Morocco | Tamer Emam
Yvan Delègue, Interim Director of Orange’s super-app Maxit, has unveiled the strategic roadmap behind the app’s significant impact on the regional and global digital landscapes. Delègue characterized the platform as the “beating heart” of an expansion strategy designed to generate innovative revenue streams through integrated digital services.
In a statement reflecting robust performance, Delègue announced that Maxit has successfully built a massive user base of 23 million monthly active users across 16 countries. This includes 8 million active users on Orange Money, which serves as the application’s financial backbone.
Delègue described the app as a “comprehensive platform to simplify daily life,” integrating three core pillars into a unified User Interface (UI) and User Experience (UX):
- Telecommunications: Complete management of mobile and data services.
- Financial Services: Smart payment solutions via Orange Money.
- Lifestyle & Utilities: Access to entertainment (TV and gaming) and “Orange Energy” solutions.
Through its integrated “E-Shop,” Maxit allows third-party partners to merge into the platform. This ecosystem offers partners direct access to millions of active users while providing consumers with bundled offers that combine telecom and digital services at competitive prices.
According to Delègue, the mission of Maxit is to provide a secure, user-friendly environment that places everything a user needs “in their pocket.” Looking ahead, the platform has set ambitious growth targets:
- User Acquisition: Adding 15 million new users to the overall platform.
- Financial Growth: Scaling Orange Money to reach an additional 20 million active users.
- Sustainability: Expanding the footprint of Orange Energy to promote sustainable solutions across the region.
In a strategic move to accelerate adoption, Delègue confirmed that Maxit is now available to everyone. Any individual can create an account and utilize financial and digital services, even if they are not a subscriber of Orange’s telecommunications network.
The company’s ambitions extend beyond its current 16-country footprint, with expansion plans targeting new markets and users in the coming months and years.
