Lucic for Newsmax Balkans on Telekom’s Plans: Expansion into U.S. Market, 5G Development, and Regional Netflix

In an interview for Stav dana on Newsmax Balkans, the company’s CEO, Vladimir Lucic, reveals details about operations, 5G network plans, investments in artificial intelligence, and the reasons why he believes Telekom Srbija can become a regional Netflix.

The final quarter of 2025 has brought results exceeding expectations for the company. According to the CEO, Telekom Srbija has completed the consolidation of the cable market in Serbia and opened doors to new markets, particularly in Germany and the United States.

"This year we reached the final stage of consolidating the cable market in Serbia. Through the acquisition of United Group, we gained an additional 300,000 users, and channels such as yours now have national coverage", said Lucic.

As a result, strong financial performance followed - company revenues reached 2.2 billion euros, while operating profit climbed to 1.2 billion.

"When we started in 2018, revenues in Serbia stood at 750 million, and the group’s total revenue was about one billion. Today, we generate 1.5 billion in Serbia alone", Lucic emphasized, adding that the number of television users grew from 420,000 to more than 1.5 million.

A New Phase: 5G, America, and Eastern Europe

According to Lucic, the coming year will mark a new strategic direction – the development of 5G technology and entry into the U.S. market.

"In December, we’ll receive our 5G license. Next year will be dedicated to developing that technology, and I’m confident that by the end of 2026, we’ll have solid coverage", Lucic announced.

At the same time, Telekom Srbija is preparing to launch a virtual mobile operator in the U.S, which will use the TNT network. The project was initially planned for this year but was postponed due to the complexity of acquiring United Group.

Foto: Milena Đorđević

On the media front, Lucic also highlighted the expansion of cooperation with the American news giant Newsmax.

"Starting next year, we’ll expand Newsmax to Eastern Europe. The headquarters will be in Belgrade, and the plan is to cover Poland, Romania, and gradually the whole of Europe", the CEO explained.

Artificial Intelligence as the Strategic Foundation

Artificial intelligence, Lucic underlined, is not only transforming the way telecom operators work but also opening new revenue streams. Telekom Srbija is therefore developing a three-year strategy based on AI.

"AI is both a challenge and a tremendous opportunity for those who position themselves in time. Through our fund, we finance startups based on AI technology, and we’re already seeing the first concrete results", said Lucic.

Cybersecurity as a New Pillar of Operations

Another key growth area is cybersecurity. Telekom acquired a majority stake in the company Pulses and launched Serbia’s first Security Operations Center (SOC).

"We’re already working with major corporations and state institutions, and we plan to export these solutions to other markets - Germany, the U.S., Austria", Lucic said, noting that the company closely cooperates with American institutions, including the State Department and the Department of Commerce.

The Ambition: A Regional Netflix

As part of its strategy for the next decade, Telekom is investing more than 130 million dollars in domestic and regional production. The goal is to become the dominant streaming platform for the Balkans, both in the region and within the diaspora.

"We already produce over 50% of local content and have more than two million users. In ten years, when linear TV channels phase out, we want to be that one icon users click - whether they’re in Serbia, Vienna, or Chicago", Lucic explained.

Foto: Milena Đorđević

Telekom already sells series and films in more than 30 countries, collaborates with platforms such as Netflix and HBO, and is working on projects that use AI for automated sports production.

"We’re Looking for a Serbian Unicorn"

Lucic placed special emphasis on the startup fund that Telekom launched three and a half years ago.

“We’ve invested in 24 startups. We believe at least one can become a unicorn, meaning it would be worth over a billion dollars", Lucic said, citing examples such as smart glasses with automatic diopter correction and an app for detecting vascular diseases.

The plan for 2026 includes partnerships with U.S. funds and expanding investments beyond Serbia.

The U.S. and Germany as the Most Challenging Markets

Although Telekom already has a foothold in Austria and Germany, entering the U.S. market presents unique challenges.

"In America, everything operates online - the diaspora functions differently, and there are no physical branches like in Europe. But precisely for that reason, the potential is enormous", Lucic pointed out.

He also mentioned that Telekom Srbija already operates in Turkey and plans further expansion in Asia due to the large number of Serbian speakers there.

Telekom as a Leader of Digital Europe

When asked where he sees the company in five to ten years, Lucic replied:

"We don’t look just five years ahead like investment funds do. We set strategies for the next ten and more years. Telekom will be a leading player in the region in AI, cybersecurity, and multimedia content. That’s no longer just an ambition - it’s a path we’re already deeply on".

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