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Anđelina Petrović, Chief Communications Officer, Comtrade

Custom Made Communication Solutions Are The Future

As a company with operations spanning three continents, which today – after three decades in existence – has business solutions for various industry verticals, Comtrade’s communication strategy is primarily aligned with the breadth of its operations

The rapid development of technologies like AI, IoT, robotics and 5G networks are leading to the ever-faster spread of information. Companies that have recognised this, and duly adapted their business and communication strategies in the right way, have established themselves as market leaders.

Comtrade is a leader in the IT domain, but also in business communications. What are current trends like in this area?

New technologies have enabled previously unimaginable forms of communication between companies and their surrounding community, but also with employees, thus the harmonising of internal and external aspects is an essential precondition for modern businesses. As a leader in IT, we are tasked with leading change through innovation and creativity.

With the introduction of new types and formats of communication, employees participate in the creating of content through interactive programmes and digital tools – the best recent example of which is the launch of Comtrade AR (augmented reality) effects, as well as applications with benefits that are available to employees on our internal portal, which they use on a daily basis to get informed about current affairs in all parts of the world where Comtrade offices are located.

A global market focus led to us orientating ourselves towards the establishing of an international network of communication and cooperation with eminent global media companies, so our communication approach and organising of work from home during the pandemic was presented to the world by Forbes Magazine, while the expansion of our business in Ireland was reported on by The Times.

What importance does information have in a digital business environment?

Information has become one of the main assets of companies, and the proper management of data is an imperative for successful operations. Companies that have recognised this, and duly adapted their business and communication strategies in the right way, have established themselves as market leaders.

The future lies in custom-made solutions that are tailored to the specific needs of clients or partners, as well as organisations themselves

The future lies in custom-made solutions that are tailored to the specific needs of clients or partners, as well as organisations themselves. New forms of communication must be harmonised at all levels of an organisation, which is why agility is among the most relevant prerequisites to ensure success. And all companies in the digital environment are striving to find a trusted partner that adapts to market changes with agility. We saw an example of this in 2020, during the first phase of the organising of work from home, when Comtrade secured the largest internal VPN network in this part of Europe, thus enabling secure and uninterrupted communication among employees.

What should be the focus when it comes to strengthening image and reputation, but also when it comes to improving competitiveness?

In a sea of information, it is important to remain authentic. Company reputation and image are based on reliability and integrity, and constantly upgrading and creating new, innovative approaches to communication is essential to maintaining a competitive advantage. Technologies that enable direct contact with clients provide significant insights into their needs, but also those of employees, thereby providing space to create personalised services. In the domain of information technology, this aspect related to customised solutions and software services tailored to the needs of clients, while new digital formats have been introduced in the domain of communication, a good example of which are internal digital applications for employees, AR effects and other AI-based tools.

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