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深入:电信公司应该探索超级应用机会?

在印度,一些最近的事态发展使super-apps成为人们关注的焦点。第一高塔姆·阿达尼,阿达尼集团的头头,他最近透露他的意图来启动一个超级应用,“数字世界的法拉利”的应用,在未来6个月左右。第二个是塔塔Neu的发射,塔塔集团的一个应用程序,将所有面向客户的产品从大篮子塔塔玩跨不同行业纵向市场在一个应用程序。

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深入:电信公司应该探索超级应用机会?
由Gagandeep考尔

今年的想法super-apps与Elon Musk再度成为关注焦点,Twitter的新主人,提及他打算把Twitter变成super-app。此外,几家全球科技公司,像Facebook, Uber, PayPal和Spotify,计划将更多的功能添加到他们的应用程序,以提高用户参与度。Facebook也在Instagram添加购物功能的过程。

即便如此,super-apps并不新鲜,已经存在了十多年。中国巨头腾讯微信,发达,在很大程度上是被认为是第一个super-app。它最初是作为一个消息传递应用程序现在允许用户做一些事情,包括预订一辆出租车,玩视频游戏,使移动支付和访问政府服务,等等。这个想法被其他几个复制,包括支付宝在内的掠夺,Gojek线,在东南亚,尽管有限的成功。

印度的故事

在印度,一些最近的事态发展使super-apps成为人们关注的焦点。第一个是高塔姆·阿达尼阿达尼集团的头头,他最近透露他的意图来启动一个超级应用,“数字世界的法拉利”的应用,在未来6个月左右。第二个是塔塔Neu的发射,一个应用程序的塔塔集团,将他们所有的面向客户的产品从大篮子塔塔玩跨不同行业垂直在一个应用程序。塔塔已经有利可图的用户下载应用程序通过提供忠诚点和福利购买其服务和产品应用。

除了塔塔集团,依赖行业super-app称MyJio,包括一些应用程序如Saavn, Jio集市,Jio支付Jio健康等等。该公司还收购了拨号程序,在城市和工业提供搜索服务。依赖的一个关键优势Jio是它与几家技术公司紧密合作,比如Facebook和谷歌。依赖最相关的伙伴关系在超级应用领域与Facebook(现在元)。此外,依赖超级应用可能是结合Facebook-owned WhatsApp,这必然会给它一个主要的优点。然而,Jio从未真正积极推广MyJio应用。

“在印度,电信公司试图做一些超级应用方向。例如,旅馆已经启动了应用程序允许用户消费内容和支付。然而,问题的关键是,几乎没有人会使用Airtel付款。有意义的公司和一些产品和服务,如塔塔和依赖,让一切都在一个超级应用伞。然而,它没有多大意义的电信,像Airtel,因为他们缺乏粘性ride-hailing或食物等服务交付,”尼尔·沙阿说,合伙人对位。

“Jio有很大的优势,因为它与Facebook合作。它已经与WhatsApp JioMart集成。另一方面,旅馆没有一个正在进行的与一个球员像Facebook的合作,将处于不利地位,”国王补充道。

在印度,一些数码公司正在努力进化成超级应用。例如,PayTM不再仅仅是付款,可以还书飞行和电影票,投资于共同基金,等等。

为什么电信公司探索思考加入超级应用潮流?
超级应用的想法吸引了电信公司,因为从理论上讲,他们有几个事情。一个巨大的用户基础和对消费者使用行为数据的访问在令人羡慕的位置,他们可以使用这些数据来交叉销售。

将服务集成到一个超级应用被电信公司了,因为越来越多的服务提供商在世界各地冒险超越连接性解决方案中减少arpu,利润率下降。例如,一些电信公司,尤其是在亚太地区,现在提供电子支付服务,主要一个超级应用要求。

此外,电信公司信任的用户。订户数年来一直使用他们的服务和信任这个品牌。这意味着更有可能用户会使用一个品牌它依赖于提供的新服务。这也是重要的一个时代,数据隐私问题也在增多。另一个主要动力是电信公司需要超过哑管道用户。与超级应用程序,他们可以使用现有资产出售新服务收入增长。他们终于有机会提高他们的相关性在不断增长的数字生态系统。

主要原因有一个突然的想法的超级应用程序是一个运动远离browser-tracking饼干的利益保护用户隐私。例如,苹果最近实施了一项技术,防止营销人员跟踪用户跨多个应用程序。基本上这意味着社交媒体公司,获得通过使用用户数据销售他们的产品可能会推出超级应用程序让用户参与的时间较长,在那里他们可以收集数据并使用它自己的优势。

读也

麝香为Twitter有一个“超级应用”计划。这是非常模糊的

高塔姆·阿达尼赢得印度有一个应用程序吗?

电信公司“超级应用

telco-led超级应用的一个例子是MTN Ayoba,这在很大程度上被认为是非洲的第一个超级应用。MTN和non-MTN用户是可用的和提供一系列服务,包括付款、消息传递、内容、旅游服务、媒体渠道,以及专业的服务,比如网上MTN学校和MTN莫莫,等等。MTN最近宣布Ayoba拥有超过1000万活跃用户,目标是到2025年有1亿用户。

另一个例子是TurkCell计划将其PayCell应用到一个超级应用。它已经提供了许多服务,包括账单支付、购买汽车燃料,与二维码手机转账和支付。泰国的AIS还计划现有MyAIS应用过渡到一个超级应用。

然而,陪审团是在电信公司是否应该或不应该探索超级应用机会。“对于任何超级应用成功你需要一个杀手级应用,将吸引用户。所以,我认为,电信公司可能需要参加一个收购一个受欢迎的数字服务成功利用超级应用机会。(在印度)的另一个因素是,人们已经习惯用几个应用不同的任务,它可以限制一个超级成功的应用了。易观国际(Analysys)的校长说:“Ashwinder Sethi梅森。

而一些电信公司玩弄超级应用的想法,显然是缺乏成功的印度电信公司效仿的例子。

(德里独立电信记者Gagandeep Kaur)

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\"In-depth:<\/figure>By Gagandeep Kaur<\/strong>

This year the idea of super-apps was back in focus with Elon Musk, the new owner of Twitter, mentioning that he intends to transform Twitter into a super-app. Further, several global technology companies, like Facebook, Uber, PayPal and Spotify, plan to add more features to their applications to enhance user engagement. Facebook is also in the process of adding shopping features on Instagram.

Even so, super-apps are not new and have existed for over a decade. WeChat, developed by Chinese giant Tencent, is largely believed to be the first super-app. It was initially launched as a messaging app but now allows the user to do several things, including booking a cab, playing video games, making mobile payments and accessing government services, among others. The idea was replicated by several others, including Alipay, Grab, Gojek and Line, in southeast Asia, though with limited success.

<\/div><\/div>The India Story

<\/strong>In India, a couple of recent developments have put the spotlight on super-apps. The first is Gautam Adani<\/a>, head honcho of the Adani Group, who recently revealed his intentions to launch a super app, the `Ferrari of the digital world' app, in the next six months or so. Second is the launch of Tata Neu, an app by the Tata Group<\/a>, bringing all their customer-facing products from Big Basket to Tata Play across different industry verticals under one app. Tata has made it lucrative for users to download the app by offering loyalty points and benefits for purchasing its services and products through the app.

Apart from the Tata Group, Reliance<\/a> Industries has a super-app called MyJio<\/a>, which includes several apps such as Saavn, Jio Mart, Jio Payments and Jio Health<\/a>, among others. The company has also acquired the Just Dial app, which offers search services across cities and industries. A key advantage for Reliance Jio is that it works closely with several technology companies like Facebook and Google. Reliance's most relevant partnership in the realm of the super app is with Facebook (now Meta). In addition, Reliance's super app is likely to be integrated with Facebook-owned WhatsApp, which is bound to give it a major advantage. However, Jio has never really aggressively promoted MyJio app.

<\/div><\/div>\"In India, the telcos have tried to do something in the super app direction. For instance, Airtel has launched apps that allow users to consume content and make payments. However, the point is that hardly anyone would be using Airtel to make a payment. It makes sense for a company with several products and services, like Tata and Reliance, to bring everything under one super app umbrella. However, it doesn't make much sense for a telco, like Airtel, because they lack sticky services like ride-hailing or food delivery,\" says Neil Shah, Partner at Counterpoint.

\"Jio has a significant advantage because of its tie-up with Facebook. It has already integrated JioMart with WhatsApp. On the other hand, Airtel doesn't have an ongoing collaboration with a player like Facebook, putting it at a disadvantage,\" adds Shah.

In India, several digital companies are trying to evolve into super apps<\/a>. For instance, PayTM is no longer just about making a payment, one can also book flight and movie tickets and invest in mutual funds, among other things.

Why are telcos exploring thinking of joining the super app bandwagon?
The idea of a super app appeals to telcos because, theoretically, they have several things going for them. A massive subscriber base and access to consumer usage behavior data put them in an enviable position and they can use this data to cross-sell.

Integrating services into a super app is being explored by telcos because a growing number of service providers across the world are venturing beyond connectivity solutions in the midst of dwindling ARPUs and falling profit margins. For instance, several telcos, especially in the APAC region, now offer digital payment services, a major requirement for a super app.

Further, the telcos are trusted by the users. The subscribers have been using their services for several years and trust the brand. This means that there is a greater chance a user will start using a new service offered by a brand it relies on. This is also important in an era when data privacy concerns are on the rise. Another major driver is that the telcos need to be more than dumb pipes to their subscribers. With super apps, they can use their existing assets to sell new services to grow their revenue. They finally have a chance to increase their relevance in the growing digital ecosystem.

A key reason why there is a sudden interest in the idea of super apps is that there is a movement away from browser-tracking cookies in the interest of protecting user privacy. For instance, Apple recently implemented a technology that prevents marketers from tracking users across multiple apps. Essentially this means that social media companies that earn by using the user data to sell them products will likely launch super apps to keep the user engaged for a longer time where they can gather data and use it to their advantage.

Read also<\/h3>
<\/a><\/div>

Musk has a 'super app' plan for Twitter. It's super vague<\/h4><\/a><\/div>
<\/a><\/div>

Can Gautam Adani win India with an app?<\/h4><\/a><\/div><\/div>
Telcos' Super App Play

<\/strong>An example of a telco-led super app is MTN's Ayoba, which is largely considered Africa's first super app. It is available to both MTN and non-MTN users and provides access to a range of services, including payment, messaging, content, travel services, media channels, as well as specialized services like MTN Online School and MTN MoMo, among others. MTN announced recently that Ayoba has more than 10 million active users and is targeting to have 100 million users by 2025.

Another example is TurkCell planning to turn its PayCell app into a super app. It already offers several services, including bill payments, car fuel purchases, mobile money transfers and payments with QR codes. Thailand's AIS is also planning to transition its existing MyAIS app into a super app.

However, the jury is out on whether telcos should or shouldn't explore the super app opportunity. \"For any super app to be successful you do need a killer app that will pull in the users. So, I believe the telcos may need to go in for an acquisition of a popular digital service to successfully leverage the super app opportunity. Another factor is that people [in India] are already used to using several apps for different tasks, which can limit the success of a super app launched now. ,\" says Ashwinder Sethi, Principal at Analysys Mason.

While several telcos have toyed with the idea of super apps, there is clearly a lack of successful examples for Indian telcos to emulate.

(Gagandeep Kaur is a Delhi-based independent telecom journalist)<\/em><\/strong>
<\/div><\/div>
Follow and connect with us on Twitter<\/a>, Facebook<\/a>, Linkedin<\/a>, Youtube<\/a><\/div>","NumberOfSentences":{"minfo":"55.0","minfoseo":"55-0"},"AutomatedReadabilityIndex":{"minfo":"14.0","minfoseo":"14-0"},"LastPublishMilliTime":{"minfo":"1670896702866","minfoseo":"1670896702866"},"ReadabilityGradeLevel":{"minfo":"College","minfoseo":"college"},"GadgetsMarkedReviewed":{"minfo":"0","minfoseo":"0"},"HashCode":{"minfo":"784389287","minfoseo":"784389287"},"latestnewsflag":{"minfo":"1.0","minfoseo":"1-0"},"NumberOfCharacters":{"minfo":"6692.0","minfoseo":"6692-0"},"NumberOfWords":{"minfo":"1109.0","minfoseo":"1109-0"},"key":{"0":{"keyid":"3658983","value":"Super apps","smid":"0","keynameseo":"Super-apps","keytype":"","keycount":"totalcount","weightage":"100"},"1":{"keyid":"10926","value":"reliance","smid":"0","keynameseo":"reliance","keytype":"","keycount":"totalcount","weightage":"80"},"2":{"keyid":"15768889","value":"jio health","smid":"0","keynameseo":"jio-health","keytype":"","keycount":"totalcount","weightage":"50"},"3":{"keyid":"111343","value":"gautam adani","smid":"0","keynameseo":"gautam-adani","keytype":"","keycount":"totalcount","weightage":"50"},"4":{"keyid":"6355725","value":"Tata Group","smid":"0","keynameseo":"Tata-Group","keytype":"","keycount":"totalcount","weightage":"20"},"5":{"keyid":"46801","value":"Prime","smid":"0","keynameseo":"Prime","keytype":"","keycount":"totalcount","weightage":"20"},"6":{"keyid":"3390853","value":"MyJio","smid":"0","keynameseo":"MyJio","keytype":"","keycount":"totalcount","weightage":"20"},"8":{"keyid":"7693153","value":"ETTspecial","smid":"0","keynameseo":"ETTspecial","keytype":"","keycount":"totalcount","weightage":"20"},"9":{"keyid":"6354287","value":"Bharti Airtel","smid":"0","keynameseo":"Bharti-Airtel","keytype":"","keycount":"totalcount","weightage":"20"}},"similarlytagged":[{"msid":"96185598","stname":"In-depth: Should telcos explore super apps opportunity?","artsyn":"In India, a couple of recent developments have put the spotlight on super-apps. 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