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
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.
Polkomtel S.A.
PTC 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-
Polkomtel S.A.
PTC Sp. z o.o.
PTK Centertel
Sp. z o.o.
P4 Sp. z o.o.
Polkomtel S.A.
PTC 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
POLKOMTEL S.A. – ANNUAL REPORT 2008
POLKOMTEL S.A. – ANNUAL REPORT 2008 17