Super App – 1
What exactly is a super app?
Wikipedia: “A super-app (also written as super app or superapp) is a mobile or web application that can provide multiple services including payment and financial transaction processing, effectively becoming an all-encompassing self-contained commerce and communication online platform that embraces many aspects of personal and commercial life. Notable examples of super-apps include Alipay, Tencent’s WeChat in China, and Grab in Southeast Asia. For end users, a superapp is an application that provides a set of core features while also giving access to independently developed miniapps. For app developers, a superapp is an application integrated with the capabilities of platforms and ecosystems that allows third-parties to develop and publish miniapps.”
Gartner: “A superapp is like a Swiss army knife — with a range of component tools (miniapps) that the user can use and remove as needed. Superapps are trending because users, especially the younger generation born in the age of smartphones, demand mobile-first experiences that are powerful and easy to use… A superapp, super app or super-app is an application that provides end users (customers, partners or employees) with a set of core features plus access to independently created miniapps. The superapp is built as a platform to deliver a miniapps ecosystem that users can choose from to activate for consistent and personalized app experiences… Superapps are often created for customers to consolidate services, features and functions of multiple mobile apps into a single app — such as financial services.”
Pymnts: “Super apps often have a broad scope and can include features such as social networking, eCommerce, banking, transportation payments and more. They are designed to be convenient and efficient, providing users with a one-stop solution for many of their daily needs. Because of their broad service scope, these apps often have large user bases…As much as is being made of the super app phenomenon in markets where they’re already in high use, like China, some still struggle with the basic idea of one app to rule them all.”
Imaginary Cloud: “A superapp is a one-stop shop for all your needs, offering various services and features within a single app. Here are a few examples: social media features such as messaging, video calling, and status updates, e-commerce features such as shopping, payments, and delivery tracking, communication features such as email, voice, and video calls, utility features such as weather, news, and maps, productivity features such as note-taking, scheduling, and task management, financial services such as banking, investments, and insurance, health and wellness features such as fitness tracking, meditation, and health records.”
a16z: “The poster child for super apps has long been China’s omnibus app WeChat. Launched by Tencent in 2011, WeChat allows its users to text each other, access city services, pay for your utilities, send peer-to-peer payments, stream videos… the list is practically endless. Another popular super app is Go-Jek in Indonesia, which combines a ride-hailing app with additional services like paying utility bills, moving and shipping, pharmacy delivery, all in one spot (its app description is literally “One app for every need”). The secret to a super app’s success is its ability to use existing user traffic and distribution (in WeChat’s case, the flywheel started with messaging) to drive lead generation and traffic to its partners. The more you can do on the app — with as little friction as possible — the stronger the flywheel.”