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Margrethe Vestager: The new age of corporate monopolies
Margrete Vestager (Margrethe Vestager): Novo doba korporativnih monopola
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Margrete Vestager želi da sačuva evropsko tržište konkurentnim - zbog čega je, u ime EU, kaznila Gugl sa 2,8 milijarde dolara za kršenje antimonopolističkih pravila, tražila od Epl-a 15,3 biliona dolara za retroaktivni porez i stavila pod istragu mnoge kompanije, od Gazproma do Fijata, zbog nelojalne konkurencije. U važnom razgovoru o državi i globalnim preduzećima, ona objašnjava zašto su tržištu potrebna jasna pravila - i kako čak i najinovativnije kompanije mogu postati problem kada postanu suviše dominantne. „Stvarna i pravična konkurencija ima ključnu ulogu u stvaranju poverenja, koje nam je potrebno da bi izvukli najbolje od našeg društva," kaže Vestagerova, „A to počinje sa sprovođenjem naših pravila."
Margrethe Vestager - Commissioner for Competition, European Union
Margrethe Vestager is in charge of regulating commercial activity across the European Union and enforcing the EU’s rules designed to keep the markets fair. Full bio
Margrethe Vestager is in charge of regulating commercial activity across the European Union and enforcing the EU’s rules designed to keep the markets fair. Full bio
Double-click the English transcript below to play the video.
00:12
Let's go back to 1957.
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Vratimo se u 1957. godinu.
00:18
Representatives
from six European countries
from six European countries
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Predstavnici šest evropskih zemalja,
00:22
had come to Rome
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došli su u Rim,
00:24
to sign the treaty that was
to create the European Union.
to create the European Union.
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da potpišu sporazum koji će
stvoriti Evropsku Uniju.
stvoriti Evropsku Uniju.
00:29
Europe was destroyed.
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Evropa je bila uništena.
00:32
A world war had emerged from Europe.
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Svetski rat je ponikao iz Evrope.
00:37
The human suffering was unbelievable
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Ljudska patnja je bila neverovatna
00:39
and unprecedented.
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i bez presedana.
00:43
Those men
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Ti ljudi,
00:45
wanted to create a peaceful,
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su želeli da stvore mirnu,
00:49
democratic Europe,
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demokratsku Evropu,
00:52
a Europe that works for its people.
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Evropu koja radi za svoje ljude.
00:55
And one of the many building blocks
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I jedan od mnogih stubova razvoja,
00:58
in that peace project
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na tom mirovnom projektu,
01:00
was a common European market.
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bilo je i zajedničko evropsko tržište.
01:05
Already back then,
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Čak i onda,
01:07
they saw how markets,
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oni su videli kako tržište,
01:09
when left to themselves,
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kada se prepusti samo sebi,
01:11
can sort of slip into being
just the private property
just the private property
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može takoreći, skliznuti u to da
bude čisto privatna svojina
bude čisto privatna svojina
01:16
of big businesses and cartels,
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velikih preduzeća i kartela,
01:20
meeting the needs of some businesses
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izlazeći u susret potrebama
velikih preduzeća
velikih preduzeća
01:23
and not the needs of customers.
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a ne potrebama kupaca.
01:27
So from our very first day,
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Dakle, od našeg prvog dana,
01:30
in 1957,
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1957. godine,
01:33
the European Union had rules
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Evropska Unija je imala pravila
01:36
to defend fair competition.
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da bi odbranila pravičnu konkurenciju.
01:39
And that means competition on the merits,
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A pod tim se podrazumeva konkurencija
zasnovana na zaslugama,
zasnovana na zaslugama,
01:43
that you compete
on the quality of your products,
on the quality of your products,
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da se nadmećete sa
kvalitetom vaših proizvoda,
kvalitetom vaših proizvoda,
01:46
the prices you can offer,
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cenom koju nudite,
01:48
the services, the innovation
that you produce.
that you produce.
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uslugama i inovacijama
koje proizvodite.
koje proizvodite.
01:52
That's competition on the merits.
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To je konkurentnost
zasnovana na zaslugama.
zasnovana na zaslugama.
01:55
You have a fair chance
of making it on such a market.
of making it on such a market.
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Imate pravičnu šansu
za uspeh na takvom tržištu.
za uspeh na takvom tržištu.
01:59
And it's my job,
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To je moj posao,
02:01
as Commissioner for Competition,
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kao Komesara za konkurenciju,
02:04
to make sure that companies
who do business in Europe
who do business in Europe
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da osiguram da kompanije
koje posluju u Evropi,
koje posluju u Evropi,
02:07
live by those rules.
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posluju u skladu sa ovim pravilima.
02:12
But let's take a step back.
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Ali, vratimo se korak u nazad.
02:16
Why do we need rules
on competition at all?
on competition at all?
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Zašto uopšte trebamo
pravila konkurencije?
pravila konkurencije?
02:20
Why not just let businesses compete?
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Zašto jednostavno ne pustimo
preduzećima da se takmiče?
preduzećima da se takmiče?
02:24
Isn't that also the best for us
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Zar nije tako najbolje i za nas,
02:27
if they compete freely,
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ukoliko se slobodno takmiče,
02:29
since more competition
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s obzirom da konkurencija
02:31
drives more quality,
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podstiče bolji kvalitet,
02:34
lower prices, more innovation?
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niže cene i više inovativnosti?
02:39
Well, mostly it is.
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Pa, u većini slučajeva je tako.
02:43
But the problem is
that sometimes, for businesses,
that sometimes, for businesses,
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Međutim, problem je što,
nekad, za preduzeća,
nekad, za preduzeća,
02:48
competition can be inconvenient,
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konkurencija može biti nezgodna,
02:55
because competition means
that the race is never over,
that the race is never over,
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jer ona znači
da trka nikad nije gotova,
da trka nikad nije gotova,
02:59
the game is never won.
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a igra nikad dobijena.
03:02
No matter how well
you were doing in the past,
you were doing in the past,
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Bez obzira koliko dobri bili
u prošlosti,
u prošlosti,
03:05
there's always someone
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uvek postoji neko,
03:06
who are out there
wanting to take your place.
wanting to take your place.
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ko, tamo negde, čeka
da zauzme vaše mesto.
da zauzme vaše mesto.
03:12
So the temptation to avoid competition
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Dakle, iskušenje da izbegnete konkurenciju
03:15
is powerful.
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je ogromno.
03:18
It's rooted in motives
as old as Adam and Eve:
as old as Adam and Eve:
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Ono ima korene u motivima,
starim od pamtiveka,
starim od pamtiveka,
03:23
in greed for yet more money,
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u pohlepi za još više novca,
03:27
in fear of losing
your position in the market
your position in the market
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u strahu od gubljenja
pozicije na tržištu
pozicije na tržištu
03:31
and all the benefits it brings.
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i svih beneficija koje ona donosi.
03:35
And when greed and fear
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A kada su pohlepa i strah
03:38
are linked to power,
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povezani sa moći,
03:40
you have a dangerous mix.
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imate opasnu mešavinu.
03:44
We see that in political life.
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To vidimo u političkom životu.
03:47
In part of the world,
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U jednom delu sveta,
03:49
the mix of greed and fear
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mešavina pohlepe i straha,
03:51
means that those who get power
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znači da, onaj ko ima moć,
03:54
become reluctant to give it back.
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postaje nevoljan da je vrati.
04:00
One of the many things
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Jedna od mnogih stvari,
04:02
I like and admire in our democracies
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kojoj volim da se divim,
u našoj demokratiji,
u našoj demokratiji,
04:07
are the norms
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su pravila,
04:09
that make our leaders hand over power
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koja teraju naše lidere da predaju moć
04:12
when voters tell them to.
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kada im glasači to kažu.
04:16
And competition rules
can do a similar thing in the market,
can do a similar thing in the market,
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A pravila konkurentnosti
mogu slično uraditi na tržištu,
mogu slično uraditi na tržištu,
04:20
making sure that greed and fear
doesn't overcome fairness.
doesn't overcome fairness.
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osiguravajući da pohlepa i strah
ne preplave pravičnost.
ne preplave pravičnost.
04:27
Because those rules mean
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Zato što ta pravila znače
04:29
that companies cannot misuse their power
to undermine competition.
to undermine competition.
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da kompanije ne mogu zloupotrebljavati
svoju moć da ugroze konkurente.
svoju moć da ugroze konkurente.
04:36
Think for a moment about your car.
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Razmislite na trenutak o svojim kolima.
04:40
It has thousands of parts,
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Tu ima hiljade delova,
04:44
from the foam that makes the seats
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od pene od koje se prave sedišta,
04:47
to the electrical wiring
to the light bulbs.
to the light bulbs.
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do električne instalaicije i sijalica.
04:51
And for many of those parts,
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Za mnoge od ovih delova,
04:54
the world's carmakers,
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svetski proizvođači automobila,
04:55
they are dependent
on only a few suppliers.
on only a few suppliers.
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zavise od
samo nekoliko dobavljača.
samo nekoliko dobavljača.
05:01
So it's hardly surprising
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Dakle, nije teško pretpostaviti
05:03
that it is kind of tempting
for those suppliers
for those suppliers
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da je to određena vrsta
iskušenja za te dobavljače,
iskušenja za te dobavljače,
05:07
to come together and fix prices.
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da se ujedine i podignu cene.
05:11
But just imagine what that could do
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Ali, zaislite kako bi to
moglo da utiče
moglo da utiče
05:13
to the final price
of your new car in the market.
of your new car in the market.
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na konačnu cenu
našeg novog vozila na tržištu.
našeg novog vozila na tržištu.
05:20
Except, it's not imaginary.
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Samo što to nije teoretsko pitanje.
05:24
The European Commission
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Evropska komisija
05:26
has dealt with already
seven different car parts cartels,
seven different car parts cartels,
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je imala iskustvo sa već sedam kartela,
proizvođača različitih delova automobila,
proizvođača različitih delova automobila,
05:32
and we're still investigating some.
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i idalje istražujemo neke.
05:36
Here, the Department of Justice
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Ovde, Odeljenje za pravdu
05:39
are also looking
into the market for car parts,
into the market for car parts,
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takođe nadgleda
tržište auto delova,
tržište auto delova,
05:42
and it has called it
the biggest criminal investigation
the biggest criminal investigation
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i nazvalo ga je
„najvećom kriminalnom istragom
„najvećom kriminalnom istragom
05:46
it has ever pursued.
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koja se ikada vodila."
05:49
But without competition rules,
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Ali bez konkurentskih pravila,
05:51
there would be no investigation,
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ne bi bilo ni istrage,
05:54
and there would be nothing
to stop this collusion from happening
to stop this collusion from happening
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i ništa ne bi sprečilo da
se ovaj dogovor realizuje,
se ovaj dogovor realizuje,
05:58
and the prices of your car to go up.
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i da cena automobila skoči.
06:03
Yet it's not only companies
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Ipak, nisu samo kompanije
06:05
who can undermine fair competition.
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te koje mogu podrivati
pravičnu konkurentnost.
pravičnu konkurentnost.
06:08
Governments can do it, too.
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I države to mogu.
06:11
And governments do that
when they hand out subsidies
when they hand out subsidies
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A države to rade
kada daju subvencije
kada daju subvencije
06:15
to just the favorite few, the selected.
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samo nekolicini odabranih.
06:21
They may do that
when they hand out subsidies --
when they hand out subsidies --
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Oni to mogu učiniti
kada daju subvencije -
kada daju subvencije -
06:24
and, of course,
all financed by taxpayers --
all financed by taxpayers --
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i, naravno,
sve to plaćaju poreski obveznici -
sve to plaćaju poreski obveznici -
06:28
to companies.
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kompanijama.
06:30
That may be in the form
of special tax treatments,
of special tax treatments,
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To može biti u obliku
posebnih poreskih tretmana,
posebnih poreskih tretmana,
06:35
like the tax benefits
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kao poreske olakšice,
06:37
that firms like Fiat,
Starbucks and Apple got
Starbucks and Apple got
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koje su firme kao što su Fijat,
Starbaks i Epl dobile
Starbaks i Epl dobile
06:42
from some governments in Europe.
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u nekim državama u Evropi.
06:46
Those subsidies stop companies
from competing on equal terms.
from competing on equal terms.
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Ove subvencije su sprečile kompanije
da se nadmeću pod jednakim uslovima.
da se nadmeću pod jednakim uslovima.
06:51
They can mean that
the companies that succeed,
the companies that succeed,
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Oni mogu smatrati da su,
kompanije koje su uspele,
kompanije koje su uspele,
06:54
well, they are the companies
that got the most subsidy,
that got the most subsidy,
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pa, oni su kompanije
koje su dobile najviše subvencija,
koje su dobile najviše subvencija,
06:58
the ones that are the best-connected,
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kompanije sa najboljim vezama,
07:00
and not, as it should be,
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a ne, kao što bi trebalo biti,
07:02
the companies that serve
consumers the best.
consumers the best.
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kompanije koje najbolje služe
svojim konzumentima.
svojim konzumentima.
07:07
So there are times when we need to step in
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Tako da, postoji momenat
kada mi moramo da se umešamo,
kada mi moramo da se umešamo,
07:10
to make sure that competition
works the way it should.
works the way it should.
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da bi obezbedili da konkurentnost
bude onakva kakva treba da bude.
bude onakva kakva treba da bude.
07:15
By doing that, we help
the market to work fairly,
the market to work fairly,
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Čineći to, mi pomažemo
tržištu da funkcioniše pravično,
tržištu da funkcioniše pravično,
07:19
because competition gives consumers
the power to demand a fair deal.
the power to demand a fair deal.
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zato što konkurentnost daje moć
konzumentima da traže pravične ponude.
konzumentima da traže pravične ponude.
07:25
It means that companies know
that if they cannot offer good prices
that if they cannot offer good prices
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To znači da kompanije znaju
da, ako ne mogu da ponude dobru cenu,
da, ako ne mogu da ponude dobru cenu,
07:30
or the service that's expected,
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za uslugu koja se očekuje,
07:32
well, the customers
will go somewhere else.
will go somewhere else.
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onda će konzumenti otići
na drugo mesto.
na drugo mesto.
07:38
And that sort of fairness
is more important
is more important
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I ta vrsta pravičnosti
je još važnija,
je još važnija,
07:41
than we may sometimes realize.
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nego što je mi nekad smatramo.
07:47
Very few people think
about politics all the time.
about politics all the time.
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Veoma malo ljudi
razmišlja o politici svo vreme.
razmišlja o politici svo vreme.
07:51
Some even skip it at election time.
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Neki čak to propuste i u vreme izbora.
07:55
But we are all in the market.
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Ali mi smo svi na tržištu,
07:58
Every day, we are in the market.
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Svakog dana, mi smo na tržištu.
08:02
And we don't want businesses
to agree on prices in the back office.
to agree on prices in the back office.
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Ne želimo da se preduzeća
dogovaraju oko cene u tajnosti.
dogovaraju oko cene u tajnosti.
08:07
We don't want them
to divide the market between them.
to divide the market between them.
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Ne želimo da između sebe
dele tržište.
dele tržište.
08:11
We don't want one big company
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Ne želimo da jedna velika kompanija,
08:13
just to shut out competitors
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jednostavno, onemogući sve konkurente
08:16
from ever showing us what they can do.
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da nam prikažu šta sve mogu da urade.
08:20
If that happens,
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Ukoliko se to desi,
08:22
well, obviously, we feel
that someone has cheated us,
that someone has cheated us,
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pa, očigledno, osećamo
da nas je neko prevario,
da nas je neko prevario,
08:26
that we are being ignored
or taken for granted by the market.
or taken for granted by the market.
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da smo ignorisani ili uzeti
zdravo za gotovo, od strane tržišta.
zdravo za gotovo, od strane tržišta.
08:31
And that may undermine
not only our trust in the market
not only our trust in the market
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A to može potkopati,
ne samo naše poverenje u tržište,
ne samo naše poverenje u tržište,
08:35
but also our trust in the society.
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nego, takođe, naše poverenje u društvo.
08:39
In a recent survey,
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U nedavnom ispitivanju,
08:41
more than two-thirds of Europeans
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više od dve trećine Evropljana,
08:44
said that they had felt
the effects of lack of competition:
the effects of lack of competition:
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izjasnili su se da su osetili
posledice nedostatka konkurentnosti:
posledice nedostatka konkurentnosti:
08:49
that the price
for electricity was too high,
for electricity was too high,
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da je cena struje previsoka,
08:53
that the price for the medicines
they needed was too high,
they needed was too high,
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da je cena lekova
koji su im potrebni, previsoka,
koji su im potrebni, previsoka,
08:57
that they had no real choice
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i da, u suštini, nemaju izbor
08:59
if they wanted to travel
by bus or by plane,
by bus or by plane,
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bilo da su hteli da putuju
autobusom ili avionom,
autobusom ili avionom,
09:02
or they got poor service
from their internet provider.
from their internet provider.
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ili su dobili lošu uslugu
od svog internet provajdera.
od svog internet provajdera.
09:06
In short, they found that the market
didn't treat them fairly.
didn't treat them fairly.
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Sve u svemu, oni smatraju da ih
tržište ne tretira pravedno.
tržište ne tretira pravedno.
09:11
And that might seem
like very small things,
like very small things,
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I to se može činiti
kao sitnica,
kao sitnica,
09:16
but they can give you this sense
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ali to vam može stvoriti utisak
09:19
that the world isn't really fair.
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da svet, u suštini, nije pravičan.
09:23
And they see the market,
which was supposed to serve everyone,
which was supposed to serve everyone,
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Oni posmatraju tržište,
koje bi trebalo da služi svima,
koje bi trebalo da služi svima,
09:28
become more like the private property
of a few powerful companies.
of a few powerful companies.
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kako se pretvara u privatnu svojinu
nekoliko moćnih kompanija.
nekoliko moćnih kompanija.
09:35
The market is not the society.
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Tržište nije društvo.
09:38
Our societies are, of course,
much, much more than the market.
much, much more than the market.
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Naša društva su mnogo,
mnogo više od tržišta.
mnogo više od tržišta.
09:43
But lack of trust in the market
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Ali nedostatak poverenja u tržište,
09:46
can rub off on society
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može se reflektovati i na društvo,
09:49
so we lose trust in our society as well.
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tako da gubimo poverenje i u njega.
09:55
And it may be the most important
thing we have, trust.
thing we have, trust.
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A to može biti najvažnija stvar
koju imamo - poverenje.
koju imamo - poverenje.
10:01
We can trust each other
if we are treated as equals.
if we are treated as equals.
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Možemo verovati jedni drugima,
ukoliko se prema nama odnose jednako.
ukoliko se prema nama odnose jednako.
10:08
If we are all to have the same chances,
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Ako svi imamo istu šansu,
10:12
well, we all have to follow
the same fundamental rules.
the same fundamental rules.
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pa, svi moramo da pratimo
neka osnovna pravila.
neka osnovna pravila.
10:17
Of course, some people and some businesses
are more successful than others,
are more successful than others,
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Naravno, neki ljudi i neka preduzeća
su uspešnija od drugih,
su uspešnija od drugih,
10:23
but we do not trust in a society
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ali ne verujemo društvu
10:26
if the prizes are handed out
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ukoliko je cena određena
10:28
even before the contest begins.
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čak i pre nego što takmičenje počne.
10:33
And this is where
competition rules come in,
competition rules come in,
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E, tu stupaju na snagu
konkurentska pravila,
konkurentska pravila,
10:37
because when we make sure
that markets work fairly,
that markets work fairly,
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jer, ako obezbedimo da
tržište funkcioniše pravično,
tržište funkcioniše pravično,
10:40
then businesses compete on the merits,
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onda preduzeća konkurišu po zaslugama,
10:43
and that helps to build the trust
that we need as citizens
that we need as citizens
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i to pomaže da se izgradi poverenje
koje je nama, kao građanima, potrebno
koje je nama, kao građanima, potrebno
10:49
to feel comfortable and in control,
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da bi se osećali ugodno i da bi
imali osećaj kontrole,
imali osećaj kontrole,
10:52
and the trust that allows
our society to work.
our society to work.
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poverenje koje dozvoljava
našem društvu da radi.
našem društvu da radi.
10:58
Because without trust,
everything becomes harder.
everything becomes harder.
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Jer, bez poverenja,
sve postaje teže.
sve postaje teže.
11:02
Just to live our daily lives,
we need to trust in strangers,
we need to trust in strangers,
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I za naš svakodnevni život
potrebno je da imamo poverenje u strance,
potrebno je da imamo poverenje u strance,
11:07
to trust the banks who keep our money,
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da verujemo bankama u kojima
čuvamo naše novce,
čuvamo naše novce,
11:10
the builders who build our home,
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građevinarima koji nam zidaju kuće,
11:14
the electrician
who comes to fix the wiring,
who comes to fix the wiring,
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električaru, koji nam
dolazi da popravi žice,
dolazi da popravi žice,
11:17
the doctor who treats us when we're ill,
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lekaru, koji nas leči kad smo bolesni,
11:19
not to mention
the other drivers on the road,
the other drivers on the road,
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da ne pominjem druge vozače
koje srećemo na putu,
koje srećemo na putu,
11:22
and everyone knows that they are crazy.
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a svi znaju da su oni ludi.
11:26
And yet, we have to trust them
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Pa ipak, moramo im verovati,
11:29
to do the right thing.
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da će uraditi pravu stvar.
11:32
And the thing is
that the more our societies grow,
that the more our societies grow,
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Stvar je u tome da,
kako naše društvo raste,
kako naše društvo raste,
11:36
the more important trust becomes
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tako poverenje postaje značajnije
11:39
and the harder it is to build.
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i teže ga je izgraditi.
11:43
And that is a paradox of modern societies.
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I to je paradoks modernog društva.
11:48
And this is especially true
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Ovo je posebno istinito
11:51
when technology changes
the way that we interact.
the way that we interact.
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kada su u pitanju tehnološke promene,
vezane za komunikaciju.
vezane za komunikaciju.
Naravno, u određenom stepenu,
tehnologija može pomoći
tehnologija može pomoći
11:55
Of course, to some degree,
technology can help us
technology can help us
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11:58
to build trust in one another
with ratings systems and other systems
with ratings systems and other systems
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da se izgradi međusobno poverenje
sa sistemima ocena i drugim sistemima
sa sistemima ocena i drugim sistemima
12:02
that enable the sharing economy.
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koje omogućava globalna ekonomija.
12:06
But technology also creates
completely new challenges
completely new challenges
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Ali tehnologija takođe stvara
potpuno nove izazove,
potpuno nove izazove,
12:10
when they ask us
not to trust in other people
not to trust in other people
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kada od nas traže
da ne verujemo drugim ljudima
da ne verujemo drugim ljudima
12:14
but to trust in algorithms and computers.
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nego da verujemo
algoritmima i kompjuterima.
algoritmima i kompjuterima.
12:19
Of course, we all see
and share and appreciate
and share and appreciate
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Naravno, svi vidimo,
delimo i cenimo
delimo i cenimo
12:23
all the good that
new technology can do us.
new technology can do us.
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to što nove tehnologije
mogu da učine za nas.
mogu da učine za nas.
12:27
It's a lot of good.
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To je mnogo pozitivnih stvari.
12:30
Autonomous cars can give people
with disabilities new independence.
with disabilities new independence.
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5136
Automobili koji sami voze mogu ljudima
sa invaliditetom da pruže nezavisnost.
sa invaliditetom da pruže nezavisnost.
12:35
It can save us all time,
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To nam može uštedeti vreme
12:36
and it can make a much, much
better use of resources.
better use of resources.
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i može obezbediti mnogo, mnogo
bolje korišćenje resursa.
bolje korišćenje resursa.
12:41
Algorithms that rely on crunching
enormous amounts of data
enormous amounts of data
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Algoritmi koji se oslanjaju na obradu
ogromne količine podataka,
ogromne količine podataka,
12:46
can enable our doctors
to give us a much better treatment,
to give us a much better treatment,
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mogu omogućiti našim doktorima
da nas mnogo bolje leče,
da nas mnogo bolje leče,
12:50
and many other things.
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i mnogo drugih stvari.
12:54
But no one is going
to hand over their medical data
to hand over their medical data
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Ali, niko ne želi da preda
svoj medicinski karton,
svoj medicinski karton,
12:59
or step into a car
that's driven by an algorithm
that's driven by an algorithm
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ili da uđe u kola
koja vozi algoritam,
koja vozi algoritam,
13:03
unless they trust the companies
that they are dealing with.
that they are dealing with.
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ukoliko ne veruju kompanijama
sa kojima posluju.
sa kojima posluju.
13:09
And that trust isn't always there.
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A to poverenje ne postoji uvek.
13:13
Today, for example,
less than a quarter of Europeans
less than a quarter of Europeans
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Danas, na primer, manje
od četvrtine Evropljana,
od četvrtine Evropljana,
13:17
trust online businesses
to protect their personal information.
to protect their personal information.
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785440
4640
veruje preduzećima na internetu da će
zaštititi njihove lične podatke.
zaštititi njihove lične podatke.
13:24
But what if people knew
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1600
Ali, šta bi se desilo kada bi ljudi znali,
13:27
that they could rely
on technology companies
on technology companies
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da mogu da se oslone
na tehnološke kompanije,
na tehnološke kompanije,
13:30
to treat them fairly?
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1320
da će biti pravične?
13:34
What if they knew that those companies
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Šta bi bilo da oni znaju
da se te kompanije
da se te kompanije
13:36
respond to competition
by trying to do better,
by trying to do better,
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804720
3600
bore sa konkurencijom time
što pokušavaju da rade bolje,
što pokušavaju da rade bolje,
13:41
by trying to serve consumers better,
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2280
i time da pokušavaju da pruže
bolju uslugu kupcima,
bolju uslugu kupcima,
13:45
not by using their power
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2336
a ne koristeći njihovu moć
13:47
to shut out competitors,
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2376
da bi izgurali konkurente,
13:49
say, by pushing their services
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2376
recimo, gurajući njihove usluge
13:52
far, far down the list of search results
219
820280
3736
daleko, daleko ispod,
na listi pretraživača
na listi pretraživača
13:56
and promoting themselves?
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1760
ili promovišući sebe?
13:59
What if they knew
that compliance with the rules
that compliance with the rules
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4256
Šta bi bilo da znaju
da je to poštovanje pravila
da je to poštovanje pravila
14:04
was built into the algorithms by design,
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832200
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ugrađeno u dizajniran algoritam,
14:09
that the algorithm had to go
to competition rules school
to competition rules school
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2896
da je taj algoritam morao da ide
u školu za pravila konkurentnosti,
u školu za pravila konkurentnosti,
14:12
before they were ever allowed to work,
224
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pre nego što mu je uopšte
dozvoljeno da radi,
dozvoljeno da radi,
14:16
that those algorithms were designed
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844120
2736
da su ti algoritmi dizajnirani
14:18
in a way that meant
that they couldn't collude,
that they couldn't collude,
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3616
na taj način da ne mogu da budu u dosluhu,
14:22
that they couldn't form
their own little cartel
their own little cartel
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850520
3016
da ne mogu da stvore
svoje lične male kartele
svoje lične male kartele
14:25
in the black box they're working in?
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1880
u crnim kutijama u kojima rade?
14:29
Together with regulation,
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1800
Zajedno sa pravnim propisima,
14:32
competition rules can do that.
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860280
1960
pravila konkurentnosti to mogu da urade.
14:35
They can help us to make sure
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863240
1776
Mogu nam pomoći, da budemo uvereni
14:37
that new technology treats people fairly
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865040
3480
da nova tehnologija
postupa sa ljudima pravično.
postupa sa ljudima pravično.
14:41
and that everyone can compete
on a level playing field.
on a level playing field.
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i da svako može da se nadmeće
na nivou svoje oblasti.
na nivou svoje oblasti.
14:46
And that can help us build the trust
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874800
3256
I to nam može pomoći
da izgradimo poverenje
da izgradimo poverenje
14:50
that we need for real innovation
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2416
koje nam je potrebno za stvarne inovacije
14:52
to flourish
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da bi procvetali
14:53
and for societies to develop for citizens.
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3600
i da bi se društvo razvilo zbog građana.
14:59
Because trust cannot be imposed.
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Pošto se poverenje ne može nametnuti,
15:03
It has to be earned.
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nego se mora zaraditi.
15:06
Since the very first days
of the European Union,
of the European Union,
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Od prvog dana
Evropske Unije,
Evropske Unije,
15:10
60 years ago,
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pre 60 godina,
15:12
our competition rules have helped
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900800
2936
naša pravila konkurentnosti su pomogla
15:15
to build that trust.
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da se izgradi poverenje.
15:19
A lot of things have changed.
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Mnoge stvari su se promenile.
15:22
It's hard to say
what those six representatives
what those six representatives
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3336
Teško je reći šta bi tih šest predstavnika
15:25
would have made of a smartphone.
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913800
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uradili sa pametnim telefonima,
15:29
But in today's world,
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ali u današnjem svetu,
15:30
as well as in their world,
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2616
kao i u njihovo vreme,
15:33
competition makes the market
work for everyone.
work for everyone.
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konkurencija deluje da
tržište radi za svakoga.
tržište radi za svakoga.
15:38
And that is why I am convinced
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I upravo zbog toga sam ubeđena,
15:40
that real and fair competition
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928280
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da stvarna i pravična konkurencija
15:43
has a vital role to play
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2056
ima ključnu ulogu
15:45
in building the trust we need
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2176
u izgradnji poverenja koje nam je potrebno
15:47
to get the best of our societies,
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935760
3120
da bi izvukli ono nabolje
od našeg društva,
od našeg društva,
15:52
and that starts with enforcing our rules,
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940000
4976
a to počinje sprovođenjem naših pravila,
15:57
actually just to make
the market work for everyone.
the market work for everyone.
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945000
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u suštini, samo da bi se osiguralo
da tržište radi za svakoga.
da tržište radi za svakoga.
16:00
Thank you.
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Hvala vam.
16:02
(Applause)
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(Aplauz)
16:07
Bruno Giussani: Thank you.
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1280
Bruno Đuzani: Hvala Vam.
Hvala vam, Komesare.
16:11
Thank you, Commissioner.
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1256
Margaret Vestager:
Bilo mi je zadovoljstvo.
Bilo mi je zadovoljstvo.
16:12
Margrethe Vestager: It was a pleasure.
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1856
16:14
BG: I want to ask you two questions.
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1736
BĐ: Želim da vam postavim dva pitanja.
16:16
The first one is about data,
because I have the impression
because I have the impression
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964280
2736
Prvo se odnosi na podatke,
pošto imam utisak
pošto imam utisak
16:19
that technology and data are changing
the way competition takes place
the way competition takes place
264
967040
3416
da tehnologija i podaci menjaju
način na koji se konkurentnost odvija
način na koji se konkurentnost odvija
16:22
and the way competition regulation
is designed and enforced.
is designed and enforced.
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i način na koji su pravila konkurentnosti
dizajnirana i kako se sprovode,
dizajnirana i kako se sprovode,
16:27
Can you maybe comment on that?
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1656
Možete li možda, prokomentarisati to?
16:28
MV: Well, yes, it is
definitely challenging us,
definitely challenging us,
267
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3336
MV: Pa, da, to je svakako izazov za nas,
16:32
because we both have to sharpen our tools
268
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3216
zato što i mi i oni, moramo da
oblikujemo svoje alate
oblikujemo svoje alate
16:35
but also to develop new tools.
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1840
ali takođe i da razvijemo nove.
16:38
When we were going through
the Google responses
the Google responses
270
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2856
Kada smo prelistavali Gugl odgovore
16:41
to our statement of objection,
271
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2736
o našoj „Izjavi o objektivnosti",
16:43
we were going through
5.2 terabytes of data.
5.2 terabytes of data.
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4200
prešli smo 5,2 terabajta podataka.
16:49
It's quite a lot.
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1520
To je prilično mnogo.
16:51
So we had to set up new systems.
274
999320
3296
Zbog toga smo morali da
podesimo novi sistem.
podesimo novi sistem.
16:54
We had to figure out how to do this,
275
1002640
2616
Morali smo da smislimo kako da uradimo to,
16:57
because you cannot work
the way you did just a few years ago.
the way you did just a few years ago.
276
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4096
zato što ne možete raditi na način na koji
ste radili svega nekoliko godina ranije.
ste radili svega nekoliko godina ranije.
17:01
So we are definitely
sharpening up our working methods.
sharpening up our working methods.
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3880
Tako da, mi definitivno
usavršavamo naše metode rada.
usavršavamo naše metode rada.
17:05
The other thing is
that we try to distinguish
that we try to distinguish
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2136
Druga stvar je što mi
pokušavamo da razlikujemo
pokušavamo da razlikujemo
17:08
between different kinds of data,
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1016040
1696
različite vrste podataka,
17:09
because some data is extremely valuable
280
1017760
2576
zato što su neki podaci
izuzetno značajni,
izuzetno značajni,
17:12
and they will form, like,
a barrier to entry in a market.
a barrier to entry in a market.
281
1020360
3256
i oni će stvoriti nešto nalik
barijeri za ulazak na tržište.
barijeri za ulazak na tržište.
17:15
Other things you can just --
it loses its value tomorrow.
it loses its value tomorrow.
282
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4040
Druge stvari, možete samo - one će,
koliko sutra, izgubiti svoj značaj.
koliko sutra, izgubiti svoj značaj.
17:20
So we try to make sure
283
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1536
Tako da, mi se trudimo da osiguramo
17:22
that we never, ever underestimate the fact
284
1030119
3457
da nikad ne potcenimo činjenicu
17:25
that data works
as a currency in the market
as a currency in the market
285
1033599
3977
da su podaci na tržištu isto što i valuta
17:29
and as an asset that can be
a real barrier for competition.
a real barrier for competition.
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1037599
5041
i kao preimućstvo koje može biti
realna prepreka nadmetanju.
realna prepreka nadmetanju.
17:35
BG: Google. You fined them
2.8 billion euros a few months ago.
2.8 billion euros a few months ago.
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BĐ: Gugl. Kaznili ste ih sa
2,8 milijardi evra pre nekoliko meseci.
2,8 milijardi evra pre nekoliko meseci.
17:40
MV: No, that was dollars.
It's not so strong these days.
It's not so strong these days.
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MV: Ne, to su bili dolari.
Oni nisu toliko jaki danas.
Oni nisu toliko jaki danas.
17:42
BG: Ah, well, depends on the --
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BG: Ah, pa, zavisi od ...
17:44
(Laughter)
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(Smeh)
17:45
Google appealed the case.
The case is going to court.
The case is going to court.
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Gugl se žalio na slučaj.
Slučaj ide na sud.
Slučaj ide na sud.
17:47
It will last a while.
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To će potrajati.
17:50
Earlier, last year, you asked Apple
to pay 13 billion in back taxes,
to pay 13 billion in back taxes,
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Ranije prošle godine, tražili ste od Epl-a
da plati 13 milijardi poreza retroaktivno
da plati 13 milijardi poreza retroaktivno
17:55
and you have also
investigated other companies,
investigated other companies,
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i istraživali ste, takođe,
i druge kompanije,
i druge kompanije,
17:58
including European and Russian companies,
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uključujući evropske i ruske kompanije
18:00
not only American companies, by far.
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a ne samo američke, uopšte.
18:02
Yet the investigations
against the American companies
against the American companies
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Ipak, istraga protiv
američkih kompanija
američkih kompanija
18:06
are the ones that have attracted
the most attention
the most attention
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je ona koja je izazvala najviše pažnje,
18:09
and they have also attracted
some accusations.
some accusations.
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kao i neke optužbe.
18:12
You have been accused, essentially,
of protectionism, of jealousy,
of protectionism, of jealousy,
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Optužili su vas, u suštini,
za protektorizam, ljubomoru,
za protektorizam, ljubomoru,
18:15
or using legislation
to hit back at American companies
to hit back at American companies
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i korišćenje pravnih normi
da bi se osvetili američkim kompanijjama
da bi se osvetili američkim kompanijjama
18:18
that have conquered European markets.
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koje su osvojile evropsko tržište.
18:20
"The Economist" just this week
on the front page writes,
on the front page writes,
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Časopis „Ekonomist" je, upravo ove
nedelje, na naslovnoj strani objavio:
nedelje, na naslovnoj strani objavio:
18:24
"Vestager Versus The Valley."
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„Vestager protiv Doline"
18:25
How do you react to that?
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Kako reagujete na to?
18:28
MV: Well, first of all,
I take it very seriously,
I take it very seriously,
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MV: Pa, pre svega, to smatram
veoma ozbiljnom stvari,
veoma ozbiljnom stvari,
18:31
because bias has no room
in law enforcement.
in law enforcement.
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jer nema mesta pristrasnosti
u sprovođenju zakona.
u sprovođenju zakona.
18:38
We have to prove our cases
with the evidence and the facts
with the evidence and the facts
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Mi moramo da dokažemo naš slučaj
sa dokazima i činjenicama
sa dokazima i činjenicama
18:41
and the jurisprudence
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i jurisprudencijom
18:43
in order also to present it to the courts.
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da bismo to mogli da predstavimo na sudu.
18:46
The second thing is
that Europe is open for business,
that Europe is open for business,
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Druga stvar je: Evropa je
otvorena za preduzeća,
otvorena za preduzeća,
18:50
but not for tax evasion.
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ali ne i za izbegavanje poreza.
18:52
(Applause)
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(Aplauz)
18:58
The thing is that we are changing,
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Problem je u tome što se mi menjamo,
19:02
and for instance,
when I ask my daughters --
when I ask my daughters --
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i na primer, kada pitam svoje ćerke -
19:04
they use Google as well --
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one takođe koriste Gugl -
19:06
"Why do you do that?"
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„ Zašto to radite?"
19:07
They say, "Well, because it works.
It's a very good product."
It's a very good product."
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One mi kažu: „Pa, zato što to radi.
to je veoma dobar proizvod."
to je veoma dobar proizvod."
19:10
They would never, ever,
come up with the answer,
come up with the answer,
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One mi nikad ne bi rekle:
„Zato što je to američki proizvod."
19:13
"It's because it's a US product."
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19:15
It's just because it works.
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Nego, jednostavno, zato što funkcioniše.
19:17
And that is of course how it should be.
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I tako, naravno, i treba da bude.
19:19
But just the same, it is important
that someone is looking after to say,
that someone is looking after to say,
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Ali, isto tako, važno je
da neko pripazi i kaže:
da neko pripazi i kaže:
19:23
"Well, we congratulate you
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„Pa, čestitamo vam,
19:25
while you grow and grow and grow,
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dok rastete, rastete i rastete,
19:28
but congratulation stops
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ali čestitke prestaju
19:30
if we find that you're
misusing your position
misusing your position
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ako otkrijemo da
zloupotrebljavate svoj položaj,
zloupotrebljavate svoj položaj,
19:34
to harm competitors
so that they cannot serve consumers."
so that they cannot serve consumers."
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da bi naštetili konkurentima tako da
oni ne mogu da ponude usluge kupcima."
oni ne mogu da ponude usluge kupcima."
19:38
BG: It will be
a fascinating case to follow.
a fascinating case to follow.
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BĐ: To će biti fascinantan
slučaj za praćenje.
slučaj za praćenje.
19:40
Thank you for coming to TED.
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Hvala Vam što ste došli na TED.
19:41
MV: It was a pleasure. Thanks a lot.
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MV: Bilo mi je zadovoljstvo. Hvala mnogo.
19:43
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Margrethe Vestager - Commissioner for Competition, European UnionMargrethe Vestager is in charge of regulating commercial activity across the European Union and enforcing the EU’s rules designed to keep the markets fair.
Why you should listen
Margrethe Vestager has been described as "the most powerful woman in Brussels" -- otherwise said, in European politics. As Commissioner for Competition for the European Union, Vestager is in charge of regulating commercial activity across the 28 member states and enforcing the EU's rules designed to keep the markets fair -- rules that, she believes, some big companies have been abusing. In 2016, Vestager ordered Apple to pay €13 bn (about US$15.3 bn) in back taxes. In June 2017, she fined Google €2.4 bn (US$2.8 bn) for manipulating search results in favor of its own services. Other antitrust cases are open against Google. Facebook, Amazon, Russian natural gas producer Gazprom, Italian carmaker Fiat and others are also on her radar screen.
Born in Denmark, Vestager held various ministerial posts in her country's government before being appointed to the European Commission in 2014. Her politics are liberal in the classic meaning of the term: free speech, free assembly and free trade -- but she argues that it can only happen if markets are free of undue influence and anti-competitive behaviors.
Margrethe Vestager | Speaker | TED.com