Data on the go with eSIM Go
eSIM Go's Powered by Breeze eSIM store for Wizz Air
Data and access to connectivity are increasingly in demand among airlines and passengers. eSIM Go is answering the demand by empowering businesses of all sizes to offer connectivity solutions that are scalable. In particular, eSIM Go is providing ancillary eSIM services to airlines who want to make affordable and reliable data plans a part of the travel experience. PAX Tech spoke with Bill McKimm, VP of Travel Sales, eSIM Go about what to expect from the company’s display at FTE Dublin this week.
Bill McKimm, VP of Travel Sales, eSIM Go
McKimm previously held the role of ancillary revenue director for easyJet, the Europe-based low-cost carrier. Having held multiple consulting advisory roles with many global airlines and spending a significant amount of time in the airline innovation space, McKimm says he found himself looking for the next big thing. Two years ago, he found it when he attended FTE Dublin to present on the future of aviation. Here, he connected with the founders of eSIM Go, CRO Mitch Fordham and CEO Zacc Couldrick.
“It's been a crazy couple of years,” McKimm tells PAX Tech. “The founders come from a telecommunications background, where they spent several years mapping global connectivity and studying how digital technology can remove the barriers to any organization offering mobile data plans to customers if they want to. They witnessed the emergence of eSIM technology across industries, driven by the big handset manufacturers like Apple and Samsung. Then as eSIM resellers emerged, the business was on hand to enable them.”
McKimm says the founders approached him with the opportunity to create a compelling business venture for airlines where they can provide and resell data connectivity to passengers and create a more joyful, travel experience while unlocking increased direct and indirect revenue.
With demand for connectivity among travellers steadily increasing, eSIM Go has expanded its offerings to the travel sector, specifically appealing to airlines, airports and OTAs. McKimm says the company has focused heavily on the aviation space for the last 18 months.
Approximately a year ago, the company launched with Wizz Air, followed by Icelandair, and is now partnering with the Lufthansa Group, as it announced at FTE Dublin this week, with eSIM Go already live on both SWISS and Austrian Airlines.
“We've had some well-publicized research done recently asking travellers and passengers, what's the most important thing for them when they travel and connectivity is up there,” McKimm says. “The problem they encounter is expensive fees for traditional data roaming when they use their phones abroad, but eSIM mobile data plans tend to be much cheaper. I think airlines realize that they could be the customer champion.”
Growth through passenger engagement
McKimm explains that many airlines want to stay connected with passengers while they are at the destination for a variety of reasons, including customer service, upselling, cross-selling and other benefits. But the reality is that many travellers keep roaming data off and prefer free Wi-Fi while travelling, such as in the hotel room.
However, McKimm notes that airlines have seen additional ancillary revenue when adding eSIM Go to the wider portfolio of services, making the customer touchpoint part of the overall journey.
“It performs really well post-booking,” he explains. “If you're about to fly, that is the point in the customer journey, when you think [about purchasing a mobile data plan for your trip abroad]. You're able to buy an affordable data package from your airline: Wizz Air, Lufthansa, SWISS or whoever.”
McKimm also explains that airlines are able to boost ancillary revenue by keeping passengers engaged over long periods by being the touchpoint for re-upping on data throughout their travels.
“When you're 50 percent through your data, we'll send you notifications,” he says. “At that point, we have quite an engaging customer touchpoint; you go back and you top up.”
McKimm explains that this touchpoint is ideal opportunity for airlines to ask passengers if they want to upgrade their seats for their return flight, add baggage or purchase tour packages through the platform as well.
“They get direct revenue from commission on the eSIM itself, but indirect revenue from being able to upsell other stuff,” McKimm adds.
While eSIMs do not provide a solution for airlines hoping to keep passengers connected inflight, eSIM Go is looking for ways to be part of airlines’ inflight entertainment experience in other ways.
“Inflight is an interesting touchpoint,” he says, “so we're working with airlines to provide inflight entertainment videos, QR codes and educational videos.”
The goal is that passengers who do have inflight connectivity understand how to set up their eSIM so that once they land at the destination, they are already activated.
Demos in Dublin
eSIM Go will be exhibiting at the FTE EMEA and FTE Ancillary & Retailing 2024 conference and exhibition in Dublin until June 13. McKimm says that airlines visiting the booth can expect to see live demos of the software setup and gain a deeper understanding of the different ways in which eSIM Go works with its airline customers. One option being API wholesale and the other is a branded affiliate model where eSIM Go becomes the merchant of record and handles customer service on the airline’s behalf.
In a full circle moment of returning to the stage at FTE Dublin, McKimm will also be speaking with Timothy Haupt, Director of Ancillary Revenue from the Lufthansa Group, in a fireside chat.
“Two years ago, there were four of us with an idea,” McKimm says. “That's amazing growth to see in such a short time. And the market's just opening up.”
