Let’s downsize the number of apps
The apps on a smartphone are personal to each consumer and an insight into the needs and wants of the individual. Some of these apps assist with day-to-day needs, others are for convenience, news or simply entertainment. Our smartphones have become a part of us ... an extra limb we now would find hard to live without. These apps embody access to a world of food, to fitness, travel, shopping, endless entertainment and social contact. It can be overwhelming — looking at your own phone, what do you find?
If it is anything like mine, there are a multitude of apps spreading across countless categories. The only way to get a grip of them is to organise them in folders. But why do we have so many apps? Why is it so complicated to get the service you want fast and conveniently?
Been trending for a while
According to research conducted by Forbes Middle East, the average user in the UAE has over 10 social apps on their phones, which is the highest number globally. There is an upward trend. Google identified that in 2018 there was a 205 per cent year-onyear growth in app searches for “delivery” and “pick up”, 140 per cent plus for “grocery” and “pharmacy” app searches, and 120 per cent for restaurant apps including, ordering takeaway and the option to pay ahead.
For the Middle East consumer, apps that assist with convenience take precedence. We are always looking for ways to make our lives easier, whether for work or personal. They are a necessity.
The functionalities of an app considered most important can be boiled down to three components: 1. Efficiency and ease of use, 2. Solves a problem in everyday life, and 3. Is adaptive to consumer behaviour.
In order to stay relevant, it is important to evolve the brand and its offerings.
Serving multiple purposes
The pandemic might have slowed down some things, but certainly not the willingness to adapt to new tech. Careem identified the need and decided to accelerate the solution in order to be most helpful to consumers. The Careem Super App is the first multi-vertical technology platform app in the region to allow users a one-stop-shop to cater to a wide variety of requirements, offering, most importantly, saving time.
There is no need for 10+ apps: Tailored to the local needs, the Super App is providing all services under one roof. With a complete roll-out of the app across the region, the super-app focuses on three areas:
■ Mobility of people — everything to move people and get them to where they want to go;
■ Mobility of things — getting people the things they need when they need them; and
■ Mobility of money — a single and secure payment system for all their services. The super-app is set to be the tool for people with busy lives who want to spend time on what really matters and offering everyday essentials.
Our smartphones have become a part of us ... an extra limb we now would find hard to live without. These apps embody access to a world of food, to fitness, travel, shopping and social contact.