Financial services, e-commerce, digital ticketing, functionalities adapted to local specificities… The new application is establishing itself on the market through its diversification and is targeting nearly 45 million users on the continent by 2025.
In an environment dominated by digital, the Orange group is strengthening its digital service offering to gain more market share in Africa and the Middle East. The operator has just created a super-app called Max it. It is presented as an all-in-one, because it integrates the group’s previous applications, notably My Orange and Orange Money.
It is a portal that offers a diversity of services. In particular the usual telecommunications services to manage mobile or landline but also financial services such as Orange money. Which allows the user to perform both local and international money transfers, merchant payments, bank transfers, credit and savings. The application also includes an e-commerce universe offering digital content such as online games, music, television, etc. In addition to this, there is a ticketing service allowing customers to buy concert or music tickets. transportation among others. Orange money has been integrated as a basis for payments but also accepts other means of paying for purchases. Moreover, the application is accessible even to people who are not Orange subscribers.
Max it was developed by Orange teams in Africa for African customers. The innovations brought by this super application therefore also take into account local specificities for greater inclusion. “ Therein lies the importance of working market by market to adapt to customer needs. The application is, for example, already available in 3 languages. French, English and Arabic and we think of local languages. Currently, Senegal is working to integrate Wolof into the application », underlines Jérôme Henique, CEO of Orange Africa and Middle East.
Already several million people use this pan-African application which was launched on November 24 in Douala. Its first version is available in five countries: Cameroon, Senegal, Mali, Burkina Faso and Botswana. It could be gradually extended to 12 others where the group is present in Africa and the Middle East. Through its market approach, the Orange group plans to reach around 45 million active max it users by 2025. The potential appeal of max it is significant in an area of the world where the smartphone is the gateway to everyday digital life with a rapidly growing adoption rate which is expected to reach 61% of connected customers in 2025 », Indicates the company.
Reactions
Christel HEYDEMANN, CEO of the Orange group
“This application marks a crucial step in digital at Orange in Africa”
“Cameroon was chosen for the pan-African launch of our super app max it because it is one of the most dynamic countries in terms of growth. As you know, our strategic plan at Orange fully integrates Africa and the Middle East. Growth on the continent requires the acceleration of digital and the multi-service approach. And it is with immense joy that we present this application which marks a crucial step in digital at Orange in Africa. Cameroon perfectly reflects the passionate, courageous and innovative African youth who work tirelessly to shape their future. Cameroonian youth are dynamic. Cameroon is a growing country for digital services. It is a land of local creation with a teeming ecosystem. It is therefore quite natural that we chose to organize the launch of max it here, in the heart of Africa. With this application, we are accelerating the transformation of our solutions by diversifying our service offering in order to bring the best of digital to each and every person. »
Patrick BENON, DG Orange Cameroun
“Max it will allow Cameroonians to monetize their digital content”
“An important advantage offered by this application is the openness of max it. Max it will allow Cameroonians to publish and monetize their digital content. And today it is a problem that we have in Cameroon and even everywhere in Africa. The marketing of digital works for content creators. So this is a problem that will find a solution with max it. With max it, they will have the opportunity to exhibit their content and monetize via the payment methods made available to them. With max it, we believe that we will be able to contribute to the acceleration of the digital economy in Cameroon. Exhibiting your content is not only for the Cameroonian market. Anyone who exhibits their content on max it could have opportunities to access the African market. There are in fact 22 million people today who use Orange applications so these are all markets that could be accessible to Cameroonians. »
