How Super-Apps Could Change The Mobile Marketing Landscape

When it comes to super-apps, there’s no denying that they dominate the Asian market. In the past, we’ve seen tremendous growth, where super-apps started with a single purpose to entice uptake and mass usage, and then branched out to cover a mix of daily activities within a single tool. Unlike single-purpose apps, which have dominated the market over the last ten years, super-apps cover multiple verticals and often have a diverse user base, with everyone from business people looking to generate leads, to teenagers interacting with friends, to restaurant owners who use the platform to process digital payments and gather reviews.

- Shubham Jha

The Indian super-app Paytm, for example, has reached a level of sophistication where it allows third parties to offer mini-programs or ‘applets’ within its app. Brands such as L'Oréal or Nike create these mini-programs to market their products directly to the vast super-app user bases. Gaming companies have also started to publish downsized versions of their products, and it’s becoming more common for local shops to use mini-programs.

The unique selling point of a super-app that centralizes so many functions is that you are able to complete multiple tasks or actions in one place. You don’t have to switch between programs or providers to get things done. This also means less registrations, less incidences of providing payment details, and an overall reduction of friction. If you need a haircut, you can find a hairdresser, book an appointment, and pay – all in the same app. The same goes for everything from plumbers to yoga instructors, tailors to teachers, and more.

WHAT ARE THE TOP SUPER-APPS IN THE MARKET?

In addition to the aforementioned Paytm, there are numerous stand-out super-apps in South-East Asia. Gojek and Grab have evolved from ride-hailing apps into all-in-one services that allow you to manage everything from housekeeping to insurance. In Vietnam, the super-app Zalo can be used to apply for visas and other official documentation. Although Line (Japan) and KakaoTalk (Korea) actually run on an interconnection model, they can also be regarded as super-apps. All of these super-apps are positioned brilliantly: Zalo, for example, has surpassed the 100 million mark. Demonstrating their impressive market potential, Grab, Gojek, and