T-Mobile (Poland)

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"Tak Tak" redirects here. For the Tak Tak aliens in Star Trek, see Macrocosm (Star Trek: Voyager).
Polska Telefonia Cyfrowa (trading as T-Mobile)
Type Subsidiary
Industry Telecommunication
Founded Warsaw, Poland (February 1996)
Headquarters Warsaw, Poland
Key people Miroslav Rakowski, Chief executive officer
Employees 4800[1]
Parent Deutsche Telekom
Website www.t-mobile.pl

T-Mobile is Poland's largest[2] mobile phone network operator. The company is formally registered under the name Polska Telefonia Cyfrowa (PTC), meaning "Polish Digital Telephony", and formerly operated under the name Era until being rebranded as T-Mobile on 5 June 2011. As in other European countries, the company operates a GSM network. Following a decade-long ownership dispute with the French Vivendi corporation, the company has been wholly owned by the German telecommunications provider Deutsche Telekom since 2010.[3]

History[edit]

On 26 February 1996 'Polish Digital Telephony' won a license to provide telecommunications services paging number 602 and permission to build a mobile radio communication network according to the standard GSM in the 900 MHz band, which was later extended to GSM 1800 MHz. The first test (non-commercial) base stations were launched during the International Trade Fair in June 1996 and a few base stations in Warsaw. The commercial launch of the network took place on 16 September 1996.

At the end of 2004, Era had over 8.6 million customers and was the largest mobile phone network operator in Central Europe, and by the end of June 2011 it had 13.2 million subscribers, placing it third in the market with 30% market share.[4] Era was one of Poland's most recognizable domestic brand names, partly because the company pursued an aggressive advertising campaign that made Era billboards, sponsored events, and other commercials ubiquitous in Poland. Towards the end of 2005, Era became the first mobile phone operator in Poland (and eighth in Europe) to have 10 million customers. The 10,000,000th client signing was celebrated with a concert by Van Morrison in Warsaw. Era was the first operator in the country to launch a HSDPA service in October 2006.

Services[edit]

Tak Tak[edit]

The company's prepaid mobile phone service is called Tak Tak (Yes Yes), and has remained under T-Mobile branding.

Heyah[edit]

The Heyah logo was introduced in a "teaser" campaign before it was revealed what the product it represented was

Heyah is a pay-as-you-go brand offered by Polish GSM provider Polska Telefonia Cyfrowa. The brand was introduced in 2004 but makes no reference to either T-Mobile or Era in its branding. Although it is marketed primarily toward young people, it had a substantial effect on the Polish mobile telephony market with its significantly lower prices and one-second billing. Within a month of launch it had attracted over one million users.

My Wallet[edit]

In October 2012, the company launched a commercial NFC wallet service in Poland called "MyWallet". The MyWallet services include NFC payment of two MasterCard credit cards and one Mifare transit fare-collection card.

Marketing[edit]

T-Mobile signed a two-year sponsorship deal in June 2011 with the Ekstraklasa football league, the highest level in Polish football. The league is currently known as the 'T-Mobile Ekstraklasa' for sponsorship purposes, with the deal reported to be worth US$7.2 million annually. The company has proposed to promote the use of new technologies within the game, as well as offering Polish football fans a series of promotional deals.[5]

In January 2013 T-Mobile released TV and billboard campaign promoting Lenin - communist leader of the war against Poland 1919–1920. The campaign was intended to promote brand Heyah. Advertisements resulted with the debate on business ethics and the image of the company has been perceived as unethical. Some suspicion and suggestions of future marketing utilization of Hitler's image were made.[6] Finally, under the pressure of public opinion (action Heyah Hitler[7]), the campaign was aborted.[8]

References[edit]

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