From Complexity to Clarity: The Story Behind Our Award-Winning Marketing Team

In June 2026, SBTS was recognised with the Best Marketing Team award at the Carrier Community Global Awards (CCGAs), one of the telecommunications industry’s most prestigious recognitions. 

This recognition reflects the transformation SBTS has undergone over the past year. What began as a complex joint venture has evolved into a distinctive global brand with a clear identity, a unified market proposition and a scalable marketing strategy designed to support long-term growth. By aligning brand, portfolio, messaging and market activation under a single vision, SBTS has strengthened its position across the global telecommunications industry while creating a platform capable of supporting the company’s next stage of expansion. 

This is the story we shared with the judges—and the transformation that ultimately earned us the title of Best Marketing Team. 

Building More Than a Brand 

Every company reaches a point where its identity needs to evolve alongside its business. 

For SBTS, that moment came as the company expanded its portfolio, entered new markets and introduced new technologies designed to address the growing complexity of global communications. 

What began as a joint venture has become a company with its own voice, its own positioning and its own ambition. That transformation required far more than a visual refresh. It meant defining a clear purpose, simplifying how the business communicates its value and creating a brand capable of representing the innovation taking place across the organisation. 

The result is SBTS as it exists today: a company built around a simple promise—Solving Global Complexity. 

A Brand Designed for Growth 

Over the past year, SBTS has introduced a completely new brand platform, redefining how the company presents itself across every market and every customer touchpoint. 

From a new visual identity and website to a clearer portfolio architecture and a unified messaging framework, every element was designed to make the business easier to understand while supporting future expansion. 

More importantly, the transformation created a platform capable of growing alongside the company. As new technologies and services are introduced, they now sit within a consistent narrative that reflects both the company’s Japanese heritage and its global ambitions. 

Supporting the Next Generation of Connectivity 

The evolution of SBTS has gone hand in hand with the evolution of its portfolio. 

Over the past year, the company has expanded into new areas including AI-powered voice services, mobile identity, programmable communications, branded calling, number anonymisation and eSIM, reinforcing its commitment to helping operators, enterprises and digital platforms navigate an increasingly connected world. 

Each new solution contributes to the same objective: simplifying complexity while enabling businesses to communicate, connect and innovate more effectively across global markets. 

Strengthening Our Global Presence 

A strong brand is defined not only by how it looks, but by how consistently it is experienced. 

Throughout the year, SBTS expanded its international presence through major industry events, executive thought leadership, sustainability initiatives and product launches, ensuring that customers and partners experienced the same clear positioning wherever they engaged with the company. 

This consistent approach has strengthened SBTS’s visibility across the telecommunications ecosystem while reinforcing its reputation as a trusted global partner. 

Marketing as a Driver of Business Growth 

Marketing has played an important role in this transformation, not simply by communicating change, but by helping create it. 

By aligning brand strategy with business objectives, supporting the launch of new solutions and providing a scalable platform for future growth, marketing has become an integral part of SBTS’s evolution. 

The impact extends beyond brand awareness. It has strengthened market visibility, increased engagement across digital channels and created a clearer connection between the company’s capabilities and the value it delivers to customers worldwide. 

As global communications become more interconnected and more complex, SBTS remains focused on helping businesses navigate that complexity through innovation, collaboration and a brand built for the future.