“With 63% of the population in the Philippines being unbanked, and with mobile users spending an average of over 5 hours daily on their smartphones, banking is set to be the largest superapp opportunity in the Philippines. We are excited at the potential to elevate digital financial services in the Philippines through superapps, and work with our partners and customers in capturing new growth in this new digital-first economy.” ~Andrew Male, Client Partner, ASEAN, Publicis Sapient
1. Identifying a winning proposition with strong product-market fit and a viable business model
The first step lies in establish the commercial objectives that will drive the superapp project, whether growth or the need to protect market share. At the same time, factors such as target client segments, target partner landscape and partnership approach, economic model, as well as regulatory approach need to be nailed down. The product development model should recognize and accommodate the needs of different stakeholders: Customers, partners, and the company itself.
From a technology standpoint, considerations for platform capability and architecture are necessary to define key components and decide what to build, buy or reuse. This will shape the underlying technology stack that must be put in place..
2. Define the path to create an MVP through internal expertise and collaborative partnerships, and swiftly testing it in the market
Adopt a holistic, customer-centric approach that focuses on connecting different touchpoints across the entire customer journey, by proactively identifying pain points and friction through data-driven insights while delivering maximum value.
Embrace an iterative approach to minimum viable product (MVP) development, rapidly prototyping and testing ideas to gather feedback and make improvements. At the same time, partner and customer feedback should be incorporated early in the process to ensure the proposition remains relevant while it is being developed and tested.
3. Craft an AI and ML-driven experience tailored to user preferences
To create a successful superapp, organizations must understand customers' behavior and preferences to create better personalized recommendations and services. This helps to increase customer engagement and loyalty. This can be done through analysis of data including customer purchase history, browsing behavior, search queries, and other metrics, to gain valuable information about customer needs and preferences. From this, organizations can be better prepared to build hyper-personalized recommendation systems by predicting customer consumption patterns and analyzing customer activity.
As consumers are increasingly demanding more personalized and hyper-convenient experiences that meet their needs, the superapp framework is an ideal solution towards transforming the user experience via mobile and digital, enabling access to an assortment of tools for specific tasks or services.
Learn more about the Philippines superapp opportunity for growth here.
ABOUT PUBLICIS SAPIENT
Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain competitive advantage in a world that is increasingly digital. We operate through our expert SPEED – Strategy, Product, Experience, Engineering and Data & AI – capabilities which, combined with our culture of curiosity and deep industry knowledge, enable us to deliver meaningful impact to our clients’ businesses through reimagining the products and experiences their customers truly value. Our agile, data-driven approach equips our clients’ businesses for change, making digital the core of how they think and what they do. Publicis Sapient is the digital business transformation hub of Publicis Groupe with 20,000 people and over 50 offices worldwide. For more information, visit publicissapient.com.