Today, close to five billion people (57% of the world's population) browse the internet for different reasons. Can you guess the most popular way to access the internet? If you are thinking of smartphones, well you've hit the nail on the head. The mobile-first industry is undergoing a daily revolution; new trends are developed and innovated while disrupting the consumer and business industries.
Right now, there are over 2.6 million Android and 2.2 million iOS single-purpose apps available for download. Twenty years ago, this was nothing but a novelty with a slow kick-off. Two things have made these single-purpose apps so compelling: their focus on one customer pain point with an easy-to-use interface and global scalability without a significant cost increase.
the Super App eRA: the all-in-one-Experience ADVANTAGE
Like it so often happens, something new comes along that threatens to disrupt the app industry: the rise of a new generation of apps called super apps, shifting away from single-purpose to multipurpose apps. This time, the trend starts in China - no longer the Silicon Valley.
The super app favors aggregation. The innovators behind them want the user to access numerous options on one single application, instead of having to log on to each one separately. The Chinese tech giants behind this smart move are Wechat and Alipay, but many more are rising. The movement toward digital tool aggregation has triggered a whole new development of applications. WeChat, launched in 2011 as a simple messaging app, today has over one billion active users and has managed to achieve a $7 average revenue per user (ARPU) - that’s 7X the ARPU of Whatsapp - an indication of the super app tidal wave washing over the market.
So let's dig deeper. What's the big super app attraction? Well, clearly it´s the all-in-one experience. Let's say you want to find the cheapest hotel and order a pizza delivery in between paying a bill, transferring money to a friend and buying a new pair of running shoes. With the traditional application landscape, this would mean navigating in and out of at least three to four different apps.
With the new super apps, users have it all there in one single multipurpose application. The biggest benefit of super apps is providing users with is a comfortable one-stop platform that connects with multiple tools that have a central impact on their lives. Furthermore, WeChat and Alipay have been attracting multiple services, leveraging the two pioneers as platforms.
UNIQUE ADVANTAGES FOR BUSINESSES TOO
Simplicity is key. Super apps concentrate all their efforts on being very simple to use - and not just only for the digital native. The adoption rate of super apps is very high, as digital barriers are taken down. Businesses, especially, are gung-ho for this all-in-one service with an intuitive interface that lets you jump from one function to the next almost instantaneously.
"Consumers may not be specifically demanding super apps, but they certainly want the convenience and simplicity that super apps can offer." KPMG
It´s unsurptising then that translating this concept into the business world is very much in hand. Accelerated digital adoption is affecting businesses no matter which business we´re talking about, and now is the time to reset and transform business operations to match the digital expectations of people at work.
Super apps will always serve their users better, since the related data overview and insights are massive. They are on top of emerging and fading trends in the industry. The size of the audience creates unexpected marketing and sales possibilities that single apps simply cannot compete with.
According to a survey conducted by Salesforce.com, 73% of sales professionals endorse the super app route. It appears that sales, service and marketing uniformly agree that collaborative selling has increased productivity by more than 25%.
"Sales, service and marketing uniformly agree that collaborative selling has increased productivity by more than 25%. " Salesforce
THE Super App FOR SALES ENABLEMENT
If you believe in sales enablement, the super app is the next technology level to gain efficiency with a collaborative, data-driven and automation-based business application. Right now, your reps are probably employing a dozen apps or more, such as:
- Content player (CLM or digital content player)
- Order app (or retail execution)
- Chat or communication app (like Whatsapp or Line)
- PDF generator app (to reproduce orders or customer inquiries)
- Teleconference app
- and many more.
How easy and efficient would it be for your teams if all of these applications and multi-channels were concentrated within one single app, making navigation seamless, intuitive and fast?
It is clear that people have turned to digital channels in many aspects of their lives; people no longer just expect the experience they are offered as consumers, instead, they have developed higher digital expectations . Businesses need to accelerate their digital progress and transform their operations to give teams the applications they need and expect to be able to perform.
It's not difficult to understand that what works for a B2C super app is also a substantial B2B opportunity.
Here at Pitcher we are on a mission to revolutionize the way organizations market and sell. We want to make marketing and sales more effective . Thanks to our super app, we are already transforming the dayli lives of sales representatives, leveraging state of the art and compliant SaaS automation technology to scale efficiency. Pitcher Impact has already attracted numerous cutting edge marketing and sales functions, concentrating them within one single sales business platform.
To name just a few benefits:
- Sell smarter and deliver a better, more personalized buyer experience
- Onboard reps faster to support sales with smart resources
- Deliver the right message for every conversation
- Turn new prospects into new customers
- Deliver value fast by meeting buyer expectations
- Differentiate your buyer journey by delivering a personalized buyer experience
The Pitcher platform only includes providers that:
- Offer the most effective sales tools geared to omnichannel customer engagement.
- Commit to maintaining up-to-date technologies and data.
- Are willing to cooperate fully in giving effortless access from any device, especially mobiles.
- Fit into the central interface so that each tool (with its uses) is easily visible.
A sales-enablement super app is, without a doubt, a market disruptor not easily dismissed. Pitcher has created a secure platform that:
- Protects user confidentiality
- Includes a broad range of applications that gives the user unlimited text, images, PDF, video, and content formats with one or two clicks of the keypad
- Offers multiple collaborative features and interactive tools, only possible within one app, thereby opening new and unimagined horizons
- Gives users mindblowing analytics, creating the capability to reach the right reps with the right tools
Super app inclusion saves money and is affordable. Businesses can no longer afford to ignore the ROI benefits and undeniable impact on company revenue. KPMG suggests that, at least for the next decade, the trend among consumers and businesses is headed towards super apps.
Download the Forrester Pitcher Impact Report to find out more.