MTN’s super app platform, ayoba, has seen remarkable growth, expanding its user base by 28.6% year-on-year to reach 36 million monthly active users (MAUs) by the end of June 2024. This surge in users is largely attributed to the platform’s enhanced communication features, which have driven higher adoption and retention rates.
Digital revenue for MTN increased by 19.3% year-on-year to R1.6 billion, bolstered by the company’s expansion into new business segments and the rising adoption of digital products, especially in key markets like Nigeria and Ghana.
The company’s focus on scaling the Gaming and Video verticals also contributed to this revenue growth.
Ayoba’s growth extended beyond MTN’s traditional GSM markets, establishing a substantial user base of 11.6 million MAUs in countries where MTN does not offer GSM services. This highlights the super app platform’s potential to expand as an over-the-top (OTT) offering across the African continent.
MTN emphasised its focus on launching new B2B services to boost ayoba’s presence, with strategic introductions to key advertising partners setting the stage for increased sales and enhanced monetization efforts.
Key advertising products have already been launched in South Africa and Ghana, with Nigeria and Cameroon slated to follow in August. Additionally, over 80 new partners were integrated into ayoba’s ecosystem in the first half of the year, further strengthening its position in the digital landscape.
