{"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\/nl\/blog\/news\/ocherednoj-pervyj-v-mire-superapp","title":{"rendered":"De nieuwste 'eerste ter wereld' SuperApp","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Opnieuw wordt de 'eerste in Rusland' SuperApp van Tinkoff besproken. Onlangs vierden we de verjaardag van een van de eerste SuperApps - de app voor 'overheidsdiensten van Moskou', waarmee je parkeerkosten en boetes kunt betalen, meterstanden kunt doorgeven, een afspraak bij de dokter kunt maken en de schoolresultaten van je kind kunt bekijken. De federale overheidsdiensten volgden dit voorbeeld: het toevoegen van het woord 'super' (superdiensten of superapps) verhoogt automatisch de 'geweldigheid' van elke dienst. Hoewel ik geen warme gevoelens heb voor superapps (multifunctionele apps), is de huidige opkomst van digitale overheidsdiensten hun verdienste.<\/p>\n

Wat zien we nu, de opkomst of ondergang van SuperApps? <\/a><\/noindex> <\/p>\n

Deel \u00e9\u00e9n<\/h3>\n

\nIn de tijd dat het internet volwassen werd, probeerden iedereen megaportalen te cre\u00ebren \u2014 hallo Yahoo! Dat was toen ook de juiste zet. Maar de 'niche' diensten kwamen op \u2014 zoekmachines, webwinkels en sociale netwerken overwonnen de portalmonsters \u2026 en zelf werden ze ook deze monsters. Het ging allemaal goed, totdat de revolutie plaatsvond (dank aan Steve Jobs) en de portalmonopolie verslapte. De aanpak van het werken met smartphone-interfaces veranderde gewoon \u2014 het telefoonscherm werd de 'poort naar' de set diensten die de gebruiker nodig had. Je hebt geen gebruik meer nodig van Yandex-mail als je alleen zijn zoekmachine gebruikt. Nu is de set diensten een keuze van de gebruiker en een concurrentie tussen applicatieproducenten. De controle is overgedragen aan de eigenaren van de markten \u2014 Google en Apple. Dit bevredigt de 'dienst'-reuzen niet helemaal \u2014 de marketing van apps wordt duurder, de controle over de promotie gaat verloren, het beheer van gebruikers verdwijnt. En er ontstond een idee, of beter gezegd zelfs twee:<\/p>\n

    \n
  1. \u2018marktplaats binnen de marktplaats\u2019 <\/li>\n
  2. app 'zwitsers zakmes'.<\/li>\n<\/ol>\n

    <\/p>\n

    Deel twee<\/h3>\n

    \nIs it possible to create an App like a 'Swiss Army Knife'? Well, probably, to some extent it is possible. The example of public services was quite successful, but time goes on. All the other examples often cited (WeChat, Uber) cannot be called a full-fledged 'SuperApp'. These are applications that focus on a specific service, not even a service, but an area of life. It's like blind men trying to feel an elephant. For some, it's all about 'communication', for others 'finance'. It would be strange to receive a reminder from voice assistant Oleg to enter the menstrual cycle in the Tinkoff app, even if it is SuperApp.<\/p>\n

    Today's launch of SuperApps by financial organizations resembles the question of 'money in the morning \u2014 chairs in the evening or vice versa'. Who is more important, e-commerce or fintech, in the process of consuming goods or services? Until recently, payment services were an appendage to the process, one that could be managed (pay by card, points, e-money), and with the launch of services by Apple and Google, the problem for banks is becoming more pressing. <\/p>\n

    Finance is becoming 'infrastructure', just like communication operators. It is unrealistic to fight against the real creators of ecosystems \u2014 Google and Apple, so banks decided to take 'realistic competitors' as sparring partners. The methods of fighting chosen are different. Sberbank opted to buy services and take them under control. Tinkoff offers a marketplace\/SuperApp concept. Yandex had its own path to creating a SuperApp \u2014 'we'll do it ourselves'. <\/p>\n

    The transformation of positions on this path at Yandex and Sberbank is interesting. While Sber originated from 'buying', as their main resource is 'money', Yandex, which conversely has the 'hands', decided to do everything themselves. As a result, both underwent transformation. Now, Sber not only buys but also develops on its own, while Yandex has started to acquire projects. The question is whose resources will run out faster \u2014 Sber's money or Yandex's 'hands'. <\/p>\n

    In this survival strategy, Tinkoff, which is 'more modest' both in money and 'hands', has a difficult position. Consequently, Tinkoff is betting on 'advertising' and its brand. But there is a very big question \u2014 will it be able to survive this way now, or is it an attempt to sell itself for more before exiting?<\/p>\n

    Part three. The conclusion<\/h3>\n

    \nZijn SuperApps een doodlopende straat? Het belangrijkste wat veranderd is in de manier waarop we diensten consumeren, is de revolutie in de interactie met smartphones. Het lijkt erop dat er opnieuw een revolutie op komst is. Siri, Google, Alisa \u2014 dat zijn de beelden van de toekomst die hint naar hoe interactie zal plaatsvinden. Als we kijken naar de veranderingen die Apple dit jaar heeft gepresenteerd voor ontwikkelaars (SiriKit), kunnen we begrijpen hoe de essentie van de interactie met applicaties in de toekomst zal veranderen \u2014 een mix van spraakassistenten, snelle knoppen en applicatie-elementen tijdens communicatie. Misschien wordt dit wel de \u00e9chte eerste SuperApp. We zullen het snel zien...
    \n
    Bron:     habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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