Market Size Reframed as P2D

Physical-to-Digital Infrastructure is a massive horizontal market

The common mistake

Most people define this market as:

  • NFC business cards

  • QR codes

  • Physical marketing tools

  • Isolated hardware products

This dramatically underestimates the opportunity.

The correct framing

P2D (Physical-to-Digital Infrastructure) is not a product category.
It is an infrastructure layer that turns any physical object into a programmable digital entry point.

If it exists physically, it can be P2D-enabled.

Market definition (P2D)

P2D includes:

  • Identity cards, badges, wearables

  • Products, packaging, retail shelves

  • Restaurants, menus, hospitality

  • Real estate, signage, billboards

  • Events, access, venues

  • Offices, campuses, enterprise assets

Hundreds of billions of physical surfaces globally.

Market sizing (VC framing)

TAM — Total Addressable Market

All physical objects that can become digital interfaces

  • Intersection of IoT, NFC, Physical Commerce, Offline-to-Online

  • Multi-trillion-dollar opportunity

Every physical surface is a potential digital interface.

SAM — Serviceable Available Market

Businesses digitizing physical presence

  • SMBs, retail chains, hospitality, real estate, events

  • Hundreds of billions in annual spend

SOM — Serviceable Obtainable Market

Initial focus (next 5–7 years)

  • Smart identity

  • Retail & hospitality

  • Events & signage

Multi-billion-dollar reachable segment with current distribution.

Why this market compounds

  • Physical objects are deployed once

  • Software, analytics, and data recur

  • Objects remain in place for years

  • Switching costs are both physical and digital

Distribution creates long-term lock-in.

Strategic insight (VC hook)

The internet scaled because URLs made everything addressable.
P2D makes the physical world addressable.

Expansion path

Start with:

  • Smart identity & SMBs

Expand into:

  • Retail networks

  • Brands & enterprise

  • Cities & physical infrastructure

Same platform. More surfaces.

OneTap

The Physical-to-Digital Infrastructure powering the next interface of the internet.

Bold thinking

  • Say: “We are not selling tags. We are selling addressability.”

  • Emphasize that hardware seeds, but software and data scale

  • If pressed on TAM precision:

    “We size bottom-up by surfaces, not users.”