Orange Launches Max it: A Revolutionary Super-App Tailored for Africa

Orange, a leading telecommunications provider, is set to revolutionize digital experiences in Africa with the launch of its super-app, Max it. Building on the success of My Orange and Orange Money applications, Max it aims to simplify daily activities for over 22 million users and beyond. Developed by Orange teams in Africa, the app combines telecommunications, financial services, and e-commerce, making it a one-stop-shop for users’ daily needs.

Max it: A Super-App for Daily Life

Max it is designed as a comprehensive “super-app” that serves as a portal for mobile services, catering to both Orange customers and non-customers across the continent. The app integrates three crucial services into a single interface:

1. Account Functionalities: Users can manage mobile and fixed lines seamlessly through the app, enhancing the overall digital experience.
2. Orange Money Services: Max it incorporates the full suite of Orange Money services, including local and international money transfers, payments to partners, bank transfers, credit, and savings.
3. E-commerce Platform: The app features an e-commerce platform offering a range of digital content such as online games, music, TV, videos, news, along with an innovative digital ticketing service for events like concerts and transport.

Accessibility and Inclusion

Max it is designed to be accessible to everyone, irrespective of their telecom operator. While Orange Money serves as the payment base, the app accepts other payment solutions for purchases, enhancing flexibility. Available in multiple languages, Max it incorporates local specificities to ensure inclusivity and meet the diverse needs of users in their daily lives.

Anticipated Growth and Impact

Orange envisions approximately 45 million active Max it users by 2025, leveraging the growing smartphone adoption rate expected to reach 61% of connected customers in the region. The app’s potential lies in its ability to cater to changing usage patterns and offer a comprehensive solution tailored to the unique needs of African users.

Launch and Continuous Improvement

The first version of Max it is already available in five African countries, including Cameroon, Senegal, Mali, Burkina Faso, and Botswana. The rollout will continue in waves, introducing functional updates in the remaining countries. Max it not only features Orange services but also integrates digital services from local and international partnerships, enriching the user experience.

Leadership Perspectives

Christel Heydemann, CEO of Orange, highlighted Max it as a reflection of Orange’s innovative spirit in Africa and the Middle East. Jérôme Hénique, CEO of Orange Middle East and Africa (OMEA), emphasized the collaborative effort involved in co-creating Max it, providing users with a simple, effective, customizable, and inclusive one-stop-shop.

With Max it, Orange aims to redefine the digital landscape in Africa, offering a holistic platform that caters to diverse needs and fosters inclusion. The app represents a significant step in Orange’s commitment to providing the best digital services to its customers across the continent.