{"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\/ro\/blog\/news\/ocherednoj-pervyj-v-mire-superapp","title":{"rendered":"\u00cenc\u0103 un \u201eprim \u00een lume\u201d SuperApp","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\u0218i din nou se discut\u0103 despre \u201eprimul SuperApp din Rusia\u201d, de data aceasta de la Tinkoff. Recent, a avut loc aniversarea uneia dintre primele SuperApp-uri \u2014 aplica\u021bia \u201eserviciilor guvernamentale din Moscova\u201d, \u00een care po\u021bi pl\u0103ti parcarea \u0219i amenzile, transmite cita\u021biile de utilit\u0103\u021bi, te po\u021bi programa la medic, po\u021bi verifica temele \u0219i notele copilului. \u00cen urma lor au venit \u0219i serviciile guvernamentale federale: ad\u0103ugarea cuv\u00e2ntului \u201esuper\u201d (super-servicii sau super-aplica\u021bii) ridic\u0103 automat \u201enivelul de coolness\u201d al oric\u0103rui serviciu. \u0218i, de\u0219i nu am sentimente calde pentru super-aplica\u021bii (combina\u021bii), p\u0103trunderea digital\u0103 a serviciilor guvernamentale de ast\u0103zi se datoreaz\u0103 lor.<\/p>\n

Ce observ\u0103m acum, este un r\u0103s\u0103rit sau un apus al SuperApp-urilor? <\/a><\/noindex> <\/p>\n

Partea \u00eent\u00e2i<\/h3>\n

\n\u00cen momentul cre\u0219terii Internetului, toat\u0103 lumea \u00ee\u0219i dorea s\u0103 creeze mega-portale \u2014 salut, Yahoo! \u0218i atunci, asta era corect. Le-au urmat \u201eserviciile \u00eenguste\u201d \u2014 motoarele de c\u0103utare, magazinele online \u0219i re\u021belele sociale au \u00eenvins mon\u0219trii portalurilor... \u0218i ei \u00een\u0219i\u0219i s-au transformat \u00een ace\u0219ti mon\u0219tri. Totul mergea bine, p\u00e2n\u0103 nu a avut loc revolu\u021bia (mul\u021bumim lui Steve Jobs) \u0219i monopolul portalurilor a \u00eenceput s\u0103 sl\u0103beasc\u0103. Pur \u0219i simplu s-a schimbat abordarea \u00een utilizarea interfe\u021bei smartphone-ului \u2014 fereastra telefonului a devenit acel \u201eportal\u201d cu setul de servicii necesare utilizatorului. Nu trebuie s\u0103 folose\u0219ti e-mailul Yandex, dac\u0103 folose\u0219ti doar motorul s\u0103u de c\u0103utare. Acum setul de servicii este o alegere a utilizatorului \u0219i o competi\u021bie \u00eentre furnizorii de aplica\u021bii. Controlul a fost transferat c\u0103tre de\u021bin\u0103torii de magazine \u2014 Google \u0219i Apple. Ce nu \u00eei mul\u021bume\u0219te pe \u201egigan\u021bii serviciilor\u201d \u2014 marketingul aplica\u021biilor devine mai scump, controlul asupra promov\u0103rii se pierde, gestionarea utilizatorilor dispare. \u0218i a ap\u0103rut ideea, mai bine zis chiar dou\u0103:<\/p>\n

    \n
  1. \u201emarketing pe interiorul marketingului\u201d <\/li>\n
  2. aplica\u021bia \u201ecutter elve\u021bian\u201d.<\/li>\n<\/ol>\n

    <\/p>\n

    Partea a doua<\/h3>\n

    \nEste posibil s\u0103 creezi o aplica\u021bie \u201ecutter elve\u021bian\u201d? Ei bine, probabil c\u0103 par\u021bial este posibil. Exemplul serviciilor guvernamentale a fost destul de reu\u0219it, dar timpul trece. Toate celelalte exemple, care sunt adesea men\u021bionate (WeChat, Uber), nu pot fi considerate \u00een totalitate un \u201eSuperApp\u201d. Aceste aplica\u021bii au un accent pe un serviciu specific, chiar mai degrab\u0103 pe o zon\u0103 a vie\u021bii. Este ca \u0219i cum orbi ar pip\u0103i un elefant. Pentru unii, totul acesta este \u201edespre comunicare\u201d, pentru al\u021bii \u201edespre finan\u021be\u201d. Ar fi ciudat s\u0103 prime\u0219ti un reminder de la asistentul vocal Oleg s\u0103 introduci ciclul menstrual \u00een aplica\u021bia Tinkoff, chiar \u0219i \u00een SuperApp.<\/p>\n

    Lansarea de ast\u0103zi a SuperApp-urilor de c\u0103tre institu\u021biile financiare seam\u0103n\u0103 cu o discu\u021bie despre \"banii diminea\u021ba - scaunele seara sau invers\". Care este mai important, e-commerce sau fintech, \u00een procesul de consum al bunurilor sau serviciilor? P\u00e2n\u0103 de cur\u00e2nd, serviciile de plat\u0103 erau un anexe al procesului, \u0219i anume un lucru ce putea fi gestionat (plat\u0103 cu cardul, puncte, bani electronici), iar odat\u0103 cu lansarea propriilor servicii din partea Apple \u0219i Google, problema devine mai acut\u0103 pentru b\u0103nci. <\/p>\n

    Finan\u021bele devin \u201einfrastructur\u0103\u201d, la fel ca operatorii de telecomunica\u021bii. Este imposibil s\u0103 lup\u021bi \u00eempotriva creatorilor reali ai ecosistemelor - Google \u0219i Apple, a\u0219a c\u0103 b\u0103ncile au decis s\u0103-\u0219i aleag\u0103 \u201erivalii reali\u201d ca parteneri de sparring. Metodele de lupt\u0103 au fost diferite. Sberbank a decis s\u0103 achizi\u021bioneze servicii \u0219i s\u0103 le controleze. Tinkoff propune conceptul de marketplace\/SuperApp. Yandex a avut propriul s\u0103u drum pentru a crea SuperApp-ul - \u201enoi\u201d vom face totul. <\/p>\n

    Transformarea pozi\u021biilor pe acest drum la Yandex \u0219i Sberbank este interesant\u0103. Dac\u0103 Sber pornea de la ideea c\u0103 \u201evom cump\u0103ra\u201d, deoarece principalul resurs \u201esunt banii\u201d, Yandex, care spre deosebire de acesta dispune de \u201em\u00e2ini\u201d, a decis s\u0103 fac\u0103 totul singur. \u00cen consecin\u021b\u0103, at\u00e2t Sber c\u00e2t \u0219i Yandex au suferit o transformare. Sber nu doar cump\u0103r\u0103 acum, ci \u0219i produce, \u00een timp ce Yandex, dimpotriv\u0103, a \u00eenceput s\u0103 achizi\u021bioneze proiecte. \u00centrebarea este cine va r\u0103m\u00e2ne f\u0103r\u0103 resurse mai repede - banii la Sber sau \u201em\u00e2inile\u201d la Yandex. <\/p>\n

    \u00cen aceast\u0103 strategie de supravie\u021buire, Tinkoff, care este \u201emai modest\u201d at\u00e2t \u00een privin\u021ba banilor, c\u00e2t \u0219i a \u201em\u00e2nilor\u201d, are o pozi\u021bie dificil\u0103. Ca urmare, Tinkoff mizeaz\u0103 pe \u201epublicitate\u201d \u0219i pe marca sa. Dar exist\u0103 o \u00eentrebare mare - va reu\u0219i acum s\u0103 supravie\u021buiasc\u0103 cu aceasta sau este doar o \u00eencercare de a se vinde mai scump \u00eenainte de a pleca.<\/p>\n

    Partea a treia. Concluzia<\/h3>\n

    \nSuperApp-urile sunt un impas? Problema este c\u0103 cea mai semnificativ\u0103 transformare a modului de consum al serviciilor a fost revolu\u021bia interac\u021biunii cu smartphone-ul. \u0218i pare foarte probabil c\u0103 o nou\u0103 revolu\u021bie se preg\u0103te\u0219te. Siri, Google, Alice \u2013 aceste imagini ale viitorului sugereaz\u0103 felul \u00een care va avea loc interac\u021biunea. Dac\u0103 ne uit\u0103m la modific\u0103rile pentru dezvoltatori pe care Apple le-a prezentat anul acesta (SiriKit), putem \u00een\u021belege cum se va schimba esen\u021ba lucrului cu interfe\u021bele aplica\u021biilor \u00een viitor \u2013 o combina\u021bie de asistent vocal, butoane rapide \u0219i elemente de aplica\u021bii \u00een timpul interac\u021biunii. Poate c\u0103 acesta va fi cu adev\u0103rat \u201eprimul SuperApp\u201d. \u00cen cur\u00e2nd vom vedea\u2026
    \n
    Sursa:     habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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[…]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[702],"tags":[],"class_list":["post-53882","post","type-post","status-publish","format-standard","hentry","category-news"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n","aioseo_head_json":{"title":"\ud83e\udd47O alt\u0103 \u201eprim\u0103 \u00een lume\u201d SuperApp | ProHoster","description":"\u0218i din nou toat\u0103 lumea discut\u0103 despre \u201eprimul din Rusia\u201d SuperApp, de data aceasta de la 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