The emergence of super apps calls for better digital experiences

Rising consumer demand for seamless digital experiences is driving the emergence of super apps, but reliability remains a key challenge

- ROHIT RAMANAND

Consumers today exhibit a higher level of sophistication and selectivity in their application usage compared to just a few years ago. They seek convenient, flexible, and innovative digital experiences, readily embracing new applications capable of simplifying and enriching their lives, such as super apps.

Exceptionally popular in Asia, super apps amalgamate various digital services, including social networking, e-commerce, banking, banking, messaging, food delivery, and transportation, into a single application. A study conducted by PayPal and PYMNTS reveals that globally, 70% of people express interest in utilising super apps. Moreover, the report highlights the particular interest (42%). Despite the strong interest in this segment, reliability remains a significant concern for many Indians, presenting a barrier to widespread adoption.

NEED FOR 24/7 STRONG PERFORMANCE

Reliability and the quality of digital experiences are paramount to the success of popular super apps such as China's WeChat, Indonesia's Tokopedia, and India's own Paytm and Tata Neu. If customers are dissatisfied, they are likely to share their experiences with others. Studies show that over one in three customers will abandon a brand after encountering just one poor experience.