What is a Super App and How Is It Related to Super Service?

The term super app was first used in 2010. Blackberry founder Mike Lazaridis called it a closed ecosystem of many applications. People were expected to use apps daily because they offered a holistic, continuous, contextualized, and efficient experience. Top industry experts have closely followed this concept and noted that successful super apps combine several services all at once.

Introduction

Super apps help keep the audience within the ecosystem due to the large number of services. It is cheaper to attract users to one super app than to several separate ones. Every year, more and more competing applications appear, and promoting each new one requires more and more resources.

Understanding the business model

Open ecosystem super apps economize on growth through partnerships and third-party developers. The company is creating a platform, and if events develop successfully, a huge number of services will appear on it. One company cannot create and maintain so many.

Let’s imagine that Bank A has been on the market for 20 years. It has an application where you can check expenses, transfer money, buy currency, and pay fines and taxes.

Bank B has not been on the market for long but immediately placed its bet on smartphones. At the start, the application had everything that was in Bank A and even a little more. The company noticed the trend for super apps and began connecting partner services to the application.

Bank A's customer base is growing more slowly than Bank B's. Therefore, some customers use cards and accounts extremely rarely and do not pay attention to additional services. And now “Bank A” is no longer a leader but a catcher.

Why develop a super service?

A company develops a super service when it competes only in its core segment. It is not going to develop non-core business areas and, therefore, not compete in them. The company becomes an expert in its niche, studies all the nuances, and provides better services than any new player. However, with the presence of an app, there is no direct contact with the user.

With a platform to showcase all sorts of services, businesses are bound to create one from scratch. If you think one service might not be enough, find the root cause association and see how you got there in the first place. The answer, most of the time, is always through a platform, especially in the case of online businesses.

Why develop a super app?

Super apps help keep the audience within the ecosystem due to the large number of services. It is cheaper to attract users to a super app than to several different applications. Launching a new service with a ready audience is easier than promoting it again in a competitive niche from scratch.

Furthermore, Super App is a multifunctional mobile application. Otherwise, it is a mobile interface for an ecosystem that combines its products and services in a single window. Users can issue credit cards there, buy tickets, order food and groceries, order cleaning, or register for housing.

With an already developed and established app amongst users, it's easier to launch and test new services. This is because the new service will be in demand since it does not need to be installed separately. Above all, super apps help users meet their needs in one window. In other words, your customer does not need to register for a new service or add payment information.

The basis for creating a super app is a popular product or a large, loyal audience for the company. Didi launched mini-apps when their audience already numbered 800 million users. As a rule, market-leading companies, IT corporations, banks, telecom companies, and marketplaces have such resources.

The win-or-lose argument

Ecosystem data is open to everyone. However, in a few years, voice assistants will solve user problems without touching. Therefore, it is more convenient to solve many problems with a single interface. And super service can only solve highly specialized problems.

For example, you won’t be able to order goods from the marketplace. The user must open another application and pay for the order there. It's the same with tickets. Some people like it, while others want to solve problems without jumping between interfaces.

A company needs more competencies to beat competitors through quality and retain its audience. If the user can get the same quality of service with added value at another interface, they will leave. It’s not a fact that all this will work out. The ecosystem model assumes the presence of common rules for participants and a single standard of development and interaction.

What to choose in the end?

To choose a suitable model, you should analyze the market and develop a strategy. Analyze its capabilities and unique advantages, calculate the risks, and start the development.

In some cases, you can get help from a professional white-label firm to develop a strategy and mobile platform. With a healthy discussion, everything would be very clear from the start. Many decade-old businesses have success

sfully managed to carve out their niche are going global by investing in pre-built apps.

As mentioned earlier, both the app and service remain intact, as does the vision of the business. Before on-demand success, it wasn't easy to separate the apps. However, modern-day applications have far exceeded the expectations of the consumer, allowing businesses to offer multiple services from one super app.

Conclusion

A business offering more than one service needs a comprehensive platform to cater to all of its customers. If your business offers different things to different people, a super app can act as an all-in-one platform for it. All you have to do is contact a white-label firm and test the super app clone demo before moving forward.