“What 2025 Was Like for mobineX”

mobineX is the first Georgian-origin company founded in Great Britain that has been offering subscribers high-quality roaming internet at affordable prices around the world since 2023.

2025 was full of news for mobineX. The company further expanded its coverage area, entered a new market, and acquired more partners, which made it possible to offer customers diverse and interesting promotions.

About this year's achievements, challenges, and future goals, the company's managing partner and co-founder, Mariam Kakabadze, will tell us in more detail.

• How does mobineX evaluate the results of 2025's work? How did demand for your services grow, and what is the average indicator of SIM and eSIM sales using your example?

I will start with the news that in 2025, mobineX set a new challenge as a goal, and I am pleased to say that we successfully achieved this goal. mobineX is already actively operating on the Armenian market as well. We have gone beyond the Georgian market, which is reflected in the fact that the list of subscribers from Armenia has increased considerably.

Throughout the past year, the number of mobineX subscribers increased daily. Demand for roaming internet - for physical and electronic eSIM cards - is growing more and more. The market allows us to attract even more people's attention, and we are actively working in this direction. We also pay very close attention to loyalty; accordingly, we have interesting offers not only to attract the attention of potential customers but also to retain existing ones.

• In 2025, which were the most frequently requested regions/countries by customers?

It is difficult to give a definite answer to this question. In this case, it depends on the season. Throughout the summer, the most demanded were seaside resorts - Cyprus, Greece... With the approach of the New Year, the Czech Republic and Austria are more popular locations. There are destinations that are in demand throughout the year, for example, Turkey. Sporting events also determine the demand for internet packages.

Currently, in our list of popular packages, you will see internet packages for Turkey, Belgium, Austria, France, Germany, Italy, Poland, and China.

• What did the company do to increase and improve the quality of service provided by the company, and were new partners added in this regard?

Customer feedback is most important to us, so we periodically conduct surveys to take care of service improvements. We also develop new ideas based on communication with subscribers.

For example, considering that artificial intelligence has become very relevant recently, we also added appropriate functionality - an AI assistant that helps subscribers choose internet packages.

To make the service more diverse, the mobineX application added another functionality - with its help, it became possible to call both landline and mobile numbers from anywhere in the world in such a way that the call recipient does not need internet access.

It must also be noted that mobineX has a 24/7 Georgian-speaking support team that is ready to answer subscribers' questions on various platforms. This year, these services were further refined and improved.

We have stable and experienced international partners. Their number increased even more in 2025. Together with strategic partners, we constantly have interesting offers, we are active supporters of sporting events, and from time to time, we offer special benefits to fans.

• In your segment, there is an increase in competition - it is a fact that more offers and new companies are appearing on social networks - what is mobineX's competitive advantage today?

For us, the increase in competition in this niche is only good news. Market diversification and healthy competition give consumers freedom of choice. In such times, our advantage is accumulated experience. We were the first to say that it is possible for travel internet to be at an affordable price and that favourable conditions do not affect service stability. In this direction, mobineX was an innovator, and we continue to move forward this way today.

The main advantage of mobineX lies in the quality of services. We claim that our customers use the fastest travel internet. I should also say here that our subscribers often say that mobineX internet is consumed more slowly than standard, which makes their travel expenses cheaper. Naturally, this is our significant advantage. Moreover, when using mobineX roaming internet, subscribers do not have to use a VPN when travelling in China. Similar details ultimately make a big difference, which our subscribers appreciate, and that is why they make the choice - mobineX.

• How did the configuration of your services change: did you add new packages, internet volumes, eSIM conditions, or destinations?

The mobineX catalogue currently unites more than 1,800 internet packages. We have regional and local offers tailored to customers with different needs and preferences. It is also important that roaming packages are available in several currencies. We also have news this year regarding physical cards. Purchasing our SIM cards is now also possible just a few meters from Tbilisi Airport - at the Ibis Hotel.

• What are your main goals for 2026 - increasing the number of customers, strengthening marketing activities, expanding services, or searching for new markets?

Our goal is for mobineX service to be accessible to everyone. As I mentioned, we are already actively operating in the Armenian market, and we have taken big steps in other directions as well. In the future, we plan to master more countries. In addition, we still hold hope that one day we will enter the Georgian market as a mobile virtual network operator.

Does mobineX plan to offer new services to the market in 2026, and what plan is the company working on in this direction?

Of course, in 2026, we will not stop developing, and we will actively continue to improve and diversify services. Active work is ongoing in various directions. So big surprises await our subscribers.

• How do you plan to improve customer support and bring the experience to a better communication/technical level?

I think communication with the customer is the most valuable, and our action plan is based exactly on feedback. We will continue this way in the future as well. mobineX has its own communication language, flexible pricing policy, internet offers tailored to customers, quality connection, and experienced partners, which are a priority for our subscribers.