How eSIM Go helps Uswitch champion informed consumer choice in travel eSIMs

Uswitch's core mission is to distil complex industries like energy utilities, broadband and mobile into understandable information that empowers consumers to make informed decisions. As the nation’s leading comparison and switching service, Uswitch has saved UK customers more than £2.7 billion over the last 25 years.

In that time, Uswitch has led the way in mobile service and mobile phone price comparison deals, including SIM only. Recognising the opportunity presented by eSIMs, in 2024 Uswitch partnered with eSIM Go to initially offer a travel eSIM solution.

“With travel eSIMs, consumers can remove the hassle of getting to their destination and finding a kiosk to get a local SIM card from – or having to turn their phone off altogether. Our opportunity was not only to educate consumers about exactly what travel eSIM is, but Uswitch as the destination to find the best options.”

Ernest Doku, Commercial Director (Telecoms) at Uswitch

Post-Brexit, many mobile networks reintroduced roaming charges, leading to much higher bills for UK consumers traveling abroad. Traditional travel SIM cards were an established but opaque solution; purchased from local providers while abroad, then physically installed, with little prior information about relative costs, options or quality. Even by 2024 the concept of eSIM remained relatively new, creating a gap in understanding.

“Uswitch’s track record is spotting where the mobile market is moving and where consumers need support, guidance and opportunity to enjoy better outcomes. Here, it was the confluence of eSIM as a nascent market and roaming being a turbulent space causing great consumer concern. Being able to marry the two by delivering a robust solution that saves money and provides better experiences when traveling abroad was too good an opportunity to pass up.”

Thanks to its partnership with eSIM Go, the launch of “Uswitch eSIMs Powered by Breeze” in 2024 made Uswitch the first UK comparison website to offer travel eSIMs, enabling quick and easy access to a range of high quality data plans in 190+ countries. The goals for the service included:

• Lowering consumer barriers to travel eSIM: Simplifying access to affordable international connectivity, and enabling consumers to use their devices abroad without fear of bill shock or being without service.
• Optimising the trusted Uswitch brand experience: Designing a web user experience (UX) consistent with Uswitch's brand; leveraging eSIM Go's expertise to create a compelling user journey.
• Taking a data-driven approach: Valuable eSIM Go data helped Uswitch focus on key travel corridors and understand the intricacies of global wholesale rates on behalf of its customers.
• Developing an ongoing operational relationship: Uswitch viewed "go live" as merely the start, emphasising an ongoing relationship with performance monitoring and feedback loops to optimise the product for its audience.

"eSIM Go is very well placed to deliver a solution that’s robust, competitive and compelling enough to deliver positive outcomes for consumers. The performance and rankings in search we’ve seen, the feedback we get from consumers, and the recurring usage and top-ups – all prove we’ve successfully introduced a product serving a latent need we were early to diagnose and capitalise upon.”

• First-mover advantage: Uswitch gained first-mover advantage in its market space, positioning it to capitalise on the growing adoption of travel eSIM; posting 117% in growth to outstrip the CAGR average of 25% across the industry.
• Expanded service offering: Uswitch was able to offer a robust and competitive travel SIM solution, addressing a significant consumer pain point.
• Enhanced brand reputation: The partnership reinforced Uswitch's commitment to "doing right by customers" in an environment of rising costs and reintroduction of MNO roaming fees.
• Integration proof of concept: As Uswitch's first significant third-party integration in mobile, the success of the partnership served as an internal education proof point, showcasing the potential for other collaborations.
• Future-forward positioning: Working with eSIM Go enables Uswitch to think strategically about the broader future of eSIM.

The partnership between Uswitch and eSIM Go directly addresses consumer needs and helps drive business growth. By prioritising ease, simplicity, and education, Uswitch has not only expanded its service offering but also empowered its customers to navigate the opportunities and complexities of eSIM with confidence, particularly data roaming. Each party’s ongoing commitment to the partnership and its future-minded approach promise continued evolution and future benefits for Uswitch and its customers.

“Working with a future-forward partner like eSIM Go lets us think strategically about the greater level of integration that eSIM will have in the mobile market in the future. Every step of the way, eSIM Go helps make roaming easier, more transparent and more affordable. That they’ve been able to match our energy and the pace in which we do things is testament to the quality of execution the relationship has."