RISE OF SUPER APPS AND MINI APPS
Super App (super app) and Mini App (sub-app) are concepts that have gradually become popular in the business world and technology believers since 2019, the development of Mini Apps is directly related to each other. followed by the Super Apps movement and the mobile-first phenomenon in China. At the time this article was made, this was still a very new concept for Western businesses, let’s learn about them with Tech Town now.
What is Super App?
A Super App or super app is an ecosystem that contains a variety of services – they don’t have to be in the same category but must be together on the same app. Super Apps were created to meet a specific need, then further developed the other services included in it. Every app in those Super Apps is a Native App – it runs inside the Super App.
No need for in-depth analysis, its immediate advantage is that users only need to log in to a Super App to still be able to use all services in the ecosystem without having to log out into another App.
What is Mini App?
A Mini App or sub-app is a “sub-app” created to solve a problem in the Super App. Mini App works according to user requirements, and they can be found through various Discovery Points.
The owner of the Super App is the one who has the right to allow Mini Apps to work on their platform, which is similar to the phone’s operating system, but without the same complexity.
Publishing a Mini App within a Super App offers a lot of advantages for businesses, from quick and less risky product launches (because the target audience is predefined and can bring solutions to the problem). right at the right time) to save money and time during development. The biggest challenge here is to follow the guidelines of the Super App.
What does the Mini App solve?
This simple web application concept isn’t too strange or revolutionary, but it solves two big problems.
First of all, Mini App needs very little space on smartphone. The average size of an application will increase as it is developed with new features with more facilities, which is annoying for 16GB iPhone users. With Mini App, they only need to scan the QR code to access the application, no need to download the Mini App. From there, they are motivated to try new apps.
Second, Mini App does not need to register, it will be very annoying to have to enter personal information again and again to register on many different applications. For example when it comes to an e-commerce application, users have to provide their credit card information, that’s when they think whether the app is safe, the issuer will use the personal information But with Mini App, the payment will be done using the Super App’s e-wallet without the user needing to save their credit information on an unfamiliar app.
The Rise of Mini Apps in China
In 2013, Baidu first introduced the concept of “lightweight apps” to the market. A few years later Super Apps like WeChat, Alipay and Baidu sprang up and reshaped the entire mobile internet ecosystem. Super Apps exploit almost everything we do in daily life, possessing a large and highly interactive user data source.
The introduction of Mini Apps is at the right time when html5, storage technology is fully developing and the 5G era is approaching.
Apps have been around since the advent of smartphones, but developers are finding it increasingly difficult to attract new users. At the same time, they also noticed apps taking up too much space on mobile devices. Since then, Mini Apps have officially joined a new ecosystem and created the battlefield in a Super App
How are Mini Apps performing in China?
The number of Mini Apps has reached millions in June 2019. Super App Wechat has more than 2.36 million Mini Apps, followed by Alipay and Baidu with a rapidly increasing number of Mini Apps. Specific figures for 2019 are as follows:
– Wechat: 2.36 million+ Mini Apps
– Alipay: 200,000+ Mini Apps
– Baidu: 150,000+ Mini Apps
Mini Apps ecosystem brings a lot of potential for businesses
The development of Mini Apps has created a competitive environment for many different types of organizations. Taking WeChat as an example, we have 8 main types:
- The Mini Apps only have a “store” section.
- SaaS (Software as a Service) allows creating a Mini Apps.
- Custom code service providers.
- BaaS (Back-end as a Service) provides a simple solution for Mini App developers.
- Analysis tools.
- Specialized news platforms.
- Development toolkit.
- Discussion platforms.
Due to the advancement of technology, most businesses don’t need to launch an app anymore, Mini Apps have really redefine the rules of the business and how to attract users.
How businesses benefit from Mini App?
On average, Chinese spend 90 minutes on WeChat every day. With the launch of the Mini App, it means that users will spend more time on the app, or technically, they won’t have to leave the app at all. What does this mean for business?
Cost reduction for small businesses
This is good news for small businesses that are just starting out or on a tight budget. Developing an app is not cheap, not to mention the owner has to build for two platforms, Android and iOS. For example, for a tech startup that specializes in building 3D digital models for traditional buildings, it can cost them around $40,000 – $50,000 to develop an app. However, if they develop a Mini App in WeChat, it will only cost them $15,000. Furthermore, in traditional App Stores, owners need to pay for distribution and promotion to get noticed. With Mini App, they simply share the Mini App page and QR code on their social media channels.
Build your brand and engage users
The Mini App also increases branding and engagement opportunities for businesses. Brands will be able to create services or games using the Mini App to attract users to follow in, increasing traffic by providing multiple entry points into their official accounts. Game apps can be a great way to make a brand go viral. Mobile users are in love with addictive and instant gratifying games. Finally, the game should encourage users to share their content or results on WeChat accounts. The business does not necessarily have to be in the gaming industry. Any brand can make minigames related to their brand, as long as they are addictive and shareable.
With the advent of the Mini App feature, there are fewer and fewer reasons for users to leave the WeChat app. Leveraging this new feature can open up more business opportunities for your business in greater Asia.
Hope the information that Tech Town has just brought will be useful for your business.
Contact us if your business has any technological challenges!