Mobile advertising gets real

Global Mobile Trends 2026 highlights the opportunities and innovations ahead, as well as the challenges facing the mobile industry and beyond. Covering topics including AI, 5G, autonomous networks, devices, security, quantum, satellites, energy innovation and eSIM, the report focuses on what matters in 2026 and the implications for the industry. The latest edition of Global Mobile Trends delivers expert insights into the key trends that will define the mobile ecosystem in 2026 and beyond. Backed by GSMA Intelligence’s industry-leading research and data, the report provides an authoritative look at the forces shaping the next wave of connectivity and innovation.

Initially deployed for niche use cases, the entitlement server (ES) has expanded to become the intermediary between mobile network infrastructure and the universe of devices. It authenticates a number of services, including RCS messaging, eSIM, network slices and satellite connectivity. The investment logic for the ES is strengthened by clear cost savings and revenue opportunities post deployment. Operators should consider a strategy for monetisation and identity management based on ES deployment.

The mobile industry underpins global connectivity, enabling seamless communication, real‑time data exchange and an expansive ecosystem of consumer and enterprise applications. While extending ubiquitous connectivity through advanced 4G and 5G networks remains a core priority, the industry is also entering a new era shaped by intelligent, adaptive and value‑added digital services. This shift is being enabled by next‑generation mobile networks, such as 5G standalone architectures, and the rapid integration of AI and other transformative technologies across consumer applications and enterprise solutions.