Telecom Industry Pushes Beyond Connectivity in Europe

Telecom operators across Europe are expanding their business models beyond traditional voice, messaging and data traffic. They are integrating services such as cloud computing, cybersecurity, data‑center infrastructure, artificial intelligence and digital platforms to meet growing user expectations for secure, personalized and seamless digital experiences.

Mobile data traffic is projected to nearly triple by the end of the decade, while global telecom revenue growth is expected to stay below 3 % annually. Companies are using AI to optimise networks, forecast congestion, automate processes and personalise services. The European Union is introducing regulations such as the NIS2 Directive, the AI Act and DORA to strengthen security, data‑management and system resilience, while demand for data‑center capacity in Europe could more than triple by 2030.

In Serbia, the integration of Yettel and SBB illustrates the move toward unified digital ecosystems, offering free banking services to over a million users and aiming to combine communication, entertainment, finance and other digital services on a single platform.