Orange unveils its super-app 'Max it' in MEA

Following the success of its My Orange and Orange Money applications, used by over 22 million customers every day, Orange is launching its super-app, which brings together 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, this new application, Max it, will be launched 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, the African super-app with useful services for daily life

Max it is a "super-app" designed to be a portal for mobile services that simplifies the digital experience and eases achievement of daily activities for all users on the continent, whether they are Orange customers or not. Max it brings together three essential services in one single smartphone interface:

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

Max it is accessible to everyone, regardless of their operator, with Orange Money as the payment base while accepting other solutions for paying for purchases via the super-app. 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. Max it has 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% of connected customers by 2025.

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.

Gradual enrichment and constant improvement of the services on offer

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.

Commenting on the launch of Max it, Christel Heydemann, CEO of Orange, said: "Max it perfectly reflects the 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."

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, customizable 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.”