A super app is an app that has multiple features of many apps integrated together to facilitate the experience by an ecosystem offering.
Tata runs dozens of companies in the airline industry, jewelry, e-commerce, pharmacy, and a lot more. Neu brings all these sectors together under one mobile app in order to integrate the entire buying process.
However, the Indian market is particularly difficult in terms of digital space.The market leaders of a particular segment are so powerful that it’s very hard to disrupt them. Like watsapp for messaging. Rather than generics, Indian consumers prefer specialised products. In terms of shopping, we prefer Nykaa, Amazon, Big Basket instead of Facebook Marketplace. Also, the Indian market is reluctant to new apps flooded every day, just like you have not signed up for the WhatsApp feature, why would consider installing a new super app.So how will Tata Neo convince you to download its app, and more importantly, how will it keep you hooked?I didnu2019t even know of this app until my latest purchase at chroma, a Tata-owned retail electronic chain. Following my purchase, I received 17 new coins, each worth one re. The app promises to give you cashback or offers in the form of these neu coins, which you can buy on any of the segments owned by Tata.If this app becomes successful, the giant will have an enormous database of users bying history, which would be enough to keep users hooked, and the app will have the highest customer lifetime value. which means people will end up getting all their requirements from one super app, which would be fabulous.From the customer’s point of view, they will get rewards for showing their loyalty to Tata.Will it be a game changer or a flop, like Paytm Shop? Comment below
