Somewhere along the way, a strange reality took hold: doing one thing requires opening four different apps. Booking a trip, sorting finances, organizing a night out. Each one a separate login, a separate interface, a separate piece of the same puzzle.

It's fragmented by design and that fragmentation is becoming a liability.

The response is already here. Users are consolidating, gravitating toward platforms that handle it all end to end, without the switching, without the friction. One platform, One full- on experience.

That's the super app. And for any platform operating in travel, fintech, mobility, or lifestyle, embracing it isn't optional , it's the difference between leading the next wave or being absorbed by it.

When one app is all users need

It begins simply. One app, one purpose. Then quietly, almost imperceptibly, it expands.

A payment feature here, a loyalty program there, a booking tool, a delivery service, a financial product. And one day, the user realizes they haven't left the platform in hours. That's the super app and that's exactly the point.

Gartner projects that by 2027, more than half of the global population will be daily active users of multiple super apps ; a clear signal that the demand for integrated, all-in-one platforms is no longer emerging, it has arrived.

The numbers reflect it. According to Grand View Research's Super Apps Market Report (2024) ,the global super apps market was valued at $121 billion in 2025 and is projected to reach $969 billion by 2033, growing at a CAGR of over 30%.

The platforms that figure out how to eliminate friction will capture a disproportionate share of that growth.

How Services Get Embedded: The Payments Playbook

To understand what comes next for super apps, look at what came before.

Payments didn't start inside the platform. Neither did bookings, or on-demand services, or trip management tools. They all lived somewhere else until platforms realized that every time a user left to complete something elsewhere, they were handing value to a competitor.

So they pulled everything in, and the business impact was immediate. Longer sessions, higher revenue per user, lower churn and richer data.

The platform stopped being useful and became indispensable.

That pattern has repeated itself every time a new service gets embedded. The experience improves, yes. But more importantly, the business compounds.

Now watch what's happening with connectivity.

The Next Embedded Service: Connectivity

Every super app has a blind spot. For travel platforms, it's the moment the plane lands.

Before departure, the platform is the center of gravity ; flights, hotels, transfers, itineraries, all in one place. But the second the traveler touches down in a new country and needs data, the platform goes quiet. The user disappears into a roaming plan they hate or a SIM they bought from a kiosk. The relationship pauses and the revenue stops.

eSIM ends that pause. It turns connectivity from an afterthought into an owned service ;one that keeps the user inside the ecosystem from the moment they land to the moment they return. No kiosks. No third-party operators taking the margin. Just a seamless extension of a journey the platform already owns.

And the scale of what's available here is significant. Juniper Research’s Global Travel SIMs & eSIMs Market report puts travel eSIM user growth at 440% between 2024 and 2028 from 40 million to over 215 million users.

UN Tourism’s World Tourism Barometer confirms the underlying demand: 1.4 billion international tourist arrivals in 2024, up 11% year on year.

The infrastructure exists and the demand is accelerating. What's missing is a platform bold enough to own it.

Why Super Apps Are the Natural Home for Travel eSIM

Every service a super app embeds makes it harder to leave. That's not a side effect ,it's the strategy.

Payments made platforms stickier, bookings made them indispensable. Each new embedded service raised the cost of switching and deepened the data advantage that powers everything else. Connectivity follows the same logic but with one significant difference.

Unlike payments or bookings, connectivity is continuous. It doesn't happen once at the point of purchase. It runs in the background for every hour of every day the user spends abroad. That means the engagement window isn't a transaction, it's an entire trip. And an entire trip's worth of presence, data, and touchpoints is something no competitor can easily replicate.

For super apps, this is the most compelling part of the eSIM opportunity. It's not just a new product, it’s a new layer of presence, one that extends the platform’s reach from the booking screen to the hotel lobby, the restaurant, and the ride home from the airport.

Monty eSIM gives platforms exactly that handover, turning the journey from a transaction into an owned, end-to-end experience.

Sara Yaghoubi, director of growth at Monty eSIM, is direct about what that means in practice: “Every service a platform embeds captures the user once ; a booking, a payment, a ride , but connectivity runs through every hour of a trip, and that is the window most travel platforms still hand to a third party. Monty eSIM lets a platform embed that connectivity under its own brand through a single API, with no telecom infrastructure to build. “

The hard part is already done

Here's the part where most platform teams assume the complexity begins. It doesn't.

The infrastructure already exists. A network of local data plans across 200+ countries, the operator agreements, the technical provisioning ; none of that needs to be built. It's already there, accessible through an eSIM API that plugs directly into the platform.

What the platform builds is the experience. Its own branding, its own interface, its own moment in the user journey where connectivity appears naturally, contextually, without friction. The heavy lifting is invisible but the credit and the margin are not.

Think of it less like launching a telecom product and more like switching on a service that was always waiting to be turned on. The work is in the integration. The reward is in everything that follows; the revenue, the retention, the richer understanding of how travelers move and what they need.

Monty eSIM was built precisely for this ; a white label solution that gives platforms everything they need to embed connectivity across 200+ countries instantly, without building a single line of telecom infrastructure.

That's the white label eSIM model. For platforms already operating at scale, it is one of the fastest paths to an additional layer of revenue and post-arrival user engagement.

The Competitive Window Is Now

Industries don't announce their turning points, they only become visible in retrospect when the early movers have already pulled ahead and the window has already closed.

The platforms reading this today are still inside the window.

What comes next isn't complicated. The infrastructure exists, the partnerships are available, and somewhere right now a traveler is leaving a platform's ecosystem to find connectivity elsewhere ; taking their data, their attention, and their next transaction with them.

The category is forming but the leader hasn't emerged yet.

The platforms that move now won't look back at this as a risk they took, they'll look back at it as the decision that made everything else easier.

About Monty Mobile

As a global telecom technology enabler, Monty Mobile sits at the intersection of connectivity, intelligence, and innovation, partnering with mobile operators, enterprises, and hyperscalers to protect revenues, unlock growth, and accelerate digital transformation.

Our integrated solutions span A2P SMS and international voice monetization, AI-powered anti-fraud, CPaaS, eSIM, fintech, operator management, and advanced analytics, equipping operators and enterprises with the tools to compete, scale, and lead in an evolving digital landscape.

Trusted by over 2,000 partners, including operators such as Vodafone, Orange, Etisalat, and China Mobile, and technology platforms including Meta, Apple, Google, and TikTok. Monty Mobile delivers proven performance across over 200 countries, reaching over 1.8 billion mobile subscribers worldwide.

Headquartered in London, with 15 regional offices across Africa, Asia, Europe, and the Middle East, we combine global scale with local proximity to deliver solutions that are fast, resilient, and built for the long term.

For more information, visit www.montymobile.com and connect with us on LinkedIn.

Let’s talk partnerships

To explore what building on a connectivity platform looks like in practice,

speak to our partnerships team at Contact Monty Mobile | Reach Our Expert Team Today | Monty Mobile or reach out directly via sales@montymobile.com

FAQ

What is a super app and why are platforms moving toward this model?

A super app is a single platform that combines multiple services such as payments, bookings, transport, deliveries into one seamless experience. Platforms move toward this model because every service they embed extends session time, reduces churn, and deepens the data advantage that powers everything else. The model originated in Asia and is now expanding across travel, fintech, and mobility sectors globally. For any platform operating in these spaces, the question is no longer whether to consolidate services, but which ones to embed next.

What is embedded connectivity and why does it matter for travel platforms?

Embedded connectivity means offering data plans or eSIM access directly within a platform, rather than leaving users to find their own roaming solution after they land. For travel platforms specifically, it closes the gap that currently exists between booking and arrival ; the moment when users leave the ecosystem to sort out connectivity elsewhere. Embedding it keeps the user inside the platform for the duration of the trip, not just at the point of purchase.

What is a white label eSIM and how does it work for platforms?

A white label eSIM solution lets a platform offer travel connectivity under its own brand without operating as a telecom provider. The underlying network coverage, data plans, and technical provisioning are handled by the eSIM partner. The platform controls the user experience and captures the margin. The integration happens through a single API, meaning no telecom infrastructure needs to be built from scratch.

How difficult is it to integrate eSIM into an existing platform?

Less complex than most platform teams assume. The infrastructure such as operator agreements, local data plans, and provisioning across 200+ countries already exists on the partner side. What the platform builds is the experience layer: its own branding, its own interface, and the moment in the user journey where connectivity appears naturally. The technical work is in the integration itself, not in building anything telecom-related from the ground up.

Media Contact

Myrna Beaini

PR & Communications Manager at Monty Mobile

myrna.beaini@montyholding.com

montymobile.com/newsroom