Samsung & NTT Transatel add eSIM boost to Galaxy Z

NTT Transatel has partnered with Samsung to add its eSIM bootstrap connectivity system to the latest Galaxy Z series phones in the United States, aiming to simplify activation from the moment a user switches on the handset.

The service gives Galaxy Z users immediate mobile access during setup without relying on a physical SIM card or Wi-Fi. It is intended to support activation in retail settings, at home, or while travelling, and to help users complete software updates, service enrolment, and subscription provisioning at the start of onboarding.

The move reflects the wider shift toward embedded SIM technology in smartphones. GSMA Intelligence estimates that by 2030, smartphone connections using eSIM will outnumber those using traditional physical SIMs.

Samsung and NTT Transatel are first introducing the system on the newest Galaxy Z devices sold in the US. The service includes secure activation and authentication, as well as access to 4G and 5G networks through NTT Transatel's multi-network mobile platform.

One practical challenge in digital onboarding for manufacturers and mobile operators is ensuring devices can connect on the first attempt, even when the customer has no local wireless access. Bootstrap connectivity is designed to address that gap by allowing a handset to establish an initial mobile connection that supports setup and carrier enrolment before the user has fully activated a main service plan.

The collaboration also targets both shop-based and self-service sales channels, where a smoother setup process can reduce failed activations and customer support requests. By embedding initial connectivity into the device journey, the companies aim to remove one of the more awkward steps in smartphone setup, particularly for users who expect a digital process from purchase to activation.

Samsung framed the agreement as part of its effort to improve the first-time experience of its premium smartphones.

"At Samsung, we believe the excitement of turning on a new Galaxy device should be matched by a seamless experience from the very first moment. Through our collaboration with NTT Transatel, we are making it easier for customers to connect securely, helping make their onboarding experience smoother and more intuitive," said Hyong Jin Ban, Head of Communication Processor Solution R&D Group, Samsung Electronics.

NTT Transatel said demand for instant and secure connectivity is growing as more devices move to embedded SIM formats. The company, part of NTT Group, has built its business around mobile connectivity services and works with carrier partners in multiple markets.

"Consumers increasingly expect their devices to be connected instantly and securely, wherever they are. By integrating NTT Transatel's global multi-network connectivity platform into the Galaxy onboarding journey, we are helping Samsung deliver a smooth and hassle-free customer experience. Together, we are enabling secure, reliable access to mobile services and supporting the growing shift toward eSIM-enabled smartphones worldwide," said Jacques Bonifay, Chief Executive Officer, NTT Transatel.

Market shift

The agreement underlines how eSIM is moving from a specialist feature to a mainstream element of handset design. Unlike a removable SIM card, an eSIM is built into the device and can be activated remotely. That allows users to join a carrier plan digitally and makes it easier for device makers to create onboarding systems that work immediately after purchase.

This change has implications across the smartphone supply chain. Device makers can reduce dependence on physical SIM distribution, retailers can cut setup friction at the point of sale, and operators can steer more customers toward digital sign-up flows. For consumers, the main appeal is convenience, especially when replacing a handset, switching networks, or activating service while abroad.

NTT Transatel has previously focused much of its business on machine-to-machine, automotive, and Internet of Things connections, alongside mobile virtual network services. Its work with Samsung marks a consumer-facing application of the same connectivity expertise, aimed at one of the most visible points in the customer journey: the first minutes after unboxing a device.

Samsung said the enhanced eSIM bootstrap experience will debut on the latest Galaxy Z series in the US, giving users access to mobile connectivity as soon as the device is turned on.