Discovery services: GSMA vs. Apple vs. Samsung vs. Google vs. eKYC

The GSMA Intelligence data cited by GSMA eSIM Group Director Yolanda Sanz in her October 2024 report revealed that 271 eSIM consumer devices had been launched by mid-2024. This represented a 10x growth in the number of eSIM consumer devices over the last five years. eSim smartphones accounted for 63% of this number.

The number of eSIM connections is expected to keep pace with the exponential rise in eSIM consumer devices. Sanz’s report also states there can be from 5.6 to 8 billion eSIM smartphone connections by 2030, reflecting an eSIM smartphone adoption or penetration rate ranging between 61% and 88%.

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The rising rate of eSIM adoption is not confined only to the consumer market. Cellular IoT is also growing, and Juniper Research estimates the number of cellular IoT connections globally will increase 60% between 2025 and 2030 to reach 6.5 billion connections by 2030.  Juniper Research even predicted that eSIM IoT connections, with massive IoT deployment enabled by eSIM IoT Manager (eIM) solutions, will outpace eSIM smartphone growth globally by 2026.

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It’s clear eSIM adoption will continue to accelerate in both the consumer and enterprise segments, which means there’s a clear opportunity to capture market share for mobile network operators, enablers, and aggregators. To take advantage, MNOs and MVNXs must consider discovery service-based eSIM subscriber activation.

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The need for discovery services

Discovery services simplify eSIM adoption and activation for consumers and businesses without complicating the eSIM activation backend for operators. 

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• Unlike QR code-based activation, discovery service-based activation does not require consumer and IoT devices to have a camera.
• Unlike digital activation through operator-branded devices, discovery service-based activation doesn’t require OEMs to pre-provision devices with subscription management data preparation (SM-DP+) addresses.

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At the moment, MNOs can use the following discovery service options to enable digital eSIM activation for subscribers: 

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• GSMA eSIM Discovery
• Apple Lookup Service (ALS)
• Samsung Discovery Service
• Google Discovery Service
• Custom discovery service via eKYC

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GSMA eSIM Discovery

The GSMA eSIM Discovery service is a cloud-based digital activation solution that has been rolled out primarily through SM-DP+ service or remote provisioning platform providers like Trasna. It is part of the GSMA remote provisioning specifications and the GSMA-defined standard method for remote eSIM provisioning.

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GSMA eSIM Discovery is the universal and completely digital method of eSIM activation, which pertains to the download of a subscription profile. It is a subscription management-discovery service (SM-DS), also known as a root discovery service, that simplifies the way operators provision eSIM devices and improves the user experience.

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Traditionally, end-users of eSIM devices would scan a QR code or visit a URL to trigger the download of a subscriber profile. This method, while straightforward, requires the active participation of the device owner. It is also unsuitable for constrained IoT devices, particularly those without an input interface, a screen, or a camera.

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The GSMA eSIM Discovery service resolves these issues. Network operators can register new profiles with the GSMA eSIM Discovery service, which maintains a list of these profiles for eSIM devices to ‘discover.’ When an eSIM device switches on for the first time, it connects to the discovery service to look for an SM-DP+ address and event ID that matches its eUICC identifier (EID). If a match is found, the device subsequently connects to the correct SM-DP+ server to retrieve its subscriber profile. 

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Subscription discovery, profile preparation, and profile delivery all take place in the background in a swift and streamlined process. For the end user of a consumer device, it is an exceptionally convenient, one-click digital eSIM activation. For smart cities, oil and gas enterprises, and logistics companies, it’s a way to seamlessly provision multiple IoT devices.

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Using the GSMA eSIM Discovery service means an additional cost for MNOs. This cost must be weighed against the capital and effort MNOs must expend to develop their own solutions and the convenience of out-of-the-box enablement of digital activation for subscribers and enterprise clients.

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Apple Lookup Service

The Apple Lookup Service (ALS) is a discovery solution pioneered by Apple to enhance out-of-the-box functionality for Apple eSIM devices. The server automatically triggers the installation of the available operators’ SM-DP+ via a push message. 

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The ALS is a highly developed and mature discovery solution that provides subscribers with a straightforward eSIM activation process. It is also inexpensive for MNOs as operators can use the service for free.

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However, the ALS has a significant limitation. It can only be used with eSIM iOS devices.

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Samsung Discovery Service

The Samsung discovery service is like the Apple Lookup Service. This OEM discovery service triggers the installation and activation of eSIM via push messaging. 

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MNOs may also use the Samsung Discovery Service free of charge. Like the ALS, however, it’s limited by the fact that it works only with Samsung eSIM devices.

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Google Discovery Service

The Google Discovery Service works like the Apple Lookup Service and the Samsung Discovery Service. When an eSIM queries the Google Discovery Service and finds a matching profile, it is directed to the SM-DP+ provider for profile download.

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Like the ALS and the Samsung Discovery Service, only Android eSIM devices can use the Google Discovery Service.

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App-based activation with eKYC

MNOs can also roll out a custom discovery solution, i.e., app-based activation integrated with additional services like electronic Know Your Customer (eKYC). 

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eKYC is an identification verification mechanism that MNOs implement to comply with data protection regulations like Anti-Money Laundering/Anti-Terrorist Financing (AML-ATF) and the General Data Protection Regulation (GDPR). It exists to minimise subscription and identity fraud.

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For efficiency, MNOs that must implement eKYC can use the same eKYC mechanism to deploy a custom discovery service. They can combine custom discovery with their eKYC user onboarding solution or integrate both custom discovery and eKYC with their existing customer care app.

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Trasna can help carriers implement this custom discovery route. We have a software development kit (SDK) that an operator’s development team can readily use to integrate app-based eSIM activation and eKYC with their custom carrier app. 

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Custom activation or discovery via custom carrier apps offers subscribers a fully digital and seamless eSIM activation experience like the other discovery services, while also giving MNOs a higher level of control. By opting to integrate custom discovery with eKYC into a custom carrier app, MNOs directly tie eSIM activation to their network. This limits subscriber access to other networks by making it cumbersome to switch to other operators.  

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Full control and one-click digital activation

As eSIM devices become more diverse and eSIM connections increase, MNOs gain the opportunity to gain a bigger market share. That said, they must also work hard to differentiate themselves from competitors to attract and retain subscribers. Providing effortless, frictionless digital eSIM activation is one of the ways they can do this. 

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Discovery service-based eSIM activation accomplishes this without requiring complicated integrations with OEMs. To this end, MNOs can use GSMA, Apple, Samsung, and Google discovery services. For greater control, they can also opt for a custom discovery service with eKYC integrated into a custom carrier app.

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Whichever discovery service you decide on, you can easily implement it with Trasna’s help. Trasna provides end-to-end SIM solutions, including eSIM provisioning, orchestration, and entitlement through the Workz eSIM cloud and eSIM IoT cloud platform. We also have an eSIM activation solution that provides ready-to-use eSIM discovery and activation tools to maximise subscriber activation rates and enhance customer experience.    

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Learn more about our eSIM activation solution. Talk to a Trasna technical consultant today.