Super Apps are gaining traction globally, and while the core concept remains consistent, their implementation and reception vary significantly across diverse regions – although ease of financial management typically underpins the offering. Operators are increasingly evolving their owns solutions into Super App platforms that combine traditional telecom services with financial services, customer support features, and retail layers.
Regional relevance
Jesus Romo, Principal Analyst for Telecoms Market Data & Intelligence at GlobalData, notes that the offerings typically reflect the unique economic, cultural, and technological factors specific to each region. For example in Asia, super apps emerge in an established digital landscape, and so offer convenience with the integration of services into broader apps. The region's high smartphone penetration and mobile-first digitalisation make integrated services particularly appealing across a wide range of mobile devices.
In Africa meanwhile, the most prominent case is M-Pesa evolving from a money transfer service into a super app, which was a response to the region’s mobile-first environment. Digitalisation in Africa is largely driven by mobile technology, presenting substantial growth opportunities for both consumers and businesses, and in the Middle East, a rapidly digitalising consumer base is creating fertile ground for super app adoption.
The convergence of different functions in one app has an obvious appeal, but the offerings are defined by their relevance to their individual market, notes Alpesh Patel of fintech solutions provider Cartex. “The relevancy within a super app has got to be synergistic with its audience”, says Patel, citing the example of M-Pesa in Kenya; rather than relying on legacy systems or architecture, the service could use analogue phones, and converted airtime into spendable digital value - essential in areas where banks aren't accessible.
M-Pesa has expanded into other markets such as Malawi and Uganda, and Patel says that reflects how super apps need to identify community requirements to expand their audience: “What is the reason that super app exists, and is hitting a note? A super app is targeting not just a demographic, but certain behaviour – this is where we see their performance and significance.”
Converge and conquer
Telcos are well-positioned to analyse customer behaviour and identify their needs, and they can build on this insight to become platforms, allowing them to compete against OTT providers who offer similar services separately. Romo notes that while consumers in some regions may prefer the flexibility of multiple apps and providers, telcos can offer a compelling alternative by addressing specific consumer needs through integrated services, such as tailored financial services, enhanced customer support, and access to digital marketplaces. As competition intensifies, particularly from non-telco players entering the mobility space, telcos have incentives to strengthen their digital channels; Romo cites the example of financial service provider Revolut’s recent launch of mobile plans in the UK.
Patel observes that the execution of this differs between regions, and is often driven by fintech. In the Middle East for example, operators are working closely with regulators to launch actual licence payment services and become formal FinTech entities themselves. In Africa, the approach is more transactional; the focus is on QR, payments, and loyalty programmes. In Eastern Europe, for example, telcos are investing in loyalty ecosystems and merchant credit, which are often bundled into family plans or entertainment packages, while in Southeast Asia, partnerships between operators and super apps such as Grab and GCash are common. The key difference is in what's driving the evolution: compliance in Gulf, very strong commerce in Africa, and convergence in Southeast Asia.
“Super apps are pushing in markets like Indonesia, Egypt and the UAE…users don't want 10 different apps: they want one for airtime, billing, shopping and money movement”, says Patel. Super apps can provide that convenience from a regional perspective, with telcos able to facilitate tools such as eSIM-based logins, integrated tokens and voucher redemption to establish trust with their subscribers.
Streamlined channel
Romo concurs, noting that while super apps may not directly lead to an increase in ARPU, they present a channel that can create monetisation opportunities and strengthen customer relationships. By facilitating transactions, subscriptions, and advertising, super apps can generate diverse revenue streams while maintaining the customer relationship within the app ecosystem, but this implementation varies from app to app.
Telcos can leverage super apps to enhance their digital offerings, combining core connectivity services with customer support and self-care features. This integration can of course incorporate AI to streamline usability and personalise user experiences. However, it is essential to strike a balance; while a wide array of functionalities can be attractive, it may also lead to 'feature fatigue' among users. Many consumers prefer simpler applications that effectively address their specific needs without overwhelming them. Thus, telcos must focus on delivering a streamlined and user-friendly experience within their super apps to maximise their potential.
