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Singapore Digital Currency Business

Background

3i-Strategy has assisted the strategy and market development of a leading digital currency business to launch operations in Australia.

A Singapore headquartered cryptocurrency exchange operating in 132 countries with over 3 million users and over 60% market share in India made the decision to launch global operations including Australia in 2019. 

Setting up

Australia has a well-regulated system for cryptocurrency transactions making it an attractive destination albeit competitive one with over 200 exchanges.  The go-to-market strategy required ensuring adhering to several regulatory compliances.  3i-Strategy worked with the business’ lawyers to build “best in Australia” processes, standard operating procedures and configured workflows into technology platforms. 

Journey

Trust in the exchange to attract investment and for active trading required a robust marketing strategy.  Setting up in Stone and Chalk, Australia’s foremost fintech incubator and building brand presence through meet-ups, substantial public relations activities as well as attractive loyalty schemes were some of the activities taken.  Best of breed technology initiatives for faster trading and building great customer experience were introduced and well received.  

Outcome

Working closely with 3i-Strategy, the business was able to quickly cement a thought leadership position through its robust compliance activities as well as working with the national Blockchain Association to establish credibility in the market.  In addition, 3i-Strategy established a global first B2B strategy for the business.    

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