for the project to move to an open network and marketplace of independent content creators, editors and publishers.

Below are the past accomplishments for

  • October 2016: the idea for was conceived.
  • November 2016: joined BTC Labs, an incubator for blockchain technology projects run by BTC Inc.
  • December 2016: raised an undisclosed amount of seed funding.
  • March 2017: The Authenticator Beta App entered the App Store.
  • June 2017: raised $1 million from angel investors and strategic partners.
  • June & July 2017: launched a public testnet with various alpha partners including Bitcoin Magazine, Coin Speaker, the Merkle and others.

Below are some of the scheduled roadmap (you can read the complete list here):

  • September 2017: to integrate with existing CMS platforms such as WordPress using an open API.
  • October 2017: Publishers and readers will be able to view different versions of assets through time, each with an immutable timestamp.
  • February 2018: User profiles and multi-signature permission for access and control of assets on the network.
  • April 2018: will support custom content licenses, in addition to Creative Commons and other industry standards.
  • July 2018: Multiple owners for a digital asset can share in the profits and licensing revenue from that asset.
  • August 2019: will open the digital media asset marketplace to all content creators, publishers, editors and other interested parties.
  • January 2020: Developers are able to build and deploy smart contracts and other DApps that interact with the network.
  • April 2020: will integrate a reputation and dispute resolution system to combat spam or fraud on the network.

What are the tokens used for and how can token holders make money?

Ownership of the POE token represents a proportional share of the fees and revenue generated from the commercial applications of For example, if you own 1% of all the tokens in circulation, you will receive 1% of all the revenues generated from

The Foundation will collect fees for providing services, such as processing and validating license payments on the network. The Foundation will dynamically adjust these fees based on network usage and market demand for the services.

`Potential additional applications include staking tokens as a form of reputation and providing an economic mechanism to prevent spam on the platform. The token may also serve as a native payment system for the network, with tokens required to register new content, and as a governance method for the protocol.

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Team is based in Singapore and the United States, with office in Nashville, Tennessee. It has a team of 9, all of whom having relevant experience in their respective field.

Lautaro Dragan, Technical Lead – nearly 10 years of experience as a full-stack developer working for software companies like OLX (LetGo) and Globant and as an independent professional developing tailored solutions for local businesses.Pat Riley, Head of Product – three years of experience building products on top of Bitcoin. Previously worked for Apple, BitPay and, most recently, BTC Media.

Jeremy Kandah, Chief Coin Officer – A serial entrepreneur, Kandah’s first startup was Flurry, the world's largest mobile analytics company which later sold to Yahoo. He founded Appcasher, LLC, a mobile advertising platform and the DApps Fund. He has raised a $10 million Bitcoin venture fund and assisted in establishing several ICOs, including Maidsafe. also has advisors / investors who are known in the blockchain or media world, including Bo Shen, Managing Partner at Fenbushi Capital, Anthony Di Iorio, founder of Jaxx, Greg Clayman, ex-head of on-demand video at Video, and Richard Titus, a serial entrepreneur with experience in startups including, Razorfish, Schematic and Videoplaza.


  • If is able to be successful on the licensing front, it can potentially generate a lot of revenues. It is estimated that the intellectual property licensing industry generates $43 billion of revenue a year.
  • The services that provides, such as proof of existence and licensing, benefit from the blockchain technology.
  • has received at least $1 million from traditional investors. This means that it has already passed the due diligence by those investors.
  • The utility of POE is straightforward – the more revenue generates, the more valuable the tokens are.- has shown good traction – it has already secured partnership with some of the biggest cryptocurrency publishers.
  • $10 million hard cap is relatively low, meaning that it has a good chance that hard cap will be reached.


  • Even though no competitor is aiming to solve the same problems as, some companies may enter into the same space as if the industry is proved to be lucrative.
  • POE is most likely going to be considered as securities as SEC, so it may impact future liquidity if other regulators follow suit.


Overall, I like this ICO, both for its short-term as well as its long-term potential. It looks to me that the team knows what they are doing, and the project is showing great traction by partnering with some prominent media companies in the blockchain space.

Our thoughts of the tokens for short term and long term are as follows:

For short-term holding

Good. With’s progress and team, it shouldn’t be difficult for the project to reach hard cap. However, it is difficult to predict with certainty given recent market environment.

For long-term holding

Good. While certain services such as article timestamp are already being done by competitors,’s focus on catering to publishers and content creators gives it an advantage. The project’s progress to date also demonstrates the execution ability of the team.

For more information about the ICO, please visit the following links:



Bitcointalk thread:;all


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