The launch aims to tackle ongoing challenges in the sector, such as complex interfaces, limited accessibility for certain users, security issues, interoperability gaps between different platforms, and increasing competition from fintech firms like Wave.
OM Pay is available on both Android and iOS devices and offers an intuitive, user-friendly interface that simplifies transactions. Users can make payments and transfers with just a single click, perform real-time balance checks without the need to enter a PIN, and access detailed transaction histories. These features are intended to make the experience more straightforward and reinforce user confidence in the platform.
Orange Côte d’Ivoire highlights that OM Pay complements its existing Max it super app, which is geared towards broader digital service management, including bill payments and bundle purchases. The new application is part of a strategic effort to strengthen the Orange Money ecosystem by providing a dedicated solution focused on payments and transfers. While initially limited to the Ivorian market for merchant transactions, OM Pay already enables international money transfers, indicating regional ambitions in the medium term.
The launch comes at a time of rapid expansion in Côte d’Ivoire’s mobile money sector. According to the Telecommunications/ICT Regulatory Authority of Côte d’Ivoire (ARTCI), over 25 million individuals used mobile payment services in 2023, contributing to a financial inclusion rate exceeding 80%. This is notably higher than the country’s banking penetration, which stands at around 25%. The international mobile operators’ association GSMA estimates that mobile money contributed approximately $15 billion, or 11% of Côte d’Ivoire’s GDP, to the economy in 2023.
With 13.8 million subscribers in the last quarter of 2023 and holding a 55% share of the market, Orange Côte d’Ivoire reaffirms its leadership position in financial inclusion through the launch of OM Pay. The operator reported revenues exceeding 115 billion FCFA during the period, underscoring its significant presence and ongoing commitment to expanding digital financial services across the country.
