BANKING
Super apps are the territory of the user experience experts , who aim to keep customers engaging with their products , collecting data on their behaviours , and providing a better service than their competitors .
What is a super app ? Essentially , it ' s an online platform that offers personalised experiences through a series of mini apps that appeal to the company ’ s customer demographic .
The mechanical way to describe a super app would be that it ' s the Swiss Army Knife of apps . It has a wide range of capabilities : ideally , a customer could visit and carry out an array of tasks through the platform without ever having to click away to another site . An example would be a banking app that could provide budgeting services , allow you to pay your taxes and utility bills , and also manage your insurance policies . It ’ s multi-dimensional .
According to Jason Wong , Distinguished VP Analyst at Gartner : “ It ’ s more than just a composite mobile app or web portal . Superapps are built as platforms to deliver modular mini-apps that users can activate for personalised app experiences .”
He goes on to say that software engineering leaders should determine whether a super app aligns with their composable business strategies .
Who is using super apps ? According to an industry study by ReportLinker , an estimated 7.1bn people globally use smartphones , and the rate is growing by 10 % every year .
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