Apex is a network for the next generation of B2C (Business-to-Customer) applications. The next generation of the B2C lifecycle hinges upon two main areas, i.e., data and B2C interactions.

Even after the proliferation of big data, marketing technology, and artificial intelligence, customer data and customer engagement remain ridden with problems. These problems mainly arose from massive centralization and data hoarding by third parties. Centralization of data and interactions has brought breakthroughs and network effects, but after an extent, they start creating the interactions and engagement one sided.

The data problem is just one side of the picture; on the other hand, the interaction and engagement layer makes up the core of the B2C customer lifecycle. Currently, many engagement channels are ineffective, customer experience is subpar, and the level of continuous engagement is lacking. Brands use new B2C interaction methods, but they only have marginal effects.

Hence, it is summarized from the assessment that optimizing both the data and interaction layer is the basic to improve B2C relationships and the customer lifecycle. But it was seen that we have come to bottlenecks on both ends with current technologies but not changed the nature of the B2C engagement model.

Marketing, CRM, and B2C lifecycle come out as a significant use-case in which adoption of blockchain technology has a clear advantage. The Apex network builds stronger one-to-one relationships between the consumer and enterprise via proprietary blockchain technology, which further transforms how interactions, information, and value are exchanged throughout the B2C engagement process.

Additionally, two initial applications are built by APEX CPX Wallet and a cross-network DEX for APEX Network-based asset exchanges fixed within CPX wallet.

Apex mainnet launched in 2019. Apex technologies (formerly known as Chinapex) has its headquarter in Shanghai, with offices in Beijing, Hong Kong, and Silicon Valley. The founder and CEO of Apex network are Jimmy Hu, who has built internal marketing analytics and data mining for Microsoft and Richard Wang, the Apex network’s CTO and a team lead at Microsoft.