A1 Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, says proud A1 Serbia CEO Judit Albers
Our focus at A1 is on identifying growth areas and collaborating with A-list partners, utilising the power of our A1 Group to drive innovations that benefit both businesses and consumers, says Judit Albers, with whom we discussed the company’s positions on the mobile and fixed communications markets, the laying of the foundation for Serbia’s digital future, 5G and fibre optics, the entertainment industry, acquisitions and future plans.
In elaborating on your plans to strengthen the position of A1 Serbia, you mentioned innovation, the user experience and sustainability. Are they in your focus?
— We aim to introduce solutions that not only meet the needs of our users, but anticipate them – whether that’s through new digital services, improved network capabilities or personalised customer experiences. We also see sustainability as a key driver, embedding ESG principles into everything we do.
This is reflected through our #BoljiOnline initiative, a platform designed to promote safer and more responsible digital experiences for everyone. It focuses on raising awareness of digital wellbeing and provides tools and contents for users of all profiles and generations to navigate the internet safely. This initiative complements other A1 sustainability efforts, such as the installation of solar panels on base stations and community projects like A1 Kinoteka – encompassing the digital restoration of old films to preserve Serbia’s cultural heritage.
Ultimately, we aim to blend world-class expertise with a local approach, becoming a reliable partner in Serbia’s digital transformation.
You recently announced the acquisition of 100% of the shares of Conexio Metro. Are you closing in on your goal of gaining the first users on your own optical network next year? Is this valuable to the further development of digital transformation?
— This acquisition is one more step towards empowering first users with fixed services in 2025. Building our own optical network allows us to control both quality and the user experience, ensuring high speeds for our customers. Our focus on high-quality connectivity is further validated by the fact that A1 Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, which further testifies to our commitment to excellence as we expand into the fibre optics business.
Building our own optical network allows us to control both the quality and the user experience, ensuring high speeds for our customers
By having end-to-end ownership of fibre optics infrastructure, we can better address the needs of Serbia’s growing digital economy. Fibre optic connectivity is about enabling businesses, individuals and communities to unlock new opportunities. This convergence of services—integrating mobile, fixed internet, TV and other offers—enables us to create more value for customers, through bundled services, and to reduce customer churn. It positions us as a strong player on both the mobile and fixed communications markets, laying the foundation for Serbia’s digital future.
In which sectors do you see the greatest room for improvement in Serbia?
— There is immense potential in several sectors, particularly in digitalisation. SMEs, in particular, can benefit greatly from cloud-based services, secure ICT solutions and advanced digital tools that support efficiency and growth. We also see the entertainment industry evolving, with streaming and on-demand content becoming increasingly important.
Our focus at A1 is on identifying these growth areas and collaborating with A-list partners and utilising our A1 Group power to drive innovation that benefits both businesses and consumers. By leveraging our expertise in 5G and fibre optics, we are building the foundations for a more connected, efficient and digitally-advanced Serbia.