Travel eSIM: A Passport to Growth for MNOs
As global travel rebounds and digital expectations grow, mobile operators are facing a critical opportunity to revitalize one of the industry’s most underused technologies: eSIM. While traditional adoption has been slow—due to limited awareness, complex onboarding, and lack of perceived value—a new use case is emerging that could finally unlock its full potential. Travel eSIM, designed to provide seamless connectivity abroad without the need for physical SIM cards, is rapidly gaining traction.
For mobile network operators (MNOs), it’s not just a new service—it’s a strategic gateway to boost roaming revenue, enhance customer experience, and position their brand at the forefront of mobile innovation. This article explores how travel eSIMs are reshaping global connectivity and why they may be the tipping point for mainstream eSIM adoption.
1. A Slow Start: Why Has eSIM Adoption Lagged?
Despite being around for a decade, consumer eSIM adoption remains low. In 2024, only 3 % of global smartphone connections were on eSIMs, with nearly half of those in the US—an area driven by eSIM-only iPhones introduced in 2022, where adoption reached about 30 %.
Several factors have slowed progress:
- eSIM support is largely limited to flagship devices
- Minimal promotional effort from MNOs (only about 8 % of aware consumers learned about eSIM via their operator)
- Complex and cumbersome transition processes for users
Even though awareness has increased—hitting ~50 % in major markets—many consumers remain unconvinced of its value.
2. Why Travel eSIM Could Change the Game
Recent momentum around travel-oriented eSIM offerings could become the catalyst to accelerate adoption among mainstream consumers and MNOs alike.
Benefits driving change include:
- Trust in MNO brands: Consumers are more likely to purchase travel eSIMs from their trusted mobile operators versus unfamiliar MVNO travel providers.
- Clear eSIM advantages: Travel eSIM addresses one of the top complaints—“lack of clear benefit”—by offering flexibility, lower cost, and convenience for roaming use cases.
- New roaming revenue opportunities: Silent roamers and other mobile users can now connect abroad via eSIMs, enabling operators to monetise roaming in ways previously limited.
- Motivation to drive ecosystem support: As MNOs integrate eSIM into offers, they’re incentivized to streamline the user experience and support broader eSIM device availability.
In June 2025, Vodafone launched travel eSIM in over 200 countries—a symbol of a strategy shift that could unlock broader consumer uptake. Then Orange. Then Telefonica. Then…?
3. Market Growth Forecast: Strong Trajectory Ahead
According to Juniper Research, travel eSIM users are projected to grow from 40 million in 2024 to over 215 million by 2028—a 440 % increase.
This seismic shift reflects growing demand for affordable global data, simplified activation, and elimination of physical SIM logistics when traveling.
4. Risks, Strategic Trade‑Offs & how MNOs Are Responding
A key tension: travel eSIM may cannibalise traditional roaming income, which has long been a profitable segment for mobile operators.
Still, many MNOs see the bigger opportunity in “capturing a share” of travel eSIM revenue—even at lower margins—rather than ceding it entirely to MVNOs or third-party platforms.
Operators expect that bundling travel eSIM in offers can help them retain loyalty and diversify roaming-derived revenue streams—especially inbound roaming, where usage might otherwise go untapped.
5. Ecosystem Implications: Standards, Platforms & Competition
MNOs embracing travel eSIM are catalysing broader eSIM infrastructure support:
- GSMA’s eSIM Discovery (root discovery) ecosystem simplifies provisioning by enabling devices to download profiles automatically via device‑embedded eID, eliminating QR‑code friction.
- Continued rollout of GSMA’s SGP.32, SGP.31/22 specifications supports streamlined activation and scalability across devices and MNOs.
- As device OEMs or platforms (like Apple or Google) increasingly control connectivity, MNOs must lean into branded travel eSIM offerings to maintain customer control and visibility.
6. Strategic Playbook for MNOs
How operators can turn travel eSIM from a threat into an opportunity:
- Launch branded travel eSIM offers across apps, websites, or digital channels.
- Use wholesale partners to access competitive pricing and scale quickly.
- Simplify onboarding with GSMA Discovery integration and UX design to minimize friction.
- Highlight travel eSIM benefits in marketing—cost savings, no SIM swap, seamless coverage.
- Tie travel eSIM to 5G services, leveraging speed and low latency to drive adoption.
7. Outlook & Bottom Line
Consumer eSIM penetration is low—but travel use cases are carving a clear path to mainstream adoption. With trusted brands, tangible value propositions, and roaming advantages, travel eSIM is positioned to be the tipping point that finally moves the needle.
By mid‑to‑late 2025 and beyond, travel eSIM offers from MNOs could represent the defining moment for broader eSIM acceptance—and the platform through which operators secure new growth.
📌 Summary Table
| Challenge | Travel eSIM Opportunity |
|---|---|
| Low consumer awareness | MNO‑branded travel eSIM elevates visibility |
| Roaming revenue at risk | Allows capturing global usage revenue |
| Fragmented eSIM experience | GSMA Discovery simplifies onboarding |
| Device support limited | eSIM activation incentives drive OEM engagement |
Travel eSIM is more than a feature—it may well be the defining milestone in the evolution of consumer eSIM. For mobile operators willing to embrace it, this is not just differentiation—it’s a growth engine.
