Super Apps: Opportunities and Challenges

Abstract

Super apps are accelerating digital adoption in developing markets with marketplaces that offer a wide range of products and services and mobile payments (QR codes). They bundle many single apps' functionalities and bring them together in one app that works as the umbrella for many services.

This thesis is aimed to help companies to understand the opportunities and challenges created by super Apps. It covers super apps as a concept and how they differentiate from aggregators. It deep dives into business models, payment systems, user experience, mini-programs, and open APIs ecosystems while exploring the super app offering in Asia and Latin America. It also explores opportunities for super apps in two markets: the elderly and healthcare. These chapters investigate the existing digital offering for the two segments while examining how a super app for this segment would be.