Ayoba

Ayoba is an African communication platform developed in South Africa.[1] It is owned by Progressive Tech Holdings in Mauritius and managed by SIMFY Africa. Launched on May 4, 2019, as of March 2023, it has over 25 million active users.[2]

Ayoba
Developer(s)Progressive Tech Holdings
TypeCommunication
Websitewww.ayoba.me

History

Ayoba was first published on Google Play in February 2019. Its first marketing campaign and brand launch took place in Cameroon on May 4, 2019.[3]

In June 2019, the platform introduced its first eight channels. In November 2019, the platform reached one million active users, which increased to two million by June 2020.[4][5][6]

Subsequently, ayoba expanded its services, including the launch of games for Android in February 2020, Momo (Mobile Money) in Cameroon in May 2020, and MicroApps in May 2020. It also launched music and voice and video calling features in 12 territories in August 2020.[4]

The first version of ayoba for iOS was released in September 2020. In December of the same year, games and Messaging 2.0 were launched on the platform.[7]

In November 2020, it won Best Mobile Application at the African Digital Awards.[8]

In 2021, it won OTT Brand of the Year at the Marketing World Awards in Ghana.[9]

In December 2022, it received Top Innovative Technology and Telecom Product of the Year at the National Communications Awards in December 2022.[10]

As of March 2023, ayoba had 25 million monthly active users and in June 2023 it partnered with BoomPlay.[11][12][13]

Platform features
  • Chat, Call and Share: ayoba enables instant messaging, voice notes, picture sharing, and file sharing with contacts, even if they do not have the app installed. The app supports voice and video calls on both Android and iOS, as well as group chats, help channel and SMS continuity  (non ayoba users receive messages as SMS, their responses appear in the ayoba app).[14][15]
  • Music: ayoba offers a free music player with daily updates on international and African music. Users can find playlists for different genres.[16][17]
  • Games: ayoba provides a selection of interactive games, including action, adventure, and children's games available on both Android and iOS.[18]
  • Mobile Money Transfers: In certain territories, ayoba supports mobile money transfers using MTN Mobile Money (MoMo) for transactions within the app.[19][20]
  • MicroApps: ayoba features individual MicroApps within the platform that offer content and services, including streaming channels, podcasts, and specialized apps. The availability of these apps may vary by country.[21]

Operations

ayoba primarily focuses on the following territories: Nigeria, Cameroon, South Africa, Ghana, Côte d'Ivoire, Uganda, Republic of Congo, Benin, Zambia, Tanzania, Kenya, Senegal, Togo, Guinea Bissau, Guinea Conakry, Sudan, South Sudan, and Liberia.[22][12] The company operates from its offices in Cape Town and Johannesburg, South Africa.

David Gillaranz served as the CEO from 2019 to 2021, and Burak Akinci has been the CEO since 2021.[23]

References
  1. TCHEMEDIE, Jephté (2019-08-19). "« Ayoba », la nouvelle arme du Groupe MTN pour concurrencer Whatsapp en Afrique". Digital Business Africa (in French). Retrieved 2023-08-16.
  2. Gavaza, Mudiwa (10 May 2023). "MTN-backed super-app Ayoba crosses 25-million users". BusinessDay.
  3. "IT News Online > APO Group - Team Guardian Health Wins the Inaugural ayoba Hackathon". www.itnewsonline.com. Retrieved 2023-07-28.
  4. "Ayoba and MusicTime® partner to bring free music listening to Africa". Pulse Ghana. 2020-09-28. Retrieved 2023-07-28.
  5. Newsroom, APO Group-Africa; Africa, SIMFY (2020-03-25). "SIMFY Africa, MusicTime & Ayoba join the fight against COVID-19". www.africa-newsroom.com. Retrieved 2023-07-28.
  6. ANKIILU, MASAHUDU (2023-02-20). "Why MTN Ayoba Is The Real Game-changer Messaging App". African Eye Report. Retrieved 2023-08-16.
  7. Nhantumbo, Augusto (2023-05-15). "AYOBA: Aplicação africana ultrapassa 25 milhões de utilizadores". Jornal Visão Moçambique (in Brazilian Portuguese). Retrieved 2023-08-16.
  8. Staff, Techjaja (2020-12-22). "Ayoba receives Africa Digital Award for Best Mobile Application". Techjaja. Retrieved 2023-07-28.
  9. "MTN Ghana's innovative marketing campaigns receive recognition at the 10th Marketing World Awards | News Ghana". newsghana.com.gh. 2021. Retrieved 2023-07-28.
  10. "Africa's Super App Ayoba Monthly Active Users Reaches 20 Million Mark". 2022-12-14. Retrieved 2023-07-28.
  11. "Ayoba super app surpasses 25m monthly active users". mybroadband. 2023. Retrieved 28 July 2023.
  12. Pham, Manny (2023-05-10). "MTN super app Ayoba hits 25m milestone". Developing Telecoms. Retrieved 2023-07-28.
  13. Modise, Ephraim (2022-12-15). "MTN's Ayoba app reaches 20 million monthly active users". TechCabal. Retrieved 2023-07-28.
  14. "Ayoba and MusicTime® partner to bring free music listening to Africa". Pulse Ghana. 2020-09-28. Retrieved 2023-08-16.
  15. "IT News Online > APO Group - Team Guardian Health Wins the Inaugural ayoba Hackathon". www.itnewsonline.com. Retrieved 2023-08-16.
  16. "Huawei's sustainable advertising solution enables ayoba to expand acquisition to more markets outside of SA". ITWeb. 2023-06-28. Retrieved 2023-08-16.
  17. AITN (2023-05-11). "Ayoba de MTN a dépassé les 25 millions d’utilisateurs actifs mensuels". AITN (in French). Retrieved 2023-08-16.
  18. "Huawei's sustainable advertising solution enables ayoba to expand acquisition to more markets outside of SA". ITWeb. 2023-06-28. Retrieved 2023-08-16.
  19. "Ayoba and MusicTime® partner to bring free music listening to Africa". Pulse Ghana. 2020-09-28. Retrieved 2023-08-16.
  20. Newsroom, APO Group-Africa; Africa, SIMFY (2020-03-25). "SIMFY Africa, MusicTime & Ayoba join the fight against COVID-19". www.africa-newsroom.com. Retrieved 2023-08-16.
  21. "Ayoba super app surpasses 25m monthly active users". MyBroadband.
  22. "Exclusive: MTN Ayoba to help startups and content creators make money in Africa - Burak Akinci". Pulse Ghana. 2022-12-09. Retrieved 2023-07-28.
  23. Pham, Manny (2023-05-10). "MTN super app Ayoba hits 25m milestone". Developing Telecoms. Retrieved 2023-08-16.
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