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9 Jul 2021
超級應用程式Super Apps的興起:打造生態系,而不只停留於基礎平台
Candice Wan,分析師,Caelus香港辦公室



「Super Apps亦是生態系(ecosystem)— 它們將大量的服務整合至一個應用程式,讓用戶不用離開 App就可以在該應用程式中輕鬆完成各種各樣的工作。」



為何我們認為透過Super Apps建構出生態系是未來的趨勢?
從日常應用程式演變成超級Apps的成功可以看見,生態系策略是合理而可產生真正價值的。這促使著新的初創公司和現有企業都追隨這股熱潮。而為了推動更快的收入增長,這些日常應用程式終逐步整合出數位支付和貸款服務等金融服務,並向第三方運營商提供軟體即服務(Software as a Service, SaaS),讓他們在平台內開發自己的小程式,從而將這些平台轉變成生態系。
相比平台式的結構,生態系傾向於核心公司初始設置後自動運行,尤其是當第三方運營商能藉著核心公司的SaaS 工具和現有客戶群開發出自己的小程序。隨著越來越多的第三方運營商參與其中,將吸引更多的用戶加入生態系,從而形成良性循環,實現網絡效應。生態系的各方參與者通過共享實時數據相互創造協同效應和價值,這種共享經濟通常能提高運營效率、降低成本、帶來便利並在眾多參與者之間創造合作機會。

從用戶的角度,便利和黏性令他們已培養了使用超級App的習慣,他們對於該應用程式的需求會變得穩定。不斷使用該應用程式會成為他們的第二天性,甚至會不斷探求當中的其他小程式。此外,輕應用的內存佔用/RAM使用量小,消耗手機更少的電量和存儲空間,使超級Apps可以不斷改進、發布更新並透過小程式來增加服務,從而為超級 Apps的服務提供商帶來客戶和商業價值。


超級應用程式的熱潮乘著新冠疫情危機迅速成長。數位互動對企業和客戶來說是不可或缺的— 消費者要求在產品和服務上獲得寶貴的體驗,而企業們正重塑自身的價值以適應全球危機。然而,實施生態系策略需要高度關注,企業必須謹慎挑選最適合他們應用的方法,才可以最大限度地發揮生態系模式的潛力。