Digital Darwinism: Adjusted or disappear

Digitization in 2025 no longer just a fashion fly or strategic orientation – It has become an inexorable prerequisite for the market existence. It is no longer just a technical passage from analog into the digital worldbut for a radical transformation of work processes, business models and the entire organizational culture. As in podcast Technology giants emphasize Miha ŽerkoCEO of SRC, and Primož KucicDirector of Sales Business Market at Telekom Slovenije, digital transformation is no longer a question of the futurebut the present, who is not waiting for the late.

Pandemic as a relentless accelerator

According to Miha Žerko, the Covida-19 pandemic was a key catalyst catalytic convention, as it has consolidated development in just a few months. The new digital ecosystem, built on remote work, virtual meetings and cloud services, has become a new norm overnight. This leap, however, did not only bring tools; He put the leadership in the hands of a new, most precious raw material – data. A fatal question has been raised with them: how does this digital DNA of the company not only understand but turn it into a tangible competitive advantage? “Today, management has more data than ever before. The key question remains: how to use them to create new values? ”Žerko warns.

In doing so, the central role of assuming generative artificial intelligence (AI). This is no longer just a tool for automation of recurring tasks, it is becoming a strategic partner in business decision -making, personalization of services and even co -shaping public policies. Zerko emphasizes that her influence goes far beyond the economy – all the way to the management of the country.

Staffing and new user logic

Primož Kučič from Telekom Slovenije illuminates another, equally important side of the story: a pressing lack of staff. “There are not many qualified labor, so digitization forces optimization. More and more services can be provided with the same or smaller number of people. ”At the same time, the younger generations entering the market are expecting a flawless digital experience without the need for physical contact – from signing a contract to post -sales support.

Kučič is direct: “If you do not offer a digital channel, you are simply no longer relevant.” In such an environment, digitization is no longer just a competitive advantage, but a hygiene minimum, a necessary infrastructure for business.

Optimization or reinvation?

Business foundations are also changing. « Banks are digitized, but the revenue models have not changed significantly, » Žerko points out. The biggest transformation was contacted by the client, not the core of banking. Traditional industries thus find themselves against a key dilemma: should they only optimize their existing processes or to be completely invented?

Telekom Slovenije decided on the latter. « Every new product must be digital – the user must make the entire purchase digitally, without classic interfaces, » explains Kučič. But at the same time, he points out that physical channels do not completely retreat. It even acquires personal sale in Slovenia, but today it is supported by digital tools, target analytics and CRM smart systems. This is not a contradiction, but a new, hybrid reality. An example of this evolution is neobanks that have built a « freemium » base base and then gradually added paid functionalities. The key to success is a quick response to market changes and agility, as monetization is no longer static but a dynamic process.

Telekom Slovenije as a pillar of digital transformation

Telekom Slovenije has established himself as a versatile high -tech player in recent years. It generates an important part of revenue today from IT services, especially in the areas of cyber security, sovereign clouds, advanced network solutions and 5G technology. “5G is the highest modernization of the Slovenian network so far. Provides industrial digitization as we have performed in Cinkarna Celje – there is a private 5G network cheaper and more efficient Like Wi-Fi, « Kucic explains.

The company thus outgrown the role only of the telecommunications operator and became one of the key infrastructure pillars of the Slovenian digital transformation and the strategic partner of the country in developing smart health solutions, cyber resistance and digitization of industry.

State must become a subscriber, not just regulator

If Slovenia wants to actively co -create its digital future, the state must assume the role of a strategic client, not just a regulator. « With tenders at the lowest price, we cannot develop a domestic ecosystem, » said Žerko. Kučič adds: « Europe has missed the train – without our own infrastructure we will only remain consumers of foreign solutions. »

Miha Žerko, CEO of Src. Photo: Luka Maček

In this light, partnerships are becoming crucial. Telekom Slovenije actively cooperates with more than 30 partners, from universities to startup companies. It is no longer vertically, but about ecosystem. In a small environment, such as Slovenia, independent ventures are simply ineffective, so it is the responsibility of large technology companies to take on the leading role and develop partner networks.

Trust, security and user experience

In the end, everything revolves around trust. « The state wants to drive AI models on its own infrastructure – not because of isolation, but for traceability and security, » says Žerko. The use of artificial intelligence without transparency and clear rules quickly leads to loss of public confidence. Kučič also points to the danger of new information inequality where access to powerful AI models, data and processing power creates a new digital class.

Despite all the technological challenges, the center must remain a simple and efficient user experience. “The citizen wants a quick solution. And if AI allows him to quickly enroll in kindergarten, submit a tax return or digital election, then this is the right way, « concludes Žerko.

Gregor Knafelc hosts Primož Kučič (in the middle) in the podcast Technology giant (in the middle) and Miho Žerka (right). Photo: Luka Maček

Digitization is thus no longer a matter of technology, but courage. Who will choose only optimization and who is a complete transformation? Who will only upgrade the existing situation and who will dare to create something completely new? The answers to these questions will determine who will only survive in the coming years – and who will dictate the future.