Telegram Mini Apps: The Great Revolution—A Journey from Web2 to Web3
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Authors: YuppieZombie, Lumos Ngok, Noah Ho
Read Time: 22 minutes
Abstract
Recently, the Telegram ecosystem has rapidly developed, becoming a hot topic in the Web3 space. With 900 million users, the communications giant Telegram has quietly introduced mini-apps and bot development features. Currently, Telegram mini-apps can fully replace most websites, supporting seamless authentication, integration payments through 20 payment providers (including Google Pay and Apple Pay), and more customized features like automatic news dispatch and the popular Catizen mini-game. Additionally, Telegram has developed the Ton blockchain, facilitating convenient blockchain transactions. This "traffic + payment" approach, similar to WeChat, has propelled Telegram's rapid growth.
Users in mainland China are already very familiar with WeChat mini-programs. Nowadays, mini-programs have penetrated all aspects of daily life. For example, when ordering a Luckin Coffee, the store often suggests placing the order through the mini-program for a better price. Similarly, with the Maoyan and Taopiaopiao mini-programs on WeChat, buying movie tickets is as easy as pulling down the WeChat interface. Recently, with the rise of GPT, the leading AI assistant Kimi has also joined WeChat mini-programs, allowing users to ask Kimi questions anytime, anywhere, by simply pulling down the WeChat page, making work and study more convenient. The internet era has evolved from the initial web versions to a flourishing variety of apps, and now to a market dominated by major platforms like WeChat, Alipay, TikTok, and Meituan. As these internet giants monopolize the market, individual shops gradually move online on each platform, with each platform containing numerous mini-programs, dazzling to the point of overwhelming.
Against this backdrop, this article will delve into the development history and current status of Web2 and Web3 mini-programs. First, we will review the development trajectory of WeChat mini-programs, analyzing the reasons for their success and their existing ecosystem. Then, we will introduce the rise of Telegram mini-apps, exploring their integration with Web3 technology and their applications in the blockchain field. Finally, we will look ahead to the future trends of mini-programs, discussing how they will continue to change our way of life and lead the next era of the internet.
Web2 Era: The Development History and Current Status of Mini Apps
The Origin of Mini Apps
The origin and development of mini apps have been a process driven by several major companies, with WeChat mini apps being the earliest and most typical representative. The origin of mini apps can be traced back to 2013 when Baidu proposed the concept of "light applications," defining a type of full-featured app that does not require downloading and can be used immediately upon search, with a user experience comparable to that of native apps and the searchability and intelligent distribution characteristics of web apps. However, light applications did not achieve the expected success. Subsequently, Google introduced the concept of PWA (Progressive Web App) in 2016, which also did not gain widespread application in China. Ultimately, WeChat mini apps, with the massive user base of WeChat and strong platform support, successfully led the trend of mini app development. Today, mini apps have become an indispensable part of the mobile internet field, providing new possibilities for users and developers.
WeChat Mini Apps: The concept of WeChat mini apps was first proposed by Zhang Xiaolong in 2016, aiming to provide a new form of service that allows users to enjoy "at-hand" services within the WeChat ecosystem. On January 9, 2017, WeChat mini apps were officially launched, allowing users to use apps without downloading and installing, realizing the concept of "use and go." WeChat mini apps have developed rapidly, becoming an important tool to connect online and offline services, and in 2018, they introduced mini app advertising components, enabling developers to earn advertising revenue through mini apps.
Alipay Mini Apps: On September 20, 2017, Alipay mini apps were officially opened to the general public. In April 2018, the State Administration for Market Regulation launched the "Electronic Business License" mini app on Alipay, allowing business owners to receive and use business licenses at home. To date, Alipay has become the second-largest mini app platform in China.
Baidu Mini Apps: On July 4, 2018, Baidu's intelligent mini apps were officially launched. On January 10, 2019, the Guangdong Public Security Department, in conjunction with Baidu and several other internet companies, launched the "Guangdong 110" intelligent mini app alarm platform, accelerating the construction of smart new police affairs. On April 25, the national mini app "Switzerland" was launched. On November 25, Baidu announced that the monthly active users of intelligent mini apps had broken 300 million.
Douyin Mini Apps: In July 2021, Douyin piloted its own "Heartbeat Takeout" service. Although it was eventually taken off the shelves due to the difficulty of building a delivery system, this attempt opened up the exploration of Douyin mini apps in the field of local life services. As of March 2024, the traffic of mini apps on the Douyin platform reached 232 million.
Analysis of the Reasons Behind the Popularity of Mini Apps
User Convenience: Mini apps offer an extremely convenient user experience with characteristics such as "no need to install, easily accessible, use and leave, no need to uninstall."
Low Development and Maintenance Costs: Compared to native applications, the development cost of mini apps is significantly lower because they do not require separate development for different operating systems and are easier to maintain. For instance, WeChat mini app developers can use familiar front-end technologies like HTML, CSS, and JavaScript for development. At the same time, WeChat mini apps provide a rich set of APIs and components that can easily call WeChat's provided functions, such as obtaining user information, local storage, payment functions, etc., without starting from scratch. In addition, the platform's unified handling of sandbox isolation, platform control (authentication, review, version control), syntax restrictions, capability encapsulation, package compilation, and loading strategies ensure the stability and security of mini apps.
Huge Potential User Base: Platforms like WeChat (as of March 31, 2024, the combined monthly active accounts of WeChat and WeChat International are 1.359 billion), Alipay (as of June 2022, 1.045 billion), and Douyin (as of June 2023, about 723 million monthly active users on Douyin) have a large user base, providing a huge potential market and user base for mini apps. In March 2024, the traffic of mini apps on the WeChat, Alipay, Baidu, and Douyin platforms reached 945 million, 648 million, 389 million, and 232 million respectively, forming a strong "traffic pool" effect for medium and long-tail apps and offline merchants.
Traffic and Marketing Advantages: WeChat mini apps can be seamlessly integrated with other WeChat features such as public accounts, WeChat Pay, the discovery tab, and the search bar, using WeChat's social network for rapid dissemination and marketing. Alipay mini apps enhance user retention and brand trust through the combination of life accounts and mini apps, especially in low-frequency businesses. Douyin mini apps benefit from the platform's traffic aggregation advantages, with a significant immersion time for users compared to other platforms.
Lightweight Application Scenario Adaptability: The lightweight design of mini apps is particularly suitable for those tool application scenarios that are not frequently used but indispensable. Mini apps occupy very little mobile storage space, loading only the necessary resources and data when running, and their design tends to be simple and lightweight. Developers are encouraged to retain only necessary functions to avoid redundancy, making the size of mini apps far smaller than that of traditional apps with rich functions. In addition, the updates and maintenance of mini apps are usually managed by the host platform, and users do not need to update manually.
Avoiding Platform Dividends: For developers, mini apps can avoid high dividends and strict review mechanisms from platforms such as Apple's App Store, increasing revenue and saving time costs.
In summary, the reasons why WeChat mini apps are favored by developers and users are mainly due to their advantages in convenience, cost, user base, marketing capabilities, application scenario adaptability, and avoiding platform dividends. These advantages have made mini apps the preferred platform for many businesses and individual developers, and also make users more inclined to use mini apps instead of downloading traditional apps.
Composition and Ecology of the Mini App Industry Chain
Full Competition Among Multiple Platform Parties: The mini app industry currently involves almost all major internet companies: WeChat, Alipay, Douyin, Baidu Smart, Meituan, Taobao, JD.com, Xiaohongshu, Kuaishou, etc. Developers cover almost all online scenarios: online shopping, life services, games, government affairs, content consulting, video, tools, community group buying, offline retail, catering, tourism, education, images/photography/videos, and social networking. Various service providers (SaaS, BaaS, development service providers, mini app stores, marketing service providers, MCN, and operation outsourcing) provide solutions, operations, advertising, live broadcasting, data, and underlying structures for mini apps. Mini apps provide business/social services and user retention for platform parties, while platform parties provide mini app ecology and business scenarios. Governments, media, enterprises, and venture capital provide investment, resource integration, and some publicity for mini apps, and mini apps return with direct investment returns and production.
Users Have Fully Become Accustomed to Mini Apps in Production and Life: In 2023, the scale of China's internet application users in instant messaging, short video, online payment, and search engine fields reached: 1.038 billion, 1.0185 billion, 911.4 million, and 801.7 million, respectively. The average monthly number of mini app usage per netizen is 15.2.
Development Momentum: In terms of the number of mini apps and transaction scale, WeChat and Alipay are on par and lead Douyin, Kuaishou, Baidu, and other platforms. WeChat remains in the first place, and Alipay has become the second-largest open ecosystem of the mini app internet, with leading platforms accelerating entry. The growth momentum of Douyin mini apps is strong, with a year-on-year increase of 280% in the number of mini apps, a 640% increase in developers, an 84% increase in mini app DAU, and a monthly average sequential increase of 201% in the number of mini app matrix account numbers (from March to December 2023).
Mini App Industry Distribution: Life service mini apps have the most entries in various rankings, the highest proportion, and the largest number of visits (about 40%). The number of entries for offline retail and games has begun to increase significantly. Online shopping mini apps are greatly affected by the economic environment, with larger fluctuations, but they have the highest proportion of sharing times (up to 49%). At the same time, the proportion of vertical e-commerce in online shopping mini apps is the largest (70.2%). Life service mini apps have a wide range of applications, a variety of types, and a large space for innovation. Tool mini apps are the most stable in development. It is worth noting that the rise of mini app short dramas has become the most money-attracting track in the second half of 2023.
AI Helps Mini App Services Move Towards High Precision: The application of AI technology in mini app services is promoting the development of services towards a more efficient, intelligent, and personalized direction, including several common scenarios: personalized recommendations, intelligent customer service, voice interaction, automated marketing, content generation, intelligent search, etc.
Regularization of Content Production and Marketing for Mini Apps: Publicity relies on KOLs' social relationships to endorse products, and MCN companies join hands to expand publicity. The drainage technique focuses on driving unstructured groups and guiding the "self-media" public to participate in brand building. In addition, it is worth mentioning that the trend of brand co-branding has risen, with mini apps assisting in new marketing across platforms, and the global hit of soy sauce latte (Moutai × Luckin Coffee) is the most successful case.
There is Great Potential in the Vertical Field of Life and Entertainment: The vertical fields of mother and baby parenting, travel, science popularization, pets, film and television entertainment, automobiles, health, etc., have a relatively high turnover rate, and the number of users and the average time per person are growing strongly.
Web3 Era: The Rise of Telegram Mini Apps
Recently, Telegram introduced a new feature that allows 'Mini Apps' to run within its application. Similar to WeChat Mini Apps, this enables it to provide users with a flexible interface similar to that of a website, allowing for various operations to be performed directly within Telegram, such as playing small games and electronic payments. This feature is similar to the bots that have been running in Telegram for some time but offers a more advanced user experience.
Specifically, Telegram Mini Apps have the following characteristics:
Seamless Integration: Telegram Mini Apps can be directly integrated into Telegram, one of the most popular messaging platforms with millions of active users. A user might be discussing an upcoming party in a Telegram chat. Through Mini Apps, they can open an application directly in the chat to book a venue, select catering services, and even purchase tickets, all without leaving the Telegram app.
Enhanced User Experience: Users can use interactive and complex web applications without having to download or install separate applications. Suppose a Mini App is an online store; users can browse products, view recommendations, and make purchases directly in Telegram without downloading an additional shopping app. This experience is similar to visiting a full-featured e-commerce website in a browser but is fully integrated within Telegram.
Multifunctionality: Mini Apps can be applied to various scenarios such as e-commerce, customer support, games, and quizzes. Because Mini Apps can be any type of application, such as an online education platform where users can access courses, participate in quizzes and exams, or a fitness app that provides exercise guidance and health tracking, all within Telegram.
Rapid Development: Developers can quickly develop Mini Apps using familiar web technologies such as HTML, CSS, and JavaScript. A developer might develop a simple application within a few days.
Cross-platform Compatibility: Mini Apps can be used in all official Telegram applications, regardless of whether the user is on a mobile phone, tablet, computer, or through Telegram's web version, they can access and use Mini Apps. This means developers do not need to develop multiple versions of the application for different platforms.
Increased User Interaction: Mini Apps provide a simplified method of communication between users and projects. A Mini App could be an interactive survey or voting tool, allowing users to participate in surveys directly in Telegram groups, collect feedback, or make decisions. Such applications can promote communication and collaboration within groups, increasing engagement.
In addition, Telegram's Mini Apps also collaborate with TON, enhancing the functionality of Mini Apps through the TON Chain. TON's Mini Apps provide a convenient entry point for Web2 users to easily step into the Web3 world. In fact, the TON blockchain was initially promoted by Telegram but was canceled in 2019 due to the intervention of the U.S. Securities and Exchange Commission (SEC). Despite this, the community and other development teams continued to advance the project, forming the current TON blockchain. Although TON is not directly related to Telegram, Telegram founder Pavel Durov and his team have repeatedly supported the project, emphasizing the business relevance between the two.
Specifically, the cooperation between TON (The Open Network) and Telegram's Mini Apps can bring multiple benefits to the latter: