SPONSORED INTERVIEW
Yuval Mayron is general manager for Internet of Things (IoT) at Amdocs and has worked extensively to create the company’s comprehensive eSIM offerings. He explains to George Malim how exploiting the full benefits and opportunities of eSIM necessitates a holistic approach that brings together the technical solution, with the device makers, network operators, customer experience and support.
George Malim: How important is it that organisations take a comprehensive approach to migrating to eSIM rather than a limited and gradual point solution approach?
Yuval Mayron: This is one of the key topics I see when I talk to communications service providers (CSPs) who approach the eSIM challenge. Some see it as a small, tactical challenge that they need to solve. These CSPs typically choose very basic solutions such as a QR-code to enable eSIM. Other CSPs have already understood by now that eSIM is not a threat but an opportunity, a technology that is here to stay and will eventually replace the plastic SIM.
eSIM’s holistic approach actually dictates a series of considerations that need to be reconciled. Organisations need to better define and the articulate eSIM jobs-to-be-done, required capabilities and derived value in order to achieve this.
Plastic SIM was a great technology for many years. It provided an intuitive experience together with a lot of freedom to the end customer to perform basic actions, such as swap and troubleshooting.
The transition to digital SIM requires a different approach with careful, special consideration given to the end user experience. Users expect a simple, unified, friendly and instant experience to perform every action they wish to take with the digital SIM. These factors are key to successful transition to eSIM.
Many CSPs today are going through digital transformation projects around both B2C and B2B segments. This is an opportunity for them to take eSIM as a much broader context. eSIM should be an integral part of these transformations. Every consideration in the customer journey and support must also include the eSIM. CSPs that adopted the tactical, gradual approach with basic capabilities, rather than a strategic, comprehensive approach, will end up with a spaghetti of solutions and experiences together with high risk and cost. eSIM also changes the business participants in the connectivity subscription process. While the plastic SIM was 100% controlled and managed by the CSPs, with eSIM, device manufacturers have a major role in the subscription process and overall experience.
Different devices already have very different interfaces. A Microsoft laptop is very different from a Samsung Phone or a Philips health device. Every onboarding of a new device needs to take few elements into account like device protocol, activation process and E2E experience. It doesn’t stop there. You also need to consider the original equipment manufacturer (OEM) cloud for makers that provides the device and the cloud. More and more they effect the customer experience of eSIM. With Apple, for example, you need to notify Apple’s cloud to activate an eSIM. Of course other elements needs to be connected including [...]
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by IoT Now Magazine, Khareem Sudlow
