DIGITAL ECOSYSTEMS
infrastructure , which make super apps convenient and efficient .
“ I believe that there is always demand for something that makes life easier ; in the case of the super app , life is improved by a truly connected experience ,” she describes . “ However , the abundance of apps and competitors that are available in the Western markets means that demand for a super app is lower , since users already have access to these tools .”
There are also factors unique to southeast Asian markets that make them better suited to prolific engagement with super apps , Fitzgerald adds . “ In China , for example , its notorious firewall policies prevent many of the single-purpose apps we use in other regions from being downloaded , so compliant super apps offer residents a perceived digital freedom .
“ Additionally , the complexity of typing Chinese characters make voice notes more of a value add , driving users to download these approved apps .”
As Jan Hauser , Co-Founder at Applifting explains , the deep integration of these apps within local markets can make them less adaptable to global scaling .
“ The enormous user base in Asian markets , whether we ’ re discussing China , India , or Indonesia , is substantial enough that it often suffices for companies to focus on acquiring clients locally ,” he says . “ Adapting to a different market could present significant challenges in their growth strategy . As a result , many opt to concentrate on their local market , which already offers a vast user base .”
The preference for super apps , Hauser describes , may also have cultural underpinnings . “ Speaking from my personal experience , I prefer using a specific app tailored to a particular use case .
48 November 2023