SingularDTV Doubles Production of Blockchain Applications in Development Thanks to ‘Centrality’

SingularDTV & Centrality Unite to Bring Blockchain Everywhere

Zach LeBeau, CEO of SingularDTV

Our union with venture production studio Centrality has doubled the number of SingularDTV applications in full-time production… doubled. We’re now scheduled to release five applications in Q4 of 2017.

When I meet Aaron McDonald (Managing Director) and Leon Huang (Head of Blockchain) of Centrality, it was déjà vu. I felt this feeling before. Felt kinda like ConsenSys, but different.

For those that don’t know, ConsenSys is a leader in building B2B solutions for progressive legacy companies and institutions. They also drive positive public perception of the Ethereum protocol. One of the most importance assets ConsenSys has is Andrew Keys, co-founder of ConsenSys Enterprise. Andrew heads strategic technological partnerships and communications to create Ethereum blockchain solutions for Fortune 500 clientele. Most of the cryptosphere is probably unaware of Andrew’s role in Ethereum’s rise, he almost singlehandedly raised the value of ETH more than once with his business development contributions. Thanks to him, Microsoft got behind Ethereum early on. I look forward to one day writing a book about the history of this blockchain boom. There’s some really interesting stories to tell.

Centrality’s superpower is focusing on blockchain applications for the consumer (B2C), making blockchain technology available to the masses and moving beyond fintech use cases. They have twelve apps in the pipeline now, three of which are SingularDTV/Centrality co-productions. The Centrality platform already powers some world class applications generating millions in combined revenue such as Skoot, Belong and Pocket Vouchers.

Based out of Auckland, New Zealand, Centrality employs 40 full-time developers with 10 additional C-level, administrative and support staff. Aaron McDonald comes from an entrepreneurial background and held leadership positions in large technology companies managing portfolios over $1b in value. He has vast experience across multiple specializations and sectors, from engineering and architecture to product management and development as well as marketing and sales. Leon Huang is a former VP of technology at JP Morgan and has held senior roles with Credit Suisse and Barclays Capital. He left the banking sector to join Alibaba where he headed their blockchain initiative and oversaw the development and implementation of their first application. Leon is responsible for the overall architecture of Centrality’s blockchain platform.


SingularDTV met Centrality through our mutual partners at Blockhaus. It hasn’t been officially announced yet, but I can tell you Blockhaus is building the world’s leading “Blockchain based Financial Investment Banking Platform” for tokenized ecosystems. It’ll be a major game-changer in the cryptosphere.

Blockhaus is founded by Luka Muller Stüder of crypto-valley law firm MME, SingularDTV’s CFO Arie Levy Cohen and a small consortium of companies. Aaron McDonald is CTO of Blockhaus. SingularDTV owns a piece of Blockchaus and provides it with smart contract systems. Together, Blockhaus, SingularDTV and Centrality will be launching a new wave of TGEs. TGE stands for Token Generation Event. It’s a term developed by Blockhaus and describes the launch of tokens regulated by the Swiss government, i.e. tokens that are not securities. MME is the only law firm on the planet that can say this. It’s not only the developers and conceptualists pioneering this space that are visionary, it’s the lawyers and accountants too! — specifically MME’s Luka Muller Stüder, Andreas Glarner and Thomas Linder. Moving blockchain into early mass adoption requires not only the convergence of conceptualization and tech, but legal and accounting too. Blockhaus will siphon billions of dollars of fiat from the legacy world and put that value onto the blockchain.


Quick side note, when I’m contacted by people and enterprises interested in extracting value from the cryptosphere, I know their knowledge base by the terminology they use. Are they calling their business structures ICOs, token launches or TGEs? If they say they’re planning an ICO, they’re most likely violating securities laws somehow and/or the technology that powers their structure is extremely limited. If they’re planning a token launch, they’re going in the right direction. But token functionality and structuring is highly specialized at the moment and requires pinpoint legal and accounting guidance. If they tell me they’re planning a TGE, then I know they’ve come from MME and are building the right kind of structure that won’t cause regulatory meltdowns. SingularDTV’s Tokit and LaunchPad applications due out Q4 of 2017 will automate important aspects of the above mentioned process for TGEs.


As SingularDTV readies for the release of Tokit and LaunchPad, our roll-out strategy becomes even more critical. Centrality is hyper aware of roll-out processes and the variables and parameters that can increase an application’s success. They place specific focus on particular strategies and tactics when releasing applications. According to their whitepaper:

“The average app loses 77% of its daily active users within the first 3 days of the install. Within 30 days, it’s lost 90% of DAUs. Within 90 days, it’s over 95%.”

Centrality also sites two key factors that work against market entrants achieving scale. Firstly, the number of start-ups out there is rapidly expanding, fragmenting user attention, capital and technical resources. Secondly, bigger platforms have a huge lead in user data, attention, capital and resource, they can either predict what’s coming, or copy very fast.

On average, good plans, people, and businesses succeed only 1 in 10 times. To find out why, consider that there are many components critical to a company’s success. The best companies might have an 80% probability of succeeding at each of them. But even with these odds, the probability of eventual success will be less than 20% because failing to execute on any one component can torpedo the entire company.

Let’s say there’s an 80% chance of achieving each of the following… you’ve got an 80% chance of putting together sufficient capital to execute your plans, an 80% chance of putting a management team together that is capable and focused, an 80% chance that production/development goes as planned, an 80% chance production and component sourcing goes as planned, an 80% chance competitors behave as expected, an 80% chance customers want your product, an 80% chance pricing is forecasted correctly and an 80% chance patents are issued and enforceable… The combined probability of success along those parameters is 17%.

If just one of the above variables drops to a 50% probability, the combined chance of success falls to 8.4%. I can’t say for certain that any of the above numbers are accurate or if the premise on which the example is built is sound. Who can really know that to an exact percentage of probability? The AI that could tell us with any certainty hasn’t been created yet. But the fact that Centrality breaks it down so specifically, and has processes and procedures they follow to help ensure success is greatly informing the way SingularDTV goes to market.

The holy grail and guiding purpose for Centrality is to provide a platform that will create a decentralized community of startups, successful in a world where the odds are stacked against them.

Zach LeBeau, CEO of SingularDTV