Superapps — multifunctional platforms that integrate messaging, payments, e-commerce and more — have reshaped digital ecosystems in Asia, with WeChat, Grab and Gojek leading the way.

These platforms create stickiness by offering a seamless, all-in-one experience, driving engagement and monetisation.

Now, telcos have the chance to follow suit and leverage their vast customer bases, established trust and network infrastructure to build their own superapp ecosystems.

Why telcos?

Unlike over-the-top (OTT) players — such as WhatsApp, Netflix, Facebook and Spotify, which offer services directly over the internet, bypassing traditional telecom infrastructure — telecom operators already have a direct relationship with their users.

OTTs have captured market share by providing lower-cost or free alternatives to traditional telecom services like voice calls and messaging. However, telecom operators still control key aspects of connectivity, billing and customer identity, giving them a unique advantage in superapp development. Moreover, as mobile data consumption continues to surge, telecos can leverage their existing infrastructure to provide seamless digital services. Success is not guaranteed, though. To thrive in this space, operators must go beyond basic connectivity and create compelling, value-added services that truly resonate with users.

Expanding digital services

To successfully transition into superapp providers, telcos must begin by expanding their range of digital services. They could integrate financial services such as digital wallets, lending and insurance, as well as entertainment options like streaming and gaming. Incorporating e-commerce functionalities, including marketplaces and travel bookings, can further enrich the app’s ecosystem, keeping users engaged and driving additional revenue beyond traditional telecom services.

Beyond these, telecoms can also explore additional services such as telehealth, digital identity verification, smart home integrations and cloud storage solutions. By offering an all-in-one digital experience, telcos can increase user engagement and create stronger brand loyalty. Superapps can also provide features like mobility services, digital ticketing and subscription management, making them even more indispensable to consumers.

AI and personalisation will be essential for enhancing the user experience. Intelligent recommendations, predictive analytics and hyper-personalised offerings can significantly increase user engagement. Telcos are already at an advantage here, having access to a wealth of user insights such as call history, app usage and data consumption that can inform accurate customer profiles. Telecom operators must harness AI to deliver targeted content, smart bundling and proactive customer support that adds genuine value to their customers’ lives.

A seamless payment and financial integration strategy will also be a critical component of a successful superapp. Telecos should invest in strong payment infrastructures, allowing for multiple transaction options such as carrier billing, QR payments and even blockchain-based transactions. A comprehensive digital ecosystem will encourage users to rely on the app for more than just communication, turning it into an everyday essential.

How to make the leap

Even with great potential, becoming a superapp cannot happen overnight. Security risks can increase if superapps grant access to sensitive banking data or other confidential information, and so fraud prevention, data encryption and secure authentication processes must be integral parts of the app’s architecture. What’s more, while consumers are increasingly drawn to the convenience superapps provide, many still share concerns about how their data is handled. If the superapp is using both new and existing customer data to recommend additional services, it must be transparent about how this data is collected, stored and used.

Compliance with evolving regulations such as the European Union’s General Data Protection Regulation and AI policies will be crucial in ensuring consumer confidence. Trust will be a defining factor in the success of telecom-led superapps.

Collaboration will also be key to building a successful superapp. No platform can thrive in isolation, and telecom companies should seek strategic partnerships to enrich their app ecosystem. By opening their platforms to third-party developers through application programming interfaces, telecoms can accelerate innovation and diversify their service offerings in ways that would not be possible alone.

The transition from a traditional telecom operator to a superapp provider will not happen quickly. It requires a shift in mindset, investment in digital infrastructure, and a commitment to customer-centric innovation. However, those who successfully navigate this transformation will not only future-proof their business but also redefine the role of telecommunications in the digital age.

Want to learn more about diversifying your telecom offer? Check out our superapps whitepaper.