- Orange’s Max it is a “super-app” designed to be a portal for mobile services that simplifies the digital experience and eases the achievement of daily activities.
- The super app is set to debut in five countries Cameroon, Senegal, Mali, Burkina Faso, and Botswana across Africa. By 2025, Orange projects to have 45 million active users.
- The app brings together account functionalities, Orange Money, and an e-commerce platform offering digital content.
Following the steady uptake of My Orange and Orange Money applications, which are used by more than 22 million customers on a daily basis, French telecommunications giant Orange is introducing its super-app: Max it.
According to the telco, Max it is an innovative application that seamlessly integrates telecommunications, financial services, and e-commerce to address all the daily requirements of its users.
Developed by the Orange teams in Africa with the African customer in mind, Max it, is set to debut in five countries Cameroon, Senegal, Mali, Burkina Faso, and Botswana and will subsequently expand to 12 additional countries where Orange has a presence in Africa and the Middle East (MEA).
Orange’s Max it, the African super-app
The super-app is 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. It brings together three essential services in one single smartphone interface, including:
- 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.
According to Orange, Max it is open to everyone, irrespective of their service provider, utilizing Orange Money as the primary payment platform, while also accommodating alternative payment solutions for transactions within the super-app.
Available in various languages and incorporating local nuances for enhanced inclusivity, Max it aims to foster the evolution of new functionalities to address the diverse needs of users in their day-to-day activities.
By 2025, Orange projects to have approximately 45 million active Max it users. The significant potential of Max it is particularly evident in a region where smartphones serve as the entry point to daily digital life, with an anticipated rapid adoption rate reaching 61 per cent of connected customers by 2025.
Drawing on its extensive experience and deep understanding of the needs of the African and Middle Eastern markets, Orange is strategically positioned to provide a distinctive, all-encompassing solution designed to cater to evolving usage patterns.
Gradual enrichment and constant improvement of the services on offer
The initial release of Max it is accessible in five African countries: Cameroon, Senegal, Mali, Burkina Faso, and Botswana. Subsequent rollouts, featuring functional updates, will follow in other countries. Right from its launch, Max it aims to provide not just Orange services but also digital offerings from local partnerships and international collaborators to align with user expectations.
Commenting on the launch, Christel Heydemann, CEO of Orange, said: “Max it perfectly reflects 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.”
Orange is one of the world’s leading telecommunications operators boasting a substantial customer base exceeding 296 million. This includes 251 million mobile customers and 25 million fixed broadband customers. Currently, the French-based Group which is listed on Euronext Paris and the New York Stock Exchange maintains its presence in 26 countries.
