Safaricom’s mobile money service, M-Pesa, went live in Ethiopia on Wednesday, marking a significant step for the Kenyan telecoms operator in one of Africa’s largest economies. M-Pesa was first introduced in Kenya in 2007 and has since become Safaricom’s most profitable service. Ethiopia, with a population of approximately 120 million people and a young demographic, is seen as a promising market for Safaricom’s growth. The company also faces formidable competition from Ethio Telecom, which reported a significant increase in profits and over 34 million subscribers to its mobile money service, Telebirr, in July. The introduction of M-Pesa in Ethiopia further promotes the convenience of mobile money services in East Africa, allowing users to send and receive money, as well as make payments for goods and services.