Building the digital future: Sure unveils new identity and reveals ambition to build Jersey’s best mobile network
Sure today unveiled its new brand identity as ‘Sure by Beyon’, marking a bold new chapter of world-class connectivity for Jersey. The rebrand was presented to an audience of leaders from industry and government and reflects the company’s evolution as part of the Beyon Group, the technology group known for its leadership in digital innovation and advanced IT solutions.
Sure Group CEO Alistair Beak and Beyon Group CEO Andrew Kvålseth together outlined a shared vision and ambitious plans for the company’s brand evolution, its strategic partnership with global communications technology leader Ericsson, and key milestones achieved in the organisation’s latest strategic projects including the roll out of fibre and the acquisition of Airtel.
A brand evolution - great news for customers and teams
It’s a new era and a new identity for the biggest telecoms provider in the Channel Islands which has a local legacy dating back to 1896. The new identity aligns Sure with the scale, expertise and global reach of Beyon Group which, as one of the world’s leading communications companies, has the resources to accelerate innovation and deliver exceptional customer experiences.
“We’re a local business with a global reach, and we’re part of something bigger - a group that puts technology at the heart of connecting communities,” said Alistair Beak. “Our ambition is to build Jersey’s best network, which will be a platform for future innovation and ensuring our customers enjoy the benefits of global scale and local care. We are proud of what our 400-strong team achieve and the way they embrace world-class expertise and best practices from a truly international network operator.”
Group CEO of Beyon Andrew Kvålseth said: “Sure’s sizeable investment programme has the full backing of Beyon; £100m will be spent across the Channel Islands and Isle of Man over five years to build world-class networks that are the backbone of connectivity. That level of commitment illustrates the scale of our ambition and the impact that we believe world-class connectivity has on driving prosperity.”
Leapfrogging UK operators
Sure is investing £48 million to build the Channel Islands’ most advanced mobile network, delivering 100% 5G standalone (SA) coverage nearly a decade ahead of UK operators. This upgrade will transform connectivity for thousands of customers, boosting speeds, improving reliability and creating a future-ready platform for next-generation technologies.
As the only operator in Guernsey, Jersey and the Isle of Man committed to full 5G SA coverage, Sure is setting a new benchmark in mobile innovation. By completely replacing its existing network and combining Sure and Airtel infrastructure, coverage and capacity will increase by up to 30%.
Strategic partnership with Ericsson
Global communications technology leader Ericsson has been selected as Sure’s strategic partner to deliver this next-generation network.
“We said we would deliver a new £48m mobile network quickly - one that brings 5G, faster speeds and better coverage - and we are sticking to that promise. We are excited to announce Ericsson as our partner, and we are making good progress so that we can launch new services in 2026. Ericsson brings the scale and expertise needed to accelerate delivery of a future-ready network, enabling critical infrastructure for the islands’ digital future,” said Alistair Beak.
Luca Orsini, Head of Ericsson North Europe, said: “Ericsson is proud to partner with Sure to deliver cutting-edge connectivity that will unlock transformative capabilities for consumers and businesses across the islands. We will deploy our high-performing Radio Access Network (RAN) and core network solutions and services, ensuring a resilient, secure and world-class infrastructure.”
A new flagship store
Sure’s new flagship store will open on Monday 27 October after a complete refit and will deliver a modern retail experience for customers and truly reflect our brand. It offers customers double the area of Sure’s previous store and a welcoming, comfortable environment with dedicated service zones and a lounge for busy times.
Every detail serves a purpose, including a dedicated space for online order collections and marketing screens - ensuring a modern, practical, and customer-focused experience.
Sure’s flagship store located on the corner of Castle Street and Charing Cross, and was opened by the Government of Jersey’s Minister for Sustainable Economic Development, Deputy Kirsten Morel, on Wednesday 22 October.
Deputy Morel said: “Jersey is rightly proud of its digital economy and Sure’s investment in a next-generation network only strengthens the island’s offering. The new flagship store is a welcome vote of confidence in our vibrant high street. Hearing about Sure’s ambitious plans today reinforces that Jersey remains a centre for investment and innovation, and Sure’s commitment is to be celebrated.”
