Operator retail strategies for stores, omnichannel and devices: key survey findings
Access this insight with a Premium plan. Contact our sales team to get started.
Report details
Operator retail strategies for stores, omnichannel and devices: key survey findings
Debates about the future of retail stores have been amplified by the Covid-19 pandemic. This is true for all industries, not just telecoms. Consumers have come to expect omnichannel journeys; operators need to be aiming for these to attract and retain customers. While the shift in purchases to online channels will keep growing, telco retail operations will continue to maintain a core store presence to engage on a personal level, delivering enhanced experiences tailored to customer needs.
In October 2021, GSMA Intelligence surveyed 100 telecoms retail professionals from operators around the world to understand their views on the current and future shape of operator retail strategies. The goal was to better understand (and compare) how operators are evolving their retail strategies across a range of areas including retail stores, omnichannel practices, distribution, devices and sustainability. The accompanying dashboard provides all the relevant survey data, including data by region and operator size.
Report details
Operator retail strategies for stores, omnichannel and devices: key survey findings
Related research
Industry Checkpoint: consumer eSIM, Q1 2026
This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: how eSIM-only and China’s eSIM launch are two factors that could accelerate consumer adoption of eSIM; how new customer propositions and offerings are taking travel eSIM to the next level; how eSIM is tapping into new categories of emerging consumer devices while driving new bundling approaches; and how eSIM is enabling a better blend of connectivity and entertainment experiences in sport.
Consumer eSIM: device and MNO service trackers, and 2030 adoption forecast, Q1 2026
With eSIM penetration in the consumer market set to double in 2026, and double again in 2027, this tracker provides data that operators, OEMs, eSIM vendors and other companies involved in the eSIM value chain, can use to formulate or adjust eSIM commercial strategies and offers. It covers three main areas: the commercialisation of eSIM consumer devices by OEM brand and type of device (smartphone, tablet and smartwatch); countries and MNOs that have launched commercial eSIM service for smartphones; and a consumer adoption forecast for eSIM in the smartphone market to 2030 (global and regional figures).
Global Mobile Trends 2026
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.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Industry Checkpoint: consumer eSIM, Q1 2026
This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: how eSIM-only and China’s eSIM launch are two factors that could accelerate consumer adoption of eSIM; how new customer propositions and offerings are taking travel eSIM to the next level; how eSIM is tapping into new categories of emerging consumer devices while driving new bundling approaches; and how eSIM is enabling a better blend of connectivity and entertainment experiences in sport.
Consumer eSIM: device and MNO service trackers, and 2030 adoption forecast, Q1 2026
With eSIM penetration in the consumer market set to double in 2026, and double again in 2027, this tracker provides data that operators, OEMs, eSIM vendors and other companies involved in the eSIM value chain, can use to formulate or adjust eSIM commercial strategies and offers. It covers three main areas: the commercialisation of eSIM consumer devices by OEM brand and type of device (smartphone, tablet and smartwatch); countries and MNOs that have launched commercial eSIM service for smartphones; and a consumer adoption forecast for eSIM in the smartphone market to 2030 (global and regional figures).
Global Mobile Trends 2026
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.
- 200 reports a year
- 50 million data points
- Over 350 metrics