CAIRO / BARCELONA — Orange Middle East and Africa is aiming to triple the user base of its “Max It” super app to 75 million by 2028, as the telecom operator deepens its shift beyond traditional connectivity services.
Speaking at Mobile World Congress Barcelona, chief executive Yasser Shaker said the platform currently serves around 25 million users, integrating mobile finance, entertainment and telecom services into a single digital ecosystem.
The push forms part of Orange’s “Trust the Future” strategy, which prioritises innovation and digital platforms as key growth drivers. Mobile financial services remain central, with Orange Money handling roughly €20bn in monthly transactions and serving about 47 million users.
Orange’s Middle East and Africa division delivered strong 2025 results, with revenue rising over 12% and EBITDA nearing 14% growth, supported by robust demand for data and enterprise services.
Shaker highlighted Africa’s young, fast-growing population and mobile-first economy as underpinning long-term demand, as operators compete to build integrated digital platforms across the continent.
