时隔多年，为什么eSIM会突然"卷土重来"？它会给行业带来什么样的影响？是否会全面取代传统SIM？ 今天这篇文章，小枣君就来做个深度解读。 一、到底什么是eSIM？ 最近这段时间，网上关于eSIM的讨论很热烈。 eSIM，全称为Embedded-SIM，嵌入式SIM卡。 SIM卡，大家都很熟悉。它的全称是Subscriber Identity Module（用户识别模块），是一个保存了我们手机号码信息的芯片。我们每个人的手机里，都有这 么一个芯片。 传统SIM卡 SIM卡有好几种尺寸规格，包括：Full-Size SIM、Mini SIM、Micro SIM、Nano SIM。如下图所示： 目前，国内绝大部分用户使用的，都是Nano SIM。 eSIM，比Nano SIM更小。它不再是卡片形式了，而是直接变成了一颗SON-8封装格式的小芯片，嵌入到手机等终端设备的电路板上。 eSIM是可编程的。通过OTA（Over-The-Air，空中写卡）技术，用户可以对eSIM进行远程配置，实现运营商配置文件的下载、安装、激活、去激活及删 除。 也就是说，用户不用去营业厅，就可以开卡、选套餐、换号码，非常方便。 eSIM ...

Core Insights - The 2025 ITB China will take place from May 27 to 29, 2025, focusing on new opportunities and challenges in the cultural tourism industry [1] - Whale Dynamics will launch new cultural tourism solutions at ITB China to help global tourism brands overcome growth bottlenecks [1][3] Industry Challenges and Solutions - The cultural tourism industry faces three core challenges: "traffic dilemma, experience gap, and cross-border barriers" [3] - Solutions will focus on three key areas: "data, technology, and ecosystem," addressing issues through "super personalized user profiling, destination digital upgrades, and full-link closed-loop operations" [3] Market Trends - The tourism market is showing significant growth, reflecting a deep transformation in China's cultural tourism industry [4] - There is a notable trend towards personalized and diversified travel consumption, requiring tourism products to offer richer forms and flexible combinations [4] - The report highlights a "polarization" in the tourism market, with a surge in high-end customized travel and a rise in "reverse tourism" to unique cultural destinations [4] Structural Changes in Outbound Tourism - Outbound tourism is experiencing structural changes, with Asian countries becoming popular destinations; Vietnam saw a 178% increase and Japan 49% [4] - Mobile payment has become the mainstream method for outbound consumption, with Alipay's overseas payment transactions increasing by 163% and Huawei Pay by 243% [4] Technological Impact - Technology is reshaping the travel experience, with Huawei's report indicating a 37.5% year-on-year increase in the usage rate of Huawei Tianji Tong for outbound data [5] - The demand for personalized and diverse services is reflected in the usage differences of localized apps like railway 12306 and Grab [5] - The industry faces a structural transformation from "traffic to retention," emphasizing the need for precise user engagement and optimized service chains [5]

Group 1 - Huawei Pura X, equipped with HarmonyOS 5, is expected to be a hot seller during the May Day holiday, enhancing user experience with various applications like Huawei Weather, Huawei Wallet, and Petal Maps [1][14] - The Huawei Tianji Tong service offers seamless international internet access without the need for SIM card changes, covering over 100 countries and regions, and provides promotional packages for users traveling abroad [2][4] - Petal Maps supports global navigation in Chinese and offers localized services for over 160 countries, enhancing the travel experience with official recommendations from tourism boards [4] Group 2 - The AI features of Huawei's Xiao Yi allow users to enhance their travel photos effortlessly, providing professional-level image editing capabilities [6] - Huawei Cloud Space automatically backs up high-definition photos and videos, allowing users to access their media easily and ensuring device safety with a "Find My Device" feature [8] - Huawei Weather app provides real-time weather updates and travel suggestions, enhancing user experience during trips [9][12] Group 3 - Huawei Wallet facilitates convenient public transport access in over 330 cities, and users can book tickets through the negative one screen service, enhancing travel efficiency [11][12] - The integration of various HarmonyOS applications allows users to plan, navigate, and document their travels seamlessly, making Huawei devices a comprehensive travel companion [14]