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The Dawn of the Ultra App Abdallah Abu-Sheikh, Founder of Astra Tech, explains how the company is raising the bar in mobile applications with the introduction of the BOTIM ultra app, as the era of super apps comes to an end. Can you tell us more about BOTIM’s ultra app and how it differs from a super app? BOTIM is a game-changer in the mobile app industry, as its base use case comes from communications, resulting in better unit economics and higher user stickiness and frequency. Importantly, the ultra app builds on existing communication patterns, resulting in a streamlined user experience. By contrast, super platforms often have service-based use cases that are highly operational and built on poor unit economics. Such super platforms also typically require users to adapt to new behaviors and interfaces. What is the significance of BOTIM’s ultra app for the region and globally? For the first time, a platform combines messaging, e-commerce, payments, and video services in one place, providing a unique experience to users. With over 140 million users worldwide, our ultra app also has global reach and is the largest regional consumer tech platform available. With so many different features integrated into one app, how do you ensure a seamless user experience and avoid overwhelming users with information and options? Historically, apps have demanded that users learn completely new behaviors to operate their platforms. However, we are building everything on top of chat,
which means users don’t have to learn new skills or download multiple apps. What we are doing is democratizing technology and giving every user an equal chance to use the app, regardless of their technological, financial, or demographic background. What are the key features of BOTIM’s ultra app and how does it benefit users? BOTIM’s ultra app has several key features that benefit users. First and foremost, with BOTIM GPT, we are now offering pioneering executional artificial intelligence. Instead of just asking questions, we have enabled our users to execute commands such as ordering coffee or pulling up directions directly through the app—a feature that will save our users countless hours. The BOTIM GPT feature uses advanced AI to execute tasks through conversation. Users can ask for the weather in a country in Arabic, schedule flights, and make restaurant reservations.
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Then there are the ultra app’s fintech, e-commerce, and video services features. The BOTIM fintech feature allows users to send and receive money from their contacts within the app. It also facilitates international transfers, with plans to add small loans and micro-lending for SMEs. As for e-commerce, the app provides access to over 100,000 stores and allows users to browse and purchase through an integrated messaging system, making it simpler to use than traditional e-commerce platforms. Last but not least, the ultra app provides video services including tutoring and telemedicine assistance. Users can access doctors on video, get prescription delivery, and receive patient care through the app, making it easier for them to get the medical care they need.
www.astratech.ae
JUNE 2023
27
