DISSERTATION FINAL REPORT ON

A comparative study of Super Apps

and its impact on Indian Market

SUBMITTED BY: SHREYASH SINHA

Roll No.: 42B

MBA (IB) 2021-23

UNDER THE ESTEEMED GUIDANCE OF:

Dr. GINNI CHAWLA

Indian Institute of Foreign Trade, New Delhi

Block-II, B-21, Qutab Institutional Area,
New Delhi - 110016

1
 ACKNOWLEDGEMENT

I would like to acknowledge and give my warmest thanks to my assigned mentor for this

dissertation project, Dr. Ginni Chawla, who made this work possible. I benefitted immensely

from her wealth of knowledge and experience in the field of general management and strategy.

I am extremely grateful that she took me as a mentee for this dissertation project and provided

guidance at every stage of this dissertation project. Her regular feedbacks and suggestions have

been invaluable in the completion of this project.

I would also like to thank my batchmates who provided key insights and feedbacks for this

project that helped me in completing this project with finesse.

Lastly, I would like to thank Indian Institute of Foreign Trade institution that provided me this

opportunity to pursue this dissertation and provided a fillip in my learning trajectory.

2
 ABSTRACT
A "super app" is a mobile application that offers a wide range of services, such as e-commerce,
ride-hailing, food delivery, and financial services, all within a single platform. Research on
super apps has primarily focused on their emergence in Asian markets, particularly in China,
where companies like WeChat and Alipay have become ubiquitous among consumers. These
apps have gained tremendous popularity among users by simplifying the process of accessing
a variety of services and providing a seamless user experience.
Studies have examined the strategies and business models that have enabled these companies
to achieve such a high level of user engagement and revenue growth. One key strategy that has
been identified is the use of a "sticky" ecosystem, in which users are highly engaged with the
app and are likely to continue using it for a variety of purposes. This is achieved through a
combination of features such as personalized recommendations, social networking, and
gamification. Additionally, these apps often rely on network effects, where the value of the app
increases as more users adopt it, which helps to drive growth.
Another important aspect of super apps is the integration of various services and partners within
the app. This allows users to access a wide range of services without the need to switch between
different apps, which can be time-consuming and frustrating. Furthermore, these apps often
leverage data from these various services to provide more personalized and relevant
recommendations to users.
The emergence of super apps in Asian markets, particularly in China, has also had a significant
impact on the broader economy. These apps have disrupted traditional industries such as e-
commerce, ride-hailing, and food delivery, and have led to the development of new business
models. For example, WeChat's Mini Programs feature allows small businesses to set up an
online presence within the app, which has helped to drive the growth of e-commerce in China.
Additionally, these apps have enabled new forms of competition and collaboration among
companies, which has led to the emergence of new players and new business models.
However, research also indicates that there are also some concerns about the impact of super
apps on competition and consumer welfare. For example, these apps have a significant amount
of data on their users, which can be used to gain an unfair advantage over competitors.
Additionally, these apps have been criticized for their ability to control access to various
services and for their ability to influence consumer behaviour. Furthermore, the integration of
various services within the app raises concerns about data privacy and security.
In summary, research on super apps has shown that these apps have gained tremendous
popularity among users by simplifying the process of accessing a variety of services and
providing a seamless user experience. The business models and strategies that have enabled
these apps to achieve this success are based on a combination of features such as personalized
recommendations, social networking, and gamification, as well as network effects. However,
the impact of super apps on competition and consumer welfare, as well as on issues related to
data privacy and security, is still an area of ongoing research.

3
 TABLE OF CONTENTS

Page
Sl. no. Topic
no.
1 Executive summary 5
2 Introduction 6
3 Importance of study 7
4 Literature review 8
5 Research objectives 16
6 Research gaps 16
7 Strategic group model 17
8 Classification of super apps 18
9 Types of business models in super apps 20
10 Analysing WeChat & Paytm 21
11 Benefits of super apps over single use apps 22
12 Important players in super apps category in different regions 24
12.1 China 24
12.1.1 WeChat 24
12.1.2 Alipay super app 25
12.2 Japan 26
12.2.1 LINE 26
12.2.1 TOSS 27
12.3 South-east Asia 28
12.3.1 Grab 29
12.3.2 GoJek 30
12.4 Super apps in Indian market 31
12.4.1 Reliance MyJio 31
12.4.2 Tata NEU 33
12.4.3 Adani digital labs 34
12.4.4 ITC MAARS 35
13 Major superapps in Indian financial services 36
13.1 YONO SBI 36
13.2 ICICI bank’s iMobile pay app 37
13.3 HDFC bank PayZapp 37
13.4 Kotak bank-kaymall 37
13.5 Bajaj FinServ app 38
13.6 Shriram group financial super 38
14 Research methodology 39
15 Comparing services offered by most popular apps worldwide 42
16 Questionnaire response analysis 46
17 Findings from primary research 48
18 Companies that can use super app 54
19 Managerial implications 58
20 Conclusion 59
21 References 60

4
 EXECUTIVE SUMMARY
Super apps are all-in-one mobile applications that offer a wide range of services, including e-
commerce, on-demand services, financial services, social media, and more.

This dissertation on super apps has shown that they are becoming increasingly popular and are
having a significant impact on the way people live and interact with technology.

One key finding from dissertation is that consumers are seeking convenience and simplicity in
their digital experiences, and super apps provide a one-stop-shop for multiple services. This
increased demand for convenience is driving further adoption of super apps. As a result,
businesses need to consider how they can integrate with these platforms to reach and engage
with consumers.

Another finding is that super apps are changing the digital ecosystem, with many services being
centralized within a single platform. This means that businesses that once operated
independently may now be part of a larger platform and will need to adapt to this new operating
environment.

In addition, super apps present challenges such as increased competition and data privacy and
security concerns. However, they also offer monetization opportunities, including in-app
purchases, advertising, and subscriptions.

This dissertation shows the details of already existing super apps in the world, majorly from
China & Singapore. Owing to their success Indian super apps are rising, with Paytm, Reliance
Jio, Tata Neu, Adani Digital Labs, ITC MAARS and many more.

With the primary research conducted for the dissertation, awareness of super apps is there and
is rising with each day. Users are frequently using these super apps and are satisfied with them;
this has resulted in very high likelihood of recommendation of super apps. Convenience and
Consumer Welfare were regarded as very important and very positive respectively. However,
data privacy and security were topmost concern for respondents of primary research. The top
2 sector for usage of these super apps were Financial Services and E-Commerce.

Owing to the above most used sectors, companies and conglomerates such as PolicyBazaar,
Aditya Birla group and Godrej group were found that were most suited to incorporate super
apps for their business. This would enable enhanced growth, increase customer loyalty,
positioning itself as a leader in the digital space.

5
 INTRODUCTION
Superapps, also known as "super platforms," are mobile apps that offer a wide range of services
and features, often including messaging, e-commerce, social media, gaming, transportation,
and more. The concept of superapps originated in Asia and has been particularly successful in
countries like China and Indonesia.
One of the main advantages of superapps is that they offer users a one-stop-shop for a variety
of different services. Instead of having to download and use multiple apps for different
purposes, users can access all these services within a single app. This can be convenient for
users, as it allows them to access all the services, they need in one place. It can also be beneficial
for businesses, as it allows them to reach a wider audience and offer a more comprehensive
range of services to their customers.
One of the key drivers of the success of superapps in Asia has been the rise of mobile-first
markets. In many parts of Asia, mobile phones are the primary means of accessing the internet,
and the use of apps is much more prevalent than in other parts of the world. This has created a
strong market for apps that offer a wide range of services, as users are more likely to use their
phones for a variety of different purposes.
Another factor contributing to the success of superapps in Asia has been the development of
digital payment systems. Many superapps in Asia offer their own digital payment systems,
which allows users to make purchases and pay for services within the app. This has been
particularly successful in countries like China, where the adoption of digital payments has been
widespread.
While superapps have been successful in Asia, they have not yet gained the same level of
traction in other parts of the world. There are several reasons for this, including the fact that
many markets outside of Asia are more mature and have a more established ecosystem of apps
and services. In addition, the regulatory environment in many countries outside of Asia may
not be as conducive to the development of superapps.
Despite these challenges, there are signs that superapps may begin to gain more traction in
other parts of the world in the coming years. For example, Facebook has recently launched a
superapp called "Facebook Shops," which allows users to shop from multiple retailers within
a single app. This could be a sign of things to come, as other companies look to leverage the
success of superapps in Asia and bring the concept to other markets around the world.
In India, Paytm was the first superapp developed but the popularity of superapps started with
Tata Neu, the first superapp launched by an Indian conglomerate Tata Sons in 2022, showed
the potential of superapps in India. With Tata Neu’s success, Reliance Industries has a super-
app called MyJio, which includes several apps such as Saavn, Jio Mart, Jio Payments and Jio
Health, among others. Seeing other conglomerates launch their superapp, Gautam Adani is
ready to unveil his much-hyped super-app, made by an in-house startup he wants to be “the
Ferrari of the digital world.”

6
 IMPORTANCE OF STUDY ON SUPER APPS:
Research on super apps is important for several reasons:
1. Understanding consumer behaviour:
Super apps have gained tremendous popularity among users, and research on these apps
can help to understand why they are so appealing and how they are changing consumer
behaviour.
2. Impact on the economy:
Super apps have disrupted traditional industries such as e-commerce, ride-hailing, and
food delivery, and have led to the development of new business models. Research on
these apps can help to understand their impact on the broader economy, including their
effects on competition and consumer welfare.
3. Innovation and technological advancement:
Super apps often rely on cutting-edge technology such as artificial intelligence and big
data analytics. Research on these apps can help to understand the technological
advancements that are driving their success and how these advancements can be applied
to other industries.
4. Data privacy and security:
Super apps often have access to a large amount of data on their users, which raises
concerns about data privacy and security. Research on these apps can help to understand
the potential risks and develop strategies to mitigate them.
5. Impact on society:
Super apps have changed the way we access and consume services, and research on
these apps can help to understand their impact on society and how they are shaping our
future.
Overall, research on super apps is important because it can help to understand the forces driving
their success, the impact they are having on the economy and society, and the challenges they
pose to data privacy and security.
This understanding can then be used to inform policymaking and help businesses to adapt to
these changes.

7
 LITERATURE REVIEW

Introduction:

“A superapp is like a Swiss army knife — with a range of component tools (miniapps) that the
user can use and remove as needed”, according to research paper published by Gartner.

Superapps are popular because customers want mobile-first experiences that are strong and
simple to use, especially the younger generation who were born in the smartphone era.

According to Jason Wong, Distinguished VP Analyst at Gartner, "We also see superapps
gaining interest from forward-thinking enterprises." To support new digital business prospects
in their industries or adjacent markets, "such orgs embrace composable application and
architecture methods."

By 2027, Gartner projects that more than 50% of the world's population will be using numerous
superapps on a daily basis. Workflow, collaboration, and messaging are just a few examples of
the business mobile and desktop experiences that will be added to the superapp paradigm.

Another way of explaining superapps would be by Sutherland Labs, which is, “You might
think of Super Apps as the Russian doll of the home screen app; one interface with layers of
different services built into a single location on your home screen.”.

Origins:

WeChat, which was created by Tencent in its Guangzhou Research centre and introduced to
the Chinese market in 2011, is the first and most popular example of a Super App and comes
from China. It currently has 1 billion active daily users. What started off as an instant messaging
platform like to WhatsApp quickly expanded to become a comprehensive platform for almost
any good or service. The user can, among other things, make appointments with doctors, buy
insurance, assess the density of the population, and even pay fines for moving violations.
WeChat Pay, an integrated digital wallet that offers fast access to users' financial information
and eliminates the need for re-entries, is a major factor in the app's popularity, according to
research done by Sutherland Labs.

Super applications have appeared in fields other than messaging:

While some mega apps, like WeChat, have their roots in the communications industry, others
were founded in the transportation industry. The super app war between Grab and Gojek that

8
is currently taking place in Southeast Asia serves as the best example of this idea. Super apps
may also be on the rise in the retail sector, as marketplaces like Alibaba and MercardoLibre
are expanding the services they provide, research work by Euromonitor International

Looking at three sizable super applications from three different Asian nations: China,
Indonesia, and Singapore. WeChat, Gojek, and Grab are, correspondingly, the top applications
from these nations. The success and significant valuation (> $10 billion) of the super
applications determine their selection.

Accenture Research in the figure below shows the transformation of an App to a Super App

Some of the most common features in super-apps include:

Continuing on research work done by Accenture, for the following vertical these are the
features:
Payments and financial services
• Cashless payments
• Mobile payments
• Investment platforms
• Insurance
• Credit and loans
• QR code payments and rewards
Retail services
• Event ticket bookings (e.g., movies, theatre, sporting events)
• Restaurant and grocery ordering
• Hotel bookings
• E-pharmacies
• Transportation ticketing (e.g., bus, train, flight)
• Other e-commerce

9
Other functions
• News and media content
• Calling and messaging
• Job search
• Entertainment (e.g., music, videos)
• Real estate and rentals
• Cloud storage
Various categories for Superapp

Social

Instant messaging, audio and video calls, and content sharing fall under this category.
Services are frequently provided without charge to users and are paid for through
advertisements.

Payments

With the help of fees from retailers, users of digital wallets can pay their bills, move money,
or make payments without incurring any expenses.

E-Commerce

Here, players have the option of selling directly to customers or acting as a marketplace for
independent merchants, with merchant fees ranging from 5 to over 30%.

Rental Hailing

This is essentially the Uber business model, where a platform links drivers and customers in
exchange for payment.

Delivery Online

These services connect drivers with automobiles or delivery trucks to clients and businesses
in need of deliveries, much like ride hailing.

Rise of Super apps:

According to Accenture Research, super-apps are on the rise because:

Many consumers are now comfortable doing an increasing number of activities online and
on their smartphones as using apps has become ingrained in their daily routines. These
activities range from shopping and banking to attending business meetings, watching movies,

10
scheduling transportation, and more. Super-apps can now consolidate a market that has
grown too big and complicated for users to manage as a result of this.

Super-apps have the advantage of providing a single location for consumers to complete
many internet chores. Users find maintaining dozens of separate programmes significantly
less convenient than opening a single super-app. This is the major factor that makes super-
apps more popular than single-use apps.

Super-apps offer seamless experiences that keep users interested by combining a variety of
experiences, services, and functions on a single platform that customers already feel
comfortable using. Additionally, by providing loyalty rewards, the super-app encourages
customers to perform more of their business there in order to optimise those advantages.

Reasons for Super Apps Success

According to research work done by Emerline, the following are the reasons for success of
Super Apps:

• Mobile Experience

Because mobile devices were used by its residents to access the Internet for the very
first time, China is noted for having a populace that prioritises their use of mobile
devices. Since the Google search engine was shut down in 2010, the country had little
to no previous desktop experience, which led to the current scenario. Additionally, Asia
has the largest and cheapest smartphone market in the entire world.

What effect have these factors had on the rise in demand for super apps? The biggest
explanation is that users' behaviour has been shaped toward installing super apps, which
offer a variety of services and offerings in one location, because mobile devices used
to have a storage space limitation that prevented users from installing several apps.

• Identical Markets

The majority of Asian nations have a lot of cultural characteristics. This affects the
homogeneity of marketplaces, enabling many enterprises to operate in various nations
throughout the region and provide consistent services. As a result, the demand for the
services offered by dinner apps quickly extended over the entire region, which helped
to boost their popularity.

11
 • Population without banks

KPMG estimates that 73% of Southeast Asia's population lacks access to banking. The
area is renowned for handling mostly online transactions. In China, for instance, there
are few locations where you can use a credit card, but all merchants accept payments
made through the aforementioned super apps WeChat and Alipay.

• Government Assistance

Super applications had tremendous official support that should not be understated in
China because the country's leadership was keen to develop methods to interact
digitally with its 1.5 billion inhabitants. For instance, the WeChat super app has a good
possibility of replacing the conventional ID paperwork. Additionally, the WeChat and
Alipay super apps provide access to hundreds of public services.

Given the aforementioned factors, it is not surprising that super applications have
gained so much traction in Asian nations. Additionally, the digitalization of all
processes in the US and Europe will definitely result in the super app trend in these
countries as well.

What are super-apps’ revenue models?

According to Deloitte, Super-apps integrate the monetization strategies of numerous

enterprises. The precise revenue model super-app employs depend on the services it provides,
and super-apps can also generate income from sources other than the first-party services they
own. Common strategies include:

Costs For Third-Party Commissions

Charge a commission fee or a percentage of the money that partners from outside the
app make using it. This includes taxi services, online store purchases, or hotel
reservations.

Example: PhonePe’s on cell phone recharges over a specific size, costs $0.01 to $0.03.

Payment Platforms

As a point-of-sale solution, enforce payment systems on all third-party transactions and

then take a cut of the sale, usually from the seller.

12
 Example: WePay: demands the usage of WePay (2.9% + $0.30) for all partner "mini
programs."

Premium Subscriptions and Accounts

Charge for greater capability and visibility for corporate or public accounts, or offer a
premium membership where super-app services are made more affordable for a
monthly price.

Example: Grab: GrabExpress Packs for one month reduce deliveries by 3% to 5%.

Advertising

To create ad revenue, use in-app advertising on both first- and third-party services.
Super-apps for ride-hailing will even advertise on moving targets.

Example: LINE: It allows companies to sell LINE sticker adverts, with a total sticker
selection worth over $3.5 million.

Super Apps and Risks Involved:

What kind of risks do Super Apps generate? Why should businesses pay special attention to
Super Apps? What tactics ought they to formulate? Were some of the questions answered by
research work done by Strategy& - part of PwC Network.

Businesses from many industries are pushed to the side by new players. As a result, companies
should adopt early Asian methods and create strategies to adapt to Western markets.

Businesses ought to think about:

• Not hiding behind the scenes when it comes to customer interactions

• Utilizing customer data well

According to Gartner, the possible barriers could be:

• Developing the business ecosystem may prove to be more difficult than using new
technology.
• Since different users prefer to interact with apps in different ways, the design of a
superapp and the coherence of the miniapps published to it may have an impact on
adoption and retention.

13
Where will the next SuperApps emerge?

According to research done by CPP Investment: - there are the ideal conditions in Africa and
India for the emergence of new SuperApps. They both have significant infrastructure deficits,
to start with. Electronic payment adoption is low in the majority of African economies, and
despite demonetization efforts, only about a quarter of adults in India have bank accounts. This
means that a SuperApp with simple payment functionality—a characteristic of SuperApps—
might be in high demand in the Indian market. Additionally, the per capita income in both
markets is rising.

Smartphone penetration, the last component, is also being worked on. While penetration has
lagged behind in other areas, it is quickly expanding.

India and Super Apps:

The Indian super app market is expanding quickly and is similarly crowded as the retail sector.
When a sizable section of the populace prefers smartphones over desktop computers, a country
or region is said to be "super app-ready," and in order for super apps to function, the app
ecosystem must be tailored to local requirements, according to Economics Times

Here are a few of the most well-known and soon-to-be-released mega apps in India:

JioMart

Reliance Industries Limited, which is run by Mukesh Ambani, has combined a number of its
services under the name JioMart, including communications, grocery shopping, cloud storage,
shopping, ticket booking, and streaming of digital content.

MAARS

Conglomerate ITC stated in August that it would be launching its super app, ITC MAARS,
with the goal of broadening the opportunities available to farmers. The Meta market for
Advanced Agriculture and Rural Services, or MAARS, is designed to give farmers access to
new revenue sources.

Paytm

Additionally, Paytm has integrated practically all services inside its app, transforming it into a
super app. With the Paytm app, a user has access to all the main services provided by the

14
business, including banking and consumer finance services, online shopping, and phone
recharge.

PhonePe

To provide these services on its app, the digital payment app PhonePe has partnered with
businesses like Ola Cabs, Swiggy, Grofers, AJio, Decathlon, Delhi Metro, booking.com, etc.

Tata Neu

It is a super app for shopping, travel bookings, bill payments, financial services, exclusive
offers, rewards & more! Order groceries from bigbasket, upgrade electronics with Croma, shop
the latest fashion from Tata CLiQ and Westside, book AirAsia India flights & reserve a stay at
IHCL, order delicious food from Qmin, manage Tata Play subscription and get all your
healthcare related needs delivered from 1mg.

The super app concept is starting to be imitated by non-Asian players.

Players like Alphabet, Facebook, and Uber keep enhancing their basic offerings with new
features, which could pave the way for one day creating a super app for Western consumer
markets, research done by Euromonitor International.

Super apps: A passing trend?

The destiny of mobile apps themselves will continue to be entwined with the future of super
applications. Super applications might potentially be a bridge to a different era as society
transitions from mobile-first to AI-first cultures, research done by Euromonitor International.

15
 RESEARCH OBJECTIVES

There are several potential research objectives that could be explored in relation to super apps:

1. To do a comparative study on similarities and differences in popular super apps present

currently.
2. To conduct primary research, to understand users of super apps and find out, primarily,
which service they use the most.
3. Based on findings of research conducted, finding out companies that can incorporate
super apps in their business.

RESEARCH GAPS

1. There are a few potential research gaps in the current literature on super apps:
2. More research is needed on the long-term viability of the super app business model.
While super apps have seen significant success in some regions, it is not yet clear
whether this success is sustainable over the long term.
3. There is a need for more research on the impact of super apps on MSME industries
in India. Super apps have the potential to disrupt traditional industries, but it is not yet
clear to what extent this will happen and how it will affect these industries.
4. More research is needed on the regulatory challenges faced by super apps. As these
types of apps offer a range of services, they may need to comply with a range of
different regulations. More research is needed to understand the impact of these
regulations on the success of super apps.
5. There is a need for more research on the user experience of super apps. While super
apps offer convenience to users, it is not yet clear how easy they are to use and whether
users find them intuitive.
6. More research is needed on the potential for super apps to become a dominant
player in the digital economy. While some super apps have seen significant success,
it is not yet clear whether they will be able to maintain their dominance over the long
term.

16
 STRATEGIC GROUP MODEL
The strategic group model is a framework used to group firms that have similar strategies or
business models. In the context of super apps, firms can be grouped into different strategic
groups based on their product offerings and target markets. Some possible strategic groups for
super apps are:
1. E-commerce super apps:
These apps offer a wide range of products for online shopping and have a strong focus
on e-commerce. Examples include Flipkart and Amazon India.
2. Payment super apps:
These apps primarily offer digital payments and financial services, with a focus on
mobile wallets and online transactions. Examples include Paytm and PhonePe.
3. Food delivery super apps:
These apps allow users to order food from local restaurants and have a strong focus on
food delivery services. Examples include Swiggy and Zomato.
4. Ride-hailing super apps:
These apps allow users to book rides from drivers in their local area and have a strong
focus on ride-hailing services. Examples include Ola.
5. Multi-service super apps:
These apps offer a wide range of services, including e-commerce, digital payments,
food delivery, and ride-hailing, within a single platform. Examples include WeChat and
Alipay in China and Paytm in India.
6. Hyperlocal services super apps:
These apps allow users to order for delivery of products and services from local stores.
Examples include Dunzo.
It's important to note that some apps may have multiple strategic groups, as they may have
expanded to offer more than one service, and they can be placed in multiple strategic groups.

17
 CLASSIFICATION OF SUPER APPS
1.Open System Classification
There are two types of super apps: multipurpose and operating system super apps. A
multipurpose super app is a single multipurpose mobile application with several functionalities
or use cases, which is generally supported by a shared core underlying asset. Take Grab, for
example; in addition to ridesharing, the Southeast Asian super app also provides food and
package delivery, courier services, freight transportation, electric bicycle and motorised
scooter rentals. Another firm, Rappi, began as a Latin American on-demand delivery app and
is now expanding into financial services and online vacation booking.
Figure 1. Open ecosystem super app classification

Open ecosystem classification

Multipurpose Super App Operating System Super App

A single multipurpose app with A single multipurpose app with mini-
multiple functions programs developed by third- parties

Uber Paytm WeChat Alipay

Line Rappi Meitua Baidu

n

Grab and Rappi are completely responsible for the software development of the functionalities
that go into their super apps. They are constantly developing new business models that are
translated into new functions and launching them under the same app umbrella, which is backed
by partners like airlines and stores.
A super app for an operating system is a single multifunctional software that executes third-
party mini programs, sometimes with the help of a seamlessly integrated payment mechanism.
WeChat, for example, is credited with inventing the concept of mini-programs or apps-within-
apps.

18
2.Functional Classification

Function classification

One-industry Super Apps Daily life Super Apps

A single multipurpose app with most A single multipurpose app with

of their multiple functions belonging most of their multiple functions
to the same industry. belonging to different industries.

Paytm Alipay WeChat Rappi

Tinkoff OPay Careem Gojek

Super app classification by function

Super apps can also be classified as one-industry or daily life apps. Single multipurpose apps
with the majority of their functionalities originating from the same business are referred to as
one-industry super apps. An app that combines all of the standalone functionalities of financial
single apps into one platform or supper app is an example of this. Many neo bank applications
are dubbed super apps because they only cater to one industry: finance. These financial
technology companies provide internet-only financial services and do not have physical
locations; they often begin by providing financial services and then expand to include
supplementary services from other industries. They progress from single-industry super
applications to everyday super apps. An example of this is the Russian super app Tinkoff,
which started with financial services, and nowadays, it includes hotel booking and movie ticket
purchase services.
Daily life super apps offer everything needed in the day-to-day, including grocery shopping,
food delivery, ridesharing, medical services, flight booking, gaming, financial services, and
everything else we might need in a typical day WeChat is the most popular and popular app in
this category.

19
 TYPES OF BUSINESS MODELS IN SUPER APPS
Digital Description Super apps service
Business Model
Messaging
Companies offer a product or service free of
Invoice payments
charge. Examples: search engines and social.
Free Public transportation
Monetization is easier to achieve once users have
E-government services
become accustomed to the product or service.
E-wallet
Companies offer a free product or service with
limited functionality in the hopes of convincing
users to upgrade to a paid membership within
these free offerings. Customers can be acquired
Gaming
with little or no promotion.
Music
Freemium Spotify, for example, makes its music streaming
News
service available for free in exchange for
Stickers
advertisements. Users who pay for the premium
service can listen to music and download it for
offline use without being interrupted by
advertisements.

Companies provide services that customers can

access or utilise at their leisure and on their own Music
timetable. Games
On-demand Netflix has popularised this paradigm. At any Food delivery
time, we can watch our favourite movies on the Ride sharing
site. Uber and Lyft are examples of on-demand Bicycle sharing
services that have changed public transportation.

Online marketplaces provide a common platform

for multiple vendors to sell items and services at
competitive pricing. The e-commerce platforms E-commerce
E-commerce then receive a commission for each sale. Travel reservations
Various features like as trustworthiness, buyer Insurance services
protection, and free delivery help a successful
online marketplace earn points with its users.

Companies sell ad space on their websites, and the News

Advertising number of visitors who see or click on the ads Food delivery
generates revenue. E-commerce

Instead of buying a product or service once, Food delivery

Subscription customers pay a monthly or annual fee for regular Ride sharing
use. Bicycle sharing

Food delivery
A P2P network is a decentralized platform where
Peer-to-peer (Two- Courier services
two parties participate in a transaction. Users can
sided marketplace) Ride sharing
use the platform to buy or sell goods/services
Bicycle sharing

20
 ANALYSING WECHAT & PAYTM:
WeChat, developed by Tencent, is a Chinese multi-purpose messaging, social media and
mobile payment app, which has been widely adopted by Chinese consumers since its launch in
2011. The app has evolved from a simple instant messaging tool to a super app that offers a
wide range of services, including social networking, e-commerce, mobile payments, and more.
According to a research paper by Julie Yujie Chen , WeChat's success can be attributed to its
"sticky" ecosystem, which keeps users highly engaged with the app. This is achieved through
a combination of features such as personalized recommendations, social networking, and
gamification. Additionally, WeChat leverages network effects, where the value of the app
increases as more users adopt it, which helps to drive growth.
The app's Mini Programs feature has also been a key driver of its success. It allows small
businesses to set up an online presence within the app, which has helped to drive the growth of
e-commerce in China.
Paytm, is an Indian e-commerce platform and digital wallet, which has been widely adopted
by Indian consumers since its launch in 2010. The app has evolved from a simple digital wallet
and mobile recharge app to a super app that offers a wide range of services, including e-
commerce, digital payments, bill payments, and more.
According to a research paper by Mrs. Dhanalakshmi Komirisetty, Paytm's success can be
attributed to its focus on solving problems for the Indian consumer and providing a wide range
of services on a single platform. The app offers a one-stop solution for various needs of the
Indian consumer, from mobile recharges to bill payments, and from booking tickets to
shopping.
Paytm's digital wallet feature has also been a key driver of its success. It allows users to make
digital transactions with ease, and it has helped to drive th e growth of digital payments in
India.
WeChat and Paytm’s integration of various services and partners within the app allows users
to access a wide range of services without the need to switch between different apps, which
simplifies the process of accessing various services and provides a seamless user experience.
However, research also highlights some concerns about the impact of WeChat and Paytm on
competition and consumer welfare. For example, both the apps have a significant amount of
data on its users, which can be used to gain an unfair advantage over competitors. Additionally,
both the apps have been criticized for their ability to control access to various services and for
its ability to influence consumer behaviour.

21
 BENEFITS OF SUPER APPS OVER SINGLE USE APPS
Super applications have various advantages over single apps. To begin with, they spend less
on customer acquisition. After establishing user confidence in its main functionality
(ridesharing, food delivery, and messaging), a super app can add additional features to its
app without spending too much money on advertising.

Another benefit is that data exchange between mini-programs and functionality allows for a
more comprehensive view of the consumer. Companies that reach out to customers through
mini programs might use user data to better their marketing. The super app provides this
information, which is gathered from user interactions with the digital platform.

Super applications offer a single sign-on feature, so users don't have to remember two different
usernames and passwords for their food delivery service and reserving a taxi. All capabilities
and mini programs are accessible through a single login. It enables the super app to provide a
consistent and personalised user experience across several services, thanks to user interface
standardisation and customisation depending on user preferences.

The final advantage of super applications over single apps is that they take up less memory on
the user's device. Mini-programs, often known as mini-apps, are little apps that run inside
larger apps. These are web-based applications that operate within a native app (the super app).
Users can use third-party services without having to leave the super app or download separate
standalone apps.

22
IMPORTANT PLAYERS IN SUPER APPS CATEGORY IN DIFFERENT
REGIONS
CHINA
1.WeChat

Tencent's WeChat is a Chinese multi-

purpose chat, social media, and mobile
payment app with over one billion
monthly active users. It began as a single-
function mobile money app before
expanding to other services. It now
provides shopping, food delivery,
ridesharing, bike rentals, phone top-ups,
medical care, flight booking, train tickets,
cinema tickets, hotels, games, pay
utilities, and public services, among other
things. WeChat Pay is a daily payment
tool used by Chinese consumers around
the world with over 800 million monthly
active users, providing a smart and
efficient payment solution for both
consumers and merchants

WeChat is a super app for the Android

operating system that allows third-party
firms to create mini programs within the
super app. Companies can open an
official development account, which
allows them to develop apps and
distribute them through the WeChat app.

The WeChat APIs and SDK enable WeChat SuperApp

developers to access and integrate
WeChat's native features into a variety of applications, including native mobile apps, APP

23
Web-based apps powered by the WeChat in-app browser, and WeChat Mini-programs.
Regardless of industry, it is very usual for businesses in China to sell their services through
WeChat.

So important features which are offered by WeChat are:

• Messaging and calling app.

• WeChat localization
• QR code scan
• Search engine
• News feed
• E-wallet
• Payments
• Loans
• Bills
• Public services
• Booking rail and flight tickets, taxi
• Movie tickets
• Hotels
• Flash sales
• Housing

24
2. Alipay Super App
Super apps are shaping the future of finance, and Alipay is
one of the best examples of such a solution. This payment app
is affiliated with China’s e-commerce Alibaba and offers a
bunch of other features for finance management, shopping,
and services ordering. A user of Alipay can enjoy the benefit
of ordering food from restaurants, shopping online, getting
discounts, and sending recommendations to friends within a
single platform. The convenience of having such a solution at
hand has resulted in Alipay growing its audience to 230
million daily active users.
Alipay Essential Features
• 120,000 lite apps (shops, outlets, and restaurants)
• E-wallet, Payments
• Online transactions
• Support of 12 foreign currencies
• Recommendations
Services can be seen by the following image below:

25
JAPANESE AND SOUTH KOREAN SUPER APPS
1. LINE
With 80 million monthly active users, LINE is the most popular chat app in Japan, accounting
for 60 percent of the country's population. In Thailand and Indonesia, it is the most popular
messaging app, and it is also available in Taiwan, Korea, Malaysia, and Mexico10.
The Japanese mega app began as a chat app before evolving into a comprehensive integrated
services provider. In July 2012, it revealed its platformization intentions, including services
(mainly free), content (primarily purchased), and a payment currency (LINE coins).
Voice calling, video conferencing, live self-broadcasting video service, freemium games, food
delivery, taxi hailing, job seeking, indoor maps of shopping malls, news hub, music, and direct-
to-user advertising are all included, unlike simple apps.
LINE is a collection of services with various features integrated into the core chat software. Its
payment mechanism is the default choice for app transactions as well as other online and in-
store transactions. It has a strong sticker strategy as part of its regional character culture
admiration. Sticker sales account for a large portion of LINE's revenue. This is referred to as
"platformization of cultural creation" by Marc Steinberg.

26
2. TOSS
Another super app competitor has entered the increasingly congested Asian market, with Toss,
South Korea's largest FinTech start up, announcing a $400 million funding round, putting the
company's total valuation to $7.4 billion.

According to reports, Toss's goal in the market is to provide clients with a one-stop financial
services super app that includes:
• Insurance,
• Payments,
• Credit scoring,
• Securities trending,
• Loan services, (as of september’22)

Toss launched its mobile trading platform in March and, thanks to intensive marketing, has
amassed over 2 million members in less than two months. Toss currently has 3.5 million users
and anticipates reaching 5 million by the end of the year.

This rapid expansion has been fuelled by a rush of customers in their 20s and 30s who have
money and free time as a result of the pandemic.

27
 SUPER APPS IN SOUTH-EAST ASIAN MARKETS

Southeast Asia has been hesitant to embrace digital disruption, but multiple factors are
combining to push the area to a tipping point and accelerate adoption of multipurpose super
applications.

Southeast Asia is predicted to adopt the one-app-fits-all approach, generating $23 billion in
income by 2025 while providing a more seamless digital consumer experience for hundreds of
millions of users—and allowing investors to get in on the ground floor of the next region ripe
for digital disruption. While there are several competitors for which app will win, the eventual
winner will most likely succeed by offering the most services and operating in multiple nations
throughout the area.

The super app revenue opportunity could reach $23 billion by 2025
Source: Google, Temasek, Bain, Euromonitor, Morgan Stanley Research (e) estimates.

28
 1. GRAB
Grab is a Southeast Asian digital start-up that was founded in 2012. It has risen to the top of
the on-demand sector thanks to ground-breaking innovations and the data revolution.

Grab, which began as a ride-hailing service, has since grown into a variety of commercial
sectors, establishing itself as an on-demand "super app." It has evolved into a platform that
offers a variety of on-demand services in many locations across multiple nations.

Timeline of Grab SuperApp

Grab, which started as an on-demand taxi business under the name GrabTaxi has grown out to
be a platform where one can hire anything that runs on wheels. The platform offers more than
ten types of on-demand ride-hailing services, including taxis, private cars, bike taxis,
carpooling, bike pooling, shuttle services, etc.

29
The giant expanded its operations in not just the ride-hailing sector but also set foot in new
business verticals such as food delivery, grocery shopping, logistics delivery, on-demand video
platform, hotel booking, ticket purchasing, financial services, etc.

Thus, Grab started offering multiple on-demand services under one roof, similar to the concept
of Gojek, and emerged as a super app in Southeast Asian countries.

2. GoJek
Super apps usually arise by seeking to solve a single problem
for the mass market, gaining massive popularity, and then soon
seeing the need for auxiliary services and finance solutions.

Gojek originated in Indonesia as a call centre connecting

consumers with motorbike taxis before building a ride-hailing
app to digitise the process and attracting a large, loyal user base.

Gojek needed to offer a wider selection of products than its

Silicon Valley counterparts to attract more clients into the
ecosystem.

Gojek rapidly realised that many of its customers were

unbanked and required cash payments for transportation. Given
the fledgling state of Indonesia's digital infrastructure, Gojek was for many clients an early
online.

30
 SUPER APPS IN INDIAN MARKET
Super applications are often created and distributed by businesses that offer multiple products
or services and utilise them as a way to bring them all under one roof. When a major section
of a country's or region's population prefers smartphones over PCs, it becomes super app-ready,
and super applications require an ecosystem of apps that is tailored to local needs.
In India, the super app business is gaining traction and, like retail, is crowded. When a major
section of a country's or region's population uses smartphones instead of computers, the country
or territory becomes super app-ready, and super applications must be tailored to local demands.
Here's a glance of some of the popular super apps in India:

1. Reliance MyJio Superapp

In the last year and a half, Mukesh Ambani's RIL has made significant progress in unifying
services and products under its Jio umbrella, including e-commerce (grocery, shopping,
pharmacy, and furniture), OTT, payments, ticket bookings, and Cloud storage services.
JioMart, a joint venture between Reliance Retail and RIL's digital services subsidiary Jio
Platforms, is its own e-commerce platform. JioMart uses a scheduled delivery approach to
bring groceries and daily necessities from neighbouring stores.

31
Reliance Retail Ventures, a subsidiary of RIL, signed a couple of important transactions in the
September quarter of FY22 to expand its retail platform. It bought Milkbasket, a local search
engine platform, Justdial.

Throughout addition, it signed a franchise arrangement with 7-Eleven Inc. to open

convenience stores in India.

Reliance Retail bought online pharmacy Netmeds and furnishings retailer Urban Ladder in
FY21, and a 25.8% interest in fast commerce company Dunzo for $200 million (approximately
1,488 crore) in January 2022.

32
 2. Tata Neu SuperApp
Tata Neu is the conglomerate's super app, which combines
all of the company's digital services and apps into one place.
"Consume cutting-edge digital content, make payments,
manage your money, plan your next holiday or even just your
next meal – there's plenty to explore and experience in the
world of Tata Neu," the app's description says on its Play
Store website.

Various Tata Group digital services will be available through

the Tata Neu app, including booking flights on AirAsia India,
Air India, or booking accommodations at Taj Group facilities,
ordering groceries from BigBasket, pharmaceuticals from 1mg, and purchasing gadgets from
Croma and clothes from Westside. The start-up will award users with Neu Coins for spending
money on the app, which can be used to purchase services through the app.

33
 3. Adani Digital Labs SuperApp
Gautam Adani, industrialist and chairman of the Adani Group, dubbed the newly formed Adani
Digital Labs Pvt Ltd the "Ferrari of the digital world" (ADLPL).

Adani Enterprises' Adani Digital Lab, a wholly owned subsidiary that has yet to begin
operations, aspires to revolutionise consumer business.

According to the company, ADLPL will develop an omnichannel, integrated platform that will
allow clients to interact with all of Adani Group's B2C businesses.

Adani Digital Labs, a wholly owned company with the goal of transforming consumer
businesses into digital-first businesses by developing an omnichannel, integrated platform that
allows customers to interact with all Adani Group B2C businesses.

Chief digital officer Nitin Sethi, who formerly worked for IndiGo, is in charge of Adani's digital
strategy. One of the first steps taken by the consortium to develop the SuperApp was the
purchase of a stake in Cleartrip in late October.

34
 4. ITC MAARS SuperApp
ITC, a leading FMCG company, was one of the first to develop an agricultural SuperApp.

Chairman Sanjiv Puri announced during the firm's annual general meeting in August 2021 that
the business would develop ITC MAARS (Meta market for Advanced Agriculture and
Rural Services) to provide agricultural solutions to small farmers.

"ITC-MAARS will give ITC e-Choupal new wings and build a robust 'phygital' ecosystem to
deliver seamless, tailored solutions to farmers, anchored by FPOs, while generating new
revenue streams, improving sourcing efficiencies, and boosting the business's brands," says the
company.

It will provide a "complete complement" of agricultural solutions, including plug-ins for a

variety of Agri-tech solutions enabled by its micro services structure. This entire suite includes
hyperlocal services, AI-based personalised advisories, and online marketplaces," he had
previously stated.

35
 MAJOR SUPERAPPS IN FINANCIAL SERVICES
Banks, meantime, have recognised the value of a single gateway with different offerings, as
banking is no longer just about standard financial products and services. Top Indian banks are
enhancing their smartphone apps with simulated e-commerce sites that offer discounts and
bargains. The goal is to increase consumer loyalty. Banks, like huge retailers, e-commerce
companies, and fintech firms, are battling for customer wallets in order to cross-sell things
other than financial services.
1. YONO SBI
SBI's YONO app consolidates all of the bank's services under one roof/app to promote
convenience to its customers.
SBI customers can use the YONO App and website to integrate all of their
• SBI Mutual Fund
• SBI Card
• SBI General Insurance
• SBI Life Insurance
• SBI Securities
Offers from Flipkart, Amazon, Swiggy, Oyo Rooms, BigBasket, FirstCry, Tata CLiQ
Pepperfry, RedBus, and Ferns & Petals are among those offered on the Yono app.

36
 2. ICICI Bank’s iMobile Pay app
ICICI Bank has released 'iMobile Pay,'
a mobile banking app that allows users
of any bank to make payments and use
banking services. The 'iMobile Pay' app
combines payment app features, such as
allowing clients to pay to any Unified
Payments Interface (UPI) ID or
merchant, pay bills, and make online
recharges, with immediate banking
services, such as savings accounts,
investments, loans, credit cards, gift
cards, and travel cards. In addition,
users of 'iMobile Pay' can send money
to any bank account, payment app, or
digital wallet. The 'Pay to Contacts' function allows users to see the UPI IDs of their phone
book contacts who are enrolled on the ICICI Bank UPI ID network, as well as the UPI IDs of
any payment app and digital wallet.
3. HDFC Bank PayZapp
HDFC Bank's PayZapp is a comprehensive payment and digital
financial solution that enables consumers to pay with only one
tap on the app.
Customers can use PayZapp to shop for groceries, buy movie
tickets, shop online at SmartBuy and save money, book or
compare flight tickets and hotels, send money to anyone on your
contact list or bank account, pay bills quickly, and recharge their
mobile, DTH, and data card, among other things.
PayZapp allows you to link your debit and credit cards from any
bank and enjoy the most convenient and secure payment method
available.

4. Kotak Bank-KayMall
KayMall by Kotak Mahindra Bank is a one-
stop online shopping and travel destination for
customers. Customers may use this app to book
flights, bus tickets, and hotel accommodations
through Goibibo. It also allows you to reserve
rail tickets through IRCTC. Customers may
shop online at Flipkart and Amazon and take
advantage of exclusive offers

37
 5. Bajaj Finserv App
Bajaj Finance has a plan in place to expand its footprint in the super app industry.
Via the first phase, the corporation is offering 30 services in its super app, including financial
services, travel, entertainment, food, utility, and retail, among others.
Customers can now arrange loans, repay them, obtain EMI cards, track fixed deposits and
houses insurance, as well as access investing and no-cost EMI marketplaces. They can also
receive cashback, vouchers, and BajajCoins as prizes.
In addition, the app's insurance marketplace comprises nine players offering about 800 policies.

6. Shriram Group Financial Super App

Shriram Group will build a super app
for selling its own financial products
as well as those of its partners.
The super app will be a one-stop shop
for all types of autos at discounted
prices, as well as financial items such
as loans, mutual funds, and insurance.

38
 RESEARCH METHODOLOGY

Content analysis and Case Study Research are useful research methodology for exploring
the features, services, and user experiences of super apps. Here are the steps to conduct a
content analysis for research on super apps:
1. Define the research question: Started by defining what I wanted to learn about super
apps. This included exploring the features and services offered by different super apps,
comparing user experiences across platforms, or examining the impact of super apps
on the wider economy.
2. Select the content: Choosing the data analysed based on your research question. This
could be app store descriptions, official website, business reports, renown tech blogs
and case studies done.
3. Interpret the content: Evaluate the findings of the analysis and interpret the meaning
of the content in easy-to-understand language. This involved cross-checking the results
with other sources of data or triangulating the results with other research sources.
4. Report the results: Report the results of the analysis in a clear and concise manner.
When conducting content analysis of super apps, it is important to consider the context of the
data. It is also important to consider the limitations of the data, such as the representativeness
of the sample, the reliability, and the validity of the findings.
It is important to remember that case study research is a qualitative method that provides a
detailed and in-depth examination of a specific subject. It is best suited for exploring the unique
experiences and perspectives of individual users, and for gaining a deeper understanding of the
impact of super apps on different aspects of society. When conducting case study research, it
is important to ensure that the data is representative and valid, and that ethical considerations
are considered.
Questionnaire Method
A google form, was made to gather the responses from the consumers of the Super Apps.
A total of 18 Questions were asked to 116 respondents of various:
• Age
• Gender • Education
• Income • Occupation
This questionnaire is made to gauge the:
• Popularity of Super Apps
• Purpose of usage • Satisfaction
• Business Category of usage • Frequency
• Stickiness of Super Apps • Concerns regarding them, and more…
The purpose of the questionnaire is to understand how consumers see and use the Super App,
especially Purpose and Business Category and which will act as a guide for companies to move
forward in that direction.

39
Below is the list of the questions that were asked to the respondents via google form:

Questions Purpose
Q1 - Age
Q2 - Gender Understanding the respondents and
Q3 - Education demography the respondents belong to, this'll
Q4 - Income help us categorising respondents
Q5 - Occupation
Try check the awareness about super apps for
Q6 - Are you aware about Super Apps?
various demographics
7. How many of these Super Apps do you use?
a. Tata Neu
b. Reliance Jio To find out which Super Apps are being
c. PhonePe used, this'll also help us understanding the
d. Paytm number of users for a particular category,
e. SBI YONO e.g. SBI YONO for Financial Services
f. Zee5
g. Others, Please Specify
8. How many of the following apps, you were
aware that they are recognised as Super Apps?
Please select the options, multiple choice available
a. Google Pay
These apps are also Super Apps; however
b. Myntra
these Apps are not as popular as the apps in
c. Flipkart
Q7.
d. Amazon India
This would give us the information about
e. Swiggy
popularity about Super Apps
f. Zomato
g. Ola
h. Do not know any of the above
i. Others, Please Specify

9. How often do you use super apps?

a. Never
Gives us the frequency of use of the Super
b. Rarely
Apps.
c. Occasionally
Tells us the stickiness between user and app
d. Frequently
e. Very frequently

10. Which services do you use within super apps?

(Select all that apply)
a. E-commerce
b. Ride-hailing
This will give us the most widely used
c. Food delivery
business category
d. Financial services
e. Social networking
f. Gaming
g. Other (please specify)

40
11. How satisfied are you with the user experience
of super apps?
a. Very dissatisfied
This will tell us the customer experience and
b. Somewhat dissatisfied
satisfaction of using Super Apps as whole.
c. Neutral
d. Somewhat satisfied
e. Very satisfied

12. How important is convenience to you when

using super apps?
a. Not important at all
Finding how important is "convenience" to
b. Somewhat unimportant
users when using the Super Apps
c. Neutral
d. Somewhat important
e. Very important

13. How likely are you to recommend a super app

to a friend or family member?
a. Not likely at all
b. Somewhat unlikely Leads us towards the Net Promoter Score
c. Neutral
d. Somewhat likely
e. Very likely

14. How do you feel about the level of data privacy

and security when using super apps?
a. Very concerned Finding how important is "Data Privacy and
b. Somewhat concerned. Security" to users when using the Super
c. Neutral Apps
d. Not very concerned
e. Not concerned at all.

15. How do you feel about the impact of super apps

on consumer welfare?
a. Very negative
Finding the impact of the Super Apps felt
b. Somewhat negative
with regards to consumer welfare
c. Neutral
d. Somewhat positive
e. Very positive

16. Have you ever used a super app to make an

Tells us the usage of super apps for "online"
online purchase?
purchase
a. Yes b. No
17. Have you ever used a super app to pay for a
Tells us the usage of super apps as Payment
service or product?
Gateway
a. Yes b. No
18. Do you have any suggestions for how super
Asking for suggestions for enhancement of
apps could improve their services? (Open-ended
Super Apps and the services offered
question)

41
 SERVICES OFFERED BY MOST POPULAR APPS WORLDWIDE

SuperApps/
WeChat Alipay GoJek Grab Line KakaoTalk Paytm Zalo Opay Gozem Rappi
Services

Messaging ✓ ✓ ✓ ✓

Social Media ✓ ✓ ✓ ✓

Mobile
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Payments
Online
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Shopping

Ride-hailing ✓ ✓ ✓ ✓ ✓ ✓ ✓
Food
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Delivery
On-demand
✓ ✓ ✓
Services
Ticket
✓ ✓
Booking
Financial
✓ ✓ ✓ ✓
Services
Wealth
✓
Management
Credit
✓
Scoring
Loan
✓
Services
Insurance ✓

The following comparison is done for all popular Super Apps of the world and the services
that they offer.

In this table, the services are listed in the first column, and the presence of a service (✓) or
absence (blank) for each super app is shown in the following columns.
The table in the next page shows Super Apps:
1. Main Location
2. Core Functionality
3. Monthly Active Users
The table next page shows in depth details of services offered by various Super Apps across
the world.

42
 Main Core Monthly active users
SuperApp (MAU)
Location Functionality (In Millions)
WeChat China Messaging 1213
Alipay China Payments 785
Meituan China E-commerce 290
GoJek Indonesia Ridesharing 38
Grab Southeast Asia Ridesharing 125
Line Japan Messaging 84
KakaoTalk Korea Messaging 45
Paytm India Payments 150
Zalo Vietnam Messaging 60
Opay Nigeria Payments 5
Gozem Africa Ridesharing 0.2
Rappi Latin America Food delivery 10

43
 SERVICE-OFFERING MATRIX OF DIFFERENT INDIAN SUPER
APPS
Reliance Tata SBI
Services Zee5 Paytm PhonePe Ola Uber
Jio Neu Yono
Mobile
✔️ ✔️
Network
Home
✔️ ✔️
Internet
OTT
✔️ ✔️
Content
Music
✔️
Streaming
News ✔️ ✔️
Mobile
✔️ ✔️ ✔️ ✔️
Wallet
Payment
✔️ ✔️ ✔️ ✔️ ✔️
Gateway
Banking
✔️ ✔️ ✔️ ✔️
services
Online
✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️ ✔️
Shopping
Insurance ✔️ ✔️ ✔️ ✔️
Flight
✔️ ✔️ ✔️
Booking
Bus
✔️ ✔️ ✔️
Booking
Hotel
✔️ ✔️ ✔️
Booking
Food
✔️ ✔️ ✔️ ✔️
Delivery
Games ✔️ ✔️
Gold
✔️ ✔️ ✔️
Investment
Mutual
✔️ ✔️ ✔️
Funds
Electricity
Bill ✔️ ✔️ ✔️ ✔️
Payment
DTH
✔️ ✔️ ✔️ ✔️
Recharge
Train/Flight
✔️ ✔️
Tickets
Movie
✔️ ✔️ ✔️
Tickets
Event
✔️
Booking
Ride-
✔️ ✔️
hailing
Outstation
✔️
Cabs
Bike Taxis ✔️ ✔️

44
 SERVICE-OFFERING MATRIX OF DIFFERENT INDIAN FINANCIAL
SUPER APP

ICICI Pay

PayZapp

KayMall
PhonePe

Shriram
Amazon

FinServ

Finance
Google
Service / YONO

HDFC
Paytm

Dhani
Bajaj

App
Pay

Pay
Service SBI
Providers

Non-financial
services

Shopping

Personal
finance

Payments

Lending

Retail
investment

Insurance

International
transfers

Rewards

Wallet Service

ATMs

45
 QUESTIONNAIRE RESPONSE ANALYSIS
Methodology
• Questionnaire Checking/Editing: The questionnaire is checked for completion and
interviewing quality. Editing is the review of the questionnaire with the objective of
increasing accuracy and precision.
• Collation of Data: The data is collated in the excel sheet and prepared for statistical
analysis.

Understanding Demographics of Respondents

• Age: 64% of respondents belong to 25 – 44 years, they form the target audience for
usage of super apps

Demographic Age

4% 9%
14% < 18
18-24
27% 25-34
13%
35-44
45-54
55+
37%

• Gender: Close to 2/3rd respondents were Males and 1/3rd Females

Demographic Gender

33%
Male
Female

67%

46
• Education: 80% of respondents have a formal college education with 32% having a
post graduate education

Demographic: Education

6%
High school diploma or equivalent
14%
32%
Some college or trade school

Under Graduate degree

Post Graduate degree

48%

• Annual Income: 70% of respondents earn more than 7.5 Lakhs.

Demographic: Income (Annual)

12%
21%

Less than 5 Lakh

5 - 7.5 Lakh
18%
7.5 - 10 Lakh

10 - 15 Lakh

15 Lakh +
27%

22%

47
 • Occupation: 22% of respondents have full time employment.

Demographic: Occupation

Employed 22%

Unemployed 2%

Student 76%

0% 10% 20% 30% 40% 50% 60% 70% 80%

FINDINGS
Awareness: 72% are aware about Super Apps

Usage of some super apps: Reliance Jio was identified as most used super app.

How many of these Super Apps do you use?

12%
Zee5
29%
SBI YONO
47%
Paytm
48%
PhonePe
57%
Reliance Jio
37%
Tata Neu

0% 10% 20% 30% 40% 50% 60%

48
Identifying other apps as super apps: Checking the awareness of respondents whether they
can identify other apps as super app.

How many of the following apps, you were aware that they
are recognised as Super Apps?

72%
Do not know any of the above 4%
Ola
2%
Zomato
3%
Swiggy
Amazon India 17%

Flipkart 18%

Myntra 13%
Google Pay
6%

0% 20% 40% 60% 80%

Frequency of usage of super apps: Understanding usage pattern of respondents via frequency.

How often do you use super apps?

40% 38%

35% 33%

30% Never

25% Rarely
22%

20% Occasionally

15% Frequently

10% Very frequently

6%
5%
1%
0%

49
Services used on super apps: Understanding usage pattern of respondents via services offered
by various super apps.

Which services do you use within super apps?

60%
54%
49%
50%

E-commerce
40%
Ride-hailing

30% Food delivery

22% Financial services

20% Social networking

14%
12% Gaming
9%
10%

0%

User experience of super apps: Understanding experience of respondents in terms of

satisfaction when using various super apps.

How satisfied are you with the user experience of super apps?

35%
32%

30%

25%
25%
21% Very dissatisfied

20% 18% Somewhat dissatisfied

Neutral
15%
Somewhat satisfied
10%
Very satisfied

5% 4%

0%

50
Convenience of super apps: Understanding importance of convenience of super apps for
respondents. 68% responded with Very Important.

How important is convenience to you when using super

apps?
1% 1%

12% Not important at all

Somewhat unimportant

Neutral
18% Somewhat important

Very important
68%

Convenience of super apps: Understanding the likelihood of super apps for respondents. 57%
very Likely to recommend super app.

How likely are you to recommend a super app to a friend

or family member?

Not likely at all

28% 27%
Somewhat unlikely

57% Neutral

30% Somewhat likely

12%
Very likely

3%

51
Data Privacy and Security of super apps: Understanding importance of convenience of super
apps for respondents. 85% feel very concerned about the same.

How do you feel about the level of data privacy and security
when using super apps?

0%

Not concerned at all.

1%
Not very concerned
4%
Neutral

10% Somewhat concerned.

Very concerned
85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Impact of super apps on competition and consumer welfare: 59% are very positive about
the competition and consumer welfare, some respondents said “price war” will help consumers
and companies will provide better services and features.

How do you feel about the impact of super apps on

competition and consumer welfare?

21% Very negative

32% Somewhat negative

59% Neutral
Somewhat positive
38%
Very positive

4%
5%

52
E-Commerce on super apps: 71% of respondents have used super app for ordering online.

Financial Services on super apps: 65% of respondents have used super app for payment and
other financial services.

53
 COMPANIES THAT CAN USE SUPER APP
Based on the primary research, E-commerce & Financial services are most used service by
consumers of Super Apps.

With high frequency of usage, high satisfaction of respondents and using super apps for E
commerce and Financial Services, below are the companies/conglomerates that can incorporate
super apps:

1. PolicyBazaar
2. Aditya Birla Group
3. Godrej Group

Here is a short description of the companies/conglomerates:

PolicyBazaar is an Indian financial services company that provides customers with an online
platform to compare and purchase insurance policies. The company was founded in 2008 and
has since become one of the largest insurance comparison websites in India. PolicyBazaar has
a commitment to making insurance accessible and affordable for all customers and is known
for its innovative and technology-driven approach to the industry.

Aditya Birla Group is a multinational conglomerate based in India. It has a presence in several
industries, including telecommunications, textiles, financial services, and metals. The group is
known for its commitment to innovation and sustainability and is one of India's largest and
most respected business organizations.

Godrej Group is another Indian conglomerate with a presence in industries such as real estate,
consumer goods, and financial services. The group has a rich history dating back over 100
years and is known for its commitment to sustainability, innovation, and social responsibility.

54
PolicyBazaar can potentially incorporate a super app strategy for its financial business vertical.
PolicyBazaar is a leading online insurance comparison platform in India, offering customers
the ability to compare and purchase insurance policies. By incorporating a super app strategy,
PolicyBazaar could potentially expand its reach and offerings in the financial services
space.

Incorporating a super app strategy would allow PolicyBazaar to bring multiple financial
services under a single platform, providing customers with a comprehensive suite of financial
services. For example, the company could potentially integrate payment services, allowing
customers to manage their finances and make payments directly from the app. Additionally,
PolicyBazaar could also potentially integrate wealth management services, providing
customers with the ability to invest their money and grow their wealth from within the app.

Adopting a super app approach could yield numerous advantages for PolicyBazaar. Firstly, it
could lead to expansion in the company's offerings and reach in the financial services
sector, fuelling growth. Secondly, offering a seamless and comprehensive experience with
multiple products and services could enhance customer loyalty. Lastly, being a leader in the
digital financial services industry using a super app strategy could boost PolicyBazaar's
competitiveness.

However, it's important to note that incorporating a super app strategy would also come with
challenges. PolicyBazaar would need to invest in technology and infrastructure to support
the integration of multiple services into a single platform. Additionally, the company would
need to comply with various regulations and ensure that customer data is protected and
secure.

In conclusion, incorporating a super app strategy for its financial business vertical could
provide PolicyBazaar with several benefits and help position itself as a leader in the digital
financial services space. By integrating multiple services and offerings into a single platform,
PolicyBazaar could potentially provide customers with a comprehensive and convenient
experience, driving growth and increasing customer loyalty.

However, it's important to consider the challenges and ensure that the company has the
resources and infrastructure in place to support this type of integration.

55
 ADITYA BIRLA GROUP & GODREJ GROUP
Aditya Birla Group can potentially incorporate a super app strategy for its e-commerce and
financial business verticals. The Aditya Birla Group is a multinational conglomerate with a
presence in several industries, including finance, fashion, and lifestyle products.

The Godrej Group can potentially incorporate a super app strategy for its e-commerce and
financial business verticals. The Godrej Group is a conglomerate with a presence in several
industries, including real estate, consumer goods, and financial services.

By integrating multiple services and offerings into a single platform, both Aditya Birla group
and Godrej Group could potentially provide a more comprehensive and convenient
experience for its customers.

E-Commerce Vertical

• Here, the Aditya Birla Group already has a presence in retail and fashion, with several
brands under its umbrella. Incorporating a super app strategy in this space could allow
the group to expand its offerings and provide customers with a seamless shopping
experience that encompasses multiple products and services.

For example, the group could potentially integrate its fashion and lifestyle
brands, offering customers the ability to shop for clothing, footwear, and
accessories all within a single platform.

• Here, the Godrej Group already has a presence in the consumer goods space, with
several well-known brands under its umbrella. By incorporating a super app strategy,
the group can broaden its offerings and give customers an effortless shopping
experience that covers a variety of products and services.

For example, the group could potentially integrate its consumer goods brands,
offering customers the ability to shop for household goods, personal care
products, and food and beverages all within a single platform. Additionally,
the group could also potentially integrate payment and delivery services,
allowing customers to complete their entire shopping in single app.

Additionally, both the groups could also potentially integrate payment and delivery services,
allowing customers to complete their entire shopping experience without having to leave
the app.

56
Financial Business Vertical
Here, Aditya Birla Group and Godrej Group has a presence in several areas, including

• Insurance
• Payments
• Wealth Management

By incorporating a super app strategy, the groups could potentially bring all of these offerings
under a single platform, providing customers with a comprehensive suite of financial
services.

For example, the groups can potentially integrate its insurance offerings, allowing customers
to compare and purchase insurance policies without having to leave the app.

Additionally, the group could also potentially integrate its payment services, allowing
customers to manage their finances and make payments directly from the app.

Benefits
Incorporating a super app strategy for both its e-commerce and financial business verticals
could provide the Aditya Birla Group and Godrej with several benefits, as follows:

• It could drive growth by expanding the group's reach and offerings in these spaces.
• It could increase customer loyalty by providing customers with a comprehensive and
convenient experience that encompasses multiple products and services.
• A super app strategy could also allow the Aditya Birla group to better compete in these
industries, positioning itself as a leader in the digital space.

In conclusion, incorporating a super app strategy for its e-commerce and financial business
verticals could provide the Aditya Birla Group and Godrej Group with several benefits and
help position itself as a leader in the digital space.

By integrating multiple services and offerings into a single platform, both the groups could
potentially provide customers with a comprehensive and convenient experience, driving
growth and increasing customer loyalty.

Both the company would need to comply with various regulations and ensure that customer
data is protected and secure.

57
 MANAGERIAL IMPLICATIONS
Research on super apps has shown that they are becoming increasingly popular and are having
a significant impact on the way people live and interact with technology. As a result, it is
important for businesses and managers to understand the implications of super apps and how
they can be leveraged to drive growth and competitiveness.

1. Increased Consumer Demand for Convenience: Research has shown that consumers
are increasingly looking for convenience and simplicity in their digital experiences.
Super apps provide a one-stop-shop for multiple services, making it easier for
consumers to access the services they need. This increased demand for convenience is
likely to drive further adoption of super apps, making it important for businesses to
consider how they can integrate with these platforms to reach and engage with
consumers.

2. Competition: The rise of super apps also means increased competition in the market.
Businesses will need to find ways to differentiate themselves in a crowded market and
offer unique value propositions to attract and retain customers.

3. Data Privacy and Security Concerns: As super apps collect and store large amounts
of personal data, businesses need to ensure that they are complying with data privacy
regulations and protecting customer data from potential breaches.

4. Changes in the Ecosystem: Super apps are changing the digital ecosystem, with many
services being centralized within a single platform. This means that businesses that once
operated independently may now be part of a larger platform, and will need to adapt to
this new operating environment.

5. Monetization Opportunities: Super apps offer a range of monetization opportunities,

including in-app purchases, advertising, and subscriptions. Businesses can take
advantage of these opportunities by developing and offering services that are appealing
to consumers.

In conclusion, the rise of super apps presents both challenges and opportunities for businesses.
Managers will need to stay up to date on the latest developments in the market and adapt to the
changing landscape to remain competitive. This will involve considering how to integrate with
super apps, protecting customer data, and taking advantage of monetization opportunities. By
doing so, businesses can position themselves for success in the age of super apps.

58
 CONCLUSION

Super apps are a new form of mobile application that aims to provide users with a one-stop
solution for multiple services. These apps have gained significant popularity in recent years,
particularly in Asia, where they have become ubiquitous in the daily lives of many consumers.
The super app concept integrates a wide range of services and features, including e-commerce,
food delivery, ride-hailing, financial services, and more.

The success of super apps can be attributed to several factors. Firstly, they offer convenience
to users by consolidating multiple services into one platform. Secondly, they provide a more
seamless user experience through integrated payments and personalized recommendations.
Thirdly, super apps have harnessed the power of big data and AI to offer more relevant and
customized services to users.

One of the most significant benefits of super apps is that they have the potential to bring
previously unbanked consumers into the formal financial system. For example, many super
apps in Asia offer mobile payments and other financial services, which allow consumers to
access these services without having a traditional bank account. This is particularly relevant
for countries with large populations that are underbanked, where super apps can serve as a
gateway to financial services.

However, the success of super apps is not without challenges. The sheer complexity of offering
multiple services and features within a single app presents significant technical and operational
challenges. Furthermore, regulatory issues and privacy concerns are becoming increasingly
prevalent, as super apps hold vast amounts of personal and financial data on their users.

In conclusion, super apps represent a new era in mobile applications and have the potential to
revolutionize the way we interact with technology and access services. They offer a multitude
of benefits, including convenience, a seamless user experience, and financial inclusion for the
underbanked. While there are challenges to be overcome, such as technical and operational
hurdles and regulatory issues, the future of super apps is bright, and they are likely to become
an even more integral part of our daily lives in the years to come.

In order to continue to grow and succeed, super apps must focus on providing high-quality and
secure services, while also addressing privacy concerns and regulatory challenges. With the
right approach, super apps have the potential to change the way we live, work, and interact
with the world around us.

59
 REFERNECES
1. Euromonitor International. (2020). Disruptors: How Companies Need to Prepare
for the Super App Era in Commerce | Market Research Report. Euromonitor.
https://www.euromonitor.com/disruptors-how-companies-need-to-prepare-for-the-super-
app-era-in-commerce/report
2. CPP Investments. (2021). Superapps dominate digital life in asia will they do the
same in other market. https://www.cppinvestments.com/insights/whitepaper-superapps-
dominate-digital-life-in-asia-will-they-do-the-same-in-other-markets-en.pdf
3. Sutherland Labs. (2021). The Rise of Super Apps.
https://sutherlandlabs.com/insight/the-rise-of-super-apps/
4. Gartner. (2021). What Is a Superapp? https://www.gartner.com/info/glossary/superapp
5. PYMNTS. (2021). The Super App: A Solution for Modern Living.
https://www.pymnts.com/news/partnerships-acquisitions/2021/the-super-app-a-solution-
for-modern-living/
6. Wang, Q., Hu, W., Shi, W., Yang, L., & Huang, Y. (2016). Optimized Functionality
for Super Mobile Apps. IEEE Conference Publication | IEEE Xplore.
https://ieeexplore.ieee.org/document/7579086
7. Lunden, I. (2021, August 31). Forecasting the Future of Super-Apps. The Wall
Street Journal. https://www.wsj.com/articles/forecasting-the-future-of-super-apps-
11630477802
8. Jia, L., Nieborg, D. B., & Poell, T. (2022). On Super Apps and App Stores: Digital
Media Logics in China’s App Economy. New Media & Society, 24(2), 352–371.
https://doi.org/10.1177/14614448211003581
9. Fortune India. (2021). Can Super Apps Conquer The Indian Market? Fortune India:
Business News, Strategy, Finance and Corporate Insight
10. Inc42.(2021) Can Super Apps conquer the Indian market
https://www.inc42.com/features/can-super-apps-conquer-the-indian-market/
11. AgileTech Vietnam. (2020, December 18). Tata’s Super App: The Rise Of Super
Apps In India. Medium. https://agiletech.vn/tatas-super-app-the-rise-of-super-apps-in-
india/
12. Accenture. (2021, May 27). Rise of the Super-App. Accenture Banking Blog.
https://www.accenture.com/us-en/blogs/banking-blog/rise-of-the-super-app
13. Emerline. (2021, September 14). Super Apps: Your Guide to the Increasing Trend.
https://emerline.com/blog/super-apps-your-guide-to-the-increasing-trend
14. Instabug. (2020, October 6). The Case for Super Apps: Why Enterprises Are
Building Them Now. Instabug Blog. https://instabug.com/blog/the-case-for-super-apps-
why-enterprises-are-building-them-now/

60