The global

The "super app" concept has been gaining popularity across the world, and even the pandemic could not change that calculus. Yandex, Russia's leading tech company, has just emerged as the latest participant in this global race.

A "super-application" is the digital equivalent of a physical cluster of businesses for which proximity enables improved collaboration across operations. It creates an ecosystem where the user's time is monopolized and there is no need to use a variety of apps. As a result, there is a consensus that by building a "super app," a big tech firm can grow and beat the competition.

The model has been rapidly growing in emerging markets such as China and Southeast Asia, and also across the United States.

In China, WeChat is a classic example of a super-app that many Chinese find indispensable. In addition to its basic function of sending messages, it can order food, convey daily transactions