April 2023, Issue No. 222

CONTENTS

CURRENT TOPIC

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EDITOR IN CHIEF:

Neda Lukić n.lukic@aim.rs

ART DIRECTOR:

Branislav Ninković b.ninkovic@aim.rs

CONTRIBUTORS:

Ljubica Gojgić, Radmila Stanković,

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Maja Vukadinović, Mirjana Jovanović, Miša Brkić, Rob Dugdale, Steve MacKenzie, Zorica Todorović Mirković, Sonja Ćirić, Miloš Belčević

PHOTOS: Zoran Petrović

COPY EDITOR: Mark Pullen

TRANSLATION & EDITING: PULLEN EDITORIAL HALIFAX

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DIRECTOR: Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PUBLISHER: Ivan Novčić i.novcic@aim.rs

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PAWEŁ PERL Ambassador of Poland to Serbia THE POLISH OFFENSIVE

H.E. HAMI AKSOY Ambassador of Türkiye to Serbia HARD TIMES ALWAYS REVEAL TRUE FRIENDS

HELGA RABL-STADLER Special Adviser for Foreign Culture at the Austrian Ministry of Foreign Affairs NAVIGATING A WORLD IN FLUX

READY

This is a test of both the political skill and technology of the governments of Kutri and Vučić.

Resistance among the opposition, in both Belgrade and Priština, supports the assessment that it is nonetheless a compromise agreement at a given moment – with the clarification that the agreement was written by countries that have recognised the independence of Kosovo, and it thus cannot really be “pro-Serbian”. However, with a certain sensitisation of the “collective West” (more the U.S. than the EU) towards Serbian interests, Vučić still managed to get some wiggle room for a creative interpretation of the Agreement, primarily on the domestic front.

In this case, Kosovo again serves to prove that the Serbian division between those for and against Vučić is not the main division in the country, as it cannot be used to interpret the essential dilemmas of Serbian society, which is itself increasingly conformist and apolitical. Pragmatic mimicry behind aggressive quasi patriotic devotion. For now, the majority of public opinion, According to the research of Demostat, for now the majority of the public silently supports Vučić on Kosovo. Provided you don’t sign, that’s enough for us, and we know the reality – so reach agreement, implement.

The Serbian president’s announcement

BY ZORAN PANOVIĆ

Post Ohrid

Although spring has only just sprung, I would already nominate “red lines” for 2023 term of the year. Everyone has them – from Putin and Xi, via the “collective West” (as Putin likes to say), all the way to Vučić and Kurti. The implementation of the European plan for Kosovo, or the Annex from Ohrid, will imply a way for both the Serbian and Albanian sides to relativise those “red lines”, while they simultaneously remain a sacralised part of the narrative

on the formation of the People’s Movement marks a certain rebranding of the ruling Serbian Progressive Party, but it also represents an attempt to fortify the political centre. Due to the situation (both internal and external), Vučić must – partly out of inertia and partly due to his own engineering – move towards the centre (and even usurp it) in order to legitimise the “new reality”.

Due to the situation (both internal and external), Vučić must – partly out of inertia and partly due to his own engineering – move towards the centre (and even usurp it) in order to legitimise the “new reality”

Anyone who remains outside the People’s Movement (originally the Serbian bloc) will be presented if not as “extreme”, then as “irresponsible” regarding the interests of the state and the nation. Moving to the centre will not mean accepting a centrist worldview (nor will the West exert pressure regarding that issue), but rather the propaganda will continue to be deafeningly progressive, as a “scorched earth” tactic towards opponents, patriotically charged to the max in order to anaesthetise the right and its accusations of “betrayal” on the issue of Kosovo. It is paradoxical that the

“third way” on the Serbian political scene is being formulated by a leader who has spent more than a decade in power.

In March (due to the anniversaries of their deaths), the posthumous charisma of Milošević and Đinđić crossed paths again. This year was also the “jubilee” (20-year) anniversary of Đinđić’s assassination, which only strengthened the symbolism.

In terms of identifying himself with Đinđić, it is enough for Vučić to enhance the level of misunderstanding in reformism, in swallowing frogs on the Kosovo issue, and drawing parallels regarding threat levels. Although, paradoxically but pragmatically, Vučić criticises post-5th October policies in order to highlight the importance of policies after his SNS came to power in 2012, or in order to relativise the disastrous impact of the policies of the ‘90s, when – during certain important phases – Šešelj’s Radicals (which included the young Vučić) participated in the Milošević government.

Although he clearly respects Milošević, Vučić is extremely careful not to enter into the kind of irrational conflict with the West that led to the ruin of Milošević. The Dayton Agreement didn’t change the character of Milošević’s regime. Will Ohrid change Vučić’s? Not in essence.

On the issue of ideology, Vučić is agnostic. His political ideal is probably Đinđić’s software and Šešelj’s hardware. It might look like Frankenstein’s monster, but it works.

CATHERINE MARGARET ASHTON BARONESS ASHTON OF UPHOLLAND, GCMG

And Then What?

The Brussels Agreement laid the foundations for both Belgrade and Pristina to develop their relations, and gave them space to discuss their ambitions for the future ~ Catherine

Ashton

THE BRUSSELS AGREEMENT

I don’t think it has been forsaken. I always knew that implementing the agreement would be difficult, and it was in any event only the first step

Baroness Catherine Ashton, a British politician and former High Representative of the European Union for Foreign Affairs and Security Policy, who led the discussions that resulted in the signing of the First Brussels Agreement on the normalisation of relations between Belgrade and Pristina a decade ago, recalled the dialogue that preceded the signing of the Agreement in her recently published memoir And Then What? Inside Stories of 21st-Century Diplomacy.

Her insider’s insight into the world of diplomacy provides readers with details of the months-long efforts to persuade political leaders from our region to reach agreement, by reminding them of the historical events and then-current political circumstances that had brought to the stage Hashim Thaci, Ivica Dačić and Tomislav Nikolić, and ultimately Aleksandar Vučić. as the last to join the negotiations and the man who continues to lead them to this day.

In the year marking the 10th anniversary of the adoption of the Brussels Agreement, this agreement is being consigned to history only partially fulfilled. It has been replaced by a new agreement, also reached in Brussels, under new circumstances and with new partners who are convinced that this new agreement will provide a permanent resolution to relations between Serbia and its breakaway southern province. However, commenting briefly on the fate of the agreement that was reached under her supervision, Lady Ashton tells CorD Magazine that she doesn’t think it has been forsaken. “I always knew that implementing the agreement would be difficult, and it was in any event only the first step”.

Her book also features numerous other testimonies regarding events that she participated in as the then head of European diplomacy, including her particularly interesting and timely recollections of the dialogue on bilateral relations between the presidents of Russia and Ukraine.

Baroness Ashton, who will also go down in history as the last Brit to head EU diplomacy – given that the UK withdrew from the Union not long after she concluded her term in Brussels – recently joined the Eurasia Group, an international think-tank devoted

MEMBERSHIP

The decision on the membership of Kosovo lies with the membership of the UN. Whatever happens, I look forward to Serbia AND Kosovo being members of the EU

THE FUTURE

By Ljubica Gojgić

exclusively to helping investors and business decision-makers understand the impact of politics on the risks and opportunities in foreign markets.

 Lady Ashton, you entitled your memoir ‘And Then What? Inside

We need to think about the future, and what might happen as a result of events. Considering the long term should become a more central part of how we approach crises and issues

Stories of 21 st Century Diplomacy’ Could you tell us something about this intriguing title, which is actually a question that you’ve often posed in your conversations with world officials?

I called my book “And Then What?” because it summed up what I tried to consider when I was in office, and what I have thought about since I left. We need to think about the future, and what might happen as a result of events. Considering the long term should become a more central part of how we approach crises and issues.

The Serbian public is interested in your recollections of the talks that led to the signing of the Brussels Agreement on the normalisation of relations between Belgrade and Pristina, precisely 10 years ago. You were then also nominated for the Nobel Peace Prize. Viewed from today’s perspective, do you consider that this Agreement has since been forsaken? I don’t think it has been forsaken. I always knew that implementing the agreement would be difficult, and it was in any event only the first step. I am looking forward to the results of the latest initiative and the meetings taking place between Kosovo and Serbia. I wish them well and continue to believe that the future of both lies in the EU.

If we were to transpose the question that forms the title of your book onto the Brussels Agreement, we would have to note that the Community of Serb Municipalities, to which six of the 15 points of the Agreement refer, has never been formed and that the dialogue on the normalisation of relations has turned into talks on the recognition of Kosovo’s independence. Does that surprise you?

Moving forward is never easy. I know that Miroslav Lajčák is the right person to help both sides find a way through to their future in the European Union. The “And then What” question is answered by the work he is doing, and the efforts both sides are now making.

I am looking forward to the results of the latest initiative and the meetings taking place between Kosovo and Serbia. I wish them well and continue to believe that the future of both lies in the EU

Exclusive Interview

significant for you. Today, Gabriel Escobar is supporting current EU Special Representative for the BelgradePristina Dialogue, Miroslav Lajčák. The Belgrade-Pristina dialogue, but also the cases of Ukraine or Iran, can serve as examples to pose a question that you have been considering yourself: has the EU managed to profile itself as a strong geopolitical player or does it still merely follow policies defined by the great powers, primarily the U.S.?

I believe the EU is an important geopolitical player. The work done on the Belgrade-Pristina dialogue was led by the EU and supported by the U.S. – It is important that the EU takes a lead where it can, especially in its neighbourhood, while recognising the importance of the partnership with the U.S.

I believe the EU is an important geopolitical player. The work done on the BelgradePristina dialogue was led by the EU and supported by the U.S. – It is important that the EU takes a lead where it can, especially in its neighbourhood, while recognising the importance of the partnership with the U.S.

The Brussels Agreement laid the foundation for both to develop their relations, and gave them space to discuss their ambitions for the future. It is good to see that both leaders are prepared to meet and talk and look for answers.

The issue of Kosovo’s membership in international organisations was a frustrating one for you when you were leading the Brussels dialogue. As you write in your book “...the Kosovo side persuaded us to add a sentence saying neither side should block the other’s path to membership of any interna-

tional organisation”. You considered that to have been a mistake at the time, so – as you write – you “kicked a lot of furniture, furious with myself for even trying to write it down”. Do you envisage Kosovo becoming a UN member state in the near future? The decision on the membership of Kosovo lies with the membership of the UN. Whatever happens, I look forward to Serbia AND Kosovo being members of the EU.

 You wrote that the support you received from Hillary Clinton was

Speaking at the University of Oxford’s Blavatnik School of Government recently, you announced that you will be travelling to our region in the nottoo-distant future to discuss, among other things, Serbia’s responsibility and possible roles it could play as a relatively strong country. Do you believe Serbia’s leaders are sufficiently cognisant of the country’s responsibility as a regional leader?

I hope to travel to the region soon, in support of the efforts of both Serbia and Kosovo. I do think that President Vucic and others recognise the important responsibilities that lie with them and their country in the region.

WITH BORIS TADIĆ, THEN PRESIDENT OF SERBIA, FEBRUARY 2012

WITH IVICA DAČIĆ, THEN PM, CURRENT DEPUTY PM AND MFA OF SERBIA, 2013

The Polish Offensive

Poland has become Serbia’s 9th biggest economic partner. Energy solutions, aircraft maintenance, real estate, ATM and banking IT, electronic payment systems, as well as food, clothing, furniture, footwear, cosmetics and household chemicals are among many best-selling products and services in Serbia that are provided by Polish companies

H.E. RAFAŁ PAWEŁ PERL AMBASSADOR OF POLAND TO SERBIA

By Ljubica Gojgić

ENERGY

Poland and Serbia both have a coal-based energy mix, which makes us natural partners for discussion and possible cooperation with regard to so-called “green transformation”

Constant progress – these are the words chosen by Polish Ambassador Rafał Paweł Perl to describe bilateral relations between Poland and Serbia. Speaking in this interview for CorD Magazine, he says that the Polish Foreign Trade Office – which is expected to open soon – will provide additional support to Polish investors who are interested not only in Serbia, but the Western Balkans as a whole. The same regional principle will also be applied to the operations of the Polish Institute in Belgrade, which Ambassador Perl sees as a “game changer”. Based in the Serbian capital, the Polish Institute will serve as a platform for cultural and educational cooperation and people-to-people contacts throughout the Western Balkans.

Your Excellency, Serbia welcomed a Polish delegation in late February led by Secretary of State Arkadiusz Mularczyk, who spoke about the intensifying of cooperation between Poland and Serbia. From your own perspective, how would you evaluate the current level of bilateral relations between our two countries?

As I am asked quite frequently about Polish-Serbian bilateral cooperation, I tend to reply that what we see from our perspective is constant progress. On the one hand, this is a good way to focus on what has already been achieved, while on the other hand it serves the necessity to admit that much more has to be done, as both Serbia and Poland are countries on a dynamic growth path. Political meetings and high-level visits are really important and helpful, but the real challenge is the followup. Cooperation between different sectors of our administration and business should be better supported and shaped. We definitely need to increase the number of bilateral agreements, memoranda of understanding and projects, not only in order to create a formal legal framework, but also to get to know each other better. It strikes me that Poles and Serbs who visit our countries for the first time share the feeling of a positive surprise, which is

PAIH

It is important to emphasise that these PAIH Foreign Trade Offices are opened to cover rapid growth markets, which represent the highest potential for Polish companies and our foreign trade

based not only on an appreciation for friendliness, hospitality and cultural proximity, but also on discovering how quickly we are both closing the development gap on prosperous Western states and societies. I’m happy to be part of “the Polish offensive in Serbia” (I borrowed this expression from a member of the management of the Serbian Ministry of Foreign Affairs), which includes both new elements in our local toolbox (the Honorary Consulate in Niš and the Polish

UKRAINE

From my point of view, we should be prepared for an enduring conflict, one that will have a major impact on the future of Europe or even world order

to data provided by the Statistical Office of the Republic of Serbia) the threshold of two billion euros (with year-on-year growth exceeding 40%), placing Poland in the position of the 9th biggest economic partner of Serbia. Energy solutions, aircraft maintenance, real estate, ATM and banking IT, electronic payment systems, as well as food, clothing, furniture, footwear, cosmetics and household chemicals are among the many best-selling products or services sold/provided to the Serbian market by Polish companies. Poland’s national carrier, PLL LOT, which last year commemorated the 75th anniversary of the establishing of regular direct flights between Warsaw and Belgrade, is the first choice of many Serbs travelling to the United States or Canada, and Warsaw’s Fryderyk Chopin Airport has been receiving great reviews as a “hub” for transfers to destinations in North America and Scandinavia. The agri-food industry, food processing, energy solutions and green technologies are among the most promising areas of further economic cooperation, with a constant focus on strengthening the position of Polish companies and products that are already present on the Serbian market.

Could you tell us about plans to open a Polish Office for Trade Cooperation in Serbia?

Institute of Culture and Foreign Trade Office in Belgrade), but also mutual interest with regard to direct cooperation between our countries’ ministries and state institutions.

Judging on the basis of high-level bilateral contacts, agreement exists regarding the possibility of improving economic cooperation between our two countries. In which areas do you see the greatest potential?

The pace of the development of the bilateral trade exchange is definitely going beyond our expectations, having last year passed (according

In order to offer direct assistance to Polish business abroad, the Polish Investment and Trade Agency (PAIH) is opening its own foreign trade offices. This global network is responsible for providing support to Polish exporters and investors seeking new opportunities abroad. The PAIH offices abroad do not operate under the “diplomatic umbrella” and are registered according to local regulations as limited liability companies that are partly financed through their own commercial activities (due diligence, market analysis and legal advice for Polish business). It is important to emphasise that these PAIH Foreign Trade Offices are opened to cover rapid growth markets, which represent the highest potential for Polish companies and our foreign trade. The Belgrade Foreign Trade Of-

It strikes me that Poles and Serbs who visit our countries for the first time share the feeling of a positive surprise, which is based not only on an appreciation for friendliness, hospitality and cultural proximity, but also on discovering how quickly we are both closing the development gap on prosperous Western states and societies

fice, which should be fully operational soon (the process of registering the company is underway), will cover not only Serbia, but also the entire Western Balkan region. Its upcoming opening is the best proof that the dynamically growing Serbian economy and market, which have great prospects (with a high level of public investments, increasing consumption and levels of regional cooperation), are definitely attracting the growing attention of Polish entrepreneurs, particularly given that they have “rediscovered” the Western Balkan region after the Covid-19 pandemic and its well-known impact on the global economy.

There has been lots of talk about Poland in Serbia over recent months, due to the import of milk from your country, which is more competitive than domestic milk in terms of price. Given that this is a very important issue for Serbia’s local farmers, could you say something about the importance of the subsidies and incentives that Polish livestock/ dairy farmers receive from EU funds?

According to the rules of the strategic plan of the EU Common Agricultural Policy for 2023-2027, direct subsidies per dairy cow will reach an average of 94 euros annually. Additional important financial support can be also gained by implementing animal welfare plans, which include, for instance, the obligation of providing and managing regular access

Poland’s national carrier, PLL LOT, which last year commemorated the 75th anniversary of the establishing of regular direct flights between Warsaw and Belgrade, is the first choice of many Serbs travelling to the United States or Canada, and Warsaw’s Fryderyk Chopin Airport has been receiving

biggest producer (after France and Germany) and is ranked 12th globally (2% of world milk production). Exports of Polish dairy products reached the level of €2.6 billion in 2021, with a significant year-on-year rise of 13%. It is also noteworthy that total exports of Polish food reached a value of €37.4 billion in 2021.

 The recent message to Belgrade from Warsaw is one of support for Serbia’s European integration. Would you assess Serbia or Ukraine as being closer to EU membership today?

to outdoor areas for animals. Dairy production in Poland is definitely a success story, which shows how important our 2004 EU accession proved to be from the perspective of Polish agriculture and Polish farmers. With the constant rise of milk production (up by more than 24% from 2004 to 2020, and still rising), Poland is the EU’s third

As the representative of a country that is known for its steadfast political support for Serbia’s EU integration, I would note with great satisfaction that we try to do our best by using a double-track approach: both bilateral and multilateral. Apart from political support in Brussels, Polish experts share knowledge, best-practices and lessons learned from our accession process with their Serbian colleagues, utilising the framework of EU twinning projects (we’ve been participating in two such projects in the last two years), as well as bilateral initiatives (like the Belgrade Conference of Polish and Serbian experts working on EU-related matters). As a well-known supporter of the EU’s Open-Door policy, Poland has spent many years advocating for the continuation of the process of integrating the Western Balkan states, as well as offering European perspectives to the countries of our Eastern neighbourhood (Ukraine, Moldova, Georgia). It goes without saying that Poland not only welcomed, but also actively paved the way to the European Council decision of June 2022 that granted membership candidate status to Kiev and Chisinau, which unfortunately had to be taken under such dramatic circumstances of Russian aggression against Ukraine. It is clear to me that the accession process, which is extremely complicated and demanding, should not be perceived as a race among candidate states – the history of V4 (Poland, Czechia, Slovakia and Hungary) proves that close cooperation and mutual support are effective and efficient when negotiating with Brussels. Knowing about the good cooperation between Belgrade and Tbilisi with regard to the EU integration process, I think Serbia - as a country with ten years’ experience in negotiations that has advanced well in the process (with several opened chapters/clusters) – can also be of great help to the Ukrainian side in the future.

great reviews as a “hub” for transfers to destinations in North America and Scandinavia

How do you view the current situation in Ukraine? Do you think room exists to bring an end to the conflict or is escalation a more likely scenario?

I don’t know if I should be seen more as a pessimist or realist, but from my point of view, we should be prepared for an enduring conflict, one that will have a major impact on the future of Europe or even world order. As we discuss the possible scenarios for the end of this brutal war, we are understandably focused on political, military and economic factors, on the basis of available data and intelligence reports. However, we should not overlook the issue of bringing justice to the thousands of victims of the Russian aggression against Ukraine. In an effort to bring into question the very existence of the Ukrainian state, nation or even language, Moscow launched a war that not only violates international law and order, but that also demonstrates, on a daily basis, the Russian state’s disregard and contempt for basic human rights and international obligations. Executions, tortures, brutal interrogations, rapes, plundering, attacks on civilian infrastructure, unlawful mass deportations and abductions of Ukrainian children cannot go unpunished, especially given the fact that they are deliberately used by the Russian side as yet another tool to break the spirit of the Ukrainian nation. Any peace deal has to be based on the notion that the perpetrators (including the highest-level officials) will be brought to justice and made to pay for their crimes.

The recent visit of the Polish delegation mentioned at the start of this interview included discussion of the strengthening of bilateral cooperation in the domain of energy. Are there any specific projects being developed in this regard?

Poland and Serbia both have a coal-based energy mix, which makes us natural partners for discussion and possible cooperation with regard to so-called “green transformation”. We are also one of the EU member states that best understands that this kind of change is extremely challenging and cannot happen overnight, due also to its heavy social impact on mining regions. Polish companies, which – interestingly – have been present on the Serbian energy market for over fifty years, are able to provide environmentally-oriented bridging solutions. We are also ready to share our knowledge and experience on the use of EU funds in the effective transformation of coal-heavy regions. Renewables, the diversification of energy sources and the development of atomic energy facilities are

other topics of common interest that can serve to develop mutually beneficial cooperation between Poland and Serbia.

Local media have reported on the planned opening of a Polish Cultural Institute in Serbia, as well as boosting bilateral cooperation in the field of education. Could you tell us something more about these areas?

In July last year, during his visit to Serbia in his dual capacity as the head of Polish diplomacy

and the OSCE Chairman in Office, Minister Zbigniew Rau announced publicly the decision to open the Polish Institute in Belgrade (as the 26th Polish Institute worldwide), the activities of which will cover the entire Western Balkan region. The mission of the Polish Institutes is to reach out to the broadest possible audience of artists, experts and opinion makers in order to build good bilateral contacts and cooperation, as well as shaping the best possible image of Poland abroad. Polish institutes promote our country and its culture, history, science, language and national heritage in such a way that the public in countries with other or similar cultural backgrounds can better understand us – Poles and the Polish cultural code.

I firmly believe that, when it comes to cultural and educational cooperation, and to some extent people-to-people contacts, the establishment of the Polish Institute in Belgrade will be a real “game changer”. By being more active and more visible, but also by increasing the number of cultural, educational, academic and promotional events, we can build our national brand in both Serbia and other Western Balkan states in a more efficient way, but can also explore everything that connects us. After three years resident in Belgrade, I am well aware of how rich and vibrant the Serbian art scene is. And I am thus personally excited to see new opportunities and bilateral cooperation pathways through various cultural endeavours.

Dairy production in Poland is definitely a success story, which shows how important our 2004 EU accession proved to be from the perspective of Polish agriculture and Polish farmers. With the constant rise of milk production (up by more than 24% from 2004 to 2020, and still rising), Poland is the EU’s third biggest producer

GLOBAL DIARY

“If I could snap my fingers, I’d give the Donbas region and the occupied Crimean peninsula back to Ukraine 100%” ~ RON DESANTIS, FLORIDA GOVERNOR

KING CHARLES III VISITS

GERMANY, FIRST TRIP OUTSIDE BRITAIN AS MONARCH

King Charles III arrived in Germany with the Queen Consort for his first overseas state visit as monarch after the first part of the trip to France was postponed. Landing at Berlin Brandenburg Airport for the start of their three-day visit, they were welcomed with a gun salute as two military jets carried out a fly-past. German officials greeted the King and Queen Consort when they exited the plane. German President Frank-Walter Steinmeier and his wife, Elke Budenbender, rolled out the red carpet for the visiting monarch. They greeted Charles and Camilla at Pariser Platz with a full ceremonial welcome. It’s the first time a head of state has been officially welcomed at Berlin’s Brandenburg Gate rather than at Schloss Bellevue, the official residence of the German president. As the royals stepped out of the car, the crowd cheered, with supporters eagerly waving German and Union Jack flags above their heads.

RUSSIAN DIESEL EXPORTS ON TRACK TO BREAK RECORD DESPITE EU SANCTIONS

According to Bloomberg, Russian diesel exports are on track to hit a record this month despite European Union sanctions that have deprived the country of its biggest market. Moscow is dismissing concerns about a

PARIS TRASH STRIKE ENDS AS NUMBER OF PROTESTERS BEGIN TO SHRINK

Sanitation workers in Paris are set to return to work amid heaps of trash piled up over their weekslong strike as protests against French President Emmanuel Marcon’s controversial pension bill appeared to be winding down. Trash mounds of up to 10,000 tons along the French capital’s streets – matching the weight of the Eiffel Tower – have become a striking visual symbol of opposition to Marcon’s bill raising the retirement age from 62 to 64. Clean-up crews were set to start picking up debris from streets following fresh anti-pension reform protests. The powerful CGT union representing sanitation workers said its three-week-long strike was over. They will join others legally requisitioned earlier to help with the clean-up.

drop in exports due to a lack of alternative buyers. The statement said that Turkey, Morocco, and other countries have stepped up purchases of Russian diesel. Deliveries of diesel fuel from Russia during the first 19 days of March amounted to about one and a half million barrels per day, according to Vortek data collected by Bloomberg. If that level is maintained, March will see the largest export since the beginning of 2016.

Humza Yousaf was sworn in as Scotland’s new leader in a ceremony blending formal tradition with his Pakistani heritage. He then announced his first cabinet in a move that risked deepening the divisions in his governing party. Yousaf is the first Muslim to lead a democratic Western European nation. Yousaf, who pledged an oath of allegiance to King Charles, has previously said he wants to replace the monarchy with an elected head of state if he achieves his dream of ending Scotland’s three-centuries-long political union with England. The 37-year-old then announced his new cabinet of six women and three men, who were mainly close allies of Scotland’s former leader Nicola Sturgeon, who resigned last month after dominating Scottish politics for more than a decade.

TAIWAN’S LEADER DEPARTS FOR NEW YORK TO START CENTRAL AMERICAN TRIP

Taiwan has every right to “connect with the world,” its President Tsai Ing-wen declared as she embarked on a diplomatic mission to Central America, which will include transit in the United States. Tsai departed Taiwan for a 10-day trip in which she will make stopovers in New York City and Los Angeles

EU APPROVES LAW TO END SALES OF NEW CO2-EMITTING CARS BY 2035

on either side of official visits to Guatemala and Belize. The trip has attracted heightened attention following reports that Tsai would meet US House Speaker Kevin McCarthy during one of her unofficial stopovers in the US. Taiwan has yet to confirm such a meeting. China hit out against the trip ahead of Tsai’s departure, pledging to “resolutely fight back” if Tsai met McCarthy – a move Beijing would view as a violation of its sovereignty.

A pink diamond of “unparalleled colour and brightness” is expected to fetch over $35 million when it goes on sale in New York, auction house Sotheby’s announced. Weighing 10.57 carats and named The Eternal Pink, the “ultra-rare” gemstone will go under the hammer this June, four years after South African firm De Beers discovered it at one of its mines in Botswana. Officially classed as “purplish pink” in colour, it is the most valuable diamond of its shade ever to appear at auction, according to Sotheby’s. The auction house’s head of jewellery for the Americas, Quig Burning, said in a statement that the stone was “joining the ranks of the most important diamonds in history.” The price of diamonds is largely determined by what gemology experts call the four “Cs”: carat, cut, colour and clarity.

European Union countries’ energy ministers approved a law ending sales of new CO2-emitting cars in the EU in 2035 after Germany won an exemption for cars running on e-fuels. The law will now enter into force. It will require all new cars sold to have zero CO2 emissions from 2035 and 55% lower CO2 emissions from 2030 versus 2021 levels. However, the European Commission has pledged to propose additional rules allowing sales of new combustion engine cars that only run on e-fuels to continue after 2035 after Germany demanded this exemption from the ban.

“If it’s not solved, I will have it solved in 24 hours with Zelensky and with Putin. I will have it solved within one day, a peace between them” ~ DONALD TRUMP, FORMER U.S. PRESIDENT

HUMZA YOUSAF SWORN IN AS SCOTLAND’S LEADER

‘ULTRA-RARE’ PINK DIAMOND EXPECTED TO SELL FOR MORE THAN 35M EUROS

Virtual Emigration Is An Ever-Greater Labour Market Challenge

No unequivocal answer exists to the question of whether or not it’s a good thing for the Serbian workforce that it’s increasingly gaining foreign employers who aren’t registered in Serbia. And the answer to the issue of competitiveness certainly doesn’t lie in converting masses of workers into freelancers

One hypothesis regarding the ever-decreasing attractiveness of the Western Balkans to foreign employers is that they are already taking advantage of Serbia’s talent, knowledge and cheap labour, while they are also importing labour from this region at an accelerated rate, particularly when it comes to employers

in the EU. If we look at rising telemigration in this context, i.e., at the increasing number of workers from Serbia who are working online for foreign employers not registered in Serbia, a question arises as to whether these workers have also been lost to the local economy despite being physically located in the country. We discussed this with our interlocutors.

LJUBIVOJE RADONJIĆ

RESEARCH ASSOCIATE AT THE PUBLIC POLICY RESEARCH CENTRE

TELEMIGRATION IS THE LABOUR MARKET’S “NEW NORMAL”

FOR WORKERS ON THE LOCAL MARKET, THE OFFERS OF FOREIGN EMPLOYERS MAY REPRESENT OPPORTUNITIES TO ACQUIRE HIGH-QUALITY JOBS AND EARN PRETTY COMPETITIVE WAGES. ON THE OTHER HAND, TELEMIGRATION CREATES COMPETITIVE PRESSURE FROM ABROAD

While the most common association when mentioning outflows of workers from Serbia is their actual physical migration, the coronavirus pandemic led to the growth of a new form of “emigration” among domestic workers. This is virtual emigration, or remote work for foreign employers not registered in our country. In such an employment relationship, the worker only “crosses” national borders virtually, without leaving their country of residence, and performs a job for a foreign employer remotely, using modern technologies. However, it isn’t entirely possible to speak unambiguously about positive or negative effects of this form of work. The answer depends on the point of view taken in observing the telemigration process. For workers on the local market, the offers of foreign employers may represent opportunities to acquire high-quality jobs and earn pretty competitive wages. Moreover, online workers spend income generated from their work in the community where they live, thereby also providing the local community with benefits from virtual migration. In a broader framework, telemigration also acts as market remediation, because surplus labour from the domestic market is employed and the unemployment rate is thus reduced.

On the other hand, for local Serbian companies, and even for foreign companies registered in Serbia, telemigration generates competitive pressure from abroad. Simply put, foreign employers that are not registered in Serbia usurp human capital from the local market. However, telemigration doesn’t only open a one-way road for the virtual export of workers, but rather also creates opportunities for the greater engagement of online workers in high-quality jobs on the local market. There are already existing individual examples demonstrating the practise of domestic IT companies hiring online workers for sophisticated jobs, as a consequence of the lack of skilled workers available on the domestic market.

One significant challenge of virtual migration for the labour market is ensuring that online workers are able to realise their labour rights. A contract defining relations between workers from the domestic market and a foreign employer is an obligatory contract that stipulates basic provisions, such as the level of wages and number of working hours, while other labour rights are left out and, as such, their relationship can’t actually be defined as legal labour in the scope of Serbia’s legal system. The absence of labour legislation provisions also complicates the issue of taxation, with ways of servicing tax obligations also left unclear. Telemigration has already become our “new normal”, where alongside high-quality and well-paid jobs, concern must also exist for the labour rights and increased social security of the growing numbers of virtual migrants.

FOR LOCAL SERBIAN COMPANIES, AND EVEN FOR FOREIGN COMPANIES REGISTERED IN SERBIA, TELEMIGRATION GENERATES COMPETITIVE PRESSURE FROM ABROAD THAT THEY AREN’T ALWAYS READY TO HANDLE

NATAŠA PAVLOVIĆ BUJAS

MEMBER OF THE MANAGEMENT BOARD OF THE SERBIAN ASSOCIATION OF EMPLOYERS, FOUNDER AND MD OF AGENCY BLUMEN GROUP

HUMAN RESOURCES MARKET AHEAD OF THE STATE

LABOUR MARKET LIBERALISATION IS AMONG THE FEW AREAS WHERE OUR PROGRESS DEPENDS ON OURSELVES AND WHERE WE AREN’T LAGGING FAR BEHIND THE REST OF THE WORLD. AS SUCH, LABOUR MARKET GLOBALISATION REPRESENTS AN OPPORTUNITY TO ACCELERATE OUR DEVELOPMENT THAT WE SHOULDN’T MISS

InSerbia, but also worldwide, we are witnessing changes that are deep and unclear – and even invisible to large economic systems – and that are reflected in global labour market migrations, especially when it comes to the Millennial and Zoomer generations, but also among older workers. This is a trend prompted by people desiring more humane working and general living conditions, which was accelerated by the pandemic crisis of 2020 and is continuing at the same fast pace. Career development and monetary earnings no longer represent the basic parameter for employment – the focus is on quality of life, which is why people who are able to work remotely choose to reside in environments/countries where they live better. Likewise, employees no longer want to represent a unit of the “labour force”, but rather insist on a personalised, more human approach to the workplace and their place in the team. On top of that, borders are fading away – particularly interstate ones. Under the influence of the internet, everything is available to us globally, including the labour market. Serbia now massively exports personnel of all kinds, and thus the economy has a problem regardless of whether people physically leave the country or stay here and work remotely for a foreign employer, because the lack of required and qualified personnel will certainly slow the growth of the domestic economy, as we are already witnessing. “Quick imports” aren’t easily achieved, because it’s tough for local employers to offer competitive working conditions.

SERBIA’S INTEGRATION INTO THE EU AND THE GLOBAL LABOUR MARKET COULD PROVIDE A MAJOR PROBLEM IF WE DON’T ADAPT ON TIME AND PREPARE FOR INTENSIVE MIGRATION DYNAMICS

Serbia is no exception, and nor will it be in the future, when it comes to importing or exporting workers. If we transform ourselves into a society offering a high quality of life, we have a chance to survive and prosper. This implies advancing all life parameters, infrastructure – particularly related to the internet, hybrid work and/or an exclusively online model of work as an acceptable and desirable form of employment and the accelerated harmonising of legislation and tax practices, both for Serbian citizens and residents of Serbia, as well as for workers from other countries who are engaged temporarily.

Legal regulations are lagging behind practice, despite this is not being a mere trend – but rather an irreversible global shift in the company – employee – state relationship.

It won’t be easy for states, including ours, to simultaneously liberalise the labour market and protect its citizens in this market competition; to open the door to exports of human capital while retaining income in Serbia; to open the door to imports of human resources, while preserving standards of education, effectiveness, the formal recognition of diplomas, professional qualifications, knowledge and titles. The human resources market is ahead of the state for now, regulations are late and insufficiently stimulating for both companies and individuals.

Serbia’s integration into the EU and the global labour market could provide a major problem if we don’t adapt on time and prepare for intensive migration dynamics. That’s because the domestic economy will stagnate in the absence of human resources. And yet, this could also be a huge opportunity for accelerated economic and social growth, provided we speed up the acceptance of migratory trends, adjust legislative and tax policies, define industries that are strategic to us and stimulate domestic companies/employers, and not just foreign investors.

Labour market liberalisation is among the few areas where our progress depends on ourselves and where we aren’t lagging far behind the rest of the world. As such, labour market globalisation represents an opportunity to accelerate our development that we shouldn’t miss – if we are ready to strategically determine economic branches that are crucial (the IT industry and creative industries, for example) and to support their development through systemic solutions, especially in terms tax policy – by abolishing parafiscal fees and introducing tax breaks for businesses and tax incentives for investments in the development of enterprises.

SRĐAN VERBIĆ PH.D.

PROFESSOR AT SINGIDUNUM UNIVERSITY FACULTY OF ECONOMICS, FINANCE AND ADMINISTRATION (FEFA), FORMER EDUCATION MINISTER

PLANET HAS MANY WHO ARE CHEAPER THAN US

THIS

FOR WHOM TELEMIGRATION WILL BE A “WIN” AND FOR WHOM IT WILL BE A “LOSS” DEPENDS ON THE NATIONAL STRATEGY. ENTERING THE GLOBAL MARKET OF ONLINE JOBS MUSTN’T BE AD HOC AND LEFT DOWN TO THE RESOURCEFULNESS OF INDIVIDUALS

We don’t know precisely how many workers there are from Serbia who are doing online jobs for foreign employers and whether that number is growing significantly. Those people are mostly “invisible”. We are better informed when it comes to the profile of jobs being applied for. Interest is growing when it comes to providing some lower-paid services not requiring special qualifications, though the offer of jobs isn’t growing at the same pace. These are often translation and administrative services, online sales, web design etc. On the other hand, demand for well-paid, highly-qualified workers, such as designers, architects or managers, is stagnating and not much room exists for new workers. Even if we did happen to have them – in reality, we are losing our qualified workforce – there isn’t sufficient work available on online platforms for these people.

It is often said of telemigration, infinitely superficially, that it is a “win-win” situation that suits both employers and those performing jobs for them. For all those who lost their jobs or acceptable working conditions as a result of global online platforms, it is a big “loss”. For whom telemigration will be a “win” and for whom it will be a “loss” depends on the national strategy. Entering the global market of online jobs mustn’t be ad hoc and left down to the resourcefulness of individuals. We have to keep an eye on the fact that “platform workers” most often lack legal employment status, but also health and social insurance. It isn’t good for them all to be freelancers. Some sense of security must exist in employment, particularly with an employer that the worker has never had an opportunity to meet in person. A planned approach would certainly have to include various forms of support for all those who opt for this type of work. Platform workers require mentors, legal and business advisors, marketing experts etc. The competition is huge in that world of online “lackeys” and everyone has to build their own position and reputation. And few are able to solve that on their own. They need the help of the community if we want Serbian specialists to be recognised as reliable professionals who offer a high-quality service. If we want to offer low prices instead of quality, then we’ve already lost. This planet has many who are cheaper than us.

DEMAND FOR WELL-PAID, HIGHLY-QUALIFIED WORKERS, SUCH AS DESIGNERS, ARCHITECTS OR MANAGERS, IS STAGNATING AND NOT MUCH ROOM EXISTS FOR NEW WORKERS

Telemigration cannot preserve a country’s workforce, but it can preserve its citizens. If there are no domestic online jobs able to rival those offered by foreign companies, then online workers are only here physically, while their entire careers, business plans and contacts reside elsewhere. Our companies must also join platforms and offer online jobs globally. The environment for platform work would thereby improve, and we would be rendered more visible as a market.

SREĆKO STAMENKOVIĆ

DIRECTOR OF THE CHAMBER OF HUMAN RESOURCES MANAGERS OF SERBIA

POTENTIAL NOT TO BE REJECTED

TELEMIGRATION SHOULD BE VIEWED PRIMARILY AS AN OPPORTUNITY FOR DEVELOPMENT THROUGH THE PRISM OF INCREASING EXPORTS OF (INTELLECTUAL) SERVICES AND SHOULD BE ORDERED TO THE MUTUAL SATISFACTION OF THE HOST COUNTRY AND THE PROVIDER OF THOSE DIGITAL SERVICES

Telemigration

is a by-product of globalisation, the pandemic and the calculation of operational costs among business owners.

It represents nothing more than the sale of services and is in direct correlation with the possibility of securing employment in one’s country of residence and average salary level.

Telemigration should be viewed primarily as an opportunity for development through the prism of increasing exports of (intellectual) services and should be ordered to the mutual satisfaction of the host country and the provider of those digital services.

A service provider, i.e., a potential telemigrant, pays tax (VAT) to the host country (Serbia) every time they grab their wallet to pay for something, whether that’s water, electricity, fuel, food, an apartment, or any product they buy or service they want or need to use. If filling that same wallet becomes difficult or impossible, for various reasons, then the service provider will easily “teleport” themselves to the first neighbouring country and do the same thing that has been made impossible in their own country, because all they need for that is a computer, a chair, time and goodwill.

WITH A LITTLE UNDERSTANDING AND WORK, A WIN-WIN SOLUTION WOULD BE REACHED THAT WOULD SATISFY AND REALISE THE INTERESTS OF ALL PARTICIPANTS AND INTERESTED PARTIES: THE STATE, POTENTIAL TELEMIGRANTS AND FOREIGN EMPLOYERS

In order to have the right attitude towards these people, and to assume the proper stance, they shouldn’t be viewed as people who make good money and should be “plucked” in every possible way. Consideration should be given to the direction of the labour market in the period of ten years and more, to the way technology developments will move in that period, which impacts on human life at an unimaginable speed, and first and foremost artificial intelligence. We then need to observe birth rate trends, the age structure of the population, how education will move and in which direction, but also healthcare protection and all those aspects that comprise and influence a person’s life through work, working conditions and private life.

It’s easy to lose such people and difficult and expensive to acquire them. A completely new approach needs to be enabled and created, one that would be understandable and acceptable for them (digital) and that would yield good results. For example, create a platform through which everything would unfold and through which the state could have control over employers, employees and mutual money flows. It is also necessary to start “imposing” the obligation that employers first access the platform through “informative” marketing and the providing of various benefits, starting from access to information about the labour market, and then extend it to job seekers, i.e., service providers.

With a little understanding and work, a win-win solution would be reached that would satisfy and realise the interests of all participants and interested parties: the state, potential telemigrants and foreign employers.

It is important to know that they are an inevitable part of the present and the future when it comes to the organisation of work, because costs for the employer are thereby reduced, and reduced costs is an imperative of every business owner, and bringing order to digital business should be approached as soon as possible, in order to shift from being exporters of telemigrants to recipients.

ANDRÉS VELASCO, Dean of the School of Public Policy at the London School of Economics and Political Science/Project Syndicate

Policymakers Keep Solving The Wrong Banking Problem

When a bank fails, the first response by policymakers and the public is to blame risk-loving speculators, greedy investors, or regulators asleep at the wheel. But quenching our thirst for moral adjudication is a poor basis for

Banks can fail, and often do. Yet whenever this happens, we act surprised. Worse, we look for villains and guilty parties, even when there are none. Risk-loving speculators, greedy investors, regulators asleep at the wheel: someone must be the bad guy. But quenching our thirst for moral adjudication is a poor basis for policy.

The truth is both simpler and more troubling. Banks are peculiar institutions. They take deposits that can be withdrawn at a moment’s notice and invest in loans and bonds that cannot be redeemed with the same speed, at least not without substantial losses. And what a socially valuable mechanism this “maturity transformation” is: it gives entrepreneurs access to long-term loans that are cheaper than the alternatives, because they are funded with demand deposits that pay no interest.

So, banks are vulnerable by design, not by mistake. No bank is meant to have enough cash in the vault to satisfy the demands of all depositors. Every bank – however conservative its managers and prudent its lending practises – can go under if its depositors decide to withdraw their funds simultaneously.

Silicon Valley Bank (SVB) was neither conservative nor prudent, but in the absence of a run on its deposits, it did not have to crash. True, the spike in market interest rates generated large accounting losses on the bank’s portfolio of long-term bonds. But that

maturity mismatch – noted ad nauseam by pundits of all stripes – is the bread and butter of a bank’s business. It need not amount to a death certificate.

Imagine a bank consisting of demand deposits for $100. Suppose, moreover, that

the bank uses the money to buy a government bond, paying 1% per annum in interest, with the principal to be repaid in two years. If on the first day of the second year the market interest rate rises to 5%, any attempt by the bank to sell the bond would yield only $96

policy, because the truth is both simpler and more troubling

(the price at which what the bond will pay in interest constitutes a return of 5%). This is the loss that pundits keep talking about.

But it is only a paper loss, because if depositors keep their money in the bank, at the end of the second year the government will repay the $100 plus interest and depositors will recover their funds without a single penny having been lost, while the bank keeps the interest earned as profit. A crisis occurs if and only if depositors panic and demand their money. In that case, the bank must sell the bond, and depositors get only $96, confirming their worst fears.

This all means that banks depend crucially on trust. That is why in the popular imagination bankers need to be stolid, well-groomed types. Think of the mustachioed money-lenders in the game of Monopoly, or George Banks (also sporting facial hair) in Mary Poppins.

Douglas Diamond and Philip Dybvig won the 2022 Nobel Prize in Economics for giving this logic a formal mathematical representation. But policymakers keep making rules that do not address the underlying vulnerability. In the United States, federal deposit insurance came into being in response to the Great Depression, when more than 9,000 banks failed. It covers only deposits of $250,000 or less. This sounds nicely egalitarian. But, in practise, it is fickle large depositors (who run for the exits at the first sign of trouble) that often wreck banks. The across-the-board insurance offered in response to the runs on SVB and Signature should have been in place all along, coupled with stringent regulations designed to prevent abuse.

Likewise, the 2008-09 financial crisis led policymakers to believe that only very large banks are “systemically important.” In response to pressure from Donald Trump’s administration and industry advocates like SVB’s CEO, Greg Becker, in 2018 the U.S. Congress raised the threshold for a bank to be considered “systemically important” from $50 billion in assets to $250 billion. Recent events have shown that this was a mistake. When it failed, SVB had $209 billion, or less than 1% of the U.S. banking system’s assets, yet the Federal Reserve had to intervene to stem the risk of contagion. Following the Diamond-Dybvig logic, this is to be expected: because all banks are vulnerable by design, even a pin drop can trigger a generalised panic.

After previous crises, reformers focused on strengthening banks’ capital buffers. This is helpful, but it solves the wrong problem. A bank’s capital ensures depositors will get their money back when, say, a portion of the loan portfolio goes sour because of a recession or because of lending mistakes. But recall that, by design, bank capital can never be enough to “make depositors whole.” A run is a liquidity problem, and bank capital is meant to mitigate solvency problems.

At the core of this conundrum is the question of whether depositors can be relied upon to stay put when turbulence erupts or when market interest rates rise, creating lucrative investment opportunities elsewhere. When the average bank depositor was a pensioner who, on a rainy day, would be reluctant to run

to the bank and line up outside, the answer to that question was yes. A “sticky” deposit base made most banks stable, and their profits hefty.

But today, when news travels instantaneously and depositors can withdraw funds via their smartphones, the answer is much less obvious. Moreover, in most parts of the world, bank profits come not so much from the spread between lending and deposit interest rates, but from the provision of services like credit cards, asset management and even insurance.

Because the conundrum is anything but new, neither are possible solutions to it. Deposits can be made into equity-like claims to a share of bank assets, whatever those assets turn out to be worth – but that destroys the promise of deposits as a simple and stable store of value. Alternatively, banks can be made “narrow,” so that all deposits are backed by riskless assets; but that does away with banks’ socially useful role as “maturity transformers.” These obvious alternatives have never been adopted for good reason: they are socially costly.

Perhaps one day, central bank digital currencies will do away with bank deposits altogether. But that day is nowhere near. Until then, the best hope is broad-based deposit insurance, swift liquidity provision by central banks (in their role as lender of last resort), and stringent regulation. Yet that combination is not foolproof. No one should be surprised or indignant the next time a bank gets into trouble.

Douglas Diamond and Philip Dybvig won the 2022 Nobel Prize in Economics for giving this logic a formal mathematical representation. But policymakers keep making rules that do not address the underlying vulnerability

H.E. HAMI AKSOY, Ambassador of Türkiye to Serbia

Hard Times Always Reveal True Friends

The government and people of Serbia, together with our citizens, business community and NGOs, acted voluntarily and in coordination with our Embassy to collect and deliver a significant amount of in-kind and financial aid to Türkiye in a short period of time.

President Aleksandar Vučić immediately shared his message of condolence on social media and visited our Embassy on 9th February to sign the Book of Condolences.

The Book of Condolences at our Embassy was also signed by Prime Minister Ana Brnabić, First Deputy Prime Minister and Minister of Foreign Affairs Ivica Dačić, National Assembly Speaker Vladimir Orlić, Interior Minister Bratislav Gašić, Information and Telecommunications Minister Mihailo Jovanović, Construction, Transport and Infrastructure Minister Goran Vesić and State Ministers without Portfolio Edin Đerlek and Novica Tončev.

Thanks to the efforts of the Interior Ministry and NGOs in Serbia, a total of 51 personnel and one rescue dog travelled to earthquake zones to join search and rescue efforts. The teams worked in Hatay and Kahramanmaraş, rescuing three of our citizens from beneath the rubble.

More than 200 tons of in-kind aid materials collected by the Serbian Government, our citizens and NGOs from Serbia were sent to Türkiye - under the coordination of our Embassy, our Consulate General in Novi Pazar and the

Consular Office in Niš - by Turkish Airlines cargo flights, as well as trucks provided by our businesspeople. Working in close coordination with AFAD, the aid materials were directed to Adana, Gaziantep and Ankara, to be delivered to citizens hardest hit by the earthquakes.

The first part of the in-kind aid provided by Serbia (worth almost two million euros) was sent to our country on a cargo plane allocated by Turkish Airlines. The Serbian Government also made a decision to send financial aid to

Türkiye and provided a million euros. Following these contributions, Ivica Dačić, First Deputy Prime Minister and Ministry of Foreign Affairs of the Republic of Serbia, attended the International Donor Conference held in Brussels on 20th March, where Serbia earmarked an additional 750 thousand euros of support to Türkiye. The total amount of support from the Republic of Serbia exceeded 3.5 million euros. Moreover, Serbia provided support for the smooth transition of in-kind aid sent from

other countries with the issuing of a formal decision on 17th February. This decision provided priority to trucks delivering humanitarian aid to Türkiye through Serbia, as well as exemptions from payments on tolls and T1 equivalent documents.

Serbia also launched an SMS campaign for collecting financial aid. This campaign was made available on all telecom operators across Serbia. Additionally, an account in the local currency has been opened by the Türkiye-Serbia Business Association at the initiative of Halkbank in Belgrade. Post of Serbia also started an aid campaign to transfer Serbian dinars to this special account. The SMS campaign will be valid for six months.

In Sandžak, a humanitarian aid campaign was also launched by locals. Under the coordination of our Consulate General in Novi Pazar, a total of 16 truckloads of aid materials, including materials collected by our Consular Office in Niš, were sent to our country thanks to the efforts of the Municipality of Novi Pazar and NGOs in the region. Donations worth more than 550,000 euros have been collected from the region.

In the face of the magnitude of this natural disaster, humanitarian aid is still arriving. We have seen tremendous support not only from the Serbian Government, but also from the people of the Republic of Serbia. We are thus extremely grateful to both the Serbian government and our friends in Serbia for their unprecedented support. This solidarity will never be forgotten.

Following the devastating earthquakes that struck Türkiye on 6th February 2023, Serbia has shown exemplary support and solidarity with our country

Dr Ioanna Batsialou Ph.D. medical director and owner of Ioanna Regen clinic

Gorski

Mile Todorović CEO, ATB SEVER Subotica

Marija Glođović Business Development Manager at EXCLUSIVE NETWORKS d.o.o.

Robert Ćuzela-Piljac Business Development Manager for the Adria region at Horváth company

Chartwell International School

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Novi Sad, Say Hello To The Benefits Of Hybrid Working

Novi Sad, Say Hello To The Benefits Of Hybrid Working

The leading flexible workspace experts of Regus are bringing hybrid working to Novi Sad. Opening soon, this new location adds a new city to the Serbian network, which already includes a range of workspace locations across Belgrade. Regus has spent more than 30 years helping businesses find workspace solutions that are economical and help businesses grow, provide individual workers with more freedom and choice, and also help businesses make greener choices for a more sustainable future

solutions to suit any requirement or need in any location. This new Regus location will deliver a professional workspace that comes either as ready-to-go or with the option to be fully customised, with a range of designs, fittings, accessories and ergonomic furniture, all available under flexible terms.

EMPLOYEES THRIVE IN A BEAUTIFULLYDESIGNED OFFICE SPACE

The workspace landscape has been shifted by the events of the past few years. Whilst flexible working is by no means a new concept, masses of people suddenly switching to working from home demonstrated to both businesses and individual workers the possibilities of adopting different working patterns and the benefits they can bring. Now that the workforce has tried hybrid working, the consensus is that they embrace it wholeheartedly, with an incredible 84% of workers stating that they would like to adopt a hybrid lifestyle.

As a workspace expert, Regus is ready to meet this booming demand for more choice in how and where people are able to work, having spent decades working with businesses across over 120 countries and developed an understanding for the required balance between keeping a business thriving and profitable while enhancing the productivity and happiness of its employees.

This isn’t a localised trend either. Through its work on many markets around the world, Regus supports the workspace needs of over eight million people. It’s unparalleled workspace network – as part of the International Workspace Group (IWG), which includes leading workspace brands Regus, Spaces, HQ and Signature – is growing at a rate of one new location per day.

The latest addition to this extensive network is Novi Sad, the latest metropolis to embrace the power and benefits of flexible working. As IWG Founder and CEO Mark Dixon explains, “‘hybrid-working’ is now the preferred solution for millions, as they divide their working hours between their company headquarters, a local flexible workspace, and their home – boosting corporate productivity while also creating a more sustainable way of working for both people and the planet”.

Through its unique portfolio, IWG is able to offer an unparalleled choice of brands and

Getting the working environment right is key to unlocking your team’s happiness and productivity. Regus designs it spaces with this in mind, carefully selecting colour schemes that improve mood and enhancing natural light to create a healthier space wherever possible, as well as balancing both utility and aesthetics in furniture choices. The result is a balanced functional space that is pleasant to inhabit and somewhere that improves both your mood and your productivity levels.

All of this at one simple cost. And you don’t only benefit from a beautiful space, as everything’s included in the price: from cleaning, maintenance and utilities, to shared conveniences like kitchens, everything is taken care of, leaving you free to focus on growing your business.

Regus also offers more than just longerterm workspace leasing. If you only need a desk for the day, you can choose from coworking, lounge access or even a day office. You can also reserve professional, fully equipped meeting rooms from as little as one hour. For businesses that are seeking a professional presence but aren’t quite ready for a full-time office, a Virtual Office is a great option to get a professional address set-up

and receive support in handing your mail and any calls, and this option even comes with access to workspace when you do need it.

Moreover, by being plugged into a global network of this size, as a Regus member you’ll never find yourself without a workspace. Wherever you happen to be in the world, you have 3,500 locations at your disposal. All you have to do is find your nearest location and drop in. The benefits of being able to truly work from anywhere unlock unparalleled levels of freedom and productivity.

FLEXIBILITY IS CRUCIAL TO A GROWING BUSINESS

Everything Regus does is on flexible terms, and this means that you can decide how long you want the space, and even once you’ve signed up for an office in one location, you’re free to relocate your set-up and move to any location in the global network at any time. The solutions are designed to work and grow around your unique business, so it’s easy for you to expand as you grow and thrive, either in your current location or as a way of tapping into new markets.

This flexibility also extends itself to your people. At Regus they are big believers in working locally and helping everyone reduce their commute, for a greener and healthier way to do business. With such an extensive network to choose from, when you consult Regus about your workspace needs it can either be in one fixed location or a solution that covers multiple locations, depending on where your team is based or needs to be. Hybrid working is ultimately about paying for the workspace you actually need and are going to use, which is why 82% of CFOs insist that hybrid working is a more affordable way for businesses to operate.

BETTER FOR THE BOTTOM LINE

If the past few years have taught us anything, it’s that the ability to be flexible around any situation is a huge economic benefit for businesses; and for those who’d already adapted to a hybrid model of working, suddenly managing a disparate workforce came as much less of a culture shock, with minimal impact on their day-to-day operations.

What makes a workspace solution from Regus so attractive is knowing that everything

is taken care of with one simple monthly cost – once you’ve gone through the process of mapping your unique needs, that’s it; you know that everything you need is covered. Regus is with your business every step of the way, ready to adapt your solution as your business grows.

IWG’s brands work with, and are trusted partners of, 83% of Fortune 500 companies, including big names like Microsoft, Airbnb, Disney, Spotify etc. And it’s not just large businesses that need a workspace partner like Regus – anyone who needs a place to do their work can benefit from the hybrid model, which is why Regus is the provider of choice for millions of workers worldwide.

A HEALTHIER, HAPPIER FUTURE FOR ALL

With every new location added to the network, a new community stands to benefit from the hybrid model. As business becomes less citycentric, individuals everywhere commute less, find more time in their day and focus on what matters to them. Businesses benefit from a boost in productivity, are able to broaden their talent searches when they are less location centric, and generally find that they have happier and healthier employees who embrace a better work-life balance. Regus offers more than a workspace to businesses, it is a vibrant business community that’s embracing a better way of life for both businesses and individuals to not just survive, but to thrive in an ever-changing world.

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“Fairs of construction, horticulture, technology, weapons and military equipment are coming soon... All of these are engines of the development of the Serbian economy” ~

H.E. JÓZSEF ZOLTÁN MAGYAR , AMBASSADOR OF HUNGARY TO SERBIA

The new Hungarian ambassador to Serbia completed his studies at the Jannus Pannonius University in Pécs, Hungary, before joining the service at the Ministry of Foreign Affairs of Hungary shortly later, in 1993. His main area of interest is the wider Balkan region and his first post began in 1995 in Zagreb, as consul and diplomat of the embassy. He was appointed Consul General in Osijek not long after, and subsequently returned to Zagreb, this time to serve as Deputy Head of Mission. Upon returning to Budapest, he became Director of the II. European Department, responsible for relations with Central European countries. With his merits and professional efforts recognised, he was chosen to represent Hungary as Ambassador Plenipotentiary in Zagreb from 2015. After completing his assignment, he was appointed Deputy State Secretary for the Development of European Relations in the Ministry of Foreign Affairs and Trade of Hungary. From this position, he was designated to represent Hungary in Serbia as Ambassador Plenipotentiary from March 2023. Ambassador Magyar is a married father of one child.

H.E. LEYDE ERNESTO RODRÍGUEZ HERNÁNDEZ , AMBASSADOR OF CUBA TO SERBIA

Born 5th January, 1969, in the city of Sancti Spíritus, the new Cuban ambassador graduated from Havana’s Higher Institute of International Relations Raúl Roa García in 1992. He also holds a University of Havana doctorate in historical sciences and a master’s degree in history and international relations. He served on the National Committee of the Union of Young Communists from 1995 to 2000, before taking on the post of professor and head of the public relations department of the Higher Institute of International Relations Raúl Roa García. His first foreign posting came in 2002, as Charge d’affaires a.i. and second secretary at the Embassy of Cuba in the Democratic Republic of the Congo (2002-04). He later returned to the Raúl Roa García Institute, where – after serving (2007-11) as deputy head of mission at the Embassy of Cuba in France – he held the position of vice-rector for scientific research and postgraduate studies prior to arriving in Belgrade. A member of Cuban delegations to various countries, he has been decorated by his country on multiple occasions. A married father of three children, Ambassador Hernández is also fluent in French and English.

MEDIGROUP APPOINTS MARIJANA VASILESCU AS THE NEW CEO

MediGroup, the leading private healthcare company in Serbia, appoints Marijana Vasilescu as the new CEO, starting 1st of April 2023. Marijana’s arrival is another confirmation of MediGroup strategic direction towards strengthening its leadership position in the private healthcare sector in Serbia. Vasilescu, one of the leading experts in the field of growth management, digital transformation, and strategic repositioning of companies, expressed great satisfaction that after years of working in the financial sector, she’s moving to healthcare. MediGroup is the largest private healthcare system in Serbia and the region.

ALEKSANDAR BOGDANOVIĆ IS THE NEW PRESIDENT OF THE EXECUTIVE BOARD OF MOBI BANKA

After receiving all the necessary approvals from the National Bank of Serbia, the first digital bank in the region will be led by Aleksandar Bogdanović as the President of the Executive Board of Mobi Banka. “Our vision is clear – to provide even better digital banking services and strengthen the position of a leader in primary digital banking. The positive business result we achieved at the end of last year gives us the opportunity to focus on the development of new value for our clients, investments and innovations in the coming period,” Bogdanović said. As the Chief Commercial Officer within the top management, Aleksandar has managed many business segments, primarily the marketing and sales sectors.

DANKА SELIĆ, DIRECTOR OF THE BELGRADE FAIR

Serbia Is A Regional Hub For Polish Business

Poland today ranks among Serbia’s ten largest trade partners, and the total goods exchange between the two countries is expected to soon reach a value of two billion euros. This progress is thanks largely to the Polish-Serbian Business Association, which works intensively to better connect the two countries

Bilateral economic relations between Serbia and Poland should be nurtured and developed constantly, as there is an interest in that within the economy, but also extremely strong institutional support. And our interlocutor, Dr Milan Brković, knows how to make this traditionally good cooperation even better.

Could you tell us more about economic relations between Poland and Serbia as they stand, and the importance of good bilateral relations? Traditionally good economic relations between Poland and Serbia continue to this day, with even more significant trade exchange dynamics, but also new forms of mutual cooperation. It’s worth remembering that Serbia also had a dominant position as an economic partner of Poland during the time of the former Yugoslavia, and that is still the case today, considering that more than half of all Polish trade in the Western Balkan region relates to Serbia. Poland today ranks among Serbia’s ten largest trade partners, and the total goods exchange between the two countries is expected to soon reach a value of two billion euros. Although Serbia still has a deficit in its trade exchange with Poland, we note that it is decreasing by the year, so the foreign trade balance now stands at a level of around 80%. For Polish companies, the Open Balkan initiative is of exceptional significance, and we have companies from Poland that are already taking advantage of all the benefits of this initiative. We expect Serbia to continue to be a regional hub for Polish business in the Western Balkans.

How do global challenges reflect on our economies and economic ties between Serbia and Poland?

This year, under the scope of the project We’re Close, we are launching the “Poland in Serbia” programme, which will showcase contemporary Polish products and technologies

The global challenges confronting the two economies today haven’t seriously imperilled the dynamics and tempo of our bilateral economic cooperation. On the contrary! We are observing even greater interest in furthering ties among businesspeople; in identifying new forms of cooperation and joint initiatives. Bilateral economic relations need to be nurtured and developed constantly, and

it is evident that interest in doing so exists within the economy, as does extremely clear institutional support. What we notice in our everyday work is increased interest, among businesspeople from both countries, in obtaining reliable and relevant market information that serves in the function of making good business decisions.

What does membership in the Polish-Serbian Business Association provide?

The Polish-Serbian Business Association first emerged as an informal club of Polish businesses in Serbia back in 2010, only for it to be formally established a short time later, in order to serve the needs of the members and enable the greater efficacy of the association itself. We’ll just mention that we’re one of the founders of Polchambers – an association that brings together Polish business associations around the world and has formalised cooperation with all of the Republic of Poland’s most important state bodies and institutions. We are likewise also a member of the Council of Mixed Chambers of Commerce in Serbia and other business associations and institutions. We thereby enable our members, which include both Serbian and Polish companies, to realise tangible business activities. In accordance with our strategy, as of this year – under the scope of the project “Blizu smo” (Jesteśmy Blisko) [We’re Close] – we are launching the very important “Poland in Serbia” programme, which aims to showcase contemporary Polish products and technologies. At the same time, Serbian companies can also expect even more solid assistance in terms of analysis and support in having a more impactful performance on the Polish market.

Nurturing A Spirit Of Inquiry

Chartwell International School prides itself on being one of the longest-standing private schools in Serbia, which has spent over two decades striving continuously towards distinction and excellence. Chartwell’s main goal is to provide a safe, structured and uplifting learning environment

Situated at the heart of Belgrade, Chartwell comprises six separate campuses, each surrounded by the greenery and serenity of one of the city’s most enticing uptown areas. The school nurtures both diversity and equality, promoting mutual support and respect.

Tailored to suit the needs and demands of particular age groups, each of its premises boasts vast indoor and outdoor areas, with carefully decorated and well-equipped classrooms, accompanied by spacious playgrounds and sports fields. As a veritable second home to over 900 students of more than 40 nationalities, this school nurtures both diversity and equality, as well as promoting mutual support and respect. Chartwell’s primary goal is to provide its students with a learning environment that’s safe and structured, and yet uplifting, thus paving the way for their greatest achievements and growth.

Starting from an early age, students at this school embark on a life-defining journey of learning and adopting core values that shape their thinking and behaviour both in school and beyond. The Chartwell Primary School undoubtedly represents that very first stepping stone towards the reaching of academic heights and students’ full social and emotional development.

Nestled in a fairytale-esque environment, Chartwell Lower

Primary is where Y1 to Y4 students start treading the path of formal education through the most engaging, student-centred and hands-on activities and lessons in which praise and motivation are the main tools.

“Our teachers’ mission is not only to pass on knowledge, but to show understanding, empathy and support, holding our youngest learners by the hand as they discover their talents and develop their skills,” says Chartwell Lower Primary Head Nataša Savić. “Our school is a place where children

get to grips with the first serious maths problems, proudly move up the reading scale and learn the ropes of conducting a scientific experiment; it is a place that surely heightens the awareness of what their school-related responsibilities are, as well as teaching them how to set and reach some of their first academic goals”.

This represents a more than solid foundation the students get to build on, continuing their education through the years that follow, guided both by the Cambridge international curriculum and their

own emerging aspirations and interests. Chartwell Upper Primary represents the next in line to open its doors to growing and fast-maturing students who are eager to conclude the final chapter of their KS2 studies.

“Armed with inquisitiveness and well-formed working habits, our Y5 and Y6 students most willingly accept the challenges that teachers set for them, while simultaneously taking on a more active role in their own progress and learning,” explains Chartwell Upper Primary Head Biljana Arsenijević. “Students at this level experience the programme that encourages their creativity, critical-thinking and socio-emotional development, which further cultivates their global citizenship and life skills. The use of a thematic, crosscurricular approach is what fosters their deeper understanding of the content and nurtures their ability to reflect on and share knowledge”.

Students of both the Chartwell Lower and Upper Primary Schools can be observed flourishing, becoming more independent and devoted to their studies, developing into well-rounded individuals through both lessons and numerous after-school activities. By the time they conclude this stage of their schooling they are equipped with the required framework for a lifetime of inquiry, having been taught how to be curious about the world, develop confidence and pursue their dreams.

Biljana Arsenijevic, Head of Upper Primary

Natasa Savic, Head of Lower Primary

“We are also pursuing major infrastructure projects that will contribute to the overall development and growth of the economy. The European Union recognises defined strategic projects” ~

THE REGION’S GDP WOULD INCREASE BY 7% IF ALL COUNTRIES JOINED THE OPEN BALKAN INITIATIVE

If all the countries of the region entered the Open Balkan initiative, the gross domestic product of the region would increase by seven per cent, said Serbian Prime Minister Ana Brnabić in the opening session of the regional conference “Euro-Atlantic integration of the Western Balkans, perspectives - Western Balkans, Transatlantic cooperation and civil society”, adding that the main strategic priorities of Serbia’s foreign policy are EU accession and regional cooperation. PM Brnabić spoke about the importance of the Open Balkan initiative. As she said, the implementation of decisions does not depend on consensus, as is the case with other initiatives, such as the CEFTA agreement and the Berlin process.

EU PROVIDES €70M GRANT TO NORTH MACEDONIA FOR LARGEST ENVIRONMENTAL PROTECTION PROJECT

EIB Global, the arm of the European Investment Bank (EIB) for activities outside the European Union, has signed a €70 million EU investment grant with the government of the Republic of North Macedonia to build a wastewater treatment plant in Skopje. Signed on World Water Day, this is the largest EU investment grant allocated to the country under the Western Balkans Investment Framework (WBIF). This important environmental project that will enable better living conditions for some 500,000 people is part of the European Commission’s Economic and Investment Plan and the Green Agenda for the Western Balkans.

BOOSTING DIGITAL DEVELOPMENT OF THE WESTERN BALKANS

The EBRD and the EIB presented selected investment projects and initiatives in the area of digital transformation in Sarajevo this month. To date, the EBRD has invested over €562 million in the IT and communications sectors of the six Western Balkan economies. Separately, the EBRD is now developing specialised financing programmes for digitalisation, the first of which — the €40 million GoDigital credit line in partnership with the European Union — was launched last year in Bosnia-Herzegovina. Technical cooperation included single access points for small and medium-sized enterprises in Albania and Montenegro. Hundreds of small businesses thus received advisory services on digitalisation.

FATMIR BESIMI, MINISTER OF FINANCE OF NORTH MACEDONIA

ESG Strategies For Winning Formulas

European companies consider that a commitment to sustainability guarantees long-term revenue growth, and that a sustainable product can bring as much as 23 per cent additional revenue, with consumers increasingly choosing brands and products of this kind. Despite the fact that prioritising this area can lead to reduced costs and significant savings, ESG awareness remains lower in Serbia than in EU member states, though positive trends in this area also exist in our country

These are just a few of the conclusions of a study conducted recently by international consultancy Horváth, which specialises in consulting services in the field of ESG [Environmental, Social, and Governance]. The study included the participation of 35 European companies, from Switzerland, Germany and Austria, that employ more than a thousand people and, in most cases, generate annual revenues exceeding three billion euros. The study also confirmed that sustainability actually represents one of the biggest challenges, particularly in terms of setting, defining and measuring ESG targets.

Robert Ćuzela-Piljac, Horváth Business Development Manager for the Adria region, explains that, unlike EU countries, Serbia still has no requirements pertaining to this area, like CSRD and EU classifications.

“Regardless of the fact that implementing ESG principles contributes to competitive differentiation, reduced costs and the creating of new market opportunities, awareness of this topic is lower in Serbia compared to European Union member states. Nevertheless, companies that export goods and/or services to this market attach great importance to ESG, and many of them have already implemented various initiatives and activities in this field. One of them, for example, is to appoint a staff member to deal exclusively with this topic. They focus on renewable energy capacity building and implementing required ESG reporting in

accordance with deadlines defined by the EU,” notes Ćuzela-Piljac. However, existing regulations are interpreted and understood differently by many people in the region, which is why they require support when it comes to harmonising the reports. This is precisely the kind of assistance that’s provided by consulting company Horváth.

“Serbian companies that define their own ESG strategies must show their clients, employees, business partners, investors and other interested parties how measures are implemented and targets achieved, but also how they position themselves, in these terms, within the scope of their operations,” considers Ćuzela Piljac.

Those companies that have implemented ESG in their operations are on the whole focused on two activities: reporting in accordance with EU guidelines; and investing in renewable energy sources, which has a fast and direct impact on carbon footprint reduction. Almost 70 per cent of participants in the Horváth study had set themselves the goal of being carbon neutral by 2030. Ćuzela-Piljac stresses that a successful green transformation can only be implemented holistically, with the integration of all sectors and with clearly defined targets and plans.

“The basic steps that we advise every Horváth client to take are to identify the most appropriate response to ESG requirements, define an adequate strategy, targets and measures, and integrate this concept into all organisational processes. An understanding for sustainability must be installed at the very heart of operations, the consequence of which is the developing of a sustainable mindset among employees, and this is precisely what guarantees longterm competitiveness and profitability,” emphasises Ćuzela-Piljac.

In other words, one of the key factors is for ESG to become part of the corporate culture, as well as to initiate timely steps that provide companies with the opportunity to achieve a market advantage over their competitors.

ROBERT ĆUZELA-PILJAC, BUSINESS DEVELOPMENT MANAGER FOR THE ADRIA REGION AT MANAGEMENT CONSULTING COMPANY HORVÁTH

We assist clients in defining and implementing an ESG strategy, thereby helping them gain an advantage over the competition

MARIJA GLOĐOVIĆ, BUSINESS DEVELOPMENT MANAGER AT EXCLUSIVE NETWORKS D.O.O.

Encouraging Transformation, Guaranteeing Security

Exclusive Networks is a globally recognised cybersecurity and digital infrastructure specialist. Here its business development manager, Marija Glođović, reveals for CorD Magazine precisely why Exclusive Networks is among the largest distributors in the CEE region, what the most important solutions in the company’s portfolio are, and the kinds of cyber challenges facing companies in Serbia

Global trends, in the context of cyber trends, are clearly reflected on the Serbian market and those of the region. Apart from labour force shortages, another important problem confronting companies is the lengthy wait for the delivery of services and products. Employees are overburdened by the increased demand for productivity that digital transformation has led to. Digitalisation further increases the complexity of networks and makes it even harder to detect cyber threats. This means that the overall level of security is decreasing, and that there is an increasing need for personnel who are able to deal with cyber threats effectively. For Exclusive Networks, this situation has provided growth through the delivery of top services to our clients. Thanks to a global logistics network, we are able to resolve supply problems successfully. We monitor the needs of our partners and users, know the current and upcoming technological trends, and deliver superior solutions that encourage further transformation, but also guarantee security.

It was almost two years ago that Exclusive Networks expanded its influence across the region, which it achieved through its acquisition of company Veracomp. Exclusive Networks’ portfolio predominantly contains cybersecurity solutions – emphasises Exclusive Networks Serbia’s Business Development Manager, Marija Glođović.

What is the key to Exclusive Networks’ success? What is the company’s focus when it comes to the solutions and services that you offer?

The company has recorded constant growth, both globally and locally, since we became a publicly traded company. We are focused on expanding our network of partners and improving our relations with existing suppliers, but also providing a superior service. We try to deliver the best and latest solutions. Our aim is to encourage further digital transformation.

How do global cyber trends impact on the Serbian market? What are the advantages and challenges of the accelerated digital transformation of enterprises in Serbia?

What are the advantages of the solutions that are provided by Exclusive Networks and in which fields are they applied?

Exclusive Networks is a digital infrastructure and cybersecurity specialist, which means that our portfolio contains data protection solutions and solutions to defend against cyber-attacks, protect IoT devices, construct data centres etc. I must highlight that our operational success isn’t only a result of top-notch solutions, but also the level of service we provide and relations with our partners. We offer assistance in sales and

implementation, and provide our partners with continuous support at every step. The solutions contained in our portfolio are able to respond to a wide array of problems that confront companies throughout Serbia and the region. That can relate to data storage, identity protection or network protection.

You mentioned the continuous support that you provide to partners at every step. What are those steps?

At the global level, Exclusive Networks has a large number of engineers, which is something we’re also striving to replicate here in Serbia. Our presales engineers remain available to partners throughout the entire process, from the procurement of solutions to their implementation. As a certified training centre, Exclusive Networks also supports its partners through instruction and certified training courses, such as Fortinet’s NSE [Network Security Expert] training. With these certified training courses, partners will more easily master technical skills like configuration and orchestration, but will also learn to use solutions that contribute to protecting their company. Exclusive Networks is a Value-Added Distributor, which means that we provide partners with added value through marketing support and presales activities.

Which solutions in the Exclusive Networks portfolio would you highlight in particular?

It is thanks precisely to its vast experience in the security sector and its large ecosystem of partners that Exclusive Networks is deservedly one of the largest distributors of Fortinet solutions at the global level. Fortinet is among the world’s leading cybersecurity companies and has, according to IT industry experts and analysts, held leading positions for years. The partnership between Exclusive Networks and Fortinet aims to help enterprises adopt digital transformation and respond to cybersecurity challenges more easily.

How do you view the future when it comes to cybersecurity threats? Is the Serbian market conscious of the threats and challenges brought by digital transformation?

The number of cybersecurity threats is increasing on a daily basis. Companies are confronted by the issue of ever-fewer

employees, while digitalisation increases complexity, increases the number of control points... Let’s mention Fortinet, which has a portfolio that offers a wide array of products, starting with end-point solutions, via nextgeneration firewall solutions and switches, to access point and SD-WAN solutions.

When it comes to Serbia, the market is more than ready for these solutions. I would emphasise in particular that people in the SME segment are becoming increasingly aware of the importance of protection, especially data protection.

by developing the Security Fabric platform, which is a more cost-effective solution over the long run, as it reduces the management costs that come with having a wide range of isolated solutions. Fortinet Security Fabric overcomes the challenges represented by complex and distributed networks. In developing its solutions, Fortinet applies the latest network protection technologies, which are based on artificial intelligence and machine learning. In simple terms, Fortinet provides its users with protection against threats both known and unknown.

What distinguishes the solutions that you’ve cited from other similar products on the market?

It is common knowledge that companies rely mostly on a multitude of different manufacturers and security solutions in order to protect themselves. However, such an approach complicates management and leads to security shortcomings. The aforementioned Fortinet has responded to these challenges

What has 2023 brought us in the context of cybersecurity?

We last year witnessed a record number of cyber-attacks targeting domestic companies and state institutions. For example, many points of cyber infrastructure in Serbia were hit by DDoS attacks at the end of 2022. There is no lack of such challenges across the region either, where companies are also focused on adapting to new business models. It is clear that digitalisation in general creates security shortfalls, and that attackers are ready to take advantage of those shortfalls. Companies will increasingly need to consider protecting their under-protected digital infrastructure, if they haven’t done so already. The trend of adopting hybrid working models will also continue, and the number of cyber-attacks will rise with it. As a global cybersecurity specialist, Exclusive Networks will continue to help its partners and clients to tackle such challenges.

It is thanks precisely to its vast experience in the security sector and its large ecosystem of partners that Exclusive Networks is deservedly one of the largest distributors of Fortinet solutions at the global level

CREDIT AGRICOLE LAUNCHES CHINA M&A AND INVESTMENT BANKING BUSINESS

Credit Agricole, France’s second-biggest listed bank, has become the latest foreign lender to boost its China investment banking operations by launching a new unit. The new unit, Credit Agricole (Beijing) Advisory Services, focuses on cross-border merger and acquisition, encompassing purchases, disposals and capital raising, it said in a statement. The bank said that the unit, which began operations on 10th March, is overseen by Huai Yang as head of the operation. The “new strategic set-up will strengthen the bank’s capabilities to connect local and international clients to investment opportunities, both inbound and outbound, presented by the world’s second-largest economy,“ said Jean-François Deroche bank’s senior regional officer for Asia-Pacific. The bank previously served its Chinese advisory clients from its offshore base.

U.S. FIRMS ‘MORE NEGATIVE’ ABOUT DOING BUSINESS IN CHINA

U.S. companies are “more negative than they’ve been in a long time” about doing business in China, according to the president of the American Chamber of Commerce in China (AmCham China). As tensions continue to grow between the world’s two biggest economies, Michael Hart says that the rivalry has “made business very challenging”.

The governments of President Xi and President Biden have disagreed on an ever-increasing number of issues, ranging from Ukraine to coronavirus, Taiwan to Tiktok, and semiconductors. This is reflected in AmCham China’s latest annual survey of over 900 members. For the first time, it shows that a majority, 55%, no longer regard China as a top-three investment priority - where they should spend money to grow their business.

NORWAY EARNED FIVE TIMES MORE FROM THE SALE OF OIL AND GAS IN 2022

In 2022, Norway earned five times more from the sale of oil and gas compared to previous years, thanks to record high energy prices, announced state company Petoro. Petoro paid 46.6 billion euros into the state treasury, which is five times more than in “normal” years, according to the report. This is because Russian exports decreased due to sanctions, and Norway increased its performance in supplying Europe with gas to 30 per cent. “Safe and stable gas supply to Europe is now more important than ever, and Norway is a guarantor in that segment as a predictable and long-term supplier,” said Petoro CEO Christine Kragset.

“We’re in this period now where we should just focus on innovating for the future and building more efficient, stronger, better companies” ~ JONAH PERETTI, CEO OF BUZZFEED

“The reality is that China does need a lot of products, especially technology products from the U.S., and the U.S. does have a lot of companies that run their supply chains through China”

~ MICHAEL HART, NEW PRESIDENT OF AMCHAM CHINA

KING CHARLES III OFFICIALLY OPENS EBRD’S NEW HQ

King Charles III has officially opened the new headquarters of the European Bank for Reconstruction and Development (EBRD) in London’s Canary Wharf district. The King unveiled a plaque commemorating his visit and met members of the Bank’s Board of Directors, senior management and staff members, including those from Ukraine and Türkiye, during his time at the new HQ. His Majesty was also presented with a landscape painting by a 16-year-old Ukrainian girl from Tarashcha from an exhibition organised by staff in aid of the Kids and Art for Ukraine charity. “It was an honour to welcome His Majesty to our new home today,” said EBRD President Odile Renaud-Basso. “His passionate advocacy for sustainable markets and the environment predates our bank’s existence and has been an inspiration to many in the EBRD regions.”

NATO TO LAUNCH $1.1 BLN FUND FOR EUROPEAN START-UPS

NATO will launch a new $1.1 billion fund to invest in European start-up companies developing technology and applications with possible military or defence uses and will be based in the Netherlands. The Dutch Ministry of Economy announced that the fund would officially launch during the annual NATO summit in July, reports Reuters. “We expect that the launch of this fund in the Netherlands will make it easier for innovative Dutch start-ups to find their way to capital by stimulating solutions for both social and military problems,” the statement said.

SAUDI ARAMCO RECORDS LARGEST PROFIT IN THE HISTORY OF OIL AND GAS COMPANIES

Saudi Arabian oil company Saudi Aramco earned 161 billion dollars last year, the company announced, noting that this is the largest annual profit ever recorded by an oil and gas company. The unexpectedly large profit resulted from the rise in energy prices and sanctions against Russia, which limited the sale of Russian oil and natural gas on the Western market. Profit increased by 46.5 per cent compared to 2021, when it totalled 110 billion dollars, and 49 billion in 2020, when the world faced a lockout due to the Covid-19 pandemic and suspension of travel.

Our First 100

Subotica-based ATB SEVER was founded in March 1923, precisely a century ago. It has survived wars and post-war periods, the ’90s and hyperinflation, bombing and transition, as well as an entire series of organisational, technological and ownership changes. And today, in 2023, it is on the road to restoring its former glory

The company’s tumultuous first century of operations is being commemorated in a celebratory mood, while its next century is beginning with the goal of ATB SEVER remaining a leader in the production of high-powered, large-dimension electric motors, as well as remaining active in the segment of hydro-generators for small and medium-sized hydropower plants and in developing electric motors for extreme working conditions.

We would first like to congratulate you on your first 100 years of successful operations and wish for your next 100 to be even more successful, and then to ask you to tell us something about your company’s development path.

Our company, ATB SEVER, is one of the oldest manufacturers of rotating electrical machines in Southeast Europe. We started out as a workshop for the overhaul of electric motors, and by the 1980s we had more than 6,000 workers. The company was privatised in 2005 and we’ve have been part of China’s Wolong group since 2011. We have preserved our core activity and today have 350 employees and 100% capacity utilisation, and all electric motors produced this year have been sold. We don’t have any serial production, as we specialise in large motors and generators that are custom made to meet clients’ requests. As an aside, the celebration of the company’s hundredth birthday is planned for the end of May this year, when we will also be joined by the owners from China.

Who are your customers? How far does the reach of your

products extend?

Our famous engines used to be found in almost every household, while today they represent an exclusive product that satisfies the most complex technical requirements for electric drives in nuclear and thermal power

We have 350 employees and 100% capacity utilisation, and all electric motors produced this year have been sold

ucts are intended for the European Union market. These are mainly special purpose motors, motors intended for nuclear power plants, oil rigs and ship cranes. For instance, one of our large generators will find itself in a hydroelectric power plant in Italy, supplying electricity to more than 100,000 citizens, and I would also like to note that SEVER is the first and only company beyond the territory of Russia to have been awarded a certificate enabling us to produce motors for nuclear power plants according to GOST standards. Our employees are also proud of the fact that we’ve worked for CERN, so we are also engaged indirectly in the search for the Higgs boson, the so-called “God particle”. Considering that SEVER was founded as a company specialising in overhauls of electrical machines, this is an area of activity that remains an extremely important part of our operations today.

Considering that you are today operating more than successfully, we assume that you’re entering the second century of your existence with ambitious plans...

plants, surface coal and copper mining operations, underground mines, cement plants etc. Believe it or not, but this year, for the first time ever, we’ll deliver 16 high-voltage motors for a cement plant in Thailand and a specialised motor for a mine in Australia, while I would note that more than 70 per cent of our prod-

You are correct! According to our current plans, this year we should increase our turnover by 16 per cent compared to last year, which we will certainly achieve, and according to existing orders, that growth will be even higher. We have ever-more work and ever-more orders, which is why we invest continuously in plants and personnel. Our view is that only a satisfied employee can truly contribute to the development of the factory. In collaboration with the Faculty of Technical Sciences, we are organising specialist work placement training for future engineers, while we also aim to deepen our cooperation with primary and secondary schools, and to continue with the dual education programme.

MILE TODOROVIĆ, CEO, ATB SEVER SUBOTICA

Congress Centre At The Top Of Serbia

During the period of slightly more than four years that it has existed, Gorski Hotel & Spa has become synonymous with luxury and impeccable service, raising the standards of the hotel industry on Kopaonik, but also at the regional level. Lavish, elegant and luxurious, it offers a mountain break experience that’s enriched with numerous contents offering relaxation and enjoyment year-round

and stunning views are certain to ensure that any team meeting or organisational event will be more productive.

Hotel Gorski hosts corporate events throughout the year, thanks to which its con-

public as a reliable partner in preserving the natural environment for generations to come.

By listening to its guests and striving to cater to their wishes, Gorski has developed a business package option for

The opinion expressed in the introduction above is shared by guests who are lovers of mountains during both summer and winter, who return season after season, while Hotel Gorski has also amassed numerous successes that have been achieved by its team of dedicated professionals with inexhaustible energy.

CENTRE ON PAR WITH EUROPEAN CENTRES

The Gorski Hotel Congress Centre consists of four halls, the largest of which is a multifunctional hall encompassing an area of 470m2 and equipped with cutting-edge technologies. It is possible to partition this hall into two smaller chambers, with a capacity of up to 250 seats each, using soundproof partition walls. The congress centre’s three smaller halls include one that has its own raised terrace and

a spacious foyer designed for coffee breaks and finger food.

This centre exudes an air of sophistication. Dominated by wood and other materials sourced from the mountain itself, here you will feel the kind of warmth and welcoming atmosphere that you would otherwise only expect to experience in your own home. Within the scope of the congress centre, it is also possible to organise an event hosted on the terrace, where the fresh air

gress facilities have finally received the attention they deserve. Last year culminated with the Look Up conference, which was dedicated to ecology and energy and served to prove that Hotel Gorski is recognised by the professional

clients, ranging from small to large participation numbers, in which special effort is exerted to maximise the use of guests’ time. Here everything is planned down to the tiniest detail – from introductory events to group teambuilding activities.

Key Opinion Leader

Our interlocutor is a pioneer in the fields of preventive, aesthetic and anti-aging medicine who is also highly rated beyond the borders of our country. Declared a key opinion leader and appointed as an ambassador of Teoxane, one of the world’s most renowned companies, she has also received accolades for her many decades of work

Here Dr Ioanna Batsialou Ph.D. discusses her route to the top, successes, colleagues and relations with patients, her love for medicine and science, but also role models and plans, with CorD Magazine.

What does business success mean to you?

The acknowledgement I received by being declared a key opinion leader is a sign of my enduring work that has also been recognised at the European level. Success does not come by itself; it is the consequence of learning and effort exerted over the last 20 years, dedication, love for patients and medicine, for human beings. It is even more satisfying that my work was recognised by someone outside our country and that I thus became the ambassador of one of the most famous companies in the world: Teoxane. This means that my journey has been a successful one.

Apart from the recognition I receive from the professional public, as a doctor I hold presentations in companies and speak at world congresses, or I am sought out by large clinics and hospitals around the world. We have been at the very top for the last 20 years. I’m aware of my position in Serbia and the Balkans, because I see my patients, who are loyal to me, and I’ve also introduced new therapies and concepts in the fields of preventive, aesthetic and anti-aging medicine. I am proud that entire families come to us – mothers, daughters and grandmothers – and that they place their trust in us.

How does success in medicine differ from success in any other line of business?

Medicine is the largest college. It takes a long time to complete; specialisations are

completed at the age of 35, while master’s studies at other colleges are completed by the age of 25. Young managers, lawyers or agronomists can make a name for themselves in those ten years, while we doctors are just beginning to prove our worth. Medicine is demanding; you have to love it.

When you manage to make a big name for yourself in medicine, it is difficult to preserve because anything can happen. When you are a private operator, any medical failure

can mean the collapse of all of your work. And the negative connotations remain even if you’re not to blame. Medical failure is extremely costly, which is why we doctors don’t allow ourselves to make mistakes.

How important is it to have successful partners and associates?

I’m happy that my colleagues are more successful or better than I am. They are professors, have a lot of published papers, many patients etc. When you have such successful associates, you can be certain that your patients are in good hands. And when the patient is safe, the clinic is also safe. Successful partners raise the clinic to higher levels and that’s why we are in such high demand now.

I have great trust in my doctors, because they treat me and my whole family. The most important thing is to have in front of you a doctor who instills in you a sense of confidence with their knowledge, expertise and professionalism. You know yourself how important it is for a sick person not to wander around wasting time and money.

Who are your business idols that you look up to? Who or what inspires you?

My friends, professors from 20 years ago, were at the peak of their careers and in top form, and back then I wondered if I would ever manage to be like them. They are my role models, and I know that I’m also someone’s role model today. Those are innovators who came up with numerous therapies, improved upon them and led to anti-aging medicine becoming a serious branch of medicine. Today this also relates to the rejuvenating of internal organs, so not only rejuvenating the skin or wrinkles around the eyes, but rather the entire body.

I am proud that entire families come to us – mothers, daughters and grandmothers – and place their trust in us

Archaeology, particularly in Europe, is often an “affliction” of romantic people, and those who work in this field for such reasons are fascinated by great artworks, construction endeavours and the names and destinies of great people.

However, it was actually the question from the start of this article that led me into archaeology and anthropology, because it caused blistering like a stone in a shoe. Although I dealt with music and the natural sciences in my youth, the question of “where we really come from” kept resounding in my head, especially because that was etched into my subconscious like being carved in marble by the tragic events of the ‘90s, when that question caused people to lose their minds, often in conflicts between people who trace back to the same person by just the 6th generation of their ancestry. That’s why I had to start seeking an answer to that question. ‘Where are we from’ had now gained an additional element: ‘why are we the way we are?’. That search led me to the University of Pittsburgh, where I enrolled in doctoral studies in the Department of Anthropology on the topic of analysing the emergence of organised violence and

And Where Are You From?

“And where are you from and where does your family hail from?” This is a question that every “Dinaric” person knows from birth. Of course, this question isn’t merely an indicator of geographic origin, but rather also an array of other information that’s woven into the answer. And almost every Dinaric person knows how to provide an answer containing a lot of knowledge and incredibly detailed descriptions of their personal and family histories. This is a question that I learned to answer before I’d even learned how to walk, like reading Chad Gadya for the Passover Seder “Žarko Spasojev, Spasoje Markov, Marko Mijailov...” and so on, for 15 generations with all locations

social complexity, where I won a National Science Foundation Award for the topic. It then became clear to me that the question of where we’re from had become the most important existing question. Of course, we’re no longer talking about geographical origin, but rather much deeper and more important themes. Where does our need to live in large communities come from? Where does hierarchy come from, and the acceptance of it? Where does our capacity for altruism, but also violence, come from? Answering these questions established the

Our vision is to utilise this place where people were inspired 7,000 years ago to create new ideas, technologies and materials in order to inspire new generations to transform the world

map of the future. Our ability to communicate, which developed over the course of 150,000 years to serve the needs of hunter-gatherer societies, led to the producing of the Bible, the Quran, the Analects of Confucius, the 9th symphony and the internet, but likewise also led to choices that condemned hundreds of societies to collapse and oblivion.

Of course, in searching for this answer it became necessary to peel away accumulated layers of historical baggage, with many of the “implicit values” of modern man. I thus began digging deeper, both figu-

ratively and literally, down to the Neolithic layers, where I struck the very foundations of modern society. That might seem like an excessive statement, but by following the postulates laid down by E. Lorenz, an initial set of factors causes all subsequent results. Serendipitously, in our area, on the territory of the central Balkans, one of the most intriguing and well-developed Neolithic cultures flourished during the Neolithic period: the Vinča culture.

In the period between 5300 and 4600 BC, 2,000 years before the construction of the great pyramids of Giza, this culture had already created more than 600 settlements on the territory of present-day Serbia, including towns with several thousand inhabitants, and the first drops of molten copper emerged, adding another set of factors for humanity in the form of metallurgy. The importance of such cultures is recognised by both the office of the Prime Minister of Serbia and the U.S. Embassy, which also provide funds for the remediation of the eponymous site of that culture that named the entire culture: Vinča Belo Brdo. Our vision is to utilise this place where people were inspired 7,000 years ago to create new ideas, technologies and materials in order to inspire new generations to transform the world. At the University of Kragujevac, we are establishing the Dragoslav Srejović Archaeology Centre, which continues to address issues of complex societies in the hope that we will contribute to mapping a better tomorrow, and that the question “where does your family hail from?” will help to answer another question: “where are we going?”.

DR MIROSLAV KOČIĆ, DIRECTOR OF THE DRAGOSLAV SREJOVIĆ ARCHAEOLOGY CENTRE, UNIVERSITY OF KRAGUJEVAC; EXECUTIVE MANAGER OF THE VINČA BELO BRDO SITE REMEDIATION PROJECT

Navigating A World In Flux

Here Austria’s cultural visionary, Helga Rabl-Stadler, offers her thoughts on how Austria could help shape our world through art and diplomacy, as well as discussing how artists and scientists from Austria and Serbia might come up with solutions for the future

HELGA RABL-STADLER / SPECIAL ADVISER FOR FOREIGN CULTURE AT THE AUSTRIAN MINISTRY OF FOREIGN AFFAIRS

Kanizaj

DIPLOMACY

Cultural policy is just as important for foreign policy as security policy. And that’s especially so in such times of war, when we want to, and must, strengthen the non-military tools of diplomacy

In 2021 came an announcement that was sad news for many in the world of music and culture: Helga Rabl-Stadler, president of the Salzburg Festival since 1995, declared that this would be her final summer in the role. Rabl-Stadler, who hails from a prominent Austrian family and has a wealth of experience in journalism, politics and business, had become synonymous with the festival over the past 27 years, running the operation successfully with a budget of approximately 65 million euros for about 200 opera, concert and drama performances. As the New York Times wrote that year, her amiable but no-nonsense presence has served as a reassuring sign of stability, and many would have been happy for her to stay on. However, Rabl-Stadler felt that it was time to step down and seek new venues of engagement. After all, she had proven equally successful in many different occupations prior to taking on the presidency of the Salzburg Festival. We used this CorD Magazine interview to discuss Helga’s long and distinguished career, but also to gauge her thoughts on her new role as a special adviser for foreign culture at the Austrian Ministry of Foreign Affairs.

Discussing her plans to strengthen Austria’s cultural presence abroad, including by focusing on human dignity and the role of art in solving complex problems, Rabl-Stadler also talks about her visit to Belgrade, during which she hopes to build a culture for the future together with artists and scientists from both Austria and Serbia. She also shares her views on the imaginative thinking required for new solutions, emphasising the importance of flexibility and togetherness, and the desire to help shape the future. She believes that art can offer orientation in a world that has become disjointed, and that it can help people think for themselves and ask the right questions.

You presided over the Salzburg Festival for 27 years. What was your motivation in joining the

SOLUTIONS

Flexibility, togetherness, the desire not to suffer the future, but to help shape it – these are the attitudes with which we can find new solutions

BALKANS

Austria has remained a great power culturally, which is no reason for us to rest on our laurels, but provides motivation to do new things. Cultural ties to the Balkans are particularly important to us in this regard

Austrian Ministry of Foreign Affairs as a special adviser for foreign culture and how does it feel to take on this new role?

Foreign Minister Schallenberg is aware that cultural policy is just as important for foreign policy as security policy. My mission is to make his attitude even more visible and effective. And that’s especially so in these times of war, when we want to, and must, strengthen the non-military tools of diplomacy.

How do you envisage the further development of Austria’s cultural presence abroad? What fresh perspectives do you intend to bring?

Hand in glove with the new Director General for cultural affairs at the Ministry of Foreign Affairs, Christoph ThunHohenstein, I want to make it clear that our great cultural past is not limited to musealisation, but can and should be the basis for overcoming today’s problems. The title of our activities is “Imagine: Dignity” and includes human dignity, but also the dignity of nature as a whole. In connection with this concept, we have to rethink the future of our economic model.

Your responsibilities range from maintaining a dialogue with the science, art and culture scenes and civil society, to international cultural mediation in a traditional and innovative sense. Considering all of this, what should we expect to see during your visit to Belgrade?

At the Ministry of Foreign Affairs, we wholeheartedly support the EU accession of the Western Balkan countries. Belgrade, this lively city in which technology and digitalisation are not seen as a danger, but rightly as an opportunity, is a particularly important partner for our plans to together build a culture for the future. “Together” is a word of utmost importance here: artists from Austria

There is a great danger that quick, simplified answers to complex problems are offered by populists from all countries, so it is essential to get people to think for themselves, to get out of their bubble and ask the right questions. Art can do that

Photo Lydia Gorges

and Serbia, but also scientists from both countries, will show how much can be achieved through this cooperation. We will together prepare exhibitions of architecture, design and urban planning, and highlight the role of art for our times. We will together organise workshops in which outstanding representatives from all disciplines of art and science will come up with solutions for the future. It is important to us to motivate creative people in both countries to get involved in the design of the new models of life.

You have been quoted as saying that “art can and must offer orientation in our world that has become disjointed”. In that respect, how does the ailing of this world manifest itself and how could art provide a cure?

follows,

also challenges to our democratic system, and many people have the dangerous impression that getting involved is pointless. We want to counteract this with a new generation of exhibitions designed to be participatory and consistently involving civil society

We live in a time of helplessness and aimlessness. Artists are often seismographs, because they feel the problems earlier than many others. There is a great danger that quick, simplified answers to complex problems are offered by populists from all countries, so it is essential to get people to think for themselves, to get out of their bubble and ask the right questions. Art can do that. For example, when you watch the opera Elektra, you are confronted by all the great problems of our world: love and hate, loyalty and

We are facing huge challenges, such as climate change and everything that

but

Photo Doris Wild

betrayal, war and peace, revenge and forgiveness. And suddenly the question arises: is revenge strength or does true strength lie in the ability to forgive, in forgiveness? As festival president, I’ve seen hundreds of people discuss things for hours after an opera or a theatrical performance. Great Austrian conductor Nikolaus Harnoncourt said: ‘If we, the artists, are good, then people will be transformed when they go home from a performance’.

What makes Austria a suitable country to bring such change?

During its best times, Austria peacefully united different cultures, ethnic groups and religions under one roof. After World War I, the huge empire shrank to “the rest that remained”, as French Prime Minister Clemenceau put it, not charmingly, but unfortunately correctly. However, Austria has remained a great power culturally, which is no reason for us to rest on our laurels, but rather provides motivation to do new things. Cultural ties to the Balkans are particularly important to us in this regard.

Who or what are main sources of the imaginative thinking required today for new solutions? Is this still a human task or one that’s being taken over by the broad introduction of AI? Flexibility, togetherness, the desire not to suffer the future, but to help shape itthese are the attitudes with which we can find new solutions. We are facing huge challenges, such as climate change and everything that follows, but also challenges to our democratic system, and many people have the dangerous impression that getting involved is pointless. We want to counteract this with a new generation of exhibitions designed to be participatory and consistently involving civil society. Artificial Intelligence can help us with this, but it must be controlled by humans. The open questions here are: how do we deal with technologies; how can we merge technology, people and nature into a dignified life plan within a new digital humanism?

It is very important to me that art is not just decoration for everyday life. Great power lies within art – it can strengthen self-confidence and identity not just among individuals, but among entire countries. That is why culture and science must also play an even more important role in our diplomacy – I will not let up on that.

Austrian Foreign Minister Schallenberg praised you for showing “ground-breaking will to implement things”. What would you like to change first in your new role?

Belgrade, this lively city in which technology and digitalisation are not seen as a danger, but rather rightly as an opportunity, is a particularly important partner for our plans to together build a culture for the future

WITH MRS VIKTORIA EBNER, CHRISTOPH THUN-HOHENSTEIN, DIRECTOR GENERAL FOR INTERNATIONAL CULTURAL RELATIONS AT THE AUSTRIAN FEDERAL MINISTRY FOR EUROPEAN AND INTERNATIONAL AFFAIRS, AND H.E. CHRISTIAN EBNER, AUSTRIAN AMBASSADOR TO SERBIA, BELGRADE, MARCH 2023

DARKO HABUŠ / DIRECTOR OF THE BELGRADE MARATHON

Ready To Break Records

This spring, for the 36th time, the streets of the Serbian capital will be occupied by a seemingly endless stream of runners. Thanks to excellent organisational results, this 23rd April is expected to see the Belgrade Marathon achieve a record-breaking five-digit number of competitors, while organisers also hope that many other records will be broken

You had a wonderful starting point, which meant it was natural to continue improving and upgrading the Belgrade Marathon. The first thing I set as a goal was to revitalise institutional cooperation, and thanks to that we can today boast of having as our partners the “holy trinity”: the Ministry of Youth and Sports; the City of Belgrade, which has declared us an event of special importance; and the Athletics Federation of Serbia, with which we are working on the development of medium and other tracks. The result of our collaboration with the Athletics Federation is the instituting of a national marathon championship, which will be held under the framework of the 36th Belgrade Marathon and the European Athletics Congress [to be held in Belgrade from 21st to 23rd April, thus coinciding with the staging of the marathon].

Our aim is to surpass the marathon in Ljubljana in two or three years, and to be among the top five marathons in Europe, in terms of quality of organisation, within five years. I’m also certain that we can achieve this, with the reorganisation of the company and our team of young and energetic people - promises Belgrade Marathon Director Darko Habuš in this interview for CorD Magazine.

You will soon mark the 10th anniversary of your inclusion in the organisation of the Belgrade Marathon. Which of the many challenges you’ve faced and achievements you’ve made would you single out?

I joined the Belgrade Marathon in 2014, based on the recommendation of Dr Branko Bošković Ph.D., whose associate I was at the Faculty of Sports. He supported my idea to develop a relay race, which has so far been completed successfully by several thousand participants, and after eight years I received the opportunity to lead the Belgrade Marathon from the most responsible position. Although I’ve been part of the enterprise for almost a decade, being the director of the biggest mass sporting event in my country is a major challenge. It is also an honour and a privilege. I’ve spent my whole life in sports and I do what I do now wholeheartedly.

We also received the status of a “World Athletics Label Road Race”, which means that World Athletics has once again accredited us and returned us to its calendars. This is great recognition for the new team of the Belgrade Marathon and its high-quality work on improving conditions for marathon runners. This provides all elite runners who come to Belgrade with an additional sense of security that they will be paid and that they can expect a certain level of organisational quality.

What are the essential requirements for a good marathon?

This year the focus will once again be on ensuring the satisfaction and safety of runners. We have prepared a better and higher quality participation package, better prize money, qualifications for domestic participants as well, a simple registra-

tion process and payment online using payment cards, the Get Pica service for photos from the marathon, NFC tags for quickly registering comments etc. All partners of the Belgrade Marathon share the same values. Satisfying the runners is in first place for us, and everything we can do to raise the quality of the event and their level of satisfaction is an imperative for all of us.

The Belgrade course is demanding, hilly, but considering that we expect around twenty elite competitors from Kenya, Ethiopia, Rwanda and Morocco, who have personal best times of under 2:10, which is the record of our course and the national marathon championship, we can expect records to be broken, provided the weather permits.

Was your expectation from last year – that you would record five-figure participant numbers this year – a realistic expectation?

With six weeks to go until the marathon, we have already exceeded registrations of the number of participants in last year’s marathon, which is a sure sign that we are closing in on breaking the record and reaching five-figure participation numbers. With this in mind, I would like to announce the three-day Running EXPO Belgrade marathon –“It’s running time”, which will take place on 20th, 21st and 22nd April in Hall 5 of the Belgrade Fair, as an integral part of the event, based on the model of the world’s biggest marathons. The Running EXPO Belgrade Marathon represents the first contact that runners have with the event and the place where they can collect their starter packages, while we are organising a “Pasta Party” to be held the day before the marathon. We believe that the EXPO will be visited over the course of the three days by more than 20,000 visitors, who will be able - through panel discussions and public training sessions - to familiarise themselves with trends in the fields of sports psychology and nutrition.

Your goal is for the Belgrade Marathon to become the region’s best and most attended marathon. Does Belgrade have the potential to achieve that?

Serbia and Belgrade deserve the Belgrade Marathon to be among the best in Europe, because we are an incredibly talented sporting nation. We can offer a lot – in terms of high-quality organisation, a good atmosphere and enjoyable socialising – and can present Serbia and Belgrade in the best possible way. The National Tourism Organisation of Serbia

23rd April

has recognised this and awarded us the Tourist Flower Award for event of the year.

How important is to you to promote physical activity and environmental protection, and to provide support to people with disabilities?

The Belgrade Marathon places great emphasis on promoting physical activity, because that has a positive impact on physical and mental health, and quality of life, which contributes comprehensively to improving the state of public health.

CSR and responsible business conduct have been part of our business policy for years, in terms of environmental protection, promoting and implementing humanitarian campaigns, promoting the providing of assistance and donations to individuals or groups in need. We cooperate with numerous organisations on this front, such as the Special Olympics Serbia team, the Belgrade Sports Association of Persons with Disabilities, UNHR, UNICEF, NURDOR and the Novak Đoković Foundation, but also media companies. And among them is also CorD Magazine, which selflessly promotes this topic of great importance. For me, the humanitarian aspect of the 36th Bel-

grade Marathon’s Fun Run will be very important. We organise three CSR projects throughout the year: New Year Marathon Magic, which takes place every January, while in the days after the marathon we implement the project “Heroes of the Belgrade Marathon”, under the scope of which we reward those who exerted superhuman effort to complete the race and those who helped them to do so. The third project, “Marathon Forest”, was created with the idea of raising awareness of the importance of protecting and improving the natural environment, thanks to which the number of trees in the city is growing. We this year planted 36 spruce trees, so our forest now has 71 trees.

You and your colleagues devote every working day in the year to organising the marathon. This is both a job and a way of life, but is it also a mission? For all of us who comprise the team of the Belgrade Marathon, the marathon represents a lifestyle. The team has great energy; we spend a year preparing until we’re finally ready for the spectacle! Investing in a new team of people, a good division by sector, a team for elite competitors, the knowhow that we’ve gleaned from the world’s top marathons over the course of the past year – all of this has led us to an excellent result. We aspire to become the number one marathon in the region, and that requires lots of work. With this team, I’m certain of success! Our mission is to show the world the most beautiful postcard of our capital city from the streets of Belgrade on 23rd April.

Our mission is to show the world the most beautiful postcard of our capital city from the streets of Belgrade on

My life Gojko Tešić, writer and literary historian

NECESSITY AND FREEDOM

His chosen heroes are writers who’ve been ideologically written-off, or so-called traitors and revolutionaries. He left an indelible mark in his studying and scrutinising of the Serbian literary avant-garde. According to the well informed, he was the most successful editor of literary magazine Književna reč [The Literary Word]. A critic, controversial raconteur, beloved professor of the University of Novi Sad and father of a daughter, Iva, who also earned her doctorate in literature and followed in her father’s footsteps, here he discusses his upbringing and career, but also his encounters with greats of the Yugoslav literary scene – from Radmir Konstantinović and Vasko Popa, to Miroslav Krleža and Koča Popović

His birth village is called Lještansko and is located in the municipality of Bajina Bašta, and it today boasts Gojko’s birth house, which he restored as an example of early 20th-century rural architecture. Alongside this home is also another house, which was built by Gojko’s father. All the Tešićs hail from there, including father Milenko, mother Milenija, sisters Milesa and Milena. Their names all start with the letter M, while his name is Gojko. Doctor of Literary Sciences Gojko Tešić (1951), an invaluable archivist of Serbian literary heritage, who read the first two books in his birth house, both simultaneously representing the family heritage: the Holy Bible and Dositej Obradović’s Fables. And that was enough for books to take over his life.

And that which he took away from his home continues to shape him to this day:

“We were raised to greet everyone you encounter on the road. Whether you see them only once, or never again, which is most common, you must greet them politely. I remember the poverty we lived in and that I could almost recreate like a film. And that’s certainly a code for understanding everything that would follow in my life. In my early school years, I didn’t know what shoes were. It was known that I wore rubber sandshoes in the summer and rubber boots in the winter. The most important thing is that I learnt in my parents’ home what morality, integrity, fairness, audacity, courage and gratitude are.”

Poverty has been a common companion of great minds throughout human history. Few among them were born with a silver spoon in their mouths.

“Poverty is a kind of incentive, not in order for me to prove myself, not to forget that part of life, because that cannot be forgotten. I realised that I set out in life from nothing and that I had have some goal. I had one from my childhood days.

“My parents were caring and gentle people. Mother fell ill with severe rheumatism early on and that stayed with her until her death. My paternal grandmother, who lived with them, was unpleasantly strict. Wednesdays and Fridays were Lenten days in the house. On one of those two days, I went to the shed and took some cheese, because I was hungry. My evil grandmother punished me harshly for that. She was a dictator against whom neither my father nor mother dare say a word. While my mother was ill, her mother

came to watch over us. She was gentle, looked after us and pampered us, with her I was privileged.” Gojko’s mother was ill and wanted her son to study medicine. Gojko’s father was a lover of technology who thought his son should study technology. He today says that he tricked both his parents. His father enrolled him in secondary

By Radmila Stanković

technical school and informed him that he had to take the entrance exam the next day, to which Gojko replied: ‘You enrolled me, you take the exam. I want to attend a gymnasium secondary school!’ His father had no option but to collect the documents from the technical secondary school and enrol his son in the gymnasium school in Užice. And back then Gojko already knew that he would study literature; that books were his life choice.

With the end of his schooldays approaching, he wanted his graduation thesis to be on literature. The lady professor, who only had a few years of experience, didn’t permit Gojko to write on any of the topics he’d proposed, and he’d wanted to write about Branko Miljković, Momčilo Nastasijević or Vasko Popa. She didn’t allow him to write about any of those poets, nor even Vladislav Petković Dis.

“I asked professor Stanko Jovančićević, a wonderful man and a brilliant professor, whose face is still etched in my memory, why my professor wouldn’t allow me to do anything that I’d proposed, and he replied: ‘You know, Gojko, if she allowed you to do that, she’d have to learn it too’. That was the truth, and because of it I unfortunately had to do a topic from philosophy: Necessity and Freedom.”

The real ‘culprit’ for me having continued to deal with Vinaver was Radomir Konstantinović. He first edited Nadgramatika, which I read as a high school pupil, and I think that’s when I flew into a channel, into a labyrinth that I didn’t want to find my way out of. More precisely, I had to go all the way to the end

My life Gojko Tešić, writer and literary historian

Among the general public, Gojko Tešić is known as a modern literary historian who has, above all, dedicated himself to the works of writers who didn’t enter the canon. It was clear that this would be the case already during his days as a high school pupil, when he spent his free time in the Užice Library discovering Stanislav Vinaver, Stanislav Krakov, Dragiša Vasić and other writers who were not include in school reading lists and textbooks.

“In a way, that determined that I embark on a literary-historical quest to find writers who’d been marginalised for purely ideological reasons. The most terrifying thing is that this marginalisation remains a valid paradigm to this day. And what I was doing was on the cutting edge of the knife of ideological condemnation. In seeking data from the lives of those writers and presenting their works, I didn’t neglect a single piece of information for a single moment. I didn’t comment, evaluate, offer flattering platitudes about their ideological and political orientation. I just dealt primarily with their work.

“When I today consider what the most important thing I did in this half a century of work was, I think it is my editorial work. For an anthology about me, my daughter Iva compiled a bibliography of books that I edited. For me, that’s an I.D. card. And it clearly show what I’ve done and what my intellectual orientation is.”

This editorial work also includes the command position he held at the head of the magazine

At the very end of that Dnevnik, the newsreader, Ljiljana Marković, read a news item: ‘The Palulula Municipal Committee of the Union of Communists today expelled Gojko Tešič, editor-in-chief of The Literary Word, from the Union of Communists, despite him having tendered his resignation.’ At that moment, my mother hit herself in the head with both fists and moaned: ‘Kuku, my black son, what have you done?’

Književna reč [The Literary Word] from 1980 to 1984. That was a time when communication with writers was conducted via letters, postcards and other correspondences, and Gojko preserved it all, as solid evidence of the times in which he worked, and the people he met who forged the

literary scene of Yugoslavia, but also the world. He is thankful to everyone who helped him in his career, from Radovan Popović, Jovica Aćin and Aleksandar Petrov, to Radomir Konstantinović and Vasko Popa, who showed understanding for this graduate of an Užice high school, this dishevelled young man with long hair, as he was at the time, in the spring of 1970, when he would ring their doorbells day after day.

“Haša, the wife of Vasko Popa, came out and said: ‘Vasko, a boy is looking for you!’ The poet appeared, two heads taller than his wife, and I told him my name, that I’d come from Užice and that I wanted to talk with him. He welcomed me into his house and we remained in contact constantly from then until the end of his life. He helped me to come to the Institute of Literature, by recommending me to Aleksandar Saša Petrov.”

As would happen during those times, in the fourth year of high school, Gojko – as a good student and an intelligent young man – was nominated for membership in the League of Communists of Yugoslavia. He didn’t consider that a very serious matter. However, during his studies he ended up at the centre of a row over the election of a student vice dean. A person who he considered unworthy of that position was chosen. Out of rage and a sense of helplessness, he headed to tender his resignation from the League of Communists. While on his way, he encountered professor Đorđe Trifunović, who

GOJKO WITH HIS GRANDMOTHER GOJKO WITH HIS PARENTS AND SISTERS

was even known among the students for being a staunch anti-communist, just like his famous brother, art historian and university professor Lazar Trifunović. He ‘boasted’ to him that he was going to clear his hands of the Party, but the professor stopped him.

“He told me not to accidentally do such a stupid thing. He told me that I would thus close every door that was open to me, that I would destroy my future. I remember his sentence: ‘You know I’m an anti-communist, but I don’t want you to destroy yourselves’. I listened to him, and only later realised that this was the smart thing to do, regardless of how much I’d already been marked as a freethinker by then, as someone who rejected the Party’s rigid discipline. Some years later, Radovan Popović recommended to Jovica

Aćin that I become a member of the editorial department of The Literary Word. I was later also Aćin’s choice to become chief editor of that journal. That’s the most precious period of my life, representing a kind of creative storm with different fractures and misunderstandings, but with experience that’s totally unrepeatable. I made up my mind to allow every writer who I believed was worthy to enter The Literary Word. I had a concept that was distinctly Yugoslav in a literary sense, but also a much broader, European orientation. That was then a magazine that made it to a large number of university departments around the world and had an international reputation, while those passing through its editorial department included the likes of Novica Tadić, Aleksandar Jovanović, Svetislav Basara, David Albahari,

I made up my mind to allow every writer who I believed was worthy to enter The Literary Word. I had a concept that was distinctly Yugoslav in a literary sense, but also a much broader, European orientation. That was then a magazine that made it to a large number of university departments around the world and had an international reputation, while those passing through its editorial department included the likes of Novica

Tadić, Aleksandar Jovanović, Svetislav Basara, David Albahari, Mihajlo Pantić et al

Mihajlo Pantić et al. And it was written by an exceptional array of creators, from the youngest to the oldest across the whole of Yugoslavia. The years that I spent at The Literary Word represent the most exciting period of my life.”

Gojko was a subeditor at The Literary Word from 1977 to 1980, and its editor-in-chief from 1980 to 1984. And as would often happen in countries with a one-party system, the harshest punishment for the head of an institution was expulsion from the Party, which happened to Gojko while he was at home with his parents, watching the ‘Dnevnik’ news bulleting that was then obligatory viewing.

“At the very end of that Dnevnik, the newsreader, Ljiljana Marković, read a news item: ‘The Palulula Municipal Committee of the Union of Communists today expelled Gojko Tešič, editorin-chief of The Literary Word, from the Union of Communists, despite him having tendered his resignation.’ At that moment, my mother hit herself in the head with both fists and moaned: ‘Kuku, my black son, what have you done?’ That’s a scene I can never forget. I calmed her down, telling her that I’m alive, healthy, that everything will be fine, but she couldn’t stop. I consoled myself with how fortunate I was to have been

WITH LEPOSAVA AND KOČA POPOVIĆ

WITH DAVID ALBAHARI IN THE EDITORIAL OFFICE OF “THE LITERARY WORD“ MAGAZINE

Photo Mehmed Akšamija

My life Gojko Tešić, writer and literary historian

That was an unbelievable, exciting and surprising encounter. That wonderful cynic received me with friendliness. He was important to me as a surrealist – who had been marginalised by apologists for surrealism. When I told him that I wanted to rehabilitate him, as a very important avant-garde creator, with a thematic edition of The Literary Word about his surrealist poetic and philosophical work, he had certain reservations. However, when that famous, disputed triple edition was published, he provided me with insight into his entire handwritten legacy and allowed me to photocopy it, which was a great start to our friendship and cooperation. For Belgrade-based publishing house Prosveta, I prepared two books from his surrealist oeuvre – he was delighted, happy, and surprised. Those are two beautiful books. We agreed for Ivan Lovrenović and Gavrilo Grahovac to prepare his memoirs for Sarajevo-based publisher Svjetlost under the title Zapisi iz pokojne prošlosti [Notes from a deceased past] in eight books, using material that covers in excess of 17,000 pages. The contract was signed in Dubrovnik in 1989... That’s a project I’m persevering with. I guess I’ll also bring that story to an end... Hanging out and becoming friends with Koča Popović is an exciting part of my life story...”

there, beside her, because who knows how she would have felt if she’d only heard the news and didn’t know what had happened to me.”

That’s how the Party broke up with Gojko, and when the multi-party system emerged in Serbia, he was again joined a political party, this time the Democratic Party. He became close friends with Prime Minister Zoran Đinđić.

“I met Zoran in 1972, as a student at the protests that he organised in the Hall of Heroes at the Faculty of Philology. He was a contributor to The Literary Word; I published his texts from Germany that were critical, interesting, sometimes translations. Later, in the Democratic Party, he asked me to tour Serbia and talk about the importance of culture. Politics didn’t interest me, but I respected him greatly.”

I also met another politician while I was editor of The Literary Word, in the form of Koča Popović.

For many literature connoisseurs, Gojko’s efforts on publishing the works of one of the most important creators in Serbian literature, Stanislav Vinaver (1891-1955), represents his lifetime achievement. It was while he was still a gymnasium pupil that Gojko discovered Vinaver and his Beogradsko ogledalo [Belgrade Mirror] and Nadgramatika [Overgrammar]... And he never again parted from him. It was during his student days that he studied the life and works of this great writer and translator, and he remained with him only to complete his grandiose undertaking – or editorially preparing 18 books – that represent collected works of Stanislav Vinaver and a book of essays and articles about him.

“The real ‘culprit’ for me having continued to deal with Vinaver was Radomir Konstantinović. He first edited Nadgramatika, which I read as a high school pupil, and I think that’s when I flew into a channel, into a labyrinth that I didn’t want to find my way out of. More precisely, I had to go all the way to the end. When I spoke to Konstantinović about Vinaver, he liked that a lot and insisted that I continue working on it. After a few years socialising together, he somehow imposed on me the obligation to prepare

My conversation with Krleža was very unusual and exciting. I first spoke to him about why I’d chosen to do the dissertation, explaining that bibliography is the foundation of any serious literary science. If you don’t have all the information in one place, you can’t know the context, the dynamics, both literary and cultural...

WITH PROFESSOR MILIVOJ SOLAR, ZAGREB. PHOTO ZVONKO KOVAČ

WITH DAUGHTER IVA, BRIJUNI

Photo Jelena Ćivović

Vinaver for print. That was like a kind of will, a testament, that I had to do. I offered it to various publishers, but they didn’t want to print it, and that went on and on, and I persevered to madness. I believed in a miracle. And then it happened. The publishing credit belongs to the then director of Službeni glasnik [the Official Gazette], Slobodan Gavrilović, great editor Milka Zjačić Avramović and the Institute for Publishing Textbooks, or its director Miloljub Albijanić. When everything was published, I felt a kind of serenity. And that despite the fact that this publishing endeavour was not noticed in the media in the way it deserved. But I didn’t tug anyone by the sleeve to write about it.”

It should be mentioned that the main reason for the marginalisation of Stanislav Vinaver’s work was ideological. Branded as someone who belonged to the old, right-wing, reactionary period, drastic efforts were taken to prevent him from working. One of the few people from the then political structures to help Vinaver find a job was Tanjug founder Moša Pijade, who dealt with painting and writing. He demanded that Vinaver be accepted at Tanjug [a national news agency] as a translator, given that he spoke six or seven languages. He worked night shifts and translated books when he had nothing else to do. He translated Gargantua and Pantagruel by François Rabelais, The Good Soldier Schweik, One Thousand and One Nights, the poetry of Edgar Allan Poe and Paul Valéry, the books of Mark Twain etc. Of course, there was no shortage of comments that he’d only received help along his Jewish lineage.

As a professor, Gojko was loved by students in Novi Sad because he gave them the freedom to discuss everything that interested them with him. He sought that they freely express their thoughts and was capable of easily recognising the special ones among them. He liked to give good grades, because he considered that a stimulating way of instilling in them a desire to dedicate themselves to literature more and better. He had a positive influence on many of them finding themselves after completing their studies.

He didn’t influence his daughter Iva when she chose to follow in his footsteps. She completed the same studies as her father, earned her doctorate and today works at the Institute of Literature, where he also began his working life. She fell in love with some writers that she was introduced to by her father, but she has a special affinity for

the likes of Miroslav Krleža, Tin Ujević, Matoš et al. She is scientifically preoccupied with the study of Serbian-Croatian literary relations.

“Krleža is her choice, and I met this writer in 1974, at the Institute of Lexicography in Zagreb. I had previously worked on Krleža’s bibliography, from 1968 to 1973, as my graduate dissertation assigned to me by Croatian literature professor Mate Lončar. I received the October Award, then the highest recognition for student work, for that 150-page dissertation. The work was published, Krleža read it and wanted to meet the young man who dealt with such complicated and

important work for culture. A meeting with him was scheduled by Enes Čengić, who was then his closest associate. Since 1972 and until today, I’ve travelled to Zagreb to work at the University and National Library, which is a cult library for me. I would claim that it is also the most important national library for Serbian culture.

My conversation with Krleža was very unusual and exciting. I first spoke to him about why I’d chosen to do the dissertation, explaining that bibliography is the foundation of any serious literary science. If you don’t have all the information in one place, you can’t know the context, the dynamics, both literary and cultural... He liked my story, and then started recounting his own story of literature, explaining to me why Jakov Ignjatović is the greatest Serbian novelist, why Vojislav Ilić is the greatest Serbian poet, why he is repulsed by Skerlić... He spoke to me about what he read in the newspapers, described New Belgrade and New Zagreb as inhumane cities, as ‘boxes thrown from the air and left to fall where they will, that’s how they built the high-rises’.

When the time for discussion at his office elapsed, we walked together to the bookshop Oslobođenja [Liberation], located in an underpass near the train station... He walked slowly because he had problems with his joints.That was a casual, endless, wondrous monologue on various topics. That was one of those days that you always remember.”

Poverty is a kind of incentive, not in order for me to prove myself, not to forget that part of life, because that cannot be forgotten. I realised that I set out in life from nothing and that I had have some goal. I had one from my childhood days

WITH DAUGHTER IVA, BELGRADE. MILORAD PAVIĆ AND HIS WIFE JASMINA IN THE BACKGROUND

Photo Živko Nikolić

CHILL OUT

Vinyl Record Sales Surpass CDs For First Time Since 1987

What’s old is new again, it seems. That’s especially new when it comes to records, which are moving the needle in the music industry. A new report revealed that vinyl record sales outsold compact discs last year for the first time in more than three decades. The report, released last week by the Recording Industry Association of America, found that tangible music formats continued to grow in 2022, with revenue from records increasing 17% from the previous year to $1.2 billion and accounting for 71% of physical format sales. For the first time since 1987, vinyl albums outsold CDs in units – 41 million last year compared to 33 million in 2021. Although streaming still made up the largest percentage of music revenues in 2022, digitally downloaded music continued to decline, accounting for just 3% of total U.S. revenues. That’s a precipitous decline from a peak of 43% of all revenues ten years earlier.

Tech Leaders Call For Pause On AI Development

Elon Musk and 1,000 other technology leaders, including Apple co-founder Steve Wozniak are calling for a pause on the ‘dangerous race’ to develop AI, which they fear poses a ‘profound risk to society and humanity’ and could have ‘catastrophic’ effects. In an open letter on The Future of Life Institute, Musk and others argued that humankind doesn’t yet know the full scope of the risk involved in advancing the technology. They ask all AI labs to stop developing their products for at least six months while more risk assessment is done. If any labs refuse, they want governments to ‘step in’. Musk’s fear is that the technology will become so advanced, that it will no longer require - or listen to - human interference.

4,500-year-old Chamber Discovered Inside Great Pyramid In Egypt

A new chamber dating back some 4,500 years has been uncovered in one of the Great Pyramids in Egypt. The corridor measuring nine metres long and more than six feet wide, was discovered close to the main entrance of one of the three pyramids at Giza. The ScanPyramids project used high-tech equipment to unearth the chamber located on the northern side of the Pyramid of Khufu. Archaeologists are puzzled over the function of the chamber, which could not be entered from outside the pyramid. The project has been ongoing since 2015; scientists attended an unveiling ceremony.

Holi 2023: India Celebrates Festival Of Colours

Millions of Indians celebrate Holi - the festival of colours - at home and worldwide.

The festival, which marks the last full-moon day of the lunar month, celebrates the beginning of spring and the victory of good over evil.

People celebrate this day by smearing bright colours on friends and family, offering prayers and burning a bonfire to destroy the bad so that the good can triumph symbolically. The festival is based on a Hindu legend and has a huge cultural significance in India. People see the festival as symbolising new beginnings and as a time to mend relationships and start afresh.

David Attenborough Voted Britain’s Favourite TV Presenter Of All Time

His dulcet tones have provided a soundtrack to nature on our screens since the 1950s. So it is perhaps no wild discovery that Sir David Attenborough has been crowned the greatest British TV presenter of all time, according to a poll. The documentary narrator, 96, won 28 per cent of the vote, with 30 household names making up the list in all. In second place in the Perspectus Global poll is the late Sir Terry Wogan, whose broadcasting career began in the 1960s and included his BBC chat show Wogan in the 1980s and 1990s and his Radio 2 breakfast show, in which he entertained millions of TOGs (Terry’s Old Geezers and Gals). Sir Bruce Forsyth came third, having presented a string of Saturday night prime-time hits, including The Generation Game, Play Your Cards Right.

Finland Declared Happiest Country Sixth Time In A Row

Finland has maintained its position as the country with the happiest population for the sixth year in a row, according to the World Happiness Report released on Monday. The report, which is compiled by scientists in the United States and based on surveys by the Gallup Institute, asks a nationally-representative sample of people how satisfied they are with their lives. Along with the Finns, Denmark and Iceland rounded up the top three happy countries. Israel climbed five spots to be in fourth place this year, with the Netherlands in fifth. Other countries in the top ten include Sweden, Norway, Switzerland, Luxembourg and New Zealand. Germany, however, dropped two spots from last year to 16th place. The United States, United Kingdom and France ranked 15th, 19th and 21st, respectively.

BEST SMARTWATCHES IN 2023

Looking to start the new year off with a new smartwatch? Well, then you're in luck, because there are tons of great options available, and many of them are on sale now. Maybe you're looking to jumpstart a new workout routine in 2023 or simply want a new way to stay connected. Maybe style is important to you -- or maybe you're on a budget and just want to get the job done. Whatever your needs, and whatever brand or retailer you favor, check out the top smartwatches of 2023.

Amazfit Bip 3

Garmin Fēnix 7X Series

The latest iteration of Garmin’s Fēnix line of multisport smartwatches, the Garmin Fēnix 7 Series, released in January, features a touchscreen, a hands-free, multi-LED flashlight, and offers what Garmin says is upgraded “daily smartwatch interaction and map navigation.” It comes with multiple Garmin-esque perks, including built-in workouts, performance metrics, health and wellness sensors, ski-course maps, golf-course maps and mountain-biking-trek tracking.

Garmin Vivoactive 4

The Garmin Vivoactive 4 with a 45 mm case is more than $50 off right now at Amazon. This Garmin smartwatch uses Garmin’s Pulse Ox technology to track your energy levels, respiration, menstrual cycle, stress, sleep, heart rate, hydration levels and more. It can stream downloaded music from Spotify and Amazon Music. When paired with your smartphone, the watch can receive notifications.

Samsung Galaxy Watch 5 Pro

The Galaxy Watch 5 Pro offers a bigger and stronger smartwatch option. The watch face and battery are larger in the Pro model. The Pro model features a titanium case and sapphire glass. The Galaxy Watch 5 Pro also boasts improved navigation with track-back mode to help you navigate your way to back your starting point.

Fitbit Versa 3

What’s so great about the Amazfit Bip 3? It features a colorful 1.69-inch screen to display incoming calls and texts. It’s loaded with sensors, too, to monitor your heart rate, blood oxygen level, sleep quality, and stress levels. You can even take it swimming with you -- the Amazfit Bip 3 is IP68 water resistant.

Samsung Galaxy Watch 5

The Samsung Galaxy Watch 5 is an upgrade from the popular Samsung Galaxy Watch 4. It features 10W smartcharging capabilities, a notable upgrade from the slower 5W charging offered by the prior model. It also offers an advanced workout algorithm and sleep tracking technology. The Galaxy Watch 5 features an advanced bioactive sensor that collects more accurate data. This data can be managed and tracked in the Samsung Health app. This is the first time that Samsung is offering its sapphire glass on its nonpremium smartwatch options.

This top-of-the-line Fitbit has a built-in GPS that can be used to track the pace, distance and route of your runs, hikes, or biking outings. The tracker offers heart-rate monitoring, stress data and sleep tracking. Google Assistant and Alexa voice assistant support is built in. The Fitbit Versa 3 has a 6-day battery life. Its fast-charge capability gives you a full day’s worth of battery in just 12 minutes.

Amazon Halo View

Released in late 2021, the slender, Alexa-enabled Amazon Halo View measures heart rate, activity, sleep and even blood-oxygen levels. It also offers connectability to popular health apps, such as Headspace and Bettersleep, as well as connectivity to your phone. It also boasts a seven-day battery life.

Google Pixel Watch

Apple Watch SE 2nd generation

Apple Watch SE 2nd generation, the most affordable Apple Watch option, includes core Apple Watch features such as car crash detection, heart rate monitoring, fall detection and activity tracking. The updated watch can be paired with a parent’s iPhone, but still operate independently for calling and texting. It’s a smart choice for families that want to stay connected. The new Apple Watch SE is 20 percent faster than the last generation. The display is 30 percent larger than the prior model as well. The back case design now features 100 percent recycled aluminum.

The Google Pixel Watch features a round face with customizable watch faces and tons of band options. It offers an all-day battery life, with up to 24 hours on a single charge. The Watch includes the Google Home App to adjust your thermostat or connect to your smart home devices. Users can play music, track fitness activity and receive notifications from their connected phone. The Google Pixel Watch is the first Android smartwatch to include integrated Fitbit features. The watch’s health features include heart-rate monitoring, workout tracking, sleep tracking and more.

Fitbit Charge 5

The latest in the Charge line from Fitbit, this well-equipped activity and health tracker packs advanced technology into a slender device and features a color touchscreen. The smartphone-enabled device helps you manage stress and stay on top of heart health and sleep. The Fitbit Charge 5 boasts a 7-day battery life on a single charge.

Apple Watch Series 8

The Apple Watch Series 8 is a durable smartwatch that is swimproof, dust-proof and crack-resistant. It also comes with a new crash detection feature, which detects where the wearer is in a severe car crash and alerts emergency services. The Apple Watch 8 has a number of health-tracking features, including an optical heart sensor, electrical heart sensor for ECG, blood oxygen sensor and a new body temperature sensor. You can also tap into yoga, meditation and other workout programs via Apple Fitness+.

Apple Watch Ultra

The Apple Watch Ultra is designed to be a more rugged and durable option for athletes and adventurers. It provides up to 36 hours of life on a single charge with standard use, or 60 hours of battery life with the soon-to-be-released battery optimization setting. It is made with a stronger titanium alloy material for improved impact resistance. It also offers a larger (49mm), brighter display and a second speaker for better sound and display visibility during outdoor use. Apple says it’s also optimized for diving and water sports. The Apple Watch Ultra provides enhanced GPS functionality to trace your steps and improve navigation for outdoor expeditions. There is also an action button that can be used to more accurately track your workouts by marking segments of your workout.

Anime Symphony

12 April - Kolarac Hall - 20.00

The collision of two incredible worlds, an unusual spectacle and a part of the culture of the Far East again in front of the Serbian audience. The concept of maestro Kenichi Shimura from Japan - ANIME symphony reunites two distant worlds - the most popular anime movies and games and an opera orchestra. The ensemble, composed of dozens of experienced opera musicians, as well as soloists, will be directed by maestro Kenichi Shimura. The special guest is Japanese diva Sumika Kanazawa, and the program features music from famous anime and games: Sailor Moon, Evangelion, Macross, NieR: Automata, Final Fantasy, Chrono Cross, Persona, Samurai Warriors, Dragon Quest, Chrono Trigger, Kingdom Hearts, Ni no Kuni, Nioh and other popular works of Japanese animation and game industry.

Eros Ramazzotti

21 April - Štark Arena - 21.00

The Italian pop-rock musician, singer and songwriter, Eros Ramazzotti, marked his great return with the new album “BATTITO INFINITO”, and a world tour with the same name, while a grandiose concert in Belgrade will take place on 21 April 2023 in Stark Arena. An amazing adventure, the world tour called “BATTITO INFINITO” started in September 2022 and will continue until May 2023. The international star, Eros Ramazzotti, shared on his Instagram profile videos and parts of the atmosphere from his performances, which are another indication that this kind of spectacle should not be missed, just like the one that awaits us at the Štark Arena.

Steve Vai

27 April - mts Hall - 20.30

One of the greatest rock and roll guitarists in the world, Steve Vai, will hold a concert at the MTS hall in Belgrade. The famous American virtuoso is coming to Serbia as part of the European part of the tour where he is promoting his 10th independent studio album “Inviolate”, released a year ago.

Vai has already done part of a European tour in 2022. He expressed his impressions enthusiastically: “It was wild.” It’s our first tour in six years. I wasn’t quite sure how it would go, but it was great. As soon as I went on stage with the band, ‘the fire was lit’ and I asked myself ‘How could I have missed so much time?’.

Jol Eum Son

2 April - Kolarac Hall - 20.00

The upcoming STEINWAY & SONS CONCERT SEASON will present the Korean pianist Jol Eum Son to the Belgrade audience on 2 April. Pianist star who has already won the hearts of the audience of the Kolarac endowment, will this time present himself to the audience of the Great Hall, with a carefully selected program in honor of Rachmaninoff and marking the 150th anniversary of the birth and 80th anniversary of the death of this famous composer.

Mrs Dalloway

Virginia Woolf

1336 rsd

Mrs Dalloway is a novel that features two main characters and two different worldviews. On the one hand, there is Clarissa Dalloway, who being labelled as Mrs, symbolises her marital and social confinement. On the other, the readers meet Septimus Warren Smith, who is suffering from post-traumatic stress disorder. The lack of conventionally linear narrative and the stream of consciousness embedded in the text represents the author’s take on the complexities of human existence and the ambiguity of reality.

The Great Gatsby

F. Scott Fitzgerald

809 rsd

This classic work encapsulating the decadence and excess of the 1920s Jazz Age follows the unassuming Nick Carraway on his search for the American Dream, which leads him to the doorstep of Jay Gatsby, an enigmatic millionaire known for both his lavish parties and his undying love for Nick’s cousin, the married Daisy Buchanan. With a mixture of envy and dismay, Nick observes Gatsby and his flamboyant life in the Long Island town of West Egg, while Gatsby yearns for Daisy and all that shimmers across the Sound in East Egg.

1984

George Orwell 1174 rsd

Winston Smith works for the Ministry of Truth in London, chief city of Airstrip One. Big Brother stares out from every poster, the Thought Police uncover every act of betrayal. When Winston finds love with Julia, he discovers that life does not have to be dull and deadening, and awakens to new possibilities. Despite the police helicopters that hover and circle overhead, Winston and Julia begin to question the Party; they are drawn towards conspiracy. Yet Big Brother will not tolerate dissenteven in the mind. For those with original thoughts they invented Room 101...

Millennials vs. Boomers

Eric Harvey, Silvana Clark 647 rsd

Set up as two books featuring two perspectives and bound in one interactive lesson, Millennials vs. Boomers promotes positive understanding between generations. Millennials seek to connect with the business leaders who first implemented the practices they are beginning to master. Meanwhile, Boomers want to integrate the perspective, scope, and business practices of the young workforce into what’s already been established.

The Ultimate Art Museum

Ferren Gipson

4414 rsd

This imaginary art museum is an educational and inspiring experience without the constraints of space and time. Discover beautiful reproductions from pre-history to the present, arranged in easy-to-navigate, colour-coded wings, galleries, and rooms, each with an informative narrative guide. Marvel at its remarkable range of styles and mediums - from classic to contemporary, and from paintings and sculptures to photographs and textiles. With a fold-out museum map and floor plans to follow, and interactive cross-referencing activities, this museum-in-a-book spotlights the iconic and important works and movements in art history and provides the perfect introduction to the history of human creativity.

Decoding Talent: How AI and Big Data Can Solve Your Company’s People Puzzle

Eric Sydell

3361 rsd

The typical hiring process is fraught with complexity, inefficiency, and bias and often shuts out the most talented candidates. Decoding Talent: How AI and Big Data Can Solve Your Company’s People Puzzle makes the case for using complex advanced technologies to move past these problems toward effortless optimal candidate decisions. AI experts Eric Sydell, Mike Hudy, and Michael Ashley explain why the traditional resume application is out of date, why hiring is difficult, the cost of bad people decisions, how bias interferes in hiring practices, and how AI can address these problems.

FACES PLACES&

6/3/2023

30th Kopaonik Business Forum Held

The 30th Kopaonik Business Forum, a gathering of economic experts and eminent businessmen with more than 1,500 participants from the country and the world, was held from 5-8 March, with the central theme being the resilience of the economy in uncertain times and key challenges for Serbia and the Western Balkans. Among more than 200 speakers were the Prime Minister of Serbia Ana Brnabić and ministers, the Governor of the National Bank of Serbia Jorgovanka Tabaković, representatives of the Fiscal Council, the World Bank, the International Monetary Fund and other financial institutions, local experts and businessmen, as well as business delegations from Croatia, North Macedonia, Bosnia and Herzegovina, Montenegro, Bulgaria and Hungary.

9/3/2023

U.S. Ambassador Visits Institute For Mother And Child Health Care Of Serbia

“From now on, children suffering from lung diseases will have world-class care in Serbia”, said US Ambassador H.E. Christopher Hill during the ceremonial opening of the Department of Pulmonology of Institute for the Health Care of Mother and Child of Serbia

“Dr. Vukan Čupić”, which was renovated thanks to the funds of the Humanitarian Support Program of the European Command of the United States of America (EUCOM). Ambassador Hill said that the Department of Pulmonology is important for treating children’s lung diseases, which are very dangerous to health, but also deadly, which is why the reconstruction and investment in this department is very important.

10/3/2023

NALED Presented 15th Edition Of The Gray Book

NALED’s annual conference was held, where the 15th edition of the Gray Book, with 100 recommendations to the Government of Serbia for simplifying administrative procedures, was presented. The attendees validated NALED’s decision by ranking eInvoices as the most significant Gray Book while listing the introduction of a special eCarton into the private and public healthcare systems as the biggest missed opportunity. Minister of Finance Siniša Mali is the Reformer of the Year for 2022. NALED’s special award was given to the Minister for introducing eFiscalization and eInvoices. These systemic reforms will improve the transparency of financial transactions and tax collection and contribute to suppressing the shadow economy in Serbia.

15/3/2023

Embassy Of Cyprus Organised Book Promotion

At the Faculty of Organizational Sciences, a presentation of Dr. Nikos Rosides’ book “The Future of Work: Four Megatrends & Their Managerial Implications” was held.

As part of cooperation with the Embassy of the Republic of Cyprus, the Faculty of Organizational Sciences presented the book by Dr. Nikos Rosides (MASMI Research Group & DMR) entitled The New World of Work: Implications on Workforce Engagement. As part of the presentation, the audience was addressed by H.E. Demetrios Theophylactou, Ambassador of Cyprus to Serbia.

FACES PLACES&

16/3/2023

Promotion Of The Collection “Uncovering The Mitrinović Puzzle”

An evening dedicated to Dimitri Mitrinović and the promotion of the compilation “Unveiling the Mitrinović Puzzle” was held in the Madeleine Palace of Arts. Dimitrije Mitrinović is one of the most interesting figures of European culture of the 20th century, originating from the Balkans. This participant in European intellectual currents is shown as one of the most enigmatic and interesting figures of the 20th century, originating from Serbian and Yugoslav cultural circles. Professor Slobodan G. Marković prepared a collection in English entitled “One of the reformers of mankind. Dimitrije Mitrinović between cultural utopianism and social activism”.

21/3/2023

Italy, Serbia: Business And Science Cooperation Forum

“Italy wants to be more present in Serbia and in the Balkans, which has strategic importance,” said Italian Foreign Minister Antonio Tajani at the Forum for Business and Scientific Cooperation opening between Serbia and Italy. The President of Serbia, Aleksandar Vučić, who attended the Forum in the Palace of Serbia, said that the foreign trade exchange between the two countries reached 4.6 billion euros last year, and the largest commercial banks in Serbia are Italian ones. President Vucic assessed that the Western Balkans countries hope for a greater presence of Italy both in the economic and political sense.

22/3/2023

National Day Of Greece

Ambassador of Greece to Serbia H.E. Maria Levanti hosted a reception marking the National Day of Greece. Serbian Officials, members of foreign diplomatic missions, representatives of the Greek business community, educational and cultural entities and Serbian media were present at the reception at the Greek Embassy in Belgrade commemorating the National Day of Greece. In an exclusive interview for CorD, on the occasion of the National Day, Ambassador Levanti expressed that among her first priorities will be the enhancement and enrichment of the already excellent bilateral relations and political cooperation, especially in areas of common interest, such as the economy, energy, connectivity, culture and education.

24/3/2023

Charity Easter Bazaar Held

Following the tradition, Crown Prince Aleksandar and Princess Katarina officially opened the traditional Easter bazaar of handicrafts of refugee women and children with intellectual disabilities today in Belgrade’s Big Fashion shopping centre. The total proceeds from the sale of handicrafts are intended to help these vulnerable groups. The official opening of this event, organised under the auspices of the Princess Katarina Foundation, began with an address by HRH. Crown Prince Alexander. The opening was attended by prof. Dr. Darija Kisić, Minister for Family Care and Demography in the Government of Serbia, Nataša Stanisavljević, Commissioner for Refugees and Migration, Dr. Elma Elfić, Assistant Minister of Education, as well as Her Excellency the Ambassador of the Kingdom of Sweden, H.E. Anika Ben David, with other representatives of the diplomatic corps, the Princess’s sister, Betty Roumeliotis and many others.

FACES PLACES&

22/3/2023

55th International Car Show Held In Belgrade

The International Car Show, 55th in a row, was held in Belgrade and has gathered 250 exhibitors who have presented 33 auto bands and seven brands of light vehicles with more than 40 new models. In addition to cars, the latest accompanying car accessories are also presented at the show and eco-vehicle chargers. Brands have ensured that visitors are informed of all the latest offers. This means that all world manufacturers will present the current offer of new electrical, hybrid and plug-in hybrid models, as well as the latest models with conventional elevations of the last generation.

The High-Tech Sector In Serbia: From Challenges To Opportunities

The information and communications technology (ICT) sector is far and away the most promising sector in the Serbian economy. However, when it comes to the high-tech sector, the list of fields includes an innovation ecosystem that’s growing well, an ever-increasing number of start-ups, digital solutions in the agricultural and food sectors, precision medicine and the BIO4 Campus

The high-tech sector in Serbia is growing at an annual rate of more than 20 per cent, which provides a significant contribution to the country’s economy. It currently accounts for 10 per cent of Serbia’s GDP and is

among the top four export sectors, alongside the steel manufacturing, automobile and agriculture sectors. A total of 3,354 technology companies, employing 47,609 people, were registered in Serbia as of the first quarter of 2022.These companies

deal with the development of software solutions for a range of industries, including agriculture, medicine and testing, as well as cloud and cybersecurity applications, online games and call centre operations employing a workforce with varying levels

of ability. The importance of Serbia’s startup scene is also on the rise, with numerous companies having successfully piloted solutions in a range of industries.

In the face of high demand for competent ICT sector personnel among foreign companies operating in Serbia, as well as large companies and SMEs in the county that are entering into automation and digitalisation processes, but also applying AI in their business processes, the Government of Serbia is taking steps to resolve this issue by creating more places for students at universities offering relevant knowledge, but also by investing in technical infrastructure. The crowning glory of the progress achieved to date is probably the establishing of the Institute for Artificial Intelligence of Serbia. This institute, which trains doctors of science in the field of artificial intelligence, is commemorating just the second anniversary of its work this year, yet it has already been recognised as a centre of excellence in the region. This special edition’s interview with Dr Dubravko Ćulibrk, acting director of the AI Institute, provides insight into

the Institute’s further plans and its role in Serbia’s transition to a knowledge-based economy.

Many of the challenges that remain ahead for Serbia in this transition fall under the jurisdiction of Jelena Begović, Minister of Science, Technological Development and Innovation, who is herself a very talented

vation, digitalisation and education. These challenges include reversing the brain drain that deprives the country of tens of thousands of highly educated young workers each year, fostering innovation, adapting the regulatory framework and improving digital skills.

As the interview with Minister Begović suggests, the Government of Serbia is very well aware of these challenges and working consistently to improve the overall ambience and create an environment that will be conducive to innovation. The government implements various initiatives aimed at retaining and attracting highly qualified workers, such as encouraging the establishment and operations of startups and providing R&D support to the scientific sector.

researcher and former director of the highly regarded Institute of Molecular Genetics and Genetic Engineering, but also other ministries that deal with inno-

It is worth noting that science plays an increasingly important role in this story. It has also received much better funding and support through the work of the government in recent years, but also through various EU initiatives aimed at encouraging top scientific breakthroughs that can be operationalised and commercialised.

Operationalising and commercialising solutions based in science can contribute to changing the structure of the Serbian economy, which is still dominated by traditional sectors. The Biosense Institute, as well as the long-awaited establishing of the BIO4 campus, are just two examples of these endeavours

CONTENTS

06 JELENA BEGOVIĆ MINISTER OF SCIENCE, TECHNOLOGICAL DEVELOPMENT AND INNOVATION GREAT CHANCE TO CHANGE THE WORLD

10 DUBRAVKO ĆULIBRK PH.D. ACTING DIRECTOR OF THE INSTITUTE FOR ARTIFICIAL INTELLIGENCE R&D OF SERBIA FORGING FUTURE AI LEADERS

14 VEDRAN JARIĆ PLANETSOFT OWNER AND FOUNDER PLANETSOFT ON THE ROAD TO SATISFACTION

18 DATA SCIENCE TEAM INSPIRA GRUPA SMART USE OF DATA MOST IMPORTANT FOR USER EXPERIENCE

STEVAN OSTROGONAC PH.D. SENIOR ENGINEER FOR ARTIFICIAL INTELLIGENCEDEVELOPMENT

09 GORAN STOJADINOVIĆ DIRECTOR OF BUSINESS SALES AND ICT SOLUTIONS AND LEADERSHIP TEAM MEMBER AT A1 FOCUSED ON CYBER SECURITY

IMPRESSUM

EDITOR IN CHIEF

Neda Lukić n.lukic@aim.rs

ART DIRECTOR

Branislav Ninković b.ninkovic@aim.rs

PHOTOS

Zoran Petrović

COPY EDITOR Mark Pullen mrpeditorial@mail.com

13 DARKO NAČIĆ DIRECTOR, E-BOX LOGISTIC ONE BILL, ONE MONTH, A PAN-EUROPEAN SERVICE

16 NENAD ALEKSIĆ VMWARE REGIONAL SALES MANAGER FOR SOUTHEAST EUROPE IT INVESTMENTS CONTRIBUTE TO GDP GROWTH

SRĐAN MIJUŠKOVIĆ, SENIOR MANAGER FOR PRODUCT DEVELOPMENT

PROJECT MANAGERS

Biljana Dević

b.devic@aim.rs

Mihailo Čučković

m.cuckovic@aim.rs

Renata Šteković Zagorac

r.zagorac@aim.rs

Bojana Nikolić

b.nikolic@aim.rs

OFFICE MANAGER

Svetlana Petrović

s.petrovic@aim.rs

FINANCE

Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR

Maja Vidaković m.vidakovic@aim.rs

DIRECTOR

Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PUBLISHER

Ivan Novčić i.novcic@aim.rs

PRINTING Rotografika d.o.o. Segedinski put 72, Subotica

HIGH TECH 2023

Published by: alliance international media

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MARIJA

25 JOBERTY OUR STORY

32 FEATURE THE IMPACT OF

HUAWEI AT MWC BARCELONA 2023 FUTURE 5.5G NETWORKS BRING 10 TIMES FASTER INTERNET

DANI RODRIK PROFESSOR OF INTERNATIONAL POLITICAL ECONOMY AT HARVARD KENNEDY SCHOOL, PRESIDENT OF THE INTERNATIONAL ECONOMIC ASSOCIATION/ PROJECT SYNDICATE THE KNOWLEDGE MISMATCH

ROBERT MUGGAH AI AND THE GLOBAL SOUTH

THE FUTURE ARRIVES IN SERBIA

5G TECHNOLOGY ON BUSINESS

ROSANDA MILATOVIĆ SKORIĆ SAS ADRIATIC GENERAL MANAGER LEVERAGING TRUSTWORTHY AI FOR SERBIA’S DIGITAL TRANSFORMATION

LJILJANA AHMETOVIĆ CEO, SHOPPSTER SRBIJA &SLOVENIJA THE BEST IS YET TO COME

STOJANOVIĆ HEAD OF DIGITAL PLATFORMS AT YETTEL DATA AND APP CREATION ARE CRUCIAL TO COMPETITIVENESS

Great Chance To Change The World

I believe that science must experience major change; that the ideas and solutions emerging from science should be materialised as concrete products or services, and should serve to improve the technological development of the country and bring benefits for every individual

Serbian Science, Technological Development and Innovation Minister Jelena Begović took on her ministerial position at a time when science, innovation, the fusing of innovation and business, but also innovation and economic development, are being discussed in Serbia more than ever before. Likewise, a much more robust system for financing science has been established over the last few years, prising open the door to the commercialisation of scientific discoveries.

From your position as minister, how much do you feel that you are able to open the door to this change?

When it comes to science, a major shift has occurred in the way society perceives the role of science, and science itself, over the past few decades. The economic potential of science is finally being noticed, but also its potential to be a resource for solving global challenges.

We all want better healthcare, in order for us to be able to extend people’s longevity and make life better, even in old age. Medicine has turned towards personalised medicine, which takes into consideration an individual’s genetics and specifics in order to be able to provide them with the best possible health service.

Furthermore, the topic of agriculture and food production is gaining a new dimension and importance at this time when major climate change is being discussed. Challenges related to the production of sufficient amounts of good quality food are also seeking answers in science.

Problems in the energy field and in the impact of energy production and transformation on the environment are also being solved through a sustainable approach: it is essential for us to have green energy and a healthier environment, as well as more efficient energy transformation

and production. Science is expected to provide an answer for each of these examples.

New technologies that are emerging, such as artificial intelligence, represent a major change to people’s lives.

It is for these reasons that I’m glad that science has begun to seek its own answers when it comes to solving those problems and thus improving quality of life for all people, but I also believe it must undergo its own change, because new ideas and solutions emerge from science, but they must also be made material in some way, which is why it is vital to have a methodology and a developed system that can help to develop an idea into a tangible product or service, and thereby influence the technological development of countries, of humanity, and thus bring improvements in life.

This is a complex process and, as you can see, our Government decided to form a Ministry responsible not only for science, but also for technological development and innovation, and representing an important segment within its scope is taking care of the startup ecosystem, i.e. companies that have the potential to develop much faster than classic companies thanks to their innovative and bold ideas, but that also require a specific type of support due to the high

CAPACITIES

We have extremely high quality scientists and need to provide them with the best possible ecosystem so that they can give their all

likelihood that they will fail during their first few years of doing business. The state has a very important role to play here, in terms of providing them with support to endure for as long as possible, to access the global market and sell their idea to the whole of humankind.

Both these companies and the state will thus earn, but we are also really changing people’s lives. This is precisely the role of our ministry: to provide support to science, to prioritise scientific excellence, but also to support the development of innovations in scientific and research organisations, i.e., in university colleges and institutes, to support them in developing their own innovations in the technology transfer process, to establish start-up companies, and that’s why the state invests a lot of resources in the construction of science and technology parks, which should be places for concentrating start-up ecosystems and from which they can grow and develop to move beyond science and technology parks and become major companies.

I think that the state, or rather our Ministry, can and should play a key role in this. I personally come from an institute and I dealt with these issues both at the institute and in the broader scientific community, and I think we can do a lot in that area.

If we observe the projects that are being dealt with by the Ministry of Science, Technological Development and Innovation, what does this change mean for you; how is it reflected the most?

COURAGE

When we pluck up the courage to try to explore and implement ideas that don’t seem logical, we will begin achieving great success

Change is multidimensional. I mentioned science and technology parks as places where the start-up ecosystem can develop, and that start-up ecosystem is really becoming a very important factor in the development of the economies of many countries, particularly developed ones. I consider Serbia as having great potential and the ability to make significant progress in this field, and that the start-up ecosystem can become a very important fac-

POTENTIAL

The start-up ecosystem can become a very important factor of exports from our country over the next decade, contributing significantly to developing Serbia’s economy

together all key players in the scientific ecosystem around the areas of biotechnology, bioinformatics, and artificial intelligence, regardless of whether they will be physically located at BIO4 or will be members of the BIO4 campus. We would like to create a network in Serbia and bring together experts around these topics.

We also have great potential in agriculture, physics and chemistry, and new teaching centres

matter of the activities in which scientists engage.

tor of exports from our country over the next decade, but also that it can contribute significantly to developing the economy of the Republic of Serbia.

On the other hand, we should strengthen the position of science and scientific excellence. One of the major projects that I really believe can change the concept of the very existence of science in Serbia is the BIO4 campus. We will open the BioSense Institute in April, as one of the European centres of excellence for nanotechnologies, biosensors and digital agriculture, and this is a big step for science and applied science in Serbia. The BioSense project is really proof that we can do this.

We also have a lot of potential in other areas: the BIO4 campus is one of the state’s priorities, and its task is to bring

should continue springing up in Serbia. I would like to continue with this trend that we’ve started, but I think there’s no turning back once you’ve started. We have extremely high-quality scientists and need to provide them with the best possible ecosystem so that they can give their all.

It is said that science is as important as oxygen. However, looking at the budget that was previously allocated to the Ministry of Science, it couldn’t be said that the state shared this view. Do you now have sufficient funds to get what you want and achieve the goals you’ve set?

The budget for science has increased significantly over the course of the past few years and now amounts to 30 billion dinars. I don’t think it’s just a matter of money, but to an extent also a

The state established the Science Fund of the Republic of Serbia as the main mechanism for financing science in Serbia. We also have the Fund for Innovation, which focuses on the part of the private sector that cooperates with science, so this is also among the mechanisms for financing science, while the state has of course also supported and provided opportunities – via funding from the EU’s Horizon Europe framework programme – for our scientists and the private sector to compete on Europe’s large scientific market, which means entering a very competitive race with the best in Europe and either being part of a consortium based on some exceptional ideas or the lead on those projects and thereby able to attract significant funds, for both research and development.

I don’t think budgets are so small at all any longer and that our science has been given a great chance, and people now have to get accustomed to competitiveness, which is indeed healthy and compels one to change and become better. Based on Horizon Europe’s preliminary results, we have indications that we are improving increasingly and are proving extremely successful in those calls from the European Union, which testifies to the quality of our science, our innovation and our scientists, but also our teams in the country.

During the pandemic, you had an opportunity to apply your knowledge very practi -

The role of our ministry is to provide support to science, to prioritise scientific excellence, but also to support the development of innovations in scientific and research organisations, i.e., in university colleges and institutes, and through the establishing of start-ups

cally in terms of setting up a virus testing laboratory. How significant was this experience for you and – viewed from this perspective – how much did Serbia have to offer the scientific community when it comes to the fight against pandemics, which many are expecting to become an everyday reality?

During the pandemic, the heaviest burden fell on the healthcare community and doctors. When it comes to testing, which was also an important weapon in the fight against the coronavirus, the scientific community proved exceptional. Our scientific workers engaged as volunteers in laboratories where mass testing was conducted, and that was where I felt the great strength that we have in people who worked in and developed laboratories primarily out of the purest empathy and altruism. That was a completely new and different experience for us. They showed how strongly they feel for their own community, society and country, and what they are ready to do in order to contribute and help in the really difficult moments that we faced.

With their work, fantastic expertise and great knowledge, they contributed to making laboratories operational in record time, in order to launch mass testing as quickly as possible, and all with the aim of us, as a country, knowing how many people were infected and with which variant. We certainly expect pandemics to become an everyday reality for us at some point, considering how aggressively humans penetrate nature and that we still have lots of unknowns in nature, and thus a great possibility for new epidemics and pandemics exists.

What is your top ambition when it comes to the BIO4 campus?

My ambition, but also the ambition of the Government of the Republic of Serbia as a whole, is for our country to be recognised for its scientific achievements in the field of biotechnology, and applied biotechnology in various aspects of life and industry, and for people to associate Serbia with the BIO4 campus, as a bio-economic hub, but also a place that produces fantastic ideas that change the world.

The idea is for the campus to be international, because it is only through cooperation and exchanges of experiences and ways of thinking that we can take big strides forward. I think Serbia has potential and deserves to take great strides forward.

We very often speak about how essential it is to connect the economy, the state and science. However, it seems that there are still a lot of unknowns on this road, because our scientific institutions and business have long since functioned in different worlds. In which areas

be found is through cooperation between all scientific fields.

When we pluck up the courage to try to explore and implement ideas that don’t seem logical, we will begin achieving great success. It is easy to define and seek answers to obvious things. However, in areas where there doesn’t seem to be any logic, and which are nevertheless being explored in depth, great strides are being made.

are scientists and businesses most quickly overcoming these barriers and finding ways to work together? Here the indicators are very clear. The IT industry represents the second largest export branch in our country, and that originates from strong colleges that have produced specialists who were ready to establish start-ups and enter the world of industry following graduation, and not to stay in college. Of course, this also carries a certain risk, because it is necessary to retain at colleges and institutions certain high-quality staff from these fields, so that we can further develop science in the area of IT.

We also have exceptional experts in the field of biotechnology – combining IT, AI and the natural sciences, but also social sciences that are increasingly gaining importance. Humankind is moving in a direction that will erase the divisions within science, because the only important thing is to find solutions for certain global problems, and the only way for them to

You’ve traversed all stages: from a young scientist to an experienced doctor of science and a scientific advisor. Is it today easier or tougher for young scientists in Serbia to take this path and become part of the world scientific community? I think the level of difficulty is always the same, and maybe the problems change. I believe the new generations are better able to articulate what the problems are and have the strength to tackle those problems and go public within the scope of their institutions and colleges and find their own place. I think we should give them a chance to do that as early as possible, in order for them to be a driving force that’s used for good. They should be given an environment in which they will have a choice: perhaps they will deal exclusively with science, or perhaps they have an entrepreneurial spirit and want to materialise their idea and test themselves on the market as soon as possible. Perhaps they want to lecture at a university or work at an institute. It is for these reasons that they should be shown that they have choices and shouldn’t abandon their ideas and desires, because you can only give your best if you work on something that you love and that motivates you. Everything else is a waste of time.

My ambition, but also the ambition of the Government of the Republic of Serbia as a whole, is for our country to be recognised for its scientific achievements in the field of biotechnology, for applied biotechnology in various aspects of life and industry, and for people to associate Serbia with the BIO4 campus

DIRECTOR OF BUSINESS SALES AND ICT SOLUTIONS AND LEADERSHIP TEAM MEMBER AT A1

Focused On Cyber Security

ICT has plenty of potential, and the entire A1 Telekom Austria Group has taken the strategic decision to currently focus on cyber security. A portfolio is being developed – primarily internally and in exchanges of experience with the Group and with A1 Digital and local partners – in order to offer users a broad palette of cybersecurity products

We spoke with A1 leadership team member Goran Stojadinović about the expanding of the A1 portfolio from telecommunications to ICT, data storage and preservation, and potential internet threats, but also the need to invest continuously in technical protection measures and the education of employees.

Your transition from a telecommunications company to an ICT company is noticeable. What would you highlight as the key segments of development and in which direction will the company continue developing?

- It was crucial for us to know precisely which direction we want to head in and to be ready to work consistently and in a structured to build a market position, because nothing comes overnight. Although we are currently focused more on cybersecurity, that is only a small segment of ICT. The broader perspective and direction we will move towards is in providing users with full coverage in entering cyberspace with the help of cybersecurity solutions and services, advanced connectivity, data storage and machine to machine communications. As a provider of internet and digital solutions, we have the ability to merge services and offer them all in one place, in accordance with the one-stop-shop principle.

You’ve placed a major focus on cybersecurity solutions and support for business users. How has the market response been and what results give you the greatest sense of pride?

- With a cyberattack occurring every 39 seconds, Serbia tops the world when it comes to the frequency of such attacks, while last year we ranked 13th worldwide when it comes to the number of cyberattacks on management systems and critical infrastructure. Although awareness of internet threats is higher than it

As a provider of internet and digital solutions, we have the ability to merge services and offer them all in one place, in accordance with the one-stop-shop principle

used to be, three quarters of people are still unsure about how to protect themselves. That’s why our approach was to act preventatively, to educate the market and offer adequate solutions. The market is responding very well for now, but there is still plenty of room for improvement. As much as a quarter of our user base uses A1 Net Protect, and just over the course of the last year this addition has stopped more than 165 million attacks. We are also recording the best results at the level of the Group, which is a consequence of the efforts we’ve exerted in continuously raising awareness through various channels. All of this served as inspiration for us to go a step further, and thus our portfolio will soon

include an even more advanced “all in one” solution for protection on the internet.

What should companies pay attention to today to ensure that their digital transformation is safe and secure?

- Digital transformation is like perpetual motion; every business will always aspire to render its operations more efficient and profitable. Data are among the most valuable resources that companies today possess, which is why it is necessary to protect them. This is achieved by developing an underlying cyber protection plan, which includes operational continuity, communications, a recovery plan and an incident response plan. It is important to have active data protection and backup at a daily level, such as, for instance, a Cyber backup solution, and to have employee education, which is often neglected. Security problems are today most commonly linked very closely to fraud activities, so major investments in technical protection measures won’t have their full effect unless employee education is at an appropriate level.

Forging Future AI Leaders

Two years after first launching operations, the Institute for Artificial Intelligence R&D of Serbia has managed to impose itself as a regional centre of excellence in its field of expertise and has a clear plan regarding how it wants to develop and help in the transformation of our economy

Here I’m referring to the broader field of computing-based operations and electrical engineering, which includes areas like robotics, mechatronics and parts of the creative industries. It seems to me that we can also expect these kinds of development tendencies in the field of biotechnology soon.

Where do you see the AI Institute’s place in this process?

Artificial intelligence represents technology that will bring future change to many aspects of life and business. If we succeed in understanding, accepting and applying this technology in the right way, we have a chance to improve the standard of living for every citizen of Serbia, but also of the region and even the world. This is the notion that guides the work of our interlocutor, Dubravko Ćulibrk Ph.D., acting director of the Institute for Artificial Intelligence R&D of Serbia, who has been at the helm of this institute since it was founded. We caught up with him to discuss the Institute’s two years of work to date and its further development.

It seems that there is growing awareness here in Serbia of the need for the domestic economy to be based on knowledge and innovation. How much do you recognise these tendencies in the actual milieu of the economy and in which areas?

The Artificial Intelligence Development Strategy and action plan have proven to represent a realistically envisaged route for Serbia to enter the field of AI applications. Establishing the Institute was the most ambitious element, so its very existence provides proof of how realistic the strategy is

- My entire career has been focused on information and communications technology, and in that part of the economy there is a notable trend of development from services towards business oriented to the development of vendor products and – particularly over the last few years – towards the research, creation and commercialisation of intellectual property.

- We are a research & development institute and one of the basic elements of our vision is to become a mint that forges leaders in the domain of artificial intelligence. In practical terms, this means that we want to produce PhDs who possess research experience and knowledge at a level considered relevant on the global labour market, but also to educate them on how to protect the results of their research, and subsequently how to commercialise those results, through licensing or the creation of start-up companies. In this regard, our institute is – to the best of my knowledge – the only institution of this kind in the region to have an intellectual property protection policy and that maximally favours the people who created that intellectual property, while of course respecting legal limitations. We have implemented this through clear guidelines that regulate the protection of intellectual property at the institute, as well as the conditions under which the Institute supports the forming of new companies on the basis of that property. Moreover, within the scope of the Institute we also have the operational capacity to write patents, which isn’t the norm among our scientific research institutions. In this sense, we plan to lead by example in the process of developing

DUBRAVKO ĆULIBRK Ph.D., ACTING DIRECTOR OF THE INSTITUTE FOR ARTIFICIAL INTELLIGENCE R&D OF SERBIA

ENTREPRENEURSHIP

In the process of developing a knowledgebased economy, we are working actively to build an ecosystem of deep tech entrepreneurship in the domain of AI and its applications

a knowledge-based economy and we are working actively to build an ecosystem of deep tech entrepreneurship in the domain of artificial intelligence and its applications.

To what extent have the Artificial Intelligence Development Strategy and associated action plan proven to represent a realistically envisaged route for Serbia to enter the field of AI applications?

- The Strategy relies on several pillars. I think the strategy and action plan have proven extremely realistic when it comes to education and research. In the case of the latter, I would say that the founding of the Institute was the most ambitious element, thus its very existence provides proof of how realistic the strategy is. It is yet to be unequivocally demonstrated how realistic it is in the field of AI applications in the public sector and the development of an AI-based economy, but my personal opinion is that the effort exerted in this regard should be justified by the end of the period covered by the strategy and action plan.

Two years after the establishment of the Institute, do you think it’s on track to becoming a global centre of excellence?

- I think it is. I never thought that would be easy or that success was guaranteed, but I would say that now, after two years, we already represent a regional centre of excellence. That’s a good result for such a short period. We have established an organisation capable of implementing our vision and have a clear strategy for reaching our goal. Regardless of the fact that we still have a long way to go, when I look at our advisory board, I’m truly amazed at what a global “centre” of excellence it represents. These kinds of people wouldn’t waste their precious time dealing with something that has no prospects of becoming relevant globally.

DEVELOPMENT

In the ICT domain there is a notable trend of business oriented to the development of vendor products and towards researching, creating and commercialising intellectual property

PROGRESS

I think we’re on track to becoming a global centre of excellence. I never thought that would be easy to achieve, but I would say that now, after two years, we already represent a regional centre of excellence

An important aspect of the mission of our institute is to create an environment of worldclass excellence for researchers dealing with artificial intelligence in our country and to support the development of their personal excellence… We have endeavoured to set a regional standard in this regard from the very outset, and it seems to me that we’ve succeeded

To what extent is the thematic division of the work of your research groups determined by global trends in AI applications and to what extent does it depend on the potential needs of the domestic economy? Within the scope of the domestic economy, who are your main interlocutors when it comes to implementing AI-based solutions?

- Our groups are a mix of expertise that we were able to find in our country and our economy’s strategic development priorities.They are thereby fully aligned with global trends, though, of course, we lack the capacity to engage in research related to every global trend. We ended up establishing five groups. Two are focused on core technologies that deal with human-machine interaction and the field of computer vision, while three deal with applications that are attractive globally and locally: in medicine and the life sciences, smart manufacturing and environmental protection and responses to climate change. Many of our partners are the local representative offices of global companies that invest significant resources in the development of new technologies, amongst which is Japanese innovative companyTakeda.When it comes to domestic companies, we have RTS, MTS, Agromarket, JP Službeni glasnik [Official gazette], EPS, JP Pošta Srbije [Post of Serbia] etc.

How are Serbia’s capacities in terms of available personnel and how is interest among students when it comes to this area?

- Serbia has well-educated engineers at the level of bachelor’s and master’s degrees, and there is high interest among students. I think the latest statistic I heard is that we have 49,000 programmers, most of whom have good fundamentals to deal with artificial intelligence. We unfortunately remain significantly behind the global leaders when it comes to the level of doctoral studies and research. One important aspect of the mission of our institute is to create an environment of world-class excellence for researchers dealing with artificial intelligence in our country and to support the development of their personal excellence. Through an innovative structure for connecting our researchers with mentors around the world who have achieved a global level of excellence and introducing world-class criteria for evaluating research output, we have endeavoured to set a regional

standard in this regard from the very outset, and it seems to me that we’ve succeeded.

Resources in Serbia are invested in infrastructure, hardware and software, while these same resources should be utilised by research communities, colleges and start-ups. Is this already happening

and, if so, to what extent – if, for example, we compare Serbia to countries that have achieved an equal level development?

- I am perhaps biased, but I would say that – compared to other countries that have achieved an equal level of development – we are leading the way in this field. The mere fact that hardware intended for the development of AI solutions has been acquired, installed in the State Data Centre and made available to the research community and start-ups free of charge is itself truly exceptional. The software used in this field is itself usually available publicly, so it is access to adequate hardware that represents an elementary problem. This platform has been in use for over a year. There are problems, of course, due to the need to support a large number of users in a secure way, but engaging colleagues from the Office for IT and eGovernment and the wider community in resolving them represents invaluable experience for our community.

When it comes the allocating of funds for development in the field of artificial intelligence, the only exception in the region, which I think should be mentioned, is Bulgaria, where the parliament has allocated 100 million euros for the development of its institute for artificial intelligence at the University of Sofia. We can’t even measure up to that at the moment, and nor can other countries in the neighbourhood.

You have spoken very often to the media about artificial intelligence applications and your website has a large number of written articles about AI applications. Simultaneously, your institute also organises mini-symposia to discuss AI applications in specific fields. What are the main messages that you want to convey through these forms of communication?

- To be honest, this is more a consequence of the interest this topic enjoys among the general public and calls from the media than any desire we have to convey some particular message. We try to respond to such requests as much as possible, because familiarising citizens and businesses with achievements in this area is a basic prerequisite for AI-based solutions to be accepted.

The mere fact that hardware intended for the development of AI solutions has been acquired, installed in the State Data Centre and made available to the research community and startups free of charge is itself truly exceptional

One bill, One Month, A Pan-European Service

With its advanced software and hardware solutions, e-Box Logistic solves the problems of transport companies, contributing to cost reduction, flexibility, scalability, optimised business and simplified procedures

We offer our clients a unique payment system for road tolls in Serbia and the EU, GPS vehicle tracking and VAT refund for transport services. All of our services are paid monthly with one invoice, and with no bank guarantees ~ says Darko Načić, who explains the importance of these services in transport logistics.

In a relatively short time, e-Box Logistic has established itself as a reliable partner for transport companies? What else can be said about you?

- We started work at the end of 2018, and our first project was the payment of tolls in the POST-PAID regime in Serbia. Our first contracts were with major transport companies, and then 2020 arrived, a year of great challenges. Against all the odds, we launched a toll payment project in Western Europe with just one e-Box device.

The essence of our business is solving the problems of transport companies by providing them with advanced software and hardware solutions. We offer them unified services: a single toll payment in Serbia, Croatia, the EU, GPS vehicle tracking and VAT refund for transport services.

Your goal is to cover the whole of Europe with its 200,000 kilometres of roads, bridges and tunnels with just one onboard unit and your EETS platform?

- We have already launched our European Electronic Toll Collection System, our EETS service for Belgium, Germany, France, Spain, Portugal, Austria, Bulgaria, Hungary, Italy, Switzerland, Poland, Denmark and Sweden. The EETS aims to create a single and com-

prehensive OBU device for all EU member states, which would allow transport companies to pay tolls across the EU with only one subscription, one service provider and one device in the vehicle.

And will LogiMaps GPS be part of your offer?

- We acquired LogiMaps GPS along with its software for satellite vehicle tracking. It was created to satisfy its clients’ needs, since the real-time tracking of vehicles and goods abroad is the basis for well-organised logistics. This software provides precise information about the location of goods, allows real-time tracking of transport, driving style, vehicle and driver statistics...

In the second quarter of 2022, you launched a VAT refund service. How important is this for the transport business?

- Thanks to us, companies from Serbia and North Macedonia will no longer be exposed to complicated procedures when submitting doc-

uments for VAT refund from abroad, because we solve the bureaucratic problems in a quick and simple way at our offices in Belgrade and Skopje. Through us, companies can reclaim VAT related to transport (fuel, tolls and passenger transport), international fairs and hotels. We are the only company in Serbia that can issue a VAT refund within 15 days of receiving the documentation, minus our commission.

In general, e-Box Logistic makes the administration of transport a lot easier and is an irreplaceable partner for all those who want to improve their business and increase efficiency. We offer five services in one place and with one invoice per month for all our client’s vehicles. Our advanced software and hardware solutions, with the fastest VAT returns and outstanding customer support enable transport companies to achieve their goals and successfully position themselves in the market.

You can read more on our website: https://e boxlogistic.net

Planetsoft On The Road To Satisfaction

Planetsoft is this year commemorating its tenth birthday, having recorded increasingly better results and realised the goals it has set for itself during each of those ten years. This company’s recipe for success is top-notch management, a high-quality team, satisfied employees and maximum dedication to every client

With the establishing of Planetsoft GMBH Vienna, we have shown that we are ready to compete at the highest level, and to play in the big leagues you must have a good team, and we have built just such a team over the last 10 years, explains Planetsoft Owner and Founder Vedran Jarić, speaking in this CorD interview.

“Thanks to our high-quality and experienced personnel, we offer the EU market high-quality responses to requests,” he emphasises.

You are this year celebrating your 10th birthday as one of the region’s leading IT companies. How has your ten-year journey been and what is your recipe for success?

- That’s right, in December this year it will be 10 years since the founding of Planetsoft. We have strived from the very first day to grow gradually and organically, in terms of expanding the capacities of our teams, implementing our products, applying top vendor solutions and cooperating with satisfied clients. Many factors influence the achieving of market success, but what I can say with certainty is that it is maximum dedication and focusing on what you are good at, and a preference to be the best. Luck also represents an important success factor, and we’ve really had that throughout all these years.

What does your range of software solutions and applications encompass and in which areas are they applied?

- The range of software solutions that we’ve developed encompasses all spheres of the

Our solutions are applicable among clients from energy transmission and distribution companies, companies that deal with the planning and production of energy from renewable sources, telecommunications operators and regulators, utility companies and enterprises that handle the management of forests, traffic and transport infrastructure

use of geographic information systems, as well as intelligent traffic management systems and the optimising of the work

of teams on the ground. Our solutions are applicable among clients from energy transmission and distribution companies, companies that deal with the planning and production of energy from renewable sources, telecommunications operators and regulators, utility companies and enterprises that handle the management of forests, traffic and transport infrastructure.

You’ve remained focused on improving the operations of your clients from day one. And your professional approach, educated personnel and partnerships with leading global companies are all crucial to that. Which companies do you cooperate with and do you plan to establish new partnerships?

- We’ve developed two of our own solutions that we’ve offered to the market, and those are ITS and GIS. We are planning to this year develop and offer a new product that will be flexible and applicable to clients that are energy transmission and distribution companies, telecommunications operators and similar. Among our global partners, we are a partner of SAP [German multinational software company]. We implement and maintain it in large and important systems. We are also partners of Salesforce and Therefore - Canon. We recently became a partner of American company Aviat, where we recognised our shared potential to jointly offer clients the best services and solutions.

Planetsoft began its life in Banja Luka, but how far has it gone to date? Do you

VEDRAN JARIĆ, PLANETSOFT OWNER AND FOUNDER

plan to open new branches and expand to new markets and, if so, where?

- Planetsoft was founded in Banja Luka and quickly expanded to Belgrade. In October last year we founded Planetsoft GMBH Vienna and we are actually right now in the phase of signing a first significant contract with PSGMBH. We are also present in both Montenegro and Bulgaria. In the period ahead, we see potential in Switzerland, Poland and Czechia, but, as we’ve done so far, step by step.

Do you still believe that a group is only as big as the energy of its people?

- Absolutely! Every serious group and firm is composed of people, of their ideas, visions and abilities.

It is up to the management to introduce energy and real enthusiasm to a company, in order for employees to come to work satisfied, to convert ideas into reality, and to return home infused with positive energy. I am very satisfied with the management of Planetsoft and proud of each of them. A high-quality team and satisfied employees are the bedrock of healthy progress.

You stated recently that penetrating more competitive markets, such as the one offered by the EU, is crucial for you. Is Planetsoft Group ready to compete and what would you single out as your comparative advantages over the competition?

- With the establishing of Planetsoft GMBH Vienna, we have shown that we are ready to compete at the highest level, and to play in the big leagues you must have a good team, and we have built just such a team over the last 10 years. Appearing on the EU market offers significant potential to grow and learn. That which we can offer in the EU is certainly better prices for the client, greater flexibility, dedication to the project at hand and competitive quality. Thanks to our high-quality and experienced personnel, we offer the EU market high-quality responses to requests.

You begin every year with a plan to be better than you were in the previous year, and in this sense we believe that 2023 is no exception. Are you satisfied with last year’s results and that your

At year’s end 2022, we had recorded growth of 25% compared to the previous year. We achieved revenue of 18.5 million euros and EBIDTA of around 4.5 million euros. We are continuing the trend of growth and satisfaction at Planetsoft

expectations will be met with regard to further success in this and future years, despite potential challenges?

- How can you advance if you won’t set

higher goals every day?! The priority for 2023 is to penetrate a new market and gain new clients. I believe this year will be quite a challenging one for everyone, because - as we can see - the world is experiencing a crisis, and that certainly won’t bypass the IT market. However, I repeat, it is necessary to maintain a focus on that which you’re really good at.

We are satisfied with last year’s results of Planetsoft Group. At year’s end 2022, we had recorded growth of 25% compared to the previous year. We achieved revenue of 18.5 million euros and EBIDTA of around 4.5 million euros. We are continuing the trend of growth and satisfaction at Planetsoft.

BUSINESS OFFICE, VIENNA

TEAM BUILDING, KOPAONIK

IT Investments Contribute To GDP Growth

VMware has come a long way over the 11 years that it has been present in Serbia, from a pioneer in the field of server virtualization to a leading company in multi-cloud field. In the Adriatic region today, Vmware has over 1,200 users, around 160 business partners and 30 cloud providers that offer their services on VMware technologies

The benefits of technology aren’t only enjoyed by companies today, as they apply to all areas of society. Countries that provide good e-services are considered better places to live, with knowledge now more accessible than ever before and hybrid workplace models serving to significantly improve employees’ work-life balance and increase their chances of gaining better and higher paying jobs.

How did the growth of your team and portfolio look?

- When VMware first opened its office in Belgrade 11 years ago, I was the first and only employee. VMware was then already offering the latest technological solutions at the global level, but the level of technology uptake in Serbia was far behind that which was considered standard around the world. The team has expanded continuously throughout the years and I can today state with pride that VMware has a local Serbian team of top specialists, who – with their knowhow and expertise – have provided a huge contribution to positioning our country on the technological map of the world in the area of digital transformation. With the strong support of our partners, we have spent over a decade helping Serbian companies and public institutions to achieve parity with the region and to advance continuously. That’s something I’m extremely proud of, both personally and professionally.

VMware has a local Serbian team of top specialists who’ve provided a huge contribution to positioning our country on the technological map of the world

Something that seemed unimaginable eleven years ago is today being massively implemented in business. Are you satisfied with the speed at which digitalisation is developing and modern technologies are being applied in Serbia and around the region?

- We viewed the initial gap between the level of technological development in Serbia and the world as an opportunity for domestic companies and institutions. Those that recognised the importance of technological innovations at the time were able, with our technology and partner support, to leapfrog a few steps on their path to digitalisation, gain a strong competitive advantage and develop themselves into regional leaders.

Our users come from the financial and public sectors, industry and fintech. They use VMware technologies as the basis to build, operate and advance their operations,

as our solutions provide the flexibility and agility that’s essential to ensure they always keep pace with innovations and can offer their users the highest quality services. And perhaps the best testimony to the results of the digitalisation process are provided by the fact that the ICT sector today represents Serbia’s largest net export sector.

You are involved directly in numerous initiatives and technological development projects across the markets of Southeast Europe. Is that evidence that technology is today included in all business processes?

- Technology has gained precedence in such a way that today no business can be competitive globally, or even regionally, without digitalisation. The economic benefits of utilising technology to innovate and speed up business processes are irrefutable. According to our research, 97% of surveyed cloud-smart organisations say that their revenue growth has been improved by a multi-cloud approach. Moreover, the benefits of technology aren’t only enjoyed by companies, but rather apply to all spheres of society - countries that provide good e-services are considered better places to live, with knowledge now more accessible than ever before, while hybrid workplace models – also made possible thanks to modern technology - serve to significantly improve employees’ work-life balance and increase their chances of gaining better and higher paying jobs, because now, for example, you can very easily work for an employer located anywhere in the world from your home in Serbia.

Could it be said that VMware has provided a twofold contribution to Serbia’s development, give that you accelerate the development of the IT market on the one hand, while on the other you encourage the development of local IT companies that deal with the implementation of your solutions?

- We are proud of our contribution to developing Serbia’s IT market, as well as the fact that – via our developed partnership ecosystem and various initiatives and activities – we set development and advancement trends through technology in all branches of the economy and the public sector. Local companies recognise the benefits and want to implement the latest solutions, and we see the best proof of this at our annual VMware regional

events, which bring together representatives of our partner companies and users from all industry verticals. The next such event will take place this May in Šibenik, and we look forward to the opportunity to present new trends and excellent regional examples of the implementation of VMware technologies to experts and the general public, but also the business successes and contributions to the regional economy that have been created on the basis of our solutions.

merous services for citizens and institutions. As one of the Office’s strategic partners, VMware secured technology that enabled the fast and safe consolidation of various clouds that are used for the needs of the state administration. Given the fact that, at the time the partnership was formed, the Office had inherited systems that it wanted to harmonise in order to be able to provide the administration and citizens with the best possible services, while simultaneously ensuring the complete security of data and processes, VMware was – as a neutral vendor – in a position to provide technology that allows the user to make decisions in accordance with the applications they use and their business processes, while maintaining clear and meaningful control over their cloud environment.

Such an approach of the Office for e-Government has brought multiple benefits to the state and citizens. State bodies can now exchange data quickly, easily and securely, while citizens have numerous modern e-services at their disposal. We also have exceptional cooperation with the State Data Centre in Kragujevac, which was built in accordance with the highest technical and security standards, and which aspires to provide services not only in Serbia, but also across the region, as well as to develop into an innovation district.

Do you plan to expand your portfolio and conquer new markets?

VMware is also one of the strategic partners of the Serbian Government’s Office for IT and e-Government. What has your company been brought by that cooperation, and what did it bring to the Office, i.e., to the state?

- Since it was founded just less than six years ago, the efforts of the people staffing the Office have drastically improved the picture of the digital Serbia – from construction from scratch of the infrastructure required for e-government, to the development of nu-

- VMware’s plan and mission for the Adriatic region, but also the rest of the world, is to provide support on the road to digital transformation, provide education on the possibilities provided by technology, and provide cutting-edge solutions and resources. We live in such a time that there is no difference between our region and the rest of the world, because everyone can use the same top technologies to build and develop their ideas and business plans. Of course, some things happen sooner and some only come later, because investments in IT are nonetheless linked indirectly to the GDP of each country, but I’m pleased to say that the region has embarked on the journey to digital transformation in a big way, and the countries of this region are even leaders when it comes to the use of certain technologies, which serves as an example to other EMEA countries.

We are proud of our contribution to developing Serbia’s IT market and the fact that we set development and advancement trends through technology in all branches of the economy and the public sector

Smart Use Of Data Most Important For User Experience

Inspira Grupa is a pioneer in the field of internet-based business operations in Serbia and is among the rare domestic companies that are successfully developing their own digital products in as many as six areas: employment, the automotive sector, real estate, insurance and sales of tyres and auto parts. All businesses involved have their own development sectors, but also one common element in the form of a centralised data science team consisting of six employees. They are tasked with working together with businesses to develop products for each site, based on the intelligent use of data. Here CorD Magazine discusses the work of the team and the latest major project it created with P hD Stevan Ostrogonac, senior engineer for artificial intelligence, and Srđan Mijušković, senior manager for product development.

What’s the latest project to emerge from the work of the Data Science team?

Stevan: Over the course of the past two years, working with the support of the Innovation Fund, Inspira Grupa has developed a system for recommending content (the so-called Rekomender), within the scope of the Innovation Co-financing Programme.

The project itself was implemented within Inspira Grupa’s central Data Science team, with the great assistance of our businesses’ development and IT teams. The system has already sprouted in the businesses of Poslovi Infostud, HelloWorld and 4Zida. The Rekomender serves close to two million users, who receive personalised content selected from among tens of thousands of adverts.

In order to generate recommendations, the system utilises user activity data and content data, as well as textual descriptions of content. The concept solution received 1st prize in the Path of Nikola Tesla Award competition of the Union of Engineers and Technicians of Serbia, while it is currently in the patent process.

What is meant by content personalisation, specifically for users on sites within the group?

Stevan: The architecture of the system that we’ve developed encompasses various needs of individual businesses. As such, for example, the Poslovi Infostud site gains the greatest advantage from so-called collaborative filtering, which enables the user to find a job that they are qualified for despite that job being formally classified in a category that isn’t in the interest of that user. For instance, a GP may receive a recommendation for a job as a professor of medicine, despite that job being categorised under “education” and not “medicine”.

Textual description-based recommendations are particularly important for the site 4zida.rs, as the system extracts relevant information pertaining to real estate properties from texts and integrates that information into the process of generating recommendations.

How do you gauge the success of a product that functions on the basis of smart data management?

Srđan: In our approach to measuring the success of a product, we focus on key performance indicators like data management system efficiency, user experience, number of users, time spent using the product and returning customer rate. In cooperation with our businesses, we use a variety of methods

to gauge success, including collecting user feedback, analysing data on product usage, conducting market research and analysing competitors.

Specifically, at Poslovi Infostud the greatest importance is attached to the number of views of adverts, as well as the number of job applications generated accordingly. A comparative test conducted on this site showed that the number of views was 30% higher, and the number of applications 35% higher, for recommendations provided by the Rekomender compared to recommendations provided by the most similar adverts.

With more than 20 years of experience, previously as Infostud and now as Inspira Grupa, you are recognised among the public as a company that knows how to work with data. What are your plans with particular regard to the application of AI and similar systems?

Srđan: Alongside the Rekomender, our focus is also directed towards innovating and creating new products based on machine learning. By carefully monitoring the needs of our users and industry trends, our aim is to continue pushing the boundaries and offering solutions that are always aligned with the latest technologies. In the period ahead, we will test new functionalities for the needs of the Poslovi Infostud website and we hope to present them to our users soon.

Stevan Ostrogonac Ph.D., senior engineer for artificial intelligence

Srđan Mijušković, senior manager for product development

Future 5.5G Networks Bring 10 Times Faster Internet

By year’s end 2022, the 5G network was being used by more than a billion people worldwide. Although the transition from 4G to 5G technology is still unfolding in many countries, the mobile industry is already well underway in preparing for 5.5G, which will be up to 10 times faster, with up to 10 times the range of connections and tenfold greater sustainable in terms of CO2 emissions

the best user experience, while they will be the first to receive an opportunity to advance their solutions with new ones.

GUIDE TO THE INTELLIGENT WORLD

ard Liu, president of the Huawei Cloud Core Network Product Line.

performance compared to 5G, specifically:

Huawei has been working since July 2022 on the planning and implementing of 5.5G networks, which represent an intermediate step to 6G and which had their most important solutions showcased in Barcelona recently, during Mobile World Congress (MWC) 2023, the world’s largest mobile communications trade fair.

By examining a cross-section of the state of 5G availability globally, research conducted by company Ookla [For the Q3-Q4 2022 period in the world’s 40 most developed cities with 5G networks] reveals that Huawei has played a vital role in building 5G networks in the world’s Top 10 most important cities. The networks constructed by this Chinese company in these cities were rated as the networks with

During MWC 2023, Huawei held meetings with the biggest operators, industry partners and key leaders from around the world to discuss the GUIDE to the Intelligent World initiative. This crucial topic will serve to lay the foundations for 5.5G networks and upgrade the existing 5G ecosystem.

It is interesting to note that 5.5G has its own five most important advantages, such as: 10 Gbps standard, full interconnection, integrated communication and detection, L4 networks for autonomous vehicles and green ICT.

Next-generation networks will bring more value to everyone and enable the creation of a truly open digital economy, explained Rich-

“Consistent and significant investments in ICT infrastructure stimulate growth within the digital economy. Indeed, a third-party report reveals that as new networks pass from one generation to the next, this is reflected in a 15% amplification in the digital economy. With a look to the future, therefore, the ‘GUIDE’ initiative, which combines 5G and 5.5G, can clearly illustrate both the direction that ICT progress will take and the value associated with it. Together with customers and partners, Huawei will continue to innovate, bringing intelligent connectivity everywhere and redefining computing,” said Liu.

5.5G WILL BE 10 TIMES BETTER THAN 5G NETWORKS

Technological innovations in the era of 5.5G networks will provide operators, users and businesses with a tenfold increase in network

- 10 times faster: users of mobile and home broadband services will enjoy increased speeds from one Gbit/s to 10 Gbit/s;

- 10 times more simultaneous connections : passive IoT technology (Internet of Things) enables an increase in the number of connected things from 10 billion to 100 billion;

- 10 times more deterministic: there will be a tenfold improvement in latency, positioning accuracy and network reliability

- 10 times higher energy efficiency : CO 2 emissions per terabyte of data transferred on a mobile network will be reduced by as much as 10 times

- 10 times more intelligent: Autonomous Driving Networks (ADN) will be upgraded from level 3 to level 4 autonomy, with 10 times more efficient network O&M.

People will use the new networks to access the Metaverse and other virtual systems, while some things that will become everyday norms include 3D online shopping centres, 24K VR gaming, watching videos in a 3D environment free of the need for special glasses, while a common feature of all of them will be the ability for us all to “immerse” ourselves in the digital world like never before, according to all standards of new digital infrastructure.

Richard Liu, President of Huawei

DANI RODRIK, PROFESSOR OF INTERNATIONAL POLITICAL ECONOMY AT HARVARD KENNEDY SCHOOL, PRESIDENT OF THE INTERNATIONAL ECONOMIC ASSOCIATION/PROJECT SYNDICATE

The Knowledge Mismatch

While economists and policymakers have long appreciated the economic significance of knowledge, they have paid insufficient attention to the conditions that make knowledge useful. Technologies, traditions, and ideas that work well in one setting may not when they are adopted elsewhere or maintained after conditions change

Knowledge holds the key to economic prosperity. Technology, innovation, and know-how all come from learning new ways to produce the goods and services that enrich us. Knowledge is also the archetypal “public good”: new ideas can benefit everyone; and unless governments or monopolies restrict their dissemination, usage does not diminish availability. This is especially important for poor countries, because it means that they do not have to reinvent the wheel. They can simply adopt technologies and methods created by richer countries

to drive their own economic development.

While economists and policymakers have long appreciated the economic significance of knowledge, they have not paid sufficient attention to the conditions that make it useful. Context matters: any mismatch between the conditions under which ideas are generated and the specificities of the environment where they are applied can significantly reduce the value of acquiring knowledge.

For example, corn is grown all over the world, but it is subject to different environmental threats, depending on the

local ecology. Research and development efforts have naturally focused on developing resistance to pests that are most common in North America and Europe. As a result, thousands of biotech patents are geared toward the European corn worm, but only five unique patents are for innovations protecting against the maize stalk borer, which predominantly affects Sub-Saharan Africa.

Having studied these and many other examples, economists Jacob Moscona and Karthik Sastry of Harvard University argue that the inappropriateness of technologies

developed in advanced economies can pose a significant obstacle to agricultural-productivity growth in low-income areas. According to their analysis, the technology mismatch in crop-specific pests and pathogens alone can account for 15% of the global disparity in agricultural productivity.

In a recent panel discussion organised by the International Economic Association, Moscona and other experts provided a wide range of illustrations of inappropriate technologies at work. Mireille Kamariza, a bioengineer at UCLA, described how the development of diagnostic technologies for tuberculosis and other infectious diseases that chiefly affect low-income countries has lagged far behind diagnostic technologies for rich-country diseases.

When COVID-19 hit rich countries, hundreds of diagnostic tests became available within months. By contrast, it took more than a century to achieve comparable progress with respect to tuberculosis. Moreover, advanced tuberculosis-diagnostics techniques still rely on trained technicians and a steady supply of electricity, which may not be available in low-income settings.

Mismatch can also occur within countries when technologies tailored to the interests of certain groups are deployed more widely. Automation and digital technologies, for example, can be inappropriate if they produce undesirable effects for many workers. As Anton Korinek of the University of Virginia notes, all innovations are double-edged: they can enhance productivity in the aggregate, but they can also generate sharp redistributive effects favoring capital owners over workers. And when the overall productivity gains are not very large, they can easily be outweighed (from a societal perspective) by the negative redistributive effects – a phenomenon that economists Daron Acemoglu and Pascual Restrepo call “so-so” innovation.

Robots provide the clearest example of this adverse shift against workers, and artificial intelligence is expanding the range of domains where distributional conflicts can become significant. As Korinek points out, chatbot software that replaces human workers enhances the

returns to AI engineers and firm owners, while displacing workers with less than a college education. The impact is magnified in developing countries where low-cost labor is the sole source of comparative advantage.

Moreover, knowledge is embedded not only in seeds or software but also in cultural norms. At the same IEA panel, economist Nathan Nunn talked about a different, temporal kind of mismatch where knowledge and practices that were appropriate for a society at one time can later become dysfunctional. Cultural traditions pass on useful knowledge to future generations. Religious rituals, for example, can help to coordinate crop planting, and

particular cooking techniques imparted by a family’s elders can protect against dietary toxins. But since cultural norms evolve slowly, rapid changes in society can produce an “evolutionary mismatch.”

Drawing on his work with Leonard Wantchekon, Nunn gives the example of Africa’s traumatic experience with transcontinental slavery. Communities in Africa that had the most extensive contact with slave traders developed a deep mistrust of outsiders, leaving them with a cultural inclination that is counterproductive for developing a flourishing market economy in today’s world. Similarly, Americans’ aversion to redistribution appears to reflect the country’s high degree of economic mobility in the past, rather than current realities.

Whether they take the form of inappropriate technologies or cultural practices, such mismatches need to be addressed if knowledge is going to benefit a society. One strategy is consciousness raising. That is how the environmentalist movement helped steer consumer demand away from fossil fuels and mobilise support for the development of renewables. A similar “technology for workers” movement could redirect innovation in a more labor-friendly direction. Enhancing the voice of relevant stakeholders – such as workers or poor countries – in decisions about innovation and technology would guard against the adoption of inappropriate technologies.

Public policies are also critical. The Green Revolution in the twentieth century was motivated by the explicit recognition that enhancing agricultural productivity in low-income countries would require developing high-yield seed varieties suited to tropical environments. Though we lack a similar multilateral effort to close global technology gaps today, Moscona points to several middle-income countries (India, Brazil, South Africa) that have the capacity to develop technologies more appropriate to developing economies.

But even in those countries, innovation tends to follow the norms and preferences of Silicon Valley, rather than local needs. Policymakers and innovators alike would do well to remember that it is not knowledge, but rather useful knowledge, that empowers us.

While economists and policymakers have long appreciated the economic significance of knowledge, they have not paid sufficient attention to the conditions that make it useful. Context matters: any mismatch between the conditions under which ideas are generated and the specificities of the environment where they are applied can significantly reduce the value of acquiring knowledge

The Best Is Yet To Come

As part of United Group, Southeast Europe's leading telecommunications and media company, Shoppster strives to bring change, to innovate and invest constantly, in order to ensure customers always receive more and better

In just three years, Shoppster has become the first Serbian “Amazon”, a place to buy everything from A to Z - says Ljiljana Ahmetović, before revealing how this platform, together with its users of all ages, have shifted shopping habits in Serbia.

Your aim was to make Shoppster a platform that brings together global brands and offers a wide range of products, as a “one stop shop”. Have you achieved all of that? When we presented the first and largest integrated online and TV platform to consumers in Serbia, we knew that we were doing the right thing and believed in its success. Three years later, it has been confirmed that we are innovative and unique; that we were the first to bring to Serbia the highest quality armchair shopping experience, with just one click, and that we have become a reliable partner to both consumers and suppliers, such that today Shoppster represents a place of safe and secure shopping. And here I’m also referring to the habit of shopping online that we all acquired during the pandemic, the introduction of the first parcel lockers, and the option of paying our couriers by card. We have become synonymous with a top offer adapted to users and we also keep pace with the trend of retail personalisation, while our enduring cooperation with numerous suppliers has provided us with a price advantage in many categories. Our focus from day one has been on ensuring we have satisfied users, and I’m proud of the fact that we grow with that vision every day.

Do you think you have earned the full trust of both consumers and suppliers?

That isn’t easy to achieve today, given that everyone has such high expectations. The numbers are rising constantly. We started with 20 categories, or with several thousand

groups of non-food products, while we’ve since enriched the range in all categories and expanded the offer to also include a packaged foods segment. We have been working the whole time to educate the market, particularly our suppliers. We have attracted a large number of domestic suppliers, while we secure part of our supply through imports.

We today have 180,000 products and more than 3,500 brands in 25 different product categories. What also differentiates us from the competition is our Shoppster TV channel, where you can familiarise yourself with selected products in detail at any time, while for suppliers this means that their products can be seen by more than two million viewers at any given moment.

Does the fact that around four million Serbian consumers already shop online indicate the great potential for e-commerce to develop further?

Our team, which brings experience from Amazon, Allegra and other similar companies, worked diligently for two years to prepare the project prior to launch, and has since spent the three years after the launch working around the clock to educate consumers and build awareness of all the possibilities and benefits of online shopping, including specific Shoppster benefits for customers.

We are also innovative in our communication with consumers, through all channels at our disposal. The detailed regulating of e-commerce is an excellent way to counter the grey economy and protect customers, but also to support small businesses and entrepreneurship, and to create new jobs.

Are you satisfied with the impact you’ve had on the business environment in Serbia? When it comes to the transformation of the market, we are just part of a big wave. It is actually the rapid development of the internet over the past 20 years that has enabled the kind of e-commerce services that we have today, but I believe it’s crucial to realise the right ideas in the right way. I’m satisfied with our progressive growth over the previous three years, and that motivates us to work even harder and better. The best is yet to come.

LJILJANA AHMETOVIĆ, CEO, SHOPPSTER SRBIJA & SLOVENIJA

We today have 180,000 products and more than 3,500 brands in 25 different product categories

Data And App Creation Are Crucial To Competitiveness

Data are among the most valuable assets for businesses in today's world. This is particularly relevant when it comes to the development of apps, in which data play a crucial role in creating a successful app that meets the needs of its intended users

We spoke with Marija Stojanović, Head of Digital Platforms at Yettel, about ways to create apps that deliver a superior user experience and drive business growth.

What have you been creating lately in the ecosystem of your digital services?

- We have prepared the Yettel Shopping platform – not just for Yettel customers, but for all those seeking the best offers and great discounts when shopping online. Customers can access our platform in two ways: via the Yettel App or by finding it on the web via shopping.yettel.rs. Customer can then check out available discounts and after simple registration download coupons that interest them. Unlimited number of coupons can be downloaded, saved and used during the period of coupon validity. The coupons can be shared via social media, so if a user doesn’t want to use a certain coupon, they can give it away to friends or family.

What distinguishes your platform from others?

- The data we have about customers allows us to offer them personalised benefits in line with their interests. We have the tools that allow us to segment customer base and then, for example, give the younger female population in a specific location a certain type of offer, while giving someone else something completely different. Companies we partner with can choose whether to go for the whole population or to approach a small market segment from our customer base. The user experience is extremely important to us at Yettel, which is why our experts negotiate with partners the best discounts for app users. In a nutshell, our platform is based on

an idea of quick and easy access to desired products and services at affordable prices supported by discounts Yettel negotiates for the customers. That’s why the name is simply: Yettel shopping.

How did you come up with this kind of idea? Did you have some previous knowledge or data?

- The platform was created after the great success of Yettel Friday, innovative digital scratch card. Yettel Friday, has been used by more than 600,000 users on a weekly basis for three years now. Alongside telco prizes customers get every Friday, we partnered with several partners from different industries to enrich pool of prizes. We saw substantial customer engagement on the app, thus it was time to scale the innovation. Yettel Friday was born from an internal hackathon, a popular initiative in the IT industry that brings together

developers from marketing. They are given a task they have to resolve within 24 hours. That’s how our team of three colleagues designed a scratcher and we decided to launch it.

What are your future plans?

- Yettel shopping is currently used by about half a million users. So far, we partnered with nearly 400 companies, half of them being active continuously, and with ads in over 10 different categories. We cooperate with big companies, but also provide an online solution for advertising and increasing sales to small businesses. Our intention is to provide small companies with a comprehensive online business solution based on our knowhow and available data. I believe that data and app creation are crucial for remaining competitive in today’s digital economy, as is creating apps that make a meaningful impact on people’s lives.

Leveraging Trustworthy AI For Serbia’s Digital Transformation

SAS is the founder and future of analytics and a world champion for Responsible AI and Data Ethics. In the 16 years of its presence in Serbia, SAS enables data-driven digital transformation for public agencies and business organisations, while actively promoting digital literacy as an integral part of human-centered innovation

Here SAS Adriatic General Manager Mrs Milatović Skorić explains for CorD Magazine how to scale human observation and decision-making, and how to leverage automation to enable the kind of real-time decision making that’s essential in the digitalised modern world.

In which industries and areas of life do you have the strongest presence? Where is it easiest to see your contribution?

- Since it was founded in 1976, the mission of SAS has been to help governments and businesses make timely and informed data-based decisions. The need for the optimisation of decision-making processes is recognised in many areas of the Serbian Economy – in financial services, telecommunications, retail & supply chain management and energy, but also in public agencies.

Promoting intelligent decision-making is more important today than ever before, as we are now creating data that is outpacing human capacities. This is where Artificial Intelligence becomes an integral part of the future of our businesses and our communities, for data preparation, automating modelling processes and routine tasks, for models to cope with the increased volume of small-scale decisions that are necessary due to customers’ expectations for real-time transactions and personalised offerings.

Research shows that only 35 per cent of companies apply analytical models fully in their operations. Why is this percentage so small?

- If we measure AI’s current effectiveness in terms of accurate and scaled decision-making, then I’m afraid the research you cite is correct: more than half of the models developed never

make it to production; and 90% of those that do take more than three months to deploy, while 40% take more than seven months.

The cloud is the missing link in the AI value chain for organisations, for scaling decision-making and human observation. However, in order for the cloud to fulfil its potential, organisations need to think outside the box of the “cost reduction” imperative that often accompanies decisions regarding cloud-based operations and begin considering ways that cloud-based analytics can

provide them with a competitive advantage, in terms of agility and resilience.

At the same time, it is important for organisations to adopt technological solutions that support innovation ecosystems across cloud providers, data formats, and even full open-source integration.

How important is it to know how to collect, interpret, understand and utilise data?

- Data literacy is a fundamental concept for companies and communities to pursue human-centred innovation through AI. In order for people to trust AI, they must understand AI and data. In this notion, we actively promote data literacy among Serbian people through strategic partnerships, such as the one we’ve forged with the University of Belgrade. At the same time, for countries like Serbia, it is important to create the conditions that would permit our nation to fully leverage AI capabilities. For example, large language models, such as OpenAI GPT, have great capabilities for natural language processing. However, they are not well adapted to the Serbian language, and even less to the specific uses of our language (like those present in law, medicine, finance and media). That’s why we are proud to support the NLP project that was initiated by Slobodan Marković from UNDP, Vuk Batanović from ICEF and Dr Tanja Samardžić and that will be implemented by the Innovation Centre of the School of Electrical Engineering, University of Belgrade, and ReLDI (Regional Linguistic Data Initiative). This project aims to create quality data sets and AI models adapted to that data, which would be publicly available to everyone under permissive licenses, thus creating space for wider and better applications of language technologies for the Serbian language.

Enabling wider and better applications of language technologies for the Serbian language is vital for the country to fully leverage modern AI capabilities

Our Story

Founding team: two Software Developers, one Product Manager and an HR Expert with the help of a small development team, created Joberty in June 2019. Just four years later, over 75,000 developers and 2,000 companies in 6 markets joined our mission to create a better IT world

Nikola Mijailović, CEO, co-founder, and originator of the idea behind the creation of the Joberty platform, explains how it all started: “I have worked in the HR industry for a long time. Over the years I noticed the problem of HR when filling tech positions, and at the same time I recognised the need of programmers for first-hand information about IT companies in Serbia. The trend in which candidates were the ones actively looking for an employer was replaced by a new wave where companies became the ones competing for candidates, and this first became noticeable in the IT industry. That’s where I saw our window of opportunity and decided to use it to launch our product. The dev team was in charge of building the MVP (minimum viable product), which according to my guidelines created the first version of the product in less than six months.”

Dušica Lukić, Product Manager and co-founder points out that in the process of creating the product, they were guided by certain assumptions, which they confirmed with their product in Serbia.

“We assumed that users need information about what it’s like to work in an IT company, and that this information can only be provided by someone who works or has worked in that company. Such information is a very important factor in making a decision on further involvement in the selection process with the employer.”

Nikola tells us where this development took them:

“After Serbia, in September 2021 we decided to launch operations on the Croatian market. Croatia has a market that is similar to ours and we believed that the product would be a great success there as well. However, we came to Croatia with a product that has as many as 7 types of reviews and we were trying to confirm the hypothesis that developers do not want

Joberty must become a regional centre for all IT developers who want a transparent community. To achieve this goal, Joberty is expanding to six more countries in the region

only positive or negative information about the company, but information about what it is like to work there: the culture, team, projects, which technologies are used and what are the opportunities for personal development through the job.”

But the development did not stop here, continuous work on improvement led to two key conclusions - the region needs Joberty, and all developers need information not only about working conditions, but whether the work done by developers has a purpose.

That led to the first decision – Joberty must become a regional centre for all IT developers who want a transparent community. To achieve this goal, Joberty is expanding to

six more countries in the region. But we are going one step further, becoming a one-stopplatform for all IT business, a place where you can research everything about a potential employer, look for a new job, ask for help from the IT community, and even educate yourself through blogs and webinars.

And now that it’s been some time since our launch onto all six markets, Serbia, Croatia, Bulgaria, Romania, North Macedonia and Slovenia, we have realised that reaching that initial goal was necessary for the IT communities of this region. Those first positive reactions gave us confirmation that what we are planning and doing meets the needs of the market, but also gives us wind in our sails to further improve our platform.

A lot of work and effort has gone into the development of the Joberty platform. The IT market is changing, and our product adapts to changes and new trends. We continue to build an ever more transparent IT community. The mission remains the same, but our responsibility is now even greater.

MEMBER OF THE WORLD ECONOMIC FORUM’S

GLOBAL FUTURE COUNCIL ON CITIES OF TOMORROW/PROJECT SYNDICATE

AI And The Global South

Predictive analytics are being developed and deployed at an unprecedented pace and scale, including in developing countries that are still in the midst of their own digital revolutions. Yet, for all the promise that these technologies hold, many risks have yet to receive the attention they deserve

Recent months may well be remembered as the moment when predictive artificial intelligence went mainstream. While prediction algorithms have been in use for decades, the release of applications such as OpenAI’s ChatGPT3 – and its rapid integration with Microsoft’s Bing search engine – may have unleashed the floodgates when it comes to user-friendly AI. Within weeks of ChatGPT3’s release, it had already attracted 100 million monthly users, many of whom have doubtless already experienced its dark side – from

insults and threats to disinformation and a demonstrated ability to write malicious code.

The chatbots that are generating headlines are just the tip of the iceberg. AIs for creating text, speech, art, and video are progressing rapidly, with far-reaching implications for governance, commerce, and civic life. Not surprisingly, capital is flooding into the sector, with governments and companies alike investing in startups to develop and deploy the latest machine-learning tools. These new applications will combine historical data with machine learning, natural

language processing, and deep learning to determine the probability of future events.

Crucially, adoption of the new natural language processing and generative AIs will not be confined to the wealthy countries and companies such as Google, Meta, and Microsoft that spearheaded their creation.These technologies are already spreading across low- and middle-income settings, where predictive analytics for everything from reducing urban inequality to addressing food security hold tremendous promise for cash-strapped governments, firms, and NGOs seeking to improve efficiency and

ROBERT MUGGAH, CO-FOUNDER AND PRINCIPAL OF THE SECDEV GROUP AND CO-FOUNDER OF THE IGARAPÉ INSTITUTE;

unlock social and economic benefits.

The problem, however, is that there has been insufficient attention on the potential negative externalities and unintended effects of these technologies. The most obvious risk is that unprecedentedly powerful predictive tools will strengthen authoritarian regimes’ surveillance capacity.

One widely cited example is China’s “social-credit system,” which uses credit histories, criminal convictions, online behavior, and other data to assign a score to every person in the country. Those scores can then determine whether someone can secure a loan, access a good school, travel by rail or air, and so forth. Though China’s system is billed as a tool to improve transparency, it doubles as an instrument of social control.

Yet even when used by ostensibly well-intentioned democratic governments, companies focused on social impact, and progressive nonprofits, predictive tools can generate sub-optimal outcomes. Design flaws in the underlying algorithms and biased data sets can lead to privacy breaches and identity-based discrimination. This has already become a glaring issue in criminal justice, where predictive analytics routinely perpetuate racial and socio-economic disparities. For example, an AI system built to help US judges assess the likelihood of recidivism erroneously determined that Black defendants are at far greater risk of re-offending than white ones.

Concerns about how AI could deepen inequalities in the workplace are also growing. So far, predictive algorithms have been increasing efficiency and profits in ways that benefit managers and shareholders at the expense of rank-and-file workers (especially in the gig economy).In all these examples, AI systems are holding up a funhouse mirror to society, reflecting and magnifying our biases and inequities. As technology researcher Nanjira Sambuli notes, digitalisation tends to exacerbate, rather than ameliorate, pre-existing political, social and economic problems.

The enthusiasm to adopt predictive tools must be balanced against informed and ethical consideration of their intended and unintended effects.Where the effects of powerful algorithms are disputed or unknown, the precautionary principle would counsel against deploying them.

We must not let AI become another domain where decision-makers ask for forgiveness

rather than permission. That is why the United Nations High Commissioner for Human Rights and others have called for moratoriums on the adoption of AI systems until ethical and human-rights frameworks have been updated to account for their potential harms.

Crafting the appropriate frameworks will require forging a consensus on the basic principles that should inform the design and use of predictive AI tools. Fortunately, the race for AI has led to a parallel flurry of research, initiatives, institutes, and networks on ethics. And while civil society has taken the lead, intergovernmental entities such as the OECD and UNESCO have also got involved.

nologies developed by and for markets in advanced economies are often inappropriate for less-developed economies.

If the new AI tools are simply imported and put into wide use before the necessary governance structures are in place, they could easily do more harm than good. All these issues must be considered if we are going to devise truly universal principles for AI governance.

Recognizing these gaps, the Igarapé Institute and New America recently launched a new Global Task Force on Predictive Analytics for Security and Development. The task force will convene digital-rights advocates, public-sector partners, tech entrepreneurs, and

We must not let AI become another domain where decision-makers ask for forgiveness rather than permission. That is why the United Nations High Commissioner for Human Rights and others have called for moratoriums on the adoption of AI systems until ethical and human-rights frameworks have been updated to account for their potential harms

The UN has been working on building universal standards for ethical AI since at least 2021. Moreover, the European Union has proposed an AI Act – the first such effort by a major regulator – which would block certain uses (such as those resembling China’s social-credit system) and subject other high-risk applications to specific requirements and oversight.

To date, this debate has been concentrated overwhelmingly in North America and Western Europe. But lower- and middle-income countries have their own baseline needs, concerns, and social inequities to consider. There is ample research showing that tech-

social scientists from the Americas, Africa, Asia, and Europe, with the goal of defining first principles for the use of predictive technologies in public safety and sustainable development in the Global South.

Formulating these principles and standards is just the first step. The bigger challenge will be to marshal the international, national, and subnational collaboration and coordination needed to implement them in law and practice. In the global rush to develop and deploy new predictive AI tools, harm-prevention frameworks are essential to ensure a secure, prosperous, sustainable, and human-centered future.

The Future Arrives In Serbia

Serbia no longer lags behind the developed world thanks to a large number of local and foreign technology companies, but also to the strategic decision of the Government of the Republic of Serbia to continuously encourage the development of the knowledge-based economy and solutions based on artificial intelligence, to encourage the development of robotics and automation, and to support the development of cutting-edge technologies in many other ways

SERBIA JOINS THE RANKS OF THE ‘SMARTEST’

Belgrade ranks third in Europe for the development of artificial intelligence, surpassed only by London and Vienna. In this field, Serbia has prominent representatives in the largest and most respectable organisations around the world, in companies such as Google, DeepMind, YouTube, AWS, IBM, Microsoft and others. The same applies to the world’s most recognized universities and international organizations. In November 2022, Serbia became a member of the Global Partnership for Artificial Intelligence and was thus included among the 29 countries that have access to the latest developments in the field of artificial intelligence and the opportunity to contribute to the development of technology that will shape the future of the economy, as does today the hyper-topical ChatGPT.

Among the 29 member states of the GPAI, which include the UK, U.S., Israel, Singapore, Germany, Australia, Brazil, India and Japan, Serbia is the first in Southeast Europe to join this initiative and, along with Slovenia, is the leader in the region.

CHATGPT HAS A BRILLIANT FORECAST FOR OUR COUNTRY

ChatGPT, a program that simulates dialogue with the help of artificial intelligence, was launched in late 2022 and was seen by many as “the beginning of the artificial intelligence revolution”. And since it has been a real attraction here for some time, many have already become familiar with its possibilities. The results, it turns out, can be very interesting.

KRAGUJEVAC DATA CENTRE TO GET AN INNOVATION DISTRICT

In addition to the existing two state-of-the-art facilities of the State Data Center, which were built according to the highest technical and security standards, the future Innovation District is emerging in Kragujevac, the first in Serbia and the only one in this part of Europe. The innovation district will cover 56,000 square metres and is designed as an innovative digital centre with entertainment and sports facilities. The centre will be intended for members of the IT community, but will also be open to the public.

The National Centre for Information Security will have a special place, and there will also be separate areas for IT, then a smart city centre for the development of smart energy systems, networking of smart infrastructure, a centre for the promotion of digitalisation, a section for bio-informatics and bioengineering with research space and laboratories, and an educational centre for training students.

The Innovation District will also house the fifth science and technology park in Serbia, meaning more new jobs for engineers, IT workers and for residents of Kragujevac and the surrounding area.

When asked by one of our daily newspapers what Serbians can expect in 2023, ChatGPT was very optimistic.

“In 2023, Serbians will have a vastly improved life,” said ChatGPT. “The economic situation will stabilise and most people will be able to earn enough money for their basic needs. Infrastructure

will be improved, with stronger and faster networks, which will make everyday life easier. In this regard, digitalisation is in full swing, with an increasing number of services being offered online. The quality of health care will greatly improve, with new and advanced technologies becoming available. Progress will also be seen in education, with a stronger emphasis on innovation and adaptation to new technology. The political system will be reformed, with stronger respect for democratic principles. The judicial system will be improved, with more respect for certain rights. In 2023, the people of Serbia will have the opportunity to enjoy all the benefits of a better life.”

SERBIA HAS A 2020-2025 DEVELOPMENT STRATEGY

The Strategy for the Development of Artificial Intelligence in Serbia from 2020 to 2025 defines three key areas in which artificial intelligence can contribute to the public good and the provision of higher quality services. These are public administration, health and medicine and urban transport, road infrastructure and mobility. As part of public administration reform, progress has been made in establishing user-oriented electronic administration, but the further development of electronic services requires the application of innovative technologies such as artificial intelligence. In the healthcare system, artificial intelligence significantly improves early diagnostics, ensures better availability of all resources and equipment and optimizes their use, and contributes to improving the quality and efficiency of healthcare services.

And finally, the application of artificial intelligence can improve traffic planning and flow, enabling the optimisation of traffic signals and real-time traffic management.

WE SHALL SOON BE ABLE TO DETECT RARE DISEASES FASTER

The Institute for Artificial Intelligence in Novi Sad is creating an algorithm that will detect rare diseases, and as it develops it should improve diagnostics for chronic diseases too. In cooperation with the University Clinical Centre of Serbia, the University Children’s Clinic of Tiršova and the Clinical Hospital Centre of Zemun, this Institute is developing a project that should detect rare diseases at an early stage, which is often crucial to combat them. The Institute’s researchers are currently collecting data and medical expertise, and developing an algorithm to create a rapid and reliable diagnostician.

“We are creating an algorithm that will be more stupid than any human, but will be able to process a huge amount of data in a very short time and thus perhaps identify a rare disease. For the first tests, we chose Fabry disease, after that we will also study Hunter syndrome”, says Dr Branka Rakić, leader of the AI in Healthcare and Lifescience research group. Scientists will develop the algorithm for the next year to a year and a half, after which it will be tested in the participating hospitals.

WE SHALL CONTINUE TO INVEST IN ARTIFICIAL INTELLIGENCE

By 2030, the development of artificial intelligence will affect more than 15 percent of the growth of GDP, which is why the Government of Serbia, as announced several times, will continue investing in this branch. Prime Minister Ana Brnabić also announced the adoption of guidelines for the ethical use of artificial intelligence so it can be exploited for faster growth of our economy and industry, with greater productivity and competitiveness on the market. What is encouraging is the fact that today in Serbia the entire government, public administration and local governments, the public sector from healthcare to energy to social protection, uses artificial intelligence, and thanks to this, people can enjoy better services.

BELGRADE SCHOOLCHILDREN SHARE A DESK WITH A ROBOT

What we could only see in science fiction movies until a few years ago is now a reality for the pupils of a Belgrade primary school – they spend their classes and long vacations with a real humanoid robot. This is a ‘child’ of modern technology, and thanks to the artificial intelligence that drives it, it plays an important role in the educational process.

The robot is a valuable teaching tool that allows teachers to greatly improve the quality of their lessons and gain a better insight into the progress of their students. With the help of this little friend, students can more easily acquire a knowledge of STEM subjects, programming and robotics and become familiar with technology that will be an important tool for their career success tomorrow.

Thanks to the sophisticated technology that drives it, the robot establishes contact with each child, recognizes their emotions and adapts to them, helping them in their schoolwork and selflessly sharing knowledge with them.

DRONES IN AGRICULTURE SAVE TIME AND MONEY

Farmers from Čurug and the surrounding area who attended a promotion of the latest technological achievements were convinced that drones can have many uses in agriculture and that, in addition to better yield and healthier fruit, it can also provide large savings.

When the use of agricultural drones in the cultivation of wheat and barley was held at the end of February, it was emphasised that drones can be used in connection with artificial fertilisers, spraying, irrigation, crop control and terrain mapping. The main advantage of drones is that there is no trampling of crops. In conditions of heavy rain, when agricultural machinery cannot enter a field, drones can be used at the right time, which leads to savings of fertilisers and better protection of plants. This is especially true for emerging infections, as it allows for immediate treatment.

Spraying one hectare with a drone takes five to seven minutes, depending on the type of treatment. Using a drone, fuel savings can be 100% and there is no pollution of crops with the by-products of burnt fuels. Also, 100% savings are achieved on the depreciation of tractors and attached machinery, and about 60 per cent of the time spent in the field is saved.

The Impact Of 5G Technology On Business

5G is one of the latest technology buzzwords in the business world. It sets the scene for advanced remote control, intelligent transportation, and workplace automation. 5G technology is developing rapidly to enable the next generation of wireless communications and power the metaverse. It is paving the way for more than just super-fast data transfer. The question is, what does that look like?

THE NEW GENERATION OF NETWORKS

Since the first mobile phone call was made in 1973, the mobile industry has seen breathtaking advances. On 1st December, 2018, South Korea became the world’s first 5G country. Ever since, mobile devices have changed our world by reshaping how we communicate, engage in business, and access information. Following this event, many countries started adopting 5G technology in 2020 and are set to increase data usage exponentially as more people get on board with all the benefits this

technology has to offer.

To understand where we are today, due to the inevitable rise in wireless standards from 1G to 6G, it is useful to chart their unstoppable spread across the globe.

1G TECHNOLOGY (1979)

NTT introduced the first generation of mobile networks to Japan in 1979 and, by 1984, had expanded coverage throughout its home country.

The first generation of mobile telecommunications technology, which went into

operation in 1983, made it possible for users to make and receive calls on handheld devices such as the Motorola DynaTAC. Canada was among the countries that adopted 1G shortly after its introduction.

But 1G technology suffered from several drawbacks: poor coverage, low sound quality, and the lack of roaming support between various operators. As different systems operated on different frequency ranges, they had no compatibility. When switching carriers or travelling internationally, making

or receiving calls was extremely expensive.

Furthermore, the calls were not encrypted, so they could easily be intercepted. Despite its drawbacks and hefty price tag, DynaTAC still managed to rack up an astonishing 20 million global subscribers by 1990. The success of 1G paved the way for 2G –appropriately dubbed such due to technical advancements like better processing power.

2G TECHNOLOGY (1991)

The second generation of mobile networks— known as 2G—was first implemented in

Finland under the Global System for Mobile Communications (GSM) standard in 1991. With this system, encrypted calls were possible for the first time, and digital voice calling was significantly clearer with less static or background crackling than traditional analogue services had been able to provide.

But 2G was about far more than just making phone calls; it also enabled the transmission of text messages and multimedia content, transforming communications in ways no one could have foreseen. By the time 2G came along, 1G was already well-es-

tablished. This meant that people enthusiastically adopted 2G—and it became hugely popular among consumers and businesses.

Although the transmission speeds in 2G networks were slow at first—around 237 kbps (0.2 Mbps)— mobile-phone operators invested heavily in building new infrastructure such as mobile cell towers since there was so much demand for the service.

Despite relatively sluggish speeds, 2G revolutionised the business landscape and changed the world forever. Moving from snail-paced dial-up Internet connections to blazing fast mobile broadband (relatively speaking compared to what we are used to today, of course) was like going from cave paintings to Michelangelo’s Sistine Chapel—in just a few years.

3G TECHNOLOGY (2000)

In 2001, NTT DoCoMo launched 3G and standardised the network protocol used by vendors. This meant that users could access data from any location worldwide—as long as their phones were equipped to use it. No longer would travellers be limited to their home country’s phone services when travelling abroad.

The increased speed of data transfer made possible by 3G networks allowed for the proliferation of new services such as video conferencing, streaming media, and voice-over IP (such as Skype). In 2002, the Blackberry smartphone was launched—many powerful features of this device were enabled by its ability to connect via 3G.

4G TECHNOLOGY (2008)

The transition from 2G phone networks to 3G was simple: users just needed new SIM cards. However, making the leap up to 4G was a more complicated matter as it required that phones be built with this capability in mind.

This change made it possible for device manufacturers to scale their profits dramatically and was one factor behind Apple’s rise to become the world’s first trillion-dollar company.

According to Statista, approximately 4.7 billion users will use 4G/LTE by 2023, becoming the standard worldwide.

A CLOSER LOOK AT 5G AND ITS CURRENT IMPACT

The development of 5G technology dates from 2008, with the aim to make better use of the radio spectrum and enable many

To understand where we are today, due to the inevitable rise in wireless standards from 1G to 6G, it is useful to chart their unstoppable spread across the globe

devices to be connected simultaneously. It uses higher frequency waves with shorter wavelengths than previous generations.

5G is much better at handling thousands of devices simultaneously, meaning that a single network can handle mobile phones and equipment sensors—among many other forms of hardware—without slowing down.

The higher-frequency radio bands in which 5G operates - 3.5GHz (gigahertz) to 26GHz and beyond - have much greater capacity than their predecessors. Still, some infrastructure issues are created because cell towers must be spaced more closely to achieve a good signal. In addition, 5G wireless technology is designed to deliver much higher peak data speeds, ultra-low latency, and greater reliability and capacity than previous networks—allowing more users per cell and better performance in dense urban areas.

For 5G to work, the most important cellphone companies in the world will need to install many more transmitters and receivers near homes. It is a significant investment, requiring these companies to be wholly committed to the technology; further negotiations with small towns and municipalities over placing smaller boxes may also be necessary.

Nowadays, of the countries that have begun the 5G rollout, China and the United States lead with a combined 652 cities where 5G is available. The Philippines has been able to roll out active connections in 98 cities—making it closest in terms of its rollout schedule.

As leaders focus on building new opportunities and compelling technologies, including the WiFi 6E standard and private 5G networks, they will shift their attention away from simply staying operational.

Executives can benefit from the increasing value that wireless infrastructure and applications unlock by leveraging new location-based services within their networks. In other words, organisations are capable of developing entirely new services and insights that can support their evolving business objectives.

Already, 5G has impacted many organisations, so let’s look at a few examples:

MAKING REMOTE WORK POSSIBLE

With the advent of 5G wireless, people no longer have to be tied down by a mandatory location. With high-speed internet available anywhere, people have the freedom to live anywhere they wish. In fact, as carriers upgrade the network, people living in rural areas and other broadband dead zones will gain access to high-speed internet. This will significantly help the local economy and connect more populations that have traditionally been isolated due to a lack of access to fibre optics that would allow them to connect to more populated areas.

BRINGING EDGE COMPUTING TO THE NEXT LEVEL

5G will enable the creation of new edge computing systems that augment cloud infrastructure. By using advanced networking technology, businesses that engage in frequent transactions (such as FinTech companies and mobile banking) or need real-time interaction with their users (such as online gaming providers and live sports broadcasters) can now offer incredibly fast services in sub-10ms latency.

IMPROVING THE PERFORMANCE OF APPS

5G already provides substantial improvements over its predecessors in predictability,

As mobile networks increase bandwidth and enhance the quality and quantity of content delivered to mobile devices— such as smartphones or tablets— 5G’s benefits will be even more evident for a more user-friendly experience

which translates into reliable application performance for business users. As mobile networks increase bandwidth and enhance the quality and quantity of content delivered to mobile devices—such as smartphones or tablets—5G’s benefits will be even more evident for a more user-friendly experience.

USING AI AND AUTOMATION TO ENABLE NEW INNOVATIONS

Many companies like Amazon, through Amazon Web Services (AWS), have already begun using new automation and artificial intelligence technologies that depend on faster download speeds.

As businesses prepare for the future and modernise, 5G’s lower latency and faster speeds will be difficult to ignore-especially when combined with automation.

ANALYSING PRODUCT AND PROCESS PERFORMANCE

5G technology makes data a commodity that everyone can access. With the ability to collect so much data in real-time with low latency (almost 100% uptime), we can gain insights into product and process performance that were never before possible. Understanding trending data helps us recognise patterns or issues, allowing for better predictions and therefore improving internal processes, services, and products, among many other things, for optimisation of enterprises and organisations.

A FEW EXAMPLES OF 5G TECHNOLOGY

5G technology will enable new types of intelligent devices to communicate with one another and with their users. These devices can be integrated into various systems, allowing them to self-organise to address a broad spectrum of applications and services. Here are some examples.

SMART CITIES

One of 5G’s primary uses is for smart city applications, such as the Alba Iulia Smart City in Romani. This smart city has traffic monitors, parking sensors, and waste management systems. With the advent of 5G, factories will accommodate an influx of robots on assembly lines and drones for lastmile deliveries. Cars will communicate with one another to avoid hazards or accidents and become fully automated.

Alba Iulia is a relatively small city, but it is an excellent example of the potential of WiFi and IoT connectivity powered by 5G to transform how citizens interact with the government — as well as businesses and visitors — could improve everyone’s lives.

AUTONOMOUS VEHICLES

The automotive industry is poised to experience significant changes in the future with connected and autonomous vehicles— including driverless cars on 5G networks. With the advent of 5G technology, we will see a new wave of business models. The faster response times made possible by low latency data streams means businesses can deploy more complex applications—and get back to their customers faster.

integrate with gNB (5G NodeB) and operator networks. These innovations make it easier for operators to implement 5G technologies in their connected-car and cellular vehicle-to-everything (C-V2X) applications—and provide mobile hotspots as an additional source of revenue in nonroaming markets.

IMMERSIVE EXPERIENCES

Recently, T-Mobile and Qualcomm have partnered to build augmented reality (AR) applications for smart glasses (such as the Niantic Planet-Scale AR Alliance powered by 5G). The new participants will work alongside other developers and entrepreneurs to build immersive AR experiences for smart glasses using T-Mobile’s 5G network.

With its gigabit speeds and next-generation technology, T-Mobile’s new 5G network is ushering in a new era of mobile computing. And with the Snapdragon Spaces XR developer

Ford and Mercedes-Benz and companies such as John Deere rely on intelligent technologies like the Internet of Things (IoT) to power smart factories. Now they are looking at how 5G can drive further innovation in their facilities

A U.S.-based start-up, Movandi, develops 5G ecosystems for connected vehicles. All 5G mmWave bands are supported by the company’s integrated antenna modules and radio-frequency chips. Movandi’s algorithms and systems enhance signal coverage while eliminating self-interference.

Furthermore, Movandi BeamXR technology allows smart repeaters to seamlessly

platform, you can create augmented reality (AR), virtual reality (VR), mixed reality (MR), or other immersive experiences that transform smartphones into powerful pocket computers.

SMART FACTORIES

Ford and Mercedes-Benz are using 5G technology to build smarter factories. Ford and Mercedes-Benz and companies such as John Deere rely on intelligent technologies like the Internet of Things (IoT) to power smart factories. Now they are looking at how 5G can drive further innovation in their facilities.

Private 5G networks—networks that don’t share traffic with other cellular networks in the vicinity—play an important role in these factories as they are gaining traction around the world since regulators allocate more spectrum to enterprises.

12 Feature ESG IS GOING TO HAVE A ROCKY 2023

15 Tijana Adamov Ignjatović, Founder of Campaigns with Purpose and Yellow Pants –Initiative for Childhood Study and CSR Concept Incubator THE POWER OF COMMUNICATIONS FOR A BETTER WORLD

ASustainabilityStrategy IsAnImportantPrerequisite

Doing business responsibly is an integral part of the operations of any business and even an essential policy for all companies, including smaller ones. The Responsible Business Forum works constantly to educate its members on dynamic changes in this field

It is almost impossible today to find a major company that doesn’t devote attention to responsible business principles. Regardless of whether that’s because it forms part of their strategy or because they believe it’s the only way to ensure long term business success, responsible business is certainly an increasingly integral part of business operations and even an essential policy. Smaller companies are now also paying ever more attention to their sustainability strategy, and this will also be an essential prerequisite to join the supply chains of large companies, considers Neven Marinović, executive director of the Responsible Business Forum (Smart kolektiv).

To what extent does Serbia respect the need to harmonise its legislative framework and practices with those of the EU? Serbia needs to harmonise its legislation with that of the EU to a large extent. How-

Neven Marinović, Executive Director of the Responsible Business Forum (Smart kolektiv)

RESOURCES FOCUS EURO INTEGRATION

The Responsible Business Forum has always endeavoured to represent a place for its members to gather and a platform for exchanges of knowledge, experience and examples of advanced practices

ever, even in situations in which it is not harmonised, our companies that operate in the EU will still have to be in compliance with it. A good example is the EU’s Non-Financial Reporting Directive (NFRD). By drawing on this directive, the new Law on Accounting that was adopted in 2019 introduced the obligation to compile non-financial reports in the framework of annual business reports, starting from the beginning of 2021. This means that a certain number of companies, mostly larger ones, have to report on the non-financial part of their operations, which relates primarily to sustainability operations. Clear guidelines and standards that it’s obligatory to report on still don’t exist at the legislative level, but there are different methodologies that companies already apply. Having observed these deficiencies, the EU has already improved the existing directive and adopted a new one that envisages, among other things, the application of new European Sustainability Reporting Standards (ESRS) that are currently awaiting adoption. In this sense, requirements in Serbia should also be harmonised with the comparative new European practice and experience. Another important example relates to the German Supply Chain Act, which stipulates that companies that operate on the territory of this country are obliged to analyse sustainable operations across their entire supply chain – from the state of human rights, working conditions, environmental impact etc. This means that every company that does business with a German partner will also be exposed to this type of assessment and analysis.

How intensively is the responsible business concept changing today, considering the Green Agenda or the increasing inclusion artificial intelligence and automation in business processes?

The Green Agenda is now becoming a part of strategies, targets, management procedures and harmonisation with laws and regulations, but also an important factor in access to capital

A constant need exists to harmonise Serbian legislation with changes at the level of the European Union, which is very active in adopting regulations in the area of responsible business

The Green Agenda, categorisation and other umbrella strategies and initiatives that are being adopted, both at the EU level and the global level, are certainly

having an enduring impact on shifting the impetus of this topic. What was previously treated as a kind of optional subject when it comes to companies is now becoming a part of strategies, targets, management procedures and harmonisation with laws and regulations. It has even gone a step further by linking access to capital with green agenda targets or sustainability goals. In practical terms, this means that a company will not be able to finance its growth through either commercial banks or development financial institutions if it is not in compliance with good practice and ESG criteria.

Does Serbia have enough professionals in this field; what represents the essential knowledge and skills that such professionals must possess?

Through a responsible and sustainable approach to business, small companies can even generate some savings, such as savings on energy and materials, ensure greater employee motivation and loyalty and, at the end of the day, gain access to the kind of cheaper capital that’s essential for further growth and development

A certain number of professionals in this field already exist in our country, and it’s questionable whether there are enough of them. Considering that the area they handle is quite broad – ranging from environmental protection, via employee relations and company conduct on the market, to philanthropic activities in the local community – it is clear that they must possess diverse knowledge. Nonetheless, I think the essential prerequisite for these professionals is the ability to observe things holistically, as opposed to observing from the perspective of one sector or function within a company, as well as the ability to establish an open dialogue with all key stakeholders. Of course, it is also necessary to have specific expert knowledge, which differs to some extent in relation to the industry to which a company belongs, as well as in relation to the specific focus of the position itself.

In which way does the Responsible Business Forum contribute to advancing knowledge in this area and training appropriate personnel?

The Responsible Business Forum has always endeavoured to represent a place for its members to gather and a platform for exchanges of knowledge, experience and examples of advanced practices, and it is thanks to cooperation with international partners and similar networks that it has also often been in a position to convey the latest information, trends and experiences from Europe and around the world, thus further empowering its members. Through a series of educational events, we have striven to familiarise our members with the principles of non-financial reporting, while we exchange experiences on the application of internationally acknowledged and widespread methodologies, such as the Global Reporting Initiative (GRI), and last year, for example, we also conducted training on an extremely relevant topic: the application of TCFD methodology related to the release of data on the impact of climate change on business operations.

We have prepared a series of ESG training courses to be conducted by the end of this year, which relate to the deter-

I think the essential prerequisite for these [CSR] professionals is the ability to observe things holistically, as opposed to observing from the perspective of one sector or function within a company, as well as the ability to establish an open dialogue with all key stakeholders

mining of material topics, due diligence in supply chains etc., as well as a series of thematic meetings at which we will familiarise members with the EU’s new sustainability reporting standards, in order to enable them to adapt to new requirements in a timely manner, but primarily to improve their reporting cycles in a way that’s standardised and internationally comparable.

Is responsible business a luxury that only large companies can afford, or are smaller companies also adopting similar trends?

Quite the contrary. Corporate social responsibility is often equated with philanthropy in our country, so in that context it’s considered that a company must have lots of funds in order to be able to also dedicate itself to that. But this is really a very important topic for small companies too, because they can even generate some savings through a responsible and sustainable approach to business, such as savings on energy and materials, ensure greater employee motivation and loyalty and, at the end of the day, gain access to the kind of cheaper capital that’s essential for further growth and development.

How much is the importance of the position of Chief Sustainability Officer (CSO) recognised in Serbia today and how enticing is this job to young personnel?

I think this position is poorly recognised in Serbia and only a small number of companies have such a defined position. This is conditioned to a large extent by the size of the market, as well as the fact that many companies define their strategies at their headquarters, ultimately only implementing and coordinating them here. Our task is to familiarise young people with jobs related to sustainability and to present various opportunities in this field to them. The Responsible Business Forum organises the “CSR practice” programme, through which 15 young people acquire knowledge about this topic each year, but also come into contact with professionals in this field who are already working at companies. Some of them receive opportunities to continue their advanced training with us, while some do so at member companies. This is one of the ways of developing and supporting this profession. Moreover, as of last year we’ve also been awarding “CSR professionals” awards, with the aim of indicating the existence of professionals in this field and highlighting, promoting and thanking them in some way, but also with the aim of pointing out the importance of their work for both companies and society as a whole.

Neven Marinović, Executive Director of the Responsible Business Forum (Smart kolektiv)

Protecting Nature –EmpoweringTheCommunity

Henkel operates in three locations in Serbia. It is among the top 10 exporters and one of "100 most sustainable companies in the world". They have received many awards and accolades for their sustainable business practices, including those for socially responsible business

As leaders in sustainability, they strive to be pioneers of new solutions for sustainable development, actively support transformation towards a sustainable economy and society, help protect and regenerate nature, and contribute to the empowerment of communities... Dejan Davidović talks with us about all this

Henkel always puts the needs of its customers at the core of its business. What do consumers want?

The latest market trends show that consumers are more careful about choosing which brands to put in their shopping baskets. The key factor in making this decision is the price/quality ratio. Our company offers a very wide range of consumer products such as detergents and household chemicals and brands for consumer goods packaging, transport, metal, general industry, electronics and others.

Is sustainability a central element in your vision for the future?

Sustainability is undoubtedly a central element of our vision for the future. Last year, as part of our Sustainability Strategy, we presented the Strategic Framework for Sustainable Business 2030+ with long-term ambitions focused on three pillars to guide further progress: Regenerative Planet, Successful Communities and Trusted Partner. One of the examples of good sustainable business practice is our factory in Kruševac. This is the first factory in Serbia that was awarded the ISO 50001 certificate for energy efficiency, as well as the Gold LEED certificate

Our social engagement is based on four pillars: corporate volunteering, social partnership, brand engagement and emergency aid

for energy design. We achieved the goal of zero waste from our production, we installed heat pumps, we collect rainwater, and our site is connected to the city collector for treatment of sewage water. All other water generated in the production process is minimized and is processed or reused. We focus on energy from renewable sources, and we are currently working on a project for solar panels, biomass and general optimization to achieve the goal of zero CO2 emissions.

Commitment to the community is one of Henkel’s core values. You have received awards for some of these initiatives?

Our social engagement is based on four pillars: corporate volunteering, social partnership, brand engagement and emergency aid. To enable our staff to contribute actively to the community in areas of their own personal interest, Henkel was among the first to launch a corporate volunteering initiative called MIT (Make an Impact on Tomorrow). Last year we marked 15 years of implementation of this project in our country. We are very proud of the results, more than 70 employees volunteered in support projects for schools, kindergartens, hospitals and sports clubs. More than 163 projects with a total value of over € 650,000 were carried out across Serbia.

Three years ago, we launched the project “I Love the River, and You?!”, for which the chamber of commerce awarded us the national Đorđe Weifert award for socially responsible business. We also received the Benefactor award, which is awarded to the most responsible companies and organizations in Serbia.

Dejan Davidović, Manager for Safety, Environmental Protection and Sustainable Development (SHE&IMS Manager), Henkel

ResponsibilityAndSustainability AsFoundationsOfOTPBankaOperations

With its activities, OTP banka demonstrates continuously that it has incorporated responsible, sustainable and green operations into every segment of its business. Through its GENERATOR platform, it has recently launched a new, sixth cycle of its Generator ZERO contest, which supports innovators and their solutions for reducing the carbon footprint. Also, through this year's and fourth Social Entrepreneurship Fair and the Generator of Good Deeds, it will once again support socially and environmentally aware entrepreneurs that have innovative, organic and sustainable products. These are just some of the initiatives that the Bank implements with the aim of creating a greener and better future.

Milena Mićanović, Head of Communications and Public Relations at OTP banka emphasises that Generator ZERO is one of the Bank’s most important projects that is adapted to the needs of the market and social circumstances.

“Applications were open from 01 February to 15 March, and in a period slightly over a month, as many as 116 projects applied. Our jury, which includes representatives of OTP banka and partners, will have the difficult task of selecting the semi-finalists from the large number of solutions received, and then those who will be in the final. The winner will receive prize money of two million dinars and long-term expert support in the field of business expansion and identifying new opportunities, while our project partners will award the finalists”, stated Mićanović and added:

“It is important to emphasise this relates to corporate social responsibility initiatives, and at OTP banka we consider environmental protection and the development of the circular economy as spheres requiring the involvement of all of us. Precisely from this belief we are constantly seeking new initiatives and projects with which we will trace the path to a green future.”

Generator ZERO is OTP banka’s

most awarded project, and one of the awards it received is the Grand Prix of the French-Serbian Chamber of Commerce and the award of parent company OTP Group for the best ESG and sustainability project. Last year which was full of challenges for all economic actors, OTP banka also received prestigious awards from the international professional public, from Euromoney and The Banker, which declared it the best bank in Serbia. The Serbian Association of Managers also named OTP banka CSR company of the year.

This year as well during spring, through the Generator of Good Deeds initiative, OTP banka will draw attention to projects that are simultaneously striving to bring changes to society and strengthen domestic entrepreneurship. This programme

emerged in 2019 with the aim of affirming and strengthening the visibility of social entrepreneurship among domestic manufacturers that have a business model based on creativity and humanitarian or sustainable operations.

The previous, third iteration of this programme took place last October in Novi Sad. On this occasion, domestic entrepreneurs presented products that, through sales, support ecological projects or vulnerable groups like victims of domestic violence, persons with developmental disabilities, socially vulnerable children or women from displaced areas.

Apart from investing continuously in the environment, innovation and social entrepreneurship, OTP banka is also committed to many other areas. It nurtures long-

term partnerships with significant institutions, one of which is the Olympic Committee of Serbia. This cooperation represents the longest partnership in Serbian sports, which has lasted for 20 years, and serves as an example of successful cooperation between the business sector and sports institutions.

The Bank is also a strong advocate for the preservation of cultural and historical heritage, and the Gallery of Matica Srpska - one of the oldest and most credible institutions of culture in our country, has been its strategic partner in this area for the last seven years. It also supports literature, in cooperation with publishing house Booka, through the contest for the best hitherto unpublished novel. Following the great success of the first award competition, a new cycle of this project has been announced for 2023, with 15th May set as the deadline for the submission of manuscripts.

As the largest corporate and retail creditor, the market leader in factoring, leasing and e-commerce services, OTP banka will continue to move towards a sustainable society in the future, by providing support to the community, improving the quality of life, influencing the preservation of the environment and reinforcing sustainable business.

SustainabilityIsAJourney, Not A Destination

Coca-Cola HBC is among the first companies to have set science-based sustainability goals for itself, and achieving them involves the work of all employees, because

play in implementing sustainable practices

With us, taking care starts with saving on crucial resources, such as water and energy, is present in the producing and packaging of our products, and leads all the way to our active participation in dialogue on resolving important challenges in this area - explains Nina Elezović, as well as revealing how Coca-Cola views the link between business and ESG.

Coca-Cola HBC is a company that’s been operating in Serbia for a quarter of a century, demonstrating that taking care of business simultaneously means taking care of people, nature and communities. How would you describe sustainability from the perspective of your company?

Sustainability is a journey for us, not a destination. And, as such, sustainability demands a holistic approach. It isn’t just environmental protection, though these two terms are often seen as analogous. Sustainability is everything you do for the community in which you operate and for people, but likewise also defines the way you run your business, your relationship with partners and shareholders. And if I were to use the acronym ESG (environmental – social – governance), I would say that, as a business, these letters are each of equal importance to us.

If we consider environmental protection alone, how do you contribute as a company?

Over the last 15 years, we’ve reduced our consumption of water per litre of beverage produced by more than 50 percent. We thereby save enough water to fill around 20

Olympic-sized pools every year. All three of our bottling plants and the factory of Bambi confectionary exclusively use electricity sourced from renewables. We are

sector has a role

thus reducing CO2 emissions with the goal of becoming carbon neutral by 2040, i.e., of removing as much carbon dioxide as we release into the atmosphere.

We introduced two major product packaging innovations last year. We replaced the plastic wrapping on four-can packs with a cardboard fastener that we call KeelClip, while we also began introducing tethered caps that remain attached to the packaging after opening. We always conclude the story of packaging with collection and recycling. I believe that the establishing of an appropriate deposit-return system in Serbia will lead to the achieving of the desired rates of packaging and recycling returns, and that all of us – as individuals, an industry and a society – will provide our contribution to creating a cleaner environment.

In 2021 alone, together with Bambi, you invested more than €750,000 in local communities, with the project ‘Vlasina – pure love’ standing out as a special community initiative. Why Vlasina and why pure love?

Rosa Water is a special gem in our portfolio. That’s why we treat Vlasina, the home of our Rosa, with special care. For us, Vlasina isn’t only nature that’s to be loved, but rather an emotion in and of itself. In the first year of the initiative, we supported local entrepreneurs, providing them with knowhow and skills to improve their businesses. The project’s second phase, which we are implementing in cooperation with the UNDP office, is currently underway. We are together building and landscaping 47 kilometres of hiking trails in the area above Lake Vlasina.

Nina Elezović, Corporate Affairs and Sustainability Director for Serbia and Montenegro at Coca-Cola HBC

every

to

All three of our bottling plants and the factory of Bambi confectionary exclusively use electricity sourced from renewables

Džaferović, Eurobank Direktna, Corporate Communication

Reliable Partner ToTheCommunity

Through the School Designed for You project, we have equipped 13 computer labs in 11 Serbian cities, with more than 10 million dinars allocated for implementation

The bank has to date invested more than 4.8 million euros in numerous programmes and various projects to support the community, mainly in the areas of healthcare, education, environmental protection, culture and equality.

The business sector is supporting communities increasingly year-on-year. This has proven invaluable in crisis situations, but also beneficial under normal circumstances?

In the case of Eurobank Direktna, support to the community has been present since the very beginning of our operations in Serbia, when – 20 year ago – corporate social responsibility has been established as an integral part of the business strategy. Over the previous years, with a desire to provide comprehensive support to society, we have focused on areas needing help the most. This support hasn’t decreased even during difficult times, on the contrary, and thus our efforts during the COVID pandemic, when we strongly supported the healthcare sector, were highly noted publicly.

Do you have data on how much you’ve invested in various community support programmes and projects since 2003?

Through independent projects and participation in initiatives of our partners, we have invested so far more than 4.8 million euros, in areas such as healthcare, education, ecology, culture and equality. Despite all areas being of equal importance, over recent years support has been focused on two priorities: healthcare, particularly during the pandemic, and youth.

The “School Designed for You” project, intended for students of secondary

Since the very beginnings, Eurobank Direktna has been constantly committed to investing in the community where it operates. Owing to this strategy, the Bank became the first financial institution in Serbia to receive the CSR certificate granted by NALED, ten years ago

schools, remains among the priorities. Over the course of the previous five years, during which this project has been im -

plemented, 13 computer labs have been provided with necessary IT equipment in 11 Serbian cities, with more than 10 million dinars allocated for implementation.

Given that we also base our CSR activities on the promotion of culture, since last year the project has been enhanced by cooperation with the museum “House of Jevrem Grujić” and publishing house “Laguna”. Through the educational programme entitled “Travelling Museum”, students have an opportunity to get acquainted with Serbian history and culture, as well as various artistic skills. Additionally, Eurobank Direktna provided secondary school students with an opportunity to meet with great names of domestic literature, in cooperation with “Laguna”.

It was ten years ago that Eurobank Direktna became the first financial institution in Serbia to receive a NALED certificate of corporate social responsibility. Do you still adhere to those principles? Since the beginning of its operations in Serbia, Eurobank Direktna has adhered to the principles of supporting the society and local community in which operates, and the NALED certificate served as an additional incentive to continue developing in the same, responsible way. We have implemented numerous projects in the meantime, for example, within partnership with the famous football club, we have organized the Manchester United Soccer School, which, apart from being educational, also served to promote responsibility. And today, a decade after receiving NALED certificate, I am pleased to say that we still have the same goals, striving always to be a good partner to the community, employees, and partners, but primarily to our clients.

Aleksandra

Pioneers Of Enviromental Protection

Bex is the first and only courier service in Serbia that has imported Eco 100% electric zero emission vehicles. The project called Think Green, Do Good introduced a major environmental innovation to the postal services market

in Šabac and Smederevo.

“First of all, we wanted to set an example that others would follow and to show that every company in Serbia can contribute, like us, to raising environmental awareness”, says Bexexpress.

At the end of 2022, 120 vehicles with 100% electric drive were active, and the savings were 20% compared to the consumption of diesel vehicles. Fully 81 vehicles have been ordered for 2023. With this order, one third of the Bex fleet will be electric, and about 45% of courier vehicle kilometres will be electric and completely green.

First of all, we wanted to set an example that others would follow, and to show that every company in Serbia can contribute, like us, to raising environmental awareness - says one of the leading domestic courier services, which accounts for a quarter of the Serbian market.

Bexexpress is a courier service registered for commercial post that has been operating successfully in Serbia for 12 years. It currently accounts for a quarter of the Serbian market. As a major delivery company, Bex has been expanding its distribution network for years, and their goal of meeting the needs of their customers has required ever more delivery vehicles. The Bex vehicle fleet has grown to more than 700 delivery vehicles in 2023. As a socially responsible company, Bex started thinking a few years ago about reducing its carbon footprint, so at the end of 2020, they imported the first eco vehicles.

While increasing their eco fleet, Bex has started building solar power plants with a capacity that can support charging their electric vehicles

The importance of these vehicles is obvious, because they do not use any combustion products, they are completely silent, suitable for city driving, especially for parts of the city where it is not desirable to make noise, near hospitals, kindergartens, children’s playgrounds, nursing homes.

Congestion on the streets of our capital, pollution and noise were a signal that Belgrade needs exactly these vehicles and that they are our precious chance to reduce our harmful impact on the environment. After Belgrade, eco delivery vehicles have become available

While increasing their eco fleet, Bex has started building solar power plants with a capacity that can support charging their electric vehicles. So far, five solar power plants with a capacity of 300 kW have been built at three locations in Šabac, then at the business centre in Smederevo and at the buildings of the main logistics centre on Pančevački put in Belgrade, with a total area of solar panels of about 1,400 m2. This ensures not only a financial efficiency, but also the socially responsible operation of the company, primarily in terms of environmental protection.

The Bex fleet is planned to have 545 electric and 50 CNG heavy cargo vehicles by 2027. With the expansion of distribution networks, the network of solar power plants will also expand to enable electric charging and delivery by Bex eco vehicles all over the country.

Bex is a responsible member of the community. They are dedicated to the protection of people and the environment. They promote environmentally safe technologies, they aim to prevent pollution, promote recycling and reduce waste. The staff are instructed to respect the environment and not to harm it with their activities.

By Andrew Winston

ESG Is Going To HaveARocky2023

If 2021 was the year ESG became mainstream in the financial world, then 2022 was the year things got bumpier. And everything around ESG points to 2023 being even more intense

Before diving into why, let’s define terms. ESG is not sustainability. ESG — the acronym stands for environmental, social, and governance — has been mostly focused on screening companies as investments, largely by understanding how a business is affected by environmental and social issues (with an additional focus on whether a company has good governance in place

to manage those risks and pressures).

Sustainability is a much broader idea, focusing on a company’s role in society, how it creates value by managing its environmental and social impacts (both positive and negative), and how its actions affect a wide range of stakeholders.

On the ESG front, there are two different forms of backlash going on. First is the political theater, mostly in the U.S., of the

“anti-woke” movement. Some right-wing governors and attorneys general are unhappy with investors that have, for example, set goals to get to zero carbon emissions in their portfolios. They say the investors are progressives and “politically motivated, anti-free market, anti-family.” With much fanfare, some U.S. states are pulling funds from high-profile investors like BlackRock (although the billions withdrawn are not likely to seriously worry companies with trillions under management).

The absurdity of calling investors and ESG “woke” is a longer discussion, but I’ll quote BlackRock’s CEO, Larry Fink, on the subject: “Stakeholder capitalism is not about

politics. It is not a social or ideological agenda. It is not ‘woke.’ It is capitalism, driven by mutually beneficial relationships between you and the employees, customers, suppliers, and communities your company relies on to prosper.” Un-

heat up as we head toward another U.S. presidential race (lord help us). But the roots of the sustainability movement are too deep now to get fully derailed. There is a second backlash to contend with. The investment community’s skeptics

pandemic — and then got slammed. With the inherent levels of irrationality and unpredictability in the stock market, asking “Does it outperform?” is a bad question, especially if you’re looking at a short time frame. It’s also a question

fortunately for Fink, he’s getting pressure from all sides now — some people say he’s greenwashing — but he’s not wrong on this fundamental point: Pleasing stakeholders and serving the common interest, including the planet’s, is how to create value today. It’s better business.

We should never underestimate the potential for politically motivated attacks to change how companies behave. Vanguard, for instance, showed a weak backbone when it recently abandoned a global accord on net-zero carbon targets for investments. Reuters credited “pressure from Republican U.S. politicians” for Vanguard’s action. And things will only

are getting louder again. They question ESG investing, asking, in essence, “Will ESG funds outperform ‘regular’ funds?” For a few years before and during the pandemic, ESG funds did do better. Then, in 2022, they didn’t. A major reason for both trends is that ESG funds are techheavy, and tech skyrocketed early in the

that isn’t asked about other investment strategies. No new fund designed to invest in tech companies or health care players, for example, has to prove that it will always outperform. The only thing that, with high certainty, consistently outperforms index funds that track the market is … well, nothing, really.

But the questions about ESG will continue, in part because huge swaths of the investment world still don’t get it. Last year, an executive at HSBC declared that this ESG thing is mostly bogus — and, oddly, he was the head of sustainable investing. He didn’t last long. A recent Financial Times article also provided a

Pleasing stakeholders and serving the common interest, including the planet’s, is how to create value today

typical and deep-seated view from the financial world: The authors declared that “investor altruism … will take a back seat to cold hard returns in 2023.”

The assumption is that using ESG as an investment screen is just philanthropy, but it truly is not altruism. The investors that get it understand that ESG gives a critical view on the risk of a business and helps gauge how resilient or ready for a low-carbon future a company might be. The Financial Times authors went on to cite the incredibly tired argument from Milton Friedman that the core purpose of a business is to serve shareholders. It’s clear that if the ESG movement disappeared, a lot of investors, many C-suite execs, and, apparently, some financial journalists would breathe a sigh of relief. Finally, they’d say, we can get back to business.

This is the fundamental disconnect. Sustainability is good business, and the forces driving it are not going away. The real work of sustainability — not just filling out endless ESG questionnaires — will continue. Companies pursuing a sustainability strategy will be working toward zero carbon, addressing human

rights issues in their supply chains, innovating products and services to satisfy customers that want more sustainable options, engaging employees and other stakeholders in the mission and purpose of the company, partnering with peers on shared problems, and much more.

Stepping back, it’s clear that the sustainability movement is, if anything, accelerating. For example, the percentage of S&P 500 companies including ESG metrics in compensation plans rose to 70% in 2022, up from 57% just a year earlier, with measurements of carbon footprint and diversity and inclusion growing the fastest.

This shift is not just a fad or driven only by media attention. The underlying drivers of change — big, sweeping trends

— are real, growing, and unavoidable. First, there are clear existential threats to humanity, particularly climate change and inequality, and these problems are already costing business and society real money. The cost of doing nothing is rising. Second, the cost of action has dropped exponentially, especially in clean energy and transportation. But third and perhaps most importantly, norms are changing. Stakeholders, especially young customers and employees, increasingly want companies to act. These are the gigatrends ultimately driving all the attention on sustainability. When societal norms and values change, they don’t easily go back.

I’ve been working in the overlap of business and society for 20 years. I’ve seen a lot of ups and downs in people’s interest in environmental and social issues. But the challenges we face are no longer theoretical models to debate. They’re here now — and the generations taking over the workforce know it. ESG will get banged around for political points and by investors annoyed by the whole thing, but the underlying work to move to a thriving future will continue to accelerate.

The real work of sustainability — not just filling out endless ESG questionnaires — will continue

The Power Of Communications For A Better World

The Festival of CSR Communication “Campaigns With Purpose” (Kampanje sa svrhom) will be held for the third time this year. The Festival will take place on 20th November, World Children’s Day, because its initiator, “Yellow Pants CSR Concept Incubator”, was itself launched by one sentence of Dr Maria Montessori: “Directing our action toward mankind means, first and foremost, doing so with regard to the child”

This festival is unique in Serbia and Europe, but also one of the first advertising festivals of this kind worldwide, dedicated specifically to CSR communication.

Today, when we’ve started placing a focus on corporate social responsibility, investments in CSR communication are on the rise and ESG is being applied, there is no dilemma that this festival “catches the moment”.

The Campaigns With Purpose Festival recognises, awards and encourages corporate social responsibility campaigns, in the belief that we really can change the world for the better by using the power of communication.

The title “Campaign With Purpose” is attached to a campaign that uses the power of communication to raise attention regarding a certain problem and even shows a way to solve that problem. A “Campaign With Purpose” is a campaign that’s dedicated to the welfare of children, people and society as a whole, focused on one of the 17 sustainable development goals (SDGs) of UN Agenda 2030.

The festival proclaims the three best CSR campaigns in Serbia: CAMPAIGN WITH PURPOSE GRAND PRIX and recognises purposeful campaigns by awarding the “Campaign With Purpose” title, with recipients receiving a statuette made from ecological materials, in the spirit of the Festival. The statuettes are presented

at the official award ceremony.

Decisions on awarding the title are made by Honoured Selectors (Jury) comprising professionals from all relevant sectors – corporate,

An initial focus on child welfare ensured that the festival welcomed sustainability even more, because sustainable development is in essence a battle for the survival of future generations

entrepreneurial, education, media and psychology.

Many socially responsible companies and agencies have so far participated in the festival, with the best campaigns awarded. However, even more companies are expected to join and start creating CSR communication campaigns for the betterment of all.

An initial focus on child welfare ensured that the festival welcomed sustainability even more, because sustainable development is in essence a battle for the survival of future generations.

Alongside the festival, “Campaigns With Purpose” also represents a CSR communication platform that encourages efficient CSR communication. It has also established a spring edition of the festival, under the title “WARM UP”, which is dedicated to learning new, innovative and unique ways of thinking and creative techniques that help create impactful communication.

The first WARM UP Festival was held in 2022 and the second took place in March 2023. International guest speakers offered us ways to solve ecological problems in Serbia by using only our creativity and thinking.

“Campaigns With Purpose” is also a CSR Concept Incubator that offers consultancy services and the creation of efficient CSR communication, organising tailor-made workshops for creative thinking and learning.

Tijana Adamov Ignjatović, Founder of Campaigns with Purpose and Yellow Pants – Initiative for Childhood Study and CSR Concept Incubator

Agribusiness Potential YetToBeExploited

Record-breaking budget allocations for the agricultural sector will mark this year. Alongside its regular incentives, the Ministry is systemically supporting the development of this sector through further digitalisation, automating certain processes and encouraging young farmers to enter this sector, which needs revitalising with young people and to turn to more complex production stages

Agriculture of Serbia Project, which the Ministry is implementing together with the World Bank.

The introduction of the eAgrar system is certainly one of the priorities for this year, and it will serve to further accelerate the processing of requests, thereby creating conditions to ensure that all cases received throughout the year can be paid in the same year.

Providing sufficient amounts of food is among our most basic tasks, as is the case in all other countries in the situation that the world currently finds itself in. The State of Serbia has shown, even under extremely difficult circumstances, that it reacts quickly and effectively, and that it takes the right measures in moments of crisis.

Our citizens didn’t feel basic foodstuff scarcity or any other shortages – we didn’t have empty shelves, unlike some countries in the neighbourhood. And in future we will continue to react in accordance with the situation and continue providing additional and timely measures.

Agriculture has always been among the Serbian economy’s key sectors, and it has become increasingly clear since the outbreak of the conflict in Ukraine that food is a factor of security and the ability of the country to guarantee regular supplies and price stability under conditions of great turmoil on the global market. We discussed these topics with Agriculture, Forestry and Water Management Minister Jelena Tanasković.

What kind of place does agriculture occupy in this year’s budget?

I am proud of the fact that the Ministry of Agriculture has a record budget for this year,

amounting to 80 billion dinars. The lion’s share of those resources are intended for improving production and increasing the stability of income for producers.

Total subsidies in agriculture, with all sources of financing, amount to 68.7 billion dinars, which represents 87% of the budget of the Ministry of Agriculture, Forestry and Water Management for 2023 and 35% of total subsidies of the Republic of Serbia.

Alongside direct payments, for which we’ve earmarked 46.9 billion dinars in 2023, a total of eight billion dinars has been set aside for rural development measures, 6.3 billion dinars for IPARD, and 2.2 billion dinars for the Competitive

Incentives for young farmers have long since existed in the budget, which is particularly important given that the structure of our agriculture households includes a large number of elderly people. How popular are these subsidies for young people and in what other ways do you encourage young, educated people to enter this sector?

Young people are a category that we pay special attention to within the framework of national measures and the IPARD programme, and we have identified them specifically as being a crucial factor in the continued survival and development of Serbian agriculture. Thus, for example, young producers can take advantage

YOUNGSTERS

Young people are a category that we pay special attention to within the framework of national measures and the IPARD programme, and we have identified them as a crucial factor in the continued development of Serbian agriculture

of subsidised loans with an interest rate of just one per cent, and an average of a third of these loans are awarded precisely to them. They also have an advantage when it comes to the points system and ranking to receive incentives from the national budget, as well as when applying for the IPARD programme.

Under the scope of the IPARD II programme, young people could count on incentives 5% higher compared to all other categories (65% of total eligible investment costs) within the framework of Measure 1, which is intended for investments in constructing and equipping facilities and in procuring agricultural machinery and mechanisation for primary agriculture production.

In the next programme cycle, IPARD III, young people will be able to count on even more significant support amounting to as much as 70% of their total costs, and this will also be extended to Measure 7, intended for rural tourism.

They also have funds at their disposal within the framework of the Competitive Agriculture of Serbia Project, which is being implemented by the Ministry of Agriculture and the Government of Serbia in cooperation with the World Bank.

How much has the IPARD programme contributed to improving and modernising the agricultural sector?

The IPARD programme’s contribution is best reflected in the number of paid beneficiaries of IPARD support. From the start of IPARD II programme implementation until the end of 2022, 645 beneficiaries received IPARD support and implemented their investments successfully.

Through Measure 1, as many as 582 beneficiaries modernised their production processes in the domain of primary agricultural production thanks to supported investments totalling 33.1 million euros. In the area of agricultural product processing, 63 beneficiaries modernised their production through Measure 3, with the value of supported investments totalling 14.2 million euros.

Among the most strongly represented sectors within the scope of primary agriculture are the ‘other crops’ sector, followed by the ‘fruits and vegetables’ sector, which is the

EXPORT

We can offer and export much more in the fruit and vegetable production sector, and in the processing of fruits and vegetables. We must export more processed products and that will be in our focus during the following period

most strongly represented when it comes to processing agricultural products.

Investments worth 27.5 million euros of public support in the procurement of machinery, equipment and mechanisation were realised by 561 beneficiaries within the scope of primary agriculture. The dominant investment type within the framework of Measure 1 relates to the procurement of new tractors, in which 406 beneficiaries purchased new tractors with a total combined value of 14.1 million euros of public support.

DEVELOPMENT

The Ministry implements numerous measures that can be included under “smart agriculture”, from the encouraging of scientific development to the digitalising of administrative processes

Agricultural advisory services (PSSS) represent an important partner in activities linked to the IPARD programme, which is reflected primarily through its direct work with potential IPARD beneficiaries. It is for this reason that educational workshops for advisors, covering all accredited measures of the IPARD programme, are held each year.

In the period ahead, each PSSS will hire an economist in order for us to bring IPARD even closer to agricultural producers and provide them with support in applying for funds.

The Ministry has a strategic orientation towards increasing exports of high-quality food products with added value. How much are these kinds of products included in the existing structure of agricultural product exports and what measures are you implementing to increase their participation?

Are we utilising all the opportunities IPARD offers or is there a need here for farmers to receive additional education?

We definitely aren’t sufficiently utilising the opportunities we’re provided by this programme and I consider that we could use these funds much more, and more efficiently. The IPARD programme offers a wide range of opportunities through accredited measures and, in this regard, it is essential to educate potential beneficiaries of IPARD support in order for us to take full advantage of the funds intended to help our country achieve European Union standards in agriculture. The Ministry of Agriculture, Forestry and Water Management organises informative workshops and education intended for potential users of IPARD support, as well as consultants and advisory services, thereby raising awareness among all interested parties regarding the possibilities of financing through the IPARD programme. Moreover, promotional activities for the IPARD programme are also conducted continuously via social media.

Organic production is oriented towards export and last year achieved a record export value of 68.5 million euros. During the last year we exported organic products mostly to Germany, the U.S., the Netherlands, Austria etc.

Since 2013, which saw the adoption of the Law on Incentives in Agriculture and Rural Development, there has been a growth trend in terms of the budget intended to support organic production through incentives for organic plant production and organic livestock production per head of livestock.

The 2022 budget for organic production amounted to 577.7 million dinars, which was more than double the budget for 2021.

When it comes to wines with indications of protected geographical origin, the Ministry of Agriculture implements an array of measures aimed at increasing their participation in total wine production.

According to data from the Winery Register, the production of wines with protected geographical origin was up 19.6% in 2021 compared to the previous year, while it was 9.6% higher compared to the last five-year average.

I don’t consider all of this to be enough and believe that we can offer and export much

The parameters for an eID number have so far been downloaded by more than 240,000 agricultural producers, and that number itself tells you that Serbian farmers are ready for the new era in agriculture, which will bring the most benefits primarily to them

more. Here I’m referring primarily to the fruit and vegetable production sector, but also the processing of fruits and vegetables. We mainly export raw materials, with processed products exported less, and we must work on this seriously, which is why it will be in our focus during the following period.

eAgrar is undoubtedly among the most promising new additions. What should it bring to farmers specifically? How prepared are they for this transition to digital solutions, in terms of digital literacy?

Thanks to eAgrar, our farmers will be able to monitor the status of their operations online at any time and complete administrative tasks from home, from their farmstead, while they will also be able to quickly spot anything irregular and intervene immediately.

This new system will bring multiple advantages, such as the faster processing of requests and shorter waiting times for payments – to be forthcoming in the year in which requests are submitted.

The parameters for an eID number have so far been downloaded by more than 240,000 agricultural producers, and that number itself tells you that Serbian farmers are ready for the new era in agriculture, which will bring the most benefits primarily to them.

Registrations in the agricultural holdings electronic register (eRPG) began on 20th March and mark the next step in the introduction of the eAgrar system, which will start operating in early April. Over 8,000 farms were registered on the first day alone.

Although we are satisfied with the response of farmers of all generations, we have certainly provided them with additional support from the agricultural advisory services that cover the entire territory of Serbia. Our PSSS advisors are always available to them, and we will likewise organise field visits for the oldest farmers and those who are unable to come to PSSS for some reason, practically “bringing” eAgrar to their doorstep.

Farmers can also access all information free of charge by calling 0800-106-107.

You’ve announced the preparation of the new Law on Wine and other products made from grapes and wine, as well as the harmonisation of our legislation with that of the EU. What new additions should we expect?

The basic goals that we want to achieve with

Registrations in the agricultural holdings electronic register (eRPG) began on 20th March and mark the next step in the introduction of the eAgrar system, which will start operating in early April. Over 8,000 farms were registered on the first day alone

the new law are: harmonisation with current valid EU regulations and requirements in this area; enabling private individuals to engage in wine production under certain conditions, as well as those not registered in the Business Registers Agency (colleges, schools, monasteries etc.), thereby enabling their inclusion in legal production and control processes; protecting producers of domestic grapes by banning the production of wine from raw materials sourced from other countries; introducing viticultural climate zones and winery records aligned with EU requirements; introducing a system of supplementary documents that accompany shipments of wine in accordance with EU procedures; and

facilitating and improving the production of wines with protected geographical origin in accordance with EU regulations.

We are increasingly seeing capital shifting to agriculture, especially when it comes to vineyards, organic production and other agriculture sub-sectors. What kind of quality do these investments bring when it comes to the applying of new agrotechnical measures and innovations?

Viticulture and winemaking are very important economically in many countries. Taking into consideration the fact that large investments are needed to construct vineyards and wine cellars, procure equipment etc., it is essential to also have the proper application of new agrotechnical measures and knowledge in cultivating grapes and producing wine, with the aim of producing a product that will be competitive on the market. The new influx of capital in the domain of viticulture and winemaking contributes to raising production standards and wine quality.

Considering the rapid growth of the organic food market, organic production will play a significant future role in the overall development of agriculture and the food industry in Serbia.

It is for these reasons that the Ministry of Agriculture of the Republic of Serbia monitors trends and tries to include all new technologies in our regulations in a timely manner. We also cooperate with and provide support to our scientific institutions in this area, such as the Biosense Institute, which is among the smart agriculture pioneers in Serbia, while we are also working in a big way on the automation of anti-hail stations, which also represents a new and precise form of crop protection technology.

One other extremely important aspect of innovative solutions in agriculture is that they stand out in particular when it comes to their contributions to reducing negative environmental impacts. Moreover, smart agriculture can help when it comes to improving the overall quality and safety of the food we eat.

The process of digitalising administrative processes can also ultimately be included under smart agriculture. As you all already know, the Ministry is working intensively on the introduction of the eAgrar system, which will start operating this spring.

This system will contribute to saving time and resources, while it will also speed up the processing and paying of subsidies.

INTERVIEW JELENA TANASKOVIĆ , MINISTER OF AGRICULTURE, FORESTRY AND WATER MANAGEMENT

BiorationalAgriculture With Certis Belchim

Certis Belchim is a subsidiary of Japanese company Mitsui & Co. Ltd., a branch of Mitsui AgriScience International SA/NV. Together with four major Japanese R&D companies, it enables Certis Belchim to further develop sustainable plant protection solutions

Constant striving towards a better and higher quality product represents the best route to achieving top results in any line of work, but particularly in the production of plant protection products. And here Belchim Crop Protection Country Manager Vladimir Vasojević explains why some companies are more successful than others, and why one should invest in research and trials.

Certis Belchim combines the strengths of two companies renowned for plant protection products. What has this brought you?

Certis Belchim combines the strengths of two prominent plant protection companies, which offers a richer product portfolio and additional resources for the provision of the highest level of technical support and customer service. Synergy and integration are unfolding according to a plan with predetermined dynamics. The new merged company will certainly strengthen the company’s position in terms of biorational, environmentally friendly products, satisfying the requirements of sustainable agricultural production.

Certis Belchim is a subsidiary of Japanese company Mitsui & Co. Ltd., a branch of Mitsui AgriScience International SA/NV. Together with Nippon Soda, ISK Biosciences, Kumiai and Mitsui Chemicals Agriculture, it provides Certis Belchim with a stronger market position. These companies bring innovative and exciting new solutions for plant protection, both to the world and our

region: Serbia, Montenegro, North Macedonia and Albania.

Your company has been adapting to all existing changes and challenges since its very inception. Is that particularly important today due to climate change, which has

a negative impact on yield quality and quantity?

Climate change impacts all branches of the economy, and agriculture in particular. The concept of ecologically sustainable and professional plant protection is based on the functional integration of conventional and

environmentally acceptable agriculture, alongside applicable biorational solutions in plant protection. Our company understood from the outset the essential element of conducting trials and the huge importance of the knowledge that results from the testing of products in real time, with all the challenges brought by climate change.That constant striving towards a better and higher quality product represents the best route to achieving top yields and superior product quality.

You presented several new products last year, together with your Japanese and European partners. Are you preparing something new for this year and next?

Certis Belchim develops professional, ecological solutions in all branches of plant production: viticulture, fruit growing, vegetable and field crop production. There are no small and large market segments or small and large producers for us, but rather only optimal, biorational and ecological solutions that can help increase the competitiveness of the agriculture of our region. This year we’ve once again presented several new products to our market that will soon represent the standard in plant protection. We have harmonised our operations, both locally and globally, with all increasingly stringent environmental and safety standards, through our programme of professional plant protection that aligns with the concept of precision agriculture. Through so-called biorational solutions, we are also working to make our products even safer.

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MANAGER – SERBIA, MONTENEGRO, NORTH MACEDONIA, ALBANIA, BELCHIM CROP PROTECTION

Constant striving towards a better and higher quality product represents the best route to achieving top yields and superior product quality

SLOBODAN CVETKOVIĆ, M.SC., CEO OF THE NOVI SAD FAIR

Our Fair Leads The Way By Connecting Leaders

The 90th edition of the International Agricultural Fair will be held in Novi Sad from 20th to 26th May, while this August will mark the centenary of the existence of the Novi Sad Fair, which represents an outstanding venue for exchanging experience, gathering information and establishing new business contacts, thereby creating conditions for the concluding of major business deals worth many millions

This year’s Agricultural Fair is expected to surpass last year’s – not only when it comes to the quality and number of exhibitors, but also in terms of visitor numbers. Last year’s fair attracted almost 140,000 visitors.

This year marks two great anniversaries for you. You are surely very proud and excited... It is a great honour, but also an enormous responsibility, to be at the helm of this extremely important institution that is celebrating a century of its existence. The Novi Sad Fair undoubtedly represents an exceptional venue for exchanging experience and information, and establishing new business contacts, and as such, creates conditions for the concluding of large business deals worth multiple millions. Over the course of its existence, the Novi Sad Fair has grown into a modern institution that is able to adapt quickly and efficiently to the requirements of economic flows and markets, and it has been an important driver of our country’s economy for almost a century.

The International Agricultural Fair is the largest and most important trade show of its kind in Central and Southeast Europe. Will this jubilee edition surpass all previous ones in terms of exhibitor numbers, the quality of exhibits and visitor numbers?

Judging by the number of interested exhibitors, we can say that everyone wants to be part of this special year for the Novi Sad Fair. Exhibitors from Hungary, the Netherlands, Bosnia-Herzegovina, Spain, Montenegro, Czechia, Belarus, Türkiye,

Judging by the number of interested exhibitors, we can say that everyone wants to be part of this special year for the Novi Sad Fair

Russia, Romania, Bulgaria, Denmark, Belgium, Pakistan and France have already expressed interest. We are preparing to stage the fair in open and closed areas and at Congress Centre “Master”.

In addition to all well-known segments, such as the Exhibition of Agricultural Machinery, the National Exhibition of Livestock and the Exhibition of Products with Added Value – exhibitions of organic products with indications of geographical origin, “Serbian Quality” and craft beer, which

are held under the auspices of the Ministry of Agriculture, Forestry and Water Management, there will also be professional and business meetings, Agri B2B meetings etc.

The Agricultural Fair represents a strong pillar of support to the Serbian economy, encouraging international cooperation, integrating science, knowledge and production, educating, promoting best practices... But is it correct to say that even all this doesn’t cover everything it provides?

I think that the Fair’s most important role is to connect leaders – to be the leader. We connect the most valuable that Serbia has to offer with the best from around the rest of the world. The Agricultural Fair is an important springboard for Serbian agribusiness on its path to conquering world markets, because it represents a strategic point that simultaneously brings together successful companies and successful individuals. Don’t forget that Novi Sad is a university centre with more than 20 faculties, the home of the local and regional headquarters of a large number of prestigious foreign companies, as well as a desirable tourist destination – and all of this guarantees the successful future of the Novi Sad Fair.

In my opinion, domestic agricultural production should be directed towards the IT sector and science, which means the engagement of science and practice. Farmers and scientists in Vojvodina have sufficient knowledge to create an abundance of high-quality food, and I personally believe that all food products and organic production represent chances for the development of our country.

BY ROBIN WILLOUGHBY

The Food-System Revolution Is Coming

Demographic, environmental, and consumer factors have brought the global agriculture sector to a crossroads. To avoid political hazards, decision-makers in government, industry, and civil society will need to heed the lessons from major transitions in other industries and start preparing

Disruption is coming to the agriculture sector. Around the world, livestock farmers are leaving the land, policymakers are targeting the harmful environmental and social effects of industrial meat production, and consumers are shifting away from meat to embrace healthier, more sustainable alternatives. With the sector approaching a crossroads, decision-makers in government,

industry, and civil society will need to heed the lessons from major transitions in other industries and start preparing.

The preparation will require a careful inventory of farmers, workers, and consumers’ needs. While farmers are growing older and leaving the land for other pursuits or retirement, the agriculture sector is struggling to attract new entrants – and not just in richer industrialised countries.

The question now is not whether there will be increased regulation of the livestock industry, but what shape and form it will take.

Farmers and companies alike should be prepared to adapt to changes that are now inevitable

For every farm manager under 40, there are three over the age of 65 in Europe; and from Sub-Saharan Africa to Asia, Latin America, and the Caribbean, the number of older people living in rural areas is increasing while the number of young people declines.

At the same time, farms are becoming larger, and small farm operations are being squeezed. Owing to the challenging economics of farming and the power of a small number of giant industry incumbents, farms are being consolidated in the name of efficiency and economies of scale. As a result, the European Union lost more than one-third of its farms, and 40% of its livestock farms, from 2005 to 2020. Policymakers are thus left to consider whether and how to protect family farms, and how to avoid the risks of animal-welfare violations, poor working conditions, and diseases that are inherent in industrial livestock farming.

Policymakers are also waking up to the compelling body of evidence about industrial meat production’s environmental harms. While agriculture accounts for nearly onethird of all greenhouse-gas emissions, livestock alone (particularly cattle) contribute nearly 15%. Moreover, animal agriculture is the main cause of deforestation and biodiversity loss. Forests are razed to free up land not just for animal grazing, but also for the additional crops needed to feed those animals. Beef production alone takes up some 60% of land used for agriculture,

O ne need look no further than last year’s farmer protests in the Netherlands or New Zealand to see how abruptly climate policies can be disrupted when workers and communities feel left out

even though it contributes less than 2% of total calories consumed globally.

While livestock and agriculture have traditionally been excluded from most emissions-reduction schemes, policymakers in Denmark, the Netherlands, and New Zealand are already working to close this gap, and many other countries will soon follow suit. The question now is not whether there will be increased regulation of the livestock industry, but what shape and form it will take. Farmers and companies alike should be prepared to adapt to changes that are now inevitable.

Finally, consumers, too, are shifting away from meat and dairy. Over the past decade, the average person’s meat consumption has decreased by almost 17% in the United Kingdom and by 11% in Germany. Notwithstanding a recent slowdown, there is still growth in the uptake of alternative proteins – a food source that produces only a tiny fraction of the negative environmental and animal-welfare effects of traditional meat products.

Plant-based meat and milk sales are already trending up across the board in the EU, but also in countries like Thailand and South Africa. When these products reach taste and price parity with meat, their uptake by consumers could accelerate very quickly indeed.

Public policy also has a role to play. Livestock farming tends to be heavily subsidised in many countries, owing to the sector’s low margins and high levels of debt. As sales fall, declining revenue is likely to have significant welfare implications for farmers and other workers tied to the industrial meat-production systems.

Given the complexities of these interacting trends, policymakers and corporate leaders need to start getting in front of this issue now. The experience of other sectors that have begun decarbonising – not least energy – shows that a planned and guided transition is always better than an ad hoc, unmanaged process.

One need look no further than last year’s farmer protests in the Netherlands or New Zealand to see how abruptly climate policies can be disrupted when workers and communities feel left out. Unfortunately, we still have only a limited understanding of how best to integrate policy and corporate action to reduce food-system emissions while also protecting livelihoods. Since resisting change is not an option, policymakers and corporate leaders would do well to start thinking about how they will manage it in the coming years.