The Rise of Super Apps: How One App Can Do It All

As users’ needs and demands grow, technology keeps evolving to meet them. One such evolution is the rise of super apps, which have become popular in various parts of the world. These all-in-one applications offer a wide range of services within a single platform, reshaping how people use their smartphones and revolutionising the mobile marketing sector.

This article will explore super apps, why they are essential, how they work, examples of super apps, their impact on the mobile marketing industry, and their potential for future growth and innovation.

What are Super Apps?

A super app is a mobile or web application that combines many services into one platform. It is a multi-service tech platform that offers a range of core features and independent mini apps that users can access within the main app.

These mini apps may include social networking, e-commerce, banking, messaging, food delivery, ride-hailing, bill payments, and online shopping, offering users a seamless and convenient experience. A super app is composed of multiple modular features which can perform as independent single-purpose applications. Famous examples of super apps include WeChat, Grab, and Gojek in Asia, as well as LINE in Japan and KakaoTalk in South Korea.

The Rise of Super Apps

Super apps have gained notable popularity in Asia because they simplify users’ lives. With the increasing number of apps on people’s smartphones, super apps combine many services in a single app, enhancing convenience and boosting engagement and loyalty. The rapid growth of smartphones and internet in Asia creates an ideal environment for super apps.

But, while super apps have gained popularity in Asia, Africa, and Central America, they have yet to be adopted in North America. It is because popular services like Amazon, Facebook, and Google were established before smartphones became the norm, and they have since developed separate mobile apps instead of transforming into super apps. Additionally, integrating more features into an app can degrade performance and harm user engagement.

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Stats and Facts about Super Apps

Gartner expects that by 2027, more than 50% of the global population will be active users of multiple super apps daily. The super app concept will also expand to include enterprise mobile and desktop experiences, such as workflow, collaboration and messaging platforms.

According to the World Economic Forum, with low-end smartphones accounting for 85% of all smartphones shipped into Africa at the start of 2021, super apps make African online lives less complicated.

According to the Havard Business Review, a 2022 consumer survey found that 72% of U.S. respondents would be interested in using a super-app.

According to this source, in a survey of users conducted in January 2022 in four of the leading global markets (Australia, Germany, the United Kingdom, and the United States), almost half of the respondents reported being slightly or somewhat interested in using a super app. In comparison, 29% of respondents reported not having an interest in using an Omni-comprehensive mobile application whenever this becomes available. Additionally, 25% of respondents reported being very or extremely interested in a super app.

How Super Apps are Changing the Mobile Marketing Industry

Super apps provide a cost-effective and convenient way for users to access multiple services in one application. Super apps can serve as a central hub for various functions, catering to the growing number of smartphone users worldwide.

Super apps start with one core service and expand to include various mini services. For example, Gojek, a famous super app, began as a motorcycle ridesharing app before incorporating over 20 different services, such as shopping and delivery. These apps serve as the front-end platforms where internal and external developers can publish mini apps.

• Data-Driven Marketing: Super apps gather vast amounts of user information, enabling businesses to customise targeted and personalised marketing campaigns. By analysing user habits, preferences, and backgrounds, marketers can fine-tune their strategies and connect with their ideal audience using effective messaging. Brands can launch data-driven marketing campaigns within the Grab ecosystem using GrabAds, increasing their chances of engaging and converting users into customers.
• Partnerships and Collaborations: Super apps often form partnerships with local businesses, creating mutually beneficial relationships. Through strategic alliances, companies can expand their reach, boost customer base, and enhance brand visibility. Additionally, super apps can offer a wide range of extra services through partnerships, attracting more users to their platform.
• Cross-Promotion of Services: Super apps allow companies to offer multiple services in one app, enticing users to explore different categories. For instance, when users order food, they may receive a suggestion to book a ride within the same app. This cross-promotion strategy can boost revenue and improve user engagement.
• Subscription Models: Super apps have introduced different subscription models to generate revenue. For example, Grab offers GrabUnlimited, a subscription-based model that provides users with exclusive discounts and benefits across its services. This approach creates revenue and boosts customer loyalty by delivering added value.
• Reduced Friction and Lower Risk for SMBs: The centralised structure of super apps reduces the risk for small businesses in the mobile market. By integrating their services into an existing super app, these companies can avoid the challenges of developing and promoting a standalone app. Platforms like Gojek in Indonesia provide small businesses access to a large customer base and reduce delivery infrastructure costs, fostering growth and innovation.

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Challenges of Super Apps

There are challenges associated with adopting and developing super apps. Regulatory concerns about data protection and privacy can hinder popularising super apps. Intense competition between single-purpose app providers can also impede the growth of super apps, as users may already prefer using separate apps for different services. Additionally, individual user preferences and habits may limit the adoption and retention of super apps.

The Future of Super Apps

The super app trend is expected to continue growing, with more players entering the market and current players expanding their services. The unique characteristics of various markets, such as large populations, diverse cultures, and fast technological adoption, make them ideal for the flourishing of super apps. Super apps boost financial inclusion with digital wallets and mobile banking.

Conclusion

Super apps have revolutionised how users access many services on a single platform. While they have gained popularity in certain regions, their adoption and development face challenges. Still, super apps offer convenience, customisation, and a wide range of functionalities, making them an attractive option for users and businesses in the digital economy.

Super apps have also revolutionised the mobile marketing industry by providing users with a seamless, user-friendly experience and offering a wide range of services within a single platform.

As the super app landscape evolves, companies that adapt and innovate will be well-equipped to leverage its opportunities. The success of super app giants like WeChat serves as a testament to the immense potential of super apps in reshaping the mobile marketing industry globally.

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Frequently Asked Questions (FAQs)

What Is the Biggest Super App?

According to a CNBC article, the biggest super app in the world is WeChat. Chinese technology giant Tencent runs it and has over 1.3 billion users. WeChat is an instant messaging app like WhatsApp, but it also has payments and users can access other apps, such as e-commerce and banking.

What Are the Super Apps in Africa?

Some of the super apps that are making their mark in Africa include:

• M-Pesa: M-Pesa is a mobile money transfer service launched in Kenya in 2007. It has since expanded to other African countries and has over 40 million active users.
• JumiaPay: JumiaPay is a payment platform launched by Jumia, an e-commerce company operating in several African countries. It allows users to pay for goods and services online and offline.
• Squad by GTCO: Squad is a mobile banking app launched by Guaranty Trust Bank (GTBank), a Nigerian bank. It allows users to open accounts, transfer money, pay bills, and buy airtime.
• SafeBoda: SafeBoda is a ride-hailing app that operates in Uganda and Nigeria. It has since incorporated e-commerce and financial services in its app.
• Gozem: Gozem is a super app in several African countries, including Togo, Benin, Gabon, and Mali. It offers ride-hailing services, delivery services, and mobile payments.
• Gokada: Gokada is a ride-hailing app that operates in Nigeria. It offers motorcycle taxi services and has since expanded into delivery services.

These are some of the super apps that are making waves in Africa.

What is the Most Popular Super App in Africa?

The most famous super app is M-Pesa. The 15-year-old platform has 51 million users across seven countries, including Kenya, Ghana, and Egypt. M-Pesa provides ticket booking and delivery services alongside its mobile money offerings.

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What Are the Benefits of Super Apps?

The rise of super apps has revolutionised how we live our daily lives. Super apps, also known as all-in-one apps, have gained tremendous popularity, especially in the Asian market. These apps offer various services, going beyond their primary function, which has disrupted traditional market dynamics. One of the key features of super apps is the integration of additional services, such as online payments and food delivery services, making them incredibly convenient for users.

Super apps have managed to capture a large audience and establish themselves as indispensable tools in people’s daily lives by offering diverse services within a single platform. Instead of switching between multiple apps for different needs, users can now access various third-party services through a single app. Whether it’s ordering food, making payments, or booking a ride, super apps provide a seamless experience that saves time and effort.

The success of super apps lies in their ability to adapt to regional differences and cater to the specific needs of different markets. In the Asian market, for example, super apps have become deeply ingrained in the daily lives of millions of users. They have diversified their offerings to include services like grocery shopping, ticket booking, and even healthcare. This diversification has made super apps more relevant and created new opportunities for businesses to reach customers in unique ways.

One of the key factors driving the popularity of super apps is the convenience they offer in handling online payments. With integrated payment systems, users can easily make transactions within the app, eliminating the need to switch to different payment platforms. This has made online transactions more secure and accelerated the adoption of digital payments in regions where cash was once dominant.

Furthermore, super apps have played a significant role in the growth of food delivery services. By partnering with local restaurants and delivery providers, these apps have made it incredibly convenient for users to order food from their favourite eateries with just a few taps on their smartphones. This has boosted the food delivery industry and enabled small businesses to reach a wider audience and increase their sales.

The rise of super apps has transformed how we access a variety of services, making our lives more convenient and streamlined. Whether it’s making online payments, ordering food, or accessing a myriad of other services, super apps have revolutionised the market dynamics. With their diverse offerings and adaptability to regional differences, these apps have become integral to our daily routines, reshaping how we engage with technology and enhancing our overall digital experience.

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Here are some of the benefits of super apps:

1. Increased Revenue Growth: Super apps, due to their broad functionality, usually attract more users, directly affecting the company’s income.
2. Greater Customer Engagement: Super apps combine many features, and users do not need to download many apps to perform daily tasks. This can lead to greater customer engagement.
3. Improved Customer Loyalty and Stickiness: Super apps can improve customer loyalty and stickiness by offering a range of services within a single platform.
4. Economies of Scale: Super apps can help achieve economies of scale and leverage the network effect of a more extensive user base and multiple mini app teams.
5. Improved User Experience: Super apps can improve the user experience by enabling users to activate their toolboxes of mini apps and services.
6. Inclusivity: Making an app accessible to everyone to provide equal opportunities is essential for modern super apps. Since users vary in age, gender, technical knowledge and ability, a super app should be accessible to everyone, making it easy for them to perceive, understand, navigate and interact.
7. Data Privacy: The concentration of financial services within one app can be a dream for hackers. After downloading, an open system can grant access to sensitive customer data and valuable assets like money. Companies should ensure their super apps are secure against fraud and threats like man-in-the-middle attacks while maintaining a smooth and frictionless customer experience.
8. Social Responsibility: Social responsibility has become essential to business. The growing number of mobile app users made society understand these super app companies can influence the users’ ways of living and their attitude towards global issues.

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