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What Critics Fail to Understand About Kin – Part #2

In my last post “What Critics Fail to Understand About Kin — Part #1” we addressed the concern that “Kik isn’t marketing the Kinit app.

The next critique that we’ve seen a lot in the community is that “Kik is planning to only market the Kin ecosystem to developers and that’s a bad idea!” and the reply to this one is fairly short and sweet.

People are arguing that it is bad to market to developers because they are a smaller group, a slower growth curve and don’t represent a mainstream audience (remember last time when we talked about “Crossing the Chasm”?)

The general consensus from this group is that Kik should just spend large chunks of their money on marketing, and, by “marketing” they actually mean “paid digital media promoting Kinit to consumers.

Here is the issue:

Kin is a platform, not a product.

When the Kik team talks about advertising Kin to developers, we need to make a distinction. Kin is really two things:

  • The Kin Blockchain
  • The Kin Token(s)

Kin, the blockchain, is a platform and not a product. There is nothing that consumers can do with it. Nada.

Right now, the Kinit app is the only standalone product on the Kin blockchain, and its primary goal is to be a proof-of-concept and help beta test the blockchain.

The long term goal, however, is to build on the blockchain’s ecosystem so that Kin can be the most used digital currency in the world.

Think of the Kin Blockchain like a music stadium.

It’s this large, useful space filled with potential.

Kin, the tokens, are like tickets to enter into the stadium and take part in events.

That’s great, but, it’s important to remember we don’t sell tickets to empty stadiums.

Unless you are a band, performance show or a booking agent no one will ever advertise an arena or stadium to you. Because, until it is booked by a performer, there is nothing you as a consumer can do with it — except go in and walk around a big empty building….Yay?

Right now, people really want Kin to start selling tickets to consumers. Because, in our world there are a limited number of tickets, and so as tickets start getting bought, the existing ones go up in price.

The Kik team however is focused on booking great acts for our stadium. Let’s face it, if Aerosmith was playing in your local arena, the tickets would be sold out pretty quick.

That’s why Kin recently launched their $3M developer bounty program for apps that integrate Kin, and why they’ve been pursuing partnerships with brands like Unity who help to put the Kin ecosystem into the hands of millions of developers worldwide.

Finally, Kin has been strategically marketing to developers in their own natural habitat (Stackoverflow.)

The Kin team is focused on filling this stadium with tons of great acts.

So don’t worry, soon the tickets will sell themselves.

Ready for the rest of the series? Read “What Critics Fail to Understand About Kin – Part #3

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Adam Cochran

Written by Adam Cochran

Adam is a marketing and product executive with over a decade of experience in growth marketing, product design and information science. He's also consulted for some of the largest blockchain projects and was a key player behind the marketing of Dogecoin in 2014.

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KIN1とKIN2の違いは何ですか?

What Critics Fail to Understand About Kin — Part #3 (The Survey Results)