The application icons of Tencent Holdings (owner of WeChat) are displayed on an Apple iPhone. (Photo : Getty Images)
WeChat, the leading social media app of China, just recently launched a new platform with an idea that will be the biggest long-term threat to the iPhone. It is an idea wherein apps work better if it is embedded in a single program rather than them being proliferated across the home screen.
The concept is called "mini programs", which works wherein users can call up useful information from third-party applications within the WeChat app, then use them instantly without the need of downloading and installation. Examples of the third-party apps are photo filters, language tools and ride-sharing services.
The mini programs solve two crucial problems plaguing the mobile apps model. The first problem is the increasing average size of mobile apps. This is because developers are packing in more features as well as media files to take advantage of better hardware and screens of modern smartphones.
This won't be a problem if the user has unlimited data and a brand new smartphone, but in emerging markets, consumers tend to use capped data plans and older phone models with less memory. Having said, apps with big sizes are inconvenient and less likely to be downloaded in the first place.
The second problem is the registration of users on an app, which makes smartphone users worldwide annoyed. Example are eCommerce applications, which requires the user to register their usernames, passwords, email addresses and payment information before the application will work.
Inputting all of this information will be aggravating on a small screen. It is also worrisome, as identity theft is currently rising in the country.
The mini programs will be able to solve both of this problems. You can get this application through links from friends or groups in a chat, or by a scanning a QR code in real life. These programs are operated through the cloud, which means that there won't be any bandwidth-eating downloads.
Users also will not need to register for payment, as the mini program will be able to accept payments from WeChat's wallet.
WeChat is better positioned to succeed on the "mini programs" as they currently have 768 million daily users, and the company has evolved from a regular chat service to a one-stop app for everything. They currently have banking, shopping, dating and dining services, giving a convenient lifestyle to users.
