Super-Apps Versus Super-Services
Many companies – especially publicly listed ones – have launched ecosystems, but experts note that as of today under 10% of ecosystems are profitable. At the centre of ecosystems are super-applications, more commonly known as super-apps, which attempt to serve a broad range of human needs. Russian ecosystems currently provide services according to a closed model, meaning that only the owner or its affiliated companies can sell products and provide services to customers. Regulators are proposing to introduce requirements for an open model of ecosystems, in which everyone plays by the same rules. Under such conditions, the creator of the ecosystem loses a significant part of their advantage. Another aspect of Russian ecosystems is that they tend to be formed around banks, creating risks for their depositors. This is a justifiable cause for concern from the regulator’s perspective. Banks must conduct qualitative risk assessments with regard to the devaluation of non-core businesses. What are customers’ views on the spread of ecosystems? Are consumers willing to tie themselves to a single super-app, or would we prefer to choose between super-services that compete on quality?
