The Super App Window Has Closed

Super apps like WeChat exploited first-mover advantages in a unique market and delivered the right utility at the right time to a trusting audience in need. But the window for super apps has closed, as those conditions are absent in the West today: Mobile apps and websites have peaked, and Apple’s and Google’s mobile operating systems deliver super app equivalent functionality and more to billions of consumers. Brands will deliver future digital experiences in smaller packages more proactively and using natural language. Digital experience professionals can use the guidance in this report to steer their firms away from building a super app and instead invest in creating a robust mobile strategy.