DIGITAL ECOSYSTEMS
The term ‘ super app ’ has become synonymous with a one-stop-shop for a multitude of services . But while innovators in Asia such as WeChat , Gojek and Grab have led the charge in providing a platform for everything from messaging and social networking to transportation and food delivery , the concept until now has remained somewhat elusive in Western markets .
However there are signs that dynamics are poised to shift , particularly in the case of Tesla Founder and CEO Elon Musk ’ s acquisition and rebranding of Twitter into ‘ X .’ As Musk sets his sights on turning X into a Western super app in the style of WeChat , are we on the cusp of the super app era in the West ?
The rise of super apps According to Gartner , by 2027 50 % of the population will be using more than one super app , signalling a significant shift in the mobile app industry . Originating in Asia , super apps began as messaging apps expanding their services to include other features such as mobile payments , e-commerce , ride-hailing , food delivery , and social networking . Such apps have surged in popularity in Asia due to their simplicity , flexibility and ability to reduce clutter on mobile devices , improving financial organisation . “ The concept of super apps stems from a growing demand for convenience and seamless user experiences , offering multiple services in one place to provide a more integrated experience for people ,” comments Jeremy Baber , CEO of Lanistar . “ This is particularly useful in a world where there are so many commercial apps and offerings from multiple businesses .”
But despite the popularity of super apps in other markets , the Western world is seemingly behind in the super app race .
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