Thirty years after the first mobile phone call in Montenegro, connectivity has become part of everyday life — almost invisible, yet fundamentally essential. Behind that continuity lie decades of technological change, adaptation and responsibility, but above all, trust built day by day.
On the anniversary, the company’s evolution and the lessons that shaped both his professional and personal journey, we speak with Branko Mitrović, Executive Director of One Crna Gora.
This year marks 30 years since the first mobile phone call in Montenegro. How do you personally experience this anniversary?
I don’t see thirty years in telecommunications as a number, but as a collection of moments — first calls, staying connected, solving problems, starting new chapters. We often call them One moments.
Mobile communication is now part of daily life, but behind that normality are decades of work, adaptation and responsibility. As a company, we have gone through different identities — from ProMonte and Telenor to One — yet the essence has remained the same: responsibility toward people who entrusted us with something deeply personal — their connection to others and to the world.
This anniversary is a confirmation of that trust, but also a reminder that it is never guaranteed. For me, these 30 years represent continuity of presence, even when it might have been easier to stop or step back.
What enabled the company to remain relevant through three decades of change?
Survival in telecommunications is never the result of inertia. The industry constantly evolves, and every phase brings new challenges. What sustained us was the ability to change in time while preserving what truly matters.
Technologies came and went, but our focus on quality, reliability and customer relationships remained constant. In recent years, our company received the Best in Test award four times as the best mobile network in Montenegro, according to independent international benchmarking organisation Umlaut.
This confirms not only technical excellence, but a consistent, long-term approach to delivering reliable service. Success comes from a series of thoughtful decisions repeated every day.
How does this anniversary shape the way you look at the future of One?
Anniversaries are a moment to pause — not to stand still. Our goal is to remain a company that understands its broader context: social, economic and human. To grow alongside the community and demonstrate responsibility even when it is not commercially driven.
If we preserve closeness with users, remain a reliable partner to employees and a stable pillar of the community, then this anniversary will have real meaning. Longevity alone has no value; meaning does.
Which lesson from the past 30 years shaped you most as a leader?
I see thirty years not as a success to celebrate, but as a responsibility to carry. Few companies have been present through so many pivotal social moments — from the first mobile call to today’s digital era.
What shaped me most is the understanding that stability and relevance do not come from brand size or technology alone, but from consistency in values and the ability to listen — to users, employees and the community.
One Crna Gora endured because it made responsible choices, responded thoughtfully and anticipated change. For me, leadership means building continuity of trust, nurturing relationships and being present when it matters — while constantly encouraging growth and innovation.
