Europe’s Research and Innovation activities towards the next generation of mobile connectivity standards (6G) are well underway via the Smart Networks and Services Joint Undertaking (SNS JU). The SNS ICE coordination and support action project, which is the de facto ambassador of the SNS JU, is tasked with monitoring and reporting global 6G trends to the SNS JU as well as promoting the SNS JU work to the world. This paper presents SNS ICE’s approach and designed framework to accomplish these bidirectional activities, targeting the establishment of the SNS JU achievements within the global 6G ecosystem. In doing so, this paper also highlights the key strategies of the SNS JU, summarizes the global status and roadmaps of major standards organizations with regards to 6G and provides insights into the main messages extracted by the SNS JU projects’ work so far. Within this context, the future directions of the SNS R&I work are also discussed.