THE TELCO INTERVIEW

The percentage of“ silent roamers” who historically avoided using international roaming services entirely due to high costs

“ There was a huge, or let’ s say big number of silent roamers, around 60 to 70 %, who didn’ t use international roaming at all,” says Tarek.“ Some didn’ t use any connectivity, while others bought SIM cards from airports.”

Operators’ reluctance to reduce prices or manage bill shocks eroded trust, reinforcing the divide between consumers and service providers.

APIs as a mechanism for market disruption The arrival of eSIM technology lowered entry barriers and reshaped distribution models. Rakuten Mobile quickly recognised that MNOs and airport retailers no longer controlled SIM sales, as new entrants began selling connectivity services across borders.

“ What happened was that new players entered the market and started selling SIM cards to my customers, effectively cannibalising my revenue,” Tarek recalls.

Rather than viewing these entrants purely as competitors, Rakuten Mobile identified opportunities for collaboration. It shifted from traditional

MNO-to-MNO roaming agreements to an Application Programming Interface( API)-driven model.

“ Previously, I was only selling to my own customer base or targeting travellers coming to Japan,” says Tarek.“ But now, international connectivity no longer relies on MNO-to-MNO roaming agreements. It’ s based on API agreements, I’ m selling connectivity through APIs, not just through roaming deals.”

Rakuten Mobile now provides connectivity to enterprises and retailers seeking to offer connectivity

26 January 2026