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LYFE MONDAY | MAR 10, 2025

Ű BY MARK MATHEN VICTOR

I N today’s hyper-digital world, mobile apps are everywhere. From banking to food delivery, entertainment to education, there is an app for almost everything, but what happens when there are too many apps? Called “app saturation”, this phenomenon has raised concerns about competition, redundancy and user fatigue. Is Malaysia heading in the same direction as China and other tech savvy nations or has the country reached a point where the sheer volume of apps have become overwhelming? Let us explore what app saturation means, the modern obsession with app creation and the pros and cons of a digital world brimming with choices. What is app saturation? App saturation is when the number of applications exceeds the demand for them. Instead of offering unique or innovative solutions, different developers often end up creating multiple versions of the same idea. This leads to excessive competition, making it harder for any single app to gain traction while overwhelming users with too many options. With millions of apps in stores, developers are finding it increasingly difficult to stand out. Even companies with significant marketing budgets struggle to get noticed, while smaller players often disappear into obscurity. Users, on the other hand, are bombarded with similar-looking apps and struggle to decide which ones to install or keep. App saturation in Malaysia According to DataReportal and Statista reports last year, internet penetration stood at 97.4%, while smartphone usage was projected to reach 87.61% by this year. The rise of the digital economy in Malaysia has led to a surge in app development across industries, including e-commerce, fintech, healthcare and entertainment. Taking that into consideration, here are the clearest indicators that Malaysia is moving toward app saturation: 0 Too many apps, not enough demand The market is packed with apps

‘Super apps’, where multiple services are folded into a single app, could be one answer to app saturation.

Malaysia’s app overload: Boon or burden?

Businesses see apps as a way to engage customers, build loyalty and offer a seamless experience beyond websites and social media.

o As digitalisation accelerates, saturation raises questions about innovation, competition, consumer fatigue in growing tech ecosystem

offering nearly identical services. From ride-hailing to food delivery, Malaysians often have to juggle several different platforms for the same purpose. 0 Consumer fatigue Many users prefer mobile web browsing over downloading yet another app, signaling a growing

reluctance to clutter phones with redundant applications. 0 Stagnant mobile subscriptions With mobile subscriptions nearing saturation, most Malaysians already have internet access, limiting the potential for further app adoption and growth. While Malaysia may not yet be as saturated as China, where super apps such as WeChat dominate the digital landscape, the country is heading in that direction. Race to create more apps Why do developers keep churning out new apps even when the market is crowded with similar ones? There are several reasons: 0 Potential for profit The success of apps such as Grab and Shopee has inspired many to try their luck in the app economy. In-app purchases, ads and subscriptions can bring enormous Businesses see apps as a way to engage customers, build loyalty and offer a seamless experience beyond websites and social media. 0 Solving specific problems Some apps genuinely improve and streamline convenience, offering niche solutions that users find valuable. 0 Low barrier for entry With development tools available financial rewards. 0 Brand presence

Downsides of too much choice Despite some benefits, app saturation has significant negatives: 0 User fatigue With so many apps offering the same services, users struggle to decide which one to use.

today – even those in the public domain – launching an app is easier than ever. This accessibility encourages more developers to enter the space, leading to even more saturation. The blitz to create an app for every single thing will lead to a market where there are too many apps that perform the same functions, causing more harm than good.

Constantly downloading, managing and switching between apps can be exhausting.