Why Super Apps Not So Super After All

This piece is about the interesting digital marketplace of today. While everyone is talking about super apps as the "next big thing," the reality on ground is quite different. Let's dive deep into this matter.

Are Super Apps Really Working?

Remember how everyone thought super apps would be the future? WeChat in China seemed like a perfect example. But here's the thing - outside China, consumers are showing different preferences altogether. Even giants like Tata Neu and Paytm, despite their massive efforts, haven't quite achieved the super app status they aimed for. WhatsApp also integrated UPI payments, but adoption is quite low. App complexity and user interface are also important factors in digital apps.

Think about our shopping habits, especially for premium items. A recent consumer behavior study showed that 7 out of 10 customers prefer buying from brand-specific stores rather than multi-brand outlets. Why? Trust factor, yaar!

It's like how we still go to different shops for different needs - Pantaloons for clothes, Big Bazaar for groceries, and Chroma for electronics.

The Digital Parallel

Now, let's look at how this applies to apps. The big tech companies tried the super app route but eventually changed their strategy:

• Google: Separated YouTube, Google Pay, and Google Maps
• Meta: Kept Instagram, WhatsApp, and Facebook as distinct apps
• Amazon: Maintains separate apps for Amazon Fresh, Prime Video, and main shopping

The Bottom Line

As we say in India, "Customer is King." While super apps sound revolutionary on paper, the market is clearly showing that consumers prefer specialized apps. It's like going to a specialist doctor instead of a general physician for specific problems.

For businesses, the message is clear: Focus on excelling in your core service rather than trying to be everything to everyone. Sometimes, less is more!