Roaming was one of the least loved features of the mobile industry. The moment a plane landed in a foreign country, the first instinct for many users was not to open maps or message family members, but to check whether roaming was turned off. Stories of unexpected charges circulated widely, and even as operators gradually improved transparency and pricing, a certain distrust remained embedded in the traveler experience.
As Rafael Junquera put it during the episode, people were “really pissed at roaming” because it was expensive and “not transparent.” He even recalled coming back from Mexico to find “a bill of like $300” just because he had turned it on for a while.
This context explains why the emergence of travel eSIM services has generated so much attention across the telecom ecosystem. At first glance, they appear to solve a simple problem: offering affordable data abroad without the risk of traditional roaming charges. But underneath that surface lies something much more interesting. Travel eSIMs are not only a pricing innovation; they represent a shift in how connectivity is distributed, how travelers think about mobile services, and how new digital players can participate in an industry historically dominated by mobile operators.
That broader perspective was at the center of the second episode of eSIM Talks, where Rafael Junquera, Co-Founder and Editorial Director of TeleSemana, sat down with Peter Jarich, Head of GSMA Intelligence, and Kester Mann, Director of Consumer and Connectivity at CCS Insight, to go though what is really happening in the evolving relationship between roaming, travel connectivity, and the growing ecosystem around eSIM.
The real opportunity: travelers who are afraid of using roaming
One of the most revealing points in the conversation, and one also mentioned by Chris Hills in the previous episode, is the idea that travel eSIMs may not simply be replacing traditional roaming revenue. They are also activating a segment of users that the industry had effectively lost: the silent roamers.
Silent roamers travel internationally but rarely use mobile data while abroad. Not because staying connected is unimportant to them, but because the perceived risk of roaming costs made them cautious. Instead of relying on their mobile network, they searched for Wi-Fi in hotels, cafés, or airports, often limiting their digital activity during trips. Kester Mann described it clearly: people were “going abroad and just not using their phone,” or “switching off and using public Wi-Fi.” And, as he added, “that’s not a good story for the industry.”
From an operator perspective, this behavior represented a missed opportunity. Travelers still needed internet access, but the structure of roaming offers discouraged them from using it freely. Travel eSIM services, by contrast, present connectivity abroad in a different way: as a clearly defined product that can be purchased before departure, activated easily, and monitored through a simple interface.
The result is subtle but important: instead of forcing users to calculate roaming costs in megabytes or daily passes, travel eSIM reframes the experience around predictability and control. For many travelers, that change alone is enough to transform behavior. People who previously avoided mobile data abroad may now feel comfortable staying connected throughout their trip.
Peter Jarich summarized the appeal in very simple terms: “It’s simplicity.” More specifically, he argued that what travel eSIM is really bringing to the market is “simplicity and control.”
In that sense, the travel eSIM market is not just redistributing existing telecom revenue. It is also unlocking new usage patterns that were previously suppressed by pricing complexity and uncertainty, and that was clearly one of the takeaways from this second episode.
Internet is becoming part of the travel experience
Another important dynamic highlighted during the discussion is the way travel eSIM is gradually shifting how connectivity is positioned in the traveler journey.
Historically, roaming was simply an extension of the user’s domestic mobile subscription. If you were an operator’s customer at home, that operator was automatically responsible for connecting you abroad. The service remained tied to the home network relationship, even when the user traveled thousands of kilometers away.
But travel eSIM breaks that assumption, turning connectivity into something travelers can choose independently, much like booking accommodation, insurance, or airport transfers. And even though this might seem like a small shift, it has strategic implications for the industry.
Once connectivity becomes a digital service that can be activated remotely, new players can enter the market without building traditional telecom infrastructure. Digital-first companies can design mobile experiences focused specifically on travel, embedding connectivity into apps and platforms that travelers already use.
As Peter Jarich noted during the episode, travel eSIM is moving toward “a standalone service, as opposed to an add-on or embedded service.” That distinction matters. Once connectivity becomes software, it stops being something that must be physically delivered and becomes something that can be provisioned instantly.
Too many eSIMs: The war among so many players
The flexibility created by eSIM technology has naturally led to a surge of new providers offering travel connectivity services. Analysts estimate that dozens of travel eSIM brands have appeared in recent years, each promising similar advantages: global coverage, easy activation, and predictable pricing.
This rapid expansion raises an inevitable question about differentiation. If most providers offer comparable connectivity packages, what will determine which companies succeed in the long term?
Peter Jarich and Kester Mann agree on one thing: brand recognition and user experience. Travelers often make connectivity decisions quickly, sometimes just hours before departure. In those situations, several things matter, and familiarity is one of them. If a traveler has already installed an app and had a positive experience during a previous trip, that service is likely to become the default option for future journeys.
Rafael Junquera explained this point especially well when speaking about Holafly. In his words, it had already become “the default.” He said he did not “need to look for anything else” because he already knew how the application worked, had it installed, and did not see the point of searching for another provider just to save a little more.
That is one of the most important dynamics in this market. The first provider that earns trust and makes the process easy can quickly become the traveler’s habitual choice.
At the same time, there is a second important factor: switching between providers remains relatively easy, as travel eSIM services rarely lock users into long-term commitments. This creates a market where customer loyalty is less about contractual obligations and more about convenience and trust.
Kester Mann was also very direct about where this may lead. “I don’t think all of them are going to survive,” he said. “In fact, I know they won’t.”
For brands, this means the competitive advantage may come not only from pricing, but from how they differentiate from other brands: some through unlimited data, others through global plans, voice and SMS options, or even family packs, as mentioned during the episode. As Jarich put it, “that differentiation is going to be key.”
Mobile operators want a piece of the cake
While travel eSIM providers have captured significant attention, the episode also highlighted how traditional mobile operators are beginning to adapt. Some operators have introduced their own travel eSIM offerings, while others are revisiting roaming packages to remain competitive.
This response reflects a broader recognition that the historical roaming model may need to evolve. The success of travel eSIM services demonstrates that travelers value transparency and control as much as they value connectivity itself. Operators that can incorporate those qualities into their offerings may find new ways to compete in this changing landscape.
Kester Mann noted that operators are already becoming “a little bit more competitive on roaming,” while “one or two are developing their own travel rates and services.” He pointed out that this is creating “a really interesting kind of mix now” in this part of the market.
At the same time, the underlying networks operated by carriers remain essential to the ecosystem. Travel eSIM providers ultimately rely on agreements and partnerships with network operators to deliver coverage in different countries, so at the end of the day the relationship between new digital players and traditional telecom infrastructure remains deeply interconnected.
Rather than replacing operators entirely, the emerging travel connectivity market may create a more layered ecosystem where different types of companies contribute distinct pieces of the value chain. But they all ultimately want the same thing: making connectivity abroad easier to understand, easier to buy, and easier to use.
The next stage: beyond connectivity
Looking ahead, one of the most intriguing possibilities discussed in the episode is how travel eSIM services might evolve beyond basic connectivity.
Today, most travel eSIM offerings focus on delivering reliable mobile data abroad. But once a provider becomes part of the traveler’s digital journey, additional opportunities emerge. Connectivity platforms could potentially integrate travel-related information, alerts, or services that help travelers navigate unfamiliar destinations.
For example, contextual notifications about local conditions, transport disruptions, or security recommendations could add value beyond the core connectivity product. Such features would transform travel eSIM services from simple data providers into broader travel companions.
This connects with another idea raised in the discussion: if travel eSIM becomes integrated into airlines, fintech apps, booking platforms, or broader travel packages, it may stop being just a last-minute connectivity purchase and become part of the travel experience itself.
Of course, these possibilities also raise questions about data usage and privacy. As companies explore ways to personalize traveler experiences, maintaining transparency and user trust will remain critical. The challenge will be finding the right balance between useful assistance and intrusive digital noise.
A small technology with a large impact
What becomes clear from the discussion in eSIM Talks Episode 2 is that travel connectivity is entering a period of experimentation, but roaming as we know it is definitely coming to an end. The transition from physical SIM cards to eSIM, that we covered in the first episode, has removed many of the logistical constraints that once defined the telecom industry, so new business models are emerging, new partnerships are forming, and the boundaries between telecom, travel, and digital platforms are becoming increasingly fluid.
For travelers, the immediate benefit is simple: connectivity abroad is becoming easier and more predictable. But behind that simplicity lies a deeper transformation of the telecom ecosystem.
There are still barriers to adoption, of course. Smartphone compatibility, consumer awareness, and confidence with installation all remain important. As the guests pointed out, many users still need education and reassurance before eSIM can become truly mainstream. But the direction of travel is increasingly clear.
Roaming, once seen as a niche feature of mobile subscriptions, is now part of a broader conversation about how connectivity can be delivered, packaged, and experienced in a digital-first world. And as the travel eSIM market continues to evolve, the most interesting developments may not be visible to travelers at all, but rather in the strategic decisions being made across the industry.
