查看购物车
  • Traditional Chinese
  • English
  • Japanese
  • Korean
封面
市场调查报告书
商品编码
1844033

2024-2026年西欧消费者eSIM市场成长机会

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个工作天内

价格
简介目录

eSIM 设备和数位体验推动转型成长，受多 SIM 卡设备、跨境旅客和通讯业者推动数位优先体验的推动

西欧的消费级 eSIM 市场正在快速成长，但距离大规模普及仍有数年时间。智慧型手机正在推动 eSIM 的普及。虽然现在大多数智慧型手机都支援 eSIM，几乎所有主要通讯业者都提供 eSIM 服务，但设备功能与可用的 eSIM 套餐之间仍然存在巨大差距。

Frost & Sullivan 预测，相容于 eSIM 的 iPhone 的广泛普及将加速西欧对 eSIM 的采用。

本研究分析了西欧消费级 eSIM 卡市场的规模，并以 2024 年为基准年，预测了 2024 年至 2026 年累计行动用户数（活跃连线数）。市场也按技术类型细分：eSIM 卡和传统 SIM 卡。

它还检验了关键的市场驱动因素和限制因素、eSIM 技术趋势、用例和成长机会。

策略要务包括颠覆性技术的兴起，支援 eSIM 的设备进入市场，后付费 eSIM 计划作为一种创新经营模式的日益普及，以及来自传统通讯业者与瞄准 eSIM 市场的 MVNO 共存的竞争日益激烈。

最后，报告概述了欧洲消费者 eSIM 市场的成长机会。

分析范围

  • 本研究重点在于西欧消费者 eSIM 市场和趋势，旨在提供西欧消费者嵌入式 SIM (eSIM) 市场的详细视角。
  • 该报告涵盖了企业对消费者 (B2C) 和企业对企业 (B2B) 细分市场（不包括 M2M/物联网 (IoT)）的市场规模和累积行动 eSIM 卡订阅份额。此外，该报告还提供了对支援 eSIM 的设备市场的定性洞察，包括：
  • 西欧采用 eSIM 智慧型手机的技术趋势
  • 影响西欧消费者 eSIM 市场的驱动因素与限制因素
  • 支持 eSIM 的设备市场的成长机会
  • 在本研究中，行动用户是指在行动网路上运行用于语音、简讯或资料的唯一用户识别模组 (SIM) 或 eSIM。累积行动用户是指透过行动线路识别的使用行动服务（B2C 或 B2B）且在过去 12 个月内至少拨打或接听过一次通讯的用户总数，包括西欧消费者 eSIM 市场。

驱动程式

  • eSIM 活化的全数位化体验：线上 eSIM 活化现已超越店内活化。提供数位化购买体验的通讯业者的eSIM 采用率往往高于专注于零售的传统通讯业者。这一趋势对于西欧消费者 eSIM 市场尤其重要。
  • 双卡双待选项的兴起以及苹果转向仅支援 eSIM 的设备：双卡双待（实体 SIM 卡 + eSIM 卡）智慧型手机的受欢迎程度持续增长，尤其是在数位游民、专业人士和注重成本的用户群体中。苹果预计将在欧洲推出仅支援 eSIM 的设备，这可能会加速西欧消费者 eSIM 市场的普及，而来自三星和小米等品牌的激烈竞争可能会促使用户选择双卡双待选项。
  • 营运商主导的推广和客户教育工作：欧洲通讯业者正在积极推广 eSIM 套餐和优惠，提升 eSIM 设备市场吸引力。主要优惠包括旅行套餐、专属折扣、QR码即时启动以及多国支援。
  • 安全性更高：eSIM 具有内建的安全优势：其防篡改硬体使克隆变得困难，营运商可以远端停用被盗的 eSIM 设定文件，加密可以保护用户身份和凭证，这使其成为西方消费者 eSIM 市场的重大胜利。
  • 多 SIM 卡功能：设备可以储存和管理多个设定文件，让使用者能够分别维护工作、个人和旅行线路。许多用户在家时使用传统 SIM 卡，旅行时使用 eSIM 卡，这推动了 eSIM 智慧型手机在西欧的普及。
  • 为国际旅客提供便利且灵活的旅游体验：行动营运商（沃达丰、Orange、西班牙电信、瑞士电信、Telenor）和第三方营运商（Airolo、Holafly）为游客和短期旅客提供 eSIM 套餐。这些套餐提供覆盖欧洲各地的行动数据和通话服务，免漫游费，并支援透过QR码即时启用。

成长限制因素

  • 许多通讯业者尚未配备支援 eSIM 的设施：部署 eSIM 需要通讯业者升级其 IT 系统、流程和基础设施。他们必须投资平台升级，以支援 eSIM 管理系统（例如授权伺服器），并透过QR码、身份验证和即时配置实现数位化入网，这阻碍了西欧消费者 eSIM 市场的发展。
  • 传统通讯业者抵制消费者采用 eSIM：传统行动网路业者 (MNO) 不愿鼓励 eSIM 迁移，担心这会增加客户更换业者的自由度，导致解约率上升。相较之下，行动虚拟网路营运商 (MVNO) 则积极拥抱 eSIM，并以精简的数位体验吸引 eSIM 装置市场的使用者。
  • 认知与理解：消费者对 eSIM 的了解有限，阻碍了西欧消费级 eSIM 市场的普及。通讯业者和製造商需要清楚传达 eSIM 的优势，并简化普及流程。
  • 行为惯性阻碍了 eSIM 的普及：消费者仍然依赖实体 SIM 卡，因为他们熟悉实体 SIM 卡且认为实体 SIM 卡使用方便，导致西欧消费者 eSIM 市场对包括 eSIM 在内的新技术产生抵触情绪。供应商可以透过清晰地传达 eSIM 的优势并确保无缝过渡来解决这个问题。
  • 设备相容性：设备相容性仍然是一个挑战。较新的设备支援 eSIM，但较旧的型号不支援。随着支援 eSIM 和仅支援 eSIM 的设备越来越普及，预计支援 eSIM 的设备市场中的这一差距将会缩小。
  • 安全隐患：儘管 eSIM 卡有许多优势，但一些用户仍然对其安全性存疑，因为他们担心潜在的远程攻击，以及缺乏对卡片的可见性和控制力。供应商需要解决这些问题，并向消费者普及 eSIM 卡的内建安全功能，例如身分验证和加密，尤其是在西欧消费 eSIM 卡市场。

颠覆性技术

为什么

在欧洲，支援 eSIM 的消费性装置（包括智慧型手机、穿戴式装置、平板电脑和笔记型电脑）的数量正在不断增长。根据 GSMA 预测，到 2024 年，将有超过 271 种支援 eSIM 的消费设备上市，其中智慧型手机将占据支援 eSIM 的设备市场的最大份额。

弗罗斯特的观点

苹果推出仅支援 eSIM 卡的智慧型手机，可望加速西欧消费级 eSIM 卡市场的成长。随着未来两到三年内仅支援 eSIM 卡的智慧型手机在欧洲的商用，随着越来越多的消费者采用 eSIM资讯服务，预计市场将迅速扩张。

创新经营模式

为什么

后付费 eSIM 方案在欧洲越来越受欢迎，各大通讯业者纷纷推出针对西欧消费者 eSIM 市场的配套服务。同时，一些通讯业者也推出了预付或无合约 eSIM 套餐，主要针对学生、旅客和远距工作者等数位原民。

弗罗斯特的展望

未来五年，预付和后付费方案可能会并存，以满足eSIM设备市场客户的多样化需求。旅游业发达的国家可能会优先考虑预付或灵活套餐，而拥有大量居住和商业人口的国家则将优先考虑后付费服务。

竞争激烈程度

为什么

目前，德国电信、Orange 和沃达丰等传统通讯业者引领着欧洲 eSIM 市场，然而，MVNO 透过提供灵活、实惠和创新的 eSIM 服务正在成为强大的挑战者，促进了西欧消费者 eSIM 市场的成长。

弗罗斯特的展望

未来两到五年，通讯业者可能会推出以行动虚拟网路营运商 (MVNO) 形式营运的二次性品牌，以具有竞争力的 eSIM 产品服务于细分市场。随着竞争加剧，市场参与企业需要透过个人化服务、定价策略和有针对性的用例，在支援 eSIM 的设备市场中脱颖而出。

分割

人体SIM卡

传统SIM卡

  • 使用实体 SIM 卡的行动连线储存您的合约资讯和行动电话号码。
  • 有效线路意味着您的 SIM 卡已在网路上註册，您可以使用语音、文字和资讯服务。
  • 个人和企业使用这些线路进行个人和商业通讯。
  • 不包括 M2M 连线。

eSIM

  • 在这一领域，行动连线使用 eSIM 而不是实体 SIM 卡，这对西欧消费者 eSIM 市场至关重要。
  • 用户可以在他们的设备上下载和管理多个通讯业者配置文件，这是 eSIM 智慧型手机趋势的共同趋势。
  • 活动线路是已下载、启动并用于网路上的语音、文字和资讯服务的 eSIM 设定檔。
  • 个人和企业使用这些线路进行个人和商业通讯。
  • 不包括 M2M 连线。

目录

调查范围

  • 分析范围
  • 定义
  • 分割
  • eSIM 消费者区隔市场概览
  • eSIM技术趋势
  • eSIM 科技趋势 – 消费者领域
  • eSIM 的潜在用例－消费者区隔市场
  • 苹果 2025 年的 eSIM 专属策略：机会与担忧
  • 通讯业者为 Apple 智慧型手机提供特定国家/地区的 eSIM资料方案

战略问题

  • 为何成长变得越来越困难？
  • The Strategic Imperative 8（TM）
  • 三大策略要务对消费者 eSIM 产业的影响

成长机会分析

  • 成长指标
  • 成长动力
  • 成长抑制因素
  • 各SIM卡类型累积行动合约数量
  • 预测分析

成长机会宇宙

  • 成长机会 1：数位优先计画和在客户註册时推广 eSIM
  • 成长机会 2：与 OEM 合作，确保 eSIM 认证、设备相容性和多设备功能
  • 成长机会 3：进行多通路教育宣传活动，提高消费者意识和 eSIM 的采用率

附录与后续步骤

  • 成长机会的益处和影响
  • 后续步骤Next steps
  • 附表
  • 免责声明
简介目录
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