Screening consumer behaviour for smartphones: device replacement, purchasing criteria and brand loyalty

This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting momentum behind travel eSIM; new players launching eSIM-only MVNO services; operator efforts to expand eSIM use cases beyond smartphones; and operators using eSIM to target inbound travellers, including enriching connectivity with benefits that improve the wider visitor experience.

With eSIM adoption finally accelerating, 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 the commercialisation of eSIM consumer devices by OEM brand and type of device; countries and MNOs that have launched commercial eSIM service for smartphones; and a consumer adoption forecast for eSIM in the smartphone market to 2030.

Apple held its Surprise and Shine event earlier this month, unveiling its latest range of devices. The standout was the much-anticipated foldable iPhone Duo, combining top-end specifications with what appeared to be a refined user experience. In this report, we dissect Apple’s new product developments and innovations from the event while assessing what they mean for the wider mobile industry.