Is the super app model outdated?

The concept of super apps – all-encompassing mobile applications offering a vast array of services – has taken the tech world by storm. However, a recent article by Zennon Kapron in Forbes raised a critical question: is the "super-app" model, exemplified by China's WeChat and Alipay, sustainable outside of specific market conditions? Here, I delve deeper, exploring the potential of a future dominated not by one monolithic super app, but by a landscape of smaller, user-centric super apps.

The User at the Center: Battling App and Content Overload

Let's face it, our phones are overflowing with apps and content. Between social media, banking, shopping, entertainment, and countless single-purpose utilities, managing this digital sprawl can become overwhelming. Gartner, a leading IT research and advisory company, predicts a significant shift in this paradigm. By 2026, they anticipate users will gravitate towards a select few super apps, streamlining their digital experience. This shift prioritizes user needs – convenience, organization, and a reduction in app fatigue.

The Pillars of a Successful Super App: A Three-Legged Stool

What separates a successful super app from a cluttered digital landfill? It boils down to three key components, highlighted by Kapron:

1. Bundled Services: Imagine having your bank, your favorite online store, your messaging platform, and even your local coffee shop's loyalty program all accessible within a single, user-friendly interface. Super apps provide this convenience, integrating a variety of useful services into a single platform.
2. Engaging Users: Super apps aren't just about utility – they need to keep users coming back for more. This might involve features like personalized recommendations, loyalty programs with rewards, seamless integration with social media, or even gamification elements.
3. Profitability: Don't forget – super apps are businesses too. Developers need to see a return on their investment to keep the app running smoothly and innovating. This can be achieved through advertising, in-app purchases, or transaction fees within the platform.

Those are they key aspects and I agree totally on mr Kapron approach, but, for future super apps, we still need to bring hyper personalization and hyper context to the table. Those two aspects will help us all to make the clear division between common apps from super apps. Let's get some examples to understand

Beyond the Mega-App: Super Apps Tailored to Your World

While the "mega-app" model might not be universally applicable, the underlying concept of super apps has tremendous potential for adaptation. Consider these two scenarios:

• The University Super App: A one-stop shop for everyone on campus. Imagine students, faculty, staff, and administrators accessing course materials, registration tools, campus resources, personalized schedules, cafeteria payment, and communication channels – all within a single super app. While everyone uses the same platform, features and content will dynamically adapt based on your role.
• The Pharmaceutical Super App: This app wouldn't just be for consumers. Imagine a pharmaceutical company developing a super app that caters to different audiences. Consumers could scan a drug's QR code to access vital information about safe usage and dosage, even without a specific app (using only their mobile's camera). Doctors and nurses, using a super app, could receive detailed medical data directly relevant to their field scanning exactly the same QR Code. Internal teams within the company could leverage specialized mini-apps for various tasks, like inventory management or research collaboration. Users can access these features through various triggers: pre-loaded content within the app, scanning QR codes, or simply by being in a specific location.

Super app interfaces will be personalized based on each user's journey and profile, catering to their specific needs within a company, brand, or city context. That's the first signal that it is not a common app. The absence of a familiar app screen hints at what sets modern super apps apart. Their true power lies in interacting with the physical world - think apps responding to your location as you navigate your surroundings.

A Fragmented Yet Connected Ecosystem: The Future of Super Apps

So, will there be one super app to rule them all? The answer is most likely no. Instead, we might see a future with a diverse ecosystem of smaller, more focused super apps, each catering to specific needs and user groups. These apps will likely be developed by individual companies or organizations, offering a more personalized and relevant user experience. However, this doesn't mean these apps will operate in isolation. Standardized protocols and APIs could allow for seamless interconnectivity between platforms, enabling users to leverage functionalities from different super apps as needed. For example, a single payment gateway might be integrated across multiple super apps, allowing for secure transactions regardless of the platform being used.

Super Apps: A Solution to the Content Deluge

In today's digital age, we're bombarded with information from all corners of the web. This constant flow of content can be overwhelming and make it difficult to find what we need, when we need it. Enter super apps. As information providers (universities, businesses, etc.) develop their own super apps, they can curate and organize relevant content for their users. This not only simplifies information access but also allows for a more personalized experience. Users can receive content tailored to their specific needs and interests, eliminating the need to sift through mountains of irrelevant information.

The Conversation Continues: Shaping the Future of Super Apps

The discussion on super apps is just beginning. As technology evolves and user needs change, super apps will adapt and innovate. This article has explored the potential of a future dominated by smaller, user-centric super apps. However, this is just one piece of the puzzle. Further exploration is needed to ensure these apps are developed responsibly, prioritizing user privacy and data security. Let's continue the conversation – how can super apps be.