eSIM phased launch: launching without losing the dealer network

Context

The operator is technically ready for eSIM. Device base supports 30%. The competitor is preparing a soft launch. But the dealer network (60% of acquisitions) fiercely resists — eSIM cannibalises their income.

CEO needs a solution that does not break the channel relationship.

Diagnostic (4 weeks)

• Devices: 30% of iPhone/Samsung flagships support eSIM, another 15% adopters in the premium segment.
• Dealer network: top 200 dealers do 70% of acquisitions. They are primary stakeholders.
• Regulator: eSIM partially legalised, video KYC requires separate clarification.
• Competitor: ready for a premium pilot in 6-9 months.
• Tourist market: significant — 1.2M visitors per quarter, mostly from 5 main countries.

Approach (12 months)

Months 1-3. Regulator engagement. Cleared for video KYC under certain conditions (in-person fallback for high-risk cases).

Months 2-4. Dealer compensation framework. Dealers get commission for referring eSIM activations (via QR code in their stores, scan = their commission). Sales economics preserved.

Months 4-6. Phase 1 — premium tariffs only. Soft launch for existing premium customers. Pilot tourist segment with pre-arrival eSIM from 2 main countries.

Months 6-9. Phase 2 — expansion to mass-market existing customers. Tourist expanded to 5 countries.

Months 9-12. Phase 3 — new acquisitions can choose eSIM or physical. Dealer commission pipeline normalised.

Results

After 12 months:

• eSIM penetration: 22% of eligible devices.
• Tourist eSIM activation pre-arrival: 15% of tourist arrivals.
• Dealer revenue: −2% (acceptable, expected −5 to −10).
• Customer NPS among eSIM users: +12 points.
• Competitor launch came in month 9 — operator already established.

What is critical

Dealer compensation framework. Without it — channel war.

Regulator engagement upfront. After launch is too late.

Phased approach with pilot. Big-bang in this case would have caused dealer collapse.

Tourist in the first phase. The strongest eSIM use case.

What would not have worked

Quiet launch without dealer communication. Information would reach via customers — distrust.

Aggressive launch for all tariffs at once. Operations + dealer + regulator overload.

eSIM only for premium as “hide and wait”. The competitor would have led.

How SamaraliSoft engages

An engagement of this class — 12-15 months. Initial design 6-8 weeks, regulator engagement in parallel, phased rollout.

Related

• /en/decisions/telecom-esim-rollout-pace/ — eSIM decision
• /en/solutions/telecom-tourist-services-platform/ — tourist platform
• /en/solutions/telecom-dealer-management-platform/ — dealer platform
• /en/architecture/telecom-ekyc-architecture/ — eKYC