Truely founder and CEO Simon Landsheer
Singapore-based travel eSIM provider Truely recently completed a US$3.5 million financing round led by 1982 Ventures. Founded in July 2023, the startup provides access to mobile data across over 200 destinations and regions, with services in multiple languages. Unlike its competitors, such as Airalo, Truely offers Switchless eSIM technology, which the company claims will revolutionise the eSIM space.
Also Read: eSIM startup Truely raises US$3.5M to give Airalo a run for its money
We spoke with Truely founder and CEO Simon Landsheer to learn more about the company, its eSIM technology, and the sector.
How do you plan to allocate the US$3.5 million, and what are your top priorities in terms of product development and market expansion?
Our primary focus is team expansion and accelerating marketing efforts to fuel global growth. We’re committed to building the ultimate travel companion for frequent travellers, offering unparalleled convenience, connectivity, and peace of mind.
Airalo is probably the largest player in this segment. What differentiates your approach from Airalo’s, and how do you see yourself competing in the global eSIM market?
While Airalo has paved the way in this space, we’re focused on elevating the eSIM experience to a new level. Truly is a Gen2 eSIM platform designed for frequent travellers who value convenience and reliability.
Unlike traditional eSIMs, Truely’s Switchless technology allows users to install it once and forget about the hassle of reconfiguring it each time they travel.
It’s one eSIM, which can be controlled by our mobile or web app, which gives access to mobile internet services at local rates in over 200 destinations without having to install a new eSIM each time you travel. You get to stay connected everywhere you go with Truely Switchless travel eSIM. Install once — no roaming fees, no hassle.
Your plan to release B2B2C services for travel operators, airlines, and OTAs is interesting. Can you share more details about these services and how they will benefit businesses and travellers?
Our B2B2C model allows businesses to seamlessly integrate Truely’s services into their platforms, offering travellers the convenience of booking their trips while securing reliable local internet connections in over 200 destinations.
For our partners, this generates lifetime additional revenue while enhancing the customer journey. For travellers, it removes the hassle of staying connected, allowing them to focus on enjoying their trip without worrying about connectivity.
Truely claims it offers mobile data across over 200 destinations. What challenges did you face in achieving this level of global coverage, and how do you plan to expand further?
We work with many telecom networks around the globe. In my previous business, Silverstreet, we operated a network that processed billions of SMS messages for application to persons (A2P), such as 2FA and O2P messages.
Also Read: Use Airalo eSIM and stay connected wherever you go in the world
Developing those relationships over 20 years has been beneficial as we are now dealing with the same telcos around the globe to purchase petabytes of data.
The real challenge was creating our Switchless eSIM tech, which had to include support for so many telcos in just one eSIM for our users. In contrast, our competitors mostly use ‘burner’ eSIMs, which you can temporarily use to connect to another network. However, this comes with the hassle of setting it up each time and with different settings each time. In my view, this is confusing for first-time users and, at best, annoying for frequent users.
Do you also provide voice call services in all these countries? Companies like Airalo only offer voice call facilities in some countries where they operate. What are the challenges in terms of introducing voice call services?
Voice services and mobile numbers are part of our roadmap and will be offered on our mobile app. We believe there is a demand to make occasional calls to book a restaurant or receive 2FA messages.
I can’t comment on other companies’ difficulties in introducing different services. In our case, it’s about ensuring we understand customer needs, getting the right infrastructure in place and then rolling that out once we are confident it addresses the problem we’re trying to solve.
With the eSIM market expected to grow nearly 50 per cent annually, how do you plan to stay ahead of this trend and capitalise on the rapid growth of eSIM retail sales?
We plan to stay ahead of the eSIM growth curve by making Truely available across multiple channels and platforms at every touchpoint where travellers plan their journeys.
Our approach to localisation ensures that we meet the unique demands of each market, tailoring our offerings to resonate with local preferences. With our focus on constant innovation, user experience, and strategic partnerships, we’re well-positioned to lead the charge in the growing eSIM market.
Many travellers are concerned about seamless connectivity while abroad. How does Truely’s flexible data plan offering address the specific needs of different types of travellers?
We are not tied to specific networks in the countries we cover. In most countries, our eSIM can connect to at least two of the best-known networks, which gives it great resilience and a low chance of being in a ‘black spot’ of 4G or 5G coverage areas.
Users can buy our data plans for a country or region they are travelling to (for example, we have plans that cover all of Europe and the UK or all Southeast Asia countries).
A plan can be purchased and is always valid for a minimum of 30 days. We will soon provide an option for unlimited days validity, meaning you don’t get your data to expire and can use it on your next trip(s).
Also Read: Etisalat’s VC arm, Singtel Innov8 join Airalo’s US$60M Series B round
We will soon launch our ‘always on’ feature, meaning you can still buy a data plan or top-up even when you are not connected to WiFi, when you run out of balance, or when you arrive in a new country. As long as the Truely app is on your phone, you can always use it to purchase a data plan.
The eSIM space is evolving rapidly with new players and innovations. How do you see the market changing in the next few years, and what role do you envision Truely playing in that future?
This is accurate, and it’s fantastic for users and for us to stay sharp. Many resellers, aggregators, price fighters, and innovators are popping up with offers, including mobile operators who have ripped off customers with their roaming charges for decades. We aim to keep innovating with the best possible teams around the globe, the best possible tech, solutions, and customer experience for our users. Ultimately, the customer in each segment will judge who offers the best experience and will stick with that.
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Image Credit: Truely.
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