Travelers from Singapore heading abroad during the upcoming June school holidays can now access free mobile data, thanks to an innovative ad-supported model introduced by local tech start-up Firsty. In a move set to disrupt traditional roaming services, the company allows users to obtain overseas data in exchange for watching short advertisements.
New Model Offers Cost-Free Connectivity
Firsty, which relocated its headquarters from Amsterdam to Singapore earlier this year, has introduced a mobile data solution that eliminates the high cost of roaming for international travelers. The company’s platform enables users to access mobile data abroad at no charge, provided they engage with brief video ads.
The concept aims to address growing consumer demand for affordable, flexible connectivity while traveling, especially during peak periods such as school holidays. In March, Firsty secured approximately US$5.5 million (S$7 million) in funding to accelerate its expansion in Asia-Pacific, a region experiencing a surge in travel tech adoption.
Competition in the Travel eSIM Market
Firsty’s entry adds to a rapidly evolving eSIM market in Asia. Local telecom operator Tuas launched its Goose eSIM product in October 2024, offering competitively priced travel data packages. Though it does not feature an ad-supported option, Goose eSIM sells data at low rates — for example, 1GB of data for use in Malaysia at just US$1.50, valid for one year.
These emerging players are challenging established global providers such as Airalo and Gigsky by offering more localized, budget-conscious alternatives. Their presence is reshaping the travel data landscape and increasing consumer choice in a market previously dominated by international companies.
eSIM Technology Gains Momentum
eSIM, or embedded SIM, technology has steadily gained traction since its mainstream debut in 2017. Unlike traditional SIM cards, eSIMs are built directly into smartphones and can be activated digitally. This eliminates the need for physical cards or in-store purchases, making the switch between networks or travel plans faster and more convenient.
The benefits are particularly evident for travelers who frequently cross borders, as eSIMs allow for instant activation of local or international data plans.
Rapid Growth and Consumer Adoption
Global adoption of eSIM technology is accelerating. According to UK-based Juniper Research, the number of eSIM users rose to approximately 40 million in 2024 and is projected to exceed 215 million by 2028. The surge is driven by wider device compatibility, increased digitalization in the travel sector, and a post-pandemic rebound in international mobility.
Online platforms such as Shopee have played a role in popularizing eSIMs among Singapore consumers. For instance, local seller Jetpac offers a 1GB roaming plan valid in 100 countries for just S$1.50, with a four-day validity period.
Travelers Benefit from Affordable, Instant Connectivity
As Singaporeans prepare for their June holiday getaways, the availability of low-cost and even free data options significantly reduces the need for traditional roaming services. Whether through Firsty’s ad-supported model or Tuas’s affordable Goose eSIM, travelers now have greater flexibility in staying connected abroad.
These options also ease the travel experience. With instant eSIM activation, users can avoid lengthy waits at airport kiosks or the inconvenience of changing SIM cards, ensuring they remain connected to maps, communication apps, and emergency services from the moment they arrive.
More Innovation Ahead
The rise of eSIM adoption and the introduction of ad-supported connectivity models point to an evolving landscape for mobile data. As start-ups like Firsty continue to innovate, and as competition intensifies, consumers stand to benefit from improved access, affordability, and convenience.
Policy changes and infrastructure developments across more countries are expected to support the continued growth of the eSIM market, ultimately transforming how travelers stay connected across borders.
Conclusion
Singapore is emerging as a hub for travel tech innovation, with companies like Firsty leading the charge in redefining mobile connectivity. As the June holiday season approaches, travelers now have more choices than ever to stay online — whether by watching an ad or spending just a few dollars.
In a market once constrained by high roaming fees and clunky SIM cards, the future of international mobile access appears increasingly seamless and user-friendly.
