Checklist
Email is an unlikely candidate for being considered a super app. It is not owned by a single brand – it is an identity and an inbox. Messaging as a feature is already built-in to email. What Email 2.0 does is convert every email into a mini-app. So, while there may not be a single app with access to multiple services, the email inbox with support for AMP can provide a gateway to every conceivable service. Every brand can build its own mini-app in the emails they send. From search to browsing to chat, from cart management to making payments, from tracking deliveries to providing feedback – the possibilities of Email 2.0 are endless. AMP makes static emails come to life – thus elevating the power and potential of the inbox. The biggest boon is for eCommerce companies: by bringing the conversion funnel closer to the customer, it reduces friction and increases transactions. So, while the conventional definition of a super app may not apply to email, its Email 2.0 upgrade is versatile enough to fit the bill. It is up to marketers to leverage the interactivity AMP offers.
I asked ChatGPT to suggest criteria to determine if an app can be considered a super app or not. It provided a list of 10 questions:
- Multiple services: Does the app offer a wide range of services across different categories, such as e-commerce, ride-hailing, food delivery, bill payments, banking, and more?
- Integrated experience: Are the services provided within the app seamlessly integrated, allowing users to access them without having to switch between different apps or platforms?
- Single sign-on: Does the app allow users to log in once and use their account credentials across all the services provided within the platform?
- Cross-functionality: Does the app leverage user data across different services to provide personalized recommendations, promotions, and a tailored user experience?
- Large user base: Does the app have a substantial user base, making it a popular choice in the market it operates in?
- Partnerships and ecosystem: Does the app have a robust network of partnerships with various service providers and businesses, creating an extensive ecosystem for users to access within the app?
- Payment integration: Is there a built-in payment system that allows users to make transactions for various services within the app, simplifying the payment process?
- Scalability and adaptability: Can the app easily incorporate new services or features as the market evolves, without compromising user experience or app performance?
- Localization: Does the app cater to local preferences, languages, and regulations, ensuring that it meets the needs of the target market?
- Social features: Does the app include social features, such as messaging or sharing options, that promote engagement and communication among its users?
So, does Email 2.0 fit the bill? I continued the conversation with ChatGPT.
