Marketing Strategy

D-Network's Marketing Strategy to Capture a Global VPN Audience

Our documentation contains a wealth of information on why and how we believe our ecosystem is destined to become home to millions of users in the global VPN provider space.

By pioneering a third market segment that offers a free, high-quality VPN service integrated with stakeholder revenue reward distribution, D-Network aims to become a top-five global VPN provider.

Defining our target audience

To remain the market leader in our segment and achieve a top-five position among all VPN providers, we have conducted a thorough analysis to identify our potential audience for the short, mid, and long term.

D-Network has identified three target audiences, each requiring a unique approach:

• 750 million current free VPN users.

• 750 million current Corporate VPN users.

• 6 billion new VPN users expected to enter the market across the coming 8 years.

Audience Appeal

First and foremost, with more than 80% of all VPN users choosing a VPN service based on anonymity and security, D-Network approaches all three audiences equally in terms of service quality.

We firmly believe that a high-quality and 100% anonymous VPN should be freely available to all internet users. However, the priority and approach for reaching each of these user categories vary slightly.

• Current free VPN users - This group contains 750 million current users scattered across dozens of VPN providers. - User anonymity and security are frequently at risk with the majority of providers in this category. - Many of the providers in this category offer a one-trick pony solution or application. - The low quality of service in this category is often very evident to its user group. - This category has a high number of unsatisfied users who frequently switch to alternatives. - This category contains a high number of users expected to switch providers for financial rewards.

• Current corporate VPN users - This group consists of 750 million current users across a limited number of VPN providers. - All users have chosen a paid solution, expecting complete anonymity, high quality, and security. - The majority of users have rejected free solutions due to their generally low quality. - The majority of users are unaware that corporate VPNs can not ensure 100% anonymity. - This category pushes two-year lock-in periods, incentivized by large discounts on MSRP. - This category is more frequently bundled with unrelated software (such as cloud storage).

• 6 billion new VPN users across 8 years - This group mainly consists of a generation of internet users fully used to free internet services. - This group enters the market during a Web2 to Web3 transition while D-Network is a web3 solution. - This group will enter the market during a predominantly positive crypto market in the coming years.

Competitor analysis

• Corporate VPN providers It is our firm expectation that large corporate VPN providers will maintain fairly strong retention rates among their current users, especially in Western-driven countries. Additionally, we anticipate that they will increasingly focus on expanding their user market in the corporate mid- to large business segment in the coming years, a sector that typically does not rely on free public tools. Smaller to mid-sized corporate VPN providers, particularly those that have not amassed a 'too-big-to-fail' node count, face the greatest risk of losing their customer base. They may be outclassed in the coming years in the B2B marketplace on the corporate level and outperformed in terms of performance and price by the new segment that D-Network has introduced to the market.

• Free VPN providers In the current free VPN market, numerous questionable VPN providers come and go, often presenting themselves as all-encompassing solutions. Predominantly found in the mobile application market, these providers tend to over-promise and under-deliver or offer single-use solutions. Users passing through these types of VPN providers often switch to another app or multiple applications frequently, or, if frustrated, simply opt for a paid VPN provider if they have that option. There are also a handful of smaller ethical free VPN providers who specifically choose to offer a VPN service based on sheer ethics alone, focusing on decentralization without commercialization. We fully respect their efforts and expect this small section of the market to grow and remain a popular niche.

Anticipated copycat VPN services

D-Network is the world's first VPN provider to offer a high-quality service, complete user anonymity, lifelong free usage, and a financially rewarding revenue-sharing ecosystem for all stakeholders.

By outclassing market quality standards and introducing a new reward element to the two current market segments, we fully anticipate that our business model will inevitably be copied by others.

It would be foolish not to anticipate copycats in a market expected to grow exponentially for years to come, especially in an industry filled with several smaller corporate providers threatened by our model.

D-Network predominantly expects to be copied by DeFi projects that aim to capitalize on popularity generated by our business model. We welcome other projects, as such is the nature of decentralization; however, we will also keep a close, critical eye on them to assess the legitimacy of their services.

We also foresee the potential for a smaller corporate provider to transition to a more Web2-based model, possibly in collaboration with marketing outlets. This could enable them to capture a niche better suited for traditional corporate ads, a segment of advertisers that D-Network is less likely to pursue.