Orange, a telco group, has launched a super app’ called Max It in the Middle East and Africa region.
The app aims to provide a range of services, including telecommunications, financial services, and e-commerce, on one platform.
Max It is open to anyone, regardless of their operator, and will be available in Cameroon, Senegal, Mali, Burkina Faso, and Botswana first. It will then expand to 12 other countries in the region in the next few months.
The app allows users to manage their mobile and fixed-line accounts, access Orange Money’s financial services, and shop online for digital content and tickets for events. The app also offers digital services from local and international partners, in addition to Orange’s services.
Orange expects to have about 45 million active Max users by 2025. The company says the app has great potential in a region where the smartphone is the main device for accessing digital services.
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 app 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, added: “With Max it, the Orange Middle East and Africa teams have done a remarkable job of co-creating with all stakeholders to provide them with a one-stop-shop that is simple, effective, customizable, and inclusive. Now, with Max, every one 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.”
