Orange’s “Max it” super-app redefines daily living, seamlessly integrating e-commerce, finance, and telephony for users’ convenience.
The international telecoms company Orange is introducing “Max it,” a new super-app that aims to cover all of its users’ daily demands by fusing the worlds of e-commerce, financial services, and telephony.
Orange will launch the Max it application in five countries and shortly expand it to the 12 other countries where Orange is present in Africa and the Middle East (MEA). Max it was developed by Orange teams in Africa for African customers.
Max is a “super-app” that can be used by anybody in Africa, whether or not they have an Orange subscription, to serve as a gateway for mobile services, streamlining the digital experience and streamlining daily tasks.
According to Orange, Max provides “three essential services” through its interface:
- Account management features for both fixed and mobile lines.
- Orange Money: this includes bank transfers, credit and savings accounts, payments to Orange billing and merchant partners, and local and international money transfers.
- A cutting-edge digital ticketing service that enables users to purchase tickets for events like concerts and transportation, as well as an e-commerce platform that offers digital content (including online games, music, TV, videos, and news).
Orange Money was chosen as the payment foundation for the new super-app since over 22 million customers utilize its My Orange and Orange Money programs everyday. Orange accepts additional payment methods.
Max It promotes diversity with regional details and multiple languages. It will meet consumers’ daily needs and enable new uses.
Over 45 million Orange Max subscribers are expected by 2025. It expects it to have huge potential, especially in an area where smartphones are the main way to access digital life and adoption rates are expected to rise rapidly, reaching 61% of connected users by 2025.
Great hopes for Max it
“Max it perfectly reflects Orange’s spirit of innovation in Africa and the Middle East,” said Orange CEO Christel Heydemann in reference to the launch.
“This application strengthens our position as a multi-service operator and our desire to provide the best digital services to all of our customers by bringing together all of our services and those of numerous partners.”
Orange is providing a distinctive, all-inclusive solution that is customized to shifting usage patterns by utilizing its extensive knowledge of the demands of these areas and its long-standing origins in Africa and the Middle East.
“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,” continued Jérôme Hénique, CEO of Orange Middle East and Africa (OMEA).
“Now that Max It is available, everyone may take care of their many demands, including handling their phone plan, money, and shopping. It’s a scalable, open platform that improves our inclusiveness strategy and presents several development chances for the continent.
The initial Max version is accessible in five African nations (Cameroon, Senegal, Mali, Burkina Faso, and Botswana). The remaining nations will receive functional updates as the first edition is rolled out in waves.
In order to live up to consumer expectations, Max will include not only Orange services upon debut but also digital services from regional and global partners.
