Orange Launches Its Ambitious “Trust the Future” Strategy from Morocco to Enhance Digital Leadership in Africa and the Middle East
The global Orange Group has selected Casablanca, Morocco, to announce its ambitious future strategy, “Trust the Future.” The announcement took place during a global press conference held on April 7 and 8, where the group unveiled its roadmap for the 2026–2030 period.
Facing the accelerating challenges of the digital age and rising concerns regarding data security and Artificial Intelligence (AI), Orange has decided to transform the concept of “Trust” into a solid pillar for survival and growth. In her keynote speech, Christel Heydemann, CEO of the Orange Group, explained that trust has become “a decisive criterion in service selection in the era of Artificial Intelligence.”
The new strategy aims to reassure 340 million customers worldwide—particularly in Africa and the Middle East—that Orange remains the most reliable partner in a world characterized by digital interconnectedness and escalating cyber threats. Trust is no longer limited to network quality; it now extends to personal data protection, AI ethics, and a clean carbon footprint.
Historic Financial Performance
Orange’s confidence stems from historic financial results. The group revealed impressive figures for the Middle East and Africa (MEA) region for the 2025 fiscal year:
- Revenue: Reached a record €8.4 billion, representing 12.2% growth.
- EBITDAaL: Increased by 13.9%.
- Impact: The MEA region has become a primary engine of growth for the entire group.
The “Orange Money” financial sector—one of the continent’s greatest success stories—achieved a qualitative leap to 49 million active users, bolstering financial inclusion in underbanked areas. The total customer base in Africa and the Middle East reached 179 million, with an increase of 14 million new customers in a single year.
Globally, the group’s 2025 results showed a customer base exceeding 340 million and revenues surpassing the €40 billion mark. Operating across 26 countries in Europe, Africa, and the Middle East, Orange was ranked as the second most valuable telecommunications brand in Europe for 2026.
A Three-Pronged Roadmap: Customer, Innovation, and Excellence
The new strategy is built upon three integrated pillars:
- Customer Proximity: Aiming to add 40 million new 4G/5G users by 2028 through the deployment of fiber optics and ultra-high-speed services.
- Innovation-Led Growth: Seizing opportunities in the retail and business sectors with a focus on emerging technologies. This is exemplified by the “Max it” Super App, which targets adding 50 million new users to its current base of 23 million, aiming for €1 billion in additional revenue by 2028.
- Scale Excellence: Utilizing AI to improve operational efficiency and maximizing the group’s unique infrastructure.
Max it and Orange Money: Driving Digital Transformation
During the conference, Orange highlighted the Max it app as the group’s “innovative digital asset.” It has evolved into a comprehensive ecosystem combining line management, payments (via Orange Money), entertainment, and even electricity purchases. Furthermore, the group plans to add 20 million new Orange Money users in the coming period to further drive financial inclusion.
Unprecedented Investment: €5 Billion for Tomorrow
Confirming its commitment to Africa, the group revealed a massive investment package exceeding €5 billion between 2026 and 2028. These funds are dedicated to:
- Doubling the fiber optic base to connect millions of additional households.
- Establishing over 15,000 new telecom sites in rural areas to bridge the digital divide.
- Expanding AI and Large Language Model (LLM) services across networks and products.
Ethical Technology: AI and Cybersecurity
Orange is placing AI at the heart of its operations, using LLMs to enhance customer service and network management while committing to Responsible AI in its new Data Centers. The group also emphasized the importance of “Sovereign Cloud” solutions to protect data within national borders and strengthening cybersecurity through Orange Cyberdefense.
Social Responsibility: From Training to Employment
In a move focused on human capital, Orange announced a goal to train 1.4 million people through the Orange Digital Center (ODC) network by 2030. Currently, there are 50 centers across 16 countries with partnerships involving 167 universities. Additionally, the Orange Ventures fund (valued at €50 million) has supported over 500 startups.
Environmental Commitment
Orange pledged to reach Net Zero emissions by 2040 and reduce carbon emissions by 45% by 2030 (compared to 2020). Currently, over 30% of remote sites are being converted to solar power.
Morocco: The Regional Hub
The conference underscored Morocco’s role as Orange’s “strategic backbone” in Africa. Regional operations are managed from Casablanca, and new services like Max it are tested there before being exported to markets like Senegal and Ivory Coast. The group also announced the AI Garden program in partnership with Morocco’s “Technopark” to support local AI startups.
