Summary of key points
Fragmented digital identities put users and businesses in an efficiency dilemma. To solve this problem, it is particularly important to build an open and user-centric infrastructure.
Moca Network’s recently released MOCA 3.0 vision is aimed at this challenge. The plan is committed to building an open digital identity infrastructure, putting user needs at the core, and providing a new approach to solving the fragmentation of digital identity.
Moca Network is rapidly advancing its early development through Animoca Brands’ vast ecosystem resources (including more than 540 portfolio companies). Its strategic cooperation with SK Planet has shown significant results, fully demonstrating the huge potential of building a complete ecosystem based on digital identity.
1. Fragmentation of digital identity: a missed opportunity
The fragmentation of digital identities has caused both users and businesses to lose important opportunities. It is difficult for businesses to accurately identify high-value users, and the true value of users is not fully recognized. This disconnect severely limits the value creation space for both parties.
This problem is particularly evident in the area of targeted advertising in the Web2 industry. Companies use platforms such as Meta to segment users and run promotional campaigns. However, these ads rely only on limited data from each platform, greatly reducing the breadth and precision of targeting. Although users interact with multiple platforms, promotions can only be targeted to specific platforms because their digital identities are fragmented. This disconnect prevents companies and users from fully realizing their potential value.
Source: Dune, Tiger Research
The Web3 industry faces more complex challenges. Web3 projects attempt to reward ecosystem contributors through airdrops. However, this process has not been smooth. User activities are scattered across Web2 and Web3 platforms, and it is difficult to identify real contributors based on single-chain data alone. The anonymity and decentralization of Web3 also make it easy for users to decide whether to continue using or exit the platform. The Starknet case is a typical example: an airdrop targeting approximately 1.3 million wallets failed to accurately identify real contributors due to limited data, ultimately leading to a significant drop in on-chain activity.
2. The root cause of digital identity fragmentation
Digital identity fragmentation is a structural problem that affects both the Web2 and Web3 industries. The core problem is that platforms, not users, control digital identities. Technical limitations are also a factor: each platform uses different technical specifications and data models to implement digital identities, which makes data sharing and integration extremely challenging. Tech giants such as Alibaba, Tencent, and FAANG further exacerbate this fragmentation by restricting user data within their own walls.
This structural problem is not just a loss of opportunity, it creates substantial inconvenience and distorts the distribution of value. Users have to recreate accounts on each platform, repeatedly building up their activity records and profiles. Platforms profit by monopolizing the aggregate value of data: Google and Meta earn tens of billions of dollars each year from advertising that relies on user data, and Reddit earns billions of dollars each quarter from selling user data. However, the real data owners - users - are excluded from these business opportunities.
To solve these problems, digital identity must be redefined to be user-centric. At the same time, an open infrastructure that can operate seamlessly in different environments is required. Moca Network provides solutions to these challenges.
3. Moca Network: Digital identity infrastructure for the open internet
Source: Moca Network
Moca Networks new MOCA 3.0 is dedicated to building a digital identity infrastructure for the open internet. The initiative targets the current systems disconnected and fragmented problems and aims to create a unified digital environment for seamless collaboration of digital identities. The infrastructure proposed by Moca Network focuses on three core features.
3.1. AIR Kit: Core infrastructure for unified account, identity and reputation management
Moca Networks AIR Kit (Account, Identity, Reputation) is a universal account system. It is blockchain-independent and can run in a variety of environments. The system is highly interoperable, allowing users to easily unify and manage their digital identities.
AIR Kit enables seamless connection between accounts and identities. Identity IDs serve as an interface between users and services, while accounts act as a hub connecting users various identities and activities. For example, MOCA ID on Mocaverse and FOOTBALL ID on OneFootball are both linked to the same AIR account, while these identities remain independent. With an addressable user base of over 1 billion, Moca Network enables users to participate in multiple ecosystems through a single account.
AIR Kit can be used as an embedded account system to provide a seamless on-chain experience for Web2. This is similar to how Telegrams TON ecosystem and Grab embed wallets into their applications. Service providers can use AIR Kit to integrate Web3 accounts into their platforms.
With AIR Kit, users can create Web3 wallets as easily as using social login. They can perform on-chain activities without having to manage complex blockchain addresses or private keys. Features such as gas fee payment and cross-chain transactions further optimize the user experience.
3.2. Credential system: infrastructure for user data sovereignty
In addition to the open and unified account system, Moca Network also introduced a complete credential system. This system not only provides infrastructure, but also empowers users to manage their own data and create value from it. In this way, users can break through the limitations of traditional centralized platforms and achieve true data sovereignty.
Source: Moca Network
Moca Network supports the issuance, storage, and verification of credentials. It securely stores credential data in decentralized data storage, and users can directly set and manage access rights for their credentials. Moca Network describes this feature as a decentralized user-owned Google Drive.
Moca Network uses tamper-proof technology and zero-knowledge proof (ZKP) to protect data security. It allows users to transfer credentials between different systems through cross-chain messaging protocols such as LayerZero or Wormhole, enabling users to interact directly and securely with smart contracts on any chain. This greatly enhances the ability of users to obtain value from their credentials.
Moca Network also plans to adopt zkTLS technology to achieve secure verification and use of Web2 data on the chain. By integrating Web2 and Web3 data, Moca Network is building a more comprehensive digital identity system. The system empowers users and effectively bridges the gap between Web2 and Web3. The ultimate goal is to create a user-centric, inclusive and symbiotic ecosystem.
3.3. $MOCA: A token system that promotes sustainable development of the ecosystem
$MOCA is the core governance token of the Moca Network ecosystem. Partners share the network effects of the user base and applications by staking $MOCA. $MOCA can also be used to pay for credential verification and generation fees, contributing to the economic growth of the ecosystem. For users, $MOCA is both a payment method and an incentive mechanism, effectively driving user participation and interaction.
The growth of the ecosystem is driven by a flywheel effect centered around $MOCA: users are rewarded with $MOCA through activity, which increases engagement, which in turn increases credential verification requests and fee payments from partners. As user activity grows, participants build stronger reputations and receive more rewards, which increases their purchasing power. This virtuous cycle continues to attract more partners to join, further improving user rights and expanding the scale of the ecosystem.
Source: Moca Network
Moca Network offers a variety of reward programs. These include Moca List, a regulated token issuance platform operated in partnership with Coinlist, and Moca Drop, a staking reward program. Moca Network also partnered with Magic Eden to create Magic Moca, an NFT issuance platform. Through Moca Drop, users can participate in partner events and airdrops. Users with larger staking amounts receive higher priority.
In addition to Moca Network’s existing rewards programs, partners can also leverage Moca’s infrastructure to create their own rewards programs, making rewards more diverse.
4. Moca Network in action: partnership with SK Planet
Moca Network’s collaboration with SK Planet shows that digital identity infrastructure is being put into practice. SK Planet has adopted Moca Network’s AIR Kit to connect the OK Cashbag mileage platform and Syrup rewards platform to the Web3 ecosystem. The company is also exploring the use of $MOCA for rewards. This enables users to use their existing points and miles in more ways and get multiple cross-platform benefits.
Source: Moca Network
When users join through their accounts, they can purchase coffee vouchers and earn OKB (OK Cashbag) points and $MOCA. The $MOCA earned is stored in their accounts and they can spend on platforms like the Syrup app or with OKB merchant partners. In the future, users will even be able to use the same account for cross-border shopping, such as in Japan or other countries. Based on user credentials and achievements, merchant partners can verify customer information and offer rewards through a seamless service.
This collaboration benefits all participants. AIR Kit instantly converts points, vouchers, and tokens into programmable assets. Users gain more value through this process. Enterprises can more effectively target valuable customers using verified credentials. Platforms improve user experience and expand the ecosystem by providing seamless operations and benefits.
5. Accelerating the ecosystem with Animoca Brands
The Web3 industry continues to work hard to build digital identity infrastructure. Projects such as POAP and EAS demonstrate effective methods for verifying user identity and activity.
Source: Dune, Tiger Research
However, both projects faced challenges in ecosystem building in their early stages. Their usage has been declining over time. The problem is not just about technological maturity. The success of identity infrastructure requires the creation of an ecosystem supported by strong network effects.
Source: Moca Network
To address these limitations, Moca Network strategically leverages Animoca Brands’ existing ecosystem of over 540 companies. This extensive network will help accelerate the growth of Moca Network’s emerging ecosystem.
Source: Moca Network
The total potential user base of the Moca Network is approximately 1 billion+. This figure reflects the extensive user network of Animocas major partners, including Telegrams TON (900 million), MyAnimeList (18 million), football platform OneFootball (200 million), Animoca Ecosystem (700 million) and SK Planet (28 million). These partners are involved in issuing digital identities through AIR Kit and integrating with the Moca Network ecosystem. In particular, the TON ecosystem will play a key role in accelerating its expansion by issuing digital identities and integrating with the Moca Network through Air Kit.
Animoca’s global expansion further enhances the unlimited possibilities of the Moca Network. The company has established a joint venture with CUBE Entertainment in South Korea. It has also entered the Japanese market through Animoca Brands Japan and partnered with NEOM City in Saudi Arabia . These initiatives have laid a solid foundation for building a globally integrated ecosystem.
6. The future of Moca Network: from digital identity to reputation economy
Moca Network plans to introduce a new model called Reputation Economy that does more than just verify identity. It uses credentials to measure user reputation and apply it to various services. Moca Networks partners will create reputation scores based on Web2 and Web3 data to create new value and opportunities for users.
Source: CopraFi
This reputation system can be used in DeFi. Currently, DeFi relies heavily on over-collateralization rather than personal credit. This limits market expansion and creates barriers for users. Moca Network will allow partners to apply for user credentials and measure credit. This will enable credit-based financial services similar to traditional finance. Users can reduce their mortgage burden and get more financial services. For example, users with high credit scores can get loans with lower collateral requirements and lower interest rates when using loan protocols.
CT Mindshare ranking, source: Kaito
As AI agents take on a larger role in social networks, reputation systems are expected to meet the challenges of the AI era. With the increasing presence of AI-generated content on platforms such as X and Discord, AI agents like aixbt are becoming more influential with investors. Verifying the trustworthiness of AI has become critical. Moca Network is positioned to enable AI agent wallets through universal accounts and build reputations for AI agents and users who interact with them. It is also expected to leverage identity and reputation data to verify digital objects, including physical robots. By facilitating true distribution, Moca Network is expected to drive the adoption of AI agents and support the development of a fully autonomous internet.
By extending digital identity, the Moca Network aims to build a reputation economy based on trust. This approach will mark a new chapter in the digital economy.
7. Conclusion
Source: Moca Network
Over time, the Moca Network has moved forward step by step. In 2023, MOCA 1.0 focused on building the community by minting Mocaverse NFTs. MOCA 2.0 expanded the ecosystem by partnering with Moca ID. With the launch of MOCA 3.0, the network is working to create an open digital identity infrastructure. Despite market fluctuations and challenges, the Moca Network continues to make steady progress on its roadmap. Currently, it has partnered with large platforms such as SK Planet, MyAnimeList and OneFootball to realize its potential as a digital identity infrastructure.
On this basis, Moca Network is transitioning to a more open and decentralized ecosystem. Through Moca DAO, it aims to increase community participation while actively supporting developers to create new services. This shift is in line with its long-term goal of becoming a community-driven decentralized protocol like Ethereum, paving the way for a truly open digital identity infrastructure.
As it develops, Moca Networks innovation creates new opportunities for all walks of life. The Crypto Asset Regulatory Market (MiCA) provides on-chain credentials for regulated use cases such as zkKYC and token issuance platforms, which coincides with the vision of Moca Network. By enabling trusted digital identities, Moca Network solves compliance needs while promoting applications in DeFi, entertainment, and education. With the demand for secure digital identities in the era of artificial intelligence, Moca Network will lead innovation and consolidate its position as a key player.
Original link: https://reports.tiger-research.com/p/moca-network-eng
