Sitemap

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.

Cocktail Reception Held In Paris On Occasion Of Belgrade’s Candidacy For Expo 2027

Prime Minister Ana Brnabic and wife of the President of the Republic Tamara Vucic hosted a festive cocktail reception tonight in Paris on the...

Mauna Loa: World’s Largest Active Volcano Erupts In Hawaii

The largest active volcano in the world, the 4,169-meter-high Mauna Loa in Hawaii, erupted after recent earthquakes, the US Geological Survey announced. Volcanic ash has...

Serbia, The U.S., Spain, Argentina, Thailand Apply To Host EXPO 2027

Deputy Prime Minister of Serbia and Minister of Finance Siniša Mali said in Paris, after the end of the 171st General Assembly of the...

Spanish City Of Lugo Has The Only Nearly Intact Roman City Walls

The Roman Walls of Lugo are the only complete and intact urban defensive walls surviving anywhere in the former Roman Empire. Their circumference is 2.117...

Cocktail Reception Held In Paris On Occasion Of Belgrade’s Candidacy For Expo 2027

Prime Minister Ana Brnabic and wife of the President of the Republic Tamara Vucic hosted a festive cocktail reception...

Serbia, The U.S., Spain, Argentina, Thailand Apply To Host EXPO 2027

Deputy Prime Minister of Serbia and Minister of Finance Siniša Mali said in Paris, after the end of the...

German Ambassador Konrad Visits The City Of Pirot

The Ambassador of the SR of Germany in Serbia, Anke Konrad, visited the city of Pirot, where, in addition...

Uzice To Become The Cultural Capital Of Serbia In 2024

The working group for the preparation and implementation of the "Cultural Capital of Serbia" program has chosen the city...

Kosovo, Serbia Reach Deal To End Dangerous Dispute Over Car Plates -EU

Kosovo and Serbia reached a deal on Wednesday to end a nearly two-year dispute over car licence plates in...