Want to launch a super app? Here's what you need to know

Whether you work in the mobile world or not, you probably heard of the term “super app” and that these apps are very popular in certain markets, especially Asia. These all-in-one platforms integrate multiple functionalities beyond a company’s core offering. They usually have a complete, all-encompassing user experience that normally would require multiple smaller apps.

While in the West this type of app is not as popular as in other markets, there is a growing appetite with apps such as Uber and Revolut at the vanguard. It is unsurprising as the potential is massive with the super app market projected to reach a staggering $714.73 billion by 2032. Our own research at SplitMetrics has also found that in 2024 (until the end of September) super apps added 370 million new users globally, with a global lifetime user base of 4.7 billion.

That is super competitive and can be daunting for anyone launching a new app but with the right user experience and marketing, you can still make your new super app a success.

Thomas Kriebernegg

General Manager of SplitMetrics Agency.

A crowded market – how do you disrupt the established?

You’ve got to start by identifying your app’s Unique Selling Proposition (USP). This differentiation doesn’t have to be a radical change; it can be an improvement in functionality, cost, or user experience.

To differentiate effectively, new super apps should:

Identify a clear USP: Highlight how your app improves upon existing solutions, whether through innovative features or better value.

Combine services creatively: Offer a unique mix of services that aren’t currently bundled together by competitors.

Invest in marketing: Launch a well-resourced and optimized marketing campaign to gain visibility and enter the conversation.

Target untapped markets: Consider focusing on regions outside of Asia where super apps are gaining popularity but competition is less intense. Building a sizable user base in these markets can provide a strong foundation before entering the more competitive Asian landscape.