Annual report 2008 - Polkomtel

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
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. – ANNUAL REPORT 2008
POLKOMTEL S.A. – ANNUAL REPORT 2008 15