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Value Added and Multimedia Services in Poland 2009 - Development Forecasts for 2009-2012 (Polish Version)
PMR Ltd, January 2009, Pages: 115
Our report Value added and multimedia services in Poland 2009 offers an analysis of the current situation in the telecommunications and television market in Poland. The focus is on value added services (VAS) for mobile and fixed-line telephony markets, and on the paid television market. These are upcoming segments that represent significant development for Polish telecommunication firms. The report presents the values and structure of these market segments, as well as the prevailing market trends.
Value added and multimedia services in Poland 2009 also forecasts future development in the Polish market up to 2012. The report is crafted with MarketInsight, our proprietary research methodology.
Key Points
- There are approx. 600 cable TV operators in Poland.
- TP SA has the largest number of IPTV subscribers.
- In 2008, pay TV penetration in Polish households reached 66%.
- The market entry of subsequent MVNOs might well have a bearing on the development of the MVAS market.
An essential read for:
- management and marketing staff of companies active on the Polish telecommunications and television markets as well as of larger VAS providers
- consulting, research and analysis firms
- financial institutions, including banks, brokerage homes and investment funds interested in investing in the IT&T sector
- government institutions, embassies and trade organisations.
This report is an invaluable resource for any company active in or considering entry to the IT and telecoms industry in Poland.
I. Methodology of the report
II. Executive Summary
III. General overview of the Polish market for value added and multimedia services
Trends in market segments
Mobile value added services
Fixed-line value added services
Pay TV
IV. Comparative analysis of Polish multimedia and value added services market versus selected European markets
V. Institutions active on the Polish market for value added and multimedia services
VI. Value added services market for mobile and fixed-line telephony
Horizontal structure of mobile value added services market
- Entertainment and information
-- Traditional content
-- Mobile location services
-- Mobile communities
-- Mobile TV
- Mobile finances
-- Mobile payments
-- M-banking
- Mobile marketing
Vertical structure of mobile value added services market
- Leading players
- Mobile operators
- Content producers
- Distributors
Development forecasts for mobile value added services market
Fixed-line value added services market
- Types of services
- Players on the market for fixed-line value added services
- Trends on the market for fixed-line value added services
Development forecasts for fixed-line value added services market
VII. The pay TV market
Digital satellite market
- Subscriber base
- Market value and growth rate
Cable TV market
- Analogue cable
-- Subscriber base
-- Market value and growth rate
- Digital TV
-- Subscriber base
-- Market value and growth rate
IPTV market
- Subscriber base
- Providers of IPTV for smaller last-mile operators
- IPTV in Europe
Appendix: TV digitisation
Appendix: VoD
Development forecasts for pay TV market in Poland
List of graphs
Value (PLN bn) and growth rate (%) of the telecommunications services market in Poland, 2000-2009
Aggregate monthly ARPU in fixed-line, mobile and broadband services (PLN) in Poland, 2001-2008
Value (PLN m) and growth rate (%) of the mobile value added services market in Poland, 2005-2008
Value (PLN m) and growth rate (%) of the fixed-line value added services market in Poland, 2005-2008
Number of subscribers (‘000) and growth rate (%) of pay TV in Poland, 2004-2008
Value (PLN m) and growth rate (%) of the Polish pay TV market, 2004-2008
Household penetration of pay TV in selected Central and Eastern Europe countries, 2008
Share of mobile value added services in the total value of the mobile market in selected EU countries, 2007
Percentage of households which take more than one telecom service from a single provider in selected EU countries, 2006-2007
Structure of the Polish market for mobile value added services by value of market segments (PLN m), 2008
What kind of news and information services do you access via your mobile phone?
Mobile content delivery chain
Volume sales of mobile graphics at Telecom Media by category (as % of total number of downloads), 2004-2008
Volume sales of mobile music at Telecom Media by category (as % of total number of downloads), 2004-2008
Sales of mobile music at e-muzyka by category, as % of total revenues, 2007-H1 2008
Volume sales of mobile games at Telecom Media, as % of total number of downloads, 2004-2008
Selected business models in mobile TV provision
Number of mobile TV users (‘000) and a growth rate (%) in Poland, 2008-2012
What kind of mobile TV content is likely to become popular in Poland?
M-payments by type of settlement
Preferable service and/or place of making payments by mobile phone in Poland, 2008
Number of users of m-payments (‘000) and growth rate (%) in Poland, 2008-2012
Structure of mobile value added services market in Poland by value (PLN m), 2008
Avantis’s revenues (‘000 PLN) and growth rate (%), 2006-2008
Blue Media’s revenues (‘000 PLN) and growth rate (%), 2004-2007
CT Creative Team’s revenues (‘000 PLN) and growth rate (%), 2004-2007
DRQ’s revenues (‘000 PLN) and growth rate (%), 2004-2007
e-muzyka’s revenues (‘000 PLN) and growth rate (%), 2006-2009
EL2’s revenues (‘000 PLN) and growth rate (%), 2006-2008
EL2’s sales revenues (‘000 PLN) by category, H1 2008
MNI Premium’s revenues and net profit (‘000 PLN), 2008
Mobiltek’s revenues (‘000 PLN), 2007-2008
One-2-one group’s revenues (‘000 PLN) and growth rate (%), 2004-2008
Propolis Media’s revenues (‘000 PLN) and growth rate (%), 2005-2007
Pulsar Mobile’s revenues (‘000 PLN) and growth rate (%), 2005-2007
Teleaudio’s revenues (‘000 PLN), 2006-2007
Breakpoint’s revenues and net profis (‘000 PLN), 2008
Value (PLN m) and growth rate (%) of the mobile value added services market in Poland, 2008-2012
Segments of the Polish market for mobile value added services by value (PLN m), 2008-2012
Segments of the Polish mobile content market by value (PLN m), 2008-2012
Value of the Polish market for fixed-line value added services, total and broken down into premium rate and low-cost number services (PLN m), 2005-2008
Value (PLN m) and growth rate (%) of the fixed-line value added services market in Poland, 2008-2012
Provision of TV services: a schematic description
Structure of the Polish pay TV market by subscribers (‘000), 2008
Structure of the Polish pay TV market by revenues (PLN m), 2008
Unit sales (‘000) and growth rate (%) of LCD and plasma TVs in Poland, 2006-2008
Number of subscribers (‘000) and growth rate (%) of digital satellite TV platforms in Poland, 2003-2008
Number of subscribers (‘000) of leading digital satellite platforms in Poland, 2002-2008
Value (PLN m) and growth rate (%) of the Polish digital satellite pay TV market, 2005-2008
Revenues (PLN m) of leading digital satellite platforms in Poland, 2002-2008
Number of subscribers (m) and growth rate (%) of analogue cable TV in Poland, 2003-2008
Leading analogue cable operators in Poland by subscriber base (‘000), 2008
Value (PLN bn) and growth rate (%) of the Polish analogue cable TV market, 2003-2008
Number of subscribers (‘000) and growth rate (%) of digital cable TV in Poland, 2005-2008
Leading digital cable TV operators in Poland by subscriber base (‘000), 2008
Value (PLN m) and growth rate (%) of the Polish digital cable TV market, 2005-2008
Number of users (‘000) of selected websites offering internet TV broadcasts in Poland, July 2008
Number of users (‘000) of IPTV in Poland by provider, H1 2007-2008
Switch-off of analogue terrestrial TV in EU member states
Household penetration of digital TV in selected EU countries, H1 2008
Number of subscribers (m) and growth rate (%) of pay TV in Poland, 2008-2012
Household penetration of pay TV in Poland, 2008-2012
Value (PLN bn) and growth rate (%) of Polish pay TV market, 2008-2012
Segments of the Polish pay TV market by value (PLN bn), 2008-2012
List of tables
Examples of mobile marketing campaigns
Fixed-line value added services in Poland: numbers and their assignments
Largest providers of premium rate services and their partner network operators in Poland, 2008
Major takeovers in the Polish cable TV market, 2007
Business models in the delivery of TV services over IP networks
A comparison of terrestrial (DVB-T) and satellite (DVB-S) digital broadcasting in Europe
Number of households (‘000) with access to terrestrial digital TV in selected CEE countries, 2008-2012
A comparison of VoD offerings available in Poland, 2008
Key Sections
1. General overview of the value added and multimedia services market
- Market trends in particular segments.
Mobile value added services.
Fixed-line value added services.
Pay TV.
- Comparative analysis of Polish market versus selected European markets.
- Regulatory authorities and sector institutions on the value added and multimedia services market .
2. Mobile and stationary telephony value added services markets
- Horizontal structure of the mobile value added services market .
Entertainment and information.
Mobile finances.
Mobile marketing.
- Vertical structure of the mobile value added services market .
Main players.
Mobile operators.
Content producers.
Distributors.
- Development forecasts for mobile value added services market.
- Fixed-line telephony value added services market.
Types of services.
Key providers.
Market trends.
- Development forecasts for fixed-line telephony value added services market.
3. Pay TV market
- Digital platforms market.
- Cable television market.
Analogue television.
Digital television.
- IPTV.
- Supplement: TV Digitalisation.
- Supplement: VoD.
- Development forecasts for pay TV market
A word from the author
“The telecommunications market in Poland has matured. The downward-bound service prices and the regulator’s sustained intervention have led to a progressively lower rate of revenue growth for the operators. Some are increasingly more active in defending themselves against the thinning of earnings. A greater focus on developing value added services is one way of defense. In principle, every operator is looking to augment, to a greater or lesser degree, its offering and to launch new services, also through the establishment of partnerships with other entities. One of the goals of such partnerships is to secure a strong position relative to competitors as operators bid for frequencies (in the case of mobile television) or also to lower the total costs of launching services on the market (m-payments).
Another trend which can be observed on the market is the growing popularity of packaged services. Today, the sale of packaged services is no longer exclusive to cable TV operators. Telecoms, in incorporating television services into their offering, would like to be noticed on the “triple play” market. On the other hand, digital platform operators also plan to get in the game by broadening their service offering with telecommunications services, such as telephony or the internet.
As a result, in order to compete with new players, even the smaller telecoms will have to elevate multimedia and value added services to a key business area”.
Edyta Kosowska, Telecommunications Analyst
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