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Following the success of its My Orange and Orange Money applications, used by over 22 million customers every day, Orange has launched its super-app, which brings together the worlds of telecommunications, financial services, and e-commerce to meet all the daily needs of its users

Developed by the Orange teams in Africa for African customers, this new application, Max it, will be launched in five countries and will soon be extended to the 12 other countries where Orange is present in Africa and the Middle East (MEA).

Max it is accessible to everyone, regardless of their operator, with Orange Money as the payment base while accepting other solutions for paying for purchases via the super-app. Max it is available in different languages and incorporates local specificities for greater inclusion. It will enable the development of new uses while meeting the various needs of users  in their daily lives.

Orange expects to have around 45 million active Max it users by 2025. Max it has great potential, especially in a part of the world where the smartphone is the gateway to everyday digital life, with a fast growing adoption rate expected to reach 61% of connected customers by 2025. 

Orange is leveraging its long-standing roots in Africa and the Middle East and its deep understanding of the needs of these markets to offer a unique, comprehensive solution tailored to changing usage patterns.

Gradual enrichment and constant improvement of the services on offer

The first version of Max it is available in five African countries (Cameroon, Senegal, Mali, Burkina Faso, and Botswana), and will be rolled out in waves, with functional updates, in the remaining countries. From launch, Max it will offer not only Orange services, but also digital services from local partnerships, as well as services from international partners, to meet users’ expectations.

Commenting on the launch of Max it, Christel Heydemann, CEO of Orange, said, "Max it perfectly reflects the 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, customisable 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.”