Rise of Super Apps

The tech industry has seen a shift towards the rise of "super apps" in the last decade. The concept of a super app originated in Asia and it combines various features such as messaging, commerce, booking and payments into one app, providing a more comprehensive service to its users. An example of a super app is WeChat, which started as a messaging app and has since expanded to include video, content, entertainment, commerce, and more.

Other popular super apps in Asia include AliPay, OMNi and Grab. In the West, apps are also evolving to become more comprehensive services. TikTok, for instance, has expanded from a video app to include commerce and live video.

Its parent company has also trademarked TikTok Music, hinting at the possibility of a music service that could compete with Spotify and Apple Music. Uber, too, is becoming a broader travel and mobility app, with the addition of food delivery, rapid grocery delivery, and travel services like buses and trains. Brands can take inspiration from these diversification strategies to create partnerships with super apps for data, commerce, and advertising.

Social media giants like Twitter and Facebook are also following this trend. Twitter has been adding audio features and is exploring the possibility of payments. Facebook has been updating WhatsApp to become a more community-oriented tool, with larger groups, likes and reactions to messages, and payments and commerce capabilities.

These changes are aimed at making these apps more central to users' lives, providing a one-stop-shop for all their needs. As technology continues to evolve, super apps will likely become an even more essential part of our lives, offering simplicity and ease of use to consumers..