Source: Joseph-Albert Kuuire/ Tech Labari
Orange, the popular telecoms company, is launching its super-app, “Max It” to its users in Africa and the Middle East. The app brings together the worlds of telecommunications, financial services, and e-commerce in one app.
Developed by the Orange teams in Africa for African customers, this new application will be launched in five countries and will soon be extended to the 12 other countries where Orange is present in Africa and the Middle East (MEA).
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The first version of “Max it” is available in five African countries (Cameroon, Senegal, Mali, Burkina Faso, and Botswana), and will be rolled out in waves, with functional updates, in the remaining countries. From launch, “Max it” will offer not only Orange services but also digital services from local partnerships, as well as services from international partners, to meet users’ expectations.
Max it brings together three essential services in one single smartphone interface:
- account functionalities to manage mobile and fixed lines
- Orange Money with all its services for local and international money transfers, payments to our billing and merchant partners, bank transfers, credit and savings
- an e-commerce platform offering digital content (online games, music, TV, videos, news, etc.) and an innovative digital ticketing service allowing customers to buy tickets for concerts, transport, etc.
Max it is accessible to everyone, regardless of their operator, with Orange Money as the payment base while accepting other solutions for paying for purchases via the super-app.
Orange expects to have around 45 million active Max it users by 2025. Max it has great potential, especially in a part of the world where the smartphone is the gateway to everyday digital life, with a fast-growing adoption rate expected to reach 61% of connected customers by 2025.
Commenting on the launch of Max it, Christel Heydemann, CEO of Orange, said: “Max it perfectly reflects Orange’s spirit of innovation in Africa and the Middle East. By bringing together all our services and those of numerous partners, this application strengthens our position as a multi-service operator and our desire to offer the best of digital services to all our customers.”
Jérôme Hénique, CEO of Orange Middle East and Africa (OMEA) added: “With Max it, the Orange Middle East and Africa teams have done a remarkable job of co-creating with all stakeholders (employees, customers, partners, distributors, etc.), to provide them with a one-stop-shop that is simple, effective, customizable and inclusive.
Now, with Maxit, everyone can meet their different needs, such as managing their phone plan, finances or shopping. It’s an open, scalable platform that opens up many development opportunities for the continent and strengthens our approach to inclusion.”
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