My take:

1. Drop all of the shitcoins and focus on lightning. Don't confuse users with a bunch of junk that is just going to go away.
2. Allow renewal of eSIM. Having to buy a new eSIM and re-install it all the time is a total waste and does not allow machine to machine use cases.
3. Provide an API for automated purchase, usage check, and top up so that users can automate the entire processes in their own dedicated "always on" applications.
4. Provide local services that actually have low latency. Most all eSIM providers I've tested route the connection through Warsaw, Poland which adds hundreds of milliseconds of latency for most users across the world.
5. Offer very low bitrate plans for machine to machine applications that just need to communicate small amounts quickly and reliably.