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UK easy Group to Launch easySim for Low Cost Mobile Travel Data

Monday, Jun 19th, 2023 (8:33 am) - Score 2,816

A new mobile operator called easySim.global, which is part of the familiar Stelios-owned group of brands (e.g. easyJet, easyMoney, easyCar) and last existed around a decade ago as easyMobile before vanishing, appears set to launch this summer. But the focus this time will be on giving people low cost travel data all around the world.

The operator’s website is currently just a placeholder with a countdown timer, which shows (today) that they’re just 12 days away from launch (i.e. it should go live at the very start of July 2023). A short statement is also included above the timer: “A brand new service which gives you low cost travel data all around the world. We’re nearly ready for take-off, we’re just running through our pre-flight checks.”

NOTE: One potential issue here is that quite a few companies already use the EasySIM name.

The cost of mobile roaming, particularly for data (mobile broadband) usage, became a key issue again after most of the major UK mobile operators announced their intention to reintroduce EU roaming charges (except O2). But details on precisely what the new operator will offer to help combat this are not yet clear.


However, we were able to uncover that the solution from easySim.global appears as if it will be similar to that of other travel SIM providers, which means it will offer eSIM plans on compatible Smartphones for either business or pleasure. Apparently, this will enable customers to “travel to over 150 countries worldwide without incurring costly data expenses“.

Customers will be expected to select their destination by country or zone, choose their data package, and then apply the eSIM to their mobile handset accordingly. In our experience, applying eSIMs can sometimes still be a bit tedious and the process is still in need of some refinement (this varies between providers, devices and locations), but hopefully easySim has found a good approach.

As we said above, the catch here is that there are already a number of other global eSIM providers, which often work in a similar way (e.g. Airalo) and we don’t yet know how easySim.global will compare to those established providers.

At the same time, it’s worth noting that the easy Group also changed the website for easyMobile last year. The website was previously promoting little more than branded iPhone 5/5S mobile cases with the ‘easyMobile.com‘ name on (yes, you read that right). But since last year they changed that to “Coming soon.. low cost mobile“, although we’ve yet to see any solid updates since then. Credits to one of our readers, Mehran, for spotting.


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By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook and .
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19 Responses
  1. Avatar photo Ben says:

    Looks like easySIM is owned by easy Networks, which in turn is owned by Mr Richard Gwilliam. I can’t say I’m a fan of easy Group’s brand licensing system…

    1. Avatar photo Andrew G says:

      Brand licencing is a widespread practice – VM license their brand from Ole Beardo, and that seems to work well for all concerned, I can’t see any problem that Stelios uses others to deliver products under his brand?

      Whether easySIM is destined for the big time we’ll see – clearly EE, Vodafone and Three think that swapping SIMs is too much hassle for most customers and that enables them to fleece their customers when abroad. VMO2 offer a pretty reasonable European roaming option, but outside of Europe it’s a whole lot less attractive.

  2. Avatar photo MilesT says:

    I think it would be better to offer a small (pocketable, battery powered) travel MiFi, preloaded and ready to go. With a flashlight and panic button (geolocate and ping friends phones, press and hold to call 112). Replaceable standard NiMH would be nice but may be too bulky for a decent number of hours of working.

    Could be sold online, or from airport shops or even vending machines.

    Then link your phone to that, turning off mobile data on the phone. If the phone supports WiFi calling, great, otherwise there are other VoIP solutions (consumer things Whatsapp, Zoom or something more specialist)

    1. Mark-Jackson Mark Jackson says:

      You can buy some mobile 4G/5G routers that support eSIM, or there are solutions like this one from MOGO:


    2. Avatar photo MilesT says:

      Indeed, but it is the packaging to make it easy for almost any age of phone (including pre-esim), and also to make it shareable across travelling partners

  3. Avatar photo Obi says:

    Makes sense from a business perspective, given the low friction. What would be depressing is if other airlines roll out eSIM plans before traditional MVNOs.

    Like seriously, GiffGaff / Voxi / Smarty need to hurry up. No excuses when the next iPhone is ESim in the UK.

    1. Avatar photo Munehaus says:

      There’s no indication that the next Iphone will be ESIM only anywhere other than in the US. If it is, it’ll be DOA in much of the world, not just the UK and rightly so.

      you can buy an official real dual SIM Iphone 14 today in Hong Hong and that would be much more attractive to most customers than the current single SIM models sold in the UK.

    2. Avatar photo Obi says:

      @Munehaus Had no idea HK iPhones were dual sim, one to keep an eye on when it’s time to upgrade.

      The French models, sold here and across Europe are rumoured to be produced as ESIM only. I’d prefer the choice, but don’t be surprised if Apple pulls the courage card.

    3. Avatar photo DD says:

      According to many of the Apple ‘rumour’ websites, the iPhone 15 is likely to be eSim (at least some models of it) like the US iPhone 14. eSim is the direction of travel and providers (particularly MVNOs) are going to have to catch up with the technology. I don’t see it as a bad thing, particularly for roaming, when if all works correctly you can download a data eSim on demand. It should be good news for competition. If you have your phone stolen, you can go into store and download a new eSim profile. If you are overseas and your phone gets stolen you can download your home plan eSim onto a new device. I see more positives than negatives personally, however appreciate some like the simplicity of swapping their physical Sim between devices.

    4. Avatar photo André says:

      eSIM-only is a terrible idea that removes what little control consumers still have.
      We will be utterly dependent on both manufacturers and network implementations of the commissioning process and the quick and easy swap of your line to any GSM phone that you wish at any time you wish will be a thing of the past.
      The eSIM and micro-SIM hybrid solution that exists today seems like a reasonable compromise, IMHO.

  4. Avatar photo charles says:

    Haha will they just cancel it when they feel like it like they do the planes? I never have a good experience with Easy Jet

  5. Avatar photo XGS Is On says:

    Good idea, well-known brand folks associate with travel. Selling it on planes or in airports has potential.

  6. Avatar photo Guy Cashmore says:

    The current ‘market’ for global data roaming is utterly broken, UK network operators in particular need a damn good shake up, this can only be good news.

    1. Avatar photo Ria White says:

      We couldn’t agree more Guy – and as a business which has operated in the B2B space for a good many years, we are scandalised by how disproportionate the costs of roaming and out of bundle can be. Plus I know not everyone loves the idea of eSIM, but at least it opens up the option to buy alternative cheaper products. easySIM.global has had a couple of little details but launch is very very soon now!!

    2. Avatar photo Ria White says:

      We couldn’t agree more Guy – and as a business which has operated in the B2B space for a good many years, we are scandalised by how disproportionate the costs of roaming and out of bundle can be. Plus I know not everyone loves the idea of eSIM, but at least it opens up the option to buy alternative cheaper products. easySIM.global has had a couple of little details to iron out but launch is very very soon now!!

  7. Avatar photo WonkoTheSaneUK says:

    “Gremlins found during testing” – Launch delayed until Friday July 7th

  8. Avatar photo Ria White says:

    easySIM.global is now live so go take a peek 🙂

  9. Avatar photo Bob says:

    Whats cheapeast mothly rolling or 12month contract esim for all four UK networks if you don’t need other countries? Thanks

    1. Avatar photo easySim.global says:

      Hi Bob. We don’t offer auto renewals yet. But this popular request has been added to our roadmap, along with lots of other cool features. UK is included in our cheapest bundle.

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