Electronic business in Serbia was the topic of the panel „Digital Wallet of Serbia“, held at our conference „Freedom and Reforms“.
Slobodan Marković from the Registry of National Internet Domain of Serbia, who also moderated this panel, said that electronic payment is not future of the world, but it’s present. „In Serbia this is not the case – in last six years number of companies that recieve orders via internet is stagnating at about 20%. Cause of this is combination of various factors: maladjusted regulation, lack of conciousness concerning possibilities of internet, and not being viable for internet sale“, stated Marković.
Director of „Limundo“, Olga Maksimović, believes however that digital trade in Serbia is on a rise. „Still, business structure for placement of goods in small firms is not good, that sellers do not comprehend particularities of e-trade, and are affraid of Consumer Protection Law as it allows return of products in two weeks without any explanation whatsoever“, said Maksimović and added that media image of internet in Serbia is also not brilliant and that good things happening in internet business are not spoken about enough.
Milena Krstić from „Aerokarte“ presented the situation in their sector: „Plane tickets are being sold well over internet portals. My advice for those who think about entering internet trading – set up your organizational structure properly first, then enter e-trading“.
Aleksandar Vacić, iOS developer, stated that he works in an industry which is completely digital and earns through app store, where he recieves 70% off of his products. „Main problem is how to be visible in a store with millions of apps. You need guerilla marketing, constant communication with people on social networks, bloggers, etc“, said Vacić and assessed that it would be much better if tax system for entrepreneurs such as himself was simplified.
Director of „Knjiški moljac“ agency, Milan Trbojević, assessed that some state regulations do not get along with business, and often problems come up with interpretation of business regulations by state agencies and inspections. „We need institutional pressure. Entrepreneurs are discouraged by these problems and they conclude that it is more profitable to open a firm abroad“, warned Trbojević.
Marko Ranković presented Telenor Bank – first online and mobile bank in Serbia. „Idea is that you can carry a bank in your pocket and complete all transactions. Services that we have offered to our clients are based on their needs“, said Ranković and showed great dissatisfaction with regulatory framework in this field.
„Law on Payment Services is very important for better functioning of electronic payment. According to current legislation only banks can deal with payment services. No one in Serbia can make a system such as PayPal due to this“, the panel concluded.