Orange Group unified its suite of apps under one super app called Max It, with the aim to more than double the number of active app users on its network over the next two years, as part of part of wider plans to maintain growth in the Middle East and Africa.
Speaking to Developing Telecoms, Orange Middle East and Africa Deputy CEO Brelottte Ba noted that 22 million customers are actively using multiple Orange apps for a range of services, and the group expects this figure to more than double to 45 million in 2025 with Max It. Currently Orange serves 146 million customers in the Middle East and Africa.
“The vision is to bring the world to the fingertips of our customers. No matter what they want to do, they can do it in our application. This is, of course, a driver of growth and loyalty. We expect our customers to be spending more and being more loyal to our offers,” said Ba.
The app will first be deployed in five markets Cameroon, Senegal, Mali, Burkina Faso, and Botswana. It will then be launched in phases across Orange's other 11 markets in the Middle East and Africa.
Max It will display together three core services in one interface: managing mobile and fixed lines, Orange Money payments and mobile money transfers, and an e-commerce platform offering digital content such as online games, music, TV, and news. It will also include a digital ticketing service for concerts and transport and extra services from local and international partners.
The executive added the launch of the super app was a natural progression for Orange as its markets in MEA mature and digitalise.
“When we look at the figures from the GSMA, smartphone penetration is at 52% and this is predicted to go up to 88% by the end of this decade. It means that the vast majority of consumers will be using smartphones in a continent that is mobile-first,” said Ba.
“The idea is really to leverage all services we provide and make sure that customers don't have to download multiple apps. Especially given the fact that when we look at our footprint, customers don't have high-end smartphones that allow them to download tons of apps.”