The Roaming Model Is Changing
International travel is no longer a premium activity. Mobile users now expect the same level of simplicity and transparency abroad as they do at home.
Traditional roaming models have not kept pace. Confusing pricing, unclear coverage, and inconsistent activation frustrate users. In response, more travelers are choosing retail eSIM services that offer clear plans, lower costs, and instant app-based activation.
According to Kaleido Intelligence, global retail eSIM usage is projected to grow significantly through 2025, with travel-related eSIM spend expected to exceed $10 billion USD by 2026 [1]. Operators that do not adapt risk losing both revenue and long-term customer engagement.
The Threat Is Clear: Losing the Customer Relationship
When subscribers activate a retail eSIM while traveling, their primary operator loses more than traffic. They lose visibility during a critical touchpoint in the customer journey. Without a compelling roaming experience, the operator is no longer part of that moment.
Doing nothing risks losing the entire customer relationship over time.
What Today’s Travelers Expect
Customers want international mobile service to be just as easy as domestic use. They expect:
- Simple setup through QR code or mobile app
- Flat-rate data plans with clear usage limits
- No bill shock or hidden fees
- Transparent coverage maps with listed countries
- Tax-inclusive pricing
- Easy cancellation or automatic expiration
Retail eSIM offerings meet these expectations by default. Operators must offer the same clarity and convenience to stay competitive.
What Good Looks Like
Operators that retain customers while they travel prioritize ease of use and transparency. Key features include:
- Instant eSIM activation through app or QR code
- Live data meters showing real-time usage
- Travel passes with defined validity and regional coverage
- Proactive alerts when connecting to non-partner networks
- Automatic switch-back to the home profile after return
These features eliminate friction and help operators remain trusted connectivity providers, even when the customer is on another network.
How to Deliver It: Automation and Smart Messaging
Providing a better roaming experience is not only about pricing. It also depends on how well the operator communicates and guides the customer.
With the right tools, operators can:
- Send welcome SMS messages when roaming begins
- Deliver setup instructions or eSIM activation tips
- Trigger usage alerts as data is consumed
- Notify users when roaming on a non-preferred network
- Offer return-to-home guidance once the trip ends
These interactions build confidence and reduce support volumes. When automated, they create a seamless customer experience that scales.
The Market Momentum Is Real
Analyst forecasts show continued growth in eSIM travel usage through 2030 [1][2]. As more devices shift to eSIM-only support, users are demanding remote activation, flexible plans, and app-based control.
Operators that respond with clear offers and well-executed onboarding journeys can win back the roaming moment. Those that delay risk being replaced by third-party alternatives.
Learn More
Travelers are not asking for special treatment. They want their mobile service to work wherever they go, without confusion or complexity. Operators and MVNOs that deliver a smooth, predictable experience can retain both trust and revenue.
Enghouse Networks helps operators achieve this by providing:
- Automated activation journeys for eSIM and travel passes, including welcome messages and installation tips
- Proactive customer messaging across SMS, RCS, and in-app notifications, such as real-time usage alerts or non-preferred network warnings
- Policy enforcement and signaling firewalls to detect network changes, apply rules, and trigger customer notifications automatically
- Support load reduction through automated onboarding, usage alerts, and troubleshooting messages, resulting in fewer calls to the contact center
For MVNOs, Enghouse also provides a flexible MVNO platform that makes it easier to launch travel passes, branded eSIM offers, and regional roaming products without replacing core systems. This gives smaller operators and new entrants the same capabilities as large carriers, helping them stay competitive in a rapidly changing market.
By combining these capabilities, Enghouse enables operators and MVNOs to deliver a travel experience that matches the convenience of retail eSIM services. This protects both revenue and brand loyalty as customer expectations continue to rise.
To learn how Enghouse can support your roaming and eSIM strategy, contact us to speak with our telecom solutions team.
