Elon Musk aims to transform Twitter into an “everything app” or super app like China’s WeChat. But skeptics point to big challenges in competing with specialized apps. We look at the Baltic app landscape and services that enable WeChat’s success.
The Vision of an All-In-One Digital Experience
Super apps consolidate multiple functions like messaging, payments, ride-hailing, shopping, and more so users rarely need to exit the platform. Musk rebranded Twitter to “X” to signify this expanded vision beyond just social media.
But recreating WeChat’s success outside Asia won’t be easy. Facebook struggled in this area. Standalone apps have huge user bases and specialized advantages.
Examining the Baltic App Ecosystem
In the Baltics, local startups like Bolt and Wolt dominate ride-hailing and food delivery. Multiple banks offer payment apps. Facebook remains the top social platform despite TikTok’s rise.
To become a super app, X may need to acquire or partner with entrenched players, not directly compete. But many may hesitate to empower a rival. Deep TikTok or Facebook integration could be complex.
WeChat’s Powerhouse Features
WeChat succeeded by leveraging unique advantages:
- Dominant social platform status in a closed China internet market
- Tencent’s investment stake in major ecommerce, gaming, travel apps
- Integrated payments via WeChat Pay
- Mini programs providing stripped down app experiences
This level of content and capability would be hard to replicate from scratch.
Musk’s Secret Weapon: Transforming Communication
Yet Musk sees opportunity in evolving how people communicate. He tripled the tweet character limit for Twitter Blue subscribers.
Positioning X as a rich messaging and conversation platform rather than just soundbites differentiates from competitors. Adding utility like payments and events could then hook users to meet more needs directly in X.
Super apps may be hard to build from the ground up. But by incrementally enhancing Twitter’s core communication abilities, Musk aims to lay the foundation stone for an everything app.