Tencent tests new WeChat feature allowing in-app access to mobile services

Chinese internet giant Tencent is testing a new feature on its popular mobile messaging platform WeChat that lets users directly access mobile services and applications in-app, as the company seeks to strengthen WeChat’s position as a multi-service ecosystem.

Dubbed xiaochengxu, or “Little Program” in English, the feature was rolled out for testing on Thursday, allowing selected developers to create so-called lightweight apps which will be incorporated within WeChat itself.

Users are able to search for specific apps or mobile services, accessing them directly without having to download a separate app for each service on their smartphones.

Since its inception in 2011, WeChat has evolved from a straightforward messaging app to incorporate features such as mobile payments via the built-in WeChat Wallet. WeChat users can also hail taxis and order food in-app.

WeChat’s latest move is in line with Tencent’s ambition to expand into new businesses and challenge the dominance of major smartphone app distributors like the Apple App Store, according to Yan Zhanmeng, director of technology research firm Counterpoint Research.

“With the advantage of more than 700 million active users, WeChat will be a strong newcomer to affect and even change the mobile app distribution market,” Yan said, adding that users can choose to access apps within WeChat instead of downloading it from a store.