Overall search interest (Google Trends, worldwide, 12 months)
Relative interest, 0–100. Two comparison groups were queried (5-term limit per query); Airalo was included in both as a cross-check anchor.
Saily, aloSIM and SimLocal were queried in a separate group from Holafly, Nomad eSIM and Maya eSIM — cross-group comparison is approximate. "Maya Mobile" as a raw search term risks collision with the unrelated Philippine banking app maya.ph; the score above uses the disambiguated query "Maya eSIM".
Search share by country
Within-country share of combined search interest across the 5 brands compared on Google Trends' region breakdown.
"Maya Mobile" share in the Philippines (25%) is likely inflated by collision with maya.ph, an unrelated Philippine digital bank — treat that single data point with caution. The rest of the map does not share this naming collision.
Japan — plan pricing across 7 providers
Scraped directly from each provider's Japan eSIM page.
Holafly — regional pricing (unlimited plans)
Same brand, same plan structure, different prices by country — Colombia and Argentina carry a clear premium over Spain and Mexico.
Nomad eSIM — Serbia vs India
Two of the more contested markets from the trends map, compared on pricing.
Strategic takeaways
- Capped-GB plans are a commodity. Saily, SimLocal, aloSIM and Nomad price within ~$0.50–1 of each other at every GB tier. Competing here means matching this band or winning on something other than price.
- Unlimited plans cluster on a shared ladder ($11→$74 for 3→30 days) across Airalo, Holafly and aloSIM — likely reflecting a common underlying carrier cost. Maya breaks this ladder by pricing 30-day unlimited at $49.99, undercutting the cluster by ~30%.
- Holafly has a near-total lock on Spanish-speaking markets (64–80% search share in Spain, Mexico, Colombia, Chile, Argentina, Peru, Ecuador) and prices accordingly — charging 20–30% more in Colombia and Argentina than in Spain or Mexico. Don't fight this on price; it's a defended moat.
- Airalo owns developed/English-speaking + Gulf/CIS markets (Israel, US, UK, Canada, Russia, Kazakhstan, Poland) with 2–3x the share of the next competitor.
- Japan is genuinely contestable — Airalo and Holafly split it almost evenly (45%/44%), and pricing is fully converged. This is where product/UX differentiation, not price, would move share.
- Serbia and India are the most fragmented markets in this data — no brand has a dominant share, suggesting room for a new entrant.
- GlobaleSIM is not a real competitor — under 1% search share everywhere measured.