In 2010 the value of the Polish telecommunications market, measured by revenues from sales amounted to over PLN 42.5 billion and was higher by 1.2% in proportion to the previous year. The size of the three major market segments measured by the value of retail sales, totalled over 28.4 billion. The undertakings were assisted in creating more revenue with favourable conditions in the Internet access segment. On the other hand, decreasing revenues from the fixed-line telephony for the second consecutive year did not allow operators to significantly improve the value of the entire segment of the economy.
Revenue across the industry was determined by profound changes in the structure of consumption, ways to provide services and processes of fixed-to-mobile substitution. The expansion of data services was also of importance.
The main trend of the Polish telecommunications market in 2010 is falling prices accompanied by increasing service availability. The development of competition has opened to the user the prospect of selection of the offer accommodated to individual needs. This has stimulated growth in the use of telecommunications services, particularly in the segments of mobile and Internet access.
Mobile operators competed by offers of promotional packages of minutes and SMS messages. The average price was by about 25% lower for voice calls and by 5% for SMS in comparison to 2009. Volumes of all mobile services grew, and the average total call time per user was longer compared with the previous year by about 200 minutes. Mobile data transmission in the country recorded the largest increase in popularity (103%). Roaming prices were on average from a few (for voice calls and SMS) to a dozen times (data transmission) higher than their national counterparts. This, fortunately, was not reflected in the volume of traffic. Poles used the mobile services abroad more often than in earlier years.
The recipe for the success of Internet providers was the increase of throughput while reducing the contract length – the number of lines with speed of over 2 Mbit/s increased by more than 33%. The fall in prices of Internet access was propelled by the cable TV providers, who offered the subscribers more attractive tariffs than the operators of xDSL services. Polish statistics give cause for optimism in comparison to the European Union. Payments for the selected speed ranges were close to the EU average, and the 20 Mbit/s throughput was even cheaper than most of the tariffs of the Member States taken into account in comparison, and of two times less bandwidth, being by about 2,4 euros below the EU average for monthly service cost.
Bundling of services was an important trend, allowing the comprehensive meeting of clients' demands at significantly lower prices. The Poles were interested in double-play offers, usually combining cable television with Internet access. More than 2.1 million people benefited from bundled services, which were included in the offers of 41 operators.
The increase in intensity of use of telecommunications services, unfortunately did not apply to the fixed-lined telephony. In this case, the statistics concerning the number of subscribers and traffic volumes record weaker results at the annual rate. The year 2010 brought no changes, especially because the substitution of services at a fixed location with more practical mobile offers and financially attractive VoIP telephony grew.
Increase of 8% of the call duration resulted from a faster decrease in the number of subscribers in relation to the number of used minutes.
Although statistically the total level of investment (around PLN 6,3 billion2) did not change compared to 2009, all market segments reported decreases in expenditures. The situation was saved by Telekomunikacja Polska and the new players in the mobile market (P4, Aero2 and CenterNet).
The subsequent parts of the document present the status and development of various segments of the telecommunications market: Internet access, mobile and landline. Special emphasis was placed on changes in retail prices of services.
The report was prepared on the basis of information contained in the reports of the telecommunications business for the year 2010 (state of the database on 20 June 2011), provided in accordance with article 7 of the Telecommunications Law by telecommunications companies, as well as using the analytical resources held by the Office of Electronic Communications.