In a growing number of markets, ecosystem apps are shifting from covering only must-have user scenarios to creating additional value — both for users and for business. According to the latest benchmark by Markswebb, many companies are now focusing on features that were previously missing or underdeveloped. These features no longer serve just a functional role — they act as engagement tools, helping services stand out through user experience rather than just product variety.
This case features MTS, one of the largest telecom operators and digital ecosystem providers in Eastern Europe, with more than 80 million mobile subscribers and a growing portfolio of digital services — from entertainment and cloud storage to fintech, e-commerce, and travel. Over the past few years, MTS has transformed from a traditional mobile carrier into a multi-service platform operating under the umbrella of its ecosystem app My MTS.
As part of the second wave of Markswebb’s comparative benchmark for ecosystem applications, we helped the MTS product team evaluate the quality of the app’s digital experience, identify areas of competitive strength and weakness, and shape a development strategy to reinforce its leadership position. The goal was to increase adoption of ecosystem services, boost retention, and improve overall customer satisfaction.
The evaluation methodology used in this research remained unchanged from the first wave — enabling direct year-over-year comparison across 17 functional blocks. These blocks were further broken down into 59 user scenarios and assessed using 450 binary criteria. Each criterion reflects a specific customer action or system capability and is rated based on whether it is fully implemented. This removes subjective judgment from the evaluation and allows for a more structured, evidence-based assessment of user experience quality.
This structure allows us to track even the smallest differences in UX quality and compare ecosystem apps horizontally — scenario by scenario, block by block. The approach supports precise gap analysis to determine areas for growth and opportunities to outperform competitors. In blocks like “Bonus management,” “Learning about ecosystem services,” and “Personalization,” differences in implementation quality significantly influence the perceived value of the product.
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Over the past year, the market has shifted its focus toward improving previously underdeveloped scenarios.These include:
Simultaneously, new scenarios are emerging from scratch — for instance, offering information about other services and partners, which was rarely available in earlier versions of ecosystem apps.
At the same time, some areas — though critically important — have seen little to no progress. Subscription-related tasks such as setting up payment preferences, evaluating the value received, and navigating the ecosystem in a user-friendly way remain underdeveloped. Despite their importance for user satisfaction, these functions are still not a priority for many players.
Some companies continue to invest in refining foundational tasks such as:
These updates reflect a growing desire to raise the quality of the customer journey, even within mature features.
Bonus system scenarios are developing unevenly. Most apps have improved how they inform users — now offering clearer visibility into:
This is a clear step forward in terms of transparency and usability.
However, actual control over bonus usage remains limited. Users still can't freely manage their points — for example, transferring them, customizing how they're applied at checkout, or setting redemption rules. Despite improvements in communication, ecosystem apps tend to stop at surface-level information instead of offering true functionality.
Our recommendation: shift focus from visibility to action. Give users the tools to actually manage and benefit from their bonuses — not just understand them.
Ecosystems are evolving from collections of separate services into unified financial-management platforms. This shift is driving greater investment in scenarios related to:
Bonus systems are becoming more advanced. One app introduced a new bonus accrual and redemption framework. Others improved transparency — allowing users to view their balance, earning history for any period, and detailed transaction logs. This level of control builds trust in the loyalty program.
Wallet functionality is also expanding. Some apps introduced instant top-up options through local payment systems, while others integrated with traditional banking products. These tools help users manage payments for subscriptions and services directly within the ecosystem.
Subscription controls are becoming more flexible. In leading apps, users can:
These features reduce churn, increase satisfaction, and drive growth in premium subscriptions. Looking forward, international fintechs offer even more advanced use cases — such as integrating digital assets into loyalty programs and encouraging group purchases to raise average order value.
For instance, a Southeast Asian super app features a built-in Web3 wallet that allows users to manage both fiat and digital currencies. Users can:
This signals the next stage of loyalty: blending real-world benefits with digital ownership.
In today’s market, flexibility and relevance matter more than sheer breadth. Leading ecosystems are starting to trim underperforming services and reallocate resources toward areas with stronger demand and strategic value. This reflects a shift from building out large catalogs to curating meaningful, user-centered service portfolios.
Within individual apps, we observe divergent strategies:
Several apps stand out for the scale of their updates:
International fintechs are going even further — embedding financial triggers into commerce services. For example, in one Central Asian app:
This blurs the line between financial services and everyday transactions — creating new touchpoints and revenue streams within the ecosystem.
As ecosystem apps evolve, the ability to navigate services easily — and discover what’s available — is becoming just as critical as the services themselves. Seamless transitions between offerings, whether within one app or across several, are now expected.
Key areas of development include:
Users need to quickly understand which services exist and how to access them. That’s why many leading apps are investing in intuitive navigation and rich presentation layers. One of the standout performers in this area was the ecosystem app featured in this case study, which actively enhanced its discovery tools — introducing:
These improvements help users orient themselves more quickly and engage more frequently. Transparent, easy-to-digest information on available services reinforces trust and increases time spent within the ecosystem.
In one leading Chinese fintech app, this principle is taken even further. The platform offers AI-driven, cross-service recommendations. Users can input prompts like “suggest a gaming mouse under 100 yuan,” and the system considers multiple parameters before returning results. It then provides:
This type of smart discovery transforms the ecosystem from a utility to a proactive assistant.
A new wave of personalization is emerging — not only in content, but also in the interface itself. This reflects a broader goal: demonstrating care for users by making services more adaptive and inclusive.
Across various apps, users are gaining the ability to:
In the featured app, users receive not just a list of subscription benefits, but contextual explanations of how specific services (e.g., children’s content) are relevant based on their interests.
Personalization also extends to behavior-driven notifications — such as balance alerts or promotional messages tailored to usage patterns.
Onboarding flows are evolving too. Instead of one-size-fits-all tours, apps now use:
These flexible interface options not only enhance visual personalization, but also make the app more accessible for users with varying needs. Inclusive customization fosters comfort and deeper engagement.
For example, a UK-based digital bank offers ready-made home screen modules that users can personalize based on their financial goals — such as budgeting or expense tracking. Each module can be tailored further:
Year-over-year progress and competitor dynamicsOver the past year, most ecosystem apps maintained their relative market positions — with two notable exceptions. Meanwhile, the overall quality of digital ecosystems continued to improve.
In 2025, ecosystem apps demonstrated measurable growth in user experience maturity. However, the market became increasingly fragmented in terms of development pace. The most significant improvements came from players that invested in advancing multiple user scenarios systematically — rather than focusing on isolated features.
Key highlights:
Meanwhile:
Even apps with solid coverage of must-have scenarios encountered growth limitations due to:
The top-performing services in this benchmark were those that took a holistic approach to scenario development — which also explains the shifts in competitive positions compared to the previous year. While past growth was driven by isolated improvements, the current leaders prioritized expanding their scenario portfolio and closing key experience gaps.
Ecosystem maturity is increasingly defined by:
Although gamification has long been a trending topic, ecosystem apps are only beginning to integrate game mechanics in meaningful ways. One standout example is a super app that introduced two engagement products:
Both initiatives are designed to boost product usage and build daily habits around ecosystem engagement.
One app introduced a gifting feature that allows users to send premium subscriptions (e.g., Pro or Premium plans) to others. This viral growth mechanism relies on existing users to expand the app’s reach.
The process is simple: choose a plan in the app’s gift section, pay for it, and send it via a messaging app or directly through the platform. Once the recipient clicks the link, the subscription activates automatically — making the experience seamless and attractive.
This feature increases the number of premium users, strengthens engagement, and boosts brand visibility.
Some apps are building AI assistants into their ecosystems to become all-in-one solutions for daily tasks. One assistant already handles:
Its key strength is simplicity — users don’t need to navigate complex menus. A voice or text command is enough. The assistant takes care of the rest, making digital interaction faster and more intuitive.
Another trend is the integration of digital documents (e.g., ID numbers, tax info, insurance codes) within ecosystem apps. This was first popularized by banking apps, but one telecom-based service became one of the first non-financial platforms to adopt it.
The benefit is clear: users no longer need to manually enter data to access services that require identity verification — the app auto-fills necessary fields based on stored information. This creates a more frictionless user journey across services.
This project began in January 2024, when one of the market’s largest ecosystem players approached us with a key question:
How does our ecosystem app compare to competitors, and how can we refine our roadmap based on proven best practices?
Over the course of 18 months, the project evolved into a comprehensive strategic initiative. Together with the client's team, we:
💡 “The results confirmed our strong position and gave us valuable strategic insights — both within and beyond traditional telecom services. These insights help us prioritize the right opportunities and create in-demand digital scenarios. Our leading position in the ranking is not only a recognition of our progress but also a motivation for bolder next steps.”
— Chief Product Officer, ecosystem app team
The case of MTS illustrates how a data-driven approach to ecosystem development — grounded in user behavior, competitive benchmarks, and measurable UX quality — can drive not only higher customer satisfaction, but also long-term strategic clarity. It’s a path forward for ecosystem players looking to strengthen user loyalty, increase service adoption, and lead through experience rather than scale alone.
Every year we conduct up to 15 studies of digital services. These are industry benchmarks that reflect the state of the market and trends.
