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Orange: launches 'super-app' for Africa and Middle East

( - On Friday Orange announced the launch of a "super-app" designed to simplify the daily lives of its customers in Africa and the Middle East.

The solution - dubbed "Max it" - merges the worlds of telecoms, financial services and e-commerce, aiming to meet the everyday needs of its users.

It brings together telecoms functionalities for managing mobile and landlines, the Orange Money money transfer service and a range of digital content under a single interface.

Initially available in five African countries (Cameroon, Senegal, Mali, Burkina Faso and Botswana), the application will then be extended to the twelve other countries in Africa and the Middle East (MEA) where the operator is present.

Orange says it anticipates around 45 million active users for "Max it" by 2025, given that its My Orange and Orange Money applications are already used by over 22 million daily users.

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