Page 53 - SAMENA Trends - May 2025

ARTICLE SAMENA TRENDS

At my company, we’ve spent the past seven partner with super app platforms to capture monetizable interactions that benefit all
years developing what we believe is one of revenue at the service layer. The shift is not players in the ecosystem. Mobile operators
the most advanced super app platforms in merely about providing access but about can share in app-related revenue via
the Western Hemisphere: VuMe. Designed becoming an active participant in the value strategic agreements or service bundling.
to address the needs of emerging and un- chain that sits atop that access. Governments benefit through taxation,
derserved communities, VuMe integrates formalization of informal economies, and
livestreaming, video-on-demand, eCom- This is particularly critical in regions where improved delivery of public services. Super
merce, mobile wallet, messaging, rewards, Average Revenue Per User (ARPU) remains app companies grow user retention and
news, remittance, job portals, education, low, infrastructure costs are high, and engagement, driving exponential data and
and even digital banking. All of these fea- rural connectivity is sparse. The answer monetization opportunities.
tures are accessible in a low-bandwidth, lies not in increasing tariffs or hardware
data-efficient environment, optimized for investments alone but in creating scalable For example, a mobile operator with 10
2G/3G regions where legacy apps fall short. digital ecosystems that generate new million subscribers that successfully
revenue through services, transactions, incentivizes 10% adoption of a partnered
So how does a super app like VuMe advance advertising, and data insights. super app, with each user generating
revenue growth for telecom operators and $1 per month in shared service revenue,
governments? Super Apps: Multi-Dimensional Revenue could realize $12 million annually—revenue
Engines previously untapped and independent of
The Telecommunications Landscape: Unlike standalone applications, super apps core voice or data plans. At scale, these
From Infrastructure to Intelligence bundle multiple revenue streams within a models can fund infrastructure expansion
Over the past two decades, telecom single platform. These streams typically into low-ARPU areas that were previously
operators have transitioned from being include: economically unviable.
infrastructure-centric entities to enablers of • Peer-to-peer payments and remittances
digital ecosystems. However, monetization • eCommerce and dropshipping Advancing Digital Equity Through
strategies have not always kept pace marketplaces Monetization
with the explosion of data consumption. • Advertising and sponsored content Beyond economic return, super apps are
With over-the-top (OTT) platforms now • Subscription-based video on demand uniquely positioned to address digital
capturing the majority of user engagement (VOD) and live events inequity—particularly in emerging markets
and data traffic, traditional operators often • Creator monetization and affiliate where access to broadband, financial
find themselves providing the bandwidth programs systems, healthcare, and education
without receiving proportional returns. • Financial services including lending, remains limited.
micro-insurance, and mobile banking
Super apps offer a new paradigm. Rather • Telehealth and remote education access Digital equity is not merely about providing
than allowing value to escape their connectivity; it's about ensuring that
networks, operators can integrate or Each of these verticals generates connectivity translates into tangible
improvements in people's lives. Super
apps achieve this by placing life-enhancing
services into the hands of individuals with
limited resources, often via low-bandwidth,
mobile-first platforms. For example:
• In remote agricultural villages, farmers
can access market pricing, weather
forecasts, and digital wallets to receive
payments for crops.
• In urban slums, micro-entrepreneurs can
launch digital storefronts and conduct
business via dropshipping, without
holding inventory.
• In migrant communities, families can
stay connected via chat and video, while
remitting funds securely through in-app
wallets.

53 MAY 2025