"We are very pleased to announce this new customer payment innovation to the market. It will support the growth of content services and enable content producers and merchants across Africa to share and benefit from Airtel's scale, market and technology," said Christian de Faria, Chief Executive Officer of Airtel Africa. According to Total Telecom, Airtel Africa is a leading telecommunications service provider and has operations in 17 countries across Africa. Africa is seen as the fastest growing market for mobile commerce in the world and the need for smarter solutions is continuing to grow. Airtel Africa is partnering with IMImobile in order to make sure the service is available on cell phones. They have worked with Airtel Africa since 2011 and have made IMImobile one of the leading mobile service providers in Africa.