Press report from the conference:
"11.00: Attending today’s conference is a group of Australian tour operators flown in from Sydney and Melbourne by Etihad over the weekend.
13.00: The conference is about to begin.
13.10: Hogan: Etihad and Serbian government have agreed to intensify talks on an equity investment in Jat. Etihad is already seeing strong demand for Abu Dhabi - Belgrade flights. Hogan looks forward to strong codeshare agreement between Jat and Air Berlin. "Potential investment in Jat a major development. We look forward to conclude an equty agreement as soon as possible".
13.15: Vukashinovich: Belgrade will become a regional hub thanks to the Jat - Etihad partnership. "I am extremely proud to be part of this important moment in Jat's history."
13.20: Hogan: We have agreed to enter discussions to purchase Jat. "We are now entering a new phase. In the next 30 days we will put forward a proposal to Jat and the Serbian government. Jat is an airline with a strong history and Serbia is a country with a big diaspora and major tourism potential. That is the market base. We would not enter discussions if we knew that through restructuring Jat could be successful. We are focusing on returning Jat to profitability"."
I don't see what's confusing you. A MoU has been signed, that's a standard step by step procedure. Clear intentions were delivered to the Serbian media, i don't have the translation here though.
"According to previous media reports, Etihad plans to take over Jat on July 15, a month away from now. The airline is reported to be eager to change Jat’s image, brand, introduce new destinations and aircraft. Mr. Hogan referred to Air Seychelles several times noting that by restructuring the carrier Etihad has turned it into a profitable business for the first time. Jat and Etihad will now intensify discussions on collaborative efforts to further integrate their network and help Jat achieve efficiencies, build revenue and reduce costs. Etihad Airways has for the first time today officially announced plans to invest in Jat."
I'll quote what a forum member eloquently added:
"I don’t know why everyone is getting so worked up. This is exactly how the process of purchasing Air Seychelles went as it had very similar problems to Jat business wise. First the initial agreement, then the memorandum and then the takeover. Mark my words you will see this takeover completed in around a month. (...)
: Etihad is well known of being very secretive of its plans and is extremely careful of what it puts forward to the media. But judging by what Hogan said, in his usual reserved language, he practically admitted this takeover is going through. Make no mistake, Etihad would probably never choose to get involved in Jat but this has nothing to do with that. A certain Emir gave an order and it must be followed through. I am honestly happy for Jat. Why should I be consumed by hate and jelousy? Now I hope we get something similar when Adria gets privatised. Yes, it’s a smaller market but anything to get out of Star Alliances claws."