A new UK mobile operator called Ymobile (Ycorp) has officially launched today and claims to be the United Kingdom’s “first data-led, eSIM MVNO“, all while claiming to offer users a “simpler, more streamlined and environmentally friendly” alternative to traditional mobile networks.
The operator, which is being powered by Three UK’s national 4G and 5G network via a virtual operator (MVNO) agreement, appears to have avoided the usual approach to mobile plans (i.e. bundling data, calls and texts together) and instead offers a range of data-only (mobile broadband) eSIM plans.
Ymobile are initially offering customers a choice of five different 30-day data plans – 2GB for £2, 5GB for £5, 10GB for £7, 50GB for £10 or 100GB for £15 – on a rolling basis, with no minimum contract required. Users need to simply sign up via the Ymobile app on Android or iOS, and download and activate their eSIM.
The approach is one that seems intended to serve as an option for “users who no longer require traditional voice or messaging capabilities“, or those who may be seeking a “second line for business use or for data-intensive tasks like tablet streaming.”
Mike Greaves, Founder and CEO of Y Corp, told ISPreview:
“We are so excited to be launching the UK’s very first data-led eSIM MVNO. Ymobile aims to tackle two of the biggest frustrations many mobile users face: firstly, that much of their monthly plan is wasted on voice calls and texts they no longer want or use. And secondly, the environmental impact of physical SIM cards, that are bad for our planet and can be a fiddly nightmare to switch out and change.
Ymobile is built on Ycorp’s MVNO platform, which offers brands and businesses a truly bespoke way to both drive customer and employee engagement, and to better understand these groups too. With both our B2B and B2C propositions now live, we look forward to seeing the disruptive impact that we believe data-led eSIMs will have on the market.”
The approach being taken by Ymobile is interesting, although the data-only focus also means that customers won’t be able to take advantage of features like 4G Calling or Wi-Fi Calling, while roaming usage is capped at 1GB per 24 hours (credits to our forum members for spotting this). Overall, this is not a million miles from the approach that a good deal of travel eSIM providers already take.
Ymobile also might not be the only operator to come from this group, since Ycorp are promoting themselves as being able to enable brands and businesses to easily build their own privately labelled Full or Lite data-driven eSIM MVNO. In other words, we could be about to see a rush of new virtual providers.