 Welcome to DSCI Insights in Action. We are still in Dubai on Global Freight Summit hosted by our member DP World. And I have a pleasure here to have with me Ian Zhang, the co-founder and the CEO of Gino Group. Welcome Ian. Hi Michael, thank you. Thank you for having me here. So we promise that this series will be about innovation and it will be about breakthrough. So in that sense Ian is working with the Gino Group on something like that. So the first question I would like to ask you Ian is actually like what kind of a problem Gino Group is resolving and you know what your role in it. So first of all look at the industrial kind of what's the challenge they are facing now. It's a lot of issues you know it's regulations, a lot of new demand, new kind of regulation need for example transparent of a supply chain and how can they really make sure the transparency. This regulation requirement would immediately cause a lot of so-called contingent liability. If industrial do nothing then they increase a lot of liability and risk in the regulation compliance issue. That's one thing. Another thing is that okay there's a lot of the digital asset now that need to be really created and already there but it just need to be realized. So those two types of things. Therefore Gino are we working with our industrial clients you know how can we re-enable them. Therefore there's a room there calling this kind of value-added solution. So Gino was born because of that. So actually Gino comes as a solution of the problem especially in the side of transparency and then as well tackling the legal aspect in accelerating your supply chain. Yeah that's one thing and also another thing that enable these industrial clients to create more of the real value asset. Not only just to tackle their contingent liability all this cost-wise and also help them to release more potential value which I can explain a little more later. So having that in mind you are a member of digital supply chain institute. So in that sense in the area where you are trying to resolve the problem within supply chain where do you see the organizations like digital supply chain institute can play a role in order to help you and your technology and solution becomes you know widely accepted. Yeah Marco you know one thing inspired me a lot since few years ago. You know it's what BSEI promote kind of front side flip. You know that's exactly what industrial need really to realize that. You know think the way how can the industrial clients to reshape their supply chain and not because what they need is because industrial clients they face their customer you know from customer side what the customer demand and in that way then the calling for the solution upstream. Therefore I think that BSEI has spent a lot of effort in organizing industrial kind of members to think again and again and to explore the solution together. The Gino in this way I think you the love and it's Gino's privilege to really to part of the BSEI family. Thank you very much Ian and it's really always encouraging to hear that the notion of front side flip and re-engineering your supply chain from the customer towards let's say the first mile and your focus on resolving certain parts of let's say the value chain in that area is really very valuable. So in that aspect you have mentioned on our last members meeting the way of how Gino thinks about tokenomics and then you know creating a new distributed value within the supply chain. So can you elaborate more on that because I think this notion is very groundbreaking and you know very new in this area. I can give you one of the example you know think about everyone now we you know travel a lot therefore everyone have so-called money points which airplane company would grant us you know which is something we earn. Okay on the other hand ironically you know if you look at airplane company in their balance sheet they never ever booked kind of liability in their balance sheet. So they grant these points to us but they never booked that as a liability. So few decades ago US Congress had a hearing about hey guys you guys really take that seriously about what you try to deliver to make your customer happy or satisfied. Okay yeah if anyone say yes but there's no kind of bookkeeping about this kind of liability that ensure you not forget. This creates another problem that the customer side also not take that seriously. But it is something a merit or asset but the asset it is clear that's a that's a that's a part that's a kind of problem. So from that end you know let's think about you know one of my friends working for this model is this marvelous kind of achievement and improve a lot customer satisfaction by making sure this mileage credit has utility underneath. But problem that inside organization you know this is create another problem that these points ask all of operational to deliver that as a real service. It's a substantial thing need to deliver. But you know this this is how can the internally making sure this is kind of the commitment to custom. Okay again this is type of the asset disappeared somewhere. So now let's not using the big word like you know token or something. Let's just making sure these points is recognized is recorded somewhere that with all kind of a constant with the trust from customer something. And how can we really making that record in the ledger that everyone trust few confidence this asset won't goes away. So therefore from that end let's think about the industrial side you know for example think about the automotive industry. Every year every OEM spend a lot of money for the branding they try to educate the customer. Hey trust my brand you know if you buy this car that you will have wonderful customer journey. Everyone try very hard spend a lot of money try to convince the customer. But then they spend too much money in convincing customer less money to deliver. This is something I think it's need to be really improved that telling the OEM spending less money in branding communication. Then shift the part of the spending towards the real deliver service. You know that's why you know that's why you know instead of just talking more rather than delivering more then customer will have this participating in the branding communication. Customer will help the branding to be more let's say communicate through to the customer to the to the market. So this is something also remind me that kind of you know when we think about improve the supply chain and this is something just from contingency liability side you know where you can improve the cost. However on the side using the new technology like a decentralized ledger technology solution then build up this infrastructure. And also this infrastructure will help industrial clients to think more about how can they create kind of a loyalty program that making sure customer have the confidence. You know whatever you did with the branding you participate in your participation you are part of the branding story. Then you have kind of confidence as as long as you are still part of the branding story as a customer you will enjoy this benefit. So this is something definitely need to be realized and using the new technology. The old technology won't solve this problem. So this that's why you know I talking is a kind of the wording maybe the buzzword understood tokenomics but the reality is there's asset need to be realized. Yeah so actually you're realizing the assets for the loyal and happy customers in both B2C and B2B world and especially securing that that loyalty is rewarded in the right way. And also adding value to the overall supply chain which is really something very unique and very innovative. So we look forward to you know having you again with us once things start rolling out and then hearing about you know all the learnings which comes from the market. But so far really congratulations on the problem you have taken to resolve. It's a big one and on the bravery you know to push it forward. So we'll be by your side to follow the progress and thank you for being with us. Thank you. This has been another DSCI Insights in Action. Thank you for being with us and stay tuned for more. Thank you. Thank you.