Lucic for Viewpoint of the Week: Telekom Srbija in 10 Years - A Major Company by Global Standards

The company’s net profit is expected to reach 200 million euros in 2026, said Telekom Srbija CEO, Vladimir Lucic, in an interview with Newsmax Balkans.

Appearing on the program "Viewpoint of the Week," Lucic noted that banks and financial institutions have shown strong confidence in Telekom in recent years, extending loans, without requiring guarantees.

"Telekom has a credit rating, and we issued a bond two years ago. The stock exchange and the market assess us as a perspective company, that will increase profits, reduce debt, and significantly grow in value in the future," the CEO explained.

When asked where he sees Telekom Srbija in ten years, Lucic responded: "A major company by global standards."

"Everything we have achieved over the past few years gives us the strength to prove that even a small telecommunications operator, with the right strategy, can become a large one. Through the development of digital services, content, and the intensive advancement of artificial intelligence, we are becoming a unique telecommunications operator globally. We have so many segments that are set to grow rapidly, in terms of revenue, that Telekom truly has a chance to become a major player," he emphasized.

Lucic recalled that Telekom’s value was "a few billion" about a decade ago, and that its current valuation of seven billion euros demonstrates a clear growth trend.

"Our positive cash flow will continue to improve year after year," he added.

The Power of Internet Television

According to Lucic, Telekom’s operating profit has tripled, thanks to an increase in the number of users, primarily in internet television.

"This includes higher revenue per user and the introduction of services such as cybersecurity, from which we generate additional revenue and profit. We have managed to double our revenue, which is very difficult in telecommunications. The sector often faces declining trends, as fixed-line phones and SMS messaging are no longer widely used," he explained.

Printscreen: Newsmax Balkans

Lucic also stated that Serbia is among the leading countries in Europe, in terms of fiber-optic network development.

"A total of 1.8 million households have been covered by the fiber-optic network," he said.

The CEO also addressed competitor SBB (United Group), which previously held 80% of the market.

"They had media outlets, sports rights, and a dominant position in advertising through Direct Media. They were the leading cable system with enormous media power. Yet we managed to emerge from that

situation as winners and effectively forced the competitor out of the market, by building the most powerful fiber-optic network," Lucic stated.

"A Serbian SIM Card in the U.S. Without Roaming Costs"

Telekom is now developing innovative projects, including the launch of a unique “Serbian card” in the United States.

"It will be an American SIM card priced at $29, allowing users to watch TV channels. It’s a very attractive package for U.S. conditions, offering unlimited domestic calls. With a U.S. number, users will be able to call Serbia, Bosnia and Herzegovina, and Montenegro without limits and vice versa. When you come to Serbia, you won’t need another SIM card, as there will be no roaming charges. For $29, users will get substantial mobile data in the U.S., free domestic calls, and access to our TV channels. I believe it will be very attractive," Lucic said.

Roaming with the EU Expected to Be Abolished Next Year

Asked whether roaming charges with the European Union could realistically be abolished as early as next year, Lucic expressed optimism.

"Roaming prices are already significantly lower than before. Once we integrate into the single market, you won’t need to think about roaming at all. Your domestic package from Serbia will apply anywhere in Europe. I believe this will happen by 2027, with the European Commission playing a key role. Telecommunications are leading the way, and I’m pleased that the single market will first come to life in telecoms across the Western Balkans and the rest of Europe," he said.

"Kurti Is Causing Significant Harm to the Serbian Community"

Discussing Telekom’s operations in Kosovo and Metohija, Lucic recalled that the company’s presence there has been maintained thanks to the Brussels Agreement.

"The Brussels Agreement is excellent, and it’s unfortunate that the international community in Europe and the U.S. did not exert enough pressure on the Albanian side to fully implement all its provisions. That would have made things much easier. Telekom Srbija has survived as a company with around 250 employees, providing services to 30,000 households, offering internet television and mobile telephony thanks to that agreement," he said.

According to Lucic, the administration of Kosovo Prime Minister, Albin Kurti, is causing serious harm to the Serbian community.

"The clear goal of Kurti’s administration is to drive out Serbs and make life as difficult as possible for them. We are seen as a thorn in their side. With support from U.S. and Brussels institutions, we have managed to defend ourselves, thanks to the Brussels Agreement. Currently, our biggest challenge is the administration’s reluctance to allow our expansion," he added.

He also noted that a key provision of the Brussels Agreement in telecommunications, issuing a tender for a third operator license, has not been implemented.

"They are unwilling to issue a tender for the third license, because they know we would win. They are also aware that we are technologically and financially far stronger than the two existing operators. Even their state operator, created by seizing Telekom Srbija’s assets in 1999, is struggling to the point that the state must subsidize it annually. They know a significant portion of the Albanian population would choose our network. Our company operates flawlessly there, and our employees in Kosovo and Metohija are heroes. I want to thank them for their continuous dedication," Lucic said.

Cooperation with Netflix and Amazon

In the field of film production, Telekom is increasingly operating like a Hollywood studio. Lučić said the company aims to raise production quality and distribute its series and films globally.

"We currently sell content in 30 countries. We have become owners of the best film studios in this part of Europe, and our goal is to attract more partnerships with major digital platforms," he stated.

Bloomberg in Serbia for Another Five Years

When asked how cooperation with Amazon and Bloomberg helps maintain credibility in Western markets, Lucic responded:

"As for Bloomberg, I am very pleased that after five years of cooperation, we are close to extending it for another five, and that we have brought this brand to the Western Balkans. Bloomberg is something new for our society. It educates the community and brings it closer to the European and American way of doing business. It is somewhat paradoxical that we remain the only, and still state-owned company in the Western Balkans, active on the capital market. I’m glad we brought Bloomberg and that we will continue the partnership."

He also revealed that a film is currently being shot in studios in Pancevo, for one of the major global digital platforms, without specifying which one.

Foto: Srđan Ilić

"The Serbian market is very attractive for foreign productions, as the state provides subsidies. Labor costs are lower than in Europe, while the workforce is highly skilled. That is why we aim to elevate our production quality to the level of Sweden and Turkey," Lucic said.

According to him, this is not only about profit, but also about promoting Serbia and its people.

"In the next five years, we will focus more on co-productions with Amazon, Netflix, and Disney+. We will aim for major co-productions, and I can even announce some big surprises," Lucic concluded.

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