Yettel.Srbija

What Yettel.Srbija does

Yettel Srbija is a Serbian telecommunications operator headquartered in New Belgrade (Omladinskih brigada 90, 11070), operating as a wholly-owned subsidiary of e& (formerly PPF Telecom Group / Etisalat), itself listed on the Abu Dhabi Securities Exchange. Formed from the 2018 rebranding of Telenor Serbia and the subsequent 2023 merger with SBB (Serbia Broadband), the company offers an integrated portfolio spanning postpaid and prepaid mobile tariff plans (Yettel Start i Surf at RSD 1,499/month through Yettel Mobile XL at RSD 3,599/month), optical fiber internet (Hipernet), digital television, device sales with installment financing of up to 36 months, roaming across Europe, World, and Western Balkans regions, and adjacent services including mobile and home internet, device insurance, extended warranty, cybersecurity add-on (Safe Net), and the lifestyle Yettel Zelene Staze trail application. Core technology comprises a 4G/5G mobile network, SBB-inherited optical fiber infrastructure, and a multi-platform mobile application (iOS, Android, AppGallery) that functions as the primary self-service channel for billing, consumption monitoring, service activation, and personalized offers.

Name

Yettel.Srbija

Legal name

Yettel d.o.o. Beograd

Website

https://yettel.rs

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Yettel Srbija is a Belgrade-based integrated telecom operator serving Serbian consumers and businesses with mobile, optical internet, digital TV, banking (Yettel Bank), and device financing services, operating under e& (formerly PPF Telecom Group).

Ownership category

akta.pro rank

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Subscription Services: Monthly subscription fees from postpaid tariff packages (Yettel Mobile, Yettel, Yettel Start i Surf) providing voice, SMS, and data services. Revenue generated through recurring monthly charges with various tier options.
2. Prepaid Services: Prepaid credit purchases for pripejd (prepaid) subscribers who top up airtime for voice, SMS, and data usage.
3. Device Sales: Sales of mobile devices (smartphones, tablets) with installment plans up to 36 months. Devices include premium brands like Apple, Samsung, Xiaomi, Motorola, Honor, ZTE.
4. Roaming and International Services: Revenue from roaming charges for international travel and roaming add-on packages for Europe, World, and Western Balkans regions.
5. Optical Internet and TV Services: Following merger with SBB, Yettel offers optical internet (Hipernet) and digital television services bundled with mobile packages.
6. Yettel Shopping Platform: Digital coupon and discount platform with over 200 partner brands, generating revenue through partnership commissions and promotional fees.
7. Digital Services and Add-ons: Additional revenue from tariff add-ons, insurance services, extended warranties, and digital content services like HBO Max, SkyShowtime, Voyo, Bookmate, Deezer.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Yettel Srbija is a Serbian telecommunications operator providing mobile voice, SMS, and data services through postpaid and prepaid tariff plans, along with fiber-optic internet, digital television, and integrated banking services via Yettel Bank. The company serves individual consumers and business customers with dedicated portals, fleet management, and ICT solutions, complemented by a multi-channel retail and digital distribution network.

Product overview

Yettel Srbija is a Serbian telecommunications operator offering a unified portfolio of mobile and fixed-line services, digital television, and fintech products. The core consumer offering centers on postpaid tariff plans (Yettel Start i Surf, Yettel, and Yettel Mobile with M/L/XL tiers) providing mobile voice, SMS, and data services, supplemented by prepaid options, mobile internet, and fiber-optic internet. The company expanded into financial services via Yettel Bank, providing current accounts, banking cards, and device financing. A comprehensive mobile app serves as the primary self-service channel for account management, bill payment, service activation, and app-specific features including Parking Serbia, Yettel Shopping (partner deal aggregation), and Yettel Petak (weekly scratch-to-win loyalty). Business customers are served through dedicated tariff packages, the Biznis portal for fleet and spend management, fixed-line solutions, digital services, and wholesale telecom services.

Differentiator

Problem solved

Functional benefit

Brands

• Yettel Bank: Banking services including accounts, cards, and financial services
• Yettel Shopping
• Yettel aplikacija
• Yettel Sve
• Yettel Zelene Staze
• Yettel Petak

Products and services

• Yettel Mobile

Quantifiable outcome

• 100 RSD monthly discount on subscription for e-bill subscribers
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Serbia BroadbandcoreStrategic or Co-development Partner · 1 December 2025Acquired by e& PPF Telecom Group to expand presence in Central and Eastern Europe, now integrated with Yettel following the SBB merger.
• SBB (Serbia Broadband)coreStrategic or Co-development Partner · 1 January 2025Yettel completed merger with SBB (Serbia Broadband), enhancing its offerings in optical internet, digital TV, and ICT services including cloud, security, and AI technologies. The combination created an integrated telecom and media provider.
• Yettel Shopping Partners (200+ brands)minorGTM or Marketing Partner · 1 January 2024Over 200 brand partners on the Yettel Shopping digital coupon platform including Gigatron, Wolt, Planeta Sport, Delfi, Bebakids, Zepter, Air Serbia, ComputerLand, eKupi, and more. Partners provide exclusive discounts to Yettel customers through the app.
• GigatronminorGTM or Marketing Partner · 1 January 2024Electronics retailer partner in Yettel Shopping program offering up to 30% discount on purchases.
• WoltminorGTM or Marketing Partner · 1 January 2024Food delivery partner in Yettel Shopping platform providing promotional codes for discounts.
• DelfiminorGTM or Marketing Partner · 1 January 2024Book retailer partner in Yettel Shopping offering promotional codes for book purchases at Delfi bookstores.
• Air SerbiaminorGTM or Marketing Partner · 1 January 2024National airline partner offering up to 20% discount on Air Serbia flights for Yettel customers.
• Yettel Bank (Mobi Banka)minorStrategic or Co-development Partner · 1 January 2024Banking services offered through Yettel Bank including Bank Max, Bank Start, Bank Lite, and basic payment accounts. Integration allows bundled mobile and banking services.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Yettel Bulgaria: Another PPF/e& sister operation with identical Yettel branding and mobile-first product strategy. Highly comparable on tariff design, app-led self-service, and ecosystem monetization.
• A1 Serbia: Serbian arm of A1 Telekom Austria Group offering mobile, fixed internet, and TV. Competes head-to-head with Yettel in the Serbian consumer and SMB markets and is part of a regional CEE operator group.
• Yettel Hungary: Sister company under PPF Telecom Group / e&; offers the same Yettel mobile brand, tariff structure, and value-added services in Hungary. Closest comparable for operating model, GTM, and product portfolio.
• Telekom Srbija: State-owned incumbent Serbian telecom offering mobile, fixed, TV, and ICT services. Direct competitor to Yettel Srbija across every product category in the same geography, with the added advantage of state backing.

Broad incumbents

• Deutsche Telekom / T-Mobile: European telecom incumbent with mobile, fixed, and TV offerings across many markets. Comparable as a reference point for converged-bundle strategy, Magenta-style ecosystem plays, and CEE operating patterns.
• Vodafone: Global telecom incumbent with European mobile, fixed, and digital services portfolios. Comparable to e&/Yettel as a multi-country operator group, though at much larger scale and broader geographic footprint.
• Telenor (Norway/parent legacy): Former parent of Yettel Srbija (when it was Telenor Serbia). Telenor continues to operate mobile networks across the Nordics and Asia and represents the broader-incumbent reference point for Yettel's heritage operating model.

Regional players

• Vivacom (Bulgaria): Bulgarian converged operator (mobile, fixed, TV, ICT). Comparable to the post-SBB Yettel Srbija on convergence strategy and CEE market dynamics, though operating in a neighboring country.
• Orion Telekom: Serbian alternative fixed-line and broadband operator. Overlaps with Yettel's Hipernet fiber and digital TV offering post-SBB merger, though smaller and more focused on fixed-line access.
• m:tel (Bosnia & Herzegovina): Bosnian operator offering mobile, fixed, and TV across the Western Balkans. Comparable to Yettel on regional footprint, prepaid/postpaid mix, and convergence trajectory, though it does not directly compete in Serbia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/YettelSrbija_tw
• Facebookfacebook.com/YettelSrbija
• LinkedInlinkedin.com/company/yettel-srbija
• Instagraminstagram.com/yettelsrbija
• TikToktiktok.com/@yettel.srbija

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Yettel.Srbija