What A1 Srbija does

A1 Srbija d.o.o. Beograd is a private Serbian mobile and fixed-line telecommunications operator headquartered in Novi Beograd/Belgrade, founded in 2007 and operating as part of the A1 Group (which also runs telecom businesses in Austria, Croatia, Bulgaria, Slovenia, North Macedonia, and Belarus). It operates a 4G/5G mobile network — certified by Ookla as Serbia's fastest mobile network for five consecutive years through Q2–Q3 2023, with theoretical 5G peaks of 1.7 Gbps and coverage across major cities including Belgrade, Novi Sad, Niš, and Kragujevac — and a fiber-to-the-home service (OptičkiNet) at 300/150 and 600/300 Mbps, alongside fixed-wireless home internet (KućniNet), IPTV/OTT (Xplore TV, 80+ channels), and value-added services including MultiSIM/eSIM (first in Serbia for Apple Watch Cellular), VoLTE, A1 Net Protect security, Smart Home, cloud storage, and travel insurance via LAMIE/DDOR.

The company runs a dual-segment go-to-market: a consumer arm (Privatni) selling the A1 NEO postpaid tariff family (NEO Surf through NEO Ultra, roughly 799–4,499 RSD/month, all including 5G and Western Balkans roaming) plus prepaid plans, devices on 24- or 36-month installments, and bundled streaming (A1 Flex aggregates Netflix, SkyShowtime, FILMBOX+, HBO Max); and a business arm (Poslovni) offering Security, IoT, Cloud, Connectivity, IT Infrastructure, and VPN to SMB and enterprise customers, with a dedicated Moj A1 Biz portal and direct sales line. Distribution is omnichannel — owned retail stores, a1.rs e-commerce, the Virtuelna prodavnica live-video store, A1 Partnering authorized resellers, and the Moj A1 self-care app — and the company holds ISO 14001, ISO 45001, and GDPR-aligned compliance certifications.

Revenue mechanics are predominantly subscription-based across postpaid, prepaid, and fixed-line contracts, supplemented by device hardware sales (smartphones, smartwatches, accessories), usage-based roaming and international calling, and a growing layer of value-added services. Recent strategic activity includes acquisitions of Conexio (November 2024) and DEX (May 2026), and preparation for Serbia's 5G spectrum auction launched by RATEL in September 2025, with rollout commitments of 1,000+ 5G base stations within two years covering 22 cities, major transport corridors, and the Belgrade Expo 2027 site, partnered with Ericsson and Nokia as equipment vendors. Leadership is led by CEO Dejan Turk.

Name

A1 Srbija

Legal name

A1 Srbija d.o.o. Beograd

Website

https://a1.rs

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

A1 Srbija is a private Serbian mobile and fixed-line telecom operator (part of A1 Group) serving consumer and business customers with 4G/5G mobile, fiber internet, IPTV, and a bundled ecosystem of streaming, smart home, security, and insurance services.

Ownership category

akta.pro rank

Headquarters

HQ city

Novi Beograd

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Mobile Postpaid Subscriptions: Monthly recurring subscriptions for postpaid mobile plans (NEO Surf, NEO 10, NEO 50, NEO Super, NEO Pro, NEO Ultra, and others). Subscribers pay a fixed monthly fee and receive bundled minutes, SMS, and data. All plans include 5G access at no extra charge. Devices can be purchased on 24- or 36-month installment plans bundled with the subscription.
2. Mobile Prepaid Plans: Prepaid mobile service with monthly data plans (Mini, Klasik, Klasik Plus) and top-up options. Includes roaming in the Western Balkans at national rates. One-time credit purchases and recurring monthly plan renewals.
3. Fixed Internet and TV (OptičkiNet): Fixed optical fiber internet (FTTH) with TV packages (Duo Plus including HBO channels). Sold on 24-month contracts. Speed tiers: 300/150 Mbps and 600/300 Mbps. Includes promotional pricing during contract period.
4. KućniNet (Fixed Wireless): Fixed wireless home internet using 4G network at a specific address. Unlimited surfing with speed reduction to 2 Mbps after data allowance. Speed boost add-ons (Brzi Net) available for purchase.
5. Value-Added Services and Add-ons: Additional charges from VAS services (parking, SMS voting, content downloads), tariff add-ons (extra data packages such as Brzi Net 50/100 for home internet, VoLTE add-on), and premium services like MultiSIM (349 RSD/month post-trial), A1 Net Protect, and travel insurance (daily premium).
6. Roaming and International Calling: Roaming charges for usage outside Serbia, including special roaming add-on packages for non-European destinations. In Europe, postpaid subscribers receive included roaming data as part of their plan. International calling rates apply to calls made to numbers outside Serbia while in the country.
7. Device and Accessory Sales: Retail sales of smartphones (Apple, Samsung, Xiaomi, Honor, Huawei, Motorola, etc.), smartwatches (Apple Watch, Samsung Galaxy Watch, Huawei Watch), gadgets (air purifiers, electric scooters, robot vacuums), and accessories. Devices sold on installment (24 or 36 months) or with 10% immediate payment discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels12 records

Core offering

A1 Srbija is a Serbian mobile telecommunications operator providing postpaid and prepaid mobile voice and data services over its 4G/5G network, fixed-line fiber and wireless home internet, IPTV/streaming bundles, and a suite of add-on digital services (security, cloud, smart home, travel insurance, MultiSIM). It serves individual consumers via the Privatni portal and business/enterprise customers via the dedicated Poslovni portal, distributing services through its own retail store network, online store, virtual store, and authorized dealer partners.

Product overview

A1 Srbija is a Serbian telecommunications operator offering a comprehensive, multi-product service portfolio centered on mobile voice, data, and fixed-line internet. Its core offering consists of postpaid (A1 NEO tariff family: NEO Surf, NEO 10, NEO 50, NEO Super, NEO Pro, NEO Ultra) and prepaid mobile plans operating on a 4G/5G network (A1 Ultra 5G). Fixed-line services include A1 OptičkiNet (fiber optic at 300/150 and 600/300 Mbps) and A1 KućniNet (fixed wireless home internet). The product line extends into content and digital services — A1 Flex (streaming bundles with Netflix, SkyShowtime, FILMBOX+, HBO Max), Xplore TV (IPTV with 80+ channels), and Smart Home (connected device ecosystem with sensors, cameras, and smart plugs). Add-on services span roaming, travel insurance (Pametno Putno Osiguranje via LAMIE/DDOR), device insurance, MultiSIM/eSIM for multi-device usage, and security solutions (A1 Net Protect, A1 Net Protect Max). Customer self-service is delivered through the Moj A1 app (iOS/Android/Huawei) and Moj A1 Biz portal, while the A1 Virtuelna Prodavnica provides live video shopping. For business customers, A1 offers Security, IoT, Cloud, Connectivity, IT Infrastructure, and VPN services.

Differentiator

Problem solved

Functional benefit

Brands

• A1 Flex: Streaming service bundling platform allowing combination of two streaming services for 1,299 dinars monthly
• Xplore TV
• Moj A1
• KućniNet
• OptičkiNet
• A1 Net Protect
• A1 Cloud

Products and services

• A1 Postpaid (NEO Tariffs) Monthly recurring postpaid mobile subscription plans offered to individual consumers in Serbia, providing voice minutes, SMS, mobile data allowances, 5G network access, and bundled roaming. Subscribers can finance devices over 24 or 36 monthly installments.
• A1 Prepaid Pay-as-you-go mobile service with monthly prepaid plans, top-up credits, and roaming options including Western Balkans RLAH for consumers who prefer no-contract mobile connectivity.
• A1 Ultra 5G Network 5G mobile network service certified by Ookla as Serbia's fastest mobile network for five consecutive years, offered to consumers and businesses as the underlying transport for postpaid and prepaid plans.
• A1 OptičkiNet (Fiber Internet) Fiber-optic fixed broadband internet for residential customers with two speed tiers (300/150 Mbps and 600/300 Mbps), available with multi-year contracts and optional TV package including HBO linear channels.
• A1 KućniNet (Fixed Wireless Home Internet) Fixed wireless home internet using the A1 4G network, targeted at households without fiber availability; provides unlimited surfing with throttled speeds after the data allowance and purchasable speed boost add-ons.
• Xplore TV (IPTV/OTT) Television streaming service offering 80+ live channels, catch-up viewing, and cloud DVR with up to 50 hours of recording, accessible across smart TVs, web, and mobile apps for residential subscribers.
• A1 Flex (Streaming Bundle) Subscription bundle allowing postpaid subscribers to combine two streaming services (Netflix, SkyShowtime, FILMBOX+, or Xplore TV) for a flat monthly price, with the option to swap the combination monthly.
• MultiSIM / eSIM Connectivity service that lets subscribers use one phone number across multiple devices (smartphone, Apple Watch, tablet) at the same time via eSIM technology, including standalone Apple Watch Cellular connectivity.
• Pametno Putno Osiguranje (Smart Travel Insurance) Travel insurance service underwritten by DDOR and brokered by LAMIE, sold through A1 channels, covering medical expenses and assistance abroad with auto-activation when crossing the Serbian border and roaming data included.
• A1 Net Protect Plus Network-based security add-on for subscribers that scans the A1 mobile network every 15 minutes and blocks access to malicious websites across all devices tethered to the network.
• A1 Net Protect Max Premium cybersecurity subscription for consumers providing identity monitoring, parental controls, gaming mode, and cross-network protection for up to 10 devices (including non-A1 lines) on mobile and Wi-Fi networks.
• Smart Home Connected-home platform with bundled IP cameras, motion, smoke, and leak sensors, smart plugs and switches, controlled through a dedicated app on iOS and Android for residential customers.
• Business Solutions (Poslovna Rešenja) Suite of enterprise-grade managed services for business customers covering Security, IoT, Cloud, Connectivity, and IT Infrastructure, delivered through the Poslovni portal and dedicated business sales team.
• Business VPN Managed VPN service for business customers providing secure site-to-site and remote-user corporate connectivity over the A1 network.

Quantifiable outcome

• 5 consecutive years as Serbia's fastest mobile network (Ookla Speedtest Intelligence, Q2-Q3 2023)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature10 records

Partnerships

Ten partnerships are on record, tiered core.

• LAMIE (Društvo za zastupanje u osiguranju)coreStrategic or Co-development Partner · 1 July 2021LAMIE is A1 Srbija's partner for Pametno Putno Osiguranje (Smart Travel Insurance), providing travel insurance products to A1 subscribers. Registration is done via A1 channels (Moj A1 app, A1 store, Virtual Store, online store), and claims are handled by LAMIE's 24/7 customer service. DDOR osiguranje is also mentioned as the insurance underwriter for this product.
• DDOR OsiguranjecoreStrategic or Co-development PartnerDDOR osiguranje serves as the insurance underwriter for A1 Srbija's Pametno Putno Osiguranje (Smart Travel Insurance) product, working in conjunction with LAMIE as the insurance broker/agent.
• NetflixcoreTechnology or IntegrationNetflix is offered as an add-on service through A1 postpaid tariffs. Subscribers can activate the Netflix add-on and pay through their A1 monthly bill. Available to all postpaid customers as part of A1's streaming bundling strategy.
• SkyShowtimecoreTechnology or IntegrationSkyShowtime streaming service is available as an add-on through A1. First 3 months are free for A1 subscribers who activate the add-on. Part of the A1 Flex bundled streaming ecosystem.
• HBO Max (and HBO linear channels)coreTechnology or IntegrationHBO Max streaming service and HBO linear channels (HBO, HBO 2, HBO 3) plus Cinemax and Cinemax 2 are bundled with A1 OptičkiNet Duo Plus and Xplore TV Plus packages. HBO Max add-on is activated through A1 channels.
• FILMBOX+ StreamcoreTechnology or IntegrationFILMBOX+ Stream is offered as part of A1's streaming service portfolio, available through A1 Flex (bundled with one other streaming service) or as a standalone add-on.
• A1 Flex (Streaming Aggregation)coreTechnology or IntegrationA1 Flex is A1's own bundled streaming platform that aggregates Netflix, SkyShowtime, FILMBOX+, and A1 Xplore TV into a single subscription at 1,299 RSD/month for 2 services. This is a proprietary aggregation service enabling A1 to offer combined streaming packages.
• EricssoncoreTechnology or IntegrationEricsson is mentioned as one of the network equipment vendors preparing Serbia's 5G network alongside Nokia. As A1 Srbija's infrastructure partner, Ericsson likely supplies 5G radio and core network equipment for A1's network modernization.
• NokiacoreTechnology or IntegrationNokia is mentioned alongside Ericsson as a network equipment vendor preparing Serbia's 5G network. Nokia supplies 5G infrastructure equipment to operators preparing for the Serbian 5G spectrum auction and deployment.
• ApplecoreTechnology or IntegrationApple is a key device and ecosystem partner. A1 was the first Serbian operator to offer Apple Watch Cellular with MultiSIM service. iPhone devices are a major part of A1's device portfolio, sold on installment plans. Moj A1 app is available on the Apple App Store.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yettel Srbija: Yettel Srbija (formerly Telenor Srbija, owned by PPF Telecom Group) is one of A1 Srbija's two principal mobile network competitors in the Serbian market. It offers comparable 4G/5G postpaid and prepaid plans, fiber, and TV bundles, making it the closest head-to-head competitor on consumer mobile ARPU.
• Telekom Srbija (mts): Telekom Srbija, operating under the mts brand, is the state-owned incumbent and historically largest telecom operator in Serbia. It competes directly with A1 across mobile, fixed, IPTV, and B2B services, and is the principal incumbent A1 must displace in share-shift scenarios.
• A1 Bulgaria (A1 Bulgaria EAD): A1 Bulgaria is another A1 Group operator with the same corporate playbook, premium tariff positioning, and converged mobile/fiber/TV portfolio. Highly comparable as a regional peer under the same group with parallel product and technology choices.
• A1 Hrvatska: A1 Hrvatska is the Croatian sister operator of A1 Srbija within A1 Group, operating the same product playbook (NEO-style tariffs, A1 Flex streaming bundles, Xplore TV-style IPTV, MultiSIM). Closely comparable on business model, technology stack, and GTM motion; differences are primarily geographic.
• SBB (United Group): SBB is Serbia's leading cable and fixed broadband operator, part of United Group. It competes most directly with A1's OptičkiNet fiber and Xplore TV IPTV offerings, and increasingly bundles mobile via partnerships — making it a converged-services competitor.
• A1 Slovenija (A1 Slovenija d.d.): A1 Slovenija is the Slovenian member of A1 Group, offering mobile, fixed, and TV services under the same brand architecture and product naming as A1 Srbija. Directly comparable on portfolio, pricing model, and customer experience design.

Broad incumbents

• Vodafone Group: Vodafone is a global telecom incumbent with presence across multiple European markets. While not a direct Serbian competitor, it operates comparable mobile, fixed, and B2B service portfolios and serves as a strategic reference point on converged operator benchmarks and digital services strategy.
• PPF Telecom Group (Yettel parent): PPF Telecom Group operates Yettel networks across Serbia, Hungary, Bulgaria, and other CEE markets. Indirectly comparable as the parent of A1 Srbija's main mobile competitor (Yettel Srbija) and as a peer group operator with similar scale and footprint across Central and Eastern Europe.
• A1 Austria (A1 Telekom Austria): A1 Telekom Austria is the flagship and largest operator in A1 Group, providing mobile, fixed, TV, and B2B services across Austria. While not a direct geographic competitor to A1 Srbija, it is the group's lead operating entity and a benchmark for technology, product strategy, and converged services roadmap.

Regional players

• Magyar Telekom (T-Mobile Hungary): Magyar Telekom, majority-owned by Deutsche Telekom, is a converged mobile/fixed/TV operator in Hungary with a similar product portfolio to A1 Srbija. Comparable as a CEE regional incumbent, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/a1_srbija
• YouTubeyoutube.com/channel/UCb5N4LJqI5hAAS65i6D-_Ag
• Facebookfacebook.com/A1Srbija.rs
• LinkedInlinkedin.com/company/a1-srbija-d-o-o
• Instagraminstagram.com/a1srbija

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A1 Srbija