This blog was updated on December 4th, 2018.
The end of the year is always an opportunity to stop for a while and look back at the success achieved – particularly when you work for a company that recently celebrated its 12th birthday (end of 2018). On top of that, I’ve been working for 19 years in the SIM industry. I thought it’d be a good time to tell you about some of my best memories working in this exciting field.
1. My first-time SIM initiation
One of my first encounters with a SIM card dates from working as a salesperson for a mobile phone company. I worked there as a salesperson, primarily for SME customers, and witnessed how people were persuaded to move from a solid but pricey 1st-generation mobile service to a “bad coverage” but cheaper cellular 2G/GSM service. SIM cards provided an affordable option for customers, expanding the reach of the mobile phone market. I didn’t realize at the time how much a tiny piece of plastic and electronics would change my life and others.
2. Customers first
A few years later, I started my career at France’s most exciting start-up, Gemplus (or, as it’s now known, Gemalto). As a member of the sales team, I’ve visited all sorts of countries and continents, meeting a diverse range of customers. I learned to listen to and respect the customer voice as my first and deepest market insight. I remember attending one conference in Cannes where the charismatic speaker, Mauro Sentinelli, MD of Telecom Italia (which created the prepaid SIM concept in 1996 in Italy, while TMN in Portugal created prepaid subscriptions a year before) and then Chairman of the GSM Association, stated “the SIM is the dash”.
3. Innovate, succeed, or fail fast
Innovation has been a defining characteristic of the telecom and SIM industries. At Gemalto, it’s key to everything we do. But finding the ideal compromise between creative ideas and valuable business concepts can be complex.
I particularly admire the speed at which the smart card industry has developed. It began with a GSM standard compliant smart card that providers secure user and network authentication. Relying first on native OS, it then adopted JavaCard as an open OS to provide the “write once, run anywhere” promise for the SIM Tool Kit apps embedded in the SIM. Then came the time for SIM-based client/ server applications based on their original SIM cards assets (OTA/Over-The-Air platform, roaming management, mobile marketing, device management, phonebook contact backup….). Later on, a strong focus on services definitely changed our DNA.
The key lesson I’ve learned is that there needs to be a balance between co-operation and competition to achieve success. Cooperation includes R&D activities, promoting standards, design implementation and deploying smart card applications. Competition means capturing the largest share of the value created by the app. Striking the balance means more innovative and energetic companies.
I’m glad that innovation aspect has survived along the years. For example, SIM reactivation offers an unrivalled use case to operators to easily regain inactive prepaid users by allowing users to reuse their dormant SIM cards. It completely reshuffles cards for reacquiring lapsed prepaid users.
When MVNO started to emerge, I quickly seized on the opportunity and led the initiative to create Gemalto’s MVNO team from its inception. I really enjoyed that period and met with lots of different clients. I attended all the major MVNO events in Europe at the beginning of the 2000’s, meeting pioneers across the industry. I quickly realized we were involved in the launch of about 160 MVNO worldwide.
The key lesson here is an ambitious approach to MVNOs can drive global success. Today, the story is continuing to develop and Gemalto has established itself as a key player in Latin America, Africa and Asia. MVNO has now evolved to a more mature segment that see the arrival of new players such as car makers and connected devices manufacturers.
5. Creation of Gemalto
Consolidations across various industries has changed the face of the mobile industry, especially SIM cards. It wasn’t surprising to see the nature of the change on December 7 2005, when Gemplus and Axalto announced their merge. There were some initial fears, but we soon realized that it would enable us to become a key player in the industry. Other promising areas have arisen, such as eSIM and 5G, which looks set to revolutionize the telecom world even further.
6. Facebook for SIM: hello social networks…
It soon became apparent that Facebook would be a revolutionary force and I was fortunate enough to work with the company. Since its inception, the social network has transformed the way we use our smartphones, both from a professional and personal perspective.
After only a few years of existence, eSIM has become a reality endorsed by the stakeholders as people are getting mature in understanding it. 2018 has been a pivotal year for eSIM. For example, in the consumer segment, after an initial support from some OEM for secondary devices such as smartwatches, Apple’s eSIM endorsement for its iPhones and its iPads will help bring eSIM to the masses. This is a fantastic spotlight for other OEMs and device makers. Gemalto confirmed its number 1 position as a provider for eSIM solutions, with more than 100 eSIM management platforms deployed. Integrated SIM (iSIM) is also coming strong on the agenda for bringing mobile connectivity on a growing range of Always Connected PCs, laptops and tablets. (e.g. Qualcomm/Gemalto announcement).
In conclusion, it’s clear that the SIM card industry has been transformed over the last 25 years or so. I realize I could bid for the title of “SIM card veteran” – but don’t get me wrong, there isn’t a sense of nostalgia – I’m looking ahead to the future! Gemalto’s acquisition by Thales represents a new opportunity to envision this future.
What about you? What’s your best mobile SIM-related experience – either as part of the SIM industry or the wider telecom sector? I’m looking forward to reading your thoughts in the comment section below, or at @GemaltoMobile.
I’d also be glad to connect with you on LinkedIn.