In simple terms, super applications are a marketplace of in-house and third-party services and solutions grouped under one umbrella. WeChat, Alibaba, and Alipay are the most well-known examples of such apps, which were all designed with Chinese markets in mind, and are now transforming the mobile marketing industry.
It is worth noting that, while the use of super applications is becoming increasingly prevalent in China, the trends are quickly spreading around the globe. Let’s take a look at the major factors for super applications’ success to keep track of their popularity in the mobile marketing industry.
China is recognised as a country with a mobile-first population since its inhabitants’ very first encounter with the Internet was through mobile devices. Due to the closure of the Google search engine in 2010, the country has little previous desktop experience. In addition, the smartphone market in Asia is far larger and less expensive than elsewhere on the planet.
So, how have these factors influenced the rise in popularity of super apps? The most influential aspect is that, not long ago, mobile devices had limited capacity, prohibiting users from installing various applications and encouraging them to install super apps, which combine a range of services and products in one spot.
73 percent of Southeast Asia’s population is unbanked, according to KPMG. The area is renowned for mostly processing internet transactions. In China, for example, there are few sites where you can pay with a credit card, but all businesses accept payments via WeChat and Alipay, the two mega apps described earlier.
Because the Chinese government was interested in discovering methods to interact digitally with 1.5 billion people, super applications received substantial official support that should not be ignored. The WeChat super app, for example, has a good possibility of replacing traditional ID documents. Furthermore, the WeChat and Alipay super apps provide access to hundreds of public services.
It’s no surprise that super applications have grown so popular in Asian nations for the reasons stated above. And, in Europe and the United States, the digitization of all procedures will almost certainly lead to the super app trend in these countries as well.
In terms of culture, most Asian countries have a lot in common. This has an influence on market homogeneity, allowing various firms to operate in several nations throughout the area while providing unified services. As a result, when super apps were first released, the need for the services they provided soon spread throughout the region, leading to the growth in the popularity of super apps in the mobile marketing industry.
Some regions, such as Europe, the United States, and Canada, have been more protective and cautious of personal data than others. Data is a major element of a super app’s effectiveness. The more data obtained, the better the services available to those who use it. As a result, super app developers will need to incorporate acceptable privacy parameters into their applications and resolve user concerns.
Apps must function for all consumers at all times. This entails turning physical-world thinking into digital-world thinking and vice versa. Removing barriers to inclusion will result in a more pleasant experience for everyone. Super applications will have to tread carefully in this area.
Many applications have the potential to improve the world, not simply from what they do, but also by how they do it. Is there a super app that collects services that consider their environmental impact? Consider a transportation service, does it contribute to global warming or does it use environmentally friendly choices such as electric cars? Is a super app increasing or decreasing waste due to bad product packing and shipping?
This year, there are a few apps that clearly fit into the “super” category and have demonstrated exceptional mobile marketing strategies- WeChat (Сhina), Go-Jek (Indonesia), Line (Japan), AliPay (China), Careem (Dubai), Yandex Go (Russia) and many more.
Super applications have become a worldwide phenomenon, affecting both the world and the mobile business. In many big nations, at least one app exists that aims to meet all of the user’s demands and make our lives simpler. However, given the current trend of privacy and data security, it’s unclear how widespread super applications will become in the future in the mobile marketing industry.
Super-apps like WeChat in China might occasionally fill the demand for a single window, but they can also stifle the growth of separate innovative businesses. Whether you’re advertising a super app or simply an app, ASO is still important in mobile marketing. Remember to work with keywords and visuals, as well as keep an eye on ranks and rivals. Create a promotion plan based on the most recent mobile statistics.
Super applications have the potential to revolutionise mobile marketing. On the other hand, they limit the number of single-purpose apps available. The drawback is that established enterprises and single-purpose applications may lose their user base as a result of this. Smaller businesses, on the other hand, may enter the mobile marketing industry through mini-programs or apps that are considerably quicker to establish and hence less expensive.
Super applications are a force to be reckoned with on a business and conceptual level, no matter how you look at them. If Western markets fall into line or even take moves toward centralised, friction-free app models, the whole mobile marketing industry will be transformed.