Due to our involvement in several location-based Super App projects, we’ve observed a significant trend where many developers are moving towards digitalization in their property development projects. However, many still rely on conventional methods for project planning and workflow management.
Therefore, we feel compelled to highlight some shortcomings in the ELV products tendering process that may jeopardize efforts to build a robust digital ecosystem.
Highlights for Digital Transformation:
Adopt a “Software First” Approach to Build the Digital Ecosystem
Choose the software first, then select hardware based on the software’s requirements. For example, if a parking system is involved, select software that can fulfill and enrich the super app’s needs. The same principle applies to access control, visitor management, and other systems.
Extend Software Capabilities from Administration to User Level
A key factor in digital transformation is extending what was once an administrative system to the end-users. The mobile app is critical here, as it is typically designed to provide convenience to users.
Use the User Module to Determine Integration and Interactivity
For instance, in a shopping mall, the super app should leverage the parking system to drive traffic and interact closely with commercial activities. Increased interaction, especially with a chain of activities that trigger one another, enhances user engagement with the super app. The openness and details of the user module are crucial in the selection process.
Leverage Data Analytics
PropTech activities generate valuable data (e.g., shopper quantity and quality, visit frequency and duration, security breaches, occupancy rates, defaulters’ analysis, etc.) that can improve building operations. PropTech application solution providers should have the business intelligence capabilities to handle data analytics and eventually put those analytics into action.
Elaboration of User System: Parking System Example for a Shopping Mall
The user system for parking is crucial in enhancing a mall’s super app, expanding its functionalities from casual parking to include season parking, valet services, enforcement modules, promo codes, e-invoice requests, memberships, etc. For instance, different merchants may offer varying parking discounts; allow compound payments for clamped cars; lock cars parked inside the mall; enable self-adding of car plate numbers; provide parking records and e-invoices for claims; offer season parking booking, renewal, and payment options for merchants’ employees; and generate data analytics for further monetization, such as through advertisements. We have attached this blog article, “The Challenge of the ‘Book a Bay’ Feature for Parking Systems,” to emphasize the importance of the parking module in enhancing shopper engagement within a super app.
Additional Notes:
- Many parking vendors in the market can only provide a parking administration system without a comprehensive user system or the necessary mobile app capabilities.
- Parking vendors may require considerable time and charge hefty development fees to meet user module requirements. Moreover, developing and enhancing the user module often necessitates changes to the administration module.
- Our experience shows that even with comprehensive features in many products, large projects typically require customization to meet detailed requirements, which can take months.
- Integration Challenge: Always choose a reputable vendor with well-rounded capabilities. A shopping mall management team with its own app shared its struggles with integrating multiple vendors, leading to numerous issues. As a result, they decided to award their new system to a single vendor with strong R&D capabilities.
- Potential Parking Integration Issues: The parking user module is B2C, involving two-way interactions between multiple parties (user, merchants, parking operator), in-app payments, and connections to IoT or handheld devices, adding complexity to integration efforts.
- Hardware Differentiation: Hardware is not as crucial for parking systems. It is determined by brand, specifications, quality, and pricing. For example, parking barriers range from RM3,000 to RM12,000 depending on these factors. Similarly, only a few brands of LPR cameras achieve the accuracy rate required in Malaysia.
Summary:
Prioritize setting the right software platform before making hardware decisions.
Other References:
- The Impact of Digital Transformation on Property Development: Shifting from Hardware to Software-Driven Workflows
- The Rise of the Location-Based Super Apps
- Building a Location-Based Super App: Challenges and Considerations
- The Trend of Malaysia’s Shopping Mall Apps
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