Africa, Middle East: Orange Group launches super app, Max it, to ease life for clients.

The innovation that has been welcomed across the board was unveiled Friday, November 24. This was during a historic concert and press conference at the Bepanda Reunification Stadium in Douala.

The concert and presser were aired online on Orange social media handles, on Trace Africa and Canal 2 channels.

At the presser was attended by the top management of orange group  notably; Christel Heydemann, Executive Director of the Orange Group; Jérôme Hénique, CEO of Orange Middle East and Africa; Brelotte Ba, Deputy  CEO of Orange Middle East and Africa, and Patrick Benon, CEO of Orange Cameroun.

Building on successes of My Orange, Orange Money apps

According to officials of the Orange Group, the decision to create and launch the all-in-one super app, "Max it”, is anchored on the successes of the flagship My Orange and Orange Money Afrique applications. Officials said at least 22 million subscribers use the apps daily They described the app as an innovation which brings together the worlds of telecommunications, financial services, and e-commerce to meet  users daily needs. 

They also said the app was developed by the Orange teams in Africa for African customers.

The new application, Max it, already launched in Five African countries,   will also be extended to the 12 other countries where Orange is present in Africa and the Middle East.

CEO Orange Group CEO, Christel HEYDEMAN, speaking during press conference 

Max it & the Orange spirit in Africa, Middle East

According to Christel Heydemann, CEO of the Orange Group, “Max it” reflects the Orange spirit of innovation in Africa and the Middle East. She said, “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".

For Jérôme Hénique, CEO of Orange Middle East and Africa, the creation of “Max it” is a formidable job innovation.

The team in his area of command, Hénique said, shows a “remarkable job of co-creating with all stakeholders, employees, customers, partners, distributors, to provide them with a one-stop-shop that is simple, effective, customizable and inclusive”.

Time for everyone to meet their needs

Now, Hénique also stated, “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"

Petit Pays thrilling customers during concert

African super-app with useful services for daily life 

Going by the CEO of Orange Cameroun, Patrick Benon, “Max it”, is a super-app designed to be a portal for mobile services that simplifies the digital experience and eases achievement of daily activities for users be they Orange clients or not.

“‘Max it’ brings together three essential services in one single smartphone interface ranging from; Orange Money with all its services for local and international money transfers, payments to our billing and merchant partners, bank transfers, credit and savings,” Benon stated.

It is also an e-commerce platform offering physical and digital content, online games, music, TV, videos and news. 

It also has innovative digital ticketing service allowing customers to buy tickets for concerts, transport, amongst other services.

Indiscriminate accessibility 

The app, "Max it", was presented to grant accessibility to everyone, regardless of their operator, with Orange Money as the payment base. 

It also accepts other solutions for purchases via the super-app. “Max it” is available in different languages and incorporates local specificities for greater inclusion. 

Targeting 45 million users by 2025

Orange Group, through this new digital breakthrough, expects to have around 45 million active “Max it” users by 2025. 

The app has great potential, especially in today’s world where the smartphone is the gateway to everyday digital life. 

It a fast-growing adoption rate expected to reach 61% of connected customers by 2025.   

David thrilling customers & fans during concert 

Orange Group, by so doing, 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. 

Orange Money, the company’s flagship mobile-based money transfer and financial services offer is available in 17 countries and has more than 80 million customers. 

Orange, multi-services operator, key partner of the digital transformation provides its expertise to support the development of new digital services in Middle East and Africa

Expansion outline

The first version of Max it as at Friday November 24, is available in five African countries. These are; Cameroon, Senegal, Mali, Burkina Faso, and Botswana. It will be rolled out in waves, with functional updates, in the remaining countries. 

“Max it” offers not only Orange services, but also digital services from local partnerships, as well as services from international partners, to meet users’ expectations.

Customers & fans being thrilling at concert organised by Orange Group 

About Orange

Orange Group is present in 26 countries. It is also a leading provider of global IT and telecommunication services to multinational companies under the brand Orange Business.

In February 2023, Orange Group presented its "Lead the future" strategic plan, built on a new business model and guided by responsibility and efficiency. 

“Lead the Future” capitalizes on network excellence to reinforce Orange's leadership in service quality. Orange Group is listed on Euronext Paris and on the New York Stock Exchange. 

More information can be gotten on www.orange.com, www.orange-business.com and the Orange News app and other online platforms.