MTN is doubling down on its super app ambitions.
Its super app which is called Ayoba first launched in 2019 as a messaging app. In a new interview, its Chief Digital and Fintech Officer Yolanda Cuba says the app will go beyond instant messaging to offer mobile commerce and interactive entertainment services.
Cuba also said it is building an open digital platform that will enable third-party innovation. It will allow individuals and companies
to build and publish apps on the platform. Earlier this month, it announced an API marketplace called Chenosis to provide developers with access to a library of open APIs.
Ayoba currently has 2 million users according to MyBroadBand and MTN is looking to reach 16 million users by the end of 2020. CEO Rob Shuter said at the time of its launch that the platform will form part of its mobile money portfolio. MTN currently has 36 million active mobile money users.
MTN is looking to grow revenue from its digital services and mobile money. In the past, it released a number of standalone music and entertainments apps
in Nigeria and some of its other major markets. It looks like it will now consolidate those services in its super app. It is its biggest effort so far in making digital revenue growth happen.
Telcos are looking to diversify their income as they face competition from over-the-top providers.
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