Orange launches super-app Max it in Africa
French telecommunications operator Orange is launching its new Max it super-app in Africa featuring telecom, e-commerce and financial services to serve “the various needs of users in their daily lives”.
Orange launches Max it super-app in Africa
Developed by Orange teams in Africa, the app consists of three groups of services, namely telecom account functionalities, an e-commerce platform for digital content and ticketing, and Orange Money serving as a payments base.
The app is making its debut in Cameroon, Senegal, Mali, Burkina Faso and Botswana, and will be “rolled out in waves” to 12 additional countries with regional launches tailored to “local specificities”.
Orange projects 45 million active app users by 2025, and claims to already have 22 million daily users of its My Orange and Orange Money applications.
This prediction is centred on its premise that “the smartphone is the gateway to everyday digital life” and in Orange being able to effectively leverage its “long-standing roots” across the continent to understand what its consumers want and how they want it to be delivered.
In the spirit of inclusion, Orange has made the app accessible to everyone, irrespective of their mobile operator.
Jérôme Hénique, CEO of Orange Middle East and Africa, describes Max it as “a one-stop-shop that is simple, effective, customisable and inclusive”.
“It’s an open, scalable platform that opens up many development opportunities for the continent and strengthens our approach to inclusion.”
