MTN super app Ayoba records 35m active monthly users

Details: Manny Pham; Category: Operators; 11 April 2024; 11224 views

MTN’s super-app Ayoba had 35 million monthly active users in 2023 a year-on-year increase from 20 million due to feature upgrades and expansion into new markets, and now the operator aims to chase growth through expanding its B2B front.

In a statement, MTN detailed that the app was launched into new territories Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana.

Its music streaming feature was highlighted for recording 600 million streams in 2023, after a collaboration with Africa-focused music streaming service Boomplay. Other growth drivers listed included improvements to the messaging service and popularity of a new ‘Explore’ page found on other social media apps.

More consumer updates will follow for the app’s music player, messaging, user stories, games and payment solution. However, the company will be seeking to expand its B2B offering this year as a main focus.

“Our focus in 2024 will extend to the B2B front, introducing features to benefit our partners and leverage our growing ecosystem and traffic,” said Ayoba CEO Burak Akinci.

MTN launched content marketing on the super-app which attracted brands such as Cadbury’s and Chappies to advertise. The Ayoba division will seek to gain more advertising partnerships with more known brands.

Selorm Adadevoh, MTN Group Chief Commercial Officer said: “Like the continent itself, Ayoba has been resilient, dynamic, and forward-thinking. As we reflect on the milestones of 2023, it's clear that our dedication to innovation and user-centricity has propelled Ayoba to new heights.

“With gratitude for the past and a vision for the future, we embark on 2024 with a steadfast commitment to continuing to evolve Ayoba delivering enriched experiences for its growing user base in Africa. Our focus remains unwavering on empowering communities, driving innovation, and building a sustainable ecosystem for long-term growth, Ayoba is not just an app; it's a testament to the power of connectivity.’