How super apps are transforming the business world

Cristina Constandache, Chief Revenue Officer at Rakuten Viber

Today’s customers want fast, one-click solutions when shopping, banking, filling out paperwork – you name it. They want to do it on-the-go and in one place.

To meet this growing demand, brands are turning to super apps.

The rise of super apps in Asia

The “mobile-first” Asian market was the launchpad for this trend, with the likes of WeChat, Grab and KakaoTalk paving the way.

Mobile-first isn’t just a strategy in Asia; it’s part of the culture. High-speed internet and affordable mobile devices make it easier for users to stay connected, and this focus on optimizing for mobile is key to super app success. While people around the world spend an average of six hours a day on their phones, in some Asian countries, it’s closer to nine — accelerating the shift to super apps.

Add to the fact that most app users spend nearly half of their time in just one app, and you can see why the “attention economy” makes multi-functional platforms so appealing. It’s all about keeping users engaged and offering everything they need in one place.

Global adoption: From mobile-first to mobile-only

With mobile devices becoming the primary screens for many around the world, and more mobile-exclusive content being developed each year, we can expect to see increased super app usage in other countries and regions.

Europe may be the next leading market for super app adoption. According to a 2023 PYMNTS survey, 42% of millennials and 40% of Gen Z consumers show high levels of interest in adopting an all-in-one app. But while the popularity of super apps in Asia relies on integrating multiple services, adoption in Europe will be uniquely influenced by diversity, regulatory concerns, and privacy. For super apps to succeed in Europe, they need to prioritize data security and compliance with strict regulations like GDPR.

Awareness to loyalty: All in one place

Messaging apps are among the most popular apps for consumers. Used daily to chat with family and friends, they are usually on the consumer’s first mobile screen – the most valuable digital real estate. Brands that build a presence on a super app with messaging capabilities can stay top of mind, even during peak seasons.

When these apps offer additional services, such as shopping, payment, and customer support, brands can create an end-to-end journey to engage customers at every stage.

Starting with awareness through targeted ads, users can continue to make purchases, receive personalized recommendations, and use loyalty programs – all within the same app.

This gives customers a convenient experience, while brands gain insights to improve their offerings and campaign performance.

Rakuten Viber: Europe’s first secure super app

Businesses have the opportunity to build such experiences on Rakuten Viber, the leading platform in many European countries. Some of the most renowned brands have already implemented Viber for Business solutions to reach and engage users, with the highest security standards.

To improve awareness strategies, brands can use Rakuten Viber’s unique features to build creative campaigns. Among the most popular are Viber Gems and Lenses, which enable brands to target specific markets during peak holiday seasons, natively increasing visibility and engagement.

For instance, Fanta set up a carnival-themed campaign in Greece. During a two-week period, any carnival-related words used in a Viber chat would activate a Fanta-branded animation, and users could try on a branded AR-powered lens. In the end, Fanta saw over 5.6 million gems generated and over 256,000 lenses tried on – helping build emotional connections with their Greek customers during the holiday season.

Once customers are engaged, they can continue to browse products or services, ask for additional information, or complete their purchase. Brands can even set up retargeting campaigns to improve cross-sell and upsell efforts, and connect customers with their chatbot for further assistance.

At its core, Rakuten Viber has embedded the most important feature of them all – security. Rated as one of the top three messaging and calling apps for security, the super app gives brands peace of mind that their customer communication is safe from extortion. Moderated public channels, manually verified business accounts, and a high level of encryption are the foundation that make Rakuten Viber a trusted channel for any business in any industry.

Even with the number of technologies available today, brands are underutilizing them. According to industry data, businesses are currently using only about a third of the available marketing platforms.

The future of super apps

But having multiple platforms for multiple purposes might not be the answer. Customers are looking for one seamless experience, and apps that combine multiple services enable brands to seamlessly engage with them.

Using one app to attract, engage, convert, and retain customers simplifies the brand-user experience on both ends. The future of digital communication is to invest in one platform that addresses multiple needs at once. In other words, the future lies in super apps.