In Conversation with Uros Mijatovic, COO, Mitto

When you think of a Chief Operating Officer, you might picture spreadsheets, process flows, and behind-the-scenes logistics. But for Uroš, COO of Mitto, the role is just as much about managing energy as it is about managing operations. From aligning global teams to orchestrating seamless omnichannel experiences, Uroš brings a deeply human lens to a highly technical world. In this conversation, he pulls back the curtain on what really keeps SMS alive, why RCS is more than just a flashier message format, and how AI is reshaping the customer experience from the inside out. Scroll down and see for yourself: 

What’s one thing about your role as COO that people often don’t expect?

People often think the COO role is all ops and no emotion but in reality, a huge part of my job is managing energy. It’s about aligning teams across geographies, cultures, and functions while keeping us agile and resilient. That human element is something most don’t expect, but it’s where the magic really happens. 

What excites you most about the future of omnichannel communication?

The convergence of context and immediacy. We’re seeing smarter orchestration across channels where conversations aren’t just multichannel, but deeply personalized, timed perfectly, and aware of user behavior. That’s a big leap from just "sending messages" to actually "building experiences." 

What keeps SMS alive and kicking in a flashy-channel world?

Trust and reach. SMS is the one channel that works on every phone, everywhere, with no app download or data needed. That kind of ubiquity is rare. It’s fast, it’s seen, and when used wisely it's still incredibly effective. 

What’s the most misunderstood thing about RCS from the business side?

That it’s just “SMS with pictures.” In reality, RCS enables rich, app-like experiences inside the messaging inbox think carousels, payments, chatbots. But the true value comes when brands rethink their CX strategy to take full advantage of those capabilities. 

Is voice making a comeback or evolving? How are clients using it?

It’s evolving, no question. Voice isn’t just about calling anymore, it’s interactive, AI-powered, and often tied to automation. We’re seeing brands use voice for proactive notifications, two-way authentication, and even conversational commerce. The key is embedding it as part of a broader journey. 

Advice for avoiding channel overload and creating cohesive CX?

Start with the customer journey, not the channel. Map where intent happens, then align your stack to support that flow. Fewer, better-integrated touchpoints beat a scattered presence every time. 

How does Mitto approach layered defenses to keep SMS trustworthy?

We think in layers: real-time monitoring, smart routing, sender authentication, and industry partnerships. No single tool can stop fraud, it’s about stitching together signals from across the ecosystem to create dynamic protection that evolves with the threat landscape. 

Hardest part of scaling both tech and trust globally?

Consistency. Scaling tech is challenging, but maintaining a consistent level of trust across diverse regulatory, cultural, and infrastructural environments, that’s the real test. It requires relentless alignment between product, compliance, and partnership teams. 

How do you see AI complimenting your work at Mitto?

AI is already making us smarter, helping optimize routing, detect fraud patterns faster, and personalize at scale. What excites me most is AI-driven orchestration: using context in real-time to decide which channel, tone, and timing will drive the best outcome. That’s a game-changer. 

One piece of advice for someone entering modern messaging tech?

Focus on connection, not communication. Anyone can send a message; few can create a moment that feels personal, timely, and valuable. Start there, and the tech becomes an enabler and not the goal.

Rapid replies:

Let’s have a fun one - if you could add any new messaging channel to the Mitto platform tomorrow, even something totally out-there, what would it be?

Paging

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What’s one thing you think brands often overlook when it comes to customer engagement, especially when going omnichannel?‍

Efficient orchestration

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What’s one app you’d uninstall from the world forever, purely for peace of mind?‍

Some of those social networks

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If Mitto had a mascot, what would it be: a wise owl, a chatty parrot, or a no-nonsense robot?‍

Wise owl

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Would you rather debug a broken API live on stage… or explain RCS to your grandma?

Explain RCS to grandma :-)

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Quick! First word that comes to mind when someone says “omnichannel”?

Orchestration

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(Thank you, Uroš, for sharing your thoughtful insights and human-centered approach to tech leadership. Your take on omnichannel orchestration, AI-driven personalization, and the enduring power of SMS was both sharp and inspiring. We especially appreciated your focus on connection over communication. Mitto’s future looks strong with you helping lead the charge. Wishing you continued success!)

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Mitto at a Glance: 

Mitto helps the world’s leading brands connect with their customers through powerful, reliable messaging. With a global reach and a strong focus on innovation, Mitto provides seamless SMS, voice, and chat app solutions that are easy to integrate and scale. Whether it’s managing phone numbers or orchestrating personalized omnichannel experiences, Mitto’s platform is built to keep businesses ahead in a fast-moving digital landscape.

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