{"id":2474,"date":"2020-10-13T10:01:00","date_gmt":"2020-10-13T14:01:00","guid":{"rendered":"https:\/\/damore-mckim.northeastern.edu\/cem\/?post_type=dmsb_media_mention&p=2474"},"modified":"2025-05-01T10:18:18","modified_gmt":"2025-05-01T14:18:18","slug":"mini-apps-could-reinvent-the-way-you-use-your-iphone-china-led-the-way","status":"publish","type":"dmsb_media_mention","link":"https:\/\/damore-mckim.northeastern.edu\/cem\/news\/dmsb_media_mention\/mini-apps-could-reinvent-the-way-you-use-your-iphone-china-led-the-way\/","title":{"rendered":"Mini apps could reinvent the way you use your iPhone. China led the way"},"content":{"rendered":"\n

<\/a><\/p>\n\n\n\n

By Michelle Toh<\/a>, CNN Business<\/p>\n\n\n\n

\u00a06 minute read\u00a0Published 6:58 AM EDT, Tue October 13, 2020Video Ad FeedbaWhy Trump's war on WeChat could hurt American businesses03:00\u00a0– Source: CNN Business<\/p>\n\n\n\n

These newscasters you may have seen online are not real people<\/p>\n\n\n\n

Facebook could soon reinstate Trump. Two former senior staffers debate the decision03:35Experts raising alarm over ‘crisis' of TikTok's impact on mental health<\/p>\n\n\n\n

Instead of downloading an app, you can pull up just one part of it, saving valuable space on your phone. In China, that has long been the norm.<\/p>\n\n\n\n

Last month, the iPhone maker debuted<\/a> \u201cApp Clips\u201d as part of its latest operating system update. The new iOS 14, which has already rolled out on many current Apple devices, will almost certainly be featured on a slate of new phones the company is revealing Tuesday<\/a>.<\/p>\n\n\n\n

The feature lets people launch just part of an app to complete quick, on-the-go tasks, such as ordering takeout from a restaurant or renting a bike. That means instead of downloading an entirely new app, users can launch a snippet by scanning a QR code, or by tapping a link shared via text or the Safari web browser.<\/p>\n\n\n\n

For some, the concept may sound familiar: In China, the ubiquitous app WeChat has offered something similar for years.<\/p>\n\n\n\n

WeChat, which is run by Chinese internet giant Tencent, is often referred to as a \u201csuper-app,\u201d acting as a one-stop shop that does it all for users. People often joke that it more closely resembles an operating system than it does a traditional app because of how much time people spend on it. In recent years, WeChat has increasingly built its success on an ecosystem of lite apps, which are known as \u201cmini programs.\u201d<\/a><\/p>\n\n\n\n

More than 400 million users rely on WeChat's one million mini programs daily to do virtually everything, from ordering groceries to booking a yoga class to paying bills, without leaving the app. Like App Clips, mini programs don't take up a lot of space, so they can load quickly and minimize the storage needed on a phone. Each program takes up 10 megabytes or less, while a full-sized app typically takes up dozens or even hundreds of megabytes.<\/p>\n\n\n\n

\u201cI think everyone can see the similarities [between the Apple and WeChat systems],\u201d said Xiaofeng Wang, a senior analyst at research firm Forrester. \u201cIn terms of consumer-facing digital innovations, China is definitely ahead.\u201d<\/p>\n\n\n\n

Apple and Tencent declined to comment for this story.<\/p>\n\n\n\n

How the trend started<\/h2>\n\n\n\n

Tencent introduced mini programs on January 9, 2017, exactly 10 years after<\/a> the first iPhone was unveiled.<\/p>\n\n\n\n

Some thought the launch was intended to send a message about how the Chinese company wanted to own the future of mobile technology, according to Thibault Genaitay, a former software developer who now heads China operations at Le Wagon, a coding bootcamp.<\/p>\n\n\n\n

\u201cTen years after the launch of iPhone, WeChat Mini Programs officially launches. And what a change to the idea of \u2018downloading' apps,\u201d Connie Chan, a general partner at venture capital firm Andreessen Horowitz, wrote<\/a> on Twitter at the time. \u201cMini programs could be revolutionary.\u201d<\/p>\n\n\n\n

Chan discussed the parallels between Apple and Tencent earlier this year, saying on a company podcast<\/a> that \u201cApp Clips are very, very similar to the mini program ecosystem that WeChat launched.\u201d<\/p>\n\n\n\n

\"A<\/figure>\n\n\n\n

A Chinese customer using his phone to pay via a QR code with the WeChat app at a market in September in Beijing. Kevin Frayer\/Getty Images<\/p>\n\n\n\n

The two tech giants are not the only players to experiment with the idea.<\/p>\n\n\n\n

Over the years, other companies have floated similar initiatives, such as Google (GOOGL)<\/a>'s \u201cInstant Apps,\u201d<\/a> Snapchat (SNAP)<\/a>'s \u201cSnap Minis,\u201d<\/a> and Button, a New York startup that connects users to specific pages within apps.<\/p>\n\n\n\n

But Tencent was the first to make it mainstream, which led other Chinese platforms to follow suit, according to analysts.<\/p>\n\n\n\n

App fatigue<\/h2>\n\n\n\n

The main problem these smaller programs address is that most users no longer want to install new apps, according to Dan Frommer, former editor-in-chief at Recode and founder of tech publication The New Consumer.<\/p>\n\n\n\n

\u201cWe're 12 years into the App Store, and most companies \u2014 especially the big companies \u2014 all have apps,\u201d he said<\/a> on the Andreessen Horowitz podcast in June. \u201cBut people don't really download a lot of apps. You'd always hear that crazy stat that the average iPhone user downloads zero apps per month.\u201d<\/p>\n\n\n\n

What's happening in China and what does it mean for the rest of the world?Sign Me Up<\/p>\n\n\n\n

By subscribing you agre<\/p>\n\n\n\n

Companies have realized that users want a more streamlined experience from apps, Frommer said.<\/p>\n\n\n\n

\u201cThere's a lot of friction into getting them. You have to go into the App Store, you have to search for them, you have to download them, you have to open them, you have to remember to use them,\u201d he added. \u201cThere's just a lot of bloat.\u201d<\/p>\n\n\n\n

Apple may be looking for a way around those problems. On its website<\/a> for developers, Apple calls App Clips \u201can opportunity to quickly demonstrate the value of your app.\u201d<\/p>\n\n\n\n

A look at Apple's new App Clips feature. Apple<\/p>\n\n\n\n

\u201cUsers will be able to start and finish an experience from your app in seconds,\u201d it says. \u201cAnd when they're done, you can offer the opportunity to download your full app from the App Store.\u201d<\/p>\n\n\n\n

Unlike with WeChat, Apple's feature \u201cbasically lowers the boundary of downloading a mobile app,\u201d said Wang, the Forrester analyst. \u201cIt's like an entry ticket [to the App Store].\u201d<\/p>\n\n\n\n

\u2018Race' to innovation<\/h2>\n\n\n\n

This is not the first time that Silicon Valley has taken cues from China, said Pocket Sun, founding partner of SoGal Ventures, a venture capital firm that invests in startups in the United States and Asia.<\/p>\n\n\n\n

Apple, for example, integrated<\/a> its Apple Pay feature into iMessage well after WeChat popularized the use of digital payments<\/a> on its messaging app, she said. And TikTok, the short-form video app owned by a Chinese company, has spurred several copycats from American businesses, such as YouTube<\/a> and Instagram<\/a>.<\/p>\n\n\n\n

Even Facebook (FB)<\/a> CEO Mark Zuckerberg has suggested that WeChat should be a case study for his company.<\/p>\n\n\n\n

Last year, when The Information editor-in-chief Jessica Lessin posted an article on Facebook titled, \u201cWhat Facebook Should Learn from WeChat,\u201d Zuckerberg replied<\/a>: \u201cIf only I'd listened to your advice four years ago \u2026\u201d<\/p>\n\n\n\n

George Yip, an emeritus professor of marketing and strategy at Imperial College and visiting professor at Northeastern University, predicts that the West is just at \u201cthe tip of the iceberg\u201d when it comes to emulating <\/strong>ideas from China.<\/p>\n\n\n\n

He said that while some trends have clearly transferred over \u2014 dockless bike-sharing\u00a0first took off in China<\/a>\u00a0before spreading overseas \u2014 \u201cthe surprise is how the West hasn't woken up to this so much.\u201d<\/a><\/p>\n\n\n\n

\u201cThere's still a lot of ignorance and resistance,\u201d said Yip, who co-authored the book, \u201cChina's Next Strategic Advantage: From Imitation to Innovation.\u201d<\/p>\n\n\n\n

David Chao, co-founder and general partner of DCM, a Silicon Valley venture capital firm with $4 billion under management, described the constant iterations as a giant game of \u201ccatch.\u201d<\/p>\n\n\n\n

One could argue, for example, over who truly started the short video format \u2014 TikTok or the American video platform Vine, he said. He noted that while Vine was the first app of its kind to gain ground, TikTok and its predecessor, the Chinese app Musical.ly, were clearly the ones to take the concept to another level and become a global sensation. (Chao's firm was an investor in Musical.ly before it was acquired<\/a> by ByteDance.)<\/p>\n\n\n\n

\u201cThere is this catch ball going on. It's not about one side copying another,\u201d said Chao. \u201cIt just keeps going back and forth, back and forth. To me, that's the most important part about the interesting innovations that go on.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

George Yip, an emeritus professor of marketing and strategy at Imperial College and visiting professor at Northeastern University, predicts that the West is just at \u201cthe tip of the iceberg\u201d when it comes to emulating ideas from China.<\/p>\n","protected":false},"featured_media":2478,"template":"","meta":{"post_unlisted":false,"publication_name":"Independent","publication_url":"","post_footer":"","dmsb_screen_reader_heading":""},"category":[9,63,67],"dmsb_audience":[66,65,64],"dmsb_group":[],"dmsb_person_type":[],"class_list":["post-2474","dmsb_media_mention","type-dmsb_media_mention","status-publish","has-post-thumbnail","hentry","category-china","category-digital","category-faculty","dmsb_audience-academics","dmsb_audience-practitioners","dmsb_audience-students"],"yoast_head":"\nMini apps could reinvent the way you use your iPhone. 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