{"id":53882,"date":"2019-12-12T00:00:00","date_gmt":"2019-12-11T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/ocherednoj-pervyj-v-mire-superapp"},"modified":"2020-02-18T14:01:49","modified_gmt":"2020-02-18T11:01:49","slug":"ocherednoj-pervyj-v-mire-superapp","status":"publish","type":"post","link":"https:\/\/prohoster.info\/hr\/blog\/news\/ocherednoj-pervyj-v-mire-superapp","title":{"rendered":"Jo\u0161 jedan \"prvi na svijetu\" SuperApp","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Ponovo svi pri\u010daju o \"prvom u Rusiji\" SuperApp-u, ovaj put od Tinkoff-a. Nedavno je obilje\u017een jubilej jedne od prvih SuperApp-ova \u2014 aplikacije \"dr\u017eavne usluge Moskve\", u kojoj mo\u017eete platiti parking i kazne, unijeti o\u010ditanja stambenih usluga, zakazati lije\u010dni\u010dke preglede, pogledati doma\u0107e zadatke i ocjene djeteta. Iza njih su krenule i federalne dr\u017eavne usluge: dodavanje rije\u010di \"super\" (super-usluge ili super-aplikacije) automatski pove\u0107ava \"kul\" faktor bilo koje usluge. Iako nemam tople osje\u0107aje prema superaplikacijama (kombajnima), dana\u0161nje penetriranje digitalnih dr\u017eavnih usluga \u2014 njihova je zasluga.<\/p>\n

\u0160to to trenutno promatramo, izlazak sunca ili zalazak Sunca SuperApp-ova? <\/a><\/noindex> <\/p>\n

Prvi dio<\/h3>\n

\nU trenutku sazrijevanja Interneta svi su nastojali stvoriti megaportale \u2014 zdravo Yahoo! I u tom trenutku to je bilo ispravno. Njima su se pridru\u017eile \"uske\" usluge \u2014 tra\u017eilice, internetske trgovine i dru\u0161tvene mre\u017ee pobijedile su portale... I same su se pretvorile u te divove. Sve je i\u0161lo dobro, dok se nije dogodila revolucija (hvala Steveu Jobsu) i portenska monopolija nije po\u010dela slabeti. Jednostavno se promijenio sam pristup radu s su\u010deljem pametnog telefona \u2014 prozor telefona postao je taj \"portal\" s onim skupom usluga koje su korisniku bile potrebne. Ne morate koristiti Yandex e-po\u0161tu ako koristite samo njegovu tra\u017eilicu. Sada je skup usluga izbor korisnika i konkurencija proizvo\u0111a\u010da aplikacija. Kontrola je pre\u0161la u ruke vlasnika tr\u017ei\u0161ta \u2014 Google i Apple. \u0160to ne zadovoljava \"uslu\u017ene\" gigante \u2014 marketing aplikacija postaje skuplji, kontrola nad promocijom se gubi, upravljanje korisnicima odlazi. I pojavila se ideja, to\u010dnije \u010dak dvije:<\/p>\n

    \n
  1. \"market unutar tr\u017ei\u0161ta\" <\/li>\n
  2. aplikacija \"\u0161vicarski no\u017e\".<\/li>\n<\/ol>\n

    <\/p>\n

    Drugi dio<\/h3>\n

    \nJe li mogu\u0107e stvoriti aplikaciju \"\u0161vicarski no\u017e\"? Pa, vjerojatno, dijelom da. Primjer javnih usluga bio je prili\u010dno uspje\u0161an, ali vrijeme prolazi. Svi ostali primjeri koji se \u010desto navode (WeChat, Uber) ipak se ne mogu nazvati pravim \"SuperApp-om\". To su aplikacije koje se fokusiraju na specifi\u010dnu uslugu, \u010dak ne ni uslugu, nego podru\u010dje \u017eivota. To je kao kada slijepi dodiruje slona. Za neke je to \"o komunikaciji\", a za druge \"o financijama\". Bilo bi \u010dudno dobiti podsjetnik od glasovnog asistenta Olega da unese menstrualni ciklus u aplikaciju Tinkoff, \u010dak i ako se radi o SuperApp-u.<\/p>\n

    Dana\u0161nje lansiranje SuperApp-ova od financijskih institucija izgleda kao utvr\u0111ivanje \"ujutro novac - nave\u010der stolice ili obrnuto\". Tko je va\u017eniji, e-trgovina ili fintech, u procesu potro\u0161nje proizvoda ili usluga? Do nedavno su platni servisi bili dodatak procesu, a tako ne\u0161to kojim se mo\u017ee upravljati (platiti karticom, bodovima, elektroni\u010dkim novcem), a uz uvo\u0111enje vlastitih servisa od Applea i Googlea, problem postaje o\u0161triji za banke. <\/p>\n

    Financije postaju \"infrastruktura\", poput telekomunikacijskih operatora. Boriti se protiv pravih kreatora ekosustava \u2014 Googlea i Applea je nerealno, pa su banke odlu\u010dile uzeti \"realisti\u010dne protivnike\" kao sparing-partnere. Na\u010din borbe odabran je razli\u010dit. Sberbank je odlu\u010dio kupiti servise i staviti ih pod kontrolu. Tinkoff nudi koncept marketplace-a\/SuperApp-a. Yandex je imao svoj put stvaranja SuperApp-a \u2014 \"sami\" \u0107emo napraviti. <\/p>\n

    Zanimljiva je transformacija pozicija na ovom putu kod Yandexa i Sberbanke. Dok je Sber krenuo s idejom \"kupit \u0107emo\", jer je glavni resurs \"novac\", Yandex, koji zauzvrat ima \"ruke\", odlu\u010dio je sve raditi sam. Na kraju, i jedni i drugi su pretrpjeli transformaciju. Ve\u0107 i Sber ne samo da kupuje, nego i sam proizvodi, a Yandex, naprotiv, po\u010deo je kupovati projekte. Pitanje je \u010diji \u0107e se resursi br\u017ee iscrpjeti \u2014 novac Sbera ili \"ruke\" Yandexa. <\/p>\n

    U ovoj strategiji pre\u017eivljavanja, Tinkoff, koji je \"skromniji\" i po novcu i po \"rukama\", ima slo\u017eenu poziciju. Kao rezultat, Tinkoff se oslanja na \"oglase\" i svoj brend. No, postoji vrlo veliko pitanje \u2014 ho\u0107e li sada uspjeti ostati na povr\u0161ini ili je to poku\u0161aj da se proda skuplje prije odlaska.<\/p>\n

    Tre\u0107i dio. Zaklju\u010dak<\/h3>\n

    \nSuperAppovi su slijepa ulica? Naime, najzna\u010dajnija promjena u na\u010dinu potro\u0161nje usluga bila je revolucija interakcije sa pametnim telefonima. I \u010dini se da se revolucija ponovno sprema. Siri, Google, Alisa \u2014 ti su simboli budu\u0107nosti koji sugeriraju kako \u0107e se odvijati interakcija. Ako pogledamo promjene za programere koje je ove godine predstavio Apple (SiriKit), mo\u017eemo shvatiti kako \u0107e se u budu\u0107nosti mijenjati sama su\u0161tina rada s aplikacijskim su\u010deljima \u2014 mje\u0161avina glasovnog asistenta, brzih gumba i elemenata aplikacija tijekom komunikacije. Mogu\u0107e je da \u0107e to postati \u201eto\u201d stvarno prvi SuperApp. Uskoro \u0107emo vidjeti\u2026
    \n
    Izvor:     habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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