General Director of Telekom Srbija, Vladimir Lučić, has presented the company’s strategic objectives for 2026, emphasizing ongoing advancements in digital infrastructure and international expansion. The company is building on a strong financial performance from the previous year, which saw significant consolidation within the Serbian telecommunications market. In 2025, Telekom Srbija achieved revenues exceeding EUR 2.2 billion and an operating profit surpassing EUR 1.2 billion, reflecting robust organic growth and increased service adoption.
A central element of Telekom Srbija’s strategy involves the deployment and enhancement of a nationwide 5G network. Lučić announced plans to expedite the rollout so that by the end of 2026, all areas of Serbia will have access to 5G services. This initiative aims to improve network quality and stimulate broader digital transformation across various sectors, positioning 5G as a key enabler for advancements in mobile broadband, enterprise solutions, and the Internet of Things.
In addition to its domestic initiatives, Telekom Srbija is intensifying its international growth strategy with a specific focus on entering the U.S. market. Lučić indicated that the company plans to commence operations in the United States in late 2026 using a Mobile Virtual Network Operator model. This venture will initially cater to the diaspora from the Western Balkans and represents a significant shift from traditional regional markets into one of the largest telecommunications ecosystems globally. The company is also expanding its presence in Western Europe, where it currently operates virtual networks in multiple countries.
The U.S. expansion aligns with Telekom Srbija’s broader global strategy, which includes partnerships with international technology and financial institutions aimed at attracting investment for technology development and network modernization. These collaborations are expected to enhance Telekom Srbija’s capacity for innovation in areas such as artificial intelligence, cybersecurity, and multimedia services, thereby integrating the company more deeply into global technology value chains.
Lučić also highlighted efforts to solidify Telekom Srbija’s position in regional markets through acquisitions and diversification of services. The company has expanded its customer base significantly by enhancing its cable and television offerings, which has improved its content portfolio and regional presence. Future plans include further development of media services across Eastern Europe and deeper consumer engagement in key markets.
From an operational standpoint, Telekom Srbija is advancing its artificial intelligence strategy as a primary driver for future revenue growth and efficiency improvements. This includes integrating AI into various aspects of network management and customer experience platforms while supporting AI-focused startups through dedicated investment initiatives.
As Telekom Srbija approaches 2026, it aims to reinforce its status as Serbia’s leading telecommunications provider through comprehensive 5G coverage while pursuing selective international expansion strategies, particularly in the U.S. This dual focus reflects an ambition to evolve from a prominent regional operator into a globally competitive digital services entity, balancing infrastructure investments with innovation and new avenues for growth.
