Apps were a revolutionary concept when they were first introduced. But what if, instead of switching between several different mobile apps, you had a one-stop portal for most of your needs? Well, it already exists, and it’s called the “super app.”
The term super app is now in the headlines thanks to someone who is also always in the headlines – Elon Musk.
Elon owns Tesla, which has the connected-car Tesla app; his acquisition of Twitter just closed, and he was a co-founder of PayPal. Musk is super smart and super rich, and he is talking about super apps.
What’s So Super?
A super app allows you to access several services from one application. It provides end users (customers, partners, or employees) with core features plus access to independently created miniapps.
The super app name was first used to describe WeChat because it is a single app that offers a combination of messaging, payments, and e-commerce. WeChat has 1.3B users in China alone, and I’ve seen statistics that Chinese users spend as much as a third of their time awake on WeChat.
Guess what? That’s not a crazy statistic. China limits viewers’ options; they block Google, Twitter, Facebook, and others. Also, Chinese people are no different from US citizens. The average US adult spends over six and a half hours a day online – that’s 40% of awake time.
Super Service
These super apps typically start with one service before adding other services. For example, Grab is a top app in Southeast Asia. It began as a ride-hailing app and now offers food delivery, travel bookings, package delivery, and more. In the US, we need to use Door Dash, Uber, UPS, Expedia, Apple Pay, etc., for those services.
Say Yes to Super
People are overwhelmed by keeping track of different devices, apps, and platforms, but do people in the USA want super apps?
PYMNTS, a publisher of news and analysis in the fields of payments, retail, fintech, financial services, and the digital economy, surveyed consumers to answer this question:
- 67% of those surveyed want a super app to manage their digital activities
- 45% of millennials want the convenience of connected experiences via a single entry-point
Is Super Suitable?
Experts are split about the acceptance of the super app here. US cultural, regulatory, and consumer trust barriers are very different from other global regions. We are on high alert about data privacy and security. We also have access to literally millions of apps via Google and Apple.
Interestingly, PayPal launched its self-proclaimed super app in September 2021. It is filled with shopping and financial features. PayPal’s super app has proven Its ability to be a one-stop shop for merchants and consumers, and at least for right now, solidifies PayPal’s reputation as a payment giant.
Super Solutions
This trend is likely to evolve and expand into all of our businesses. UCaaS applications offer combined digital communication and collaboration tools like chat, voice, text, video, messaging, and emailing within one application. And, at iTelecom, we like to think that we are already providing super solutions to super customers.
