The market of mobile telephony marketing, commonly referred to as mobile, is currently, according to the data from the end of 2007, over 41 mln mobile phones. It means rated penetration (i.e. a number of all emitted, registered SIM cards) at the level of 108,6% and simultaneously true saturation (number of mobile telephony networks active clients) at the level of 90,9% (source: Office of Electronic Communication (Urząd Komunikacji Elektronicznej - UKE), Report: Users of cellular telephony, 2008-04-29).

The market has been developing very dynamically from the very beginning and although it does no longer exhibit annual increments exceeding 50% as in the first years, in years 2002-2006 it was still increasing for more than 20% per year. Only just in the last year the increment of number of mobile phones was a little above 11%.

 

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Market structure looks stable practically from the beginning – three main telecommunications operators – PTC (Era, Heyah), PTK Centertel (Orange) and Polkomtel (Plus, Sami Swoi), which almost equivalently share the market between each other, sometimes moving the share curve a few percentage points up or down. Appearance of the fourth infrastructural mobile operator P4 (Play) in March 2007 forced the existing players to cosmetically change their offers. Currently it can be assumed that Play and other virtual operators (MVNO) occupy a little bit more than 3% of the market.

Basing on the Telecommunications Law, 349 economic entities have been registered as MVNO up to now, while besides Heyah and Sami Swoi brands, owned by PTC and Polkomtel, the following are present on the market: mBank mobile, myAvon, mobil king, WPmobi, Carrefour Mova, Snickers Mobile and Cyfrowy Polsat.

Together with increment of the cellular telephony users and number and type of operators, the market offer is also modified and extended, i.e. number and quality of the services provided by the telecommunications operators and services providers (aggregates).

Mobile services are developing in two basic directions – basic services direction meaning paid SMS, voice and WAP connections and premium services direction (SMS, MMS, voice, WAP), in which for the additional payment used receives value added to the service.

• all types of contests and consumer promotions
• esoteric services, chatlines, chats
• sale of mobile content, i.e. multimedia elements (ringtones, wallpapers, games, video) for mobile phones
• news and entertainment services – subscribed and one-time
• services enabling payment in the Internet via SMS codes or WAP premium in mobile Internet
• voting