How mobile network operators can win in the growing travel eSIM market

Travel eSIMs are disrupting roaming - How mobile network operators can seize the opportunity 

The global adoption of travel eSIM is driving a major shift in the roaming market, challenging traditional revenue streams but unlocking new opportunities for mobile network operators (MNOs). While third-party providers have made switching networks easier for travellers, MNOs retain unique advantages - brand reliability, established partnerships, regulatory expertise, and the ability to package value-added services. To thrive, operators must adapt rapidly by leveraging white-label eSIM platforms or forming key partnerships, enabling them to attract both outbound and inbound roamers, and recapture lost market share with innovative customer-centric offers.

Adapting to the travel eSIM disruption: strategies for MNO success

Since the smartphone began to digitize everyday objects, the SIM card has remained the cornerstone of mobile connectivity. That’s changing rapidly with the embedded SIM (eSIM), now revolutionizing the global roaming landscape. No longer confined to a plastic card, the eSIM is built directly into devices and can host multiple operator profiles, making it easy for users to switch subscriptions remotely - ideal for travel. 

Travellers’ adoption of eSIM is accelerating at an unprecedented pace. By 2028, analysts forecast over 215 million travel eSIM users globally, thanks to lower costs, spending predictability, seamless number continuity, and one-tap convenience. As a result, the travel segment has become the most disrupted by eSIM innovation, with market value expected to surge five-fold within five years. 

Competition has intensified, as independent eSIM providers offer appealing packages to savvy travellers. Yet, despite this disruption, MNOs are strategically positioned to capitalize on the shift. Their established brands inspire confidence, and global roaming partnerships can be leveraged to design competitive, trustworthy eSIM bundles. MNOs also offer inherent advantages for customers - local language support, the ability to deliver voice and SMS where alternative apps are restricted, and crucial regulatory compliance (such as eKYC) to enable hassle-free sign-ups. 

Innovative operators are already moving swiftly. Market leaders like Bouygues Telecom, Orange, and Vodafone demonstrate how to bundle flexible eSIM packages, drive awareness with effective promotions, and form local partnerships for new revenue streams - all while supporting global travellers across hundreds of destinations. 

The operational challenge for most MNOs is how best to deliver a compelling travel eSIM offering. Three main paths exist: building a solution in-house (resource-intensive and less nimble), partnering with established eSIM specialists (quick but with trade-offs in control), or purchasing a white-label eSIM management platform. The latter, exemplified by solutions like Thales Travel eSIM, balances rapid deployment, brand ownership, and ease of integration, empowering MNOs to create omnichannel travel propositions efficiently and at scale. 

Ultimately, eSIM is not just a threat, but an opportunity for MNOs willing to adapt. By leveraging trusted brands, technological innovation, and partner ecosystems, operators can transform traveller connectivity into a core revenue stream and secure their place in the global mobility future.