It’s 2024 and there is an app available for just about anything. From automating workflows to managing your office tasks, app developers are taking innovation to the next level. It is all about how technology can be used to simplify lives and optimize time and for some people, the answer is super apps.
Gaining immense popularity in recent years due to the growing number of people demanding mobile-first experiences, it is predicted by Gartner that more than 50%[MN1] of the users will be actively using multiple super-apps in years to come.
However, you might not have heard about one around you because they have not gained any traction in the US. But times are rapidly evolving and change is afoot. Therefore, it is always a good idea to have a general know-how of the waves riding the world of tech. So let us get into the idea of a supper app, some examples and why does the US not have them yet.
What is a Super App?
Often associated with a digital version of a Swiss army knife, a super-app is an application that comes with multiple mini-applications that serve various purposes or services. As a cornerstone of convenience, a super-app provides an integrated experience to users and works to significantly decrease the inertia of switching apps.
Imagine you had one app to chat with a friend, book a flight, book a doctor’s appointment, buy movie tickets, shop, and more, seems so cool right? Now imagine how optimized your phone would become if it wasn’t filled with fifty different apps.
Super-apps are known to significantly decrease the risk on users’ personal data, as it is not distributed over a multitude of applications.
Users who have to use a different app for a different purpose can feel overwhelmed just like you and I would. Therefore, by consolidating multiple services and apps, especially ones that require financial transactions or online payments, users can attain a seamless experience due to quicker load times and a better user experience.
Since there are no super-apps functional in the US yet, this means you can feel frustrated too while dodging between different apps which can take longer to load due to a patchy internet connection. To mitigate that, you can get a high-quality internet connection like Spectrum, which is known to provide nationwide coverage.
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Even though super-apps have gained a lot of attention in Asia, Africa, and even Latin America, China has been the biggest market for super-apps. WeChat and AliPay are major examples of super-apps that come with a multitude of functionalities. AliPay is majorly a payment platform and enables users to:
- Pay their credit card bills
- Manage their bank accounts
- Do peer-to-peer transfers
- Top-up their mobile phones
- Purchase bus and plane tickets
- Order food
- Rent vehicles
- Get insurance plans
Are Super-Apps Not for the US?
Despite having a significant audience in Asia, super-apps have not reached the Western markets yet. Deloitterefers [MN2] to them as the ‘next frontier for digital engagement’ and they have the potential to revolutionize digital experiences, globally. However, super-apps have been addressing gaps that existed in the Asia, African, and Latin American markets. These gaps do not exist in the Western markets and the US.
The US customers’ behavior is significantly varied from the ones that are already using super-apps. They are used to single-app solutions for their digital experiences. Secondly, the digital financial landscape in the US already functions seamlessly.
Furthermore, the US and other Western countries have different sets of government regulations due to which the super-app concept cannot gain traction.
However, a rising trend that could attract a significant market in the US is theme-based[MN3] super apps. Theme-based super-apps allow customers to gain access to multiple services with a similar theme. Like food, finance, mobility, etc. Uber is planning to expand its services under the umbrella of mobility, like Uber for boats, delivery and possibly booking flights as well.
Some Major Super-Apps
Let’s discuss some major super-apps being used around the world, with a variety of services.
Tata Neu:
It allows users to buy from a range of brands, a range of products like clothes, gadgets, and appliances.They can also book flights and order food too, with a variety of other financial services like online payments and personal loans.
PhonePe:
It is a theme-based (financial) application for digital payments that allows you to pay your utility, phone, and credit card bills, pay for your online shopping, invest in mutual funds, etc. It has over 500 million users in India.
Gojek:
It is a multi-service tech platform that provides Indonesians with a plethora of services like delivery, ridesharing, shopping, food ordering, and much more.
Grab:
Started as a ride-hailing application like Uber, Grab now advertises itself as an ‘everyday everything app’. It caters to consumers, drivers, merchants, and enterprises with multiple services, tailor-made to suit their financial or business needs.
Wrapping Up
All in all, super apps are a great way to optimize your tasks, manage multiple accounts, and streamline your digital life. If you know of an app similar to the ones listed above, do share with us in the comments below!
