Branko Mitrović, One CEO & BoD Member

Exciting And Innovative Endeavours Ahead

A joint strategy enables us to successfully manage the digitalisation process that holds the keys to social progress, the development of business and innovation, but also to improving everyday life for all of us ~ Branko Mitrović

Digitalisation is an unavoidable process and it’s entirely up to us alone whether we’ll be able to take advantage of all the opportunities it offers us, or whether well just let it happen to us without a clear vision and the knowhow to manage that process. Digitalisation is of concern to everyone, to the economy, public administration, education, healthcare and every single citizen, says Branko Mitrovic, MFIC BoD member and CEO of company ONE.

According to our interlocutor, ONE is a company for which the digital inclusion of everyone is really important. “That’s why our users can count on us, in the context of the digital services we offer them, but so can the entire Montenegrin society and the Government, to which we are a reliable partner when it comes to this priority issue.” Mitrović adds that Montenegrin society as a whole also has the support of all MFIC members, who already have significant experience when it comes to digitalisation.

You are the Montenegrin market’s leading provider of mobile telecommunication services. How much has this field changed with the rise of digitalisation during the COVID-19 pandemic and what new demands are being made by users?

– The time of the pandemic showed us just how important digitalisation, telecoms services and the IT industry are to our functioning on a daily basis. Digitalisation actually implies saving time and realising our obligations much more efficiently – from online shopping, remote learning and working, scheduling medical check-ups, resolving administrative tasks and problems. The prerequisite for all that is the existence of a network that we can rely on.

Montenegro has the potential to catch the technological wave that transforms the way we live and work fundamentally

Although we are naturally still using all traditional means of communication, our desire today is for that to be efficient and fast, and those are qualities that we find in the online world. Statistics show without a doubt that such communication is increasingly taking precedence and that the years of the pandemic only served to push to the fore a tendency that was certainly ahead of us anyway, rendering it an everyday reality. Our company places the user experience high on its list of priorities, and direct, efficient and transparent communication is an essential part of that experience.

That’s why we’re dedicated to improving this important segment of our operations, and why we’re very proud of our Web chat, as an ambitious platform through which our users can, within a deadline of just a minute, establish contact with One agents with the aim of solving problems or receiving information. There is also the ‘Moj One’ application, which is used by more than 110,000 users every month and represents an excellent way to provide services without the need for users to visit our branches physically. I see a growth opportunity in further digitalisation, and the arrival of 5G will accelerate the digital transformation process significantly. A period of really exciting and innovative endeavours is ahead for the telecom industry.

You’ve personally advanced in your career one step at a time, from an initial position at the company to the top leadership position. Do young people who are today entering the labour market and your company traverse the same path? What can ensure that they stay in Montenegro, which – like many neighbouring countries – is suffering from a brain drain among highly educated members of the workforce? –

At our company we truly value the effort and commitment of employees and believe that, apart from good working conditions, the best reward for them is when we, as employers, provide them with room to improve and advance. Progressing further depends on them. And I believe that young people in Montenegro are capable and want to utilise that chance.


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