# Enterprise churn comes from missing web3-native, non-custodial infrastructure

- **Speaker:** Greg Osuri
- **Attribution:** attributed
- **Said:** 2022-10-04
- **Theme:** Crypto & DePIN — https://www.gregosuri.com/predictions/crypto-depin/
- **Source:** It Just Works: Letting Mainstream Firms Plug Into Crypto - Messari Mainnet 2022 (Messari)
- **Watch at:** 00:07:13 — https://www.youtube.com/watch?v=Vvn-WmSXB7c&t=433s
- **Canonical:** https://www.gregosuri.com/predictions/crypto-depin/2022-10-04-enterprise-churn-comes-from-missing-web3-native-no-ppl5/
- **Cite as:** Greg Osuri, "Enterprise churn comes from missing web3-native, non-custodial infrastructure," It Just Works: Letting Mainstream Firms Plug Into Crypto - Messari Mainnet 2022 (Messari), 4 Oct 2022, 00:07:13. https://www.youtube.com/watch?v=Vvn-WmSXB7c&t=433s

## Quote — verbatim

> The real challenge is really engaging with enterprise customers in a fully non-custodial way. In a non-custodial system you do not have the observability infrastructure, you do not have the engagement infrastructure... you don't have notifications, for example — how do you really engage a user without an email? There's just a lack of traditional on-ramp, off-ramp, notifications infrastructure to engage with the typical enterprise customer... most of the churn comes from this lack of web3-native infrastructure.

## Context — site annotation, not spoken

Answering the biggest-obstacle question for non-financial crypto use cases like cloud computing.