As consumer demand for connected wearables continues to accelerate, mobile operators are under growing pressure to deliver seamless, scalable and frictionless experiences across smartwatches and other cellular-enabled devices.
From activating a smartwatch with the same number as a smartphone, to enabling family plans and effortless device upgrades, consumers increasingly expect wearable connectivity to “just work”. Behind these experiences sits a critical capability many users never see: Entitlements.
For operators, Entitlements have become a foundational component for enabling modern wearable experiences at scale.
The Rise of Cellular Wearables
The global smartwatch market is projected to grow from approximately $48 billion in 2026 to nearly $99 billion by 2033, with more than 562 million smartwatch users worldwide. Standalone cellular smartwatches already account for over 45% of total smartwatch market revenue, reflecting strong consumer appetite for always-connected devices.
This growth is being driven by demand for premium connected experiences from OEMs including Apple, Samsung, Google and Huawei.
Consumers increasingly expect to leave their smartphones behind while remaining reachable through calls, messaging and mobile services directly from their wearable device.
However, delivering these experiences requires more than simply provisioning connectivity. It requires dynamic entitlement management between the device, network and subscription ecosystem.
Why Entitlements Matter for Wearables
Cellular wearables rely on Entitlements to authenticate users, verify subscription eligibility, provision services and automate eSIM activation flows.
Without Entitlements, many advanced wearable use cases simply cannot function at scale.
Entitlements help operators simplify and automate the activation journey while ensuring the user experience remains consistent across devices and operating systems.
Three key wearable entitlement use cases are driving adoption across the industry:
One Number
One Number enables a wearable device to share the same mobile number as the user’s primary smartphone. Calls and messages can be received across both devices simultaneously, allowing users to remain connected even when their phone is not nearby.
For operators, One Number services can help improve customer loyalty and reduce churn, particularly among high-value multi-device subscribers.
For users, the experience delivers greater mobility and convenience without the complexity of managing a second phone number or separate billing relationship.
Family Plan
Family Plan functionality allows a primary account holder to activate cellular wearables for family members who may not own a smartphone themselves.
This use case is increasingly popular for children and senior users, enabling connectivity and safety without requiring a dedicated handset.
For operators, Family Plans can drive additional subscriber growth and increase average revenue per user (ARPU) through wearable add-on services.
Watch Transfer
As consumers upgrade their wearable devices more frequently, operators also need seamless methods for transferring subscriptions between watches.
Watch Transfer capabilities allow users to move their existing cellular plan and eSIM from an old device to a new wearable during setup, without contacting customer support.
This reduces operational overhead for operators while improving the customer upgrade experience.
Supporting a Multi-OEM Ecosystem
Wearable Entitlements must support an increasingly diverse device ecosystem. Current implementations support cellular-enabled wearables:
- Apple Watch
- Samsung Galaxy Watch
- Huawei WATCH
- Google Pixel Watch
- Wearables from other OEMs
As the market expands, interoperability and scalable onboarding across OEM ecosystems become increasingly important for operators looking to accelerate service deployment globally.
Building Better Connected Experiences
Consumer expectations around connected devices continue to evolve rapidly. Operators are no longer competing solely on coverage or pricing, but increasingly on the quality and simplicity of their digital experiences.
Wearable Entitlements help operators:
- Accelerate connected device activation
- Reduce friction in onboarding journeys
- Improve customer satisfaction
- Increase loyalty and retention
- Enable scalable multi-device ecosystems
As cellular wearable adoption continues to grow, Entitlements are becoming a critical enabler for delivering the seamless connected experiences users now expect across devices, networks and services.
To find out more about GSMA Entitlements and how they enable scalable, standardised service activation across devices, complete our short form below.
This article was developed in collaboration with NetLync, a GSMA Industry Services partner supporting entitlement solutions for mobile operators globally.
Primary Source Links
- Persistence Market Research: Smartwatch Market Size, Trends & Leading Players, 2033
- Global Market Insights: Smartwatch Market Size & Share, Growth Forecasts 2026-2035
- DemandSage: Smartwatch Statistics (2026): Global Users & Market Share