Polish mobile network market is a tasty treat. In 2014 the market value totalled £ 6,5 billion and grows each year. No wonder the operators try to gain customers in every possible way.
Polish mobile network market’s realities
There are four major operators in the Polish mobile network market and two of them seem to compete more than the others. Play Mobile, the youngest operator, and Polkomtel (owner of Plus brand) fight for the third place on the podium. They both target young people, trying to reach them with their offer. Both have Polish roots (not necessarily Polish capital nowadays) and quite strong position, covering together almost half of the whole market. The other two are Orange and T-Mobile, constantly competing for the first place, leaving others a little behind. Although their position looks solid, they shouldn’t underestimate competitors, especially Play, for this company seem to have an appetite for much more.
Play vs Plus – acquiring clients’ loyalty
Since more than 90% of Poles already uses mobiles and are usually bounded with a long-term agreement, the way to acquire new customers is to take over them from other operators. Polish mobile network market is quite mature and Play, as the newest player put efforts in dragging clients onto their own. In 2015 Play pushed down Plus from the third place with 13,5 million active SIM cards versus 12 million. This is the first time they made it. How?
Play targeted young people with attractive and affordable offer, including much cheaper data transfer. Secondly they won the clients by offering reasonable prices for phones, emphasising on the quality of the devices and more advanced technology. The final punch was the loyalty offer for those who extend the agreement – Play provided them with amazingly attractive deals, just to keep clients to their own.
Before Plus and the rest of the market woke up, there was little to be done to stop Play. Poles wanted something fresh and more flexible and Play delivered it.
Plus has changed their attitude and tried to come across client’s needs. They put efforts to compete with Play and invested in LTE. Data transfer these days is one of the most important element, influencing the clients’ choice. It may be a good way to catch up, but the best one is always to stay ahead and be one step further than competitors.