Annual report 2008 - Polkomtel

Annual Report 

Polkomtel S.A.

Introduction 

BThis document contains information on the 

most significant events occurring in the 

financial year 2008, which significantly influenced 

the operations of Polkomtel S.A. 

company. It presents also information on 

the market position of Polkomtel S.A., its 

important technical achievements and 

the financial situation in 2008.

Table of contents 

T h e l a r g e s t 

n e t w o r k i n P o l a n d 

Letter from the President of the Management Board . . . . . . 06 

Management Board Members 

. . . . . . . . . . . . . . 

08 

Supervisory Board Members . . . . . . . . . . . . . . . 09 

Shareholders of Polkomtel S.A. . . . . . . . . . . . . . . 09 

The mobile telephony market in 2008 

. . . . . . . . . . . 

10 

Strategy and market position of Polkomtel S.A. in 2008 

. . . . 

14 

Cooperation among Operators . . . . . . . . . . . . . . 18 

Customer service 

. . . . . . . . . . . . . . . . . . . 

24 

New products and product innovation . . . . . . . . . . . 28 

Technological innovations . . . . . . . . . . . . . . . . 32 

Sales . . . . . . . . . . . . . . . . . . . . . . . . 34 

Infrastructure and network development 

. . . . . . . . . . 

36 

Employees . . . . . . . . . . . . . . . . . . . . . . 40 

Operating results and financial statements 

. . . . . . . . . 

44 

Selected financial data 

. . . . . . . . . . . . . . . . . 

47 

Statutory Auditor’s opinion 

. . . . . . . . . . . . . . . 

48 

Abbreviated financial statements of Polkomtel S.A. Company 

. . 

49 

Balance sheet – assets 

. . . . . . . . . . . . . . . . . 

50 

Balance sheet – liabilities 

. . . . . . . . . . . . . . . . 

54 

Profit and loss account 

. . . . . . . . . . . . . . . . . 

54 

Statement of changes in equity 

. . . . . . . . . . . . . . 

56 

Cash flow statement 

. . . . . . . . . . . . . . . . . . 

58 

Corporate social responsibility and sponsoring activity . . . . . 60 

Awards . . . . . . . . . . . . . . . . . . . . . . . . 68 

4 POLKOMTEL S.A. – ANNUAL REPORT 2008 

POLKOMTEL S.A. – ANNUAL REPORT 2008 

5

Letter from the President 

of the Management Board 



Dear Sirs, 

munication sector due to the above 

tioned offer 36.6 are only some of 

ets. In response to customers’ needs, 

I am happy to open this report by stat- 

factors, we took appropriate steps at 

the solutions introduced in 2008, 

we have also enriched the range of 

ing that at the end of 2008, the largest 

the appropriate early moment. This 

which enabled the customers of Plus 

information, entertainment and loca- 

number of Polish mobile telephone 

action allowed us to reduce the nega- 

to optimize the use of services in 

tion services. 

users chose the Polkomtel S.A. net- 

tive consequences for the Company. 

line with their needs and financial 

work. This means that Polkomtel S.A. 

In 2008, Polkomtel S.A. remained 

capacities. 

became the operator of the largest 

the leader in the most valuable seg- 

A ttractive and diversified product 

telephony network in Poland, and 

ment of contract customers, whose 

and services offer, and the grow- 

came ahead of the second largest 

number, compared to the same pe- 

T he expressive Polkomtel S.A. im- 

ing subscriber base, allowed us to 

player who dominated the market 

riod of 2007, grew by 13.1%. It is 

age has, for years, consisted in prod- 

achieve satisfactory financial re- 

since 2006, winning by almost three 

worth stating that almost every sec- 

uct innovation and an innovative 

sults at the end of 2008, including 

hundred thousand customers. 

ond Polish customer of the mix type 

approach to the market. 2008 was an- 

growth of revenues and net profit in 

offer uses MixPlus. Our Company has 

other year in which we offered many 

comparison to the past year. This de- 

also strengthened its leading posi- 

new solutions. The launch of the 36.6. 

serves special emphasis in the situ- 

A chievement of the position of 

tion in prepaid services, which was 

brand with the Chill Bill offer brought 

ation of decreasing retail prices and 

market leader in terms of custom- 

largely due to the introduction of the 

Polkomtel S.A. into the mobile ad- 

unfavorable changes for the opera- 

ers’ number is a particularly valuable 

new brand, 36.6. 

vertising market, as the first mobile 

tors introduced into the regulatory 

success, given the current market 

telephony operator in Poland. The 

environment in which the Company 

environment. 2008 was a year full of 

„Muzodajnia” music store, launched 

operates, and also in the context of 

marketing challenges – new entrants 

I n 2008, also in the mobile Internet 

in 2008, is another one of such inno- 

worsened macroeconomic situation. 

appeared in the market, the attitudes 

access, Polkomtel S.A. maintained the 

vative projects. The opportunity of 

It was also possible thanks to strict 

and behaviors of consumers changed. 

leading position, by refreshing the 

paying a subscription fee for music 

cost control. 

Other significant factors included the 

brand image and the product offer. 

downloaded not only to the compu- 

worsening macroeconomic situation, 

According to research conducted by 

ter, but also directly to one’s mobile 

whose consequences were visible al- 

independent entities, Polkomtel S.A. 

phone, eliminates the price barrier to 

ready during the last quarter of 2008, 

offers the fastest wireless Internet 

purchasing legal music pieces. More- 

Yours sincerely 

as well as market maturity and asym- 

access in the market. 

over, the Company, as the pioneer of 

metry in settlements with the opera- 

mobile payments known under the 

tors established by the regulator. 

brand “Płać komórką” (“Pay with your 

T he successful year proves our flex- 

mobile phone”) has developed this 

ibility, openness and reactivity to 

attractive offer by adding another 

Jarosław Bauc 

A s we expected the weakening 

signals coming from the market. The 

practical solution – the opportunity 

President of the Management Board, 

growth dynamics of the telecom- 

„Minute Contract” or the aforemen- 

to purchase city public transport tick- 

General Director of Polkomtel S.A. 

6 


POLKOMTEL S.A. – ANNUAL REPORT 2008 7



Company Management Board 

Composition as of 

31 December 2008: 

Supervisory Board 

Composition as of 31 December 2008: 

Jarosław Bauc – President of the 

Management Board, General Director; 

Tomasz Zadroga – Chairman 

Marek Trawiński 

Mirosław Krutin 

Arkadiusz Gierałt 

Krzysztof Kilian – Vice President of 

the Management Board, Marketing and 

Customer Relations Director; 

Tim Harrabin 

Ian Gray 

Dariusz Jacek Krawiec 

Sławomir Jędrzejczyk 

Wojciech Dylewski – Member of the 

Management Board, Operating Director; 

Miguel Marin – Member of the 

Management Board, Technical Director; 

Martin Moorhouse – Member of the 

Management Board, Financial Director. 


Company Shareholders 

21.85% 

PGE Polska Grupa Energetyczna S.A. 

Węglokoks S.A. 

4.98% 

24.39% 

Polski Koncern Naftowy 

Orlen S.A. 

Vodafone Americas, Inc. 

19.61% 

24.39% 

KGHM Polska Miedź S.A. 

Vodafone International 

Holdings B.V. 

4.78% 

Krzysztof Kilian Wojciech Dylewski Miguel Marin 

Martin Moorhouse 

8 





The mobile telephony 

market in 2008 

The four Poland’s largest mobile operators 

service almost 44 millions of 

SIM cards. In 2008, market growth 

amounted to 6%. The mobile telephony 

market has become saturated, with 

the network of PTC Sp. z o.o.; 

CP Telecom Sp. z o.o. (Carrefour 

Mova) – MVNO within the network 

of Polkomtel S.A.; 

MediaTel S.A. (telepin mobi) 

obtained reservation of frequencies 

in the 1800 MHz range – namely 

CenterNet Sp. z o.o. and Mobyland 

Sp. z o.o. – were supposed to commence 

operations by the end of 2008. 

penetration reaching 115.2%. In terms 

– MVNO within the network of PTK 

None of them succeeded, but in De- 

of market penetration, Poland ranks 

Centertel Sp. z o.o.; 

cember 2008 the President of the 

For the Polish mobile telephony sector, 

2008 was a year of heightened competi- 

22nd among all 27 Member Countries 

of the European Union (according to 

report of the European Commission). 

For another subsequent year, the mobile 

telephony is squeezing fixed-line 

Cyfrowy Polsat S.A. – MVNO within 

the network of PTC Sp. z o.o.; 

Aster Sp. z o.o. – MVNO in cooperation 

with PTK Centertel Sp. z o.o.; 

Crowley Data Poland Sp. z o.o. 

Office of Electronic Communications 

(UKE) offered both companies the opportunity 

to extend the deadline for 

the fulfillment of their obligations, 

due to difficult economic situation. 

tion in the mobile market 

telephony out of the market. In 2008, 

significant growth was noted in the 

number of users, the number of calls 

(CROWLEY TeleMobile) – MVNO 

within the network of PTK Centertel 

Sp. z o.o.; 

Mobile Television 

and their durations. New operators 

Netia S.A. – MVNO within the net- 

A tender has been opened for fre- 

appeared in the market, offering new 

work of P4 Sp. z o.o. 

quencies in the range 470–790 MHz, 

packages of services. 

designated for mobile television. Two 

T ender procedure was conducted 

companies participated in the tender: 

New operators 

and completed for the frequencies in 

the 900 MHz range. Due to preferenc- 

Mobile TV Sp. z o.o., which is a consortium 

of four mobile operators, and 

In 2008, the rates for inter-operator 

es granted to small players and to new 

INFO-TV-FM Sp. z o.o., a local televi- 

settlements were reduced among the 

market entrants, frequencies were al- 

sion provider. 

three players with significant market 

located to Aero2 Sp. z o.o. – a company 

position. A very high asymmetry of 

rates was maintained in the market to 

established a few months before the 

tender – and to P4 Sp. z o.o. 

Mobile Internet 

the benefit of P4 Sp. z o.o. and Cyfrowy 

Owing to the ever-wider reach of the 

Polsat S.A. In 2008, the following new 

U nder regulatory requirements, 

UMTS technology, there has been 

MVNO players entered the market of 

entities which in November 2007 

a growing interest in the Internet 

mobile telephony: 

Mobile Entertainment Company 

Sp. z o.o. (Mobilking) – MVNO within 

The Company maintained the position of a leader in the 

segment of contract customers. 

10 



T h e l a r g e s t n e t w o r k i n P o l a n d 

In 2008, significant 

growth was noted in the 

number of users, the 

number of calls and their 

duration. 

access offered by mobile operators. 

In 2008, mobile operators focused 

largely on mobile data transmission 

– very favorable tariffs were offered, 

which significantly lowered costs and 

were competitive in relation to fixed 

Internet offers. Subscription was offered 

in package with an appropriate 

device. Here, Polkomtel S.A. was the 

I n 2008, Polkomtel S.A. became the 

leader of the mobile telephony market, 

with its subscriber base of 14.5 

million customers. The Company 

came ahead of the second largest operator 

by almost 300 thousand customers, 

and achieved a 33% market 

share. The Company maintained the 

position of a leader in the segment 

In 2008, mobile operators focused largely 

on mobile data transmission – very favorable 

tariffs were offered which significantly 

leader, offering the iPlus subscription 

of contract customers, whose base 

together with a netbook. The number 

of customers using mobile Internet 

increased significantly. 

amounted to 6.6 million at the end of 

2008 and grew by 13.1%, compared 

to the same period of 2007. 

lowered costs and were competitive in 

relation to fixed Internet offers. 

12 

POLKOMTEL S.A. – ANNUAL REPORT 2008



Strategy and market position 

of Polkomtel S.A. in 2008 

The introduction of innovative solutions, 

overcoming of new market barriers and 

effective communication were the keys 

to success in 2008 – the achievement of 

the position of the largest mobile network 

in the Polish market by Polkomtel S.A. 

In 2008, Polkomtel S.A. introduced 

a number of innovations into its offer, 

which largely contributed to the 

achievement of market leader position. 

The Company has for years led 

the segment of the largest Polish enterprises 

(CMA and SME). In 2008, it 

confirmed its domination in the market 

of contract offers and mobile Internet. 

Polkomtel S.A., owner of the strongest 

prepaid brand – Simplus – set out to 

grow its share in the pre-paid market, 

by introducing the 36.6 brand. 

T he innovative pre-paid offer of 36.6 

is targeted at the young people. It is 

based on a lump-sum SMS payment 

which enables freedom of communication 

and supplements the previous 

pre-paid offer of Plus with an opportunity 

to receive top-ups in return for 

listening to commercials (the Chill 

Bill service). This innovative solution 

brought Polkomtel S.A. into the mobile 

advertising market, as the first operator 

in Poland. 

Leader in post-paid 

and MixPlus 

The aggressive action undertaken by 

competitors did not threaten the position 

of Polkomtel S.A. as the leader 

in the individual post-paid and mix 

market. This result is supported by 

the success of MixPlus, which is 

used by almost every second user 

of mix offers in Poland. The flexible 

payment model, combined with 

the service portfolio enriched with 

a wide range of value added services 

– especially the music-related 

ones which are particularly popular 

among customers – is the reason why 

MixPlus maintains its leading position 

for a subsequent year. 

T he consistent extension of the flexible 

products portfolio was also seen 

in the subscription offer, where the 

unique “Minute Contract” was introduced 

in mid-year. This is the firstever 

offer for persons whose calls 

exceed the number of minutes under 

their subscription which defines not 

the contract duration but the number 

of minutes they can use. It allows the 

customers to replace their phone with 

a new one, or to profit from a new promotion 

earlier than under a standard 

contract. 

Mobile Internet market 

In 2008, Polkomtel S.A. confirmed its domination in the 

market of contract offers and mobile Internet. 

In the market of mobile Internet access, 

iPlus maintained the leading 

position thanks to both effective 

brand image communication and the 

attractive product offer. 

F rom June 2008 to December 2008, 

Polkomtel S.A. has seen the largest 

market growth dynamics among all Internet 

providers in Poland. According 

to research conducted by independent 

sources (including Audytel S.A. and 

Komputer Świat), iPlus offers the fastest 

wireless Internet access in the market. 

New directions 

Another innovative solution is the 

music store Muzodajnia, launched 

in 2008. This is the first music store 

in Poland that offers access to legal 

music in exchange for a lump-sum 

subscription fee. Each of the users 

can download the music not only to 

his/her computer, but also directly 

to the mobile phone. All customers 

are welcome to use the Muzodajnia, 

14 





Polkomtel S.A. maintained 

regardless of the network in which 

reflection of the positive perception of 

Operators’ share of the prepaid market * 

the highest level of 

they have their telephones. 

the Plus brand. 

spontaneous awareness 

of commercials in the 

A s the pioneer of mobile payments, 

Polkomtel S.A. developed this area in 

T he commercials of the Plus brand are 

well known to the Polish viewers, and 

33% 

29% 

33% 

31% 31% 35% 3% 

mobile telephony sector 

2008, enabling its customers to use 

for years have been produced in the ex- 

– its result was over three 

times better than in the 

case of other operators. 

their mobile phones to purchase city 

public transport tickets and to pay 

for car parking in Warsaw. The Company 

plans to continue to extend 

tremely effective creative format with 

the cooperation of the Mumio cabaret 

group. Another undisputed success is 

the very characteristic format of Simplus 

6% 

the range of services which could be 

paid for with the mobile phone. 

commercials, which alludes to various 

movie genders. The consumers received 

Polkomtel S.A. 

PTC Sp. z o.o. 

PTK Centertel 

Sp. z o.o. 

P4 Sp. z o.o. 



PTK Centertel 

Sp. z o.o. 

P4 Sp. z o.o. 

Positive brand 

reception 

very well the humor and direct style of 

new advertising messages of the 36.6 

brand, targeted at the young people. The 

commercials promoting the iPlus mobile 

Source: data from the operators’ quarterly reports 

* 4 operators (without MVNOs) 

2007 2008 

For the Plus brand, the year 2008 was 

Internet access, and the “Plus for compa- 

a very successful one also in terms of 

nies” corporate offer are seen as factual, 

results of marketing communication. 

convincing and encouraging. 

Operators’ shares – individual post-paid and mix market 

Operators’ shares of the mobile Internet market 

It is confirmed by results of consumer 

research conducted in the course of 

2008: spontaneous awareness of the 

T he highest quality, innovation and 

effectiveness of the Polkomtel S.A. mar- 

35% 

36% 

Plus brand, and the intention to purchase 

are significantly higher than 

keting communication have been appreciated 

both by consumers (such awards 

29% 

32% 

27% 

29% 

results obtained by competitors. 

as Trusted Brand, Superbrands, Premium 

Polkomtel S.A. also maintained the 

Brands, most trusted brand), as well 

highest level of spontaneous awareness 

of commercials in the mobile 

telephony sector – its result was over 

as by the experts from the advertising 

and media sector (e.g. Kreatura, several 

awards of the KTR (Club of Advertising 

4% 

8% 

three times better than in the case of 

other operators. The brand rejection 

Creators) including the very prestigious 

award for advertiser of the year, Impac- 



PTK Centertel 

Sp. z o.o. 

P4 Sp. z o.o. 



PTK Centertel 

Sp. z o.o. 

P4 Sp. z o.o. 

ratio is the lowest among all mobile 

tor – most admired advertiser, and Gold 

operators, which certainly is a good 

Effie for long-term activities). 

Source: market situation – IQS AND QUANT, November 2008 

Source: UKE’s report – Retail Market of Broadband Internet Access 

16 





Cooperation among operators 

In 2008, the Company commenced 

rendering of services stemming from 

Domestic cooperation 

Polkomtel S.A. has agreements on net- 

on the connection of the fixed 

network of Polkomtel S.A. with the 

regulatory obligations: 

work connections and points of net- 

network of TP S.A. for voice calls 

providing Polkomtel S.A. subscrib- 

work interconnection with all operators 

without the NDS, originating from 

Cooperation among operators in 2008 was 

characterized by significant dynamics of 

ers with access to non-geographical 

numbers in the fixed telephony 

operators’ networks; 

launch of a nation-wide toll free 

helpline for children (116 111), in 

of mobile networks in Poland, as well 

as with the largest operators of fixed 

line networks. This not only means access 

to all networks for the customers 

of Polkomtel S.A., but also enables co- 

the TP S.A. network to the fixed network 

of Polkomtel S.A., within the 

whole territory of Poland; 

on the connection of the fixed 

network of Polkomtel S.A. with 

changes. These changes were caused by the 

competitive nature of the market, the appear- 

cooperation with the Nobody’s Children 

Foundation. Polkomtel S.A. is 

the first Polish, and fifth European 

entrepreneur from the telecommunication 

sector to offer a European 

operation with other operators in the 

area of call transfer. The offer formulated 

in this area has a positive influence 

on the growth of Polkomtel S.A.’s 

revenues. It also means that fixed line 

the network of TP S.A. for the 

services of local calls with the 

Polkomtel S.A. NDS prefix, within 

the whole territory of Poland; 

on the connection of the mobile 

ance of new entrants, numerous regulatory 

obligations and by the activity of regulator, 

helpline of social value. 

P olkomtel S.A. has also developed 

and implemented, by entering into 

contracts with mobile networks op- 

operators using our services are not 

obliged to establish points of network 

interconnection with all operators of 

mobile and fixed line networks. 

network of Polkomtel S.A. with the 

network of TP S.A. regarding the 

introduction of lump-sum settlements 

for traffic terminating in the 

TP S.A. network (the so-called flat 

whose interventions into the relations among 

various business entities were becoming in- 

erators, a cooperation model for access 

from other mobile networks to 

telephone numbers starting with 

080x, allocated by the President of 

the Office of Electronic Communica- 

I n the area of cooperation with TP SA, 

Polkomtel S.A. managed to reach an 

agreement on the interpretation of the 

agreement on the connection of the 

Polkomtel S.A.’s mobile network with 

interconnect rate). 

T hese decisions are expected to result 

in improved traffic exchange between 

the TP S.A. and Polkomtel S.A. 

creasingly broad. Such interventions which 

were of particular importance for the Company 

were the decisions regarding the mobile 

termination rates (MTR). 

tion (UKE) for the fixed line network 

of Polkomtel S.A. This will allow access 

to 080x numbers from the whole 

area of Poland. In addition, under the 

contracts signed with fixed and mobile 

networks operators, nationwide 

access has been provided to the information 

line 118 118, serviced under 

Polkomtel S.A.’s fixed line network. 

the network of TP S.A. This agreement 

resulted in reduction of costs of terminating 

in the TP S.A. network the calls 

coming from Polkomtel S.A.’s mobile 

network. Polkomtel S.A. succeeded 

also in obtaining administrative decisions 

of President of UKE, beneficial to 

the Company, changing the following 

agreements with TP S.A.: 

networks, and a reduction of costs 

tied to the exchange of inter-network 

traffic, incurred by Polkomtel S.A. 

Service Providers/MVNO 

In 2008, Polkomtel S.A. continued 

and developed the formula, created 

in 2006, for cooperation with enti- 

18 





ties which do not own public mobile 

mobile network operator using the 

R endering services to partners 

calls and SMS in roaming, and other 

area of determining market position 

Company decided to employ avail- 

telephone networks and commence 

Polkomtel S.A. network. In 2008, the 

who cooperate with Polkomtel S.A. 

Premium Rate services. A function- 

of new players, such as P4 Sp. z o.o. 

able measures to appeal against the 

their business under the Service 

Company started negotiations with 

under the SP/MVNO model requires 

ality was also developed that allows 

and Cyfrowy Polsat S.A. (which has 

decision of President of UKE, includ- 

Provider/MVNO model. The active 

new potential partners and the tech- 

the design and implementation of 

to reduce the costs of SP/MVNOs 

a direct influence on the situation 

ing filing a formal complaint to the 

approach to potential partners plan- 

nical implementation of contracts 

technical and IT solutions that match 

tied to the maintenance of SIM cards 

of other mobile operators) and the 

European Commission. 

ning such activity allowed the Com- 

signed with GG Network S.A. and Tel- 

their specific needs, and the assur- 

designated for replacement and to 

lineup of regulatory obligations that 

Wholesale sales of telecommunication 

services is becoming an important source of increasing 

the Company’s revenues. 

pany to gain the status of leader in efonia Dialog S.A.. The said contracts 

ance of appropriate processes within 

the Company, necessary for the 

performance of signed contracts. 

This calls both for the development 

of systems that integrate the 

Polkomtel S.A. network with service 

systems of external suppliers, and 

service the number portability process 

(MNP), as well as to launch new 

functionalities in the future. 

Important regulatory 

decisions 

is favorable for these entities; as well 

as in the area covering allocation of 

scarce resources (radio frequencies) 

for selected market players. 

U nder the actions falling within the 

first of the above described areas 

I 2008, President of UKE has declared 

P4 Sp. z o.o. as operator with 

significant position in the wholesale 

market of voice calls terminating in 

the P4 Sp. z o.o. network. The manner 

for determining regulatory obligations 

under this decision enables the 

this market segment, and also to ac- 

were developed in the direction of 

for formal arrangements meant to 

The regulatory environment in which 

– regulation of the MTR rates – the 

President of UKE to set MTR rates for 

quire the most attractive partners. 

In early 2008, Polkomtel S.A. had 

delivering subsequent services meant 

to increase the chances of SP/MVNO 

assure favorable terms of solutions 

provided by these suppliers for the 

the Company operates undergoes 

continuous changes, which have a di- 

The regulatory environment in which the Company 

active contracts with emFinanse Sp. 

z o.o. (a company of the BRE Group, 

operating under the brand mBank 

Mobile), GG Network S.A. and Tel- 

in competing in the market, and simultaneously 

offering the opportunity to 

raise Polkomtel S.A. revenues on the 

wholesale cooperation with these 

SP/MVNOs. In 2008, Polkomtel S.A. 

continued work on developing the 

functionality that would allow to deliver 

a broad range of information on 

rect influence on business situation 

and on the conditions for rendering 

services to customers. A number of 

administrative decisions of the Presi- 

operates undergoes continuous changes, which have 

a direct influence on business situation and on the 

conditions for rendering services to customers. 

efonia Dialog S.A.. In the course of 

partners. This included wholesale 

the use of telecommunication serv- 

dent of the UKE raised serious ob- 

2008, the position of market leader 

access to SMSC and MMSC, operat- 

ices by the end users. Implementa- 

jections of operators, both in terms 

President of UKE issued on 30th Sep- 

the P4 Sp. z o.o. network on a level sig- 

was strengthened by signing subse- 

ing procedures for breakdowns and 

tion of this solution would allow the 

of assessment of their influence on 

tember 2008 the so-called new MTR 

nificantly higher than the MTR rates 

quent contracts with new partners: 

outages in the rendering of services. 

SP/MVNOs to deliver a broad range 

competition development in the 

decision. This decision changed – to 

that Polkomtel S.A. is authorized to 

CP Telecom Sp. z o.o. (a subsidiary 

In 2008, Polkomtel S.A. continued to 

of services that would be competi- 

Polish telecommunication market, 

the disadvantage of Polkomtel S.A. 

charge. In addition, on 16th December 

of Carrefour and Effortel, operat- 

perform the contract for wholesale 

tive with offers of other operators. 

and in terms of their compliance with 

– the schedule for adapting the MTR 

2008, President of UKE has issued an 

ing under the name Carrefour Mova) 

access to its mobile network under 

Entrepreneurs operating on the basis 

the current Polish and EU legislation. 

rates, which had been set earlier (in 

official statement on the subject of 

and QXL Poland Sp. z o.o. – the larg- 

the national roaming model with the 

of the Polkomtel S.A. network would 

This statement is illustrated by the 

April 2007) for the years 2007-2010 

admissible asymmetry of MTR rates, 

est auction service in Poland and 

fourth market operator – P4 Sp. z o.o. 

be able to offer their customers, 

actions undertaken by President of 

by means of the so-called old MTR 

stating that new entrants in the mobile 

Central and Eastern Europe. In April 

trading as Play. Wholesale sales of 

without obstacles and with no fear 

the UKE in 2008 in the area of de- 

decision. Changes introduced by the 

telephony market would be authorized 

2008, CP Telecom Sp. z o.o. trading 

telecommunication services have be- 

of abuse, the packet data transmis- 

termining mobile termination rates 

new MTR decision included not only 

to charge rates that are higher even 

as Carrefour Mova started commer- 

come a significant source of increas- 

sion services on both standard and 

in the mobile Polkomtel S.A. net- 

the reduction of set rates, but also 

by 141% from MTR rates applied by 

cial operations as another virtual 

ing the Company’s revenues. 

lump-sum settlement basis, voice 

work (the so-called MTR rates); in the 

their earlier implementation. The 

Polkomtel S.A., PTC Sp. z o.o. and PTK 

20 





Centertel Sp. z o.o. – which is the level 

ervation decisions, issued on 9th 

sions that would lead to excessive and 

in the consultations for a number of 

ous years. In comparison to 2007, 

ers and users across 197 countries. 

unheard-of in the whole European Un- 

December 2008 for P4 Sp. z o.o. and 

unjustified costs, or that would reduce 

other legislation pertaining to the tel- 

the amount of numbers transferred 

Polkomtel S.A. maintained also 

ion. On 5th December 2008, President 

Aero2 Sp. z o.o. 

the revenues of operators. The draft 

ecommunications market, presenting 

among Polish mobile telephony op- 

its leadership in the packet data 

of UKE launched the consultation proc- 

of the so-called EU amendment, sent 

– via the Polish Chamber of Informa- 

erators rose by over 30% (from al- 

transmission service, available in 

ess for the draft of decision similar as 

T he President of UKE launched and 

to the Polish Parliament takes into ac- 

tion Technology and Telecommuni- 

most 115 thousands in 2007 to over 

124 countries. In 2008, Polkomtel S.A. 

in the case of P4 Sp. z o.o., to be issued 

led the proceedings whose goal was 

count a number of comments raised 

cations and the Polish Confederation 

150 thousands in 2008). 

successfully negotiated preferential 

for the company Cyfrowy Polsat S.A. 

to demonstrate the oligopoly of three 

by Polkomtel S.A. and by other opera- 

of Private Employers Lewiatan – its 

wholesale financial terms for inter- 

MNO operators in the market of pro- 

tors. This is reflected in the limiting or 

opinions and proposals meant to im- 

T he Company entered into six new 

national roaming in foreign networks, 

I n the course of actions that fall 

viding access services and calls origi- 

abandoning of certain obligations pro- 

prove the conditions under which the 

agreements on the numbers portabil- 

which enabled the Company to design 

under the third of the described ar- 

nation in mobile public networks. In 

posed under earlier drafts, that would 

Company operates. 

ity service (with the following com- 

very competitive offers for its custom- 

eas – radio frequencies allocation 

August 2008, the President of UKE fi- 

have been particularly burdensome 

panies: Aster Sp. z o.o., CP Telecom 

ers. In addition, thanks to its very ac- 

for the operators, such as: limiting the 

I n 2008, Polkomtel S.A. com- 

Sp. z o.o., Cyfrowy Polsat S.A., Mobile 

tive attempts, Polkomtel S.A. acquired 

Polkomtel S.A. has also actively participated in the 

consultations for a number of legislation pertaining 

to the telecommunications market, presenting 

its opinions and proposals meant to improve the 

conditions under which the Company operates. 

right of the subscriber to terminate 

the contract in the case where the 

service regulations are changed due 

to the need to adapt them to the current 

provisions of the law; abandoning 

the need to guarantee the subscriber 

the possibility to limit the monthly invoice 

amount; abandoning the imme- 

menced the implementation of 

a number of regulatory obligations, 

consisting in the launch of services 

or other solutions defined under 

the telecommunication law. The 

possibility to localize calls made 

to emergency numbers was of particular 

importance (in cooperation 

Entertainment Company Sp. z o.o., 

Netia S.A. and Telogic Poland Sp. z o.o.). 

The total number of such agreements 

amounts to 11. 

International 

cooperation 

roaming traffic from other international 

networks outside the Vodafone 

group, by directing other networks’ 

users to the Polkomtel S.A. network. 

The outcome of these intense market 

activities was the acquisition of 

additional international transit traffic 

from the wholesale market, with 

– in 2008 the President of UKE an- 

nally declared this market as competi- 

diate enforcement of penalties levied 

with the Ministry of Interior and 

In the area of roaming and internation- 

the use of vacant frequencies at the 

nounced and conducted a tender 

tive one, not subject to regulation. 

on entrepreneurs by President of UKE 

Administration, location of these 

al wholesale services, Polkomtel S.A. 

network interconnection points. This 

for reservation of frequencies in the 

This was the outcome of effective ac- 

(through payments into an escrow ac- 

calls was made possible on the ba- 

maintained in 2008 the leading posi- 

allowed to increase revenues and to 

E-GSM range. The tender has been 

tions undertaken by Polkomtel S.A. 

count). 

sis of the Polkomtel S.A. solution 

tion among all Polish mobile opera- 

obtain additional margin without the 

awarded to Play Sp. z o.o. and Aero2 

– that is, with the use of the website 

tors in terms of international roaming 

involvement of additional resources 

Sp. z o.o. Tender conditions have 

been clearly discriminating against 

Polkomtel S.A. and its main competitors, 

in practice precluding any 

chances of the Company to obtain 

rights to the discussed resources. 

Polkomtel S.A. filed for invalidating 

the tender, and challenging the res- 

Changes in the 

telecommunication law 

Under the process of consultations for 

the amendment of telecommunication 

law, Polkomtel S.A. worked actively to 

rationalize certain solutions, in particular 

to abandon proposal for provi- 

H owever, it should be stressed that 

the amended telecommunication law 

would lead to a new quality in the 

conditions under which the telecommunication 

companies operate, mainly 

as it significantly strengthens the 

position of President of UKE. Polkomtel 

S.A. has also actively participated 

http://www.112.pl 

Number portability 

In 2008 the customers’ interest in 

the number portability service clearly 

grew, although this growth was 

less dynamic than during the previ- 

– offering its services to subscrib- 

by Polkomtel S.A. 

In the area of roaming and international wholesale 

services, in 2008 Polkomtel S.A. maintained the leading 

position among all Polish mobile operators in terms 

of international roaming. 

22 





Customer service 

It is the reason why we constantly 

improve our processes, research 

the self-service channels (www, IVR, 

SMS, USSD), to accelerate implemen- 

2008, enables the ongoing monitoring 

of traffic – post-paid and 

and analyze the rapidly changing 

tation of new products and services 

pre-paid alike – including roaming 

telecommunication market, and 

in these channels, and to increase 

traffic. It defines effective rules that 

It would not have been possible to achieve 

the leading position among all companies 

most importantly, listen to the 

comments and suggestions of our 

customers, considering these as 

a gift from them. All these actions 

increase the satisfaction of cus- 

the share of self-service. 

I n mid-2008, a new, fully redesigned 

version of the Polkomtel S.A. e-store, 

based on state-of-the-art IT solutions 

identify potential fraud and allow 

to block services in case where the 

fraud is probable. Those action limit 

the losses of operator, arising with 

relation to use of services contrary 

operating in the Polish mobile telephony 

market without competent and friendly 

tomers with services offered by 

our network, and build durable relations 

between the customer and 

our Company. 

provided by IBM, was implemented. 

The new e-store has advanced presentation 

capabilities for the offered 

handsets, and a user-friendly purchase 

mechanism for products and 

to the contract. They also guarantee 

safety for customers, and full access 

to information about the amount of 

their future bill. 

customer service. The highest quality of 

services to our customers is the goal that 

I n 2008, our Customer Service 

Center implemented a new service 

philosophy, to meet the wishes and 

expectations of our customers. The 

fully automated outgoing phone- 

services. The new design, adapted to 

needs of customers, further emphasizes 

its modern nature. Launch of 

the modern version of e-store led to 

a dynamic growth in the sales of new 

I n order to protect safety of customers, 

real-time monitoring of roaming 

calls made by Polkomtel S.A. customers 

was launched (the so-called 

NRTRDE). 

we have set for ourselves years ago in 

order to meet, and even exceed, their ex- 

based campaigns, during which 

our consultants present dedicated 

packages, developed especially 

for specific customers, have introduced 

a new quality in customer 

activations and products in the rapidly 

growing Polish e-commerce market, 

and contributed to strengthen 

the in-house distribution network of 


Customers about 

the Company 

In July 2008, our Company commis- 

pectations. 

service. 

New initiatives 

T he new system for identification 

of fraud, implemented in December 

sioned a qualitative research of satisfaction 

of customers serviced under 

the usage monitoring process. Result 

In 2008, a new strategic project 

called Self Care was initiated and 

launched. Its main goals, for the 

nearest future, are to further improve 

customers’ satisfaction with 

In mid-2008, a new, fully redesigned version of 

the Polkomtel S.A. e-store, based on state-of-the-art 

IT solutions provided by IBM, was implemented. 

24 





The cyclical audit conducted in 2008, 

of the research has demonstrated 

a very high level of respondents’ sat- 

T he audit conducted in 2008, which 

covered customer service and per- 

students, by enabling them participation 

in practical training and in- 

which covered customer service and 

isfactions with the preventive actions, 

and with service by employees participating 

in this process. Among oth- 

sonnel management in accordance 

with ISO 9001-2000 requirements, 

proved that the friendly and com- 

ternships and to popularize this form 

of acquiring valuable employees 

among the employers. In the course 

personnel management in accordance 

ers, the most appreciated one – as an 

expression of care for customer – was 

the information on current usage level 

(both in the form of SMS and direct 

petent service, as well as new initiatives 

in the customer service area 

constantly increase satisfaction of 

our customers. It was confirmed that 

of the internship, the students could 

learn about the specific features and 

environment of work in the customer 

service area. This initiative supported 

with ISO 9001-2000 requirements, 

contact with the consultant). Contact 

with employees has received positive 

opinions from most of respondents 

the Customer Service Center fully 

adheres to the standards, and the 

management system is effectively 

the process of search for candidates 

to work at the telephone Customer 

Service Centers. 

proved that the friendly and competent 

and was described as courteous, competent 

and exhaustive. 

2 008 was full of various actions 

maintained. 

Social initiatives 

O ur Company, as the only one 

among all telecommunication operators 

in the Polish market, supported 

service, as well as new initiatives in the 

promoting alternative payment 

forms – primarily direct debit. The 

customers were sent over 2 million 

Polkomtel S.A. actively participated 

in the project meant to increase the 

professional activity of disabled 

for another time the Great Orchestra 

of Christmas Charity. Consultants of 

the Polkomtel S.A. Customer Service 

customer service area constantly increase 

of leaflets promoting direct debit as 

the most convenient and the safest 

method for paying for telecommuni- 

persons. Under this project, the first 

disabled persons were hired on 1st 

October 2008 as consultants in the 

Center have supported the Orchestra 

in 2008, working as volunteers on 

the Orchestra’s hotlines. 

cation services in the Polkomtel S.A. 

Telephone Customer Service Center 

satisfaction of Polkomtel S.A. customers. 

network. The number of services 

settled with a direct debit reached 

in 2008 the level of about 400 thou- 

located in Łódź . 

D uring third quarter of 2008, 

sands, which corresponds to a growth 

Polkomtel S.A. took part in the pro- 

by 18%, in comparison to 2007. The 

gram “The Young Ones in Łódź”, or- 

share of direct debit in the total 

ganized in cooperation with the Łódź 

number of payments was slightly 

City Hall. The program’s purpose is 

higher than 11%. 

to increase professional activity of 




New products and product 

innovation 

In 2008 Polkomtel S.A., responding to the 

customers’ needs, developed the information 

services which offer each customer 

access to information, sports or business 

news via the mobile portal. The customers 

can also use location services, and services 

tied to delivery of music as well as 

video content, among other things. 

The Company is the pioneer of mobile 

payments, provided under the 

brand name “Pay with your mobile” 

(“Płać komórką”). Currently customers 

can use this method to pay for 

city public transport tickets or car 

parking time in Warsaw. The Company 

plans to extend the range of services 

which could be paid for with the 

mobile phone. 

T he Company is consistently broadening 

its portfolio of flexible products. 

One of such innovations is the 

“Minute Contract”, described earlier. 

A nother innovative solution is the 

musical store Muzodajnia, launched 

in 2008. This is the first music store 

in Poland that offers access to legal 

music in exchange for a lump-sum 

subscription fee. Each of the users 

can download the music not only to 

his/her computer, but also directly to 

the mobile phone. This manner of access 

to music practically eliminates 

the price barrier to purchasing legal 

music. Muzodajnia is open to all customers, 

regardless of the network in 

which they have their telephones. 

T he offer at the wap.plus.pl was developed 

effectively. This portal was 

given new image and functionalities, 

which brought the Plus Product World 

closer to the customers. As a result, 

the number of users of wap.plus.pl 

grew, and so did the revenues. In the 

future, wap.plus.pl is to become the 

main channel for contact between 

the customers and the operator. 

Novelty entertainment 

and information 

services 

Czasoumilacz – the Time Charmer 

– Przygotowywarka (Preparer) and 

Mixer. New functionalities intended 

for the mass and business customer 

market which allow to: 

• prepare one’s own recording from 

an existing music file; 

• making an own recording using a 

microphone and computer (so far 

it was possible only via IVR); 

• adding musical background (ready 

or custom-made) to one’s recording. 

Flirtoteka – Flirting Board – a voicebased 

dating service which allows 

to establish new contacts. 

Voice Mail via MMS – a mail profile 

which sends each received message 

to the mailbox user in the 

form of a MMS with the original 

voice message sent as attachment. 

Kontaktoutrwalacz – Contact 

Preserver – a service that enables 

the users to copy, store and 

record all contacts from their telephones, 

at any given time and 

any given number of times, to any 

number of telephones which operate 

under the standard Sync ML 

protocol. 

MultiInfo – an Internet platform 

for the exchange of SMS , providing 

mass and bilateral communication 

among single and group mobile 

network users via an online inter- 

Muzodajnia (muzodajnia.pl) is the first music store in 

Poland that offers access to legal music in exchange 

for a lump-sum subscription fee. Each of the users can 

download the music not only to his/her computer, but 

also directly to the mobile phone. 

28 





face. The platform’s development 

the year, several dedicated WAP 

red and used it. Advantages of this 

and the opportunity to broadcast 

phones, containing data on com- 

tariff plans, toll-free GPRS con- 

was continued in 2008. New mod- 

services were launched, with 

new communication channel are 

more TV channels on-line; 

panies and their services from all 

nection with wap.plusgsm.pl and 

ules were introduced – SMSschool, 

services and content tied to holi- 

appreciated by a growing number 

over Poland. 

a MMS profile for voice mail; 

Reception, as well as a number 

days, movie premieres and other 

of advertisers. Over a hundred of 

new BlackBerry offers, including 

of additional new functionalities 

which increase the platform’s flex- 

important cultural events. 

campaigns were conducted. This 

channel has been used by such 

up-to-date, improved software 

and reduced prices of services. 

Tariff products 

Na Rozmowy – For Calls – a promotional 

tariff dedicated for 

ibility. 

Chill Bill – in June 2008, users 

well-known brands as: Tiger, Red 

Aside from the described earlier 36.6 

the SOHO market, under which 

Automotive service – a video 

of the 36.6 brand were offered 

the Chill Bill service. This is the 

Bull, Lotto, Cubus, Speak Up or 

Cinema City. The feature that 

Convergent services 

and the Minute Contract, the tariff 

products launched in 2008 included: 

call minutes are included in the 

subscription fee, replacing the 

streaming service on the latest 

first solution in Poland that 

makes Chill Bill stand out the 

the „Prefix 1069” service – intro- 

Taryfy Syberyjskie – Siberian 

packages based on monthly bill 

news from the world of vehicles, 

gives free top-ups to be used 

most among other channels is 

duction of local calls for subscrib- 

Tariffs – new tariffs for the mass 

amount, which were used so far 

tests of cars, reports from car fairs 

for calls and SMS in return for 

the extremely high response rate 

ers of the service located all over 

market, characterized by a large 

for all corporate customers; 

and car shows. 

listening to commercials. Use of 

– even after a one-time listening 

Poland, with the exception of tran- 

amount of call minutes, and pack- 

this service is very simple – all 

to the commercial – and full me- 

sit zone in Lublin; 

ages of minutes to be used for 

Eurotaryfa – Euro Tariff – reduc- 

Video streaming package based 

the user needs to do is to reg- 

asurability of the campaign (all 

calls to all networks; plus the 

tion of the Euro Tariff prices for 

on the offer of MTV – the most 

ister at the website http://www. 

contacts with the commercials 

commercial launch of points of 

Złocimierz – Zloty Meter – serv- 

voice calls originated and re- 

popular shows of this TV channel, 

plus. 

pl/oferta_indywidualna/ 

are recorded). 

interconnection LPSS all over Po- 

ice, under which the customer re- 

ceived under roaming. Prices are 

such as „Pimp my room”. 

mix/ chillbill/, and next call the 

land, with the exception of tran- 

ceives automatic notifications on 

independent of roaming partners’ 

Sportownia – „Sports house” 

– a new section of the wap.plus.pl 

toll-free number 6666 to listen 

to a set of three commercials. 

After each of the commercials, 

Dedicated data 

transmission services 

sit zones located in Lublin and 

Szczecin; 

exceeding his/her selected permanent 

bill amount, and subsequently 

on multiple excess of the 

tariffs, identical for all countries 

of the European Union; 

portal, which replaced the former 

the user receives a simple ques- 

The following were introduced: 

new types of calls were intro- 

bill amount; 

New rates for voice calls and SMS 

sports news. This section includes 

tion on its content – three cor- 

new dedicated applications (iPlus 

duced to the following number 

under roaming, intended for special 

several information categories, 

rect answers are rewarded with 

Manager 2.0, ZeroCD) that facili- 

types: Premium Rate, Split Charge, 

Ważny Telefon – Important Tel- 

offers for Corporate Customers. 

as well as entertainment services 

1.00 PLN for calls, SMS and 

tate the use of data transmission 

AUS, Paging Networks for UK cus- 

ephone – promotional tariffs for 

and sports content. The important 

MMS. The maximum monthly 

services; 

tomers; as well as the opportunity 

persons who make a lot of calls 

sports events of 2008 had special 

top-up that can be obtained in 

to use SS7 signaling on the sub- 

and spend over 100.00 PLN per 

dedicated sections under Spor- 

this way is set at 10.00 PLN, and 

new offers for packet data trans- 

scriber line; 

month on their phone bills. The 

townia. 

this amount can be used for 30 

mission under roaming; 

tariffs include extra packages of 

days. From the launch of this se- 

118 118 – hotline for Eniro – 

minutes, discount for the iPlus 

Occasional centers on the 

rvice till the end of 2008, over 

videostreaming – a new platform 

launch of a fee-for-service infor- 

service via the mobile phone, a 

wap.plus.pl portal – throughout 

210 thousand persons registe- 

aimed at increasing effectiveness, 

mation hotline for users of mobile 

gold number under 250 and 350 

30 





Technological innovations 

Polkomtel S.A. is a company that values 

innovation. 2008 saw the introduction of 

one of the first solutions. From the planned 

series of technologically innovative IT 

implementations Polkomtel S.A. launched 

a new billing system for its pre-paid 

customers. 

The modernization program for 

the architecture of new solutions 

in the area of new products and 

services development, initiated 

at the end of 2006, allowed the 

Company to launch a new billing 

system for customers of pre-paid 

services. As the result of implementation 

of one of the world’s 

latest solution of that type, 

Polkomtel S.A. was able to offer 

a number of innovative services, 

extremely favorable for the customers. 

A good example are two 

of these services: the first one that 

allows to use the mobile phone 

even when the customer account 

is exhausted, and the second one 

that offers cheaper calls within 

community groups. 

In 2008, the Company introduced 

also projects targeted at further 

modernization of the IT infrastructure, 

focused on billing systems 

for contract customers and 

the CRM systems that support 

sales and customer service. The 

purpose of the actions undertaken 

by the Company in this area is 

to build in the future a comprehensive 

and innovative solution 

that would enable the offering 

of new products, such as convergent 

services, subscription services 

and pre-paid services. 

knowledge, necessary competen- 

that would provide the desirable 

Investment into modern information 

technologies is justified ing the Company to cope with the 

cies and specialist skills, allow- 

primarily by the economic calculation. 

Implementation of solutions 

challenges it faces. 

based on SOA (Service Oriented F ocus on innovation is a well 

Architecture), as continuation of thought-out strategy, which gives 

the modernization processes of the Company ample room to design 

IT infrastructure, will facilitate its own new products. The initiated 

the integration of new solutions changes would assure the Company 

with existing ones. This will allow 

Polkomtel S.A. to optimize the rich the range of offered products 

the opportunity to continuously en- 

time and costs of new products and services, and increase their competitiveness 

in terms of implementation. The launch of the 

quality. 

Implementation of architecture based on SOA will 

facilitate the integration of new solutions with existing 

ones. This will allow Polkomtel S.A. to optimize the time 

and cost of new products implementation. 

Muzodajnia service in the second T he solutions to be introduced 

half of 2008 confirmed this approach 

is right. 

challenges for the coming years. As 

into the IT infrastructure are the key 

The standardization of IT processes, 

currently implemented, and maintaining the necessary software 

a result, by optimizing costs while 

their linking to business services, quality, we shall be able to cope with 

would have a significant influence the increasing pressure and demands 

on future effectiveness growth. from the dynamically changing market 

environment. 

This shall be followed by organizational 

and structural changes 

32 




Sales 

The priority sales activities of Polkomtel S.A. 

in 2008 focused on the enlargement of 

packages of additional services matching 

the needs of individual customers, and on 

development of tailor-made solutions for 

business customers 

26 Company stores 

955 agency POS 

441 sales outlets 

55 distributors of pre-paid products 

12 Telesales partners 

Internet store 

In 2008, the sales network structure 

441 points of sales (developed 

T he channel responsible for the ac- 

548 agency commercial advisers 

comprised: 

by 10 commercial partners), dedi- 

quisition of and comprehensive serv- 

Channels responsible for the acquisition 

and complex servicing of 

individual customers and small busi- 

cated to the sales of mobile data 

transmission solutions; 

55 distributors of the pre-paid 

ices to medium and large businesses, 

represented by the own sales channel 

of Polkomtel S.A., responsible 

38 telemarketing partners 

nesses, represented by: 

products, including 26 distribu- 

for the cooperation with the largest 

26 Company stores; 

tors of electronic top-ups; 40 

customers of Polkomtel S.A., and ex- 

955 agency-based POS, including 

thousand points of sale of start- 

ternal sales channels, i.e.: 

133 company POS, 643 specialist 

er packages and about 100,000 

548 agency commercial advisers 

POS and 179 non-specialist sales 

outlets where electronic top-ups 

of Polkomtel S.A., 

outlets. This network was serviced 

are sold; 

38 telemarketing partners. 

by 10 network partners and 10 indi- 

12 Telesales partners; 

vidual partners; 

Internet store. 

34 




Infrastructure and network 

development 

Investments into the telecommunication 

network were induced by 

the increase in traffic generated 

by new customers, rising interest 

in services among the existing cus- 

In 2008, Polkomtel S.A. investment 

outlays exceeded the level of PLN 

1.1 billion for the second subsequent 

time. This was attributed primarily 

to the rapid growth of UMTS 

transmission capacity in the transport 

network, at 30 Mb/s per NodeB, 

based on the IP technology. This is 

one of the first projects of this type 

in Europe. It allows to meet the ex- 

tomers, as well as by investments 

network coverage, network modern- 

pectations of customers who use 

into new technologies aimed at in- 

ization to extend the reach of EDGE 

the currently available technolo- 

In 2008, Polkomtel S.A. continued its invest- 

creasing the comfort of using the 

fastest Internet access available in 

the mobile network. The Company 

technology outside the UMTS coverage, 

and evolution of the high speed 

data transmission technology in the 

gies, and enables the implementation 

of HSPA+. 

ment into the telecommunication network, 

developing the UMTS network, increasing 

increased also the capacity of numerous 

platforms delivering value 

added services, such as MMS, SMS, 

voice mail, video streaming, Czasoumilacz, 

Kto Dzwonił – identification 

UMTS network (HSPA). Within the 10 

largest Polish cities and metropolitan 

areas, and in zones of increased 

traffic, the HSPA technology allows 

to use data transmission and 

D evelopment of the UMTS network 

was complemented by network development 

on the basis of EDGE 

technology. This technology has 

been developed simultaneously in 

data transmission capacity and network 

capacity for the services offered. 

of callers, and location services. In 

2008, Polkomtel S.A. launched also 

the IMS technical infrastructure, 

which is the technological root from 

which new generations of network 

Internet access at the speed of up 

to 7.2Mb/s towards the subscriber 

terminal and 1.4 Mb/s from the terminal 

towards the network. Within 

the remaining coverage area of the 

urban areas and in locations where 

there is large interest in data transmission 

in the GSM network (it applies 

especially to users who do not 

yet have UMTS terminals). The EDGE 

architecture will grow. Thanks to 

UMTS network, the speed of data 

technology is currently available for 

this solution, we can already of- 

transmission under the HSPA tech- 

83% of Poland’s population. The 

fer advanced, highly personalized 

nology is up to 3.6 Mb/s towards the 

area in which it is available gener- 

services to our key customers, re- 

subscriber terminal and 384 kb/s 

ates over 95% of data transmission 

gardless of whether their network 

from the terminal towards the net- 

traffic. 

access solution is the classical GSM 

work. At the end of 2008, the UMTS 

or VoIP. 

Primary investments 

technology in Polkomtel S.A. network 

was available in almost 1500 

cities and municipalities, inhabited 

by over 50% of the population. 

The 2G and 3G 

technologies 

Growth in network capacity for 

The main group of the Company’s 

expenditure are investments into 

A 

new solution was implement- 

voice services reached 17% per 

year, which matched the increase 

the telecommunication network. 

ed in Wrocław, offering high data 

in voice traffic in the 2G network 

36 





by 22% compared to the previous 

the capacity of many platforms for 

ity of the OCP nodes at the end of 

the Sigtran protocol. This is tied to 

the rush hours. In absolute values, 

work based on the Sigtran protocol 

year. In the last week of 2008, the 

value added services. At present, 

2008 amounted to 5.39 millions of 

the development of network tech- 

this means a growth of the monthly 

and IP transport. 

network was capable of transferring 

the Polkomtel S.A. network is capa- 

call set-up attempts per hour. 

nology towards IP-based common 

volume by as much as 206 TB. The 

almost 200,000 erlangs during rush 

ble of servicing 100 MMS messages 

packet transport. 

growth rate was over twice as high 

R ollout 2008 was once again im- 

hours. During 2008, the number of 

per second, and 8500 SMS messag- 

I n view of the planned mass mi- 

as during the previous year. In or- 

plemented under the process of 

GSM base stations rose by 5%, and 

the number of UMTS base stations 

es per second. The MMSC platform 

was also upgraded – its architecture 

gration of pre-paid users from the 

SICAP system, in 2008 the Company 

Network development 

der to service the future traffic with 

such growth rate, and due to voice 

turnkey construction of base stations, 

with the participation of 

by 74%. In 2008, the development 

was modified and adapted to ensure 

undertook actions meant to increase 

In terms of Inter-network traffic 

traffic serviced on the basis of Re- 

external partners. In 2008, the 

of the voice core network was based 

the failure-free service of traffic with 

the capacity of the Alcatel-Lucent’s 

exchange, at the end of 2008 the 

lease 4 of the 3GPP architecture, 

Company implemented solutions 

primarily on the 3GPP Release 

changed profile, especially at inter- 

Intelligent Network platform, which 

Company had 19 points of inter- 

which requires an effective pack- 

meant to improve process capac- 

4 architecture, using IP technology 

faces to other mobile networks. The 

constitutes an integral element of 

connection with international op- 

age transport network, aside from 

ity – of both Polkomtel S.A. and its 

for transport. The share of traffic 

investments into development and 

the target pre-paid solution in the 

erators (POI), and three subsequent 

development of infrastructure to 

principal partners, namely Erics- 

served by this infrastructure ex- 

modernization of the voice mail sys- 

form of Convergent Billing. Thus, 

ones were being tested. The range 

service packet transmission of the 

son and Nokia Siemens Networks. 

ceeded 23% in 2008 and shall con- 

tem allowed to increase its capacity. 

the Alcatel-Lucent’s Intelligent Net- 

of available points of interconnec- 

users’ data, the Company made fur- 

In terms of network development 

tinue to increase significantly in the 

This was possible in part thanks to the 

work at the end of 2008 was ready 

tion with domestic operators was 

ther investments. After selection of 

in 2008, the goals regarding the 

coming years. It is also worth noting 

initiation of a new node. The capac- 

to service 9 millions of active pre- 

also extended to include another 

the winning tender already in 2007, 

number of integrated new 2G and 

that traffic migration from 2G to 3G 

ity of the voice mail system amounts 

paid users. A number of other serv- 

34, and their total number amount- 

a completely new packet transport 

3G base stations, and moderniza- 

network increased significantly in 

currently to 10,320,000 boxes, and 

ice platforms were also modernized 

ed to 198 at the end of 2008. The 

2008. At the end of the year, voice 

services under 3G network amounted 

to 8.5% of all voice calls in the 

whole network, and almost 14% in 

most of the voice mail nodes in the 

network are already adapted to service 

multimedia messages. 

in 2008. 

Reliable infrastructure 

network developed visibly towards 

packet transport technology and 

packet data transmission, which 

was determined by the demand of 

In 2008, Polkomtel S.A. launched the IMS technical 

infrastructure, which is the technological root from which 

new generations of network architecture will grow. 

the nine largest cities and metro- 

I n order to assure capacity need- 

Due to the 35-percent growth of 

mobile users to access fast data 

politan areas. 

ed to service the current number 

signaling traffic in the network, the 

transmission technologies, and by 

network was built, based on the IP/ 

tion of 2G networks in terms of the 

of pre-paid customers using the 

existing STP nodes were expanded 

the significant scale of voice traf- 

MPLS technology. This network took 

EDGE technology (by replacement 

Service platforms 

CAMEL technology, in 2008 the 

Company undertook actions meant 

to the maximum possible capacity. 

The network was enlarged by 

fic migration to the 3GPP Release 

4 architecture. Users of data trans- 

over the whole traffic and replaced 

the previous IP backbone network. 

of equipment in over 800 stations) 

were achieved in practically 100%. 

In order to serve the constantly 

to enlarge the capacity of the OCP 

adding two new nodes, already 

mission services have sent 330 

This network serves also as the ba- 

The 2008 rollout was the largest 

growing number of subscribers 

nodes which are part of the SICAP 

equipped with processors dedicat- 

terabytes (TB) of data in December 

sis for continuing migration of the 

ever in the Company’s history. 

and the increasing network traffic, 

pre-paid platform. After completion 

ed to service the signaling traffic 

2008, and the upstream of Internet 

SS7 signaling network based on the 

Polkomtel S.A. has also increased 

of this enlargement, the total capac- 

on the basis of IP technology under 

traffic reached 2.2 Gbit/s during 

TDM technology to signaling net- 

38 





Employees 

Employment level 

Full-time and temporary employees 

The level of employment at Polkomtel S.A. 

as of 31 December 2008 amounted to 3,602 

permanent employees (calculated as fulltime 

equivalents) and the average of 157 

temporary employees in the year, which 

makes 3,759 employees in total. 

2004 2005 

2006 

2007 

2008 

– Average number of temporary employees in a year – Number of full-time equivalents 

Training 

826 

516 

513 

400 

157 

3053 

3387 

3396 

3355 

3602 

In 2008, the employees of 

Polkomtel S.A. participated in a total 

of 14,461 days of training. There 

was four days of training per one 

employee. The number of English 

language courses amounted to two 

hours per employee. 

Average age of employees in the years 2006–2008 

32.38 

32.27 

31.93 

Employment structure 

by sex and age 

The age of average employee of the 

Company was 32.27 as of 31 December 

2008. For women, the average age 

was 31.1, for men 33.4. 

2006 

2007 2008 

40 





Job seniority in proportion to all employees 

38.21% 

15.09% 

0–2 years 

3–5 years 

Measure 1. Total number of customers per one employee 

(FTE) 

2318 

1811 

3855 

3579 

3072 

Measure 2. Revenues per one employee (FTE) in PLN ‘000 

2259 

2075 

1883 

1664 

1455 

19.32% 

6–8 years 

27.37% 

9–12 years 

2004 2005 2006 2007 2008 

2004 2005 2006 2007 2008 

The ratio of the total number of customers to the number 

The value of revenues per one employee (including tempo- 

of employees (full time and temporary) in Polkomtel S.A. 

rary employees) in 2008 amounted to PLN 2,259,000.00, 

amounted to 3855 at the end of 2008, which constitutes an 

which constitutes an increase of 8.87% in comparison to 

increase of 7.71% in relation to the 2007 ratio. 

the 2007 result. 

W omen constituted 48.41% (1,889) 

for one or two years, which means that 

sons) and 48% - secondary and post- 

of all employees. The proportion of 

38.21% of all employees have em- 

secondary education (1,873 persons). 

women employees at the Company 

ployment length under two years. The 

Measure 3. EBIDTA per one employee in PLN ‘000 

Measure 4. HR ROI – return on investment in human resources 

rose compared to the previous year 

– in 2007, Polkomtel S.A. employed 

1704 women (47.43% of all employees). 

The share of men dropped from 

52.57% (1,889) in 2007 to 51.59% 

smallest group of employees is those 

with employment duration from three 

to five years (only 15.09%). 

T he average employment duration 

Employment 

effectiveness 

measures 

Polkomtel S.A. conducts annual 

510 

589 

634 

751 

825 

7.23 

8.42 

8.65 

8.49 8.50 

(2,013) in 2008. 

at Polkomtel S.A. amounts to five 

surveys on the effectiveness of em- 

by education and positions held 

years, which is similar to the data 

for 2007. 

ployees, assessed on the basis of 

established measures. The results of 

The largest group among all employees 

of Polkomtel S.A. are those with employment 

length shorter than one year 

Level of education 

those surveys are illustrated by the 

following diagrams. 

2004 2005 2006 2007 2008 2004 2005 2006 2007 2008 

The value of EBIDTA per one employee (including temporary 

Gross profit (PLN) from each 1 PLN invested in employees. In 

(19.04%). 19.17% of all employees 

46.77% of the Company employees 

employees) in 2008 amounted to PLN 825,000.00, which con- 

comparison to 2007, a decrease by 1.73% was recorded. 

have been employed at the Company 

have higher education (1,837 per- 

stitutes an increase of 9.85% in comparison to the 2007 result. 

42 





Operating results 

and financial statements 

Customer base 

The total base of customers of 

Polkomtel S.A. mobile services at the 

end of 2008 amounted to 14,473.7 

thousand. This constitutes an increase 

package, makes the customers migrate 

between offers of different operators 

more frequently. Additionally, the increase 

in churn rate among customers 

without contracts was influenced by 

to the previous year. The decrease of 

ARPU is the effect of introduction of 

new tariffs and promotions, offering increasingly 

favorable prices of telecommunication 

services. Another factor 

by 7.6% in relation to the level as at 

the offers of migration to postpaid and 

that contributed to the decline in ARPU 

the end of 2007. The contract custom- 

MixPlus. 

is the growing penetration of mobile 

The increase in the number of customers 

by 7.6% in the difficult and 

er base (subscribers and MixPlus users 

with a contract) increased to 6,564.5 

thousand, and the base of users without 

a contract to 7,909.3 thousand. 

This constitutes an increase by 13.1% 

Average Revenue 

Per User 

The average revenue per user (ARPU) 

telephony services, and an increased 

interest in contract services among 

customers who previously used offers 

without a contract. 

demanding 2008 is a proof of splendid 

condition of Polkomtel S.A., which became 

and 3.4%, respectively. In 2008, like in 

the previous years, most – that is, 77% 

– of newly acquired customers were 

users of services without a contract. 

However, due to the growing churn 

in 2008 amounted to PLN 47 per 

month. This is PLN 0.8 more in comparison 

to PLN 46.2 in 2007. The increase 

of ARPU refers to customers 

without contracts (in the segment of 

Financing 

of operations 

In 2008, Polkomtel S.A. financed its 

operations both with own funds and 

the largest player in the mobile telephony 

market. This dynamic development al- 

rate in that group, it was the contract 

customers who accounted for the majority 

of net increase (newly acquired 

minus churn) in 2008. 

customers with contract, a decrease 

of ARPU was noted). 

G rowth of ARPU in the segment of 

customers without contract in 2008, 

with external funds, in the form of 

bank loans and – to a small extent – in 

the form of a bonds issue program. The 

Company paid the remaining dividend 

for 2007 (remaining after the advance 

lowed the Company to achieve net profit 

in the amount of PLN 1,359,094,009.29. 

Churn rate 

The churn rate in the Polkomtel S.A. network 

rose in 2008 to the level of 43.9%, 

in comparison to the rate from the pre- 

to the level of PLN 18.3 (in 2007, the 

level reached PLN 17.5) results from 

the higher activity of these customers, 

which translates into higher average usage 

of voice services (by 17%). This is 

paid to Shareholders in December 

2007), in two installments totaling PLN 

932.5 million. 

T he total debt under bank loans 

vious year, which amounted to 36.4%. 

caused by the high price effectiveness, 

amounted to PLN 1,573.3 million at the 

This was due to the higher outflow of 

observed in this group of customers. 

end of 2008. At the end of 2008, the 

customers from the base without con- 

Debt/EBIDTA ratio amounted to 0.45, 

tract. The significant competition in 

I n 2008, ARPU for contract custom- 

which represents a slight decrease in 

the market of prepaid offers, combined 

ers amounted to PLN 79.3, which repre- 

comparison to its 2007 level, when it 

with the low purchase cost of the starter 

sents a decrease by 6.7% in comparison 

amounted to 0.57. 

44 



Selected financial data 



I n order to finance its operations, in 

2008 Polkomtel S.A. used a revolving 

loan, based on the agreement of 

6 July 2006, concluded with the group 

of the following banks: Bank BPH S.A., 

Bank Handlowy w Warszawie S.A., Bank 

Pekao S.A., BNP Paribas/BNP Paribas S.A. 

Branch in Poland, ING Bank Śląski S.A./ 

ING Bank N.V., J.P. Morgan PLC/J.P. Morgan 

Europe Limited, Powszechna Kasa 

Oszczędności Bank Polski S.A., Societe 

Generale S.A. Branch in Poland and 

Nordea Bank Polska S.A., which joined 

the group of financing banks in 2007. 

This loan, granted in the amount of PLN 

1,600 million, is designated for the general 

needs of the Company. The total 

repayment of the loan is planned at five 

years after the date of signing the loan 

agreement, that is, in July 2011. At the 

end of 2008, Polkomtel S.A. had unused 

limit under the revolving loan, amounting 

to PLN 200 million. 

P olkomtel S.A. used also an overdraft 

and a bonds issue program in 

2008. The debt in short-term overdraft 

lines amounted to PLN 165.7 

million at the end of 2008. In order 

to flexibly manage its liquidity gaps, 

Polkomtel S.A. used a five-year 

bonds issue program, with the maximum 

debt amount set at PLN 1,000 

The total base of customers of Polkomtel S.A. mobile 

services at the end of 2008 amounted to 14,473.7 

thousand. This constitutes an increase by 7.6% in 

relation to the level as at the end of 2007. 

million, organized in 2005. As the 

conditions in the commercial papers 

market worsened significantly, this 

program was used only in the first 

half of 2008. Therefore, no debt 

under the bonds was recorded as of 

31 December 2008. 

Result on financial 

activities 

In 2008, the balance on financial operations 

was negative and amounted 

to PLN 210.9 million. A significant 

component of these costs, in the 

amount of PLN 42.7 million, was 

the interest presented as discount 

related to the valuation of the 

UMTS license. The financial activities 

involved interest expenses and 

commissions on contracted loans, 

in the amount of PLN 90.2 million. 

In comparison to the previous year 

(PLN 66.9 million), it results from an 

increase in the average level of debt. 

The rapid weakening of the Polish 

currency influenced the results in 

the form of negative foreign exchange 

differences in the amount of 

PLN 161.9 million. The positive result 

on hedging operations, including realized 

and unrealized results on derivatives, 

together with interest paid 

and received on these instruments, 

amounted to PLN 95.7 million. It 

significantly improved the financial 

result, weakened by the negative 

influence of foreign exchange rates. 

To compare, in 2007 these amounts 

were, respectively: PLN 42.1 million 

of gains on foreign exchange differences, 

and PLN 2.9 million of loss on 

derivative instruments. The financial 

risk is subject to hedging principles, 

established by the Supervisory 

Board in 2002 and set forth in the 

document “Financial Risk Management 

Policy”. The activities in that 

area are regulated by detailed procedures, 

which allow for effective 

measurement of and hedging against 

market risks. 


Net sales and sales equivalents 8 482 085 193.95 

Profit on sales 1 858 447 198.99 

Profit on operations 1 886 446 944.44 

Gross profit 1 675 585 677.78 

Net profit 1 359 094 009.29 

Balance sheet 

Non-current assets 7 350 346 412.08 

Current assets 1 566 357 031.76 

Total assets 8 916 703 443.84 

Shareholders’ equity 3 942 867 433.65 

Cash flow 

Operations (plus) 2 591 499 012.62 

Investments (minus) (1 534 462 909.26) 

Financial operations (minus) (1 054 663 019.64) 

Other information 

Number of users (31 December 2008) 14 473 726 

Number of employees (December 2008), including 2 persons on foreign contracts 3 602.1 

Investments in fixed assets 1 421 156 391.75 

Share capital 2 050 000 000.00 

Selected financial ratios 

Fixed Asset Turnover (Sales/Assets) 95.1% 

Net Return on Sales 

(Net result/ Sales) 16% 

Return on Equity (Net result/ Equity) 34.5% 

Liquidity ratio (Current assets – short-term prepayments)/ short-term liabilities 0.5 

Increased liquidity ratio (Current assets – short-term prepayments-inventories)/ short-term liabilities 0.4 

46 



Statutory Auditor’s opinion 


Summary financial statements 

of Polkomtel S.A. 


To the Shareholders and Supervisory Board of the Polkomtel S.A. 

We have audited the financial statements of the Polkomtel S.A. with its registered office in Warsaw, ul. Postępu 3, including: 

introduction to the financial statements, 

balance sheet drawn up as of 31 December 2008, with total assets and liabilities of PLN 8,916,703,443.84, 

profit and loss account for the financial year from 1 January 2008 to 31 December 2008, disclosing net profit of 

PLN 1,359,094,009.29, 

statement of changes in shareholders’ equity for the financial year from 1 January 2008 to 31 December 2008, disclosing 

an increase in equity in the amount of PLN 426,549,009.29, 

cash flow statement for the financial year from 1 January 2008 to 31 December 2008, showing a net cash inflow of 

PLN 2,373,083.72, 

notes and explanations to financial statements 

drawn pursuant to the provisions of the Accounting Act of 29 September 1994 (Journal of Laws no. 76/2002, item 694, 

as amended). On 10 February 2009 we have issued an unqualified opinion on the full financial statements. 

drawn pursuant to the provisions of the Accounting Act of 29 September 

1994 for the financial year from 1 January 2008 to 31 December 2008 

On the basis of the full financial statements drawn up as of 31 December 2008, their abbrevieted version has been 

drawn up, including: 

1. Balance sheet drawn up as of 31 December 2008, with total assets and liabilities of PLN 8,916,703,443.84; 

2. Profit and loss account for the financial year from 1 January 2008 to 31 December 2008, disclosing net profit of 

PLN 1,359,094,009.29; 

3. Statement of changes in shareholders’ equity for the financial year from 1 January 2008 to 31 December 2008, disclosing 

an increase in equity in the amount of PLN 426,549,009.29, 

4. Cash flow statement for the financial year from 1 January 2008 to 31 December 2008, showing a net cash inflow 

of PLN 2,373,083.72. 

The preparation of the enclosed summary financial statements is the responsibility of the Management Board of the Company. 

Our task was to ensure the compliance of the summary financial statements with the full financial statements. In our 

opinion, the attached summary financial statements were drawn in all material aspects in line with the full version of the 

financial statements. 

................................................................. 

................................................................. 

................................................................. 


Krzysztof Kilian 

Wojciech Dylewski 

The full version of the financial statements, which was the subject of our audit, contains notes to the financial statements 

President of the Management Board 

Vice President 

Member of the Management Board 

which were not fully presented in the attached summary financial statements. 

of the Management Board 

................................................................. 

................................................................. 

................................................................. 

................................................................. 

................................................................. 

................................................................. 

Miguel Marin 

Bogusława Matuszewska 

Martin Moorhouse 

Paulina Bednarczyk 

Persons representing the entity 

entity authorized to audit financial 




Statutory Auditor 

statements, entered in the list of 

Reg. no.11083/7968 

authorized entities maintained by 

the National Council of Statutory 

Auditors (KRBR) under registration 

number 73 

Warsaw, 10 February 2009 

Warsaw, 10 February 2009 

48 



Balance sheet – assets 



balance as of 31.12.2008 31.12.2007 

ASSETS 

A. Non-current assets 7 350 346 412.08 7 065 105 707.88 

1. Intangible assets 2 221 363 069.22 2 392 757 813.46 

1.1 Research & development costs 0.00 0.00 

1.2 Goodwill 0.00 0.00 

1.3 Other intangible assets 2 145 500 993.31 2 329 918 475.69 

1.4 Intangible assets not in use yet 75 862 075.91 62 839 337.77 

2. Tangible assets 4 860 725 848.43 4 462 849 688.05 

2.1. Property, plant and equipment 4 096 340 077.50 3 693 353 289.43 

2.1.1. Lands (including perpetual usufruct) 30 902 825.48 27 253 522.72 

2.1.2. Buildings, premises and civil engineering facilities 111 703 692.47 103 316 383.41 

2.1.3. Technical equipment and machinery 3 882 824 601.64 3 480 719 346.15 

2.1.4. Means of transport 17 682 503.53 16 683 204.33 

2.1.5. Other property, plant and equipment 53 226 454.38 65 380 832.82 

2.2. Assets under construction 764 158 211.96 769 363 864.59 

2.3. Advances on assets under construction 227 558.97 132 534.03 

3. Non-current receivables 0.00 0.00 

3.1. From affiliates 0.00 0.00 

3.2. Other 0.00 0.00 

4. Non-current investments 20 504 853.43 0.00 

4.1. Real property 0.00 0.00 

4.2. Intangible assets 0.00 0.00 

4.3. Non-current financial assets 20 504 853.43 0.00 

4.3.1. In affiliates 20 504 853.43 0.00 

4.3.2. Other 0.00 0.00 

4.4. Other non-current investments 0.00 0.00 

5. Non-current prepayments 247 752 641.00 209 498 206.37 

5.1. Deferred tax 244 993 135.06 205 234 172.95 

5.2. Other prepayments 2 759 505.94 4 264 033.42 

B. Current assets 1 566 357 031.76 1 393 641 015.62 

1. Inventory 192 777 185.07 198 694 347.61 

1.1 Materials 3 166 872.17 2 363 813.15 

1.2 Semi-finished products and work in progress 0.00 0.00 

1.3 Finished products 0.00 0.00 

1.4 Goods 189 610 312.90 196 330 534.46 

1.5 Advances on deliveries 0.00 0.00 

2. Current receivables 893 160 754.49 849 233 241.11 

2.1 From affiliates 33 844 655.84 10 380 389.38 

2.1.1. Trade receivables, maturing within: 33 844 655.84 10 380 389.38 

2.1.1.1. up to 12 months 33 844 655.84 10 380 389.38 

2.1.1.2. more than 12 months 0.00 0.00 

2.1.2. Other 0.00 0.00 

2.2 Receivables from other companies 859 316 098.65 838 852 851.73 

2.2.1. Trade receivables repayable within: 814 261 519.32 793 275 233.17 

2.2.1.1. up to 12 months 814 261 519.32 793 275 233.17 


2.2.2. Tax, subventions and social security receivables 27 275 047.66 36 186 456.54 

2.2.3. Other 17 779 531.67 9 391 162.02 

2.2.4. Sought before courts 0.00 0.00 

3. Current investments 95 433 881.80 29 404 011.43 

3.1. Current financial assets 23 944 675.07 21 571 591.35 

3.1.1. In affiliates 0.00 0.00 

3.1.2. Other 0.00 0.00 

3.1.2.1. Shares 0.00 0.00 

3.1.3. Cash and cash equivalents 23 944 675.07 21 571 591.35 

3.1.3.1. Cash in hand 2 270 569.04 1 619 592.41 

3.1.3.2. Cash in banks 20 506 287.77 18 209 305.57 

3.1.3.3. Other cash and cash equivalents 1 167 818.26 1 742 693.37 

3.1.3.4. Other cash assets 0.00 0.00 

3.2. Other current investments 71 489 206.73 7 832 420.08 

4. Current prepayments 384 985 210.40 316 309 415.47 

Total assets 8 916 703 443.84 8 458 746 723.50 

50 



Balance sheet – liabilities 



balance as of 31.12.2008 31.12.2007 

SHAREHOLDER’S EQUITY AND LIABILITIES 

A. Equity 3 942 867 433.65 3 516 318 424.36 

1. Share capital 2 050 000 000.00 2 050 000 000.00 

2. Called-up share capital (negative value) 0.00 0.00 

3. Equity shares (negative value) 0.00 0.00 

4. Supplementary capital 533 459 365.80 424 904 956.67 

4.1 Share premium 0.00 0.00 

4.2 Statutory 533 459 365.80 424 904 956.67 

5. Revaluation reserve 0.00 0.00 

6. Other reserve capital 314 058.56 183 353.54 

7. Retained earnings (loss) 0.00 0.00 

8. Net profit (loss) 1 359 094 009.29 1 356 930 114.15 

9. Deductions from net profit during the accounting year (negative value) 0.00 (315 700 000.00) 

B. Liabilities and provisions for liabilities 4 973 836 010.19 4 942 428 299.14 

1. Provisions for liabilities 571 815 031.05 449 639 892.11 

1.1. Deferred tax provision 348 420 546.82 359 171 027.22 

1.2. Provision for pensions and similar benefits 4 547 052.94 4 038 496.14 

1.2.1. Non-current 4 335 320.19 3 841 807.67 

1.2.2. Current 211 732.75 196 688.47 

1.3. Other provisions 218 847 431.29 86 430 368.75 

1.3.1. Non-current 50 720 602.33 28 876 762.12 

1.3.2. Current 168 126 828.96 57 553 606.63 

2. Non-current liabilities 885 567 824.98 774 152 324.02 

2.1. To affiliates 0.00 0.00 

2.2. To affiliates 885 567 824.98 774 152 324.02 

2.2.1. Loans, bonds and other securities 0.00 0.00 

2.2.2. Bank loans 0.00 0.00 

2.2.3. Other financial liabilities 0.00 0.00 

2.2.4. Other 885 567 824.98 774 152 324.02 

3. Current liabilities 2 463 241 959.09 2 742 910 306.15 

3.1. To affiliates 762 122.05 594 919.92 

3.1.1. Trade payables maturing within: 762 122.05 594 919.92 

3.1.1.1. up to 12 months 762 122.05 594 919.92 


3.1.2. Other 0.00 0.00 

3.2. To other entities 2 457 607 897.74 2 737 292 332.10 

3.2.1. Bank loans and credit 1 573 303 173.89 1 145 923 919.00 

3.2.2. Issue of debt securities 0.00 454 293 131.36 

3.2.3. Other financial liabilities 3 167 429.87 19 517 429.45 

3.2.4. Trade payables maturing within: 590 049 968.32 631 609 992.37 

3.2.4.1. up to 12 months 590 049 968.32 631 609 992.37 


3.2.5. Advances on deliveries received 0.00 0.00 

3.2.6. Bills of exchange payable 0.00 0.00 

3.2.7. Tax, customs and social security 210 650 640.17 417 315 606.06 

3.2.8. Payroll 11 639.43 1 669.78 

3.2.9. Other 80 425 046.06 68 630 584.08 

3.3. Special funds 4 871 939.30 5 023 054.13 

4. Accruals and deferred income 1 053 211 195.07 975 725 776.86 

4.1. Badwill 0.00 0.00 

4.2. Other accruals 624 689 223.64 599 931 723.64 

4.2.1. Non-current 0.00 0.00 

4.2.2. Current 624 689 223.64 599 931 723.64 

4.3. Other deferred income 428 521 971.43 375 794 053.22 

4.3.1. Non-current 0.00 0.00 

4.3.2. Current 428 521 971.43 375 794 053.22 

Total equity and liabilities 8 916 703 443.84 8 458 746 723.50 

52 






for the period 01.01.2008 

31.12.2008 

01.01.2007 

31.12.2007 

I. Sales and sales equivalents, including: 8 482 085 193,95 7 799 020 455,35 

• from affiliates 200 688 718.22 70 362 609.12 

1. Net income from sale of products 8 318 371 507.60 7 623 507 020.37 

1.1. Income from sale of goods 0.00 0.00 

1.2. Income from sale of services 8 318 371 507.60 7 623 507 020.37 

2. Products movements 0.00 0.00 

3. Company’s own work capitalized 0.00 0.00 

4. Net income from sale of goods and materials 163 713 686.35 175 513 434.98 

4.1. Income from sale of telephones 153 313 350.10 165 076 767.90 

4.2. Income from sale of other goods and materials 10 400 336.25 10 436 667.08 

II. Operating costs 6 623 637 994.96 6 106 199 468.62 

• to affiliates 121 840 846.18 22 442 656.28 

1. Depreciation 1 211 220 245.29 1 053 883 568.24 

2. Materials and energy consumed 74 194 047.65 63 028 502.69 

3. Third party services 3 111 271 298.18 3 049 698 865.59 

4. Taxes and fees 58 228 663.78 48 585 892.51 

5. Payroll 352 567 909.97 301 768 912.78 

6. Social security and other employee benefits 65 414 293.60 62 399 998.82 

7. Other costs by type 303 390 723.33 294 963 963.72 

8. Value of goods and materials sold 1 447 350 813.16 1 231 869 764.27 

8.1. Value of telephones sold 1 263 123 777.29 1 075 269 986.19 

8.2. Value of other goods 184 227 035.87 156 599 778.08 

III. Profit (loss) on sales (I – II) 1 858 447 198.99 1 692 820 986.73 

IV. Other operating income 333 640 069.59 251 485 771.96 

1. Profit on disposal of non-financial non-current assets 259 705.56 1 702 770.57 

2. Subventions 0.00 0.00 

3. Other operating income 333 380 364.03 249 783 001.39 

V. Other operating costs 305 640 324.14 174 746 317.19 

1. Loss on disposal of non-financial non-current assets 0.00 0.00 

2. Revaluation of non-financial assets 93 858 803.55 68 989 380.19 

2.1. Allowances for revaluation of receivables 82 384 042.30 60 099 473.11 

2.2. Other revaluation allowances 11 474 761.25 8 889 907.08 

3. Other operating costs 211 781 520.59 105 756 937.00 

VI. Profit (loss) on operations (III + IV – V) 1 886 446 944.44 1 769 560 441.50 

VII. Financial income 138 431 684.85 119 555 996.89 

1. Dividends and interest in profits received, including: 0.00 0.00 

• from affiliates 0.00 0.00 

2. Interest received, including: 37 357 538.98 31 527 305.56 

• from affiliates 0.00 0.00 

3. Profit on disposal of investments 12 319 977.48 10 415 859.69 

4. Revaluation of investments 80 006 786.23 25 605 323.06 

5. Other 8 747 382.16 52 007 508.58 

5.1. Positive exchange rate differences – exchange rate gains 0.00 42 105 024.04 

5.2. Other financial income 8 747 382.16 9 902 484.54 

5.2.1. Other financial income 1 469 350.62 535 382.52 

5.2.2. Interest accrued 7 278 031.54 9 367 102.02 

VIII. Financial costs 349 292 951.51 187 400 939.90 

1. Interest including: 169 221 099.38 144 756 424.25 

• for affiliates 0.00 0.00 

1.1. Interest on credits and loans 89 756 906.29 66 167 404.86 

1.1.1. Interest on credits and loans accrued 7 590 267.13 3 375 572.62 

1.1.2. Interest on credits and loans paid 82 166 639.16 62 791 832.24 

1.2. Other interest 79 464 193.09 78 589 019.39 

1.2.1. Other interest accrued 47 036 418.20 48 585 971.22 

1.2.2. Other interest paid 32 427 774.89 30 003 048.17 

2. Loss on disposal of investments 0.00 19 292 844.00 

3. Revaluation of investments 10 900 000.00 13 852 488.49 

4. Other 169 171 852.13 9 499 183.16 

4.1. Negative exchange rate differences – exchange rate loss 161 865 239.24 0.00 

4.2. Other financial costs 7 306 612.89 9 499 183.16 

IX. Profit (loss) on business (VI+VII-VIII) 1 675 585 677.78 1 701 715 498.49 

X. Extraordinary result (X.1.-X.2.) 0.00 0.00 

1. Extraordinary earnings 0.00 0.00 

2. Extraordinary loss 0.00 0.00 

XI. Gross profit (loss) (IX + X) 1 675 585 677.78 1 701 715 498.49 

XII. Income tax 316 491 668.49 344 785 384.34 

1. Income tax 367 001 111.00 463 761 656.00 

2. Difference between balance sheet and payable income tax (50 509 442.51) (118 976 271.66) 

XIII. Other mandatory deductions from profit (increases in loss) 0.00 0.00 

XIV. Net profit (loss) 1 359 094 009.29 1 356 930 114.15 

54 



Statement of changes 

in shareholder’s equity 





01.01.2007 

31.12.2007 

I. Equity at the beginning of the period (opening balance) 3 516 318 424.36 3 506 853 310.21 

a) changes in accounting policy 0.00 0.00 

b) adjustments of major errors 0.00 0.00 

I.a. Adjusted equity at the beginning of the period (opening balance) 3 516 318 424.36 3 506 853 310.21 

1. Share capital at the beginning of the period 2 050 000 000.00 2 050 000 000.00 

1.1. Changes in share capital 0.00 0.00 

a) increase 0.00 0.00 

b) decrease 0.00 0.00 

1.2. Share capital at the end of the period 2 050 000 000.00 2 050 000 000.00 

2. Called-up share capital at the beginning of the period 0.00 0.00 

2.1. Change in called-up share capital 0.00 0.00 



2.2. Called-up share capital at the end of the period 0.00 0.00 

3. Equity shares at the beginning of the period 0.00 0.00 



3.1. Equity shares at the end of the period 0.00 0.00 

4. Supplementary capital at the beginning of the period 424 904 956.67 335 171 347.00 

4.1. Changes in supplementary capital 108 554 409.13 89 733 609.67 

a) increase (by virtue of) 108 554 409.13 89 733 609.67 

- share premium 0.00 0.00 

- distribution of profits (statutory) 108 554 409.13 89 733 609.67 

b) decrease (by virtue of) 0.00 0.00 

- coverage of loss 0.00 0.00 

4.2. Supplementary capital at the end of the period 533 459 365.80 424 904 956.67 

5. Revaluation reserve at the beginning of the period 0.00 0.00 

5.1. Changes in revaluation reserve 0.00 0.00 



5.2. Revaluation reserve at the end of the period 0.00 0.00 

6. Other reserves at the beginning of the period 183 353.54 11 842.30 

6.1. Changes in other reserves 130 705.02 171 511.24 

a) increase (by virtue of) 130 705.02 171 511.24 

- distribution of profits 130 705.02 171 511.24 


- dividend 0.00 0.00 

6.2. Other reserves at the end of the period 314 058.56 183 353.54 

7. Retained earnings at the beginning of the period 1 041 230 114.15 1 121 670 120.91 

7.1. Retained earnings at the beginning of the period 1 041 230 114.15 1 121 670 120.91 



7.2. Adjusted retained earnings at the beginning of the period 1 041 230 114.15 1 121 670 120.91 

a) increase (by virtue of) 0.00 0.00 

- distribution of profits 0.00 0.00 

b) decrease (by virtue of) 1 041 230 114.15 1 121 670 120.91 

- allocation to supplementary capital 108 554 409.13 89 733 609.67 

- allocation to other reserves 130 705.02 171 511.24 

- coverage of retained loss 0.00 0.00 

- dividend 932 545 000.00 1 031 765 000.00 

7.3. Retained earnings at the end of the period 0.00 0.00 

7.4. Retained loss at the beginning of the period 0.00 0.00 



7.5. Adjusted retained loss at the end of the period 0.00 0.00 

a) increase (by virtue of) 0.00 0.00 

- carryforward of retained loss for coverage 0.00 0.00 

b) decrease (by virtue of) 0.00 0.00 

- coverage from distributed profits 0.00 0.00 

7.6. Retained loss at the end of the period 0.00 0.00 

7.7. Retained profit (loss) at the end of the period 0.00 0.00 

8. Net result 1 359 094 009.29 1 041 230 114.15 

a) net profit 1 359 094 009.29 1 356 930 114.15 

b) net loss 0.00 0.00 

c) deductions from profit 0.00 (315 700 000.00) 

II. Equity at the end of the period (closing balance) 3 942 867 433.65 3 516 318 424.36 

56 



Cash flow statement 





01.01.2007 

31.12.2007 

A. CASH FLOW FROM OPERATIONS 

I. Net profit (loss) 1 359 094 009.29 1 356 930 114.15 

II. Total adjustments 1 232 405 003.33 1 211 829 715.69 

1. Depreciation 1 212 297 786.66 1 054 652 663.48 

2. Exchange rate (gains) losses 0.00 0.00 

3. Interest and shares in profits (dividends) 86 319 092.33 70 320 688.37 

4. Profit (loss) on investments (75 062 844.87) 4 644 482.47 

5. Changes in provisions 102 368 822.35 (55 054 233.12) 

6. Changes in inventories 5 917 162.54 (37 217 017.27) 

7. Changes in receivables (43 927 513.38) (172 990 175.98) 

8. Changes in current payables (other than loans and credits) (26 062 690.95) 212 875 843.04 

9. Changes in prepayments and accruals (29 444 811.35) 135 406 214.96 

10. Other adjustments 0.00 (808 750.26) 

III. NET CASH FLOW FROM OPERATIONS (A.I.+/- A.II.) 2 591 499 012.62 2 568 759 829.84 

B. CASH FLOW FROM INVESTMENTS 

I. Investment revenues 88 881 963.20 43 322 246.38 

1. Disposal of intangible assets and tangible non-current assets 7 371 766.80 4 098 417.355 

2. Disposal of investment into real property and intangible assets 0.00 0.00 

3. From financial assets including: 0.00 1 600 000.00 

a) in affiliates 0.00 1 600 000.00 

b) other 0.00 0.00 

• disposal of financial assets 0.00 0.00 

• dividends and shares in profits 0.00 0.00 

• interest 0.00 0.00 

• other revenues from financial assets 0.00 0.00 

4. Other revenues from investments 81 510 196.40 37 623 829.03 

II. Expenses on investments (1 623 344 872.46) (1 568 608 053.18) 

1. Acquisition of intangible assets and tangible non-current assets (1 526 140 300.35) (1 517 926 044.02) 

2. Investments in real property and intangible assets 0.00 0.00 

3. On financial assets, including: (31 404 853.43) 0.00 

a) in affiliates (31 404 853.43) 0.00 

b) other 0.00 0.00 

• acquisition of financial assets 0.00 0.00 

• long-term loans extended 0.00 0.00 

4. Other investment expenses (65 799 718.68) (50 682 009.16) 

III. NET CASH FLOW FROM INVESTMENTS (B.I.- B.II.) (1 534 462 909.26) (1 525 285 806.80) 

C. CASH FLOW FROM FINANCIAL OPERATIONS 

I. Proceeds from financial operations 3 146 918 742.74 6 802 690 864.36 

1. Net proceeds from issue of shares and other equity instruments, 

0.00 0.00 

and additional payments to capital 

2. Credits and loans 1 823 211 874.10 2 888 083 252.71 

3. Issue of debt securities 1 323 706 868.64 3 914 607 611.65 

4. Other financial revenues 0.00 0.00 

II. Expenses on financial operations (4 201 581 762.38) (7 844 757 350.14) 

1. Acquisition of equity shares 0.00 0.00 

2. Dividend and other payments to owners (938 039 550.60) (1 341 970 449.40) 

3. Payments to owners by virtue of distribution of profit other than dividend 0.00 0.00 

4. Repayments of credit and loans (1 400 000 000.00) (2 400 000 000.00) 

5. Redemption of debt securities (1 778 000 000.00) (4 030 000 000.00) 

6. Other financial liabilities 0.00 0.00 

7. Financial leasing payments 0.00 0.00 

8. Interest (85 542 211.78) (72 786 900.74) 

9. Other financial expenses 0.00 0.00 

III. NET CASH FLOW FROM FINANCIAL OPERATIONS (C.I. – C.II.) (1 054 663 019.64) (1 042 066 485.78) 

D. TOTAL NET CASH FLOW (A + / – B + / – C) 2 373 083.72 1 407 537.26 

E. CASH BALANCE CHANGE 2 373 083.72 1 407 537.26 

• including change in cash balance due to exchange rate differences 51 382.16 (27 090.49) 

F. CASH AT THE BEGINNING OF THE PERIOD 21 571 591.35 20 164 054.09 

G. CASH AT THE END OF THE PERIOD (F + / – D) 23 944 675.07 21 571 591.35 

• with a limited availability 15 263 085.62 13 129 783.32 

58 





Corporate social responsibility 

and sponsorship activity 

From the very beginning of its operations, 

Polkomtel S.A. has been implementing 

the corporate social responsibility principles, 

through participation in socially and 

economically important aspects of Polish 

people’s lives. Strategic goals are implemented 

through sponsorship, support for 

initiatives in the field of safety, education, 

sports, health protection as well as charity 

projects. 

In 2008, the Company was involved 

in the following pro-social 

projects: 

Social responsibility 

Cooperation with volunteer 

emergency services 

Polkomtel S.A., under its sponsoring 

strategy, has been supporting 

organizations that save human life 

and health since 2000. The year 

2008 was another year during 

which the Company continued cooperation 

with such organizations 

under multi-annual agreements. 

Support for these organizations is 

not limited solely to providing financial 

means for the implementation 

of their statutory goals. Most 

importantly, Polkomtel S.A. enables 

them to profit from state-of-theart 

telecommunication and IT solutions. 

In 2008, the coordination 

centers of Integrated Rescue System 

received several thousand calls 

to the emergency numbers – on the 

waterside 0 601 100 100, and in 

the mountains 0 601 100 300. The 

most important projects in the area 

of technological support for the 

emergency services, implemented 

in 2008, included: 

The Integrated Weather Warning 

System in the Mazury Lake District, 

which enables easy and direct 

access to weather forecasts 

and warnings on upcoming bad 

weather conditions in the Mazury 

Lakes Waterway. 

lize the capabilities offered by the 

Integrated Rescue System. 

Construction of a vehicle monitoring 

system for TOPR. This 

project will improve coordination 

of actions undertaken by 

the TOPR rescuers, and will improve 

their safety in the course 

of rescue actions. 

Replacement of hardware 

and software in the coordination 

centers (located in Sopot, 

Giżycko, Wrocław, Rabka, Zakopane) 

to improve effectiveness 

of receiving calls and to acceler- 

116 111 – Helpline for Children 

and Youth 

In November 2008 the first Polish 

toll-free helpline for children and 

youth was set up in cooperation 

In 2008, the coordination centers of Integrated Rescue 

System received several thousand calls to the emergency 

numbers – on the waterside 0 601 100 100, and in the 

mountains 0 601 100 300 

ate rescue actions in the mountains 

and on water. 

„Nobody’s Children” Foundation. 

between Polkomtel S.A. and the 

Development of the Integrated The number – 116 111 – serves all 

Rescue System – implementation children and young people who 

of the so-called “external positions” 

in the central stations of re- 

The helpline enables the callers 

need support, care and protection. 

gional GOPR groups. Coordination who find themselves in difficult 

positions in all groups of the GOPR situations, to seek contact with 

will allow the rescuers to fully uti- 

trained professionals. The 116 111 

60 





helpline is manned by qualified 

Bergen – Den Helder route, the vis- 

tion. Polkomtel S.A. provides the 

Plus Camerimage is an 

The National Museum in Warsaw 

movie world. The Festival hosts 

psychologists and educators, who 

are able to provide the young 

people with professional advice 

in crisis situations. In order to set 

up the helpline, Polkomtel S.A. 

developed a special technological 

platform, thanks to which the 

number 116 111 is available to 

all callers in need, regardless of 

the mobile network that they use. 

The Polkomtel S.A. network has 

also provided the Foundation with 

ually handicapped crew members 

could experience the challenges, 

efforts and joys of sailing. The 

sailing ship was adapted to manning 

by blind persons, by adding 

a sound system to the navigation 

devices. Polkomtel S.A. was the 

Main and Technological Sponsor 

of this project. Employees of the 

Company have also participated 

in preparatory and organizational 

work, on a volunteer basis. 

organizers also with a batch of test 

telephones, launches a toll-free 

number for charity SMS messages 

to collect money, and provides valuable 

objects for the auction. 

Sponsorship activities 

Culture 


its activities to protect and pro- 

extremely important 

event for the movie 

world. The Festival hosts 

filmmakers from all 

over the world, and the 

awards are a recognition 

for the exceptional 

cinematographic 

achievements. 

Cooperation between Plus network 

and the National Museum in 

Warsaw goes back to the memorable 

exhibition of the French 

impressionists and post-impressionists 

from the collection of 

Parisian Musee d’Orsay, entitled 

“From Manet to Gaugin”. This exhibition 

was held in 2001 and was 

declared the Museum Event of the 

Year. The most important project 

implemented in 2008 by the Na- 

filmmakers from all over the world, 

and the awards are a recognition 

for the exceptional cinematographic 

achievements. 

The international open-air festival 

Jazz in the Old Town 

The summer jazz festival that takes 

place in Warsaw’s Old Town is one 

of the most popular and the largest 

- in terms of audience size - such 

events in Poland. Cooperation of 

a professional call center to serv- 

mote the national cultural heritage, 

tional Museum in Warsaw, with the 

Polkomtel S.A. and its organizers 

ice the helpline. 

Great Orchestra 

by supporting valuable and socially 

support of Polkomtel S.A., was the 

was initiated in 1997, and has been 

of Christmas Charity 

relevant initiatives and projects. 

hugely popular exhibition “Orien- 

continued ever since. Thanks to the 

„To See the Sea” – a sailing 

In 2008, similarly as during the pre- 

These projects included: 

tal motifs in the painting, drawing 

ticketless formula, the broad audi- 

cruise for handicapped persons 

vious years, the Company provided 

Patronage for the National 

and graphic in Poland in the 19th 

ence has the opportunity to listen 

In August 2008, thanks to the co- 

organizational and technological 

Museum in Warsaw; 

and 1st half of the 20th century”. 

to many Polish and international 

operation between Polkomtel S.A. 

assistance for the Finale of the 

Plus Camerimage International 

Due to immense interest among 

jazz stars. 

and the “Pirates’ Nest” Foundation, 

Great Orchestra of Christmas Char- 

Film Festival of the Art of 

viewers, the exhibition was pro- 

the sailing ship “Zawisza Czarny” 

ity. Every year, auctions during the 

Cinematography; 

longed by two weeks. 

Festival of Dialogue of Four Cultures 

left the Gdynia harbor with a crew 

Finale are supported by employ- 

International open-air festival, 

The Festival of Dialogue of Four 

Jazz in the Old Town; 

Plus Camerimage 

Cultures, organized since 2002 in 

Every year, auctions during the Finale are supported by 

employees of the Organizational Division of the Company 

– volunteers who work the hotline of television auction. 

Festival of Dialogue of Four 

Cultures; 

The Maciej Szumowski 

competition for reporters 

„Polska zza siódmej miedzy”; 

Polkomtel S.A. has been cooperating 

with the CAMERIMAGE International 

Film Festival of the Art of 

Cinematography for several years. 

In 2007, Polkomtel S.A. became 

Łódź, is meant to promote dialogue 

among cultures (especially those 

which formed the old Łódź: Polish, 

German, Jewish and Russian), to 

stimulate artistic life in the city 

Summer Opera Festival in 

the titular sponsor – the Festival 

and to build its image as a place 

of 32 – 16 fully capable, and 16 vis- 

ees of the Organizational Division 

Krakow; 

changed its name to Plus Camer- 

with fascinating past, seeking its 

ually handicapped crew members. 

of the Company – volunteers who 

The Summer Scene in Warsaw’s 

image. Plus Camerimage is an ex- 

present identity through opening 

In the cruise covering the Gdynia – 

work the hotline of television auc- 

Lapidarium Theater. 

tremely important event for the 

to other cultures and outlooks. 

62 





Polkomtel S.A. has again 

„Polska zza siódmej miedzy” – the 

concerts and shows, enjoying im- 

volleyball project that has been 

P olkomtel S.A. has again actively 

Company, yielding a return rate that 

actively participated in 

the organization of the 

World League and World 

Grand Prix, turning these 

events into exceptional 

spectacles. 

Maciej Szumowski competition for 

reporters 

This competition, organized since 

2006 by Polskapresse, TVN and the 

Association of Maciek Szumowski’s 

Friends, is directed at young journalists. 

The honored works can be used as 

screenplays for TV reports at the TVN 

mense popularity among the audience. 

The choice of repertoire and 

the exceptional climate of the place 

guarantee unique impressions. 

Cooperation with the Opoka 

Foundation 

In 2008, Polkomtel S.A. dynamically 

ongoing since 1998 and includes 

the sponsorship of: 

Poland’s women’s and men’s 

national teams; 

titular sponsorship for the 

volleyball league – PlusLiga 

for men’s teams and PlusLiga 

Kobiet for women’s teams; 

participated in the organization of 

the World League and World Grand 

Prix, turning these events into exceptional 

spectacles. Matches of 

the national team had full audiences 

in the sports centers, and many 

millions viewers at their TV sets. 

many times exceeded the financial 

investments made into this project. 

Polish sports fans have a deeply ingrained 

image of Polkomtel S.A. as 

the sponsor of Polish volleyball. This 

is another element of the company’s 

competitive advantage. 

television channel. Polkomtel S.A. is 

the patron of the competition, and 

sponsor of the awards. 

The Summer Opera Festival 

developed its cooperation with the 

Opoka Foundation which operates 

the largest Catholic web portal in 

Poland – www.opoka.org.pl. During 

the past year, a community por- 

all youth national teams; 

titular sponsorship of Poland’s 

Women Beach Volleyball Championship 

– the Simplus Cup; 

Poland’s disabled persons na- 

Polkomtel S.A. became the Partner of the Foundation 

Institute for Eastern Studies – the organizer of the 18th 

Economic Forum in Krynica Zdrój. 

in Krakow 

tal “e-pilgrimage” was developed, 

tional team. 

The Summer Opera Festival in Kra- 

which contains the Virtual Pilgrim- 

T he volleyball interests of 

Tour de Pologne 

kow is one of the most important cul- 

age Map, guide on pilgrimages, 

I 2008, Polkomtel S.A. entered 

Polkomtel S.A. are completed by the 

Tour de Pologne is one of the old- 

tural events, taking place regularly 

e-letters from pilgrims and MMS gal- 

into two important agreements – in 

eighth Women Beach Volleyball Cham- 

est and the most important sports 

since 1997. This festival, with recit- 

leries. During the 2008 pilgrimage 

April one on titular sponsorship 

pionship. This event is covered by titu- 

events in Poland. This race belongs 

als of outstanding Polish and foreign 

season, the portal had over 1 million 

for the Polish national volleyball 

lar sponsorship, under the Simplus Cup 

to the Pro Tour UCI calendar, one of 

solo singers, takes place in the sum- 

100 thousand views. Polkomtel S.A. 

league, and in August – on a con- 

name. As previously, it attracted large 

the most prestigious cycling events 

mer, at the Opera in scenic open-air 

is the portal’s technological partner. 

tract for the support of both Polish 

numbers of fans spending the summer 

worldwide. Polkomtel S.A. partici- 

settings. In recognition for its many 

The purpose of cooperation with 

national teams. Cooperation with 

in the most attractive locations at the 

pates in the organization of this 

years of support for the Krakow Op- 

the Foundation is to educate and to 

the Professional Volleyball League 

seaside or in the Mazury Lake District. 

event since 1996, as the Official 

era’s undertakings, Polkomtel S.A. 

promote modern technologies in the 

covers five seasons and will con- 

Thanks to intense activities of the 

Sponsor and Technological Part- 

was rewarded with the prestigious 

Catholic Church community. 

tinue until 2013. Having in mind 

Company targeted at promotion of this 

ner. The 65th Tour de Pologne was 

title VOX OPERA 2007. 

appropriate preparation of the 

sport, beach volleyball became a popu- 

one of the most significant sports 

players for the World Champion- 

lar leisure in the summer. 

events in terms of organization and 

Summer Scene at the LAPIDARIUM 

Sports 

ships that will be held in Poland in 

logistics, taking place in Poland. It 

The Summer Scene at the Lapidar- 

Volleyball 

2014, the Company signed a con- 

T he involvement of Polkomtel S.A. 

was attended by competitors from 

ium Theater of the Warsaw Histori- 


tract for the sponsorship of both 

as sponsor of the Polish volleyball 

30 countries, representing the 18 

cal Museum is an annual series of 

its unique, on a European scale, 

National Teams until 2014. 

brought measurable benefits for the 

world’s best cycling teams of UCI 

64 




Pro Team. For the first time in the 

Pro Tour history, the Polish national 

team participated in the 65th Tour 

The International Tennis Tournament 

ATP Pekao Open 2008, 

Szczecin – Polkomtel S.A.: Of- 

opinions and experiences on Polish 

national brands. In the nationwide 

research conducted by TNS OBOP 

The 65 th Tour de Pologne was one of the 

de Pologne. 

Tennis 

In 2008, Polkomtel S.A. was in- 

ficial Sponsor / Technological 

Partner, and titular sponsor of 

an accompanying event, Plus 

Tennis Music Festival 

the respondents were asked which 

brands of Polish products they feel 

proud of and which brands they 

would like to boast about abroad. 

most important sports events in Poland. It 

volved in the following projects: 

ATP Tour Porsche Open, Poznań 

– Polkomtel S.A.: Main Sponsor/ 

Technological Partner 

The Pekao Open tournament is one 

of the largest sports events taking 

place in Poland. Since 1999, it is 

seen as the best challenger-level 

Plus was one of the brands named 

in the survey. 

Conference „Cities on the Internet” 

was attended by competitors from 30 coun- 

Porsche Open is one of the most 

prestigious tennis tournaments 

organized in Poland, of the Challenger 

ATP rank. This is not just the 

tennis event in the world. 

Symposia and conferences 

In June 2008, Polkomtel S.A. sponsored 

the conference “Cities on the 

Internet” – an annual meeting of 

the leaders of the e–development 

tries, representing the 18 world’s best cy- 

tournament itself, but an impressive, 

week-long feast of tennis, 

culture and art, as well as a social 

event of the highest level. 

Economic Forum in Krynica Zdrój 

Polkomtel S.A. became the Partner 

of the Foundation Institute for Eastern 

Studies – the organizer of the 

of the public sector, a forum for 

exchange of information on Polish 

and European good practices and 

experiences in the development of 

cling teams of UCI Pro Team. For the first 

KGHM Polish Indoors – an ATP 

tennis tournament, Wrocław 

– Polkomtel S.A.: Main Sponsor/ 

18th Economic Forum in Krynica 

Zdrój. An event that accompanied 

the Forum in 2008 was the Investment 

Forum in Tarnów, held under 

the information society. The conference 

focused on the debate on 

strategic relevance of undertakings 

and projects that guarantee the 

time in the Pro Tour history, the Polish na- 

Technological Partner 

Since its inception in 2000, the 

KGHM Polish Indoors tournament 

has become a prestigious event 

the honorary patronage of the Minister 

of Treasury. The forum was 

organized under the slogan, „European 

dilemmas. Central Europe 

necessary conditions for the rapid 

civilization development of Polish 

cities, villages and regions. 

tional team participated in the 65th Tour de 

and one of the most important tennis 

tournaments in Poland. It has 

gained a significant and permanent 

position in the international 

– a partner, or a dummy?” 

First Polish Product Forum 

The purpose of the Forum organ- 

Pologne. 

calendar of tennis tournaments. 

ized in Gdansk was the exchange of 

66 


Awards 


Eurobrand 2008 

In the Eurobrand 2008 ranking, prepared under commission of the European 

Brand Institute in Vienna, Plus was named as the highest valued Polish corpo- 

The Impactor award 

During the Impactor Gala, Polkomtel S.A. received the Impactor award 2008, 

granted by the Polish media and advertising industry for the Most Admired 

rate brand. 

Advertiser of the Year. The competition’s Chapter stated in its verdict that the 

The valuation was made on the basis of financial results, management culture 

award was granted for “creativity and fresh approach to advertising, with the 

and perception by consumers. 

use of all media”. 

Plus as Poland’s 

showcase product 

Polkomtel S.A. is the only mobile network named by Poles in surveys of products 

that are Poland’s showcases. In the nationwide research conducted in 

July 2008 over Poland, TNS OBOP asked the respondents about the brands of 

Gold Effie – Effie Awards 

2008 Poland 

The marketing communication campaign of the Plus and MixPlus brands, featuring 

the Mumio cabaret group and prepared by the PZL advertising agency, 

received the Gold Effie award in the Long Term category. 

Polish products they feel proud of, the brands they would like to boast about 

Effie Awards Poland are granted each year, in recognition of effectiveness of 

abroad, and the products of brands they actually use. 

marketing communication. 

Gold Standard 

Simplus and Plus received honorable mention in the second issue of independent 

Gold Standard research on the satisfaction of customers with the telecommunication 

sector. From among all participating mobile telephony brands, 

„Virtual Telephones” – 

the Polish IT „Oscars” 

During the annual „Mobile Internet” gala, Polkomtel received the following awards: 

Category: Product of the Year 

For the fastest mobile Internet in Poland – iPlus 

Simplus received the highest rating from users. 

Category: Innovation of the Year 

For launching a payment system that enables payment for goods and serv- 

Solid Employer 

Polkomtel S.A. was named Solid Employer 2008 in the prestigious competition 

organized by the Media Partner Group. The competition rewards en- 

ices directly from the bank account via the mobile phone (this award was 

granted also to mPay and CitiHandlowy) 

Category – Socially Responsible Operator of the Year 2008 

terprises who stand out in terms of meeting their obligations towards their 

For the implementation of the Helpline for Children and Youths 116 111, 

employees. 

for multi-annual support for the WOPR (Water Volunteer Rescuee Service), 

TOPR (Tatra Volunteer Rescue Service) and GOPR (Mountain Volunteer Res- 

The Demes award 

During the 5th Sports and Business Gala organized as part of Sports Marketing 

Days in Warsaw, the Sports Business Awards Demes 2008 awards were 

cue Service), and for patronage over numerous cultural events. 

Category: Business Man of the Year 2008 

For the effective management of almost 1000 of sales outlets, improve- 

presented. Polkomtel S.A. received the award for the Best Sports Sponsor, in 

ment of relations with trade partners, and for the development of an incen- 

recognition of the dynamic development of its Volleyball project, which con- 

tive system, the title of Business Man of the Year 2008 was awarded to Mr. 

tributes to the development of Polish sport. 

Tomasz Sękalski, Director for Agency Network Sales at Polkomtel S.A. 

68 RAPORT ROCZNY POLKOMTEL S.A. 2008 RAPORT ROCZNY POLKOMTEL S.A. 2008 69


ul. Postępu 3, 02-676 Warszawa 

tel. +48 (0) 22 426 1000, fax +48 (0) 22 426 0103 

Customer Service: tel. +48 601 102 601 

Sales and information: tel. 0 801 400 601 

www.polkomtel.com.pl, www.plus.pl 

Project: Studio Graficzne FILE, www.file.com.pl

Annual report 2008 - Polkomtel

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