Africa: Orange Unveils Max it App, a Super App for Middle East and Africa

Orange launches Max it app in Middle East and Africa
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Telecommunications group Orange has launched its innovative ‘super app,’ Max it, in several Middle East and Africa countries, aiming to seamlessly integrate telecommunications, financial, and e-commerce services.

The Max it app, available to users regardless of their telecom operator, will debut in Cameroon, Senegal, Mali, Burkina Faso, and Botswana. Orange plans to extend its availability to an additional 12 countries in the region in the coming months.

The app is designed to enable users to manage both mobile and fixed-line accounts, integrating Orange Money’s financial services. Additionally, Max it includes an e-commerce platform offering digital content and a digital ticketing service for events. The app encompasses Orange services along with digital services from local and international partnerships.

Orange anticipates having around 45 million active Max it users by 2025, emphasizing its potential “in a part of the world where the smartphone is the gateway to everyday digital life.”

Christel Heydemann, CEO of Orange, stated, “Max it perfectly reflects Orange’s spirit of innovation in Africa and the Middle East,” emphasizing its commitment to providing the best digital services to customers.

Jérôme Hénique, CEO of Orange Middle East and Africa, highlighted Max it as a one-stop-shop that is simple, effective, customizable, and inclusive. The open, scalable platform aims to meet diverse needs, such as managing phone plans, finances, or shopping, fostering development opportunities for the continent.

This move by Orange mirrors the recent consumer app launch EE ID by BT, acting as a central hub for customers to organize their online lives. Not limited to existing customers, Max it seeks to attract users from various networks.

As operators navigate challenges in generating substantial returns from connectivity services, this diversification trend is expected to continue, with more operators exploring innovative approaches to meet evolving consumer demands.

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