Page 54 - SAMENA Trends - May 2025

ARTICLE SAMENA TRENDS

• In areas with poor health infrastructure, • Share in revenue from app-based ser- A Win-Win-Win Ecosystem
citizens can receive telehealth vices like streaming or financial transac- The intersection of government policy,
consultations, medication reminders, tions telecom infrastructure, and platform
and vaccination updates. • Increase data usage through high-en- innovation has never been more synergistic.
These capabilities transform passive gagement services Super apps represent a win-win-win model:
mobile users into active participants in the • Enhance customer retention via app- • Governments gain tools for economic
digital economy. By aligning monetization driven loyalty and rewards programs inclusion, improved service delivery, and
with impact, super apps create a • Extend service coverage profitably into digital governance.
sustainable path for both private sector low-density or low-income areas • Mobile operators unlock new
profit and public sector progress. • Additionally, super apps can be used monetization paths and extend reach
to drive customer onboarding, identity into unserved areas.
Government’s Role in a Collaborative verification, SIM registration, and self- • Super app platforms gain rapid user
Ecosystem service billing—reducing operational adoption and sustainable engagement.
For governments, super apps offer a tool to costs and enhancing user experience. • Consumers receive access to life-
both stimulate local economies and deliver changing digital services, economic
more efficient public services. Regulatory In this model, operators become service participation, and global connectivity.
frameworks that enable partnerships providers and revenue-sharing partners, not
between telecoms, fintech, and platform simply infrastructure hosts. This approach The challenge lies in aligning incentives
providers can catalyze this transformation. aligns with emerging trends in telco-fintech and building trust across sectors.
Key policy levers include: convergence and telco-media bundling Transparency in data use, fair revenue
• Enabling mobile money and digital ID already underway in various regions. sharing, interoperability, and localized
systems service design will determine the long-term
• Facilitating data interoperability and Super App Platforms: Strategic Expansion success of super app ecosystems.
eKYC (Know Your Customer) standards Through Local Partnerships
• Allowing spectrum allocation and infra- For super app companies, partnerships Closing the Digital Divide While
structure sharing to reduce rural deploy- with mobile operators and governments Accelerating Growth
ment costs offer the fastest route to user scale and The digital divide is not just a gap in
• Providing tax incentives for digital plat- regional relevance. Localization—through connectivity—it’s a gap in opportunity.
forms that localize services and content language, currency, content, and payment Super apps have the power to close that
• Supporting public-private partnerships methods—is critical to success. Integrating gap by making smartphones more than
for digital literacy and inclusion initiatives with local operator billing systems, just communication tools. They become
leveraging government identity programs, banks, schools, clinics, marketplaces, and
Governments can also use super apps to and aligning with regulatory compliance civic centers.
deliver public services directly—such as frameworks make adoption smoother and
issuing digital health records, providing more sustainable. This convergence of services on a single
remote education during crises, or platform creates economies of scale
disbursing aid during natural disasters. Furthermore, super apps can aggregate that were not previously available to rural
The app becomes not only a commercial vast amounts of user data—purchasing or underserved populations. With every
channel but a public utility in its own right. patterns, location behavior, content download, a user enters a digital economy
preferences—which becomes a valuable with multiple entry points for earning,
When governments embrace super app resource for targeted advertising, product learning, and connecting.
ecosystems, they position their nations to development, and market intelligence.
leapfrog traditional development barriers. When responsibly managed, this data can As emerging markets continue to represent
The resulting tax revenues, employment also inform public policy, disaster response, the bulk of mobile subscriber growth
growth, and GDP impact can be profound. and urban planning. globally, the role of super apps becomes
Mobile Operators: From Pipes to Platforms not just relevant—but essential. Their ability
Mobile operators stand to be among the Through such strategic partnerships, to transform regional economic
biggest beneficiaries—if they embrace the super apps can expand quickly in markets demographics, accelerate operator
role of platform enablers rather than data with high mobile penetration but low profitability, and deliver on the promise of
pipes. By integrating or white-labeling smartphone or banking access—offering digital equity makes them one of the most
super apps, operators can: services via USSD, lightweight web apps, or important innovations in modern
• Create bundled plans that include premi- embedded SIM applications. telecommunications.
um app access

54 MAY 2025