Vodafone Egypt has unveiled a new nationwide initiative designed to accelerate digital inclusion and economic independence for rural women. Titled Maaki, the programme is set to reach one million women across Egypt over the next three years, positioning itself as a major step towards bridging the digital divide between rural and urban communities.
The announcement was made at an official launch event that featured the signing of strategic cooperation protocols between Vodafone Egypt and key partners including Samsung Electronics Egypt, the CARE Egypt Development Foundation, and the Medium Enterprise Development Agency (MSMEDA). The programme marks a key pillar in Vodafone Egypt’s wider strategy to support a digitally inclusive society and promote sustainable development through technology.
Set to run until 2028, Maaki aims to offer rural women access to both digital and financial education, empowering them to use Vodafone Cash services and integrate into Egypt’s evolving digital economy. The long-term goal is to equip participants with the skills necessary to increase their economic contribution and establish small businesses in their communities.
The implementation of Maaki will involve collaboration across multiple sectors. The Medium Enterprise Development Agency (MSMEDA) will focus on cultivating entrepreneurial abilities in women completing the programme’s early stages. Samsung Electronics Egypt will support the programme’s ambassadors by supplying smartphones, helping them stay connected and engaged throughout their digital education journey. CARE Egypt will be responsible for on-ground delivery and community engagement across targeted rural regions.
The cooperation protocols were signed by Mr. Mohamed Abdullah, CEO and appointed Member of Vodafone Egypt and Regional President of International Markets of Vodacom Group; Mr. Basel Rahmy, CEO of Micro, Small and Medium Enterprises Development Agency (MSMEDA); Mr. Pyongmou (Theo) Shin, President and CEO of Samsung Electronics Egypt; and Mrs. Vivian Sabat, Executive President of CARE Egypt Development Foundation.
“Within the framework of cooperation between public and private sectors, the program “Maaki” has been launched to empower women in rural areas. The program reflects Vodafone Egypt’s commitment to closing the digital gap facing rural women, as an important step towards reshaping the future of the Egyptian countryside and promoting women’s participation in the digital economy. The program was launched to empower women as a driver of positive change within her community and opened up new economic horizons. Vodafone Egypt believes that technology is a driving force towards sustainable and inclusive development, and that the communications sector forms the cornerstone on which digital transformation is built in various sectors and communities,” remarked Mohamed Abdullah, CEO and Member of Vodafone Egypt and Regional President for International Markets of Vodacom Group
“The program “With You” implemented in cooperation with Vodafone Egypt, Samsung Electronics Egypt, and Care Egypt Development Foundation agrees with the vision of the political leadership and the directives of Dr. Mustafa Madbouli, Prime Minister of the Cabinet and Chairman of the Board of Directors of the device to expand digital transformation and support women, especially in Egypt.” Pointing out that the joint program will allow women to be trained on modern technology and qualify them to benefit from the services of the device and support them in establishing new projects. In addition, the device aims to, through this cooperation, train and qualify one million Egyptian women and encourage them to do entrepreneurship and establish small and small projects.” said Basel Rahmy, CEO, Medium Enterprise Development Agency (MSMEDA).
“Samsung Electronics Egypt is proud of our partnership in the “With You” initiative, which comes as a successful model for effective cooperation between both, the public, private sector and civil society. At Samsung, we believe in purposeful innovation, and our partnership with Vodafone Egypt in the ‘With You’ initiative reaffirms our strategy that aims to achieve a real and sustainable impact. Through this initiative, we look forward to empowering women in Egypt’s less fortunate communities and helping them to open new horizons towards financial independence and community integration, in line with Egypt’s vision for inclusive and sustainable development.” said Pyongmou (Theo) Shin, President and CEO, Samsung Electronics Egypt.
“At Care Egypt, through years of working with women, we have learned that empowering women is empowering the entire community. With you is not just a project, but a promise we fulfill every day. Through our partnerships with Vodafone Egypt, a business development device, and Samsung, we enable women to have access to digital skills and sustainable income. We are building a scalable model, based on trust and capacity. We don’t just watch change, we create it, hand in hand with every woman we believe in and walk the path with.” said Vivian Sabat, CEO, Care Egypt Foundation for Development.
The initiative signals Vodafone Egypt’s commitment to the UN Sustainable Development Goals, especially gender equality and digital inclusion. By investing in mobile technology and strategic partnerships, Vodafone is working to reduce structural barriers for rural women and support their engagement in Egypt’s digital economy.
As the programme rolls out, Maaki is expected not only to transform individual lives but also to contribute meaningfully to the socio-economic development of Egypt’s rural communities.
