Is the super-app the most superior of them all?
As a ‘user’ or ‘consumer’, an app is an app. I mean, there are obviously my go-to apps that I use everyday, versus an app I might only use a few times a year. But when I think about apps its usually whether they:
Now imagine an app that mixes the above two propositions, or better yet, one app that includes all service offerings and functions…. Meet, the ‘super app’.
You have most likely heard of this trend before, but in reality, I don’t believe super-apps are really a new technology trend, as they have been in the making for a while. With Asia having some well-established examples of these ‘super-apps’, such as, WeChat who have more than 1 billion active users, allowing them to pay message friends, pay for restaurants, book train or plane travel, purchase movie tickets and pay bills and taxes all through one app. A super app offers at least 3-4 services (usually unrelated) that caters to different business segments e.g. entertainment, deliveries, mobility.
In recent years, it’s become obvious that there has been a clear move away from downloading a multitude of apps amongst people and that has been validated with the latest App Annie report stating – ”88% of time spent in apps is limited to only 5 apps”. With over 2 million apps in Apple’s App Store and nearly 3.5 million on Google Play, all apps are contesting for the next free spot on your screen. Combined with how consumer expectations of apps increasingly growing; speed, personalisation, UX and UI, it is increasingly harder for apps to stand out. Designing and developing a successful standalone app that is built for purpose is hard enough, let alone one app that allows access to multiple services seamlessly and done ‘super’ well. (Going to mention the word super a lot so buckle up).
Let’s breakdown the differing types of app models to understand the nuances between each model and why some models better suit different businesses and groups of users.
Stand alone app - This is the traditional definition of an app, which focuses on a single user purpose and the app’s experience is designed around that. A good standalone app clearly articulates their value proposition.
Pro’s
Con’s
An example of this is Nike. Nike use engaging in-app messaging where users receive a mix of shopping information, trending items, and personalised content and product recommendations. Products, content, local classes and events are recommended based on user personal workout information. Discover daily recommendations tailored to your interests through a beautiful, simple customised feed. When the user does visit a store they can use a QR code to check in, ensuring personalised service at stores –including opening lockers to pick up online purchases or scanning items customers want to try on. The Nike App intuitively bridges the worlds of tech and physical retail. Bringing a new level of service by transforming your phone into the ultimate shopping companion. The app centralises customers’ preferences, carts, orders and loyalty perks all in one place. They are really winning when it comes to offering relevant rewards, an omni-channel approach and smart blending of offline and online experiences.
Suite of apps - A suite of apps is an interconnected ecosystem of apps with well-defined purposes. When done well, the features, user data and backend should be tightly interconnected. A suite of apps marries the best of stand-alone apps’ experience with the interconnectivity of super apps.