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市場調查報告書
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1844033

西歐消費者eSIM市場成長機會，2024-2026年

Growth Opportunities in Western Europe Consumer eSIM Market, 2024-2026
出版日期: | 出版商: Frost & Sullivan | 英文 19 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

eSIM 設備和數位體驗推動轉型成長，受多 SIM 卡設備、跨境旅客和通訊業者推動數位優先體驗的推動

西歐的消費級 eSIM 市場快速成長，但距離大規模普及仍有數年時間。智慧型手機推動 eSIM 的普及。雖然現在大多數智慧型手機都支援 eSIM，幾乎所有主要通訊業者都提供 eSIM 服務，但設備功能與可用的eSIM 套餐之間仍然存在巨大差距。

Frost & Sullivan 預測，相容於 eSIM 的iPhone 的廣泛普及將加速西歐對 eSIM 的採用。

本研究分析了西歐消費級 eSIM 卡市場的規模，並以2024年為基準年，預測了2024年至2026年累計行動用戶數（活躍連線數）。市場也依技術類型細分：eSIM 卡和傳統 SIM 卡。

檢驗了關鍵的市場促進因素和限制因素、eSIM 技術趨勢、用例和成長機會。

策略要務包括顛覆性技術的興起，支援 eSIM 的設備進入市場，後付費 eSIM 計劃作為一種創新經營模式的日益普及，以及來自傳統通訊業者與瞄準 eSIM 市場的MVNO 共存的競爭日益激烈。

最後，報告概述了歐洲消費者 eSIM 市場的成長機會。

分析範圍

  • 本研究重點在於西歐消費者 eSIM 市場和趨勢，目的是提供西歐消費者嵌入式 SIM（eSIM）市場的詳細視角。
  • 本報告涵蓋了企業對消費者（B2C）和企業對企業（B2B）細分市場（不包括 M2M/物聯網（IoT））的市場規模和累積行動 eSIM 卡訂閱佔有率。此外，本報告還提供了對支援 eSIM 的設備市場的定性洞察，包括：
  • 西歐採用 eSIM 智慧型手機的技術趨勢
  • 影響西歐消費者 eSIM 市場的促進因素與限制因素
  • 支持 eSIM 的設備市場的成長機會
  • 在本研究中，行動用戶是指在行動網路上運行用於語音、簡訊或資料的唯一用戶識別模組（SIM）或 eSIM。累積行動用戶是指透過行動線路識別的使用行動服務（B2C 或 B2B）且在過去 12個月內至少撥打或接聽過一次通訊的用戶總數，包括西歐消費者 eSIM 市場。

促進因素

  • eSIM 活化的全數位化體驗：線上 eSIM 活化現已超越店內活化。提供數位化購買體驗的通訊業者的eSIM 採用率往往高於致力於零售的傳統通訊業者。這一趨勢對於西歐消費者 eSIM 市場尤其重要。
  • 雙卡雙待選項的興起以及蘋果轉向僅支援 eSIM 的設備：雙卡雙待（實體 SIM 卡 + eSIM 卡）智慧型手機的受歡迎程度持續成長，尤其是在數位遊民、專業人士和注重成本的用戶群體中。蘋果預計將在歐洲推出僅支援 eSIM 的設備，這可能會加速西歐消費者 eSIM 市場的普及，而來自三星和小米等品牌的激烈競爭可能會促使用戶選擇雙卡雙待選項。
  • 營運商主導的推廣和客戶教育工作：歐洲通訊業者積極推廣 eSIM 套餐和優惠，提升 eSIM 設備市場吸引力。主要優惠包括旅行套餐、專屬折扣、QR碼即時啟動以及多國支援。
  • 安全性更高：eSIM 具有內建的安全優勢：其防篡改硬體使克隆變得困難，營運商可以遠端停用被盜的eSIM 設定文件，加密可以保護用戶身份和憑證，這使其成為西方消費者 eSIM 市場的重大勝利。
  • 多 SIM 卡功能：設備可以儲存和管理多個設定文件，讓使用者能夠分別維護工作、個人和旅行線路。許多用戶在家時使用傳統 SIM 卡，旅行時使用 eSIM 卡，這推動了 eSIM 智慧型手機在西歐的普及。
  • 為國際旅客提供便利且靈活的旅遊體驗：MNO（Vodafone、Orange、Telefonica、Swisscom、Telenor）和第三方營運商（Airolo、Holafly）為遊客和短期旅客提供 eSIM 套餐。這些套餐提供覆蓋歐洲各地的行動資料和通話服務，免漫遊費，並支援透過QR碼即時啟用。

成長限制因素

  • 許多通訊業者尚未配備支援 eSIM 的設施：部署 eSIM 需要通訊業者升級其 IT 系統、流程和基礎設施。他們必須投資平台升級，以支援 eSIM 管理系統（例如授權伺服器），並透過QR碼、身份驗證和即時配置實現數位化入網，這阻礙了西歐消費者 eSIM 市場的發展。
  • 傳統通訊業者抵制消費者採用 eSIM：傳統行動網路業者（MNO）不願鼓勵 eSIM 遷移，擔心這會增加客戶更換業者的自由度，導致解約率上升。相較之下，行動虛擬網路營運商（MVNO）則積極擁抱 eSIM，並以精簡的數位體驗吸引 eSIM 裝置市場的使用者。
  • 認知與理解：消費者對 eSIM 的了解有限，阻礙了西歐消費級 eSIM 市場的普及。通訊業者和製造商需要清楚傳達 eSIM 的優勢，並簡化普及流程。
  • 行為慣性阻礙了 eSIM 的普及：消費者仍然依賴實體 SIM 卡，因為他們熟悉實體 SIM 卡且認為實體 SIM 卡使用方便，導致西歐消費者 eSIM 市場對包括 eSIM 在內的新技術產生抵觸情緒。供應商可以透過清晰地傳達 eSIM 的優勢並確保無縫過渡來解決這個問題。
  • 設備相容性：設備相容性仍然是個挑戰。較新的設備支援 eSIM，但較舊的型號不支援。隨著支援 eSIM 和僅支援 eSIM 的設備越來越普及，預計支援 eSIM 的設備市場中的這一差距將會縮小。
  • 安全隱患：儘管 eSIM 卡有許多優勢，但一些用戶仍然對其安全性存疑，因為他們擔心潛在的遠程攻擊，以及缺乏對卡片的可見性和控制力。供應商需要解決這些問題，並向消費者普及 eSIM 卡的內建安全功能，例如身分驗證和加密，尤其是在西歐消費 eSIM 卡市場。

顛覆性技術

為什麼

在歐洲，支援 eSIM 的消費性裝置（包括智慧型手機、穿戴式裝置、平板電腦和筆記型電腦）的數量不斷成長。根據 GSMA 預測，到2024年，將有超過 271 種支援 eSIM 的消費設備上市，其中智慧型手機將佔據支援 eSIM 的設備市場的最大佔有率。

Frost的觀點

蘋果推出僅支援 eSIM 卡的智慧型手機，可望加速西歐消費級 eSIM 卡市場的成長。隨著未來兩到三年內僅支援 eSIM 卡的智慧型手機在歐洲的商用，隨著越來越多的消費者採用 eSIM資訊服務，預計市場將迅速擴張。

創新經營模式

為什麼

後付費 eSIM 方案在歐洲越來越受歡迎，各大通訊業者紛紛推出針對西歐消費者 eSIM 市場的配套服務。同時，一些通訊業者也推出了預付或無合約 eSIM 套餐，主要針對學生、旅客和遠距工作者等數位原民。

Frost的觀點

未來五年，預付和後付費方案可能會並存，以滿足eSIM設備市場客戶的多樣化需求。旅遊業發達的國家可能會優先考慮預付或靈活套餐，而擁有大量居住和商業人口的國家則將優先考慮後付費服務。

競爭激烈程度

為什麼

目前，Deutsche Telekom、Orange、Vodafone等傳統通訊業者引領著歐洲 eSIM 市場，然而，MVNO 透過提供靈活、實惠和創新的eSIM 服務成為強大的挑戰者，促進了西歐消費者 eSIM 市場的成長。

Frost的觀點

未來兩到五年，通訊業者可能會推出以行動虛擬網路營運商（MVNO）形式營運的二次性品牌，以具有競爭力的eSIM 產品服務於細分市場。隨著競爭加劇，市場參與企業需要透過個人化服務、定價策略和有針對性的用例，在支援 eSIM 的設備市場中脫穎而出。

區隔

人類SIM卡

傳統SIM卡

  • 使用實體 SIM 卡的行動連線儲存合約資訊和行動電話號碼。
  • 有效線路意味著SIM 卡已在網路上註冊，可以使用語音、文字和資訊服務。
  • 個人和企業使用這些線路進行個人和商業通訊。
  • 不包括 M2M 連線。

eSIM

  • 在這一領域，行動連線使用 eSIM 而不是實體 SIM 卡，這對西歐消費者 eSIM 市場非常重要。
  • 用戶可以在他們的設備上下載和管理多個通訊業者配置文件，這是 eSIM 智慧型手機趨勢的共同趨勢。
  • 活動線路是已下載、啟動並用於網路上的語音、文字和資訊服務的eSIM 設定檔。
  • 個人和企業使用這些線路進行個人和商業通訊。
  • 不包括 M2M 連線。

目錄

調查範圍

  • 分析範圍
  • 定義
  • 區隔
  • eSIM 消費者區隔市場概覽
  • eSIM技術趨勢
  • eSIM 科技趨勢 – 消費者領域
  • eSIM 的潛在用例 - 消費者區隔市場
  • 蘋果2025年的eSIM 專屬策略：機會與擔憂
  • 通訊業者為 Apple 智慧型手機提供特定國家/地區的eSIM資料方案

戰略問題

  • 為何成長變得越來越困難？
  • The Strategic Imperative 8（TM）
  • 三大策略要務對消費者 eSIM 產業的影響

成長機會分析

  • 成長指標
  • 成長動力
  • 成長抑制因素
  • 各SIM卡類型累積行動合約數量
  • 預測分析

成長機會宇宙

  • 成長機會 1：數位優先計畫和在客戶註冊時推廣 eSIM
  • 成長機會 2：與 OEM 合作，確保 eSIM 認證、設備相容性和多設備功能
  • 成長機會 3：進行多通路教育宣傳活動，提高消費者意識和 eSIM 的採用率

附錄與後續步驟

  • 成長機會的益處和影響
  • 後續步驟
  • 附表
  • 免責聲明
簡介目錄
Product Code: MHB6-67

eSIM Devices and Digital Experiences Propel Transformational Growth Fueled by Multi-SIM Capable Devices, Cross-Border Travelers, and Telco's Promoting Digital-First Experiences

The consumer eSIM market in Western Europe is growing rapidly, though mass adoption remains several years away. Smartphones are the primary driver of eSIM adoption by volume. While most smartphones now support eSIM and nearly all major operators offer eSIM services, a large gap remains between device capability and active eSIM plan usage.

Frost & Sullivan expects eSIM penetration in Western Europe to accelerate once eSIM-only iPhones become widely available.

This study analyzes the market size of the consumer eSIM segment in Western Europe, providing a forecast of cumulative human mobile subscriptions (active connections) from 2024 to 2026, with 2024 as the base year. It segments the market by technology type-eSIM and traditional SIM cards.

The report also examines key market drivers and restraints, eSIM technology trends, use cases, and growth opportunities.

Strategic imperatives include the rise of disruptive technologies as more eSIM-capable devices enter the market; the growing popularity of postpaid eSIM plans as innovative business models; and increasing competitive intensity, with traditional telcos coexisting alongside MVNOs targeting eSIM niche markets.

The study concludes by outlining growth opportunities in the European consumer eSIM landscape.

Scope of Analysis

  • This study aims to provide a detailed perspective of the embedded SIM (eSIM) consumer market in Western Europe, focusing on the Western Europe consumer eSIM market and its trends.
  • It includes market sizing and share of cumulative human mobile eSIM subscriptions across business-to-customer (B2C) and business-to-business (B2B) segments, excluding machine-to-machine (M2M)/Internet of Things (IoT). In addition, the report provides qualitative insights on the eSIM-enabled device market, including:
  • Technology trends related to the eSIM smartphone adoption trends Western Europe
  • Market drivers and restraints that affect the Western Europe consumer eSIM market
  • Growth opportunities within the eSIM-enabled device market
  • The study defines a mobile subscription as a unique subscriber identity module (SIM) or eSIM that operates on a mobile network for voice, SMS, or data. Cumulative human mobile subscriptions refer to the total number of subscribers-identified by their mobile lines-who have used mobile services (B2C or B2B), including those in the Western Europe consumer eSIM market, and made or received at least 1 communication within the past 12 months.

Growth Drivers

  • Full Digital Experience for eSIM Activation: Online eSIM activations now surpass those in physical stores. Operators that offer a digital purchase experience tend to report higher eSIM penetration than traditional carriers focused on retail outlets. This trend is especially relevant in the Western Europe consumer eSIM market.
  • Increasing Dual-SIM Options and Apple's Shift to eSIM-Only Devices: Dual SIM (physical + eSIM) smartphones continue to grow in popularity, especially among digital nomads, professionals, and cost-conscious users. Apple's expected launch of eSIM-only devices in Europe may accelerate adoption in the Western Europe consumer eSIM market, but strong competition from brands like Samsung and Xiaomi may lead users to prefer dual SIM options.
  • Carrier-Led Push and Customer Education Efforts: European carriers are actively promoting eSIM plans and benefits, making them more attractive in the eSIM-enabled device market. Key offers include travel-specific packages, exclusive discounts, instant QR code activation, and multi-country coverage.
  • Improved Security: eSIMs offer built-in security advantages. Their tamper-resistant hardware makes cloning difficult, and carriers can remotely disable stolen eSIM profiles. Encryption protects user identity and credentials, a significant benefit for the Western Europe consumer eSIM market.
  • Multi-SIM Capability: Devices can store and manage multiple profiles, enabling users to maintain separate lines for work, personal use, or travel. Many use a traditional SIM for local plans and an eSIM when traveling, contributing to eSIM smartphone adoption trends Western Europe.
  • Convenience and Flexibility for International Travelers: MNOs (Vodafone, Orange, Telefonica, Swisscom, Telenor) and third-party providers (Airolo, Holafly) offer eSIM plans for tourists and short-term travelers. These plans provide mobile data and calling across Europe, avoid roaming charges, and support instant activation via QR codes.

Growth Restraints

  • Many Operators Lacking Full Readiness to Support eSIM: Implementing eSIM requires Telcos to upgrade IT systems, processes, and infrastructure. They must invest in platform upgrades that support eSIM management systems (e.g., Entitlement Servers) and enable digital onboarding through QR codes, ID verification, and instant provisioning, hindering the Western Europe consumer eSIM market.
  • Resistance to Adopt Consumer eSIM by Traditional Telcos: Traditional MNOs hesitate to incentivize eSIM migration, fearing increased customer freedom to switch operators, which may raise churn. In contrast, MVNOs use eSIM to attract users with streamlined digital experiences targeted at the eSIM-enabled device market.
  • Awareness and Understanding: Limited consumer understanding of eSIM hinders adoption in the Western Europe consumer eSIM market. Carriers and manufacturers must clearly communicate eSIM's benefits and simplify the onboarding process.
  • Resistance to eSIM Adoption Due to Behavioral Inertia: Consumers remain attached to physical SIM cards due to their familiarity and perceived ease of use, leading to resistance toward new technologies, including eSIM in the Western Europe consumer eSIM market. Providers can address this by clearly communicating eSIM's benefits and ensuring a seamless transition.
  • Device Compatibility: Device compatibility remains a challenge. While newer devices support eSIM, older models do not. As eSIM-capable and eSIM-only devices become more common, this gap will shrink in the eSIM-enabled device market.
  • Security Concerns: Despite its advantages, some users still question eSIM security, citing concerns over potential remote attacks and a perceived lack of visibility and control over the cards. Providers must address these concerns and educate consumers on eSIM's built-in security features like authentication and encryption, especially in the context of the Western Europe consumer eSIM market.

Disruptive Technologies

Why

The number of eSIM-capable consumer devices-including smartphones, wearables, tablets, and laptops-is rising across Europe. According to GSMA, over 271 eSIM consumer device models launched in 2024, with smartphones accounting for the largest share in the eSIM-enabled device market.

Frost Perspective

Apple's launch of eSIM-only smartphones will likely accelerate market growth in the Western Europe consumer eSIM market. Within the next 2-3 years, eSIM-only smartphones will become commercially available in Europe, prompting more consumers to adopt eSIM data services and driving rapid market expansion.

Innovative Business Models

Why

Postpaid eSIM plans are gaining traction in Europe, with major telcos promoting bundled offerings targeted at the Western Europe consumer eSIM market. At the same time, some telcos are targeting digital-native users-such as students, tourists, and remote workers-with prepaid or no-contract eSIM plans.

Frost Perspective

Over the next 5 years, both prepaid and postpaid plans will coexist to meet diverse customer needs in the eSIM-enabled device market. Tourism-driven countries will likely focus on prepaid or flexible plans, while countries with larger resident or business populations will emphasize postpaid services, aligning with eSIM smartphone adoption trends Western Europe.

Competitive Intensity

Why

Traditional telcos like Deutsche Telekom, Orange, and Vodafone currently lead the European eSIM market. However, MVNOs are emerging as strong challengers by offering flexible, affordable, and innovative eSIM services, contributing to growth in the Western Europe consumer eSIM market.

Frost Perspective

Over the next 2-5 years, telcos will likely launch secondary brands operating as MVNOs to serve niche segments with competitive eSIM offerings. As competition intensifies, market players will need to differentiate through personalized services, pricing strategies, and targeted use cases in the eSIM-enabled device market.

Segmentation

Human SIM Card

Traditional SIM Card

  • A mobile connection using a physical SIM card stores the user's subscription information and mobile number.
  • An active line means the SIM is registered and operational on the network, enabling voice, text, and data services.
  • Individuals and businesses use these lines for personal or professional communication.
  • This excludes M2M connections.

eSIM

  • In this segment, a mobile connection uses an eSIM instead of a physical SIM card, pivotal in the Western Europe consumer eSIM market.
  • Users can download and manage multiple operator profiles on their devices, common in eSIM smartphone adoption trends Western Europe.
  • An active line refers to the eSIM profile that is downloaded, activated, and used on a network for voice, text, and data services.
  • Individuals and businesses use these lines for personal or professional communication.
  • This excludes M2M connections.

Table of Contents

Research Scope

  • Scope of Analysis
  • Definitions
  • Segmentation
  • eSIM Consumer Segment Overview
  • eSIM Technology Trends
  • eSIM Technology Trends-Consumer Segment
  • eSIM Potential Use Cases-Consumer Segment
  • Apple's eSIM-Only Strategy in 2025: Opportunities and Concerns
  • Telcos Offering eSIM Data Plans by Country for Apple's Smartphones

Strategic Imperatives

  • Why is it Increasingly Difficult to Grow?
  • The Strategic Imperative 8™
  • The Impact of the Top 3 Strategic Imperatives on the Consumer eSIM Industry

Growth Opportunity Analysis

  • Growth Metrics
  • Growth Drivers
  • Growth Restraints
  • Cumulative Mobile Subscriptions by Type of SIM Card
  • Forecast Analysis

Growth Opportunity Universe

  • Growth Opportunity 1: Promoting eSIM with Digital-First Initiatives and During Customer Onboarding
  • Growth Opportunity 2: Collaboration with OEMs to Ensure eSIM Certification, Device Compatibility, and Multi-Device Functionality
  • Growth Opportunity 3: Multi-Channel Educational Campaigns to Raise Consumer Awareness and Increase eSIM Adoption

Appendix & Next Steps

  • Benefits and Impacts of Growth Opportunities
  • Next Steps
  • List of Exhibits
  • Legal Disclaimer