eSIM and MVNOs: Readiness and Reality

eSIM is moving from supporting role to default expectation. As leading device makers treat embedded connectivity as standard rather than optional, activation shifts from plastic cards to software flows. For MVNOs, this change compresses onboarding times, reduces logistics, and broadens the canvas for digital service delivery—while simultaneously raising the bar on experience quality, compliance, and systems readiness.

Apple’s decision to ship iPhones without a SIM tray in some markets set the tone, and its continued global push signals how quickly consumer norms can change once a major OEM commits. Samsung’s broad portfolio support reinforces that this is not a single-brand experiment but a platform trend across price tiers. The direction is clear, even if the pace varies by country. In some regions, regulatory frameworks and operator readiness slow the transition; in others, digital identity and remote provisioning are already familiar. MVNOs will need to read these differences carefully and plan for an uneven path to ubiquity.

The upside for MVNOs starts at the very first touchpoint with a customer. When activation happens in software, discovery, identity verification, payment, and service start can sit inside one cohesive journey. Fewer physical steps mean fewer points of failure, lower distribution cost, and a more modern first impression that feels closer to signing up for a digital service than purchasing a utility. That same software-centric model also opens doors: travelers can provision short-term access without hunting for a store, dual-line users can add a data plan alongside an existing number, and enterprises can think about deploying fleets with far less friction. None of these possibilities are new in concept; what eSIM does is remove the dependency on a piece of plastic that used to slow them down.

The challenges are just as real. When joining becomes simple, switching becomes simpler; MVNOs should expect more trial behavior and a faster cadence of plan changes. Retention, therefore, shifts from postpaid inertia to in-life value that is visible and timely. Regulation also carries more weight in the eSIM era. Markets differ on what constitutes acceptable digital KYC and how identity checks should be performed. Meeting the letter of the law without breaking the flow requires careful design and the ability to adapt process by market. And behind the scenes, legacy systems that were built around batch processes and physical logistics can struggle to deliver “minutes, not days” activation. If the last mile of provisioning, charging, and support cannot keep pace, the promise of eSIM quickly unravels for the customer.

This is why the conversation inevitably turns to BSS readiness. eSIM is not merely a hardware shift; it is an orchestration challenge. MVNOs benefit from platforms that can coordinate remote provisioning, identity decisioning, number assignment, charging, and care in real time, and that can represent these steps clearly in the customer experience. The goal is not to bolt on another checkbox, but to make eSIM an integral part of a digital-first operating model. Hints of readiness include the ability to start and complete activation within a single session, to handle device changes and profile recovery without agent intervention, and to reflect plan changes immediately and transparently. These are signals that the underlying systems can keep up with customer expectations set by modern apps and device setup flows.

Measuring progress helps keep the transformation grounded. MVNOs that track the time from purchase to first usable data, observe how often identity checks complete on the first pass, and watch early retention around the first month will see sooner where the experience is working and where it creates friction. Likewise, monitoring how many lifecycle events—like re-downloading a profile or moving to a new handset—are resolved through self-service offers a practical read on operational maturity. None of this prescribes a go-to-market tactic; it simply provides a way to assess whether the shift to embedded connectivity is translating into better outcomes.

Regional and partner realities will continue to shape the roll-out. In some countries, maintaining a small physical SIM footprint may remain prudent for now; in others, a gentle nudge toward digital can accelerate adoption without alienating customers who prefer familiar steps. Across the board, clear guidance for different device families and straightforward paths for account recovery reduce support load and build confidence. The steadier the handoff between device setup and MVNO app, the smoother the customer’s first minutes on network.

Looking out over the next few years, physical SIMs will not vanish overnight, but the trajectory is set. As Apple, Samsung, and other OEMs normalize eSIM across their lineups, differentiation for MVNOs will rely less on distribution footprint and more on the quality of their digital experience and the agility of their systems. Treating eSIM as a platform capability rather than a feature—something woven through onboarding, service management, and care—positions MVNOs to benefit from the shift without overpromising or over-engineering.

In the end, when the plastic disappears, what remains is the clarity of the customer journey and the strength of the systems that support it. MVNOs that align those two elements—patiently, pragmatically, and with respect for local constraints—will be well placed to navigate the eSIM era.