07 September 2023

MTN Group’s super app platform Ayoba has amassed 28.3 million monthly active users in just six months.

The leading markets for Ayoba are Nigeria with 7.2 million users, Cote d’Ivoire (2.8 million), Cameroon (2.6 million), and Ghana (2.5 million).

Ayoba’s development coincides with the rise of super apps in Africa, which are attempting to capture the continent’s unbanked population. As telcos seek to diversify their revenue streams beyond the traditional telephony and data, financial services have emerged as a crucial boon. MTN, Vodacom, Orange, and Safaricom, among others, have made significant inroads in the market.

“We have built an MAU (monthly active user) base of 7.3 million in countries where MTN does not have GSM operations, demonstrating the scope of the messaging platform to scale as an OTT (over-the-top player),” said Ralph Mupita, MTN Group CEO. “Our growth was driven by improved user experience, most notably the introduction of an expanded and improved music service. In addition to its communication and social features, Ayoba continues to provide local and global content (music, games, channels, and micro applications) that is relevant and useful. Ayoba has also launched early monetisation proof-of-concept initiatives, such as display advertisements and premium sales.”