Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) Executive Summary

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1 Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) Executive Summary Publication Date: 3 December 2003

2 Author Sarah Randall This document has been published to the following Marketplace codes: TELC-WW-EX-0744 For More Information... In North America and Latin America: In Europe, the Middle East and Africa: In Asia/Pacific: In Japan: Worldwide via gartner.com: Entire contents 2003 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice

3 Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) Introduction Poland and Russia are the two biggest markets in Eastern Europe. Together, they had 41 percent of connections in the region at the end of However, the market dynamics are very different. They are at different stages of maturity, with different levels of competition in each market. There were 13.9 million connections in Poland at the end of 2002, with a penetration rate of 36.1 percent. The three operators in the Polish market are PTK Centertel, Polkomtel and Polska Telefonia Cyfrowa. In Russia there were 17.8 million connections at the end of 2002, and penetration was at 12.3 percent. The Russian market has three major players in MegaFon, Mobile TeleSystems and Vimplecom. They have approximately 80 percent market share in terms of connections. There are also numerous regional mobile operators vying for mobile subscribers. Key Findings Gartner had 241 full responses to its 2003 survey of mobile service subscribers in Poland and Russia. Key findings were: 13 percent have a mobile phone provided by their employer. 14 percent of Polish respondents and 38 percent of Russian respondents have subscribed to or bought a prepaid service from more than one operator in the past two years. Picture and photo messaging is used by 7 percent of those surveyed. 36 percent use their mobile phone as their main phone. 4 percent bought their phone used from a friend or a secondhand shop. 49 percent of Russians questioned change their handset at least every six to 18 months, compared with 31 percent of Polish respondents. NokiaistheleadingbrandforrespondentsinPolandandSiemensisthe leading brand for respondents in Russia. The most important factors when buying a mobile phone are battery life, text or Short Message Service, and design styling Gartner, Inc. and/or its Affiliates. All Rights Reserved. 1

4 2 Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) Figure 1 What are the most important issues when buying a mobile phone? Poland Text/SMS Battery Life Design Styling Size and Weight Screen Size, Ease of Use Brand Keyboard: Size of Keys Cost Number of respondents: 120 (Importance rating one is least important and seven is most important) Source: Gartner Dataquest (August 2003) Figure 2 What are the most important issues when buying a mobile phone? Russia Battery Life Text/SMS Design Styling Size and Weight Brand Cost Polyphonic Ring Tones Keyboard: Size of Keys Screen Size, Ease of Use Number of respondents: 121 (Importance rating one is least important and seven is most important) Source: Gartner Dataquest (August 2003) 2003 Gartner, Inc. and/or its Affiliates. All Rights Reserved. 3 December 2003

5 Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) 3 Figure 3 Where did you buy your mobile phone? 100% 90% Bought it from secondhand shop 80% Bought it used/from a friend 70% Present (from friend, relative, spouse) 60% Provided by the employer 50% Internet or mail order 40% Supermarket, retail or other store 30% 20% 10% Electronics or mobile phone shop Operator own store 0% Poland Russia Number of respondents: 237 Source: Gartner Dataquest (August 2003) Links For more information, see "Survey of Mobile Phone Users in Poland and Russia, 2003, " which is published to the Mobile Communications Worldwide and Telecom Public and Mobile Services Europe Clusters: TCMC-WW-UW-0106 TCPM-EU-UW Gartner, Inc. and/or its Affiliates. All Rights Reserved. 3 December 2003

6 4 Survey of Mobile Phone Users in Poland and Russia, 2003 (Executive Summary) 2003 Gartner, Inc. and/or its Affiliates. All Rights Reserved. 3 December 2003