But surely this until the first carrier breaks the deadlock and then decides to offer soft SIMS to tourists ? Then the rest of then will be forced to follow on

But surely this until the first carrier breaks the deadlock and then decides to offer soft SIMS to tourists ? Then the rest of then will be forced to follow on or else be squeezed out of the market. In fact, if you were a small-ish based carrier, then you could benefit from first-to-market as well as not being eaten by your customers going abroad (as you were first!).