Orange Group aims to triple the user base of its Max It super app to 75 million by 2028, as part of its broader strategy to expand digital services across Africa and the Middle East. Speaking at Mobile World Congress in Barcelona, Orange Middle East and Africa CEO Yasser Shaker said the platform currently serves around 25 million users and integrates services such as mobile payments, streaming, gaming, and telecom offerings.
The expansion of Max It is part of Orange’s “Trust the Future” strategy, which places innovation at the centre of the company’s growth agenda. According to Shaker, the target is intentionally ambitious to build internal momentum and accelerate adoption of the super-app ecosystem. Orange Money remains the primary payment platform within the app.
Beyond connectivity, Orange is increasingly focusing on digital services and financial platforms. Data and connectivity revenue across the region grew by about 18 percent, while Orange Money recorded similar growth, processing roughly €20 billion in transfers each month and serving around 47 million users. Enterprise and ICT services are also expanding, with the broader B2B segment growing around 10 percent annually.
The operator’s Middle East and Africa division delivered its strongest performance in 2025, with revenue increasing by more than 12 percent and EBITDA rising nearly 14 percent, pushing margins close to 40 percent.
Shaker highlighted Africa’s demographic advantage as a major growth driver. With a population exceeding 1.5 billion people and an average age of around 20, the region represents one of the world’s fastest-growing digital markets. Orange currently operates in 18 countries across Africa and the Middle East, maintaining a diversified presence where no single market contributes more than 10 percent of regional revenue.
Artificial intelligence is playing a growing role in Orange’s operations, particularly in network management, customer analytics, and digital service development. The company is also using AI tools to support local languages, helping address linguistic diversity and varying literacy levels across African markets.
In parallel, Orange continues to invest in digital skills development through Orange Digital Centres, which have trained more than 1.3 million people, while partnerships with universities and technology firms are expanding access to free technology education.
On the connectivity front, Orange is expanding 5G deployments in markets including Egypt, Morocco, Botswana, Senegal, and Tunisia. In many cases, the technology is being used to deliver fixed wireless access broadband, complementing fibre networks that are primarily concentrated in dense urban areas.
