Value added and multimedia services in Poland 2011

The report has been split into two parts. The first one presents the market of value-added services in mobile and fixed telephony, both vertical and horizontal. In this chapter, you will find basic information on the value of the market, profiles of main players and overview of the most important trends. The market of value-added services in mobile telephony has also been divided into the segments of entertainment and leisure, mobile finances, mobile marketing and mobile internet.

The second chapter discusses pay television, by which we understand the market of digital platforms, cable TV and IP TV. For each of the segments, the number of users and the value of the market are given. Supplements on digitization of terrestrial television and VoD complete the topic of pay TV. The report contains forecasts for the entire market of value-added services in Poland as well as its individual segments until 2015. 

Key issues

• The value of the Polish market of value-added services, historical data, market structure in terms of each service type: mobile internet, SMS payments, interactivity, mobile marketing, games, graphics and applications, music

• Mobile internet market: revenue size and number of users, both for the segment of users accessing services via phone and using a computer

• Pay television market: digital platforms, cable TV, digital TV, IP TV; the value of the market and the number of users, with forecasts

• Profiles of top players for each segment.

 What questions does the report answer?

• What is the value of the Polish market of value-added services?

• What are the growth forecasts until 2015?

• What is the strategy of key market players?

When will the report prove useful:

• when starting business activity in the segment of value-added services

• when entering the Polish market of value-added services

• when operating on the market of mobile telephony, fixed telephony or value-added services

• when planning further operations on the Polish market of value-added services

• when expanding portfolio with value-added services

• when analysing the market of value-added services

• when analysing competition

• when estimating the value of the market.

Who is the report for:

• executive staff, managers, marketing divisions of telecom firms active on the Polish market

• operators of fixed and mobile telephony

• content producers and distributors on the market of value-added services

• foreign firms investing in the telecom sector and the segment of value-added services

• consultancies, research and analytical companies

• government institutions, embassies

• chambers of commerce, industry organisations

• universities, research institutes

• financial institutions, banks, brokerages, investment funds.

Market commentary by expert

A vast majority of revenues on the market of fixed and mobile telephony in Poland is generated, and will be generated in the coming years, by voice services and text messages. However, value-added services are also gaining in importance, seeing that they can improve results due to their growth dynamic and relatively higher profit margins.
 
Zoran Vučković, IT&Telecoms Analyst

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1. Methodology of the report p. 11

2. Executive summary p. 15

3. General overview of the market of value added and multimedia services in Poland p. 25

   • Trends in the individual segments of the market p. 32
     • Mobile value added services p. 32
     • Reduced-rate and premium-rate connections p. 34
     • Pay TV p. 34
   • The Polish market of value added services and multimedia, compared with selected European countries p. 36
   • Institutions active on the Polish market of value added and multimedia services p. 42
     • UKE p. 42
     • KRRiT p. 42
     • PIKE p. 43
     • PIRC p. 43
     • KUD at PIIT p. 43
     • ZAiKS p. 44

4. The market of mobile value added services p. 45

   • Horizontal structure of the market for mobile value added services p. 45
   • Entertainment and news p. 47
     • Graphics p. 47
     • Applications p. 48
     • Music p. 49
     • Games p. 52
     • Navigation and location p. 54
     • Mobile marketing p. 57
     • Mobile communities p. 59
     • E-books and mobile press p. 62
     • Mobile television p. 63
     • Mobile finances p. 67
       • Mobile payments p. 67
       • Mobile banking p. 70
   • Vertical structure of the Polish market of mobile value added services p. 71
     • Key players p. 71
       • Avantis p. 71
       • Blue Media p. 71
       • CT Creative Team p. 73
       • e-Muzyka p. 73
       • mLife p. 75
       • MNI p. 75
       • Mobiltek Experts p. 78
       • Mobini p. 78
       • mPay p. 79
       • Nasza-klasa p. 80
       • NaviExpert p. 81
       • Nitro p. 81
       • One-2-One p. 82
       • Propolis Media p. 83
       • Pulsar Mobile p. 84
       • Teleaudio p. 84
       • Telecom Media p. 85
       • Wind Mobile p. 86
     • Mobile operators p. 86
     • Content producers p. 87
       • Breakpoint p. 87
       • Mobile Entertainment Europe p. 88
       • Netox p. 88
       • nGames p. 88
       • Tequila Mobile p. 88
     • Distributors p. 89
   • Growth prospects for the market of mobile value added services p. 90

5. Mobile internet market p. 93

   • Value and change of the mobile internet market p. 93
   • Number of subscribers p. 96
   • Infrastructure and expansion of networks p. 99
   • Popularity of mobile internet in Poland p. 100
   • Forecasts for the Polish market of mobile internet p. 104
   • Global market of mobile internet p. 107

6. Fixed-line value added services market p. 115

   • Premium-rate and reduced-rate connections p. 115
   • Players on the market of premium-rate and reducedrate connections p. 118
     • Telekomunikacja Polska SA (TP SA) p. 119
     • GTS Energis p. 119
     • Telefonia Dialog p. 119
     • Netia p. 120
   • Trends on the market of premium-rate and reduced-rate connections p. 120
   • Growth prospects for the market of premium-rate and reduced-rate connections p. 122
   • Internet – the market of additional services p. 123
     • Individual services p. 124
     • Business clients p. 127
       • Internet domain market p. 127
       • Small hosting p. 130

7. Pay TV market p. 133

   • Digital satellite market p. 139
     • Number of subscribers p. 139
     • Market value and change p. 141
   • Analogue cable TV p. 143
     • Number of subscribers p. 143
     • Market value and change p. 145
   • Digital cable p. 146
     • Number of subscribers p. 146
     • Market value and change p. 148
   • Market of IPTV p. 149
     • Number of subscribers p. 153
     • IPTV operators for smaller players p. 155
       • Inotel p. 155
       • SGT p. 155
     • IPTV in Europe p. 156
   • Development forecasts for the pay TV market in Poland p. 157
   • Supplement: VOD p. 161
   • Supplement: Digitisation p. 164

8. List of graphs p. 169

9. List of tables p. 173

10. About PMR p. 175

11. Contact PMR p. 176

List of graphs

1. Value of the Polish market of telecommunications and multimedia services (PLN bn), by main segments, 2005-2015
2. Change for the Polish market of telecommunications services and pay TV (%), 2005-2015
3. Value of the Polish market of value-added and multimedia services (PLN m), by individual segments, 2006-2015
4. Share of basic and value added services in the Polish market of telecommunications services (%), 2006-2015
5. Aggregated monthly revenues per user of fixed-line telephony, mobile telephony, fixed internet access and pay TV in Poland (PLN), 2002-2010
6. Value (PLN m) and change (%) for the Polish market of value added services in mobile telephony, 2004-2010
7. Value of the Polish market of mobile telephony (PLN m), by key segments, 2006-2010
8. Number (‘000) and change (%) for subscribers to pay TV in Poland, 2004-2010
9. Value (PLN m) and change (%) for the Polish market of pay TV, 2004-2010
10. Penetration of digital TV in households in selected European countries (%), 2009
11. Top players on the Russian market of pay TV, by the number of subscribers (m), 2010
12. Revenues from the multimedia market in Europe ($ bn), 2015
13. Percentage of households using more than one telecoms service of one provider, in selected EU countries, 2007-2009
14. Structure of the Polish market of value added services (PLN m), 2008
15. Structure of the Polish market of value added services (PLN m), 2010
16. Percentage of users of mobile phone applications in Poland, 2010
17. Percentage of users willing to install mobile phone applications in Poland, 2010
18. Structure of music for mobile sales in e-Muzyka (%), 2007-2009
19. Percentage of users willing to install applications which allow use of selected mobile phone services in Poland, 2009
20. Percentage of internet users and total of adults registered on social networking sites in Poland, March 2008-April 2010
21. Popularity of social networking sites among registered users in Poland (%), 2010
22. Number of e-issuses of top electronic newspapers sold in Poland, Q2 2010
23. Attitude towards mobile payments in Asia, Europe and the USA (%), 2011
24. Mobile phone payments for users in Asia, Europe and the USA (%), Q1 2011
25. Value (PLN m) and change (%) of revenues for Blue Media in Poland, 2004-2010
26. Value (PLN m) and change (%) of revenues for e-Muzyka in Poland, 2006-2010
27. Share of individual products in revenues for e-Muzyka in Poland, 2010
28. Value (PLN m) and change (%) of revenues for MNI in Poland, 2005-2010
29. Value (PLN m) and change (%) of revenues for MIT in Poland, 2008-2010
30. Value of MNI revenues in the segment of multimedia services (PLN m) in Poland, H1 2009-H1 2010
31. Structure of sales for MNI in Poland (%), by segments of end users, H1 2009-H1 2010
32. Structure of revenues for Mobini in Poland, 2011
33. Value of revenues for mPay in Poland (PLN m), 2008-2010
34. Losses on the level of operating profit for mPay in Poland (PLN m), 2008-2010
35. Value of revenues for One-2-One in Poland (PLN m), 2007-2010
36. Value (PLN ‘000) and change (%) of revenues for Propolis Media in Poland, 2003-2009
37. Value (PLN ‘000) and change (%) of revenues for Telecom Media in Poland, 2004-2010
38. Value (PLN m) and change (%) for the Polish market of value added services in mobile telephony, 2009-2015
39. Value of the Polish market of value added services in mobile telephony (PLN m), 2009-2015
40. Value of the Polish market of content in mobile telephony (PLN m), 2009-2015
41. Value (PLN m) and change (%) of the Polish mobile internet market, 2006-2010
42. Value of the Polish mobile market (PLN m), by end device, 2006-2010
43. Number (‘000) and change (%) for users of mobile internet via computers in Poland, 2006-2010
44. Number of mobile internet users via computers in top mobile network operators in Poland (‘000), 2006-2010
45. Number (‘000) and change (%) for mobile internet users via mobile phones in Poland, 2006-2010
46. Percentage of mobile internet users via mobile phones in Poland, March 2002-March 2008
47. Percentage of users who access internet at least once a week in Poland, access via mobile phone/PDA and computer/laptop, 2010
48. Percentage of users who access mobile internet daily and for over 16 hours a week in Poland, 2010
49. Popularity of selected services relating to internet access via mobile phone in Poland (%), 2009
50. Most frequently used mobile multimedia in Poland (%), 2010
51. Value (PLN m) and change (%) of the Polish market of mobile data transfer, 2010-2015
52. Value of the internet mobile market by end device in Poland (PLN m), 2010-2015
53. Number (‘000) and change (%) for mobile internet users via computers in Poland, 2010-2015
54. Number (’000) and change (%) for mobile internet users via mobile phones in Poland, 2010-2015
55. Number of countries with 3G services, 2003-2009
56. Number (m) and change (%) for subscribers to mobile internet worldwide, 2005-2010
57. Number of subscribers to mobile internet worldwide (m), by region, 2010
58. Average price for subscription to mobile internet worldwide ($), by region, H1 2010
59. Penetration of mobile internet worldwide – developed and developing countries (%), 2005-2010
60. Penetration of mobile internet in selected European Union countries (%), January 2010
61. Revenues from mobile internet in Central and Eastern Europe ($ bn), 2009-2014
62. Revenues from mobile internet worldwide ($ bn), 2005, 2010, 2015
63. Number (m) and change (%) for only mobile internet users in Central and Eastern Europe, 2011-2015
64. Total size of data transfer in mobile networks in Central and Eastern Europe (TB), 2010-2015
65. Value of the Polish market of IN services in fixed-line telephony, premium-rate and reduced-rate services (PLN m), 2005-2010
66. Value (PLN m) and change (%) of the Polish market of IN services in fixed-line telephony, 2010-2015
67. Value of the market of premium-rate and reduced-rate services in IN networks in Poland (PLN m), 2010-2015
68. Number (‘000) and change (%) for .pl domains, 2006-2010
69. Share of NASK partners in .pl domain support in Poland (‘000), Q4 2010
70. Value structure of the hosting market in Poland, 2010
71. Provision of TV services scheme
72. Structure of the Polish pay TV market, by number of subscribers (‘000), 2010
73. Structure of the Polish pay TV market, by revenue (PLN m), 2010
74. Saturation with pay TV among Polish households (%), 2006-2010
75. Volume (‘000 pieces) and change (%) of LCD and plasma TV set sales in Poland, 2006-2010
76. Number (‘000) and change (%) for subscribers to satellite TV platforms in Poland, 2002-2010
77. Number of pre-paid and post-paid subscribers to digital satellite platforms in Poland (‘000), 2008-2010
78. Number of subscribers to digital satellite TV platforms in Poland (‘000), by top providers, 2002-2010
79. Value (PLN m) and change (%) for the Polish market of satellite TV plaforms, 2004-2010
80. Revenues of digital satellite platforms in Poland (PLN m), by top providers, 2004-2010
81. Number (m) and change (%) for subscribers to analogue TV in cable networks in Poland, 2002-2010
82. Structure of Polish market of analogue TV in cable networks, by the number of subscribers in top players (‘000), 2010
83. Value (PLN m) and change (%) for the Polish market of analogue TV in cable networks, 2002-2008
84. Number (‘000) and change (%) for subscribers to digital TV in cable networks in Poland, 2005-2010
85. Structure of Polish market of digital TV in cable networks (‘000), by the number of subscribers of top players, 2010
86. Value (PLN m) and change (%) for the market of digital TV in cable networks in Poland, 2005-2010
87. Percentage of internet users of IPTV in Poland (%), Q1 2010-Q1 2011
88. Popularity of different show types among internet TV users in Poland (%), Q1 2010-Q1 2011
89. Number of users for selected websites offering internet TV in Poland (‘000), 2008-2010
90. Number of IPTV users in Poland (‘000), by individual providers, 2006-2010
91. Number of subscribers to IPTV (‘000) in countries of Central and Eastern Europe, 2010
92. Number (‘000) and growth (%) for subscribers to pay TV in Poland, 2009-2015
93. Saturation with pay TV in Polish households (%), 2009-2015
94. Value (PLN m) and change (%) for the Polish market of pay TV, 2009-2015
95. Structure of Polish market of pay TV (PLN m), by market value in individual sectors, 2009-2015
96. Popularity of film types in VOD services in Poland (%), June 2010-January 2011
97. Analogue signal switch-off in individual EU countries
98. Percentage of households with access to digital terrestrial television (%) in selected European countries, 2009

List of tables

1. Value (PLN m) and change (%) of the market of value added services in Poland, by individual segments, 2008-2015
2. Value (PLN m) and change (%) of the market of mobile value added services in Poland, by individual segments, 2008-2015
3. Winners of the Golden Arrow award in the category of mobile marketing in Poland, 2006-2010
4. Examples of push and pull mobile marketing campaigns
5. Number of base stations for selected frequencies of mobile telephony operators in Poland, 2010
6. Fixed-line value added services in Poland: numbers and their assignments
7. Largest providers of premium rate services and their partner network operators in Poland, 2010
8. Availability of selected value added services in the offer of key internet providers to individual users in Poland, 2011
9. Types of security services for computers offered by the leading internet providers in Poland, 2011
10. Examples of game servers available in the offers of selected internet operators in Poland, 2011
11. Selected value added services on the internet
12. Growth of pay TV market in Poland (%), by segments, 2006-2010
13. Business models in the delivery of TV services over IP networks
14. Comparison of selected VOD services available in Poland, 2010
15. Top VOD websites in Poland, by number of users, September 2010
16. A comparison of terrestrial (DVB-T) and satellite (DVB-S) digital broadcasting in Europe

Aster
Avantis
Blue Media
Blue Pay
CT Creative Team
Cyfra+
Cyfrowy Polsat
El2
e-muzyka
GTS Energis
home.pl
Inea
mLife
MNI Premium
Mobile Experts
Mobiltek
mPay
Multimedia Polska
„n”
NaviExpert
NetArt
Netia
Nitro
One-2-one
P4
Polkomtel
Propolis Media
PTC
PTK Centertel
Pulsar Mobile
SGT
Skycash
Stream Communications
Teleaudio
Telecom Media
Telefonia Dialog
Toya
TP SA
TPemitel
TVN
TVP
UPC
Vectra

and more...