In Casablanca, Orange unveiled the ambitions for its Max it super app, which it aims to make one of its main growth drivers in Africa and the Middle East. With already 23 million monthly active users, the platform is looking to scale up significantly by 2028.
Orange is stepping up its transformation under a new 2026–2030 strategy, “Trust the Future,” unveiled to international media on April 8 in Casablanca. Long seen as a traditional telecom operator, the French group is now pivoting toward digital services to drive its next phase of growth, with Africa and the Middle East at the core.
A central pillar of that shift is Max it, a super-app developed in Casablanca that Orange sees as a key driver of new revenue beyond its core telecom business. “By 2028, we aim to add 50 million monthly active users on Max it. The app will also support Orange Money in adding 20 million active users in the region, as well as one million new customers for Orange Energies,” said Yvan Delègue, head of the Max it program.
The targets underline Orange’s ambition to position Max it as a single gateway for everyday services, including mobile account management, payments, digital content, service purchases and access to an integrated marketplace.
A broad ecosystem of services
Now deployed in 16 countries, the app has 23 million monthly active users. Of these, 8 million use its financial services via Orange Money, which has 47 million active users across the region. Max it also integrates Orange Energies, available in 13 countries, allowing nearly one million customers to buy and top up electricity directly through the app.
Orange’s strategy is straightforward: bring multiple services into one platform. Users can manage their accounts, make payments, access entertainment — including video on demand, live sports, gaming and TV series — and purchase services without leaving the Orange ecosystem. The approach streamlines the user experience and strengthens customer retention.
Delègue said the app also supports bundled offers combining connectivity and content. For example, Orange can pair a data plan with sports streaming to boost usage while reducing concerns over data consumption.
This shift comes as the Africa–Middle East region becomes Orange’s main growth engine. In 2025, the group generated 8.4 billion euros in revenue there, up 12.2%, making it the largest contributor to overall growth. The strategy is underpinned by strong demographic trends: Africa’s population could reach 2.5 billion by 2050, offering significant potential for digital services.
AI and ecosystem expansion
Beyond commercial goals, Orange aims to turn Max it into an open platform for both global partners and local businesses. The objective is to expand the range of services while giving companies access to a large and growing user base. In this model, the app acts as a hub for payments, content and essential services.
To meet its 2028 targets, Orange is focusing on two levers: expanding partnerships and integrating artificial intelligence more deeply. The group plans to use AI to tailor services to individual users and deliver more relevant offers in real time. It is also developing voice interfaces in local languages to lower barriers to digital adoption in several African markets.
With Max it, Orange is moving beyond connectivity. The group is positioning itself at the intersection of telecoms, digital finance, energy and merchant services, aiming to capture a larger share of the continent’s digital economy.
Muriel EDJO
