The Super App: Pattern For Emerging Markets
Super apps may enjoy a distinct advantage in markets with the following characteristics: cost-conscious consumers with low but growing purchasing power, high relative costs of internet data, relatively recent adoption of smartphones, and ‘mobile-first’ leapfrogging of the PC era.
Interesting analysis into how and why, after first appearing in Chinas and India with WeChat and Gojek, the Super App pattern - with one app as an ecosystem, instead of an ecosystem of apps like in “the West” - seems to repeat in other emerging markets across Asia and Africa.
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