Orange, a leading telecommunications provider in Madagascar, is expanding its efforts to enhance user experience. The company is launching a new strategic application within the mobile money sector.

Orange Madagascar introduced Orange Money Pro, a mobile application for merchants and distributors, on Tuesday, March 18, aiming to streamline financial transaction management and enhance the mobile money experience for professionals.

The new application offers faster transaction processing and features tailored to merchants' needs, including real-time transaction tracking, payment management, and improved financial flow visibility.

For distributors, Orange Money Pro simplifies point-of-sale management, banking connections, and access to customer support. Merchants can utilize QR code payments and generate remote payment links. The application, currently available exclusively on Android, has been downloaded more than 10,000 times, according to Google Play Store statistics.

Amidst the growing digitization of payments in Africa and the rise of mobile money, Orange seeks to bolster financial inclusion and simplify business operations. With Orange Money Pro, the French operator is strengthening its position in Madagascar's mobile money sector and may eventually offer advanced financial services to businesses, such as credit solutions or integrated accounting management. Depending on the app's success in Madagascar, expansion to other markets could follow.

However, adoption may be hindered by factors such as internet access rates, which stood at 32.57% in 2023 according to the regulator, merchants' digital literacy, and compatibility with other financial services. These are challenges that Malagasy authorities are working to address.

By Adoni Conrad Quenum,

Editing by Feriol Bewa