The commercial potential of Superapps in the Consumer Internet of Things (CIoT) ecosystem within South Africa

Abstract

The study explores the adoption of a Superapp for consumer IoT products and services, with MTN serving as the platform owner. Employing a mixed-methods research approach grounded in TAM, the study integrates consumer survey data alongside qualitative interviews involving SMEs, SOHOs, and Developers. In the quantitative phase, the principal findings show that Perceived Usefulness and Ease of Use considerably influence consumer adoption. At the same time, the moderating role of Perceived Cost was not statistically significant. Additionally, factors like Attitude and Variety of Services are critical in shaping consumer attitudes towards a CIoT Superapp, mainly due to their ability to offer numerous services through MiniApps, influencing user preferences and choices. The thematic analysis of the qualitative interviews unearthed insights into businesses' perceived challenges and opportunities, shedding light on their expectations and apprehensions about adopting and integrating a CIoT Superapp in their operations. Themes included the potential of CIoT Superapp to streamline operations, broaden market reach, and offer cost-effective solutions. This research contributes to the digital transformation discourse by highlighting the CIoT Superapp's potential to reshape the business landscape in South Africa, emphasizing its role in driving growth and innovation within the CIoT ecosystem. It offers original insights into the multi-sided nature of a CIoT Superapp platform and its implications for various stakeholders, positioning the CIoT Superapp as a transformative tool in the South African Market