Super Apps reshape the mobile market


Image: BlackBerry's Torch smartphone. By RIM
BlackBerry's Torch smartphone

The rapid adoption of smartphones is proving to be a disruptive force that is changing the way people around the world manage their personal and professional lives.

That's according to Deon Liebenberg, Regional Director for Research In Motion (RIM), the company behind the BlackBerry solution. He says that smartphones are changing the way people work and play by giving them mobile access to the Internet, social networking, email and other Internet applications wherever they are.

According to the Mobility 2009 research survey by World Wide Worx (October 2009), South Africa alone already has about four million mobile internet users and three million mobile email users, numbers that are growing sharply as prices of smartphones continue to drop. The rest of Africa is also seeing sharp uptake.

The result is that a growing segment of the population depends on smartphones for productivity apps, social networking, email, online shopping, banking, media playback and many other apps on the road.

The mobile phone is no longer a device simply for phone calls and text messaging. It converges a range of media, communications and productivity tools onto a single device you can take with you wherever you go, says Liebenberg.

According to Liebenberg the smartphone revolution started with the ability to manage your email and calendar on your cellphone. Subsequently, a host of powerful new enterprise and personal applications have been unleashed onto the market. Business users can access customer relationship management, enterprise resource planning and other back-end systems from any place where there is a cellular signal.

Consumers can enjoy a wide range of applications from social networking services such as Twitter and Facebook, through to games, calorie counters, weather applications, media tools, and so much more. Applications are more accessible and diverse than ever, thanks to the easy-to-use application stores like BlackBerry App World.

The choice of applications for popular smartphones runs into the thousands.

“ However, it is important to note that what is important is quality applications, not quantity. Research indicates that 99% of downloaded applications are discarded or ignored after just four weeks. As such, the focus needs to be on Super Apps – those applications that, once you start using them, you will wonder how you ever lived without them,” states Liebenberg.

Super Apps are integrated with other apps, giving you a seamless experience across the device. These apps are contextual and aware of things like your location and status.  The most compelling Super Apps are often always connected, but are connected in a very efficient way by leveraging push and always on capabilities - designed to deliver the data you want, when you want it.

“ Super Apps create experiences that are so seamless to use, and are so well-integrated with the core applications that they become a natural part of your daily interactions,” says Liebenberg.

A good example of a Super App is Twitter for BlackBerry smartphones. Users can see from the Twitter icon on their smartphone that there are new tweets available to view but they don’ t actually have to launch the application, they can view and send tweets right from their inbox. The last thing anyone wants to do is to have to check a dozen different applications separately to see what’ s new, so Twitter on BlackBerry becomes a Super App thanks to the seamless and efficient integration made possible by the BlackBerry platform.

The beauty of these Super Apps lies in the fact that they allow you to customise your smartphone to your own needs as a consumer and a businessperson, making your connection to the device even more personal,” says Liebenberg. “ The smartphone of the future is about having the tools to power a new level of communication, collaboration and integration that will transform the way we work and live.  It will empower us by making us more connected and engaged in every aspect of what we do.”



Share the News

Get Daily Newsletter

comments powered by Disqus


Why companies are scared of going mobile

More than 65 percent of companies are overdue to deploy Mobile Workforce Solution (MWS) apps, but are failing to do so due to unfounded fears, says One Channel. Read More

Airtel Ghana passes 4m subscriber mark

Airtel Ghana has recorded 8.77% growth in voice and 13.3% growth in data subscriptions. Read More

Samsung Ghana launches Galaxy S6 Edge+ Galaxy Note 5 in grand style

Samsung has launched its new S6 Edge+ and Note 5 devices in Ghana. Read More

Tecno Mobile launches Phantom 5

Having sold 45 million units of its mobile devices in Africa last year, Tecno Mobile has launched the latest of its mobile phone devices in the Phantom series, known as Phantom 5. Read More

Mobilethink seeks to solve Africa’s $6bn cloned device dilemma

With 10-20% of mobile devices coming into a network being cloned or counterfeit mobiles, Mobilethink is launching an automatic device detection solution. Read More

Samsung unveils Palm Selfie Competition

Samsung Electronics West Africa has announced the launch of a new brand theme, Dream Your Dream, which seeks to nurture the aspirations of young Nigerians who have great dreams with the potential to impact the country positively. Read More

ALCATEL ONETOUCH reveals Nigeria growth plans

ALCATEL ONETOUCH, described as one of the world’s fastest-growing smartphone manufacturers, is set to launch a wide range of affordable yet attractive and feature-rich mobile devices into the Nigerian market. Read More

Mecca pilgrims get added value as MTN Ghana gives 60% discount

MTN Ghana is providing 60% discount on voice, SMS & data services to pilgrims of this year’s Hajj.  Read More

Vodafone to entrench its position as market leader with M2M in Ghana

Vodafone Ghana has reiterated its intentions not to rest on its laurels but to maintain and entrench its dominance within the telecoms space with the adoption of Machine 2 Machine (M2M) services. Read More

SIM validation: MTN apologises for congestion

The management of MTN Nigeria has apologized to its teeming customers over the noticeable congestion in its service outlets across the country as a result of the ongoing SIM validation exercise. Read More


Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionMTN BusinessSchneider ElectricMultichoiceMicrosoft 4Afrika


Innovative designer takes e-waste to another levelInnovative designer takes e-waste to another level

Gladys Muyenzelwa is a Gaborone based artist and designer who has an eye for ethnic and contemporary design. But unlike other designers, Muyenzelwa has found a way of using e-waste to make her creations. 


High tech homes: Just press playHigh tech homes: Just press play

High tech, digital homes where everything is automated and connected aren’t the stuff of science fiction any longer, says BNC Technology.


Luba Freeport streamlines its sea of paper with Sage X3

Luba Freeport has implemented the Finance and Distribution modules of the Sage X3 business management solution to automate its business processes across finance and operations.