How super-apps could change the mobile marketing landscape – Shubham Jha, Sales Manager, Adjust

When it comes to superapps, there’s no denying that they dominate the Asian market. In the past we’ve seen tremendous growth, where super-apps started with a single purpose to entice uptake and mass usage and then branched out to cover a mix of daily activities within a single tool. Unlike single-purpose apps which have dominated the market over the last 10 years, super-apps cover multiple verticals and often have a diverse user base, with everyone from business people looking to generate leads, to teenagers interacting with friends, to restaurant owners who use the platform to process digital payments and gather reviews.

The Indian super-app, Paytm, for example, has reached a level of sophistication where it 66 | AUGUST 2020 allows third parties to offer mini-programs or ‘applets’ within their app. Brands such as L’oréal or Nike create these mini-programs to market their products directly to the vast super-app user bases. Gaming companies have also started to publish downsized versions of their products, and it’s becoming more common for local shops to use miniprograms.

The unique selling point of a super-app that centralises so many functions is that you are able to complete multiple tasks or actions at one place. You don’t have to switch between programs or providers to get things done. This also means less registrations, less incidences of providing payment details, and an overall reduction of friction. If you need a haircut, you can find a hairdresser, book an appointment, and pay - all in the same app. The same goes for everything from plumbers to yoga instructors, tailors to teachers, and more.

What are the top super-apps on the market?

In addition to the aforementioned Paytm, there are numerous stand-out super-apps in South-east Asia. Gojek and Grab have evolved from ride-hailing apps into all-in-one services that allow you to manage everything from housekeeping to insurance. In Vietnam, the super-app Zalo can be used to apply for visas and other official documentation. Although Line (Japan) and Kakaotalk (Korea) actually run on an interconnection model, they can also be regarded as superapps. All of these super-apps are positioned brilliantly: Zalo, for example, has surpassed the 100 million mark. Demonstrating their impressive market potential, Grab, Gojek and Paytm have secured nine billion, four billion and three billion USD of funding respectively.

Are super-apps an Asian phenomenon?

With Google, Facebook and Amazon being less dominant in Asia, super-app developers were and are certainly better positioned to emerge as market leaders. Asian markets are also typically mobile-first, meaning super-apps hardly have to compete with existing desktop applications. In Cambodia and Vietnam, where banking infrastructure is lacking, many consumers are making the jump from cash to mobile payments

India’s super-app ecosystem is still in a nascent stage, but the revolution has certainly begun. Companies are starting to plan and act accordingly to determine the best ways to keep themselves on top of the game.

What do super-apps mean for the mobile industry?