IBM opens new branch office in Novi Sad

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IBM establishes new branch office in Novi Sad to accelerate digital innovation and intelligent automation product development

  • The expanded presence of IBM in Serbia with a new facility in Novi Sad will strengthen the IT industry ecosystem in the region and foster intelligent automation development
  • New IBM investment builds on the company’s commitment to providing the highest level of expertise and support to its clients
  • Housed in the new office will be a team of subject matter experts, developing IBM Instana Observability solutions and providing 24/7 technical support to clients across the world
  • The recent new hires to the team in Novi Sad are a testament to IBM’s continuous efforts to harness Serbia’s pool of vast talent


Novi Sad, Serbia, December 20, 2022: IBM (NYSE: IBM) today inaugurated its new branch office on the Bulevar Europe, Novi Sad. The expanded presence of IBM in Serbia – with what is already a second IBM facility in the country – will strengthen the IT industry ecosystem in the region, and foster intelligent automation development and skills building. The new facility will focus on the development and support of solutions in the areas of data, AI and automation and will empower collaboration between IBM and its partner ecosystem to co-create solutions for the global industry.

Housed within the new office will be a team of subject matter experts, skilled in software engineering, technical support, marketing, and design, who will be developing IBM Instana Observability solutions for application performance monitoring. The team will also provide 24/7 technical support to clients across the world for over 200 technologies that IBM Instana has the ability to monitor.

Businesses today are increasingly applying AI to IT operations to proactively manage complex workplace environments. According to the 2021 IBM IBV CIO Study, CIOs report that 20% to 40% of organizational business processes have been automated, and this is only poised to grow. IBM is focused on offering businesses the most robust, end-to-end suite of automation solutions, spanning business and IT automation, such as IBM Instana. With the help of IBM Instana Observability, companies are poised to gain full real-time application monitoring and observability so that they can resolve incidents faster. The solution is designed to help IT operations teams, development teams, and DevOps teams operate more efficiently, delivering the context needed to take intelligent actions and ensure optimum application performance.

In Serbia, IBM is already partnering with clients across several industry sectors on intelligent automation. For example, DualSOFT, a software development provider from Niš with over 20+ years of experience in providing software for iGaming, has recently selected IBM Instana for real-time application monitoring. With IBM technology, DualSOFT can provide precise and accurate application monitoring to their end customers who have over a million daily users across multiple continents. In addition, they can predict possible system issues before they occur and – using the Instana alert system – timely detect and resolve them.

The new office in Novi Sad was inaugurated today by Ana Brnabić, Prime Minister of Serbia in the presence of Harley Davis, Vice President, Task Automation and France Lab, IBM, Patricia Neumann, VP, EMEA Data, AI and Automation Sales Leader, IBM, Igor Pravica, General Manager, IBM Eastern Europe Territory, Nikola Polić, Country Leader, IBM Serbia, Macedonia Montenegro & Albania with other dignitaries from the Government of Serbia.

Inaugurating the facility, Ana Brnabić, Primer Minister of Serbia, commented: “IBM is a leading global company and a forerunner of the IT industry. This is a significant signal that our country is recognized as a destination on the world’s map of innovation. Furthermore, it underlines the future importance of not only our IT industry but of IT industry as the strongest, largest economic sector of our country’s economy. In addition, this is a strong encouragement for us to continue; to believe in our potential and in the knowledge of our people. I would like to thank IBM representatives for believing in Serbia.”

Commenting on IBM’s new investment in the region, Igor Pravica, General Manager, IBM Eastern Europe, said: “IBM has a long and established presence in Eastern Europe, and we are excited to expand our capabilities in Serbia in support of our clients in the region and beyond. Over the past 2 years, companies started to rapidly adopt new business models which includes automating the workflows. With the skilled team in Novi Sad, focused on Instana solutions development, we are combining global best practices with local talent to provide solutions in high-growth areas such as business automation.”

Nikola Polić, Country Leader, IBM Serbia, Macedonia Montenegro & Albania, added: “The opening of our new branch office in Novi Sad is truly something to celebrate. Building upon our 30-year legacy on the local market, IBM’s expanded presence in Serbia will play an important role in contributing to the country’s economic growth through job creation and the engagement of local talent in high-skilled jobs. We will continue to collaborate closely with government entities and businesses to accelerate digital transformation and support clients with innovative technology and industry expertise.”







About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting services. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain a competitive edge in their industries. More than 4,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently, and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity, and service. Visit for more information.

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