Orange Targets 75 Million Users for Max It Super App as Africa Growth Accelerates

Key Takeaways

• Max It target: 75 million users by 2028.
• Current user base: 25 million across 18 African markets.
• Orange Money processes €20 billion monthly transfers.
• Data, finance, enterprise revenues grew 18‑10% respectively.
• 5G rollout supports broadband via fixed wireless access.

Summary

Orange’s Middle East and Africa unit announced at MWC that its Max It super app will be scaled from roughly 25 million to 75 million users by the end of 2028. The push is part of the “Trust the Future” strategy, leveraging mobile finance, streaming, gaming and telecom services under one platform. Orange Money now processes about €20 billion in transfers each month, while data, finance and enterprise revenues posted double‑digit growth in 2025. The company also accelerates 5G and fixed‑wireless deployments to broaden broadband access across its 18 African markets.

Pulse Analysis

The rise of super apps is reshaping telecom operators worldwide, and Orange is betting heavily on Max It to lead that transformation in Africa. By bundling payments, entertainment, and connectivity, the platform taps into the continent’s youthful, mobile‑first population, which exceeds 1.5 billion people. This integrated approach not only deepens customer engagement but also creates cross‑selling opportunities that can lift average revenue per user far beyond traditional voice and data tariffs.

Financial services are the engine driving Max It’s growth. Orange Money, already a household name, handles roughly €20 billion in monthly transfers and serves 47 million customers, illustrating the lucrative convergence of telecom and fintech. AI tools are being deployed to personalize offers, streamline onboarding, and support local languages, addressing Africa’s linguistic diversity and low‑literacy segments. The company’s investment in digital education—over 1.3 million trainees—further expands the talent pool needed to sustain these digital ventures.

Infrastructure remains a critical enabler. Orange’s aggressive 5G rollout across Egypt, Morocco, Botswana, Senegal and Tunisia, combined with fixed‑wireless access, delivers high‑speed broadband to underserved regions where fibre is impractical. This network backbone not only fuels Max It’s content and gaming services but also strengthens Orange’s competitive stance against MTN, Airtel Africa and Vodacom. As regulatory environments stabilize, the super‑app model could become a cornerstone of telecom profitability in emerging markets, with Orange poised to capture a sizable share of that upside.