In a significant move aimed at modernizing its service offerings, Kena Mobile, the low-cost brand owned by Italian telecom giant TIM, has officially launched support for eSIM (embedded SIM) technology. This long-awaited addition marks a major milestone for the brand, which has rapidly evolved from a no-frills, budget MVNO into a more agile and digitally equipped mobile operator.

The rollout of eSIMs allows customers—both new and existing—to activate and manage their mobile service entirely digitally, without the need for a physical SIM card. This makes Kena one of the latest operators in the Italian market to embrace this technology, following in the footsteps of rivals like ho. Mobile (Vodafone’s low-cost brand) and Very Mobile (from WindTre).

Background: Why Now?

The eSIM introduction comes on the heels of several key infrastructure updates by Kena in 2025, including the highly anticipated launch of 5G access on July 16, the introduction of more sustainable Half SIM Green cards, and a significant backend platform migration designed to improve service performance and prepare the brand for future expansion. These upgrades represent Kena’s broader push to stay competitive in an increasingly digital-first mobile ecosystem, especially among cost-sensitive users who still expect fast, modern service delivery.

Now that the eSIM is live, users can switch to Kena or upgrade their existing lines without having to wait for a SIM card in the mail or visit a store. It’s a timely move in a market where convenience, speed, and sustainability are becoming just as important as price.

How It Works: Activation Guide

Once a customer purchases any eligible Kena plan via the website or app, they receive a confirmation email containing a QR code. This enables automatic download of the eSIM profile, including mobile number, ICCID, PIN, and PUK.

Activation steps for:

• iOS: Go to Settings > Cellular > Add eSIM, scan the QR code, or manually enter the SM‑DP+ address and activation code.
• Android (Samsung, etc.): Settings > Connections > SIM card manager > Add eSIM, scan the QR, or manually input the provided activation information.

Why the Delay? Kena’s Journey to eSIM

Kena initially delayed eSIM access because TIM prioritized its core brand for technologies like 5G and eSIM. Additionally, testing in the Kena app and preparatory migrations—such as new SIM card formats and back-end upgrades—were required to support the new service.

Who Can Get It: Eligibility

• New customers: Any customer activating a new plan.
• Existing customers: Those eligible to switch their SIM profile to eSIM via online request and QR code delivery

What It Means for Users

• Fully digital SIM setup: No more needing a physical SIM or waiting for delivery.
• Works across modern devices: Compatible with smartphones that support eSIM.
• 5G‑ready: Supports TIM’s national 5G network, making this ideal for high-speed use.

Caveats & User Feedback

As with many major service upgrades, initial hiccups have been reported. Some users noted delays or missing emails containing the QR code, and issues activating 5G on their new eSIM line—prompting complaints about delays and service glitches during the rollout.

Summary Table

Final Take

With the latest eSIM launch, Kena Mobile has closed a gap with other low‑cost operators in Italy—bringing digital activation and 5G compatibility to budget-conscious users. While being among the last to adopt these features came with some teething problems, this upgrade positions Kena firmly in step with modern mobile offerings. The service is well-suited for users seeking convenience and flexibility, provided they use a compatible eSIM-capable device.