Operators should learn from their late response to travel eSIM specialists as new digital rivals emerge

Mobile network operators (MNOs) have an important lesson to learn from the rise of travel eSIM service providers: they need to act faster to keep their services competitive, rather than wait until new rivals establish significant scale. This is increasingly important as they face growing competition from digital-first brands entering the mobile market.

Many operators launched travel eSIM services in 2025 and 2026. Deutsche Telekom is the latest operator to enter the market with T-Travel, joining a growing list of operators offering dedicated eSIM solutions for travellers.

These launches came after specialist providers had already gained significant scale. Operators’ reluctance to undermine roaming revenue may have contributed to this slow response, making it harder for them to compete effectively.