From 35 million to zero: MTN’s first failed super app came as voice revenues plummeted

• MTN's first failed super app, Ayoba, was shut down as voice revenues plummeted, resulting in a significant decline in data revenue.
• , MTN's financial performance highlights the shift towards digital services, with data revenue growing by nearly 80% while voice revenue declined by 41.15% from 2018 to 2025.
• The failure of Ayoba marks a significant shift in MTN's strategy, with the company focusing on building a platform business led by fintech and expanding into other digital services.