In a bid to stay ahead of the competition in Ethiopia, Ethio Telecom has transformed its mobile money platform, telebirr, into a super app offering a wide range of services in a single interface. The app, set to be unveiled today at the Science Museum, provides users with access to e-commerce, food delivery, entertainment, utility bill payments, transportation, and more, all within one platform.
This major milestone demonstrates the state-owned operator’s commitment to expanding its mobile money platform in the face of upcoming competition from M-PESA. The super app is also a boon for the local startup ecosystem, as it allows them to tap into telebirr’s large user base of over 27 million.
Among the 20+ apps available within telebirr are Zmall, Tikus Delivery, Hule Beje, Ahun, Digital Equb, Ashewa, Guzo Go, and Kuraztech, as well as government services such as tax and immigration. Super apps have become increasingly popular in emerging markets and Asia, where companies like WeChat and Grab have successfully integrated a variety of services within a single platform, creating a seamless user experience.
Since its launch in May 2021, Ethio Telecom’s telebirr has rapidly grown, introducing digital financial products such as microloans, savings, and overdraft services by August 2022. By the end of last year, the platform had provided loan facilities amounting to 1.17 billion birr.
Meanwhile, Safaricom Ethiopia is making progress with its M-PESA mobile money service, following the introduction of a draft directive last month aimed at opening Ethiopia’s mobile money market to foreign operators. The proposed license fee stands at $150 million.
One noteworthy feature of the new M-Pesa super app is its “offline mode,” which allows customers to use the app and complete transactions even without data bundles or when completely offline. The app is also zero-rated and does not consume additional data when in use, a crucial consideration for users in Africa.
Safaricom revealed that the super app will enable customers to download “mini-apps” within the main app for tasks such as ticket booking, deliveries, shopping, license applications, insurance, and more. Users can access these mini-apps via the “Discover” option, while merchants using Lipa Na M-Pesa can access them through the “Hub” option.
Initially, available services as mini-apps include Madaraka SGR ticketing, long-distance bus booking with BuuPass, event tickets on Mtickets, shopping gift vouchers on GiftPesa Vouchers, insurance services on eBima, and gas delivery from Pro-Gas. Over 40 apps are currently in development to expand the mini-app offerings.
With the launch of its super app, Ethio Telecom’s telebirr is poised to strengthen its position in Ethiopia’s mobile money market, offering users an unparalleled range of services and functionality within a single platform.
