Super Apps – Will they also bite the dust

Super apps are a novel concept which can be perceived as digital malls providing different app features in one super app. For instance, you could hypothetically book rooms, buy clothes, order groceries and pay your bills using this one app. You would have surely heard of Tata Neu, the super app. 

Super apps offer the advantage of not taking up too much memory on your handheld devices; diminishing the odds of phones freezing. People often use their phones when free, and the super app can offer a domain of attractive deals for various products and services to attract the audience. If you are optimistic about super apps; recent numbers reported by Tata Neu super app may be just about food for thought.

For FY23, Tata Neu’s sales are set to miss their targets by 50%. While super apps appear remarkable on paper, a pragmatic implementation is far-fetched. The issues facing the super app include slow server, complicated user interfaces and tough navigation. In addition, most of the consumers are unwilling to switch from a mode of operation they are accustomed to for many years.

One way to improve the future prospect of super apps would be to focus on providing exceedingly good features in one particular segment. MakeMyTrip is an example of a travel super app, wherein you can plan an entire trip, starting from hotel to tour packages, in an alien environment from the comforts of your home. Agnostic product availability is another challenge for Tata Neu.