[et_pb_section fb_built=”1″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”||0px|||”][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”0px|||||”][et_pb_row _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”0px|||||”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_post_title meta=”off” _builder_version=”4.6.6″ _module_preset=”default”][\/et_pb_post_title][et_pb_text _builder_version=”4.6.6″ _module_preset=”default” min_height=”75px” custom_margin=”50px||0px||false|false” custom_padding=”||24px|||”]<\/p>\n
With over 3.8 trillion hours spent by consumers using mobile apps in 2021, it is not surprising that Super Apps are peaking everyone\u2019s interest.\u00a0 For the consumer, the appeal comes from having an array of services (messaging, delivery, shopping, financial services, etc) easily available in one app with a seamless payment option.\u00a0 For a companies, a Super App touts a whole new business model allowing more revenue streams from a large diverse number of services, all centered around a native payment system.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.6″ _module_preset=”default” min_height=”66px” custom_margin=”50px||0px||false|false”]<\/p>\n <\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.6″ _module_preset=”default” min_height=”262px” custom_padding=”0px||10px||false|false”]<\/p>\n As Super Apps are widely popular in Asia, it is here that we can find the most mature and successful examples.\u00a0 There are essentially two main models for Super Apps.\u00a0 The first model is a single app with multiple features that are often made possible by a native payment system.\u00a0 Users can access and pay for all services without having to leave the application.\u00a0\u00a0 An example is Gojek (Indonesian), which originally started in 2009 as a call center to connect consumers to courier delivery and ride-hailing services.\u00a0 Today, the Gojek app allows you to order food, buy groceries, book any kind of mobility service, buy movie tickets, pay utility bills bills and send money to friends.\u00a0 That is just naming some of the services available with Gojek.\u00a0 The user only needs to log into the Gojek, enter their payment methods, and the user can access the platform of over 20+ services instantly.<\/span><\/p>\n Super Apps in China take a different approach.\u00a0\u00a0 Mobile payments and mini programs are the key features.\u00a0\u00a0 Two popular examples are WeChat (originally a messaging service) and Alipay (originally launched as a digital wallet). \u00a0\u00a0These Super Apps are single applications with several functionalities, which allows third party applications to be nested on the platform thanks to a \u201clight\u201d and streamlined version of the application.\u00a0 These means the mini programs are loaded when the end user requires it, which is authorized by the Super App.\u00a0\u00a0 These \u201cApps within Apps\u201d allow users to access third-party services without leaving WeChat or Alipay and downloading a separate app.\u00a0 \u00a0\u00a0This gives the users all the convenience of accessing a diverse number of services (paying utility bills, nanny hire, food order delivery, pay hospital bill, etc) without leaving the SuperApp and most importantly, the user only needs one payment platform to pay for these services.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”0px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.6.6″ _module_preset=”default”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.6″ _module_preset=”default”]<\/p>\n Alipay originated in in the payment ecosystem, mainly developing its consumer-to-merchant payments ecosystem with major e-commerce and retailers in China.\u00a0 Tencent owned WeChat, on the other hand first started off as a messaging system and its payment inroads started with peer-2-peer payments, but has now grown to integrate a wide variety of payment services online and offline.\u00a0\u00a0 Some examples include generating a QR code for in-store purchases for the merchant to scan, make a transfer, split a bill, do a mobile top off, or pay utilities.\u00a0 \u00a0As diverse as the services are, payments play the central role by facilitating the entry point to these various services while ensuring engagement so users never have to leave the Super App.\u00a0 In fact, mobile payments are the top activity for Super Apps at nearly 90%.<\/span><\/p>\n \u00a0<\/span><\/p>\n Beyond payments are any services that a third party wishes to develop to run on WeChat\u2019s platforms, essentially adding WeChat any industry\u2019s ecosystem with their payment platform.\u00a0\u00a0 Some western companies, such as Starbucks, has integrated into the WeChat Wallet.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.6.6″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.6.6″ _module_preset=”default”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.6″ _module_preset=”default”]<\/p>\n As popular as SuperApps are in Asia, they have not taken as strong as a hold in U.S. or Europe, despite some western companies, such as Starbucks, which has recently integrated into the WeChat Wallet.<\/span><\/p>\n There are several reasons behind this.\u00a0 First is that Asians are far more heavy users of their smartphone, as they essentially skipped the computer-based internet revolution and went directly to smartphones.\u00a0 Secondly, a lower access to banking services in Asia contributed to the adoption of mobile payments.\u00a0 In fact, some stores don\u2019t accept payment cards but nearly all accept WeChat or Alipay payments.\u00a0 Finally, a strong government encouragement played a strong role, which allows the government to keep a digital contact with their population by offering access to public services via Super Apps.<\/span><\/p>\n The western model of Super Apps is quite different.\u00a0 It mainly consists in developing an increasing number of services\/features in already existing applications, already built with all privacy regulations in place.\u00a0 The issue of data protection and privacy is of particular importance to customers in Europe and regulatory requirements are stricter.\u00a0\u00a0 Higher access to banking services means that consumers have built as stronger relationship with their banks compared to emerging economies.\u00a0<\/span><\/p>\n Nonetheless, some western big names are dabbling in the Super App arena, albeit a much more restrictive model.\u00a0\u00a0 PayPal launched its first version of a Super app, offering bill pay, P2P payments, a digital wallet, shopping tools, and cryptocurrency capabilities. \u00a0\u00a0It also developing bank partnerships to offer savings accounts.\u00a0 Uber has announced its Super App ambitions, mainly in mobility by adding train, bus, plane and car rentals to their U.K. app via software integrations with mobility partners.<\/span><\/p>\n Although this is certainly a first step, it is a far cry from their Asian counterparts.\u00a0\u00a0 When a consumer needs to book a taxi, order a meal, access a museum audio guide, pay the rent and book movie tickets, it would be a major shift in western consumer behaviour to think of one player as their only go-to app.\u00a0 Nonetheless, the average person has 80 apps installed on their phone but use an average of 9 on a daily basis.\u00a0 \u00a0\u00a0The western model may not be all encompassing, but they don\u2019t necessarily need to be.\u00a0 One thing the Asian models mastered is the seamless payment journey, and this is a consumer expectation that is common.\u00a0 The western SuperApp has the opportunity to put payments in the forefront and enjoy the same consumer engagement benefits.<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.galitt.com\/wp-content\/uploads\/2022\/12\/Super-App-ENG.png” alt=”Super App ENG” title_text=”Super App ENG” align=”center” _builder_version=”4.6.6″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.6.6″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_blog fullwidth=”off” posts_number=”3″ use_manual_excerpt=”off” excerpt_length=”0″ show_author=”off” show_categories=”off” show_excerpt=”off” show_pagination=”off” _builder_version=”4.6.6″ _module_preset=”default” custom_margin=”20px||||false|false” border_width_all=”0px” box_shadow_style=”preset1″ box_shadow_blur=”14px” box_shadow_spread=”-5px” box_shadow_color=”rgba(0,0,0,0.15)” locked=”off”][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section fb_built=”1″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”||0px|||”][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”0px|||||”][et_pb_row _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”0px|||||”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_post_title meta=”off” _builder_version=”4.6.6″ _module_preset=”default”][\/et_pb_post_title][et_pb_text _builder_version=”4.6.6″ _module_preset=”default” min_height=”75px” custom_margin=”50px||0px||false|false” custom_padding=”||24px|||”] With over 3.8 trillion hours spent by consumers using mobile apps in 2021, it is not surprising that Super Apps are peaking everyone\u2019s interest.\u00a0 For the consumer, the appeal comes from having […]<\/p>\n","protected":false},"author":2,"featured_media":24672,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[150,37],"tags":[],"class_list":["post-24646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deb","category-uncategorized-en"],"yoast_head":"\nWhat makes a Super App so super?<\/strong><\/h2>\n
Payments at the front stage for Super Apps<\/strong><\/h2>\n
The future of Super apps in the West<\/strong><\/h2>\n