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T-Mobile Polska

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"Tak Tak" redirects here. For the Tak Tak aliens in Star Trek, seeMacrocosm (Star Trek: Voyager).
T-Mobile Polska S.A.
Company typeSubsidiary
IndustryTelecommunications
FoundedDecember 1995;28 years ago(1995-12)(inWarsaw,Poland)
Headquarters
Warsaw
,
Poland
Key people
Andreas Maierhofer,Chief Executive Officer
Revenue1,482,000,000 Euro (2018)Edit this on Wikidata
−2,500,000 Euro (2018)Edit this on Wikidata
Number of employees
4,800[1]
ParentDeutsche Telekom
ASN12912Edit this at Wikidata
Websitewww.t-mobile.pl

T-Mobile Polska S.A.is a Polishmobile phonenetwork operator. The company was formerly namedPolska Telefonia Cyfrowa(lit."Polish Digital Telephony" ) and operated under the nameEra,until being rebranded asT-Mobileon 5 June 2011. As in other European countries, the company operates aGSM(2G,4GLTEand5GNR) network. Following a decade-long ownership dispute with the FrenchVivendicorporation, the company has been wholly owned by the GermantelecommunicationsproviderDeutsche Telekomsince 2010.[2]

History

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T-Mobile Polska store inSanok,November 2011.

Polska Telefonia Cyfrowa was founded as a company in December 1995, and on 26 February 1996 it won a license to provide telecommunications services paging number 602 and permission to build a mobile radio communication network according to theGSMstandard 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 inCentral Europe,and by the end of June 2011 it had 13.2 million subscribers, placing it third in the market with 30% market share.[3]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 byVan MorrisoninWarsaw.Era was the first operator in the country to launch aHSDPAservice in October 2006.

T-Mobile Polska closed its3GUMTSnetwork in April 2023.[4]

Services

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Tak Tak

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The company'sprepaid mobile phoneservice was formerly calledTak Tak(Yes Yes), and is now calledT-Mobile na kartę.

Heyah

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The first and former Heyah logo (2004–2009) was introduced in a "teaser" campaign before it was revealed what the product it represented was.

Heyahis apay-as-you-goflanker brandoffered by T-Mobile Polska. The brand was introduced in 2004 as T-Mobile Polska's youth-focused offering but made no reference to either T-Mobile or Era in its branding. Although it was 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.


In 2020, a series of cryptic advertisements played on TV. They featured regular commercials for products, the commercials would glitch out to show 5 letters (4 of which were censored), which would show a link to a website called "wieszcorobić.pl". It would later be revealed that the 5 letters spelled out "Heyah". The company would rename to Heyah_01

Around 2022, Heyah shifted its target market to theUkrainian minority in Poland.[5][6]

tuBiedronka

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tuBiedronkais a prepaid mobile phone brand offering by T-Mobile Polska in co-operation with the Polish discount supermarket chainBiedronka.The service was launched on 19 January 2009.

My Wallet

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In October 2012, the company launched a commercialNFCwallet service in Poland called "MyWallet". The MyWallet services include NFC payment of twoMastercardcredit cards and oneMIFAREtransit fare-collection card.

Red Bull Mobile

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In 2023, the Polish branch ofRed BullMobile switched from a youth-focused prepaid offer onPlay[7]to an app-based, youth-focused hybrid-postpaid offer on T-Mobile Polska.[8]

Marketing

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Era signed a two-year sponsorship deal withPolish Basketball Leaguein seasons 2003–2005 asEra Basket Liga.

T-Mobile signed a two-year sponsorship deal in June 2011 with theEkstraklasafootballleague,thetop-levelleagueinPolish football.Its official name at the time wasT-Mobile Ekstraklasa.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. In 2017, the league has been renamed toLotto Ekstraklasafor sponsorship purposes, with the deal reported to be worth US$7.2 million annually.[9]

In January 2013, T-Mobile Polska started a marketing campaign involving the figure ofVladimir Leninwho was theleaderofSoviet Russiaduring thePolish–Soviet War(1919–1920). The campaign was intended to promote the brand ofHeyah.The TV and billboard advertisements resulted in a debate onbusiness ethics.The campaign has been viewed as unethical. There has even been some suspicion of the company utilising another controversial figure –Adolf Hitler– in a future campaign.[10]Finally, under the pressure of public opinion and a protest actionHeyah Hitler,[11]the campaign was aborted.[12]

See also

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References

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  1. ^"General information – Company – T-Mobile".
  2. ^"Shareholding".Era. 2008-08-23. Archived fromthe originalon 2008-09-28.
  3. ^"Subscriber Data".TelecomsMarketResearch. 2011-06-30.
  4. ^https://www.commsupdate.com/articles/2023/01/09/t-mobile-poland-to-close-3g-network-in-april-no-plans-for-tower-sale-or-fixed-access-rollout/
  5. ^"T-Mobile znosi opłaty za połączenia do Ukrainy i roaming".
  6. ^"Bezpłatne vouchery z pakietem 100 GB od T-Mobile i Heyah dla osób z Ukrainy".29 March 2022.
  7. ^https://www.tabletowo.pl/red-bull-mobile-nowy-rozdzial-w-historii-2023-rok/
  8. ^https://tech.wp.pl/nowa-oferta-od-red-bull-mobile-czas-zapiac-pasy,6946459630123872a
  9. ^"T-Mobile title sponsor the Polish Ekstraklasa – SportsPro Media".22 July 2011.
  10. ^Ł.Głombicki,Lenin reklamuje sieć komórkową,Gazeta Wyborcza,04.01.2013.
  11. ^W. WybranowskiInternauci: czas na "Heyah Hitler"?,Rzeczpospolita (newspaper),7.01.2013.
  12. ^Internauci wygrali. Heyah wstrzymuje kampanię z Leninem,Gazeta Wyborcza,7.01.2013.
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