Terence Zimwara
Some crypto businesses see no harm in the use of network
marketing as a strategy for hastening adoption of the fintech even though the approach
is also commonly used by bad actors. Indeed network marketing is a legitimate
business practice that has been employed by some businesses for decades.
Ponzi or Pyramid schemes on the other hand, are
essentially fraud schemes packaged to appear like a legitimate network
marketing business. Even ‘smart’ people will not be able tell the difference
between a scam and a legitimate one, the line is very thin. Such fraud schemes
are common in poor countries as well as in emerging markets where consumer
protection laws are not that robust. Victims are usually lured by the promise
of huge earnings in the shortest period possible time or by a passive income
that promises a healthy lifestyle.
Usually with such schemes, the emphasis is on getting
more members to join than the marketing of the actual product. Apparently the
core business is getting new members to join but this is never said upfront.
Victims usually realize they have been conned when they have already joined or
paid but the schemers are confident that only a few will take action to recover
lost funds.
The fraudsters often gamble that the rest of the victims will
be in on the con because; firstly they want to recover their own ‘investment’ and
secondly they can also profit by luring their own victims. Indeed, those
joining such an elaborate scheme much earlier, will realize substantial
revenues that are mainly extracted from fees paid by later recruits.
Successful members/investors are then used as testimonies
to lend credibility to the grand scheme. This maybe the reason why some defend Ponzi
schemes, the earnings are real for the early investors. Indeed, even Bernie
Madoff’s multi-billion grand theft might have duped many investors in the end but
those who joined early earned handsome rewards.
Regrettably, all Ponzi network marketing schemes often
collapse as it will become mathematically impossible to continue getting new
investors or referrals as they commonly known. When that point is reached, such
a scheme collapses like a deck of cards and the last members to join often lose
out. There is neither compensation nor relevant laws that provide cover while
consumer watchdogs only react when the schemers are already gone.
For example, controversial organizations like OneCoin,
MMM and RRR Link conned unsuspecting people into parting with millions of
dollars by employing similar tactics. Arrests have been made but masterminds
might not even serve time!
As the old adage goes, once bitten twice shy, some in
African countries where Ponzi schemers regularly strike now view with suspicion
any organization using any such marketing methods.
Sadly when a legitimate business attempts to employ the same
tactics in a market that has seen its fair share of Ponzi schemes, such a
business will see their image getting tainted by this association. That also
goes for Blockchain or crypto businesses, distrustful potential users will
steer clear of crypto-currencies when a suspicious referral system is brought
into the picture.
Blockchain is real and its utility has been proven countless
time but this association with such unpopular schemes will only slow down the
embrace of the innovation. Already some crypto businesses on the continent
constantly have to bat away accusations that they are running pyramid schemes.
This does not augur well for cryptos in a market that represent the best user
case scenario.
One Bitcoin mining company is using such an approach as
it attempts to recruit more miners to its pool and its officials believe they
are conducting a legitimate and genuine operation.
Potential miners are told of enticing but surreal income
projections, which are dependent on the number of successful referrals. After attending
one of their regular investor meetings, one gets a feeling that the
organization is running a pyramid scheme but using its association with Bitcoin
to claim legitimacy.
For opponents of Bitcoin, this particular case is manna
from heaven, they are quick to seize on this by warning the public to avoid
this ‘latest’ Ponzi scheme in reference to Bitcoin and not the said
organization. Such an attack is at best disingenuous but it sticks if the targeted
audience has had previous encounters with actual Ponzi/Pyramid schemes.
MMM was grand scheme that left hundreds of thousands
counting losses across the African continent. Crypto opponents on the continent
are able to weep up emotions by invoking these memories when they attack
crypto-currencies and they may have a ready audience in the form of ignorant
government officials. A few years ago, Nigeria and Uganda lawmakers were both
reportedly contemplating tougher regulation for cryptos, which authorities are
repeatedly linking with the growing problem of Ponzi and Pyramid schemes.
Therefore crypto businesses must avoid falling into this
trap by choosing marketing methods that make the task of marketing tokens easy.
Perceptions are stronger and difficult to alter though the passage of time
will. It does not matter that a crypto company believes that it is running a
legitimate operation, what matters are the potential users’ perceptions. If the
perceptions about network marketing are currently negative and they cannot be
changed immediately, the best course of action would be to avoid relying on this
referrals business as strategy of driving up numbers.
It is best to only resort to that method when the air has
been cleared that crypto-currencies are not scams but are real solutions to the
continent’s problem of inaccessible banking services.