What MVNO World 2025 says about the future of mobile
Justin Caswell reflects on the main trends from this year's MVNO World Congress in Vienna, from eSIM adoption to Australian leadership in AI, and what it means for our market.
On the ground at MVNO World Congress
MVNO World Congress is one of the key global events for mobile virtual network operators (MVNOs) and their partners. Held this year in Vienna, the event drew a strong cross-section of the industry: global telcos, tech enablers, AI innovators and a smattering of regulators.
This year, the mood around the event was more practical than hype. It was less about far-flung predictions and demos, and more about refining the fundamentals to ensure MVNOs are equipped to deal with long-term industry changes. That said, several topics repeatedly dominated the conversations.
Here are my top takeaways on where the global MVNO market is heading.
1. eSIM is a priority; execution is everything
eSIM has been in the conversation for a few years, but this year it was central to the event. That’s partly because eSIM-only devices are likely to become a bigger part of the market, with more device-makers expected to expand eSIM-only models into more regions, including potentially Australia.
But it’s also because many MVNOs are realising how hard it is to execute well. Unlike physical SIM cards, eSIMs require end-to-end process redesigns, from onboarding and provisioning to device changes. The view from the conference floor among global MVNOs and analysts was that poor eSIM integration becomes a churn risk for digital-first MVNOs.
We heard plenty of feedback on how critical it is to make processes as easy as “snap a QR code, get going.” If you’re not there yet, you risk losing customers to those who are.
2. Travel eSIM is going places
The other side of the eSIM conversation was its growing role in international travel. Instead of roaming, more customers — especially in Europe — are using travel eSIMs they set up before they even leave home. That shift is reshaping the sales cycle, moving it upstream into travel booking websites and agencies.
It’s also entering the enterprise space. One business spoke about how they offer international consulting firms travel eSIM profiles for employee devices to control costs and simplify roaming. For MVNOs, travel opens up an opportunity. It’s a growing use case, but one that demands new partnerships and business models.
3. The changing dynamic between MNO sub-brands and MVNOs
One of the global trends that came up was telcos shifting away from third-party MVNOs and launching their own sub-brands. That’s something we’ve already seen play out in Australia, with players like Boost and Belong well established. So, while it’s a headline trend in other markets around the world, the local impact is likely to be limited for now.
4. AI is hot – but the real gains are modest and specific
There was a lot of AI talk at MVNO World Congress, particularly in the demonstration zones. What stood out to me was how many attendees struggled to see how AI could work for them.
The potential for AI in mobile is huge, but the conversation at MVNO World focused on two main areas. One is using AI to improve customer engagement. One often cited example is using AI to help call centre staff solve customer issues faster and more effectively. It’s a proven use case among larger businesses, but implementation is another story, especially for smaller MVNOs without significant call centre scale. There’s a sweet spot in finding right-sized AI-enabled solutions that add value without overwhelming the business.
The second use case is around AI at the network-level. This is something MVNOs benefit from indirectly, as the MNOs deploy AI in their networks. One example is Telstra’s ambition to create a network with self-configuring, self-optimizing, and self-healing capabilities as announced in our Connected Future 30 strategy.
Australian MVNOs are leading the way
While the event showcased some compelling add-ons like parental management tools, what really stood out to me was how often Australian MVNOs were ahead of the curve. In many cases, MVNOs here are not catching up to global trends, they are setting them.
Both AI providers showcased at MVNO World — SourceAI and Pendulum — were Australian, and they’re already working with MVNOs here. More Telecom, one of our partners, picked up two major awards: Best AI Initiative and the Best MVNO & Industry Collaboration for their work with Commonwealth Bank. That’s an Aussie telco and bank teaming up on a business model that’s still a world first.
What this shows is that Australia’s MVNO market isn’t just vibrant, it’s advanced. We’re seeing real innovation grounded in strong processes and focused on tangible outcomes.
Focus on the fundamentals of success
As someone who’s attended a few of these conferences, I found this year’s strong back to basics flavour aligns closely with how we at Telstra Wholesale support MVNOs today. Brilliant basics, customer-centricity, seamless digital experiences and simple, scalable processes never go out of fashion.
The more features and markets MVNOs get into, the more complex they become. Getting the fundamentals right – whether that’s eSIM enablement, customer experience or back-end integration – is what separates MVNOs leaders from the rest.
At Telstra Wholesale, that’s exactly where we’re focused: enabling our MVNO customers to deliver brilliant experiences at scale. And we’re proud to support some of the most forward-thinking MVNOs in the global market.
