MOBILE MONEY

More payment options for consumers as ApplePay launches in Morocco

By our News Team | 2023

More evidence that the growth in smartphone adoption is radically reshaping the African digital landscape, for consumers and retailers alike.

Apple Pay, the mobile payment service offered by Apple Inc, has been launched in Morocco. This makes the North African nation the second to have the service on the continent, after South Africa in 2021.

Apple Pay allows users to make payments in person, in iOS apps and on the web. It digitises and can replace a credit or debit card chip and PIN transaction at a contactless-capable point-of-sale terminal.

Photo courtesy of Apple Inc.

The rapid uptake of mobile money in Africa has become a vital part of the evolving consumer shopping ecosystem.

Strategic Marketing for Africa, the magazine of the African Marketing Confederation, noted in its most recent edition (Issue 2 2023) that: “As mobile money spread globally during the pandemic, the concept has become a catalyst for innovation and a pillar in achieving sustainable economic development across emerging markets.

“In sub-Saharan Africa, the trend translated into over 600-million mobile money registered accounts and transactions valued at over US$600-billion in 2022.”

According to a statement on the Apple website, two major banks in Morocco – Crédit immobilier et hôtelier (CIH) and Crédit Agricole Group of Morocco (CAM) Bank – now support Apple Pay.

Convenient payment options for customers

Apple adds that the launch of ApplePay into the market is intended to allow convenient payment options for customers and provide a seamless and secure payment experience.

“The Moroccan mobile payment ecosystem now boasts more than 20 market players that have implemented payment solutions enabling cash in and cash out, point of sale payment, money transfer and bill payments,” reports TechMoran, the Kenyan-based technology news website.

Trendtype, the London-based emerging markets consultancy, says Morocco has one of the highest smartphone penetration rates in Africa.

GSMA Intelligence’s data indicates that mobile connections in Morocco were equivalent to 129.3% of the total population in January 2022. Smartphone penetration has risen sharply recently. In 2018 it was estimated to be around 37%. In 2023, it is closer to 70%.

Apple’s market share in Morocco is approximately 15%, also one of the highest rates in Africa, where cheaper Android smartphones are much more common.

“The rapid growth of smartphone adoption is driving a radical reshaping of the digital landscape, for consumers and retailers alike. Morocco is one of a small number of markets (Kenya, South Africa, Egypt, Nigeria) where Trendtype sees high levels of digital innovation and disruption,” the consultancy says.

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