A SIM profile provisioning method of a terminal (100, 230, 330, 410, 600), the method comprising: transmitting (208, 308), to a market server (250, 350, 430), a subscription plan list request message, wherein the subscription plan list request message comprises an access public land mobile network, PLMN, ID of an access network to which the terminal is connected; receiving (210, 310), from the market server (250, 350, 430), a response message, wherein the response message comprises a subscription plan list containing subscription plans in an order of priority; wherein the subscription plans are associated with the access PLMN ID included in the subscription plan list request message, wherein the subscription plans in the subscription plan list are offered by at least one operator; displaying the subscription plan list, wherein displaying the subscription plan list comprises presenting the subscription plans in the priority order; receiving an input for selecting (211, 311) at least one subscription plan from the subscription plan list; transmitting (212, 312), to the market server (250, 350, 430), information on the selected at least one subscription plan, wherein the transmitted information comprises at least one of a selected PLMN ID and a subscription plan identifier; receiving (213, 313), from the market server (250, 350, 430), an address of a SIM profile provisioning server (260, 360) corresponding to the selected at least one subscription plan; and accessing (215, 217, 316, 320) the SIM profile provisioning server (260, 360) for downloading (215, 217, 316, 320) the SIM profile corresponding to the selected at least one subscription plan, if the selected PLMN ID of an operator offering the at least one subscription plan matches the access PLMN ID of the operator to which the terminal is connected. transmitting (208, 308), to a market server (250, 350, 430), a subscription plan list request message, wherein the subscription plan list request message comprises an access public land mobile network, PLMN, ID of an access network to which the terminal is connected; receiving (210, 310), from the market server (250, 350, 430), a response message, wherein the response message comprises a subscription plan list containing subscription plans in an order of priority; wherein the subscription plans are associated with the access PLMN ID included in the subscription plan list request message, wherein the subscription plans in the subscription plan list are offered by at least one operator; displaying the subscription plan list, wherein displaying the subscription plan list comprises presenting the subscription plans in the priority order; receiving an input for selecting (211, 311) at least one subscription plan from the subscription plan list; transmitting (212, 312), to the market server (250, 350, 430), information on the selected at least one subscription plan, wherein the transmitted information comprises at least one of a selected PLMN ID and a subscription plan identifier; receiving (213, 313), from the market server (250, 350, 430), an address of a SIM profile provisioning server (260, 360) corresponding to the selected at least one subscription plan; and accessing (215, 217, 316, 320) the SIM profile provisioning server (260, 360) for downloading (215, 217, 316, 320) the SIM profile corresponding to the selected at least one subscription plan, if the selected PLMN ID of an operator offering the at least one subscription plan matches the access PLMN ID of the operator to which the terminal is connected.