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JEP Business talks to Sure’s new chief commercial officer and Jersey chief executive Simon Baldwin about everything from 5G and connectivity to running and food
SURE has welcomed Simon Baldwin as its new chief commercial officer and Jersey chief executive.
Simon has moved to the Channel Islands from Singapore, bringing a wealth of experience from advanced and emerging telecoms markets. JEP Business sat down with him to talk about his new role, Jersey’s connectivity future and how technology continues to benefit people and businesses.
Simon, what does your role as chief commercial officer involve?
At its heart, my role is about making sure our customers have the best possible experience with Sure. For me, it’s all about keeping things simple, creating value and always keeping the customer at the centre of what we do.
From shaping our commercial strategy across the Channel Islands and Isle of Man to overseeing all our operations here in Jersey, I focus on ensuring the services we offer meet our customers’ needs today, while also looking ahead to what they’ll want in the future.
What excites you about the Channel Island markets?
What really stands out to me is how central Sure is to island life. Connectivity here isn’t just about technology – it underpins education, healthcare, local businesses and keeping families connected. Having worked in both advanced and emerging markets, I’ve seen first-hand how powerful telecoms can be in shaping communities. That’s why I’m excited about the opportunity to bring that experience here and help unlock new opportunities for Jersey.
Sure will be introducing 5G to Jersey over the next few years. How is that going to change Islanders’ lives?
5G is much more than just faster mobile internet. It’s going to change the way we live and work in the islands. It means smoother streaming, crystal-clear video calls and the ability to work or game on the go without the frustration of buffering or drop-outs.
But the really exciting part is what it unlocks for the community. 5G opens
the door to things like smarter transport and energy systems, private networks in places such as hospitals and schools, and tools that help businesses work in new ways, whether that’s remote monitoring, Cloud services or even using augmented reality to support customers.
It’s a big investment, but the payoff is long-lasting: a more connected, more resilient island where people and businesses can make the most of the opportunities that technology brings.
How big a project is the 5G rollout?
This is one of the biggest infrastructure investments we’ve ever made – up to £48 million across Guernsey, Jersey and the Isle of Man to upgrade Sure’s core network and mobile infrastructure.
It’s a clear signal of our commitment to investing in the future of all three markets, ensuring our islands have world-class connectivity to support their communities and economies.
The programme is wide-ranging: upgrading base stations and antennae right across the islands, while making sure customers experience no disruption as we move from 4G to 5G. And thanks to our acquisition of Airtel, we can deliver this transformation with around a third fewer mobile sites, reducing environmental impact and the visual footprint on our landscapes.
This investment is about more than faster mobile speeds. It’s about building resilient, future-ready networks that will enable innovation, growth and opportunity for Islanders, businesses and public services for many years to come.
What are your early impressions of the Sure team?
I’m really impressed by the team’s technical expertise and their passion for innovation; it’s something the islands can be proud of. Part of my role is to support that talent, helping the team stay agile, remove barriers and continue evolving as a modern technology company.
What’s particularly striking is their willingness not just to rise to challenges, but to challenge me too – and that kind of culture is exactly what drives innovation and makes Sure such a dynamic place to work.
Sure is part of the Beyon group. How does that global connection benefit customers here?
Being part of the Beyon group connects us to a network of like-minded operators around the world. I regularly share ideas and best practices with my counterparts – everything from digital transformation strategies to improving customer experience. Each market is at a different stage, so there’s a lot we can learn and bring back to the islands.
That global perspective means we can deliver world-class services locally, making sure island customers get the very best that modern telecoms can offer.
And finally, how have you taken to Channel Island life?
It’s been fantastic so far. I like to think I’m a quite competitive triathlete, so the Island is perfect for running and cycling. I’m gradually acclimatising to the sea swimming, which is a little colder than I’m used to. I’ve also really enjoyed exploring the local food scene; Jersey is renowned for its fresh, high-quality produce, and it hasn’t disappointed.
