Interview: Sandra Štajner,
Chief Communications Officer Telenor Serbia

Investing in Technology and People

"Telenor Serbia got about 1,000 employees from Mobi 63 and their equipment and network. At the same time, we invested 15,3 million Euros in equipment and in the beginning of January we signed pre-contract for an additional 40 million Euros. The telecommunication industry is very dynamic and it is necessary to invest in new technologies


By MARKO ANDREJIĆ
from Belgrade, SERBIA


The Norwegian telecommunication company Telenor officially started its work in Serbia on September 1, 2006, that's the date when all the papers were signed and the money was transferred. The Telenor brand in Serbia was established in only two months and today, seven months later, this company is in the middle of its strong marketing campaign, presenting new products and bringing innovation to the local market. Generally, they are very satisfied with the results achieved so far in Serbia and with the fact that investment was made here.

- I believe there is enough space for growth and development in this country because the Telenor strategy is long term, for at least 10 years. That's very important to mention because Telenor is the highest investment ever made in Serbia and people's expectations from our company are just as high - says for WAVE magazine Sandra Štajner, Chief Communications Officer of Telenor Serbia. Telenor Serbia got about 1,000 employees from Mobi 63 when they bought the company as well as equipment and network. - At the same time, we invested 15,3 million Euros in equipment and in the beginning of January we signed pre-contract for an additional 40 million Euros. In the administrative period of one year, covering the transition from Mobtel to Mobi 63, there were no investments made in the telecommunication industry and it was necessary to invest in new technologies. That's where Telenor is now able to use things on a global level and we know the compatibility and specific possibilities for use in every country and region is very important.

This company works in 13 countries - Norway and Scandinavian countries, Hungary, Austria, Serbia, Montenegro, Ukraine, Russia in Europe and Bangladesh, Thailand, Malaysia, Pakistan in Asia. It really is the symbol of globalization.

- Business relations with Telenor global partners are very important. We have much better conditions and overview than some local operators. It's important to have support from the top management and engineering team which chooses the best technology applicable to existing network and other conditions. Also we believe it's very important to invest in people and human resources. About 200 new people were employed in the last six months and the education is the main thing, as we want to give this opportunity to both old and new employees to improve their knowledge. Today in Serbia there is a lack of good management because it wasn't developing in the last decade, so we are very dedicated to education.

Advertising and marketing campaigns are very strong and it seems like very big money was invested in billboards, commercials, announcements. You will find the Telenor logo in every corner on the street.

- We started working officially on September 1st, 2006 and until the end of October we succeeded in creating the Telenor brand in Serbia, what's really unbelievable in other conditions - says Sandra Štajner. - Lots of work, analysis and preparations have been done for bringing the brand to life, in the way it works globally and the way it should work best. Our offer is always fresh and new, phones, different tariffs, new web portal with information for everybody...

Telenor also brought something new in business behavior with their coming to Serbia. It wasn't very usual for companies here to present public reports, annual, quarterly and all other financial things... and that's something good coming from the global level to the local one.

- At the global level, Telenor is owned by hundreds of shareholders everywhere. Of course, the majority still belongs to the Norwegian state, but every company of this type has the obligation to present its reports and that's very important for partners, brokers, investors and for making plans and strategy for the future.

But Telenor is not thinking only of earning money. With coming to the new markets, it takes the responsibility of being a good member of the community and the actions, like donation for humanitarian action "Safe Women's House" together with RTV B92, shows their intentions.

-An exclusive information for WAVE magazine is that we just founded Telenor Foundation and more details will be presented at the end of April. The strategy of company in this section is not just giving money, it's being an active partner in actions important to the community and with visible results, of course. We decided to approach three topics for our future Foundation work: Education and Youth, Culture and Arts and the groups with special needs. We know that young people in Serbia don't travel abroad so often and we are planning to organize some visits to other Telenor companies in the world. Also we are going to give some scholarships for the best students in some faculties. In culture we want to support innovation and the decentralizing of cultural events; we also realized that hunger and poverty are the big problems today and we want to help solve that.