Telecommunications firm, Orange has launched a new super app for African countries that combines e-commerce and financial services into a single platform.
The app, Max it, provides users access to services that include account functionalities to manage mobile and fixed lines, Orange Money and an e-commerce platform. Orange Money will focus on local and international money transfers, payments to billing and merchant partners, bank transfers, credit and savings.
The e-commerce platform will provide digital content such as online games, music, TV, videos and news in addition to a digital ticketing service that allows customers to buy tickets for concerts and travel.
Max it is being launched initially in Cameroon, Senegal, Mali, Burkina Faso, and Botswana before being rolled out in waves, with functional updates, to the twelve other countries where Orange is present in Africa and the Middle East (MEA). From launch, it will also offer digital services from local partnerships, as well as services from international partners, to meet users’ expectations.
Speaking on the launch, Jérôme Hénique, CEO of Orange Middle East and Africa (OMEA) said: “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.
“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.”
Max it is accessible to everyone, regardless of their operator. Orange Money will operate as the payment base while accepting other payment solutions via the super-app. Orange said it expects to have around 45 million active Max it users by 2025. Through the app, the company is aiming to tap into 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.
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