MTN digital revenue rose by 22.8% to R3.3 billion in the year to end-December 2021 and the majority of the increase is due to greater uptake of the services of Ayoba, an instant messaging super app.
MTN announced today that Ayoba reached 11.6 million monthly active users’ milestone as at 31 December 2021.
“This represents an addition of 6.1 million users since December 2020.”
MTN launched its instant messaging platform, Ayoba, in March 2019.
The app features peer-to-peer private messaging, which is end-to-end encrypted and has been updated to include music, gaming, channels and money transfer services
Ayoba users can send and receive encrypted messages, share photos, videos, files, voice notes and even their location, and can also subscribe to live channels. Localised content is available through these channels that aim to entertain, educate and empower communities.
The platform aims to harness growth in the African digital economy by breaking down barriers such as limited access to the internet and digital services, low smartphone penetration, lack of locally relevant content and affordability.
COVID-19 has accelerated development of digital ecosystems across our markets and led to a significant uptake in telecommunication services and supported shifts to cashless payments. Although accelerated by the pandemic, this increased demand and growth is sustaining at higher levels.
MTN added that digital adoption in Nigeria, its biggest market, continues to accelerate as customers use more digital products and services, a trend accelerated by COVID-19.
As a result, digital revenue grew by 91.5% as the active user base grew and penetration of our digital products deepened, said MTN.
The active user base in Nigeria rose by 162.1% to 7.5 million led by instant messaging platform ayoba, with active users up 172.9% to approximately 3.8 million.
