About
Ooredoo Maldives partnered with Arimac Digital to revamp Moolee, a next-generation Super App and web portal designed to transform how customers interact with telecom services and everyday digital experiences.
Built using Open APIs, Moolee brings together telco self-care, a native eWallet, and an integrated eCommerce marketplace into a single platform with single sign-on access. This revamp enabled customers to manage mobile services, upgrade plans, make secure payments, and explore digital products, all from one location.
For Ooredoo Maldives, Moolee became a strategic digital engagement channel, reducing dependency on traditional support channels, improving operational efficiency, and enabling faster rollout of new services and offers.
Challenges
Before Moolee, Ooredoo Maldives faced challenges common across telecom operators transitioning to digital-first experiences:
- Fragmented customer journeys Telecom services, payments, and commerce operated across separate platforms.
- High dependency on assisted channels Customers relied on call centers, outlets, and USSD for routine actions.
- Limited self-service capabilities Plan upgrades, payments, and service requests required multiple touchpoints.
- Slow service innovation Launching new digital offerings and promotions required complex integrations.
- Rising operational costs High volumes of basic customer queries increased OPEX.
- Evolving customer expectations Customers expected seamless, app-based experiences comparable to digital-native platforms.
Solution
Arimac Digital co-designed, a unified Super App that modernized Ooredoo Maldives’ digital ecosystem while aligning with local market expectations.
Key solutions included:
- Single sign-on Super App experience – Seamless access to telco self-care, eWallet, and eCommerce from one app.
- End-to-end self-care portal – Customers can manage plans, upgrade services, make payments, and track usage anytime.
- Native digital wallet – A fully built-in eWallet developed by Arimac Digital, enabling secure telco and non-telco transactions without third-party dependencies.
- Integrated eCommerce platform – Ooredoo’s own products sold directly through the app, alongside third-party merchants.
- Merchant enablement & monetization – Vendor onboarding, commission management, and delivery tracking built into the platform.
- API-led architecture – Open APIs enabling faster integrations, scalability, and future service expansion.
- Collaborative design execution – UX designs provided by the client and implemented seamlessly across mobile and web experiences.
This centralized Super App enabled Ooredoo Maldives to consolidate services, unlock new revenue streams, and deliver a modern, lifestyle-driven digital experience.
Impact
By shifting from siloed systems to a unified Super App experience, Ooredoo Maldives achieved:
- Improved operational efficiency Reduced reliance on call centers and physical outlets for routine requests.
- Enhanced customer experience Faster, simpler journeys completed in a few taps.
- Accelerated time-to-market New services, promotions, and marketplace offerings launched faster.
- Lower operational costs Reduced OPEX through increased self-service adoption.
- New digital revenue opportunities Monetization through owned products, third-party merchants, and commissions.
- Future-ready digital foundation Scalable, API-driven architecture supporting ongoing innovation.
