Strategies for Super Apps: Navigating Market Saturation and Unlocking Growth in Emerging Regions

1. Given the saturation of Super Apps in Asia, how can new entrants differentiate themselves from established players like WeChat or Gojek?

“Even in saturated markets, new apps can (if perfectly executed) disrupt established Super Apps by offering a solid Unique Selling Proposition (USP) that sets them apart. This differentiation doesn’t have to be a radical change; it can be an improvement in functionality, cost, or user experience.

To differentiate effectively, new Super Apps should:

• Identify a clear USP: Highlight how your app improves upon existing solutions, whether through innovative features or better value.
• Combine services creatively: Offer a unique mix of services that aren’t currently bundled together by competitors.
• Invest in marketing: Launch a well-resourced and optimized marketing campaign to gain visibility and enter the conversation.
• Target untapped markets: Consider focusing on regions outside of Asia where Super Apps are gaining popularity but competition is less intense. Building a sizable user base in these markets can provide a strong foundation before entering the more competitive Asian landscape.

By focusing on these strategies, new apps can narrow down and master their niche and compete effectively against established players with a wider and lesser focussed product offering.”

2. How can brands leverage the data provided by Super Apps, such as user preferences across various services, to create more targeted and effective advertising campaigns?

“One of the reasons why Super Apps are so successful is because they keep all their user data primarily for themselves. This increases the value of the Super App due to the better understanding of their users (in various all-day life situations). This data is made accessible to marketers by tapping into the native advertising possibilities offered by these Super Apps. With all that data, you can set up very targeted and specific ads, targeting various user types as well as user segments and use-cases for which the Super App is used in the first place.”

3. In a market where users are turning to specialized apps for media consumption, how should media companies balance diversification with focused user experiences to stay competitive?

“The app industry is among the most competitive and dynamic sectors around. Consumer preferences are in a constant state of flux and there are literally thousands of new apps launched every single day. This means that even very successful apps can’t stay still - they need to be constantly reevaluating both their offering and their marketing initiatives. What is important to remember is that the average consumer does not think about using a Super App or a specialized app as a binary choice. Most wouldn’t even recognise an app like Uber as a Super App. The critical factor is that every aspect of the app works as well as it can because if it doesn’t there are plenty of competitors that a user can switch to. Key to ensuring the best user experience is responding to change. This means knowing what new innovations can enhance your app or how it is marketed, what your competitors are doing and how market conditions and consumer demands are changing. If you stay ahead of the curve, you will be able to stay competitive.” 

4. What strategies can developers adopt to tap into the growing appetite for Super Apps in Western markets, particularly with the rise of Uber and Revolut?

“Although we often talk about Asia or Western markets as a homogeneous block, the reality is that there are huge variations between each country. What may work well in France, might not appeal to an audience in Australia. Knowing the market and tailoring the app offering and how it is marketed to the demands of consumers in each country is fundamental. App developers will naturally know their home market the best, so that’s the most obvious place to start. From there, it is about identifying the next most similar market and modifying the app and how you promote it to that audience. It may seem appealing to go after the most lucrative markets first, for example, the US. However, not only will they be the most competitive, they will also likely be the most expensive places to do business. It is better to take an incremental, pragmatic approach to growth - learning lessons on the way - and build up your audience and capabilities on this journey.”  

5. With growth slowing, how should investors evaluate the future of Super Apps in Asia and emerging markets? Are there specific sectors within Super Apps that still hold high-growth potential?   

“Although growth has slowed, the number of new users being acquired is still considerable. User growth is also not the only metric of success, it also really matters how engaged an existing user base is as that will have the most important impact on the bottom line. In addition to this, Asian Super Apps also have the capacity to break out of the region and look to acquire substantial growth in other markets that are largely untapped. One of the virtues of Super Apps is that there are an endless configuration of services that can be created. Fintech, ecommerce and mobility services are all growing at a considerable pace in Asia, so too are AI tools - everything from companion apps to art generation. There is therefore plenty of scope for these Super Apps to add a new service from a fast growing industry and maintain their market position. I think investors will look at all of this potential and keep up the level of investment.”   

">