What is Arcona?

The Arcona platform is a peer-to-peer network that includes a Digital Land Registry, marketplace, cross-platform AR viewer, and an automated system for geospatially organizing the AR layer.

The main feature of Arcona is the augmented reality layer that will be created without the need for physical surveying. Using technology that Arcona's sister business Pilgrim XXI developed digital landowners will be able to build AR content in real-world locations without ever visiting them in real life.

Third-party developers will be able to integrate the Arcona AR layer into their apps and projects and landowners will have the ability to monetize their land through advertising and other programs.

For a longer overview of Arcona see my article here.

Let’s look at the Strength, Weaknesses, Opportunities, and Threats (SWOT) of Arcona.

The strength of Arcona lies in the fact that the team has already successfully built eight augmented reality theme parks in six European countries. Arcona and Pilgrim XXI are tied together closely, sharing employees and technology.

The working products that Pilgrim XXI has created all link geographic locations with AR. The company has so far focused on "time travel" in tourist sites. This allows tourists to visit a historical site and view it how it was in the past by looking through an AR device.

Because Arcona is creating an AR layer with digital land titles, it's appeal moves beyond pure gaming and into sectors including construction, advertising, entertainment, travel, and education.

The team and advisors are highly experienced at creating an augmented reality business. The samples on the Pilgrim XXI website show that AR can be integrated into many different situations.

Although experienced and successful, the team is yet to deal with blockchain information exchange, smart contracts, and token based economies.

Even though the initial land parcel sells will be auction based it is possible that "whales" dominate and secure ownership of all valuable high traffic properties.

Arcona has not yet introduced a mechanism to prevent this but is offering a chance for anybody (that purchases tokens) to win highly coveted land parcels like the Piazza Venezia in Rome or Trafalgar Square in London.

Since PokemonGo exploded onto the AR scene in 2016 the overall AR market has grown to more than $3.8 billion. The current state of AR is mostly game and entertainment based and exists as a separate layer that only appears to be integrated with the physical world.

Arcona has the opportunity to link the physical and virtual world through GIS data thus providing the means to create a land ownership economy based on augmented reality land parcels. The idea to provide the framework for virtual land ownership is well timed.

A separate blockchain project, Decentraland, that offers land tiles for sale in a completely virtual world has achieved a market cap of $175 million and completed a land auction in December that resulted in the exchange of over $18 million worth of tokens.

With the success of a Decentraland, it is easy to see the opportunity for Arcona. By integrating real-world locations with AR Arcona will allow landowners to monetize their parcels in numerous ways. They will be able to place targeted, location-based ads for a fee, lease their land, and even charge admission to their land.

The excitement for AR is building with the development of hardware from major technology companies like Microsoft, Google, and Apple. The Arcona team sees this as an opportunity for growth and has ensured that their free AR Viewer will be compatible across multiple platforms.

The project is faced with two major threats, competition and adoption.

For Arcona to truly succeed its remote mapping system and the content marketplace will have to be strong enough to provide real-world value to the digital land. If Arcona based digital land in high traffic tourist area is integrated into enough applications the platform will have a leg up on the competition.

Competition for Arcona comes from on and off-chain projects including those by Microsoft, Google, and Apple. In order for Arcona to mitigate this threat, its AR Viewer must easily integrate into the workflow for developers building on technology supplied by the big three.

Competition from on-chain products is low but can change quickly. The key is to be the first to attract developers and end-users. Arcona is allocating 30% of its funds to marketing and 10% to partnerships in order to achieve a solid user base.

A partnership with a game or travel company that achieves massive social media attention could firmly plant Arcona in the AR field.

Overall

Arcona is building a way for people to own the rights to virtual space that is anchored to real-world places. The idea to utilize blockchain as a land registry and transaction ledger is solid. However, the real challenges are in how well the automated mapping system works, how easy the AR Viewer integrates with big techs hardware, and achieving adoption by developers and end-users.

The team has shown that they can successfully create an AR business with over 60,000 visitors per year in Europe. Arcona will give them the chance to show that their global vision is feasible and will allow landowners to create passive income streams if successful.

How to Participate in Arcona

If you would like to buy land on the Arcona platform during a land auction you have to participate in the token sale. If you are interested in other uses of the Arcona Platform that require tokens they will be available for purchase on exchange at a later time

📅ICO Date: May 15, 2018.
📈Token Ticker: Arcona
💵Token Price: 0.0025 ETH per Arcona
Total Supply at TGE: 135 million Arcona
Hardcap: $25 million
Amount for Sale: 60%
Token Type: ERC20

Arcona || Whitepaper || Telegram || ANN Thread || Bounty

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_*This post contains a project overview not investment advice. As always do your own research before participating in a project of any fashion.