Innovations in the financial market and the rapid development of financial tecnologies have led to the fact that banking sector as we know is starting to disappear. More and more financial product find their way to end users without interfering with banks. In the light of theese changes, banks should recognize their chance in a timely manner. Implementation of new tecnologies and cooperatioin with young and innovative companies can contribute to the preservation of the market share and business improvement. The data from last report of The Big Four shows that banks fear of NPL-s is not so big as fear of the loss of market share. The end user of financial services has become aware of the evolution of tecnology and expects higer quality, cheaper and faster sevice. Today's global market is caracterized with numerous companies competing in innovative solutions to end users. Banking institutions could easily end up with tecnological solutions taking over their stability and reliability if banks refuse to merge or cooperate. The fourth industrial revolution is the last call for the banks in generally, but also for the ones in the Balkans, to spot changes on a global scale and adapt their business to new trends in order to keep their position in the financial market.

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