ICO Analysis: Electrify.Asia


According to the Globalist, “developing countries in Asia are now entering their most energy-intensive phase of development. In line with rising living standards, they increase their consumption for industrialization, infrastructure, transportation and development.”

Analysts expect that by 2030, half of the demand in energy markets will come from China and India – the other countries in Asia will also make up significant percentage of demand. With this in mind, Asian countries will need to provide consumers with energy security at affordable prices. If they don’t, they won’t be able to meet the burgeoning demand of their rapidly growing populations. However, energy security at affordable prices is very difficult to accomplish.

In light of this, Electrify.Asia is looking to capitalize on Asia’s growing energy security needs. The company aims to “enable the decentralization of power production and bring the power of choice to the consumer.” Essentially, Electrify.Asia is using blockchain technology to disrupt the massive energy industry in Asia by providing both transparency and lower prices to consumers.


The Electrify.Asia token (ELEC) will be implemented using the Ethereum ERC20. ELEC holders generate value from the token in three ways: (1) loyalty rewards for consumers, (2) the ability to pay transaction fees, and (3) the ability to pay listing deposits for access to Electrify.Asia’s ecosystem.

According to the white paper, 54% of the funds raised will go towards development, technology and research, 20% towards staffing (HR), 10% towards legal and accounting, 10% towards business development and partnerships, and the rest of the pot (6%) towards operations.

ELEC tokens are valued at $0.08 per 1 ELEC token. The total amount of tokens to be sold is capped at 375,000,000 ELEC. However, the total token supply will capped at 750,000,000 ELEC. The token distribution is as follows: 50% for token sale, 18.4% for team and future members (vesting: 50% at each 6 month interval), 9.0% for advisors and partners, 18.5% for treasury and community development, and 4.1% for airdrop to the community.

The company has not yet stated its intention to list the ELEC tokens on any major crypto exchanges.  


Electrify.Asia’s core team consists of two senior executives, three business development professionals, two developers, and an operations professional. As compared with the majority of ICOs, Electrify.Asia has a relatively solid team.  

The company’s CEO, Julius Tan, was previously a Solar Research Engineer at the National University of Singapore and an energy trader at an unspecified energy company. Tan has also held a variety of positions at the Singapore Economic Development Board, Standard Chartered Bank and Schlumberger. Additionally, Tan received a BA and MA in Engineering at the University of Cambridge. The company’s COO, Martin Lim, is a 20+ year veteran of the mass communication industry. Lim has worked at a variety of companies including: InMobi, HTC, StarMedia, and Sunseap Energy.

The company’s advisors include the CEO of Omise, a VC executive, a solar executive, an AI/ML researcher, a software engineer, and a compliance executive.


Electrify.Asia presents a highly speculative buying opportunity for investors interested in long-term capital appreciation.  

Energy security is the foundation for developing Asia’s economic transformation, prosperity and development. By decentralizing energy markets across Asia, the company will provide a much needed reform that will lower costs and bring energy security to many emerging market consumers.

However, the primary concern is market adoption across developing Asia. While Electrify.Asia’s technology has a strong potential to be adopted across the developed countries in Asia-Pacific (Japan, Singapore, South Korea and Australia), developing countries across Asia are likely many years away from accepting the technology that the company offers.

Basically, there’s a lot of risk for the company in the developing countries across Asia. In contrast, developed countries in the Asia-Pacific region will likely be open to using the technology. While Electrify.Asia has a strong chance of being successful across developed markets, the company will face many tough hurdles in expanding into some of their target markets (such as: Philippines, Thailand, Vietnam, Thailand, China, India, etc.).


Scaling across Asia is a long and costly process. Each country requires localization, on-the-ground teams, and extensive regulatory compliance. The company’s team may be underestimating the total time and cost of their overall strategy – it’s likely to be much greater than expected. -2

Energy markets in South East Asia are highly regulated and still have infrastructure gaps. While Singapore may be the first country in the region to liberalize its energy market, developing countries (such as: Philippines, Thailand, Malaysia, Indonesia, etc.) still lack the infrastructure to be able to do so. Meaning, the company’s technology may be too early for their target markets. -2

Beyond technology risk, market adoption risk runs high for Electrify.Asia. Unless governments across Asia liberalize their energy markets, there is no incentive for energy companies to adopt the added expense of using Electrify.Asia’s platform/ecosystem. -1

Localization in emerging markets will require the company to be able to accept over-the-counter cash payments – many emerging market consumers do not use or have access to credit cards. This will require many strategic partnerships across Asia and is not mentioned as a strategy in the white paper. -1

Growth Opportunity:

Provided the company can successfully scale across Asia, the company will benefit from a large and diverse customer base that is increasingly becoming wealthier and larger (relative to the anaemic growth in the West). With this in mind, global spending by the middle class is expected to reach $35 trillion by 2020 and $56 trillion by 2030 – over 80% of this growth is coming from Asia. Asia’s emerging middle class is shifting the world’s consumer spending paradigm (they’re demanding higher transparency) – Electrify.Asia will be a prime beneficiary of this shift, since energy markets are currently opaque. +4

According to the Asian Development Bank, “annual energy expenditure in Asia is expected to grow from US$700 billion to $US1.6 trillion by 2035.” The company stands to benefit from a large, rapidly growing market that is characterized by significant greenfield opportunities and long-term growth potential. +4  

As developed markets in Asia liberalize their energy markets, Electrify.Asia doesn’t have any real competition to tend with. Basically, the company will benefit from a significant first-mover advantage. +4


Electrify.Asia has a great vision and a solid team, however the company’s technology may be too early for many developing countries across Asia. Provided the company can shift focus to solely the developed countries in the Asia-Pacific region (Japan, South Korea, Australia and Singapore), the company will have a strong potential to become successful.

Beyond technology risk, execution risk and the amount of capital needed for large-scale geographical expansion is being understated by the company – a hard cap of $30M isn’t nearly enough. Additionally, there’s a lot of unanswered questions related to the company’s business development model and approach to strategic partnerships.

Overall, even though technology, market adoption, and execution risk runs high, the company still stands a chance to be the dominant player in the newly liberalized energy markets across developed Asia.

Against this backdrop, we believe that a score of 6 out of 10 is warranted.

Investment Details:

  • Type: Crowdsale
  • Symbol: ELEC
  • Pre-Sale: N/A
  • Public Sale: February 23, 2018
  • Payments Accepted: ETH

Disclaimer: The writer has no position in Electrify.Asia at the time of writing.