Questions About Web3 from a Corporate Perspective

When a brand-new technology emerges, there’s always an eager crowd: tech enthusiasts, developers, early adopters… But when it comes to the business world, the excitement takes on a different tone. It’s a more measured, pragmatic kind of excitement, accompanied by different questions.

Web3 technology is going through this exact process. With the rise of NFTs, token economies, DAOs, and data ownership, companies are now paying attention. But there are some common questions they keep getting stuck on:

“What does this technology do for us?”
Blockchain, decentralization, tokenization… These sound innovative, but the question from corporate structures is actually the same one they ask about any new venture or technology: Does this solve a real problem?

For some companies, the answer is clear: traceability in logistics, transparency in copyright, token-based rewards in loyalty programs… But for most, we’re still in “watch and see” mode because before diving into the technical details or feasibility, they want to understand how it contributes to their business model.

“Is it legally risky?”
The technology itself might not be, but the regulatory uncertainties surrounding it are a big barrier. Token issuance, user data, crypto payments… These are regulated differently in different countries, and most corporate structures don’t like gray areas. They prefer less risky, often tried-and-true areas. Without legal or regulatory clarity, they hesitate to take steps. That’s why many projects that could be integrated into the corporate world and everyday use remain in “wait-and-see” mode.

“Is Web3 just a hype?”
The NFT craze, the metaverse boom, meme coin frenzies… Is Web3 a groundbreaking technological development, a philosophy that will fundamentally change our digital and financial lives, a lasting transformation, or just a passing trend?

In the dynamic and somewhat chaotic world of Web3, where even insiders struggle to keep up, picking out long-term opportunities from the short-term noise is tough. But if history is any guide, “hype” usually comes first, then over time, the technology finds its place in the infrastructure. Maybe Web3 is right in the middle of this transition, but of course, only time will tell. Different groups have different views on this, but the corporate world tends to be a bit more cautious here.

“Whose job will it be?”
New technologies change not just systems but organizational charts too. Integrating the Web3 world and technology into how you do business and your products means legal, marketing, IT, product, and finance teams working together and maybe some deep, fundamental changes in how they’ve worked until now.

And even the possibility of this change brings up a very basic, everyday question that’s never liked but often asked in the business world: Who will own this? Do we need to set up an internal Web3 department, or is it better to handle it with external consultancy?

How much will the existing infrastructure be affected, and to what extent will current teams need to change how they work? What kind of training and adaptation will be needed? Without clear answers to these, making decisions is not easy, and in the corporate world, the answers to these questions vary depending on each company’s existing culture, infrastructure, employee count, products, and many other parameters.

“So what’s the return on investment?”
In the end, every company has the same question on the table: If we invest time, money, and resources, how will we get it back; will we even get it back?

Some benefits of Web3 aren’t immediately visible: community bonds, brand value, the perception of innovation, etc. But of course, investment decisions in this world are usually KPI-focused. The expectation of tangible outcomes requires reshaping how Web3 projects are presented. Clarifying how and when the investment here will pay off varies from company to company.

So What’s Next?
The biggest difference between Web3 and the technological changes that have reshaped our lives over the last few decades, like the internet, social media, and the digitization of processes, is that it’s based on a philosophy, a manifesto. Adapting to this technology and integrating it into the business model brings a perspective shift for the corporate world, along with many questions.

Maybe it’s time to take these questions seriously, not just the technology.

And the answers to these questions will determine Web3’s fate in the corporate world.