Edik Mitelman, the General Manager of Privacy Cloud at AppsFlyer, is at the forefront of creating an ecosystem collaboration environment that prioritizes end-user privacy. The concept of super apps, which offer a seamless experience by combining various services like food delivery, retail shopping, transportation, and telecommunications, hinges on efficient data collaboration across different branches of the app. Each arm of the super app operates as a standalone entity, sharing user data insights to personalize experiences while upholding privacy norms and consent.
Super apps can leverage the vast amounts of user data they collect to expand beyond their platforms and aid advertisers in targeting audiences more effectively. The unique advantage of super apps lies in the first-party data they acquire from user transactions and interactions within the ecosystem, allowing them to create detailed profiles that external advertisers can use for tailored campaigns. Through targeted promotional campaigns on other platforms, super apps can drive new user acquisition and facilitate opportunities for businesses to promote their offerings.
To sustain growth and relevance, super apps must uphold strategic and responsible data collaboration practices. This involves building seamless data infrastructure that enables secure data exchange among different app services, enhancing user experiences by personalizing interactions, and developing strong privacy practices to protect user data. Collaboration with external parties must be done responsibly, ensuring mutual benefit and ethical use of data while adhering to privacy laws and protocols.
Super apps are uniquely positioned to reshape the digital service delivery landscape, but they must prioritize user privacy and data security to maintain their competitive edge. By focusing on creating a robust data ecosystem, aligning with regulatory standards, and managing external collaborations effectively, super apps can set themselves up for long-term success. As they continue to evolve, the prioritization of efficient data use, user-centric experiences, and steadfast privacy controls will be crucial in driving the digital future forward and solidifying their place as essential components of everyday life.
