Interview with OSA DC Strategy Lead Maximilian Musselius

Maximilian Musselius is an Evangelist and Futurist for the FMCG retail market, and works in the capacity of OSA DC Strategy and Vision Lead. A graduate of Lomonosov Moscow State University, he easily converses in six languages. In addition, he serves as the Executive Director of Efficient Consumer Response (ECR) Russia.

Max created one of the most successful ECR units in the world, which lead him to take a position as the Co-chairman of ECR Europe. While leading ECR for the last decade, Max developed and implemented EDI technology for the entire industry in his region, launched the Master Data Catalog Initiative, and organized six annual blockchain conferences and seven separate quarterly working groups. CEOs and GMs of trade networks attended his training seminars at Marpro. Also, he developed the standards for best practices for ECR Russia and the FMCG industry.

Since 2008, Max has been grappling with a challenge that specifically plagues Russia’s retail industry: understocking in organized retail, which back then, affected 19% of all product inventory (ECR data). Russia was of the most afflicted countries in the world. In response, Max assembled a working group of ECR members to launch a pilot to work towards a solution.

Q: Hi Maximilian! Thank you for joining us today. Can you tell us more about yourself and how you got involved in the OSA DC project?
A: When I met Alex some years ago and we were discussing the potential of different services and needs for consumer goods industry, we realized there is a big need for modern solutions to solve the out of shelves issue. We found one solution that includes a real-time data, powered by machine learning and AI as these days those things are just started to evolve, so I’ve seen a big potential in developing that to the level of the service that OSA provides today.

Q: For those who are not familiar with the term, please briefly explain what is “optimal shelf availability”.
A: OSA DC stands for “optimal shelf availability”. It means that products should always be on the shelf and be available for consumers. The opposite side of this issue is “over shelf” or “over stock” which results in frozen money and inventory or product waste. Understocking and overstocking cost the global retail industry $500 bln annually. General inefficiencies and waste account for $100 bln of this, but the vast majority, some $400 bln, results from product shortages and understocking, as retailers lose potential revenue from stock-outs and product unavailability. OSA DC reduces this waste by uniting producers, retailers, and consumers with its blockchain-empowered solutions.

Picture with Blockchain in Retail

Q: Could you list the current problems of optimal shelf availability and tell us how you plan on solving them?
A: For consumers seeing an empty shelf in the supermarket means loss in sales for both – manufactures and retailers. Sometimes for manufacturers it’s even more critical because consumers can switch it to a different brand and maybe never go back. The OSA platform provides consumers with transparent product information and online assistant services, while OSA DC’s AI-powered ecosystem gives manufacturers and retailers the chance to collaborate effectively and optimize their business strategies.

Q: On the OSA DC platform, what is the role of the consumer, and how will the platform benefit consumers?
A: OSA DC is building a world, where consumers have real influence on the retail industry. The Consumer now becomes a decision maker, using their own data to lower prices, stimulating retailers to provide a better product quality, better delivery, and better service. Finally, consumers will have the ability to find available products listed on the platform based on their individual requirements, whether these come from diet, budget, etc.

Q: It is stated in the OSA DC whitepaper that 75% of consumers don’t trust product information or labels that promote standards like “healthy”, “organic”, “non-GMO”, “no preservatives”, “ethically produced”, “kosher”, “gluten-free“. Why is that so, and how can OSA DC improve trust?
A: Every product category has a wide range of product attributes, features, and specifications (e.g., organic, biodynamic, gluten-free, kosher, salt or sugar- free, safe for children, safe for pregnant women, no artificial flavorings or specific allergic components, manufactured without child labor, fair-trade, eco-friendly), and OSA DC finds them across the myriad providers and retailers on its marketplace.

Customer data creates the basis for alerts and forecasts for other customers, a practice which is compliant with international data privacy laws. OSA DC unites consumers into a single powerful community, giving them the power over the manufacturers and retailers of consumer goods, so that consumers can determine what products they really want, when, where, and at what prices.

Smart contracts protect interests of both data providers and consumers, as a unique set of KPIs, product ratings, and rewards are stored on the blockchain to secure them from manipulation. To ensure transparency, OSA DC offers a clear and simple solution: consumers will become one of OSA DC’s most valuable data providers, and they’ll have access to the same rights as any other data providers on the platform.

Q: The main issue you want to solve is unavailability of stock. How is the OSA DC solution different in this respect from the existing data analysis solutions used by retailers?
A: First of all, retailers count at the stock data and this information is not reliable, because all the data in the retail business is incorrect. For example, they are able to see that the product is in the store, but quite often it appears to be not on the shelf. Or neither on the shelf, no in the back store. Products might be stolen, spoiled or damaged. OSA will leverage cutting-edge technology (biosensors, shelf monitoring, machine learning, etc.) with its AI-powered services. In addition, the Blockchain will provide foolproof product tracking, while a series of smart contracts and KPIs will allow every member of the supply chain process to keep tabs on quality control and cross-check product information. AI and machine learning give businesses the ability to accurately forecast purchasing trends and respond to stock-outs, while the Blockchain will provide an immutable framework to track product movements, conditions, and inventory. So OSA DC can get data in real time from various sources, that makes our data analysis solution unique and reliable.

Q: What will the OSA DC ecosystem comprise (i.e. Wallet, Mobile App, Token etc.)?
A: OSA engages shoppers with a digital assistant, which provides unique data and rewards consumers for that data by granting them OSA Token. These OSA Tokens can be used to buy B2C services within the platform, receive special offers, and purchase products at grocery stores.

Q: Tell us about the business model for OSA DC, how does it work?
A: OSA decentralized is built on the already proven OSA Hybrid Platform, which is successfully delivering its services to over 20 retailers and manufacturers.
The protocol has helped the likes of Danone, Mars, L’Oreal, Coca-Cola, PepsiCo, JTI, Metro, and other leading consumer goods corporations to increase their profit margins by 5.4%.
All data providers – retailers and shoppers – will be rewarded with OSA tokens which they can convert to ecosystem services or to fiat. All information recipients (manufacturers, service providers, etc) will pay for the service provided by OSA ecosystem including its partner’s network (like app store)

Q: What can you tell us about the OSA token public presale politics (dates, terms, bonuses)?
A: We passed the 13M USD rubicon and are confidently moving towards the hard cap. Investments funds and early backers from various countries support OSA with investments: TaaS, Blockchain Capital, Osnova (Switzerland), Benrui Capital, Cobinhood fund. We are supported by major mining farms investments: UnU (Korea), Gigawatt (USA), XBlock (China) ICO bench 4.9/5, ICO rating STABLE + status, ICO scale – 4.9/5.
Seoul, Tokyo and Shanghai representative offices opened.
Forbes, CNBC, WIRED, Entrepreneur, ReadWrite, CCN, Coinnija, TokenDesk, CoinTelegraph spread news about OSA DC innovations so that our voices can be heard.

57 blockchain and retail industry events
100 000 + participants in the the OSA community
40 countries – participants
The sale will continue until the 31st of August or until the tokens are sold.

More information about OSA Token Sale can be found here:

Q: What has been your biggest challenge so far working on the OSA DC project?
A: Data is so much fragmented that it takes quite a while to combine it together, clean it and use it in a reliable manner. The assortment we are working with is huge – hundreds of thousands of items which change very often, so running and updating the catalogue becomes a challenge and takes a lot of efford.

Q: Moving on to more personal stuff, what does a typical day in your life look like?
A: Oh it starts really early. First think I do is checking my Social Media and emails, morning exercises. Trying to spend as much time as possible with my family and combine it with my daily work routine.