Fintech Ecosystems Middle East & Africa Trending

Orange Launches ‘Max it’ Super App, an Inclusive ‘One-Stop-Shop’ for Consumers in Africa

Orange, the multinational telecommunications corporation, is launching its new super-app, ‘Max it’, in an effort to combine the worlds of telecommunications, financial services, and e-commerce to meet all the daily needs of its users.

Developed by the Orange teams in Africa for African customers, Max it, Orange will launch the application in five countries and will soon be extended to the 12 other countries where Orange is present in Africa and the Middle East (MEA).

Max it is a ‘super-app’ designed to act as a portal for mobile services to simplify the digital experience and make daily activities more seamless for users across Africa – regardless of whether they are Orange customers or not.

Orange explained that Max it offers “three essential services” within its interface:

  1. Account functionalities to manage mobile and fixed lines.
  2. Orange Money – including its services for local and international money transfers, payments to Orange billing and merchant partners, bank transfers, credit and savings.
  3. An e-commerce platform offering digital content (such as online games, music, TV, videos and news) and an innovative digital ticketing service allowing customers to buy tickets for concerts, transport, etc.

Following the success of its My Orange and Orange Money applications, used by over 22 million customers every day, Orange Money was chosen as the payment base of the new super-app, although Orange will also accept alternate payment solutions.

Max it is available in different languages and incorporates local specificities for greater inclusion. It will enable the development of new uses while meeting the various needs of users in their daily lives.

Orange expects to have around 45 million active Max it users by 2025. It expects it to have 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 per cent of connected customers by 2025.

High expectations for Max it
Christel Heydemann, CEO of Orange
Christel Heydemann, CEO of Orange

Christel Heydemann, CEO of Orange, discussed the launch: “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.”

Orange is leveraging its long-standing roots in Africa and the Middle East and its deep understanding of the needs of these markets to offer a unique, comprehensive solution tailored to changing usage patterns.

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, customisable and inclusive.

Jérôme Hénique, CEO of Orange Middle East and Africa
Jérôme Hénique, CEO of Orange Middle East and Africa

“Now, with Max it, 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.”

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.


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