DADI - A new era of cloud computing services, powered by blockchain technology.

  • What is DADI?

    DADI is a global, decentralized cloud services platform, offering compute power, database
    storage, content delivery and other functionality to help businesses scale and grow.

    DADI is organised as a DAO (Decentralized Autonomous Organisation). It has a decentralized
    and open structure enabling individual parties to interact using a trustless, consensus based
    system based on proof of stake and proof of work.
    Unlike existing centralized cloud services, DADI implements a fog computing structure1 - a
    decentralized pool of devices, all of which are connected to the Internet.
    With DADI there is no single authority that regulates computing resource distribution. The
    platform uses cost-efficient fog computing rather than a centralized cloud structure,
    removing the need to pay in advance for private and monopolized cloud computing platforms
    such as Amazon Web Services (AWS), Microsoft Azure and Google Cloud.
    Consumers can access a platform that has a far greater geographical coverage and that is
    significantly cheaper than existing cloud services can offer. Miners can monetize their spare
    computational power and bandwidth through putting it to work at various levels within the
    DADI platform.
    The migration from traditional cloud infrastructure to decentralized web services will not
    happen overnight: it will be a transition measured in months and years, but the result will be a
    radical overhaul of the ownership of core web infrastructure, driving an incredibly strong ROI
    for the project's early adopters.
    The DADI token price is supported by stable and growing market demand for cloud
    computing and web services, underpinned by the ability to provide competitive pricing.

    DADI token holders earn a percentage from transactions and operational fees.
    Every digital product is powered by web services. And every business using the web will have
    the option to build on DADI’s platform at a price point unimaginable today. Moreover, all
    Internet users will be able to use DADI to generate passive income by providing their
    computational resources for rent.
    DADI represents a radical overhaul of the cloud computing sector. Its mission is to uphold
    the founding principles of the Web by democratizing computational power.
    DADI: Decentralized  rchitecture for a Democratic Internet

    The DADI Token

    The DADI platform uses a token of the same name: DADI . The token is central to
    transactions within the platform (tokens are used by Consumers to pay for Web Services),
    and is designed to ensure flexibility and stability for the ongoing evolution of the technology.
    DADI is a token issued on the Ethereum blockchain. Its design follows widely adopted token
    implementation standards, allowing token holders to easily store and manage their DADI
    tokens using existing solutions including Ethereum Wallet, although there will also be a
    dedicated DADI wallet (built to address existing concerns surrounding the usability of
    in-market wallets).
    Tokens will be created during the Crowdsale period. The total supply of DADI will be limited
    to the amount of tokens created at this point in time.

    Total DADI supply: 100,000,000

    The DADI Crowdsale and the creation of DADI tokens will take place using Ethereum smart
    contracts. Participants who wish to support the development of DADI will send Ether to an
    Ethereum address dedicated to the Crowdsale. DADI tokens will be issued at the point of
    purchase during the Crowdsale at the specified DADI/ETH exchange rate.
    Crowdsale participants will be able to send Ether to DADI Ethereum addresses only after the
    start of the Crowdsale period. The Crowdsale will finish at the end of the Public Sale period,
    or when the Public Sale cap is reached.

    DADI token sale (Crowdsale)

    The DADI token sale will be preceded by an invitation-only Partner Sale starting in November
    2017. This event will set the price for the DADI token going into the Crowdsale in the new
    year. The Crowdsale itself will begin on the 22nd of January, 2018 , and will run for 30 days
    (or until the Crowdsale is sold out). There will be short Presale period followed by a single
    Public Sale.

    Stage Date Description

    Presale :

    January 22nd, 2018
    Presale event comprising 10% of DADI tokens generated.
    Up front registration required. You can register your
    interest on

    Public Sale January
    29th, 2018
    Public Sale comprising 50% of DADI tokens generated

    Token allocation

    The allocation of DADI tokens generated during the Crowdsale is as follows:

    Partners are individuals and businesses that have helped DADI either before or during the
    Crowdsale. The DADI founding team comprises all currently employed full time members of
    staff. These tokens serve as a long term incentive for the core teams involvement in DADI
    and are subject to a four-year vesting schedule with an initial 12-month lock in . The
    ecosystem fund is a pool of DADI dedicated to supporting the underlying connectivity of the
    network (enabling the flexibility to backfill in areas of low Miner support for example).

    DADI+ ops refers to a contribution to the operations of the company behind DADI, DADI+
    Limited (a private limited company registered in England and Wales [Company No:
    08599900 ]). These tokens will be held in reserve by the business, to be used in support of
    day-to-day operations, as well as the hiring of key members of the team where required. The
    referral program is an allocation of tokens set aside as a reward for referrals.


    The price for the DADI token going into the Crowdsale in the new year will be set in December
    or January 2018. Assuming that the token is fully bought out in the Crowdsale, the baseline
    for success in the Partner Sale is considered to be 3,500 Ether.
    The DADI Crowdsale is capped at $27.5 million USD. Investors in the Presale will receive a
    50% discount on the Public Sale price .
    The Crowdsale cap reflects the amount the DADI team projects will be required to deliver on
    its ambition, ultimately enabling a global footprint with the marketing resources to match.
    Note: this document will be updated to include the price of the Presale and Public Sale ahead
    of the Crowdsale in the New Year

    Crowdsale terms

    The following terms apply to the DADI Crowdsale:
    ● The Crowdsale will take place using Ethereum smart contracts
    ● No token creation, minting or mining will be available after the Crowdsale period and
    the DADI token creation will be closed permanently at the end of the Crowdsale
    ● In the event that the Crowdsale funding cap is not reached, all remaining tokens will
    be given to the Ecosystem fund to be used as incentive during the deployment of the
    ● The transfer of DADI tokens will happen at the point of purchase during the Crowdsale
    ● The minimum success barrier for funds gathered during the Crowdsale is one million
    USD. If this threshold is not reached, funds received from the Crowdsale will be put
    towards the development of an MVP infrastructure, with a new roadmap developed to
    reflect the pace that the funds raised allow

    Distribution of funds

    The distribution of funds raised during the Crowdsale will be as follows:

    The founders of DADI are Joseph Denne, Chris Mair and WIll Lebens.
    The majority of the funds - 90% - raised during the Crowdsale will be used to meet the
    operational costs of DADI+ Limited as it completes development of the technology, rolls out
    an infrastructure and takes the project to market, with the balance distributed to the
    Founders of DADI as return on investment to date.

    Financial model


    Key notes as follows:
    Operating expenses for the ongoing development and maintenance of DADI are covered by
    the revenues and capital holdings - accumulated during the Crowdsale - of DADI+ Limited.
    Revenue is made up of direct support income and tokens accrued as a share of DAO revenue
    over time.
    DADI's main line of expenditure is people, accounting for c.66% of expenditure today and
    expected to grow towards 80% over the first three years post Crowdsale as the team is built
    from 18 towards 100 people. Average salaries in the business are currently c70,000 USD.
    This is expected to raise to $75,000 USD over the coming year. Bonuses will be paid in DADI
    tokens, drawn from the DADI ops token pool and through market buy-back.
    Tokens awarded as part of the pay package for new employees will be purchased from the
    market. This will have the effect of supporting exchange prices before the network moves to
    full live status.
    DADI’s second largest expenditure line is marketing, which will be activated in all key markets
    ahead of network launch.

    Existing revenues

    DADI+ Limited has existing revenues totalling $165,000 MRR (USD). This is made up of direct
    support income in the form of commercial contracts to enterprise Consumers and from
    infrastructure fees in the form of private cloud implementations. Existing contracts are
    governed by a Master Services Agreement and are 12 month rolling agreements. This
    provides a solid base for growth and a springboard from which to launch the full DADI


    Pessimistic scenario

    ● DADI goes fully live towards the end of 2018
    ● DADI's overall market share of PAAS and SAAS spaces will reach 0.5% by 2023,
    growing steadily quarter by quarter
    ● Marketing efforts kick off immediately post Crowdsale, focused on the DADI Web
    Services that are in market today
    ● The network will be publically available in Q4 2018
    ● A direct sales team will be built, going to market in Q2 2018
    ● Fees for DADI will be set at 5%
    ● Fees for the ecosystem fund will be set at 2%
    ● Dividends to token holders will be set at 8%
    ● Of the remaining 85%, 20% will go to Stargates, 15% to Gateways and 50% to Hosts

    Annual payouts to Miners (thousands [USD])

    Annual DAO payouts (thousands [USD])

    DADI+ financial results (thousands [USD])

    Annual DAO payouts (thousands [USD])


    It is important to note that there are several factors that are likely to result in a significant
    upweight in these figures:
    ● Early mover advantage in the field of decentralised web services
    ● Minimal capital expenditure required for growth
    ● A blended SaaS/PaaS proposition providing the fastest development and deployment
    times in market
    ● The general growth of the cryptocurrency market

    Optimistic Scenario

    ● DADI's overall market share of PAAS and SAAS spaces will reach 4% by 2022, growing
    steadily quarter by quarter
    ● Marketing efforts kick off immediately post Crowdsale, focused on the DADI Web
    Services that are in market today
    ● The network will be publically available in Q4 2018
    ● A direct sales team will be built, going to market in Q2 2018
    ● Fees for DADI will be set at 1.5% (dropped in light of increased revenue in order to
    upweight investor dividends)
    ● Fees for the ecosystem fund will be set at 1.5% (dropped in light of increased revenue
    in order to upweight investor dividends)
    ● Dividends to token holders will be set at 12%
    ● Of the remaining 85%, 20% will go to Stargates, 15% to Gateways and 50% to Hosts

    Annual payouts to Miners (thousands [USD])

    Annual DAO payouts (thousands [USD])

    Dividends and fees

    DADI tokens are an integral part of the DADI Network. Consumers will be charged fees for
    their usage of DADI Web Services. The biggest slice of those fees will go to Hosts, with a
    percentage of every Host’s income paid to the Gateways that they are attached to. A smaller
    percentage is retained and dedicated to supporting the underlying connectivity of the
    network (the Ecosystem fund). A similar percentage is paid to the DADI team for the ongoing
    development and iteration of the platform, while Investors earn a percentage from all
    transactions and operational fees.

    Stargates are responsible for Consumer contracts and the collection of funds. They
    distribute tokens to Gateways who in turn distribute tokens to Hosts. Stargates pay into the
    DAO monthly and the DAO generates a special smart payout contract called Month Payout
    Contract (MPC), from which dividend payments are made to token holders, the Ecosystem
    fund and the DADI team.
    Members of the DAO can vote to change the following conditions:
    ● Commission percentage weighting between Miners
    ● Dividend size
    ● Ecosystem contribution
    Fees for the running of DADI through DADI+ Limited will be reviewed annually by the DADI

    The DADI team

     Senior leadership

    The founders of DADI have been working together for 18 years and have previously launched
    and sold businesses together, including Airlock, Symphony CMS and Web Marketing. They
    have worked in technology since 1998.

     Joseph Denne
    Joseph is the Founder & CEO of DADI, and the visionary behind DADI’s decentralized
    architecture and web services.
    He is an expert in multi-agent and blockchain technologies as well as big data and machine
    learning. He was responsible for Symphony CMS and has 20+ years experience developing
    data and content platforms.
    Joseph was previously Group Technical Director for the Leo Burnett Group, the Founder of
    Airlock (a multi-award winning technology company), the Technical Director at Chime
    Communications and a member of the technology board at the BBC. His work is known
    across the industry and has been recognised with multiple Webby, Lovie, Emmy, Sony and
    Bafta awards.

     Chris Mair
    Chris is a strategist and an early blockchain enthusiast, having first invested in Bitcoin in
    He is a founder of DADI and is the key architect behind the decentralized business strategy.
    Prior to DADI he was a partner at London based technology company Airlock, where he
    headed the strategy division.
    Before joining Airlock, Chris was the Global Head of Digital Technology for fashion brand
    Diesel where he was responsible for the development and implementation of the brand’s
    digital strategy across 33 markets worldwide.

    Will Lebens

    Will has been founding tech companies since 1998, specialising in content and data
    management. He leads the solutions and support teams at DADI, focusing on partnerships
    and the strategic implementation of DADI technology.
    Will was previously Managing Director for technology company Airlock, where he oversaw all
    client relationships – and sat on the Senior Management Council at Leo Burnett Group. He
    was also a Non-Executive Director for Symphony CMS.

    Paul Kingsley

    Paul is Chief Operating Officer at DADI, bringing COO and CFO experience from portfolio of
    digital, marketing and media companies and projects.
    He is responsible for operations and financial management at DADI.
    Paul also holds a variety of senior and consulting positions across a portfolio of digital and
    tech organisations including Code and Theory and Bright Analytics.

    Technology leadership

    James Lambie
    James is a Technical Director at DADI and is an experienced software/data architect.
    He has extensive experience in blockchain technologies, load balancing (nginx, nginx
    modules), containerization (Docker) and multi-agent tech (with a focus on Node.js, Go, C#,
    ASP.Net and PHP). He is responsible for the development of DADI’s decentralized cloud and
    web services layer.
    James was previously the Lead Developer for BBC Worldwide, a Lead Developer for Barclays
    bank (working on deep system integration and distributed data warehousing) and the Senior
    Developer at Synergy International (working in the networking space for NGOs).

    Francesco Iannuzzelli

    Francesco is a Technical Director at DADI with over 25 years of engineering experience.
    He is a systems security expert with experience across the stack, including in cloud and
    distributed networking. He specialises in network architecture design and oversees much of
    the core DADI product.
    Francesco previously held senior systems and consultancy roles with many organisations.
    He led the development of before joining DADI.

    Jo Biddulph
    Jo is the Technology Implementation Director at DADI and is responsible for the support of
    the growing portfolio of enterprise clients using the platform.
    She brings over 15 years product management, operational support and account handling
    experience to the role and previously led the delivery of Renault TV, a globally distributed
    platform covering 126 territories, delivering over 200,000 broadcast hours of content. At
    DADI she has led the delivery of 200+ products for Bauer Media.
    Jo was DADI’s second employee.

    Paul Regan
    Paul is the Product Director at DADI, responsible for the strategic development of the web
    services stack.
    He has many years experience of digital and content strategy for publishers and
    broadcasters, specializing in the application of discrete web services to enable real time,
    personalized experiences – a key feature of DADI technology.
    Paul joined DADI after working as a client to the business over many years, for brands
    including BBC Worldwide, Discovery Channel, Monocle, Haymarket and the BBC.


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