For users, eSIMs promise simplicity. Profiles are embedded in devices and downloaded digitally, so activating a plan, switching carriers or moving between networks takes minutes rather than days.

The advantage of this is clearest for frequent travellers, who can easily connect to local networks, avoiding steep roaming charges, without having to hunt for a SIM vendor. However, everyday users also benefit from this flexibility, gaining the freedom to switch providers or adjust their plans as they want.

Furthermore, as a digital asset, eSIMs reduce the material footprint, waste and carbon emissions associated with physical SIM production and distribution.

Due to these consumer and environmental benefits, the adoption of eSIMs by the mobile industry is rapidly growing. According to GSMA Intelligence, as of 2024, more than 400 network operators worldwide support eSIM technology. Also, in the coming months, Apple is set to launch the iPhone 17 Air, which is expected to come with eSIM functionality built in as standard. This would be the first eSIM-only model since the iPhone 15, which did away with SIM cards for US consumers — and the first time we’d see an eSIM-only model in Europe.

However, despite this, the adoption of eSIMs by consumers globally continues to lag.

Understanding the adoption gap

eSIM adoption among consumers has been slower than expected. Many users report encountering friction when activating eSIMs, switching carriers or managing multiple profiles. This is partly because network providers treated eSIM as a bolt-on feature rather than an opportunity to redesign their service models.

Rather than creating processes that accommodate digital flexibility, carriers adapted existing SIM workflows, resulting in fragmented systems, inconsistent activation and limited support. Approximately 40 per cent of consumers don’t feel confident in activating an eSIM on their own, highlighting that the process can be confusing or unreliable, which discourages widespread uptake.

Operational challenges aren’t the only barrier. Regulatory and geopolitical factors also play a role.

In July 2025, Turkey banned the use of eSIMs in mobile devices, citing limited regulatory oversight as a cause of national security concerns. Other countries, including India, China and the United Arab Emirates, have also introduced restrictions related to data sovereignty, infrastructure requirements and protection of telecom revenues. These measures don’t block eSIM use entirely, but they create a complex and inconsistent environment that makes it harder for consumers to adopt seamlessly.

With both technical hurdles and regulatory fragmentation, the challenge isn’t whether eSIM adds value, but how the industry can make it accessible and easy for everyday users.

Driving adoption

Unlocking the full potential of eSIMs requires more than just technological improvements; it calls for a shift in how the industry approaches users.

Carriers and manufacturers must focus on creating a seamless, intuitive experience, rather than treating eSIM as a bolt-on feature. This begins with rethinking service models from the ground up, designing processes around digitally-first flexibility rather than forcing new technology into legacy workflows.

Operational systems are key to making adoption effortless. Automated provisioning, smooth integration with billing and support and real-time updates across devices and profiles ensure reliability and scalability. With these foundations in place, onboarding becomes fast and intuitive, activation is frictionless and multi-profile management is truly seamless.

But refining eSIM technology alone won’t drive widespread adoption. To mitigate geopolitical hurdles, closer collaboration is necessary among regulators, network operators and device manufacturers. Clear technical standards, transparent governance and harmonised frameworks are essential to address security concerns, protect revenue models and ensure devices and networks can work seamlessly across borders.

eSIM technology has the power to reinvent mobile connectivity, offering greater flexibility and simplicity. However, these benefits will only reach consumers through investments in seamless activation processes, robust operational systems and coordinated collaboration across carriers, device makers, and regulators. Only by addressing these barriers can eSIMs truly be seamless, reliable and accessible to all users.