There’s plenty of talk of super apps around at the moment as a variety of players attempt to become the western equivalent of the Asian app giants such as Alipay, Gojek and Kakao. But how do you get from a digital wallet to a super app? And, more to the point, are wallets or super apps the best way to manage the interface between people and their economic avatars? Do you really want one app to do everything? I’m not so sure, to be honest.
The starting point is mobile payment, and here the trends are pretty clear. As Christine Wagner, Head of Global Payments Products for FIS said in a podcast with Mercator Advisory Group earlier this year, “even in the U.S., we’ve seen that checkout at point-of-sale using mobile wallets has grown a staggering 60%”. People seem to be very comfortable with using their phones to pay, and wallets are a pretty good way of organising things. When I got to my local supermarket, both my retailer co-brand credit card and my retailer loyalty card are conveniently stored in my Apple Wallet.
(Why they are separate, by the way, when I should be able to pay using my authenticated loyalty card is a different story.)
A wallet is a way of storing things. My Apple Wallet, just like my real wallet, doesn’t have any money it. It has credit cards, debit cards, loyalty cards, vaccination records, boarding passes, train tickets and soon driving licences as well (although Apple’s plans for driving licences in their wallet have recently been set back a little). These things are all held independently in the wallet: they don’t talk to each other and they don’t share data with each other. They are also, as you will have noticed, mostly about identity, not money.
This dynamic is recognised in, for example, the European Digital Identity Wallet initiative. Under this initiative countries will offer citizens and businesses digital wallets that will be able to link their national digital identities with proof of other personal attributes (e.g., driving licence, diplomas, bank account, COVID-19 vaccination details and so on). These wallets may be provided by public authorities or by certified private entities (presumably banks will be one category of wallet provider). Simiarly
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The NSW government has earmarked $8.9 million to begin work on a personalised digital wallet that will allow citizens to prove their identity and share decentralised credentials.
The funding, which will be sourced from the state’s $2.1 billion digital restart fund, was revealed in the NSW half-yearly budget update [pdf] yesterday.
The Department of Customer Service first revealed plans for the digital wallet or “credential vault”, last month, when it issued an expression of interest to find the necessary underpinning platforms.
From Service NSW gets funding to begin work on digital ID wallet – Strategy – Software – iTnews.
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If you have a successful and widely-used mobile payment scheme then there must be a great temptation to evolve it into a super app rather than remain content with being either a standalone payment app or one among many options in someone else’s wallet. PayPal, to choose an obvious case study, is steadily adding features to turn it from a payment scheme into a Home Screen Super App (or HomeApp, as I like to think of them). PayPal savings, shopping, bill payments, reward, gift cards, by now pay later (BNPL) and cryptocurrency are coming together in a PayPal app that you need only log in to once to have access to a spectrum of services.
This not unique to western markets. M-Pesa, the most successful fintech in Africa, recently introduced its own super app across all its markets. It gives consumers access to another spectrum of services from e-commerce to e-government as well as a network of partners that them to send and receive money from more than 200 countries and territories. The M-Pesa open API is already being used by more than 45,000 developers and 200,000 SMEs and the company is expanding its ecosystem to reach large-scale and micro-enterprises.
PayPal and M-PESA and Alipay are examples of super apps growing out of payments and it is entirely possible that successful super apps in the USA and Europe will come from that direction.
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Over the next three years, Lydia wants to become the primary account for 10m users. It will also use the funds to spin out new credit and investment products (having recently launched crypto trading), as well as expanding into at least two new European geographies, including Portugal and Spain.
Perhaps Lydia’s most ambitious target is to become a financial “superapp” for millennials and Gen Z, following in the footsteps of China’s WeChat and even Revolut.
From France’s Lydia bags $1bn+ valuation after pivoting into ‘superapp’ | Sifted.
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Alternatively, they might come from the world of commerce. Klarna and Shopify, to name two obvious candidate super apps, have been steadily expanding their range of services.
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Klarna, one of the world’s largest private fintech companies, unveiled its new super app today, consolidating its installment payment technology with shopping, product support, delivery and returns, according to a press release.
The new application will turn the company from a payment provider into the end-to-end retail space, allowing consumers to purchase and use their interest-free shopping feature across all online shops, connected to Klarna or not.
From Klarna launches new super app, reduces reliance on partnerships – FinLedger.
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Klarna announced today that it acquired the Swedish comparison site Pricerunner for €930m in a move designed to broaden its shopping experience. The purchase gives a glimpse of the kind of one-stop-shopping company the Swedish fintech has an eye on becoming.
From Klarna acquires comparison site Pricerunner for €930m | Sifted.
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Super Starts
The Financial Times summarises the landscape succinctly. We have super apps for physical things (transport, food delivery and so on) in the form of Uber, Bolt, Grab and Gojek. Coming from the payment space we have the financial porto-super apps such as PayPal, Klarna and Revolut. In media, Spotify is on its way to becoming a super app for audio with podcasts and chat rooms as well its music library.
What’s the difference between a digital or mobile wallet and a super app then? I suppose the boundary is a little fractal, but I tend to see it terms of identity. A super app shares an identity across its ecosystem of services whereas in a wallet each of the services has its own identity.