It wouldn’t be an exaggeration to say that the way we utilize services has grown in proportion and in line with the way technology has progressed. Remember the time when we could book a room by calling the hotel? It seemed like a technological marvel when telephones were introduced. However, today, with smartphones, the equation has completely changed.
The smartphones pack a wide array of features that, then put together, can work out wonders. The potential of smartphones was first recognized by Uber, and they spearheaded the on-demand revolution. What was sparked by Uber has picked up like a wildfire and has engulfed every corner of the world and every aspect of our lifestyle. However, studies have also shown that among all the apps that we have downloaded on our smartphones, we use only the top three apps more than 50% of the time. It does not, however, mean that the other apps do not get used.
This discrepancy can be attributed to the fact that different apps provide different utilities. Let us look at a few specific cases. If we take the grocery delivery app, we surely need it, but it is quite possible that we may only use the app about 2 to 3 times a month. How do we address this discrepancy?
It turns out multi-services apps like Gojek have already addressed the answer. They are fittingly addressed as super applications or super apps.
A brief history of super apps
The concept of super apps was first suggested by Mike Lazaridis, the founder of RIM. He envisioned a system where a lot of mobile applications work in tandem with each other and communicate with each other to provide unified and resonant services for the user. There have been many from different countries. These super apps started as single service applications that proliferated in multiple directions because of the demand in that particular geography.
Although there are success stories from countries like China, India, Japan, and even Colombia, no other success story was as prolific and profound as Gojek.
Gojek is an on-demand multi-service app that is designed to provide more than 30 different services spanning transportation, delivery, services at home, and financial services. It was started as a simple call center to facilitate bike taxis in Indonesia. It has become so successful that it has positively impacted the GDP and the average daily income of an Indonesian.
It was the first unicorn from Indonesia and is all set to become the country’s first dedacorn. More than its impact on the Indonesian economy and its valuation, it is the formidable portfolio of investors that makes Gojek attractive. Gojek has attracted investments from a few big names like Facebook, Google, Visa, Softbank, and Tencent. It has established its first overseas office in the city of Bangalore in India and has expanded its operations to almost every Southeast Asian country like Vietnam, Thailand, Singapore, the Philippines, and Cambodia.
The success of Gojek has prompted a lot of entrepreneurs to consider this model. The transformation of lifestyle because of the COVID-19 pandemic and the growing emphasis on hyper-local attention is expected to contribute to the growth of mini super apps like Gojek.
Why go for super apps?
Super applications present a lot of advantages for the business and the user.
The most obvious advantage for the user is that they do not have to toggle between multiple applications to avail of different services. By launching a single app, they can get access to a wide variety of services. This saves a lot of storage space on their mobile device. They do not have to remember multiple login credentials and do not have to entrust their legacy login to multiple applications.
For the business, it presents a great opportunity to diversify the sources of their income. The COVID-19 pandemic and the ensuing lockdown was a great example of this case. During the lockdown, the entire transportation industry was brought to a screeching halt. Services like Uber and Ola were thriving and growing until the lockdown failed to foresee the losses. However, a super app like Gojek was able to adequately balance the losses incurred in the transportation segment through the profit that they accrued in spaces like food and grocery delivery. As you may have known, food and grocery delivery revenues started to skyrocket during the lockdown. Therefore, philosophically speaking, in a super app, if one door closes, the other door opens… And all the doors lead to profit!
It becomes easier for users to utilize their cashback and refund money. It generally takes quite some time for a bank to process the refund. A lot of apps including super apps like Gojek have provided people with their own wallet and native virtual currency. When a refund is processed and the amount is credited as a virtual currency, they can use that money for some service offered by the super app instead of waiting for the next cycle of purchase and a single app.
Super app is an ecosystem of many little applications fittingly called “mini-applications“ working in tandem with each other. More often than not, the business that owns the super app does not invest in the development of the mini-applications. It is done by third-party developers and this saves quite a lot of time and money for the super app business. It is also an advantage for the developers as they do not have to invest their funds in marketing. When they create a perfect app, it is quite likely to be acquired by the super app business.
When a new utility is introduced, a super app does not have a necessity to spend big budgets in marketing. All they need to do is send a push notification and update the app. Your super app can now bring in the additional utility without much hassle and much to the delight of users.
Perhaps the biggest advantage brought to the table by super abs like Gojek is the richness of data. The data about the purchase patterns, the payment instruments, the buying capacities, the estimated lifestyle, and a host of other bits of information make it easy for these super applications to process the repayment capacities of the user. This makes the financial services and microfinance offerings by super apps extremely efficient with very low default rates, and that too, with very quick disbursal time.
Essential features of super app
Super app like Gojek needs to have a few features in place to ensure that the intended actions are executed efficiently. Some of the most basic features include quick login/registration, versatile payment options, and a review/rating system.
In addition, there are a few abstract features that need to be in place to ensure the success of your super app. The interface needs to be intuitive and interactive. When you offer multiple services, clutter is an inevitable outcome. Users should be able to navigate without feeling the clutter and should be able to access the services that they want without any hassle.
More data enables better machine learning. Taking this into consideration, your super app should have artificial intelligence in place, so it can provide its own suggestions to avail of certain services, remind you of bills that need to be paid, and even suggest items/restaurant that you can order and order from.
A super app is a grand culmination of technology, database management, intuitive design, and of course, efficient marketing. While marketing and operations demand irreplaceable attention, and there are handy solutions that can take care of technology if you would like to launch your own on-demand multi-service app like Gojek.
You can make use of a Gojek clone app. A Gojek clone script is available as a product and can be customized to bear features of your choice. The best part about using white label solutions is that you can be assured that there will be no bugs that will interfere with the basic functions.
All that is left for you to do is get in touch with the company that specializes in the development and customization of white label Gojek Clone script. They will take care to understand your requirement and put features and interfaces in place, so you can launch your Gojek like app in the shortest possible time.
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