According to Gartner, 2025 is expected to be the year when the rise of SuperApps will accelerate. In fact, it’s expected that by 2027, more than half of the population will be daily users of multiple SuperApps. So, what are they, and how can communications service providers (CSPs) capture this opportunity?
What are SuperApps?
According to Gartner, “SuperApps are more than composite applications that aggregate services. A SuperApp combines the features of an app, a platform, and an ecosystem in one application, providing a platform for third parties to develop and publish their own miniapps on”. The beauty of SuperApps is that there is no separate app store or marketplace for the miniapps, and users can choose what components they want to activate for consistent app experiences.
How big is the SuperApp opportunity?
According to S&S Insider, the SuperApp market size is expected to grow from US$ 75.5 Bn in 2023 to US$ 706.2 Bn by 2032. Gartner backs up this prediction by projecting that by 2027, more than 50% of the global population will be daily active users of multiple SuperApps.
How can telcos capitalize on the rise of SuperApps?
We all agree that telcos sit on a wealth of subscriber data waiting to be monetized. According to Data Bridge Market Analysis, revenues from data monetization are expected to reach $13.09 billion by 2029. The rise of SuperApps provides a lucrative avenue for CSPs to monetize their subscriber data and provide critical intelligence that helps SuperApp providers reduce churn, increase market share, and optimize marketing ROI. For example, by analyzing data from multiple dimensions, such as devices, applications, and location, CSPs can extract granular insights that:
- Track daily usage and transactions per application service,
- Analyze competitor usage trends and measure market share per region,
- Identify emerging trends and detect behavioral patterns,
- Monitor churn and increase retention; and
- Optimize operations and planning.
This advanced data intelligence goes well beyond the capabilities of traditional market research, equipping SuperApp providers with actionable insights to adapt to market shifts, personalize services, and boost customer loyalty and satisfaction.
What do telcos need to monetize their data?
Leveraging data analytics, both real-time and historical, is mandatory for a successful telco data monetization strategy. By utilizing machine learning, network traffic profiling, and geo-analytics modeling, CSPs can build 360-degree digital profiles of customer segments, enabling SuperApp providers to deepen their customer relationships. For example, by monitoring the behavior of ride-hailing app users, CSPs can provide competing service providers with valuable intelligence on the busiest locations and peak hours, enabling them to improve their services and optimize operations.
What about data privacy?
In order to successfully monetize their data, telcos need to ensure data privacy. Thankfully, CSPs have a strong history and reputation for complying with strict privacy policies and protecting their data assets. As legal frameworks continue to be adopted across the world, CSPs will need to ensure that any data that is shared uses analytics solutions that can responsibly deliver rich, anonymized data that preserves data privacy and security.
How can telcos forge new partnerships with digital businesses?
To extract valuable user insights that SuperApp providers need, CSPs need to invest in data monetization solutions that can process high volumes of rich data streams, providing unprecedented depth, real-time visibility, scalability, and efficiency. With these insights, operators can leverage the wealth of data naturally flowing through their network and unlock the hidden value by offering granular and multi-dimensional customer experience and engagement analytics that are up-to-date and provide the competitive market intelligence that SuperApp providers need to succeed.
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