In fact, banks have now begun to make non-banking services and super-apps of their own. Non-banks have begun making banking services [...] I see advantages in this approach – the fact that a customer can get absolutely everything in one place, but there are also disadvantages caused by the super-app approach, and it’s two-sided. There is a core business. Let’s imagine that we are a banking financial core business and if we provide a customer with non-financial services in our super-app that are not of very high quality, the customer will have to leave my system and also leave my key core business. I would lose the customer due to the fact that I gave him a low-quality additional service. Conversely, [if] I concentrate on making cool, specialized additional services, I lose focus, and my core business suffers. The customer doesn’t like my core business, even if I gave him some additional great businesses. He doesn’t like it and leaves. Super-apps are probably one of the models of the future, that’s very true, but not the only one — Vladimir Verkhoshinskiy, Chief Executive Officer, Alfa-Bank; Member of the Supervisory Board, Alfa Group Consortium.
I believe there is hi-end and there is hi-fi. And it’s impossible to sell hi-end through a super-app, so this niche will always be there […] There will always be certain things that remain outside the ecosystem, and this is great, in fact, because an ecosystem, especially an open one, has a major problem: how do you guarantee the level of quality? And this is despite the fact that most of the suppliers in the super-app are not controlled by the super-app owner — Sergey Shvetsov, First Deputy Governor, Bank of Russia .
We asked respondents what’s more convenient for them to use: to be members of ecosystems or to use various services. Surprisingly, the opinions were split: 50% of customers said they were more comfortable using a single button because it’s convenient and comfortable, and half said the opposite that they want to use different services because they believe ecosystems (or using a single button) force them to use unnecessary services. So, it’s probably obvious today that it’s difficult to answer the question of what will win out […] I can hardly imagine how in Europe it will be possible to use a single ecosystem or a single button. I think that, depending on the needs of customers, consumers will choose multiple services that they like. So, I believe that in the future both of them will probably exist — Igor Shekhterman, Chief Executive Officer, Х5 Retail Group N.V. .
As for super-services or super-apps, I don’t believe there is any ‘or’ at all. If a company is able to offer a good additional product to its customer, and the customers like it, then the company develops that in that way, adding new services. This happens with all organizations. There are numerous examples of this — Alexander Shulgin, General Director, Ozon.