Rise of the Super App: Mobile-First Product Ideas from China | Summary and Q&A

TL;DR

China's success in super apps (apps that combine multiple services) and mobile-first design offers important lessons for the future of app development and user experience.

Key Insights

• 🈸 Super apps like WeChat, AliPay, and Gojek have successfully combined multiple services into a single application, providing convenience and efficiency to users.
• 😀 The concept of super apps helps retain mind share and relevance by offering a diverse range of services within a single platform.
• 🚗 Mobile-first design in China goes beyond mobile usage habits and focuses on leveraging unique hardware features to create innovative and engaging experiences.
• 😀 Western apps can learn from the Chinese approach by building super app ecosystems and utilizing the full potential of mobile devices.
• 😀 The success of super apps and mobile-first design in China suggests that similar trends might emerge in the US in the future.
• 😀 Unshackling from the constraints of PC design can lead to more innovative and user-friendly mobile apps.
• 😀 Partnerships with third-party services can enhance the capabilities and offerings of super apps.

Transcript

Read and summarize the transcript of this video on Glasp Reader (beta).

Questions & Answers

Q: What is a super app and why are they successful in China?

Super apps combine multiple services into one application, providing convenience to users who can accomplish a variety of tasks without switching between apps. They have been successful in China because they offer a comprehensive solution to users' needs and facilitate partnerships with third-party services.

Q: How does the mobile-first approach in China differ from the Western understanding?

In China, mobile-first design goes beyond simply using smartphones more frequently. It involves leveraging specific mobile hardware features, such as accelerometers, compasses, and GPS, to create unique and engaging experiences. Chinese developers use every part of the smartphone to design innovative and functional apps.

Q: How do super apps retain mind share and relevance?

Super apps like WeChat and Alibaba share their user base and traffic with third-party services, allowing them to retain mind share and stay relevant to users. By integrating various services, these apps become go-to platforms for users, reducing the need to switch between different apps.

Q: How can Western apps learn from the success of super apps and mobile-first design in China?

Western apps should consider creating super app ecosystems that offer a variety of services, even if seemingly unrelated to their core business. By sharing their existing user base and traffic with relevant third-party services, Western apps can increase engagement, retain users, and drive additional revenue.

Summary

In this video, the speaker discusses two product principles that are successful in China and Asia: the rise of super apps and what mobile-first really looks like. Super apps are applications that combine various unrelated services into one platform, allowing users to accomplish multiple tasks without leaving the app. Examples of successful super apps in China include Alipay, Gojek, and WeChat. Mobile-first, on the other hand, goes beyond simply using smartphones more frequently than PCs. It involves designing apps that utilize mobile-specific features and sensors, allowing for a more optimized user experience. The speaker concludes by suggesting that these concepts may start to play out in the US in the future and encourages viewers to consider implementing them in their own products.

Questions & Answers

Q: What is a super app?

A super app is an application that combines various unrelated services into one platform. Examples of successful super apps in China include Alipay, Gojek, and WeChat. These apps offer a wide range of services such as payments, transportation, food delivery, and more, all within a single application. This allows users to accomplish multiple tasks without having to switch between different apps.

Q: How does Alipay utilize the super app concept?

Alipay, China's dominant mobile payment provider, is an example of a successful super app. Its dashboard is filled with numerous services and features, including payments, third-party services like movie ticket booking and ride-hailing, and even partnerships with various companies like Airbnb. By integrating different services into one app, Alipay aims to provide users with a convenient and seamless experience for their various needs.

Q: How does Gojek demonstrate the concept of a super app?

Gojek, a transportation app popular in Indonesia, is another example of a successful super app. While it is primarily known for its transportation services, Gojek also offers a wide range of other services, including food delivery, grocery delivery, beauty services, car washes, 24-hour pharmacy delivery, and even event ticket sales. Each of these services, if standalone, would warrant its own app in the US, but Gojek combines them all into one app to serve multiple use cases and retain mind share.

Q: How does the concept of super apps help Chinese companies retain mind share and relevance?

The secret to the success of many Chinese apps lies in their ability to share their user base and traffic, thus retaining mind share and relevance. By offering various services within a single app, these companies ensure that users spend more time within their app and have no reason to switch to other platforms. Additionally, these apps often leverage partnerships with third-party services to provide users with a broader range of options, further enhancing their value proposition.

Q: What is the second theme observed in Asia regarding mobile-first?

The second theme observed in Asia regarding mobile-first extends beyond simply using smartphones more frequently than PCs. It involves designing apps that take full advantage of mobile-specific features and hardware capabilities. For example, WeChat, often used as a poster child for mobile-first, utilizes features like shake shake, where users can shake their phones and be matched with and chat with strangers nearby. This feature is only possible on mobile devices and not on PCs, showcasing the mobile-first mindset of Asian app developers.

Q: How do Chinese developers utilize every part of the smartphone?

Chinese developers have a mindset of utilizing every part of the smartphone when designing apps. They go beyond just capturing images with the camera and instead focus on using it as a data input tool. For example, mobile payment systems in China often utilize the camera to scan QR codes for completing transactions. Additionally, cameras are used for other novel purposes such as scanning book covers for reviews or scanning products to place orders. This demonstrates a different mindset of utilizing smartphone hardware beyond traditional usage.

Q: How does the concept of mobile first differ from simply using smartphones more often than PCs?

Mobile first goes beyond the frequency of smartphone usage and instead focuses on leveraging the unique capabilities and features of mobile devices. While many people in the US may consider themselves mobile-first simply because they spend more time on their smartphones, the true essence of mobile first lies in designing apps that fully utilize mobile-specific features such as accelerometers, compasses, GPS, and cameras. It involves unshackling restrictions that come with designing for PCs and embracing the possibilities offered by smartphones.

Q: How did a shopping site in China incorporate a game section?

Jingdong (JD.com), considered the Amazon of China, incorporated a game section within their e-commerce app. Users could go to the app to play web games with other users. While this may seem unusual for an e-commerce platform, the company saw it as an opportunity to keep users engaged within their website. Additionally, they believed that users might take a break in-between games and make a purchase, thus combining the gaming experience with e-commerce. This example highlights the mindset of Chinese companies to experiment with different services within their apps.

Q: Why do these concepts of super apps and mobile-first matter?

These concepts matter because they provide insights into consumer mobile trends that may eventually reach the US market. By understanding and implementing the super app concept, businesses can explore new ways to retain users within their own platforms by offering seemingly unrelated services. Mobile-first thinking allows for more optimized and creative app design by leveraging the unique capabilities of smartphones. By embracing these concepts, businesses can stay ahead of the curve and meet the evolving needs and expectations of users.

Takeaways

The rise of super apps and the mobile-first approach are two key product principles successful in China and Asia. Super apps combine multiple services within a single application, allowing users to accomplish various tasks without switching between apps. Mobile-first involves designing apps that maximize the capabilities of smartphones, going beyond simply using them more frequently than PCs. These concepts may become relevant in the US in the future, and businesses should consider how to leverage existing audiences, share services, and unleash creativity to stay ahead in the evolving mobile landscape.

Summary & Key Takeaways

• China has seen the rise of successful super apps like WeChat, AliPay, and Gojek, which combine various services into a single application.

• Super apps offer users convenience by allowing them to access multiple services and complete different tasks without leaving the app.

• Mobile-first design in China focuses on utilizing the unique capabilities of smartphones, such as sensors and cameras, to create innovative features and enhance user experience.