Making the decision to invest in and evolve the technology that drives your business can be the hardest part of your digital transformation journey. This is because it represents an organization’s new desire to embrace change and sharpen its competitive edge, but there are also new tools out there available to help accelerate and amplify how organizations reach their transformation goals.
One of the most powerful and versatile tools is super apps, which introduce a new way for your organization to communicate with and orchestrate your customers’ interactions with your brand’s products in a unified mobile application. And, in this increasingly mobile world and connected economy, introducing a super app is not only a differentiator but also opens up the possibility to engage with new types of customers in a way that balances security and convenience.
Thanks to advancements in the technology and new players in the market, developing a super app went from a multiyear and costly investment to one that is obtainable for almost any organization, regardless of their industry or scale. For example, super apps are already being used in the following industries:
Banks’ mention of super apps in their annual reports has increased more than sixfold between 2019 and 2021.
This report is a result of a yearlong digital radar research process and aims to provide a clear picture of the current state of super apps that are emerging globally.
Learn more about how super apps can amplify your digital transformation
What is a Super App?
Super App Conversation Size
People all over the world have been discussing the super app market and its players. The fact that the volume has doubled since the start of 2022 shows us that this trend is an exponential one.
In the last 12 months, super apps have had:
The conversation is ignited by English-speaking people belonging to the 25-34 age group who are entrepreneurs, executive managers, and investors. Geographically, the U.S. dominates the data. A whopping 60 percent of the super app conversation is being held by those in this demographic in the U.S., followed by India and Indonesia.
Social Media Conversation Size
The conversation on social media has just started. After our one-year research period, we saw an undeniable fact: Social media, specifically Twitter, is overflowing with buzz around super apps.
Social media audiences are quickly discovering the concept of super apps and are interested in learning more. The messages are clear: The ideal timing for super apps as an investment opportunity is now.
Conversation Volume on Twitter in the Last Year
Current Twitter Volume
Potential Twitter Reach
Online News Radar Conversation Size
Super apps have been a hot topic on digital news outlets throughout the entire year.
We found that traditional media outlets are viewing the super app ecosystem more from a business perspective, focusing on customers, user acquisition costs, and the business models that may arise with them. This gives businesses investing in super apps the opportunity to capitalize on this growing area of technology news coverage.
Current News Radar Volume
News Radar Engagement
Potential News Radar Reach
Current Players in the Super App Space
Al Hilal Bank
South East Asia
Revenue Opportunities for Super Apps
In recent years, Southeast Asia is mirroring China’s economic trajectory with a corresponding spike in the popularity of super apps. Progress is also being seen in Latin America, India, Africa, and other parts of Asia. The United States is still in the early stages of adoption, presenting new opportunities for businesses to tap into new revenue and growth channels.
What Experts are Saying About Super Apps
“Despite all their convenience and benefits, super apps pose new security and privacy challenges to both users and service providers. The foundational prerequisite for providing a trustworthy super app lies in having the capability of creating a perfectly delicate balance between user experience and security.”
“Millennials and Gen Zers organize almost everything in their daily lives with smartphones and would rather use an app than visit a bank.”
“The winners of the super app revolution will not be the fastest, the biggest, or the most famous. Rather, it will be those who provide the best usability in the most secure way.”
“Super apps offer enterprises a composable solution, leveraging a modular framework to rapidly develop and deploy features and updates while delivering customized experiences.”