It brings together telecoms services, entertainment, e-commerce and Orange Money, and supports other payment solutions
Orange is launching a super-app, Max it, which puts telecoms, financial services and e-commerce in one place. The operator says the move follows the success of its My Orange and Orange Money applications, used by over 22 million customers every day.
It was developed by the Orange’s teams in Africa for African customers and available in different languages. From launch, Max it will offer Orange’s services and those from local and international partners.
Phased launch
Max it will launch in five countries (Cameroon, Senegal, Mali, Burkina Faso, and Botswana), followed by the 12 other countries in which Orange is present in Africa and the Middle East (MEA).
Orange expects to have around 45 million active Max it users by 2025 as smartphones are the gateway to digital life and the rapidly rising adoption rate is expected to reach 61% of connected customers by 2025.
Max it is designed as a portal for mobile services that simplifies the digital experience of daily activities for all users on the continent, whether they are Orange customers or not.
Via one smartphone interface Max it offers:
• account functions to manage mobile and fixed lines
• Orange Money with all its services for local and international money transfers, payments to the operator’s billing and merchant partners, bank transfers, credit and savings
• an e-commerce platform offering digital content – online games, music, TV, videos, news, etc. – and a ticketing service so customers can buy tickets for transport, concerts and more.
Co-creation
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 (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.”