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Exploring Super Apps’ Potential

By Uncovering Untapped Markets and Opportunities

Outline

Global Market Overview

Case Studies: Telco Super Apps

Opportunities for Telco Super Apps

Conclusion

Super apps are all-in-one platforms providing users with various services, from basic communication to financial transactions, e-commerce, and lifestyle services. With telco super apps seeing usership in the millions, this presents telcos with an excellent opportunity.

Super apps can help telcos increase revenue streams beyond traditional services, leverage customer access, and enhance user engagement, while helping telcos solidify their position in the greater digital ecosystem.

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Global Market Overview

The super app market was valued at $61.30 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 27.8% from 2023 to 2030, driven by increasing smartphone penetration and the adoption of digital services, according to Grand View Research.​1

This growth is attributed to increasing internet and smartphone penetration in emerging economies and the widespread adoption of e-commerce and digital payments. Gartner predicts that by 2050, more than 50% of the global population is predicted to be active users of super apps.2

The Asia-Pacific region leads this growth, accounting for over 46.8% of the market share in 2024, according to IMARC, driven by mobile-first strategies and a surge in smartphone usage.3

The super apps market in the APAC region is driven by the rapid adoption of mobile-first strategies and increasing smartphone penetration. The Social Media and Messaging segment captured more than 25% of the market share among application categories in 2023, in a study conducted by Market.US. This shows high demand for integrated communication services that super apps can fill.4

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Case Studies: Telco Super Apps

Telkomsel, e&, and MTN are among the telco companies that have successfully launched Super Apps. These super apps have users numbering in the millions, which the telcos have attributed to their robust service offerings.

MyTelkomsel Super App: As of July 2024, the MyTelkomsel super app had over 46 million users.5

The app offers a range of services including health, travel, payment, entertainment, and commerce, aiming to provide a comprehensive digital lifestyle experience.

e&'s Careem: Careem started off as a ride-hailing app in 2012 before expanding into super app with services like an e-wallet, food and grocery delivery, micro-mobility, and more.

By 2024, Careem had over 48 million customers in the 10 countries it operates in. 

In December 2023, e& acquired a 50.03% stake in Careem's Super App to accelerate the realization of its vision to create the first "everything app" in the Middle East, expanding its core services and subscription programs across the region.6, 7

MTN’s Ayoba: Ayoba achieved 35 million monthly active users by December 2023,8 up from 20 million in December 2022.9

This growth is attributed to enhanced user experience and a robust content offering, including music, channels, games, and services.

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Opportunities for Telco Super Apps

Market opportunities that telco companies can explore:

  • Western Markets Are Ripe for the Right Proposition:
    Unlike Asia, Europe and North America have been slower to embrace super apps due to fragmented regulatory environments and entrenched app ecosystems, but consumer demand is shifting.

    According to a study by Rapyd, 57% of consumers in the US and UK are drawn to super apps for the convenience of having multiple services in a single application. In Rapyd’s survey, 50% of UK and 55% of US consumers expressed a willingness to use a super app if it integrates with their bank or financial services institution.10

    This suggests a clear opening for telcos to lead with trusted, secure, and finance-enabled digital experiences.

  • Low-end smartphone surge grows demand for affordable, lightweight apps:
    The global rise of low-end smartphones priced under US$150 has created a new opportunity for telco-led super apps. Low-end smartphone sales saw 33% year-over-year growth, driven by users opting for affordable phones, according to Omdia.11

    For these users, super apps offer a compelling solution: a single, lightweight app with all-in-one cloud-based services that reduces the need for multiple app downloads and saves space. Africa and South Asia, where low-end smartphones are common, represent key growth markets for such solutions.

  • Unbanked population:
    An estimated 1.4 billion people globally lack access to financial services, with many residing in emerging economies, according to data from the World Bank.12

    Telcos already have the distribution networks and customer relationships to bridge this gap. By integrating services like mobile wallets, microloans, and payment gateways into their telco super apps, telcos can empower these markets financially.

    M-Pesa’s success in Africa proves that telcos can be powerful enablers of financial inclusion when digital and mobile ecosystems come together.

  • Localized services:
    Uber vs Go-jek in Indonesia is a stark reminder to localize your language, content, and services to local markets. That means tailoring offerings based on local needs, behaviors, and infrastructure.

    When tailoring your super app for Europe, for example, integrating public services like transportation or healthcare might be the way to go. In the US, that might mean layering in entertainment subscriptions or social networking. MTN’s Ayoba Super App, for example, allows users to send and receive messages in 22 different languages to enhance localized content.13

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Conclusion

Telco super apps give telcos the opportunity to redefine the telecommunications landscape by becoming central players in consumers’ digital lives. Operators can now lead the charge by innovating around AI-driven personalization, exploring untapped markets, and localizing services to better cater to today’s wants and needs.

If you’re looking to digitalize your telco and lead the charge to redefine the landscape, you’ll need a team. 

Here at Circles, we guide telecom companies through their digital transformation journey. Our expertise in SaaS-driven solutions and experience digitalizing telco brands around the world from Japan to the Middle East equip us to help telcos move beyond connectivity to deliver delightful digital experiences and unlock diverse new revenue streams.

One way we can help you on your super app journey is through Circles’ Innovation Engine. This engine enables your telco to rapidly launch and test minimum viable products tailored to user preferences, driving higher engagement and retention. 

Povo2.0, a digital sub-brand that we co-developed with KDDI, saw our innovation engine drive a 30% increase in engagement with an 8% uplift in average revenue per user (ARPU) through integrating gamified rewards in their super app.

That’s not all.

Our new products are creating richer experiences and enable your telco to transition your basic connectivity apps to turbo-charged super apps:

Xplore is Circles’ advanced AI-powered software-as-a-service (SaaS) platform transforms digital engagement by providing personalized and rewarding experiences for your customers.

Xtend is Circles’ advanced Open API platform that broadens your reach by integrating connectivity into third-party lifestyle apps and platforms. This lets your telco connect with consumers in their daily activities, improving customer engagement. 

Circles and our partners’ success in developing lifestyle-focused offerings will give you the edge you need in developing telco super apps. We work towards equipping operators like yours with cutting-edge technology and fostering customer-centric innovation, turning your telco into a super app pioneer.

Want to know more about how we can help you? 

Contact us or sign up for a free demo today!

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