A leading telecom provider engages Tencent to enhance consumer experiences in the Middle East and Africa through a super-app

In the fast-paced telecommunications (telecom) industry, consumers are often overwhelmed by the multitude of apps—each with its unique interface and access protocols—and often not integrated. This fragmentation of consumer data across various services not only leads to a subpar user experience, it also contributes to lower provider retention. This situation underscores the pressing need for a solution that offers greater flexibility, security, and convenience.

A leading global telecom service provider aims to connect the unconnected and ensure its services provide concrete solutions to address the end-user needs in the Middle East and Africa (MEA). Doing so requires the company to launch an all-in-one app integrating two key services. One is a self-care channel that allows users to manage their mobile lines, control subscriptions, pay bills, and recharge their lines easily and securely. The second is an e-wallet enabling users to manage their financial services.

To fully integrate these two highly used services, the telecom provider planned to launch a new all-in-one app, combining all the previous apps’ features and providing users with new services, including marketplace and ticketing services. The super-app will be the company’s gateway to a single integrated digital ecosystem.

Super-apps are a relatively recent phenomenon in mobile apps, characterized by platforms offering a wide range of services in a single application with consistent user experience. The super-app is a new paradigm for app development featuring a lower cost and highly efficient platform for developers and businesses to create mini-apps with deeper integration of ecosystem services that enable cross-sell opportunities and supplier collaboration.

The company’s partnership with Tencent Cloud is a significant step towards delivering superior customer experiences. By leveraging Tencent Cloud’s mobility framework and the Tencent Cloud Mini Program Platform (TCMPP) solution, the company will be creating an open platform for its new all-in-one app. This collaboration, which taps into Tencent Cloud’s technological expertise and its Weixin ecosystem with over 1 billion monthly active Mini Program users, will enhance the company’s ecosystem and bolster its position in the African market.

Starting in the second half of 2024, the telecom provider will gradually integrate the mini-app technology and aims to allow hundreds of global and local partners access to its platforms and doubling super-app adoption next year.

The company’s vision includes its partnership with Tencent Cloud to create a unique digital ecosystem in Africa with the super-app, one that provides inclusive and easy access to all digital and content providers—to put the world within reach of its customers.  The company is committed to supporting entrepreneurship through this alliance by offering start-ups, merchants, content creators, and major brands the opportunity to develop mini-apps tailored to the needs of each country. The approach will strengthen African innovation and infuse the economy with new employment opportunities and economic growth.

Frank Della Rosa

Research Vice President, SaaS, Business Platforms, and Industry Cloud, IDC