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One Montenegro (full legal name: One Crna Gora DOO) is a mobile phone operator in Montenegro.

Key Information

History

[edit]

In November 1995, PTT of Montenegro and European Telecom Luxembourg signed a contract on establishing a limited liability company in the aim of obtaining a mobile telephony license in Montenegro. Then in January 1996, consortium ETL and PTT of Montenegro obtained a 20-year concession for establishing a GSM 900 mobile network in Montenegro. Then ProMonte was founded two months later, in March 1996. ProMonte went live on July 10, 1996. The first mobile telephony call made in Montenegro was on July 10, 1996. In December 2001, ProMonte obtained a 15-year license, letting it use GSM 900 and DCS 1800. At the same time, PTT of Montenegro sold ETL its 9% of ProMonte shares. On August 11, 2004, Telenor has completed the acquisition of an additional 55.9% of the shares in ProMonte, and became the 100% owner of ProMonte. ProMonte was rebranded as Telenor on May 18, 2010.[citation needed]

In January 2018, the company's management confirmed media reports that there is interest in sale of Telenor's business in Southeast Europe, including Telenor Montenegro.[1] In March 2018, Telenor sold its business in Southeast Europe (Bulgaria, Hungary, Montenegro and Serbia) to the investment fund PPF, for a sum of 2.8 billion euros.[2]

As of December 2021. Telenor in Montenegro is part of 4iG.[3] After the purchase, 4iG transferred the ownership to Antenna Hungária.[4] The company has more than 1,900 employees.

On March 1, 2022, the company announced that the Telenor brand in Montenegro completely changes to ‘ONE’ with the rebrand happening on March 14. The new brand represents friendliness, commitment, agility and transparency.[5]

References

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One Montenegro

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from Grokipedia
One Montenegro, legally known as One Crna Gora DOO, is a telecommunications company headquartered in that operates as a major in , offering , , and related digital services to approximately 375,000 subscribers (as of September 2025). As the country's first mobile operator, it pioneered in the region upon its commercial launch in July 1996. Founded in July 1996 as a between Montenegro's PTT (Post, Telegraph, and Telephone) and European Telecom under the name ProMonte GSM DOO, the company initially focused on establishing Montenegro's nascent mobile infrastructure. It was acquired by Norwegian telecom giant in 2004, rebranded as Telenor Montenegro, and expanded its network coverage across the country. In 2018, ownership transferred to the Czech-based PPF Group, which held it until late 2021 when Hungarian investment firm 4iG acquired the asset for an undisclosed sum and subsequently integrated it into its Antenna Hungária. The company underwent a full rebranding to "One" in March 2022, emphasizing values such as friendliness, commitment, agility, and transparency in its service delivery. Today, One Montenegro provides a range of consumer and business offerings, including prepaid and postpaid mobile plans with access, home internet solutions, packages, and device promotions through partnerships with brands like Apple and . With approximately 360 employees (as of 2023), it maintains a competitive position in Montenegro's telecom market alongside rivals like M:tel and Crnogorski Telekom, while benefiting from 4iG's broader regional presence in . The operator continues to invest in network expansion and digital innovation, positioning itself as a key player in Montenegro's connectivity landscape.

History

Establishment and Early Operations (1996–2004)

ProMonte GSM D.O.O. was founded in March 1996 as a between the Post and Telecommunications of (PTT Montenegro) and European Telecom (ETL), pursuant to a signed in 1995 to establish 's initial mobile telecommunications infrastructure. This partnership aimed to introduce modern technology in a region emerging from the dissolution of Yugoslavia, with ETL providing international expertise and PTT Montenegro contributing local regulatory and operational support. The venture positioned ProMonte as the pioneer in 's nascent mobile sector, addressing the absence of prior cellular services. Commercial launched on July 10, 1996, marking the first mobile network in and enabling the inaugural call in the country. Operating on the 900 standard, the network initially focused on voice services, with early adoption driven by urban demand in a post-conflict seeking connectivity improvements. This launch occurred under a 20-year concession granted to the ETL-PTT in 1996, underscoring the strategic importance of for economic reconnection. Early infrastructure development centered on Podgorica, the capital, where base stations were deployed to cover the urban core and surrounding areas. Expansion rapidly extended to major cities such as , , and Bar, prioritizing population centers to maximize accessibility. By the late , the network achieved 80% population coverage, with targeted upgrades planned to reach 93% by 2000 through additional installations and capacity enhancements. These efforts established a foundational backbone for nationwide service, despite reliance on imported equipment amid regional isolation. Key milestones included steady subscriber growth from zero in 1996 to 273,000 by mid-2004, capturing 57% and driving mobile penetration to approximately 77% in a of 618,000. This expansion reflected initial in the post-Yugoslav era, where mobile services offered a vital alternative to strained fixed-line infrastructure and supported emerging business and personal communications. Representative examples of adoption included rapid uptake among professionals in , highlighting the role of affordability initiatives in overcoming low starting teledensity. Operational challenges in the stemmed from Montenegro's economic instability, characterized by , which peaked at a monthly rate of 313 million percent in January 1994, with the annual rate for 1993 reaching approximately 116.5 quintillion percent, eroding and delaying consumer uptake. against the of restricted imports of , limiting technology access and forcing reliance on delayed or alternative sourcing. Additionally, funding scarcities hampered infrastructure investments, as fiscal constraints and political uncertainties in the union with diverted resources from sector development. These factors tested ProMonte's resilience, yet the company achieved foundational stability, paving the way for its acquisition by in as a pivotal scale-up opportunity.

Acquisition by Telenor and Expansion (2004–2018)

In August 2004, the Norwegian telecommunications company Group acquired an additional 55.9% stake in ProMonte D.O.O., the leading mobile operator in , for €64.8 million, thereby gaining full ownership and control of the company. This acquisition built on 's prior minority investment and positioned the operator to leverage the parent company's expertise in network development and international operations. At the time, ProMonte held a dominant market position with 273,000 subscribers and a 57% share of the Montenegrin mobile market. Under ownership, significant investments were directed toward modernizing the network infrastructure, beginning with the rollout of services following the award of licenses in a tender. ProMonte, as the leader, secured the necessary and launched commercial operations in 2007, achieving 97% coverage by mid-2010 and enabling enhanced data services for users. This period also saw preparations for next-generation technologies, including a successful LTE network trial in 2011. By 2012, became the first operator in the country to commercially launch services in four major cities, marking a key milestone in high-speed deployment. Network expansions accelerated in the mid-2010s, with investing in nationwide coverage that reached significant population centers by 2015, supported by regulatory approvals for additional spectrum in the 800 MHz and 900 MHz bands through a 2016 . These developments improved connectivity across urban and rural areas, facilitating better access to mobile and data-intensive applications. also established partnerships with international operators, including other Telenor Group affiliates and global networks like , to enhance services for customers traveling abroad. In May 2010, the company underwent a from ProMonte to , aligning its identity with the global Telenor brand to strengthen market recognition and operational synergies. Subscriber growth reflected the success of these investments, with Telenor Montenegro surpassing 600,000 users by June 2010, driven by expanded coverage and offerings. By 2018, the subscriber base had stabilized at approximately 413,000, maintaining a of around 40% in a competitive landscape with three major operators. This growth underscored Telenor's focus on quality over aggressive expansion, contributing to improved service reliability and . The period of Telenor control concluded in 2018 with the sale of its Montenegrin operations to PPF Group as part of a broader divestiture of Southeast European assets.

Rebranding and Recent Developments (2018–present)

In March 2018, Group announced the sale of its Central and Eastern European operations, including , to PPF Group for €2.8 billion as part of a strategic to focus on core Nordic and Asian markets. The transaction, which included assets in , , , and , was completed in July 2018, marking PPF's entry into the regional sector under the e& PPF Telecom Group banner. This shift provided Telenor Montenegro with new investment capital for infrastructure upgrades while aligning it with PPF's expansion strategy in emerging European markets. Ownership transitioned further in late 2021 when PPF sold Telenor Montenegro to Hungarian firm 4iG Plc for an undisclosed amount, with the deal closing on December 21, 2021, after regulatory approvals. In early 2022, 4iG reassigned the asset to its subsidiary Antenna Hungária Zrt., integrating it into a broader telecommunications portfolio that emphasized regional consolidation and digital infrastructure development. These changes stabilized the company's structure amid Hungary's growing influence in Balkan telecoms, enabling focused investments in network modernization. On March 1, 2022, the company announced its from Telenor to One (One Crna Gora DOO), with the full transition effective by mid-March, reflecting a strategic pivot to a unified regional under 4iG. The new identity emphasized core values of friendliness, commitment, agility, transparency, and straightforwardness, aiming to foster closer customer relationships and operational efficiency in a competitive market. The extended to visual elements, including a simplified with and orange hues, and updated digital platforms to enhance . Following the rebrand, One Montenegro launched several initiatives to drive growth and innovation. In 2023, it activated 37 New Radio (NR) stations using Dynamic Spectrum Sharing (DSS) technology, enabling services for approximately 55% of the population, primarily in urban areas like . This rollout built on pilot projects in the 3.6 GHz band conducted in collaboration with local regulators and partners in and during 2022–2023. By the end of 2024, One Montenegro's network was activated in all municipalities, providing coverage to over 90% of the population. Promotional efforts included gifting 100 GB of data to all users during the 2022 festive season to boost engagement and highlight enhanced connectivity options. As of 2023, the company employed approximately 120 staff, supporting expanded operations while adapting to Montenegro's accession process, including alignment with regulations on data protection and spectrum allocation.

Ownership and Governance

Ownership History and Current Structure

One Crna Gora D.O.O., the operating entity of One Montenegro, was established on July 10, 1996, as Promonte GSM D.O.O. in , , initially as a between JP PTT Traffic , holding a 51% stake, and European Telecom Luxembourg S.A. (ETL), with 49% ownership, to provide the country's first mobile services. ASA, a Norwegian telecommunications company, held an indirect stake through its participation in the ETL consortium from the outset, but did not gain direct control until later. In August 2004, ASA acquired an additional 55.9% stake in Promonte D.O.O. from European Telecom Luxembourg S.A. and PTT for €64.8 million, thereby achieving 100% ownership of Promonte D.O.O., which it rebranded as in 2010. maintained full ownership of the company until 2018, when it sold its Central and Eastern European assets, including , to PPF Group, a Czech-based investment firm, as part of a €2.8 billion enterprise value transaction covering operations in , , . The deal was completed on July 31, 2018, transferring 100% ownership of to PPF Telecom Group. PPF Group owned Montenegro from 2018 to 2021, during which the operator continued operations under the brand. In October 2021, PPF Telecom Group sold 100% of the shares in Telenor d.o.o. (now One Crna Gora D.O.O.) to 4iG Nyrt., a Hungarian and group, with the transaction subject to regulatory approvals and completed by December 21, 2021; the purchase price was not publicly disclosed. Since April 2022, full ownership has been held by Antenna Hungária Zrt., a of the 4iG Group, following an in-kind capital increase where 4iG transferred its assets, including One Crna Gora D.O.O., to Antenna Hungária, resulting in 4iG's 76.78% controlling stake in the latter. One Crna Gora D.O.O. is registered as a (d.o.o.) under Montenegrin law, with its headquarters in , and operates as a wholly-owned within this structure. The governance of One Crna Gora D.O.O. follows the standard framework for Montenegrin limited liability companies, featuring a management board responsible for day-to-day operations and a supervisory board for oversight, with current board members including Dejan Abazović as of November 2025. As part of the 4iG Group, it adheres to group-wide corporate governance principles emphasizing transparency and risk management, while complying with Montenegrin telecommunications regulations aligned with EU directives as part of Montenegro's EU accession process.

Leadership and Management

Branko Mitrović has served as the of One Montenegro since July 2019, bringing over 20 years of experience in the sector, including prior roles as a board member at Telenor Montenegro and CEO of MNNews from 2014 to 2016. Under his leadership, the company has focused on enhancing network quality and customer services, contributing to awards such as the "Best Mobile Network" recognition from Umlaut. The key management team includes Bojan Ćalasan as since September 2018, who oversees financial strategy with an emphasis on sustainable growth following his earlier tenure at ; Ratko Pustahija as Director of Technology since April 2019, responsible for technical operations and leading the mobile network to multiple "Best in Test" accolades by Umlaut; and other executives such as Biljana Radusinović, for , and Srđan Šišić, for Legal, Regulatory, and Corporate Affairs. The includes representatives from parent company Antenna Hungária, reflecting ownership influences on strategic appointments. Post-rebranding in 2018, One Montenegro's has centered on through technological advancements, customer-centric service delivery, and regional expansion in the Western Balkans, as evidenced by the integration of ESG principles into business operations and a commitment to and employee potential. Notable leadership transitions during the 2021–2022 ownership shift from PPF Group to Antenna Hungária included the appointment of Srđan Šišić in July 2022, strengthening regulatory and amid the acquisition. Management has spearheaded initiatives, including the "Girls in ICT" campaign to promote digital inclusion among youth, which earned a award at KOMference 2025, and broader efforts in and family-friendly workplace policies that secured the "Best Employer for Children and Families" recognition in 2023. These programs extend to rural areas through network expansion and community support, aligning with the company's goals.

Services and Technology

Mobile Telephony and Network Infrastructure

One Montenegro, originally launched as ProMonte, began operations with the introduction of a 900 mobile network in July 1996, marking the first commercial service in the country. The inaugural call was made on July 10, 1996, by a involving ETL and PTT of . In December 2001, ProMonte secured a 15-year license extending to 900 and DCS 1800 frequencies, solidifying its foundational infrastructure. The network evolved to 3G services with the launch of in June 2007 under Montenegro, following the company's acquisition and from ProMonte in 2004. This upgrade enabled higher-speed data capabilities. In the , One Montenegro—rebranded in 2022—introduced /LTE technology, starting with trials in November 2011 and commercial rollout in select municipalities like , , , and Bar by November 2012. By 2015, the network utilized 95% of data transfer services, supported by 364 base stations at the time. More recently, 5G deployment commenced with frequency acquisitions in December 2022, including 2x10 MHz in the 700 MHz band for coverage and 120 MHz in the 3.6 GHz band for capacity, leading to commercial launches in urban areas like by 2023 and advanced 5.5G mmWave trials in March 2025 in collaboration with Tehnopolis. As of September 2024, One operates the largest number of base stations in and has the most users. One Montenegro holds spectrum in key bands including 900 MHz (//LTE), 1800 MHz (DCS/LTE), and 2100 MHz (/LTE), enabling seamless multi-generation compatibility. As a member, the operator adheres to international technical standards for and security. Core mobile services encompass voice , messaging, and mobile data plans, offered through prepaid and postpaid options, including family bundles for shared data usage. includes over 400 in-house base stations as of 2022, with ongoing expansions to support and , positioning One as the operator with the largest number of such sites in . Investments focus on enhancing backhaul connectivity, aligning with national broadband initiatives that promote fiber-optic deployment for reliable mobile support. The company complies with regulations from Montenegro's Agency for Electronic Communications and Postal Services (), an independent body established in 2001 that oversees spectrum allocation, service quality, and market liberalization in electronic communications.

Additional Products and Innovations

One Montenegro has expanded its portfolio with value-added services tailored for both consumers and businesses, including the Moj One mobile application, which enables users to manage accounts, top up credits, and access personalized offers such as bonus data for online payments. The company also provides add-ons integrated with its core mobile network, allowing seamless data usage across Western Balkan countries without additional contracts. In the realm of business solutions, One Montenegro offers IoT connectivity through partnerships with global providers like IoT, focusing on applications in utilities and smart cities, though specific deployments in Montenegro remain limited to network-enabled device management. For content streaming, the operator has facilitated partnerships with device manufacturers, such as for smartwatches with integrated health and media apps, enhancing user access to streaming services via high-speed data plans. Key product launches include unlimited data plans offering unlimited internet at 5G speeds from around €24 per month, which marked a shift toward flexible, high-consumption options for heavy users. Additionally, eSIM support enables instant activation for tourist and duo packages via QR codes, particularly for devices compatible with embedded SIM technology. Innovation initiatives encompass a 5G development roadmap aligned with Montenegro's national strategy, targeting full commercial rollout by the end of , with One Montenegro conducting early tests of 5.5G (5G-Advanced) technology in collaboration with IEC Tehnopolis in March 2025 to achieve up to ten times faster data transfer speeds. The company has also partnered with Elisa Polystar for AI-enhanced network monitoring tools like KALIX and , supporting service assurance and AI-driven customer service optimizations ahead of 5G expansion. R&D efforts include technological sharing within the 4iG Group, which owns One Montenegro through Antenna Hungária, facilitating cross-border advancements in and infrastructure as part of regional expansion strategies. On , One Montenegro installed a plant in 2025 to power its operations with , reducing CO₂ emissions and aligning with national green transition goals by sourcing a portion of its needs from solar panels. This initiative features energy-efficient base stations as part of broader eco-friendly network upgrades.

Market Position and Operations

Coverage and Subscriber Base

One Montenegro provides comprehensive mobile network coverage throughout Montenegro, contributing to national 4G LTE access in approximately 98% of populated areas, with ongoing enhancements to support rollout. This includes strong signal strength in urban centers like and coastal regions, extending to rural and mountainous areas through strategic deployments. The company maintains international agreements with partners across more than 200 countries, enabling seamless connectivity for travelers via global networks. As of September 2025, One Montenegro served approximately 375,000 mobile subscribers, accounting for 23.12% in a total of 1,620,000 active mobile connections nationwide. This represents a penetration rate of about 254 connections per 100 inhabitants, reflecting steady growth from 332,340 subscribers reported in 2025. The subscriber base is divided between prepaid and postpaid plans, aligning with national trends where prepaid accounts comprise approximately 47% of users, often favored for flexibility among younger demographics and . Post-2022, One Montenegro has focused expansion efforts on underserved northern and rural regions, including investments in infrastructure following spectrum acquisition to improve connectivity in remote areas like the mountainous interior. As of late 2024, national coverage exceeded 90% of the population, with One continuing urban and municipal expansions in 2025. These initiatives aim to bridge digital divides, with planned network investments contributing to the sector's €63 million allocation for 2025. Performance metrics indicate stable user retention, though specific churn rates remain low amid competitive pressures; (ARPU) trends show modest increases driven by data usage growth.

Competition and Regulatory Environment

The market in is dominated by three main mobile network operators: m:tel (owned by ), Crnogorski Telekom (branded as T-Mobile Montenegro and owned by ), and One Montenegro. As of August 2025, m:tel holds the largest at 42.94% of mobile subscribers, followed by Crnogorski Telekom at 34.05%, and One at approximately 23%. This oligopolistic structure fosters intense rivalry, with operators frequently engaging in pricing wars that have persistently suppressed (ARPU) levels. Competitive tactics also include promotional bundles, such as prepaid visitor packages that anchor aggressive domestic pricing, alongside efforts to differentiate through network readiness, where all three operators have invested in spectrum acquisition and deployment to capture segments. The sector is regulated by the Agency for Electronic Communications and Postal Services (), which oversees licensing, , and compliance with national and international standards. A key aspect of this framework involves periodic spectrum auctions; for instance, in early 2023, EKIP allocated frequencies in the 700 MHz and 3.6 GHz bands to the three major operators, generating revenues of approximately €8.8 million and mandating nationwide coverage in all municipalities by the end of 2024. As an EU candidate country, has pursued harmonization of its electronic communications laws with the EU acquis, including alignment with the European Electronic Communications Code in October 2024 and the adoption of a national broadband strategy in December 2024 to support gigabit infrastructure development. Operators face ongoing challenges from antitrust scrutiny and evolving data privacy requirements. In November 2024, Montenegro's identified a restrictive agreement among m:tel, Crnogorski Telekom, and One involving potential price-fixing, marking a significant action that could result in substantial fines and highlighting risks in coordinated market behavior. Merger activities are also monitored closely, as evidenced by a nearly €1 million fine imposed in October 2024 for gun-jumping violations in a non-telecom deal, underscoring the 's growing role in preventing premature integration. On data privacy, Montenegro's laws are in the process of aligning with the EU's (GDPR), with a new comprehensive Data Protection Law anticipated for adoption in 2025 following review, though current alignment remains incomplete and applies sector-wide, including to telecom data handling. Montenegro's EU candidacy, formalized in 2010 and advanced through intensified negotiations since the 2020 accession methodology revisions, has driven telecom liberalization by promoting regulatory independence, market openness, and integration. This includes commitments to eliminate intra-EU roaming charges with Montenegro by 2026 as a pre-accession , further liberalizing cross-border services and enhancing competitive pressures within the sector.

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  65. https://seenews.com/news/eu-to-scrap-roaming-charges-with-montenegro-in-2026-von-der-leyen-1283227
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