Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

105
Patroni medialni Partner social media Partner merytoryczny Wydawca raportu NDMZD×QLHMV]H Z\GDU]HQLD 1DMFLHNDZV]H FDVH VWXGLHV $NWXDOQH GDQH R SROVNLP U\QNX 3U]HZRGQLN SR ĆUPDFK PRELOH 7UHQG\ L NLHUXQNL UR]ZRMX 0DUNHWLQJ PRELOQ\ Z 3ROVFH

description

Raport zawiera 6 rozdziałów: 1. Najważniejsze wydarzenia roku 2012 – świat 2. Najważniejsze wydarzenia roku 2012 – Polska 3. „Smartfonizacja” Polaków 2012 (Rozdział przygotowany we współpracy z TNS Polska) 4. Case studies 2012 (16 opisów polskich realizacji wraz z danymi o ich wynikach) 5. Przewodnik po firmach mobile (baza 66 polskich firm, podzielonych na kategorie) 6. Kierunki rozwoju na rok 2013 Wersja w dobrej rozdzielczości do pobrania na blogu: http://jestem.mobi/2013/01/oto-raport-marketing-mobilny-w-polsce-2012-2013/.

Transcript of Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Page 1: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Patroni medialni

Partner social media Partner merytoryczny Wydawca raportu

NDMZD×QLHMV]H�Z\GDU]HQLD

1DMFLHNDZV]H�FDVH�VWXGLHV�

$NWXDOQH�GDQH�R�SROVNLP�U\QNX

3U]HZRGQLN�SR�ĆUPDFK�PRELOH

7UHQG\�L�NLHUXQNL�UR]ZRMX

0DUNHWLQJ�PRELOQ\Z�3ROVFH����������

Page 2: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ten raport zawiera:

NDMZD×QLHMV]H�Z\GDU]HQLD

URNX��������ÐZLDW

1DMZD×QLHMV]H�Z\GDU]HQLD

URNX��������3ROVND

�6PDUWIRQL]DFMD�

3RODNµZ�����

&DVH�VWXGLHV�����

1 2 3

3U]HZRGQLN�SR�ĆUPDFK�PRELOH .LHUXQNL�UR]ZRMX�QD�URN�����

5 64

Page 3: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

S!owem wst"puZ�SU]\MHPQRÐFLÃ�SU]HGVWDZLDP�&L�UDSRUW��EÇGÃF\�]ZLÇ]Ê\P�L�U]HF]RZ\P�

SRGVXPRZDQLHP�DNW\ZQRÐFL�Z�SROVNLP�PDUNHWLQJX�PRELOQ\P�Z�PLQLR-

Q\P� URNX� L� ]ELRUHP� UHNRPHQGDFML� QD� UR]SRF]ÇW\� URN� ����� Niech nie

SU]HUD×D�&LÇ� OLF]ED�VWURQ�WHM�SXEOLNDFML��-X×�RG�SLHUZV]\FK�VWURQ�SU]HNRQDV]�

VLÇ��MDN�SU]HMU]\ÐFLH�MHVW�RSUDFRZDQD���

3XEOLNDFMD��NWµUHM�OHNWXUÇ�UR]SRF]\QDV]�MHVW�QDMEDUG]LHM�XSRU]ÃGNRZDQ\P�

L� SU]HNURMRZ\P� GRNXPHQWHP�� UHIHUXMÃF\P� VWDQ� PDUNHWLQJX� PRELOQHJR����������������

Z�3ROVFH�QD�SU]HÊRPLH�ODW������L�������-DNR�DXWRUND�EORJD��EÇGÃFHJR�WXEÃ�GOD�

EUDQ×\� PRELOQHM�� QDGU]ÇGQLH� SRSXODU\]XMÃFHJR� LGHÇ� UR]ZLÃ]DÌ� PRELOQ\FK�

MDNR� WDNLFK�D�QLH� LQWHUHVµZ� MHGQHM�ĆUP\��XVWDZLDP�VLÇ�Z� LGHDOQHM�SR]\FML�GR�

RSUDFRZDQLD�WDNLHJR�UDSRUWX��-HJR�ZLDU\JRGQRÐÅ�GRGDWNRZR�EXGXMH�IDNW��×H�

SRGF]DV� MHJR�WZRU]HQLD�]DS\WDÊDP�R�RSLQLÇ�NLONXG]LHVLÇFLX�HNVSHUWµZ��DNW\-

ZQLH� G]LDÊDMÃF\FK� Z� EUDQ×\�PRELOH�� 1DMFLHNDZV]H� Z\SRZLHG]L� ]QDMGXMÃ� VLÇ��������

Z�QLQLHMV]HM�SXEOLNDFML�

5DSRUW� WHQ� GHG\NRZDQ\� MHVW� ZV]\VWNLP� PDUNHWHURP�� NWµU]\�

]DVWDQDZLDMÃ�VLÇ��F]\�L�MDN�ZHMÐÅ�Z�ÐZLDW�UR]ZLÃ]DÌ�PRELOQ\FK��7\P��NWµU]\�

MX×� WR� ]URELOL�� SROHFDP� MÃ� V]F]HJµOQLH�� JG\×� ]QDMG]LHV]� WX� ZLHOH� LQVSLUDFML��������������������

L� SRUµZQDV]� HIHNW\ZQRÐÅ� VZRLFK� G]LDÊDÌ� ]� LQQ\PL�� WXWDM� SU]HGVWDZLRQ\PL��

5DSRUW� WHQ� ]DZLHUD� UµZQLH×� SU]HZRGQLN� SR�SROVNLFK�ĆUPDFK�� ÐZLDGF]ÃF\FK�

Uµ×QRURGQH� XVÊXJL� PDUNHWLQJX� PRELOQHJR� L� RIHUXMH� SRPRF� SU]\� Z\ERU]H�

Z\NRQDZFµZ�7ZRMHJR�SLHUZV]HJR�OXE�NROHMQHJR�SURMHNWX�PRELOQHJR�

BH]�ZÃWSLHQLD� MHVW� WR�SXEOLNDFMD��GR�NWµUHM�VDPD�EÇGÇ�ZUDFDÅ��SRQLHZD×�

OLVWXMH�QDMZD×QLHMV]H�IDNW\�]H�ÐZLDWRZHJR� L�SROVNLHJR�U\QNX�PRELOH��RPDZLD�

QDMFLHNDZV]H� FDVH� VWXGLHV� SROVNLFK� ĆUP� �QDMH×RQH� OLF]EDPL��� L� Z\]QDF]D�

NLHUXQNL�UR]ZRMX�Z�SROVNLP�PDUNHWLQJX�PRELOQ\P��=D�URN�VSUDZG]Ç��NWµU\PL�

]�QLFK�SRGÃ×\OLÐP\�

$E\�E\ÊD� WR� SXEOLNDFMD�� GR� NWµUHM� L� 7\� EÇG]LHV]�ZUDFDÅ��Z\SRVD×\ÊDP� MÃ���������

Z� QDMLVWRWQLHMV]H� GDQH� GRW\F]ÃFH� �VPDUWIRQL]DFML�� SROVNLHJR� VSRÊHF]HÌVWZD������

]�URNX�������0\ÐOÇ��×H�ZLÇNV]RÐÅ�]�QDV�ERU\ND�VLÇ�]�SUREOHPHP�GRFLHUDQLD�GR�

GDQ\FK��MHGQR]QDF]QLH�FKDUDNWHU\]XMÃF\FK�U\QHN�SROVNL��ZLÇF�Z�WHM�SXEOLNDFML�

SUµEXMÇ� VLÇ� ]� QLP� UR]SUDZLÅ�� 3DUWQHUHP�PHU\WRU\F]Q\P� UDSRUWX� MHVW� ĆUPD�

EDGDZF]D�716�3ROVND��G]LÇNL�NWµUHM�PRJÇ�WDNLH�GDQH�XGRVWÇSQLÅ��=DVWDQD-

ZLDV]�VLÇ�� LOX�3RODNµZ�SRVLDGD�VPDUWIRQ\"�,OX�VNDQXMH�45�NRG\"�,OX�NRU]\VWD��������������

]�EDQNRZRÐFL�PRELOQHM"�$�ZLHV]��LOX�3RODNµZ�QDZHW�QLH�ZLH��×H�PD�VPDUWIRQD"�

,OX� QLH� ]UR]XPLH� NRPXQLNDWX� �QDV]D� DSOLNDFMD� SDVXMH� QD� V\VWHP� $QGURLG���������������

Z�ZHUVML�����L�Z\×V]HM�"�7XWDM�QD�WHJR�W\SX�S\WDQLD�]QDMG]LHV]�RGSRZLHGÕ�

7HQ� UDSRUW� SRND]XMH�� ×H� Z� 3ROVFH� GRÐZLDGF]DP\� HZROXFML� PRELOQHM

L�MHVWHÐP\�QD�MHM�SRF]ÃWNX��3RÐZLDGF]DMÃ�WR�GDQH�]�EDGDÌ�716�L�Z\QLNL�SUH]HQ-

WRZDQ\FK�FDVH�VWXGLHV��7H�GUXJLH��FKRÅ�NRQFHSF\MQLH�ÐZLHWQH��D�Z�Z\NRQDQLX�

EDUG]R�GREUH��VWDW\VW\NL�QLHNLHG\�PDMÃ�VNURPQH��1LH�R]QDF]D�WR��×H�QLH�PDP\�

VLÇ� MHV]F]H� F]\P� FKZDOLÅ�� :UÇF]� SU]HFLZQLH�� -HGQDN� Z� VNDOL� FDÊHJR�

VSRÊHF]HÌVWZD�PDP\�MHV]F]H�GX×R�GR�]URELHQLD��6PDUWIRQL]DFML�EÇG]LHP\�VLÇ�

QLHXVWDQQLH� XF]\Å� ��P\�� EUDQ×D��P\��PDUNHWHU]\� L�P\�� NOLHQFL�� SU]HFLÇWQL� LFK�

X×\WNRZQLF\���=DFKÇFDP�ZLÇF�GR�SUDF\�X�SRGVWDZ��PµZLHQLD�R�PRELOH�WDNLP��

MDNL� MHVW� L� UHDOL]RZDQLD� SURMHNWµZ�Z� VW\OX� WDNLP�� MDNLP�QLH� SRZVW\G]LP\� VLÇ�

SRFKZDOL�]D�URN�

3R]GUDZLDP�FLHSÊR�

G]LÇNXMÇ�]D�SREUDQLH�UDSRUWX

L�×\F]Ç�PLÊHM�OHNWXU\�

Monika Mikowska#0REL0RQL

Page 4: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Najwa#niejsze wydarzenia roku 2012 - $wiatRDSRUW�UR]SRF]\QDP�RG�SU]HGVWDZLHQLD���QDMZD×QLHMV]\FK�Z\GDU]HÌ�PLQLRQHJR�URNX�]H�ÐZLDWRZHJR�U\QNX�PRELOH��.D×GH�Z\GDU]HQLH�RSLVXMÇ�Z�NLONX�

×RÊQLHUVNLFK�VÊRZDFK�L�ND×GH�X]XSHÊQLDP�QLH]DOH×Q\P�NRPHQWDU]HP�HNVSHUFNLP��NWµU\�RFHQLD�LFK�ZSÊ\Z�QD�SROVNL�U\QHN�XVÊXJ�PRELOQ\FK��

Page 5: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Nowe produkty Apple: iPhone 5 i iPad MiniANWXDOQRÐFL�]�NRQFHUQX�$SSOH�ÐOHG]LP\�]�]DSDUW\P�WFKHP��3ODWIRUPD�L26�MHVW�GUXJLP��RERN�$QGURLGD��

QDMSRSXODUQLHMV]\P�V\VWHPHP�RSHUDF\MQ\P��QD�NWµU\�SROVF\�PDUNHWHU]\�GHYHORSXMÃ�DSOLNDFMH�PRELOQH��

:ÊDÐFLFLHOH�L3KRQHµZ���FKRÅ�MHVW�LFK�R�ZLHOH�PQLHM�QL×�SRVLDGDF]\�WHOHIRQµZ�]�V\VWHPHP�$QGURLG���VÃ�EDUG]R�

DNW\ZQ\PL�X×\WNRZQLNDPL�VZRLFK�VPDUWIRQµZ��%H]G\VNXV\MQ\�MHVW�IDNW��×H�$SSOH�NV]WDÊWXMH�UµZQLH×�QDV]�

U\QHN��3U]\NÊDGRZR��EUDN�1)&�Z�L3KRQLH���VSRZROQL�UR]ZµM�SÊDWQRÐFL�PRELOQ\FK�Z�3ROVFH�

i3KRQH���QLHVWHW\�QLH�ZQLµVÊ�]D�ZLHOH�QRZHJR�L�Z�PRMHM�RFHQLH�

WHFKQLF]QLH�SU]HJU\ZD�]�6DPVXQJ�*DOD[\�6���QDMV]\EFLHM�

VSU]HGDMÃF\�VLÇ�VPDUWIRQ�Z�KLVWRULL���FKRÅ�VRIWZDUHRZR�HNRV\V-

WHP�$SSOH�QDGDO�]DSHZQLD�ZLÇNV]Ã�VWDELOQRÐÅ��:UD]�]�W\P�

XU]ÃG]HQLHP�SRMDZLÊ�VLÇ�L26�����L�WR�RQ�SU]\QLµVÊ�ZLÇFHM�QRZRÐFL��

F]\OL�GRGDWNRZH�QDU]ÇG]LD�XÊDWZLDMÃFH�SURJUDPRZDQLH�DSOLNDFML��

]EOL×RQH�GR�W\FK�GRVWÇSQ\FK�MX×�QD�$QGURLGD��2GQRÐQLH�SR]\FML�

OLGHUD�WR�Z�EUDQ×\�SU]HMÃÊ�MÃ�6DPVXQJ�L�QLF�QLH�ZVND]XMH�QD�WR��×HE\�

WR�VLÇ�PLDÊR�]PLHQLÅ��]ZÊDV]F]D�SU]\�WDN�PDÊR�LQQRZDF\MQ\FK�

SUHPLHUDFK�MDN�L3KRQH�������=�NROHL�L3DG�0LQL�WR�]GHF\GRZDQLH�

RJURPQH�]DJUR×HQLH�GOD�NRQNXUHQWµZ��PQLHMV]\�UR]PLDU�R]QDF]D�

QL×V]Ã�FHQÇ��D�WR�JʵZQ\�SRZµG�GR�Z\ERUX�WDEOHWµZ�LQQ\FK�QL×�

$SSOH��

Tomasz Witt3UH]HV�=DU]ÃGX�1RUEVRIW

Page 6: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Premiera Windows 8 i Windows Phone 8WLQGRZV�3KRQH�WR�PRFQ\�NDQG\GDW�QD�WU]HFLH�PLHMVFH�QD�SRGLXP��RERN�$QGURLG�L�L26��QDMEDUG]LHM�OLF]ÃF\FK�VLÇ�Z�3ROVFH�PRELOQ\FK�V\VWHPµZ�RSHUDF\MQ\FK��:\JOÃG�LQWHUIHMVX�

RSDUW\�QD��NDćDFK��]QDP\�MX×�]�:LQGRZV�3KRQH����WHUD]�MHGQDN��G]LÇNL�QRZHPX�V\VWHPRZL�REVÊXJD�ND×GHJR�XU]ÃG]HQLD�]�:LQGRZV����VPDUWIRQ��WDEOHW��GHVNWRS��PD�SU]HELHJDÅ�

LGHQW\F]QLH��=�SXQNWX�ZLG]HQLD�X×\WNRZQLND�MHVW�WR�MHJR�MHGQD�]�QDMZLÇNV]\FK�]DOHW�Z�ÐZLHFLH�F\IURZ\P��Z�NWµU\P�FRUD]�ZLÇNV]H�]QDF]HQLH�PD�V]\ENL�L�Z\JRGQ\�GRVWÇS�GR�WUHÐFL��

QLH]DOH×QLH�RG�XU]ÃG]HQLD��]�NWµUHJR�VLÇ�NRU]\VWD�

Page 7: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Premiera Windows Phone 8 ma

RJURPQ\�ZSÊ\Z�QD�SROVNL�U\QHN��ER�

1RNLD�PD�QDGDO�VLOQ�SR]\FM��7R�

Z\PXV]D�P\ÐOHQLH�R�SODWIRUPLH�

0LFURVRIWX�MDNR�WU]HFLHM�VLOH�QD�

QDV]\P�U\QNX�WX�]D�L26��3HQHWUDFMD�

:LQGRZV�3KRQH�QD�SROVNLP�U\QNX�

URÐQLH�EDUG]R�G\QDPLF]QLH��:DUWR�

MX�Z�WHM�FKZLOL�WZRU]\�DSOLNDFMH�QD�

WHQ�V\VWHP�ER�NRQNXUHQFMD�MHVW�

QLHZLHOND��6]F]HJµOQLH��×H�GHYHORS-

PHQW�QD�:LQGRZV�3KRQH���QLH�Uµ×QL�

VLÇ�V]F]HJµOQLH�RG���

)LOR]RĆD�QRZ\FK�V\VWHPµZ�0LFUR-

VRIWD�PD�GX×H�V]DQVH�QD�GRPLQDFMÇ�Z�

QDMEOL×V]\FK�ODWDFK��-DNR�SUDZ-

GRSRGREQH�RFHQLDP��×H�LQQL�SRGÃ×Ã�

W\P�OXE�SRGREQ\P�WRUHP�

Windows 8/Windows RT to

UR]ZLÃ]DQLD��NWµUH�G]LÇNL�SU]\MD]QRÐFL�

L�VSµMQRÐFL�LQWHUIHMVµZ�PRJÃ�XÊDWZLÅ�

X×\ZDQLH�DSOLNDFML�QD�ZLHOX�

XU]ÃG]HQLDFK�L�VWDÅ�VLÇ�QRZ\P�VWDQ-

GDUGHP�QD�QDMEOL×V]H�ODWD��7R�EDUG]R�

PRFQH�XGHU]HQLH�0LFURVRIWX�

Kamil Brzezi!ski&72��5HGH[SHUWV

Mateusz Zguda&(2��.,66�GLJLWDO

W������URNX�VSRG]LHZDP\�VL�

]DRVWU]RQHM�ZDONL�SRPLÇG]\�WU]HPD�

JLJDQWDPL�QD�SROX�PRELOQ\FK�

V\VWHPµZ�RSHUDF\MQ\FK��JG]LH�ND×G\�

EÇG]LH�ERU\NDÅ�VLÇ�]H�VZRLPL�SURE-

OHPDPL��:LQGRZV�3KRQH�]�PDÊÃ�

LORÐFLÃ�X×\WNRZQLNµZ��L26�]H�

VWDJQDFM�D�$QGURLG�]�IUDJPHQWDFM�

U\QNX�L�PDOZDUH��2F]\ZLÐFLH�]�

]DFLHNDZLHQLHP�SDWU]\P\�QD�WR��FR�

SRND×H�5,0�Z�VZRLP�%ODFN%HUU\�����

"ukasz Taborowski&22��.2''

Page 8: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Google GlassÏZLDW�ZVWU]\PDÊ�RGGHFK�Z�NZLHWQLX������URNX��NLHG\�XVÊ\V]DÊ�R�SURMHNFLH�RNXODUµZ�RG�*RRJOHD��Z\NRU]\VWXMÃF\FK�WHFKQRORJLH�UR]V]HU]RQHM�

U]HF]\ZLVWRÐFL�QD�QLHVSRW\NDQÃ�GRWÃG�VNDOÇ��0R×OLZRÐFL��MDNLH�VWZDU]DMÃ�GOD�PDUNHWLQJX�RJUDQLF]RQH�VÃ�MHG\QH�Z\REUDÕQLÃ��2NXODU\�PDMÃ�ZHMÐÅ�GR�

VSU]HGD×\�Z�6WDQDFK�=MHGQRF]RQ\FK�GOD�GHYHORSHUµZ�QD�SRF]ÃWNX������URNX��D�GOD�NRQVXPHQWµZ�QD�SU]HÊRPLH�ODW������L������

0DUNHWLQJRZ\P�PDMVWHUV]W\NLHP�E\ÊR�SRND]DQLH�ÐZLDWX�*RRJOH�*ODVVHV��7R�

QLHZÃWSOLZLH�QDMZLÇNV]D�QLHVSRG]LDQND�]HV]ÊHJR�URNX��8U]ÃG]HQLH�SUH]HQWXMH�

RJURPQH�PR×OLZRÐFL�GU]HPLÃFH�Z�WHFKQRORJLDFK�PRELOQ\FK��1LHWUXGQR�MHVW�VRELH�

Z\REUD]LÅ�V\WXDFMÇ��Z�NWµUHM�WHJR�W\SX�VSU]ÇW�]DVWÇSXMH�QDP�WHOHIRQ��F]\�NRPSXWHU

L�VWDMH�VLÇ�SRGVWDZRZ\P�QDU]ÇG]LHP�GR�SUDF\��]DEDZ\��NRPXQLNDFML�F]\�WH×�]DFKR-

Z\ZDQLD�QDV]\FK�ZVSRPQLH�

Wojciech Drewczy!ski3URMHFW�0DQDJHU��-DPHO�,QWHUDFWLYH

ZREDF]�ĆOP��3URMHFW�ê*ODVV��2QH�GD\����

KWWS���\RXWX�EH��F�:�&&8�0�

Page 9: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

*U\�ÊÃF]ÃFH�U]HF]\ZLVWRÐÅ�]�ZLUWXDOQÃ�PHFKDQLNÃ�VSLÇWÃ�JHRORNDOL]DFMÃ�EÇGÃ�QD�SHZQR�

VLOQ\P�WUHQGHP�Z�QDMEOL×V]\FK�ODWDFK��0R×QD�QDZHW�SRVWDZLÅ�RGZD×QÃ�WH]Ç��×H�ZLHOH�

NODV\F]Q\FK�JLHU�RWU]\PD�PQLHMV]H��OXE�ZLÇNV]H�ZVSDUFLH�JHRORNDOL]DFML��7DNLFK�SUµE�

VSLÇFLD�UHDOQHM�SU]HVWU]HQL�]�ZLUWXDOQ\P�ÐZLDWHP�EÇG]LH�ZLHOH��SRF]ÃZV]\�RG�W\SRZR�

X×\WNRZ\FK��DSOLNDFMH�]�32,���SU]H]�NRPXQLNDF\MQR�VSRÊHF]QRÐFLRZH���VRFLDO�QHWZRUNV����

D�NRÌF]ÃF�QD�UR]EXGRZDQ\FK�JUDFK��&]\�PDUNHWHU]\�EÇGÃ�]�WHJR�NRU]\VWDÅ"�1D�SHZQR��

FKRÅ�WUXGQR�PL�RNUHÐOLÅ�Z�MDNLHM�VNDOL��3DWU]ÃF�QD�DNWXDOQH�SU]\NÊDG\�WUXGQR�E\Å�QDG-

PLHUQ\P�RSW\PLVWÃ��D�QD�SHZQR�QLH�ZLHU]Ç�Z�SRSXODUQRÐÅ�WHJR�NDQDÊX�Z�3ROVFH��

0LHOLÐP\�ZLHOH�SUµE�SU]HNRQDQLD�EUDQ×\�UHNODPRZHM�L�VDP\FK�NOLHQWµZ�GR�]ZUµFHQLD�

XZDJL�QD�ÐZLDW�JLHU�L�RJµOQLH�UR]U\ZNL�HOHNWURQLF]QHM��3R]D�SRMHG\QF]\PL�SU]\SDGNDPL��

SR�ZLHOX�ODWDFK�G]LDÊDÌ�LQIRUPDF\MQ\FK��U\QHN�JLHU��MDNR�SRÐUHGQL�NDQDÊ�PDUNHWLQJRZ\��

SUDNW\F]QLH�QLH�LVWQLHMH��*U\�L�HIHNW\ZQD�NRPXQLNDFMD�PDUNHWLQJRZD�QLH�WZRU]Ã

Z�3ROVFH�]JUDQHM�SDU\�

Adam Jesionkiewicz&(2�,QYHQWLFD�6$

Ingress - gra !%cz%ca $wiat wirtualny z realnym.ROHMQ\�SURMHNW�*RRJOHD��NWµU\�ZELÊ�VLÇ�QD�OLVWÇ�WRSRZ\FK�Z\GDU]HÌ�XELHJÊHJR�URNX��'ZD�PLHVLÃFH�WHPX�SRMDZLÊD�VLÇ�JUD�,QJUHVV��GRVWÇSQD�W\ONR�GOD�

]DSURV]RQ\FK�X×\WNRZQLNµZ���NWµUD�Z\NRU]\VWXMH�JHRORNDOL]DFMÇ�L�]PXV]D�GR�DNW\ZQRÐFL�SRSU]H]�RGZLHG]DQLH�Z\]QDF]RQ\FK�PLHMVF�SXEOLF]Q\FK��

SR]ZDODMÃF\FK�JUDF]RP��UHDOL]RZDÅ�GDQÃ�PLVMÇ��:�JU]H�ELRUÃ�XG]LDÊ�SUDZG]LZH�VNOHS\�L�LFK�SURGXNW\��ZLÇF�PDUNHWHURP�RWZLHUDMÃ�VLÇ�QRZH�PR×OLZRÐFL�

SURPRF\MQH��*UD�,QJUHVV�Z�ZHUVML�EHWD�MHVW�GRVWÇSQD�Z�*RRJOH�3OD\�

ZREDF]�ĆOP��,QJUHVV���,WV�WLPH�WR�0RYH�

KWWS���\RXWX�EH���U<MO[T\S0

Page 10: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Zmobilizowane wybory prezydenckiew Stanach Zjednoczonych

0µZL�VLÇ��×H�NDPSDQLD�SUH]\GHQFND�Z�86$�Z�URNX������E\ÊD�H�PDLO�PDUNHWLQJRZD��Z�URNX��������VRFLDO�PHGLRZD��D�Z�URNX��������PRELOQD��%DUDFN�

2EDPD�L�0LWW�5RPQH\�ZDOF]\OL�]H�VRE�R�SUH]\GHQWXU��D�LFK�PRELOQH�VWURQ\�LQWHUQHWRZH�R�W\WX��WHM�HIHNW\ZQLHMV]HM���5:'�YV��GHG\NRZDQD��OHNND�

VWURQD�PRELOQD���3RGF]DV�W\FK�Z\ERUµZ�UµZQLH×�QDUµG�DPHU\NDÌVNL�GRZLµGÊ�VZRMHM�PRELOQRÐFL��

ZREDF]�ĆOP��3UHVLGHQW�2EDPD

LQ��'�$XJPHQWHG�5HDOLW\�RQ�(OHFWLRQ�'D\�����ë

KWWS���\RXWX�EH�%�TV/I�6�,�

ZREDF]�LQIRJUDĆNÇ

KWWS���SLQWHUHVW�FRP�SLQ�������������������

Magdalena Górnicka&RPPXQLW\�0DQDJHU��IDFH$'',&7('

6]WDE�%DUDFND�2EDP\�GRVWU]HJ�RJURPQ\�SRWHQFMD�Z�PRELOHX��]D�SRPRF�DSOLNDFML�

PRELOQ\FK�PR×QD�E\ÊR�QS��SU]HND]DÅ�GDWHN�QD�U]HF]�NDPSDQLL�DOER�]DUHMHVWURZDÅ�VLÇ�

MDNR�Z\ERUFD��2ĆFMDOQD�DSOLNDFMD�2EDP\�E\ÊD�SU]HQLHVLHQLHP�VÊDZQHJR�VHUZLVX�

0\�%DUDFN2EDPD�FRP�GR�NLHV]HQL�Z\ERUF\��'OD�ND×GHJR�MHJR�]ZROHQQLND�VWDQRZLÊD�

�FHQWUXP�GRZRG]HQLD��L�Z�ÊDWZ\�VSRVµE�SR]ZDODÊD�]DDQJD×RZDÅ�VLÇ�QD�MHJR�U]HF]���

FKRÅE\�SRSU]H]�RSDUWH�R�JHRORNDOL]DFMÇ�SRZLDGRPLHQLD�R�ORNDOQ\FK�HYHQWDFK�SROLW\F]-

Q\FK�b

:�3ROVFH�Z]RUFH�WHJR�W\SX�EÇGÃ�ZGUD×DQH�GRÐÅ�SRZROL���GR�WHM�SRU\�G]LDÊDQLD�SROLW\NµZ�

Z�PRELOHX�RJUDQLF]DMÃ�VLÇ�WDN�QDSUDZGÇ�GR�SU]HGVWDZLHQLD�LFK�V\OZHWHN��RVµE��

SURJUDPX���EH]�UHDOQ\FK�NRU]\ÐFL�GOD�X×\WNRZQLNµZ��7\PF]DVHP�DSSND�2EDP\�GDZDÊD�

HNVWUD�EHQHĆW���ÊÃF]\ÊD�OXG]L�Z�UHDOX��VSUDZLDÊD��×H�PR×QD�E\OR�]ORNDOL]RZDÅ�HYHQW\�

SRÐZLÇFRQH�2EDPLH��F]\�QDZHW�MHJR�Z\ERUFµZ��NWµU]\��FKHFNLQRZDOL��VLÇ�Z�SREOL×X��

0RELOH�SR]ZROLÊ�SRÊÃF]\Å��ZLHONÃ��SROLW\NÇ�]�GUREQ\PL��ORNDOQ\PL�VSUDZDPL��1DGDÊR�WR�

QRZH�×\FLH�UXFKRZL�JUDVVURRWV��NWµU\�MX×�F]WHU\�ODWD�WHPX�Z\QLµVÊ�2EDPÇ�GR�ZÊDG]\�

,�WR�MHVW�ZÊDÐQLH�WHQ�QRZ\�Z\PLDU�PRELOHX�Z�DPHU\NDÌVNLFK�Z\ERUDFK��NWµU\�WUXGQR��

FKRFLD×�ZDUWR�QDÐODGRZDÅ�

Page 11: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Sukces Instagrama,QVWDJUDP�WR�QDMSRSXODUQLHMV]D�PRELOQD�DSOLNDFMD�IRWRJUDĆF]QD��'RVWÇSQD�MHVW�Z\ÊÃF]QLH�QD�WHOHIRQ\�]�V\VWHPHP�L26��RG�SDÕG]LHUQLND������URNX��L�QD�WHOHIRQ\�

]�V\VWHPHP�$QGURLG��RG�NZLHWQLD������URNX���:�URNX������SU]HNURF]\ÊD�����PLOLRQµZ�]DUHMHVWURZDQ\FK�X×\WNRZQLNµZ�L�]RVWDÊD

Z\NXSLRQD�SU]H]�)DFHERRND�]D���PLOLDUG�GRODUµZ��7H�IDNW\�SRND]XMÃ�VNDOÇ�VXNFHVX��MDNL�PR×H�RVLÃJQÃÅ�XVÊXJD��GRVWÇSQD�Z\ÊÃF]QLH�]�SR]LRPX�VPDUWIRQD�

,QVWDJUDP�ÐPLDÊR�SU]HELMD�VLÇ�GR�DEVR-

OXWQHJR�WRSX�JOREDOQ\FK�SODWIRUP�

VSRÊHF]QRÐFLRZ\FK�L�UR]ZµM�WHM�XVÊXJL

Z�QDMEOL×V]\FK�PLHVLÃFDFK�EÇG]LH�

Z\MÃWNRZR�FLHNDZ\�GR�REVHUZDFML�

,QVWDJUDP�EÇG]LH�XZ]JOÇGQLDQ\�Z�SODQDFK�

PDUNHWLQJRZ\FK�GX×\FK�EUDQGµZ�

Micha# Sadowski&(2�%UDQG���SO

Page 12: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

APHU\NDÌVNL�W\JRGQLN�1HZVZHHN�Z�ZHUVML�SDSLHURZHM�

XND]\ZD�VL�SU]H]����ODW��'QLD�����JUXGQLD������URNX�

Z�WHM�IRUPLH�]RVWD�Z\GDQ\�SR�UD]�RVWDWQL��7HQ�IDNW�

QLHNWµU]\�LQWHUSUHWXMÃ�MDNR�JZµÕGÕ�GR�WUXPQ\�GOD�

SUDV\�GUXNRZDQHM��1LHZÃWSOLZLH�GRSLQJXMH�SROVNLFK�

Z\GDZFµZ�GR�FRUD]�OHSV]HM�G\VWU\EXFML�VZRLFK�WUHÐFL�

Z�ÐZLHFLH�F\IURZ\P��

PDUDGRNVDOQLH��MHGQR�]�QDMZD×QLHMV]\FK�

Z\GDU]HÌ�Z�EUDQ×\�PRELOQHM�GRW\F]\ð�

GUXNX���7R�Z\GDU]HQLH�WR�GHF\]MD�7KH�

1HZVZHHN�'DLO\�%HDVW�&RPSDQ\�R�

Z\GDZDQLX�W\JRGQLND�1HZVZHHN�MHG\QLH

Z�ZHUVML�HOHNWURQLF]QHM��:\GDZFD�

WÊXPDF]\��×H�MX×�SUDZLH�����$PHU\NDQµZ�

NRU]\VWD�MHG\QLH�]�F\IURZ\FK�VHUZLVµZ�

QHZVRZ\FK��RSÊDFDOQRÐÅ�GUXNX�VSDGD�Z�

]DVWUDV]DMÃF\P�WHPSLH��D�OLF]ED�WDEOHWµZ�L�

H�F]\WQLNµZ�RELHFXMÃFR�URÐQLH�

Aleksandra Porowska&RPPXQLFDWLRQ�$GYLVRU��*UXSD�0RWWHT

Ostatnie papierowe wydanie Newsweek

Page 13: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

20. urodziny SMS-aNLH�MHVW�WR�W\SRZH��Z\GDU]HQLH���DOH�Z�W\P�]HVWDZLHQLX�RNUÃJÊH�XURG]LQ\�NUµWNLFK�ZLDGRPRÐFL�WHNVWRZ\FK�]QDOHÕÅ�VLÇ�PXVLDÊ\��0LPR�URVQÃFHM�

SRSXODUQRÐFL�QRZRF]HVQ\FK�PHWRG�NRPXQLNDFML��SR]\FMD�606�µZ�MHVW�QLH]DFKZLDQD���WR�QLH]PLHQQLH�FRG]LHQQ\��V]\ENL�L�WDQL�NDQDÊ�NRPXQLNDFML�

=�URNX�QD�URN�Z\V\ÊDP\�LFK�FRUD]�ZLÇFHM���RVWDWQLH�GDQH�*86�PµZLÃ�R����PLOLDUGDFK�Z�URNX�������SRU��Z������URNX�Z\VÊDOLÐP\�LFK����PLOLDUGµZ��

WHGÊXJ�V]DFXQNµZ�ĆUP\�DQDOLW\F]QHM�-XQLSHU�5HVHDUFK�

XG]LDÊ�606�µZ�Z�RJµOQRÐZLDWRZ\P�UXFKX�ZV]\VWNLFK�

ZLDGRPRÐFL�WHNVWRZ\FK�XWU]\P\ZDÅ�VLÇ�EÇG]LH�QD�

QDMZ\×V]\P�SR]LRPLH�SU]H]�QDMEOL×V]H���ODW��2]QDF]D�WR��×H�

GR������URNX�606�XWU]\PD�SR]\FM�OLGHUD�U\QNX�PRELOQ\FK�

ZLDGRPRÐFL�WHNVWRZ\FK�L�EÇG]LH�]QDF]QLH�F]ÇÐFLHM�Z\ELHUDQÃ�

PHWRG�NRPXQLNDFML�QL�H�PDLOH��NRPXQLNDWRU\�PRELOQH�L�

VRFLDO�PHGLD�

1DV]H�ZÊDVQH�EDGDQLD��QS���.RPXQLNDFMD�606�Z�3ROVFH�

�������UµZQLH×�SRWZLHUG]DMÃ��×H�]GHF\GRZDQD�ZLÇNV]RÐÅ�

X×\WNRZQLNµZ�VPDUWIRQµZ�SUHIHUXMH�NRPXQLNDFMÇ�606�RG�

DSOLNDFML��WDNLFK�MDN�*RRJOH�7DON�F]\�)DFHERRN�

Artur Sadowski0HQDG×HU�GV��5R]ZRMX�Z�3ODWIRUPLH�6HUZHU606�SO

Page 14: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013
Page 15: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Najwa!niejsze wydarzenia roku 2012 - PolskaTHQ�UR]G]LDÊ�SU]HGVWDZLD����QDMZD×QLHMV]\FK�Z\GDU]HÌ��NWµUH�PLDÊ\�ZSÊ\Z�QD�UR]ZµM�SROVNLHJR�U\QNX�XVÊXJ�PRELOQ\FK��1LH�ZV]\VWNLH�PDMÃ�ÕUµGÊR

Z�EUDQ×\�PDUNHWLQJRZHM��ZV]\VWNLH�MHGQDN�VÃ�PRFQ\PL�DUJXPHQWDPL�GOD�PDUNHWHUµZ��NWµUH�SU]HNRQXMÃ��MDN�ZD×QH�MHVW�GRFLHUDQLH�GR�NOLHQWµZ�

SRSU]H]�WHOHIRQ\�NRPµUNRZH�

Page 16: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

JHVW�WR�LGHDOQH�RG]ZLHUFLHGOHQLH�URVQÃFHM�SRSXODUQRÐFL�EUDQ×\�PRELOH��FRUD]�ZLÇFHM�

OXG]L�UH]\JQXMH�]�WHOHIRQµZ�VWDFMRQDUQ\FK�QD�U]HF]�WHOHIRQµZ�NRPµUNRZ\FK���0\ÐOÇ��

×H�SRNROHQLD��NWµUH�REHFQLH�Z\FKRZXMÃ�VLÇ�QD�QRZ\FK�WHFKQRORJLDFK��Z�SU]\V]ÊRÐFL�

ZLÇNV]RÐÅ�U]HF]\�EÇGÃ�]DÊDWZLDÅ�PRELOQLH�L�ZÊDÐQLH�Z�VIHU]H�PRELOQHM�EÇG]LH�RGE\ZDÊ�

VLÇ�FDÊ\�PDUNHWLQJ��SURPRFMD��D�]�F]DVHP�WDN×H�ELXURNUDFMD��]DNXS\�L�ZLHOH�LQQ\FK�XVÊXJ�

Marta TomczakPR Specialist, Synergy-IT

Marka Telekomunikacji Polskiejzostaje wch"oni#ta do Orange

0DUND�2UDQJH�VWDMH�VLÇ�PDUNÃ�KDQGORZÃ�L�NRUSRUDF\MQÃ�7HOHNRPXQLNDFML�3ROVNLHM��:�NRPXQLNDFLH�73�6$�F]\WDP\��×H�U\QHN�WHOHNRPXQLNDF\MQ\

]PLHU]D�Z�NLHUXQNX�ÊÃF]HQLD�XVÊXJ�VWDFMRQDUQ\FK�L�PRELOQ\FK��:L]HUXQHN�PDUNL�2UDQJH�PD�SRSUDZLÅ�SHUFHSFMÇ�XVÊXJ�VWDFMRQDUQ\FK�73�

.OLHQFL�]�NROHL�PDMÃ�]\VNDÅ�QRZRF]HVQH�UR]ZLÃ]DQLD�ÊÃF]ÃFH�WHFKQRORJLH�VWDFMRQDUQH�L�PRELOQH�

Page 17: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Wprowadzenie p"atno$ci mobilnychprzez sieci Orange i T-Mobile

RRN������WR�QRZ\�UR]G]LDÊ�Z�]DNUHVLH�SÊDWQRÐFL�PRELOQ\FK��=�SHUVSHNW\Z\�LQWHJUDWRUD�

SÊDWQRÐFL�ZLG]LP\�ZLHONL�UR]ZµM�SÊDWQRÐFL�NRPµUNÃ��F]\OL�EH]SRÐUHGQLR�]�NDUW\�

SÊDWQLF]HM�SRGSLÇWHM�SRG�QXPHU�WHOHIRQX��3R]\W\ZQLH�]DVNRF]\ÊR�QDV�RWZDUFLH�VLÇ�

PHUFKDQWµZ�QD�NDQDÊ�PRELOQ\�å�RWU]\PXMHP\�PQµVWZR�]DS\WDÌ��QDSUDZGÇ�GX×R��GX×R�

VLÇ�G]LHMH��1D�PRMH�RNR�GR������URNX�WRWDOQLH�RGHMG]LHP\�RG�REHFQ\FK�UR]ZLÃ]DÌ�

SÊDWQLF]\FK��3RZLÇNV]\�VLÇ�VLHÅ�XVÊXJ�PR×OLZ\FK�GR�RSÊDFHQLD�SRSU]H]�WHOHIRQ��

Monika PoniatowskaSpecjalista ds. marketingu uPaid

:�OLVWRSDG]LH������SRMDZLÊD� VLÇ�XVÊXJD�2UDQJH�&DVK�� ]�NWµUHM�PR×H�

VNRU]\VWDÅ� ND×G\� NOLHQW� 2UDQJH�� NWµU\� SRVLDGD� DSDUDW� WHOHIRQLF]Q\���������

]�WHFKQRORJL�1)&�RUD]�Z\PLHQL�NDUW�6,0�QD�6,0�P%DQN�0DVWHU&DUG�

2UDQJH�&DVK��'R�WHM�NDUW\�SU]\SRU]ÃGNRZDQ\�MHVW�QXPHU�UDFKXQNX��QD�

NWµU\� QDOH×\� SU]HOHZDÅ� ÐURGNL� VÊX×ÃFH� GR� WUDQVDNFML� ]EOL×HQLRZ\FK������

:�W\P�VDP\P�F]DVLH�7�0RELOH�ZSURZDG]LÊ�XVÊXJÇ�0\:DOOHW��G]LÇNL�

NWµUHM�PR×QD�GRNRQ\ZDÅ�SÊDWQRÐFL� ]EOL×HQLRZ\FK�Z\NRU]\VWXMÃF�GR�

WHJR�FHOX�ZLHOH�NDUW�GHEHWRZ\FK�L�NUHG\WRZ\FK�]DSLVDQ\FK�Z�WHOHIR�

QLH� NRPµUNRZ\P� �DSOLNDFMD�0\:DOOHW� MHVW� EH]SRÐUHGQLR� SRZLÃ]DQD������

]�UDFKXQNLHP�EDQNRZ\P�Z�P%DQNX�OXE�NDUW�NUHG\WRZ�3ROEDQNX���

7X� UµZQLH×� SRWU]HEQD� MHVW� Z\PLDQD� NDUW\� 6,0� QD� 6,0� 1)&�� NWµUHM�

PR×QD�GRNRQDÅ�Z�GRZROQ\P�PRPHQFLH�WUZDQLD�XPRZ\�

0R×OLZRÐÅ� SÊDFHQLD� WHOHIRQHP� HOHNWU\]XMH�ZLHOX� ]� QDV�� .URN� RSHUD�

WRUµZ� WHOHIRQLL� NRPµUNRZHM� WR� SRF]ÃWHN� SÊDWQRÐFL� ]EOL×HQLRZ\FK�

SU]H]� VPDUWIRQ\�QD�PDVRZÃ� VNDOÇ��2F]\ZLÐFLH�Z� WHM� FKZLOL� NRU]\VWD�������

]�QLFK�PDÊ\�SURFHQW�X×\WNRZQLNµZ�VPDUWIRQµZ��]�GDQ\FK�']LHQQLND�

*D]HW\�3UDZQHM�ZLHP\��×H�P%DQN�QD�SRWU]HE\�RSHUDWRUµZ�Z\GDÊ�����

W\VLÃFD� NDUW��� DOH� PR×OLZRÐFL� UR]ZRMX� VÃ� EDUG]R� GX×H�� 'RGDWNRZR�

WUHQG� WHQ�ZVSLHUDMÃ�XVÊXJL� LQWHJUDWRUµZ�SÊDWQRÐFL�PRELOQ\FK�� WDNLFK�

MDN�QS��X3DLG��6N\&DVK��F]\�WH�SURJUDP\�W\SX�0DVWHU&DUG�0RELOH�

=REDF]�ĆOP�R�2UDQJH�&DVK

http://youtu.be/3V8-p_KyQXQ

=REDF]�ĆOP�R�0\:DOOHW

http://youtu.be/ZqX-0XVNiVs

Page 18: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Transakcja Polidei i uTest

=D�MHGQR�]�NOXF]RZ\FK�Z\GDU]HÌ�Z�SROVNLHM�EUDQ×\�PRELOH�L�MHGQRF]HÐQLH�VSRU\�VXNFHV�

PR×QD�X]QDÅ�VSU]HGDQLH�SU]H]�VSµÊNÇ�3ROLGHD�VZRMHJR�SURGXNWX�$PHU\NDQRP��=D�

NZRWÇ�SRQDG�PLOLRQD�GRODUµZ�DPHU\NDÌVNL�NRQFHUQ�X7HVW�VWDÊ�VLÇ�QDE\ZFÃ�SUDZ�

DXWRUVNLFK�GR�XVÊXJL�$SSKDQFH��D�3ROLGHD�XG]LDÊRZFHP�ĆUP\��NWµUD�MHVW�F]RÊRZ\P�

GRVWDZFÃ�QDU]ÇG]L�GR�WHVWRZDQLD�RSURJUDPRZDQLD�PRELOQHJR��'RGDWNRZR�X7HVW�

]RERZLÃ]DÊ�VLÇ�GR�]OHFDQLD�ĆUPLH�3ROLGHD�QRZ\FK�SURMHNWµZ�DSOLNDFML�PRELOQ\FK��

1DOH×\�SRGNUHÐOLÅ��×H�3ROLGHD�PD�]DOHGZLH���ODWD��D�SU]HSURZDG]LÊD�QDMZLÇNV]Ã�

WUDQVDNFMÇ�Z�SROVNLHM�EUDQ×\�PRELOH��NWµUHM�SRWHQFMDÊ�URÐQLH�]�URNX�QD�URN�

$PHU\NDÌVND�VSµÊND�X7HVW��QDMZLÇNV]\�QD�ÐZLHFLH�GRVWDZFD�QDU]ÇG]L�GR�WHVWRZDQLD�

RSURJUDPRZDQLD��SU]HMÇÊD�SROVNÃ�ĆUPÇ�WHFKQRORJLF]QÃ�$SSKDQFH��QDOH×ÃFÃ�GR�VSµÊNL�

3ROLGHD��7R�SLHUZV]D�DNZL]\FMD�X7HVW�QD�ÐZLHFLH�L�SLHUZV]D�XMDZQLRQD�WDN�GX×D

WUDQVDNFMD�SU]HMÇFLD�QD�U\QNX�DSOLNDFML�PRELOQ\FK�Z�3ROVFH��X7HVW�$SSKDQFH�WR�SODWIRUPD�

LQWHUQHWRZD�GOD�SURJUDPLVWµZ��NWµUD�SR]ZDOD�QD�Z\NU\FLH�EÊÇGµZ�Z�DSOLNDFMDFK

PRELOQ\FK�L�]HEUDQLH�XZDJ�RG�NOLHQWµZ�

Bart!omiej LoziaCEO JOJO Mobile Polska

Page 19: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Sukces gry Real BoxingTR�ÐZLDWRZ\�VXNFHV�SROVNLHM�ĆUP\�GHYHORSHUVNLHM��9LYLG�*DPHV��5HDO�%R[LQJ�WR�LFK�ćDJRZD�SURGXNFMD��NWµUHM�SU]\FKRG\�]H�VSU]HGD×\�Z�SLHUZV]\FK

��W\JRGQLDFK�SR�SXEOLNDFML�SRNU\Ê\�NRV]W\�MHM�SURGXNFML��*UD�RWU]\PDÊD�P�LQ��Z\Uµ×QLHQLH�$SSOH�(GLWRUVè�&KRLFH��ZLHOH�EDUG]R�GREU\FK�UHFHQ]ML�Z�SUDVLH

L�VHUZLVDFK�LQWHUQHWRZ\FK�QD�FDÊ\P�ÐZLHFLH�L�ZVSLÇÊD�VLÇ�QD�V]F]\W\�OLVW�VSU]HGD×\��SR]RVWDMÃF�Z�723����JLHU�VSRUWRZ\FK�Z�SRQDG�����NUDMDFK��5HDO�

%R[LQJ�MHVW�GRVWÇSQD�Z�$SS�6WRUH�Z�FHQLH���������:�SLHUZV]\P�NZDUWDOH������URNX�SRMDZL�VLÇ�Z�*RRJOH�3OD\�

GU\�VWDQRZLÃ�QD�ÐZLHFLH�GRNÊDGQLH����SURF��ZV]\VWNLFK�]DLQVWD�

ORZDQ\FK�DSOLNDFML��ÕUµGÊR��1LHOVHQ���:�WU]HFK�ZLRGÃF\FK�SROVNLFK�

PDUNHWDFK��$SS�6WRUH��*RRJOH�3OD\�RUD]�:LQGRZV�0DUNHWSODFH��

PDMÃ�RQH�QDMZLÇNV]Ã�OLF]EÇ�UHSUH]HQWDQWµZ�Z�JUXSLH����QDMSRSX�

ODUQLHMV]\FK�SR]\FML��6XNFHV\�WDNLFK�UHDOL]DFML�MDN�5HDO�%R[LQJ�

PRW\ZXMÃ�GR�DNW\ZQRÐFL�UµZQLH×�Z�PRELOH�JDPH�PDUNHWLQJX��

3RWHQFMDÊ�WNZLÃF\�Z�QLP�QDMOHSLHM�REUD]XMÃ�OLF]E\��3U]\NÊDGRZR��

DSOLNDFMD�%DUFOD\FDUG�:DWHUVOLGH([WUHPH�]RVWDOD�SREUDQD������POQ�

UD]\��9RONVZDJHQ�5HDO�5DFLQJ�*7,�������POQ�UD]\��=DUµZQR�

QDMZLÇNV]H�ÐZLDWRZH�PDUNL��MDN�L�ORNDOQH�SROVNLH�VÊXV]QLH�ZLG]Ã

Z�JUDFK�PRELOQ\FK�GRVNRQDÊH�QDU]ÇG]LH�SURPRFML�

Bartosz Bra"ewicz-Dosió!koIT Director MoveApp (Grupa Me & My Friends SA)

Page 20: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

3 polskie aplikacje mobilne osi%gaj% milion pobra&:�URNX������PDJLF]Q\�PLOLRQ�SREUDÌ�SU]HNURF]\Ê\�W\ONR�WU]\�DSOLNDFMH�PRELOQH��**��$OOHJUR�L�791�3OD\HU��VXPD�SREUDÌ�]H�ZV]\VWNLFK�

V\VWHPµZ�RSHUDF\MQ\FK��QD�MDNLH�VÃ�GRVWÇSQH���7R�PRW\ZDWRU�GOD�U\QNX���ZLHP\�MX×��×H�WDNLH�Z\QLNL�VÃ�Z�]DVLÇJX�UÇNL�

UU]ÃG]HQLD�PRELOQH�VÃ�MX×�Z�NLHV]HQLDFK�PDVRZ\FK�X×\WNRZQLNµZ��WU]HED�W\ONR�

GR�QLFK�GRWU]HÅ��3R�QD]ZDFK�DSOLNDFML�Z\UDÕQLH�ZLGDÅ��×H�WH��NWµUH�PDMÃ�VLOQH�

ZVSDUFLH�X]QDQ\FK�PDUHN�L�PHGLµZ�V]\ENR�RVLÃJDMÃ�FHOH�]DVLÇJRZH��%H]�WUDG\�

F\MQ\FK�NRPSHWHQFML�PDUNHWLQJRZ\FK�QRZ\P�DSOLNDFMRP�WUXGQR�EÇG]LH�SU]HELÅ�

VLÇ�Z�JÃV]F]X�PLHUQ\FK�SURGXNWµZ��QDZHW�MH×HOL�VDPD�DSOLNDFMD�EÇG]LH�JHQLDOQD�

6DP�]DVLÇJ�DSOLNDFML�MHVW�ZD×Q\��FKRÅ�SRG�ZDUXQNLHP��×H�QLH�PµZLP\�WX

R�MHGQRUD]RZ\FK�SREUDQLDFK��DOH�R�UHDOQHM�NRQVXPSFML��,ORÐÅ�VDP\FK�

]DDQJD×RZDQ\FK�RGELRUFµZ�MHVW�NOXF]RZD�GOD�GZµFK�QDMSRSXODUQLHMV]\FK�SµO�

G]LDÊDQLD�DSOLNDFML���]DUµZQR�WHJR�VWULFWH�UHNODPRZHJR��MDN�L�Z\GDZQLF]HJR�

�ZÊDVQH�SURGXNFMH���:�ND×GHM�]�W\FK�RSFML�]DVLÇJ�ZSÊ\ZD�QD�VNDOÇ�JHQHURZDQLD�

SU]\FKRGX�L�RVWDWHF]QHM�NRQZHUVML�

Adam JesionkiewiczCEO Inventica SA

Page 21: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Dojrza"o$' polskich aplikacji u!ytkowych:�PRMHM�RFHQLH�GZLHPD�QDMSRSXODUQLHMV]\PL�SROVNLPL�DSOLNDFMDPL�X×\WNRZ\PL������URNX�VÃ�/LVWRQLF�L�-DN'RMDGH�SO��1D�LFK�SU]\NÊDGDFK�PDUNHWHU]\�

SRZLQQL�VLÇ�XF]\Å��MDN�ZD×QD�MHVW�ZDUWRÐÅ�X×\WNRZD�DSOLNDFML�PRELOQ\FK���:�/LVWRQLF�QD�OLVWDFK�]DNXSµZ�]DSLV\ZDQ\FK�MHVW�MX×�SRQDG�PLOLRQ�SURGXNWµZ�

PLHVLÇF]QLH��=DUHMHVWURZDQ\FK�X×\WNRZQLNµZ�MHVW�SRQDG�����W\VLÇF\��]�F]HJR����W\VLÇF\�X×\ZD�MHM�UHJXODUQLH��1D�ZV]\VWNLH�V\VWHP\�RSHUDF\MQH�

DSOLNDFMD�WD�]RVWDÊD�SREUDQD�ÊÃF]QLH�����W\VLÇF\�UD]\���=�NROHL�-DN'RMDGH�SO�Z�JUXGQLX�RSXEOLNRZDÊR�ZHUVMÇ�DSOLNDFML�QD�:LQGRZV�3KRQH�

NWµUD�Z�PLHVLÃF�SR�SUHPLHU]H�X]\VNDÊD����W\VLÇF\�SREUDÌ��ÉÃF]QLH�DSOLNDFMÇ�QD�ZV]\VWNLH�V\VWHP\�RSHUDF\MQH�SREUDQR�����W\VLÇF\�UD]\

]�F]HJR�RNRÊR����SURF��WR�DNW\ZQL�X×\WNRZQLF\��

3RSXODUQRÐÅ�/LVWRQLF�L�-DN'RMDGH�SO�ELHU]H�VLÇ�]�LFK�IDNW\F]QHM�SU]\GDWQRÐFL�Z�×\FLX�FRG]LHQQ\P��3HÊQLÃ�RQH�

QLH�W\OH�UROÇ�QDU]ÇG]L��FR�RVRELVW\FK�GRUDGFµZ�X×\WNRZQLND��7R�RQH�SUH]HQWXMÃ�QDP�JRWRZH�L�OHSV]H�

UR]ZLÃ]DQLD�QL×�VDPL�MHVWHÐP\�Z�VWDQLH�Z\P\ÐOHÅ�Z�SRGREQ\P�F]DVLH��'RGDWNRZR�VXNFHV�W\FK�DSOLNDFML�

Z\QLND�]�LFK�VWRSQLRZHJR�ZFKRG]HQLD�QD�NROHMQH�SODWIRUP\��FR�SR]ZROLÊR�QD�XQLNQLÇFLH�UµZQROHJÊHJR�

ZSURZDG]DQLD�SRF]ÃWNRZ\FK�SRSUDZHN�Z\QLNDMÃF\FK�]�QLHGRMU]DÊHJR�MHV]F]H�SURGXNWX���3RGVWDZRZ\P�

EÊÇGHP�PDUNHWHUµZ�MHVW�WZRU]HQLH�QLHIXQNFMRQDOQ\FK�OXE�SU]HÊDGRZDQ\FK�QLHSRWU]HEQ\PL�IXQNFMDPL�

DSOLNDFML��FR�F]ÇVWR�Z\QLND�]�PDÊHJR�GRÐZLDGF]HQLD�Z�NRU]\VWDQLX�]�XU]ÃG]HÌ�PRELOQ\FK��$E\�DSOLNDFMD�

VSHÊQLDÊD�VZRMH�]DGDQLH�PDUNHWLQJRZH�QDOH×\�Z�SURFHVLH�SURMHNWRZDQLD�NÊDÐÅ�QDMZLÇNV]\�QDFLVN�QD�MHM�

SU]\GDWQRÐÅ��FR�EH]SRÐUHGQLR�SU]HNÊDGD�VLÇ�SµÕQLHM�QD�SRVWU]HJDQLH�PDUNL�RUD]�F]ÇVW\�]�QLÃ�NRQWDNW�

Tomasz Muter&]ÊRQHN�=DU]ÃGX�'URLGV�2Q�5RLGV

=REDF]�ĆOP��$SOLNDFMD�PLHVLÃFD�Z�0DUNHWSODFH��

-DNGRMDGH�SO�

http://youtu.be/N3tuLA5TDgA

Page 22: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Pierwsze spo!ywcze m-commerce w Polsce:�OLVWRSDG]LH�]HV]ÊHJR�URNX�Z\VWDUWRZDÊ\�QLH]DOH×QLH�GZD�SURMHNW\��SR]ZDODMÃFH�GRNRQ\ZDÅ�]DNXSµZ�VSR×\ZF]\FK�]�SR]LRPX�VPDUWIRQµZ�

3LHUZV]\�]�QLFK�WR�SURMHNW�EDGDZF]\��QLH�NRPHUF\MQ\��ì0RELOQ\�NRQVXPHQWë��NWµU\�XPR×OLZLDÊ�]DNXS\�Z�VNOHSLH�LQWHUQHWRZ\P�3LRWUD�L�3DZÊD��

Z\NRU]\VWXMÃF�45�NRG\�L�DSOLNDFMÇ�PRELOQÃ�5RFN3D\��D�PLDÊ�PLHMVFH�Z�3R]QDQLX�Z�RNUHVLH�RG���GR����OLVWRSDGD�������:�W\P�F]DVLH�ÊÃF]QLH�5RFNSD\�

SREUDQR�����UD]\��D�OLF]ED�VNDQRZDÌ�NRGµZ�45�QD����ORNDOL]DFMDFK�Z\QLRVÊD������3URMHNW�EÇG]LH�NRQW\QXRZDQ\�Z�NROHMQ\FK�PLDVWDFK�3ROVNL�

'UXJLP�SURMHNWHP�MHVW�DSOLNDFMD�PRELOQD�=DPµZ�=DNXS\��SU]\JRWRZDQD�SU]H]�/LVWRQLF��=DPµZ�=DNXS\�MHVW�MHG\QÃ�DSOLNDFMÃ�SR]ZDODMÃFÃ�URELÅ�]DNXS\�

VSR×\ZF]H�)0&*�]�RIHUW\�ZLHOX�VNOHSµZ��MHG\QÃ�UHDOQÃ�NRQNXUHQFMÃ�MHVW�]DPDZLDQLH�]DNXSµZ�SU]H]�VWURQÇ�LQWHUQHWRZÃ���:�SLHUZV]\�PLHVLÃF�SR�

SXEOLNDFML�]RVWDÊD�SREUDQD���W\VLÇF\�UD]\�QD�GZµFK�SODWIRUPDFK��SU]HZDJD�L26�QDG�$QGURLG���2�OLF]ELH�DNW\ZQ\FK�X×\WNRZQLNµZ�WZµUF\�QD�UD]LH�QLH�

FKFÃ�PµZLÅ�RĆFMDOQLH��2ED�SURMHNW\�ZDUWR�REVHUZRZDÅ��RED�PDMÃ�SRWHQFMDÊ�QD�EDUG]R�GX×\�]DVLÇJ�

=DPµZ�=DNXS\�RG�/LVWRQLFD�MHVW�Z�PRLP�RGF]XFLX�QDMDPELWQLHMV]\P�SROVNLP�SURMHNWHP�PRELOHRZ\P������

URNX��0R×OLZRÐÅ�]DPDZLDQLD�]DNXSµZ�]�NLONX�Uµ×Q\FK�VNOHSµZ�VSR×\ZF]\FK�RQOLQH�SU]H]�MHGQÃ�]XQLĆNRZDQÃ�

DSOLNDFM�WR��NLOOHU�IHDWXUH��VPDUWIRQD�MDNR�WDNLHJR�

Marcin ZarembaHead of Business LoveMobile

=REDF]�ĆOP��0RELOQ\�NRQVXPHQW�

http://youtu.be/oyVjVeWUroU

Page 23: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Google Play umo!liwi"o sprzeda! aplikacjimobilnych w Polsce

2G�NZLHWQLD������URNX�SROVF\�GHYHORSHU]\�PRJÃ�XPLHV]F]DÅ�SÊDWQH�DSOLNDFMH�Z�PDUNHFLH�*RRJOH�3OD\��D�Z�EH]SÊDWQ\FK�RIHURZDÅ�SÊDWQRÐFL�ZHZQÃWU]�

DSOLNDFML��:F]HÐQLHM�SROVF\�GHYHORSHU]\�PRJOL�SXEOLNRZDÅ�MHG\QLH�GDUPRZH�SURGXNFMH��1LH�E\ÊR�UµZQLH×�ZVSDUFLD�GOD�ORNDOQ\FK�SÊDWQRÐFL�

7HQ�IDNW�SRND]XMH��×H�3ROVND�MHVW�OLF]ÃF\P�VLÇ�NUDMHP�QD�PDSLH�$QGURLGD�

Wojciech Szwajkiewicz3UH]HV�=DU]ÃGX�'URLGV�2Q�5RLGV

TR�QDMZD×QLHMV]D�ZLDGRPRÐÅ�WHJR�URNX�GOD�WZµUFµZ�NRPHUF\MQ\FK�DSOLNDFML�PRELOQ\FK�

Z�3ROVFH��'R�WHM�SRU\�GHYHORSHU]\�]PXV]DQL�E\OL�GR�RPLMDQLD�WHM�EDULHU\�SRSU]H]�QS��

]DNÊDGDQLH�G]LDÊDOQRÐFL�JRVSRGDUF]HM�SR]D�JUDQLFDPL�NUDMX��7HUD]�SROVF\�WZµUF\�

DSOLNDFML�PDMÃ�UµZQH�V]DQVH�]�WZµUFDPL�]�LQQ\FK�NUDMµZ��PRJÃ�NRU]\VWDÅ�]�SHÊQHM�JDP\�

SÊDWQRÐFL�RG�]DNXSµZ�MHGQRUD]RZ\FK�SR�VXEVNU\SFMH�F]\�LQ�DSS�SD\PHQW��8ZROQLRQ\�

]RVWDÊ�W\P�VDP\P�RJURPQ\�SRWHQFMDÊ�SROVNLHJR�*DPHGHYX��NWµU\�SRZROL�]GRE\ZD�

SRSXODUQRÐÅ�Z�(XURSLH�L�QD�ÐZLHFLH�

Page 24: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Pojawienie si# rich media w reklamie mobilnejRLFK�PHGLD�WR�QRZ\�IRUPDW��NWµU\�]RVWDÊ�ZSURZDG]RQ\�Z������URNX�GR�RIHUW\�SROVNLFK�VLHFL�UHNODP\�PRELOQHM��3ODQV]H�UHNODPRZH�PR×QD�Z\SRVD×\Å�Z�PDWHULDÊ\�GÕZLÇNRZH��YLGHR��JDOHULH�

]GMÇÅ��PR×OLZRÐÅ�SRELHUDQLD�SOLNµZ��7DNLH�IXQNFMH�F]\QLÃ�WHQ�IRUPDW�DOWHUQDW\ZÃ�GOD�ODQGLQJ�SDJH\�Z�NDPSDQLDFK�QRZ\FK�SURGXNWµZ��D�W\P�VDP\P�SR]ZDODMÃ�RV]F]ÇG]LÅ�SLHQLÃG]H�

'ODWHJR�ULFK�PHGLD�WDN�V]\ENR�]\VNDÊ\�QD�SRSXODUQRÐFL�

RRN�������SU]\QLµVÊ�QDP�SRQDG�GZD�UD]\�ZLÇFHM�SU]\�

FKRGµZ�]�PRELOH�Z�VWRVXQNX�GR�SRSU]HGQLHJR�URNX��

8URÐOLÐP\�UµZQLH×�SRG�Z]JOÇGHP�LQYHQWRU\��QD�REHFQÃ�

FKZLOÇ�PDP\�SRQDG����POQ�RGVÊRQ�PRELOQ\FK�

PLHVLÇF]QLH��3DWU]ÃF�QD������URN��WR�SRQDG�WU]\NURWQ\�

Z]URVW�

$�ULFK�PHGLD�IDNW\F]QLH�VWDÊ\�VLÇ�QDMSRSXODUQLHMV]\PL

L�QDMEDUG]LHM�SR×ÃGDQ\PL�SU]H]�UHNODPRGDZFµZ�

IRUPDWDPL��6Ã�ÐZLHWQ\PL�QDU]ÇG]LHP�Z�NDPSDQLDFK�

ZL]HUXQNRZ\FK��SRQLHZD×�GRVNRQDOH�SU]\NXZDMÃ�XZDJÇ

L�DQJD×XMÃ�RGELRUFÇ�Z�SU]HND]�UHNODPRZ\�

Ewa Zieli#skaManager ds. rozwoju produktu

w sieci reklamy mobilnej HandyNet

:������URNX�Z�UHDOL]RZDQ\FK�SU]H]�QDV�NDPSDQLDFK�

PRELOQ\FK�SU\P�ZLRGÊ\�VHNWRU�ĆQDQVRZ\��PRWRU\]DF\MQ\��

WHOHNRP\�RUD]�å�FR�FLHNDZH�å�NDQDÊ\�WHOHZL]\MQH��EOLVNR�

���SURF��ZV]\VWNLFK�]UHDOL]RZDQ\FK�SU]H]�$G7RWDO

NDPSDQLL�QDOH×DÊR�GR�W\FK�EUDQ×���,�FKRÅ�Z������URNX�

]DQRWRZDOLÐP\�RNRÊR�����SURF��Z]URVW�SU]\FKRGµZ

]�PRELOHèD�QD�:3�3/��FR�]GHF\GRZDQLH�SU]HNURF]\ÊR�

QDV]H�]DÊR×HQLD��QLHXVWDMÃFR�MHVWHP�]GDQLD��×H�QDMOHSV]H�

GRSLHUR�SU]HG�QDPL�

Agnieszka Ferenc.LHURZQLN�=HVSRÊX�5R]ZRMX�3URGXNWX�5HNODPRZHJR

AdTotal, Wirtualna Polska

Page 25: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

1D�V]F]HJµOQÃ�XZDJÇ�]DVÊXJXMH�PLÇG]\�LQQ\PL�XUXFKRPLHQLH�

SU]H]�NROHMQH�EDQNL�GÊXJR�Z\F]HNLZDQHM�SU]H]�NOLHQWµZ�DSOLNDFML�

GOD�SODWIRUP\�:LQGRZV�3KRQH��F]\�ZGUR×HQLH�]DDZDQVRZDQ\FK�

IXQNFMRQDOQRÐFL�WUDQVDNF\MQ\FK�L�LQIRUPDF\MQ\FK��QS��PRGXÊ�

LQIRUPDFML�JLHÊGRZ\FK�Z�%DQNX�3HNDR���3RSXODU\]DFMD�NDQDÊX�

PRELOQHJR�Z�PLQLRQ\P�URNX�RUD]�SRMDZLHQLH�VL�QRZ\FK�

NRQNXUHQWµZ�VSUDZLÊR��×H�SUDZG]LZD�UHZROXFMD�GRSLHUR�SU]HG�

QDPL��/LGHU]\�U\QNX�V]\NXM�ERZLHP�V]HUHJ�LQQRZDFML��Z�W\P�QD�

VNDOÇ�ÐZLDWRZÃ�

Ma!gorzata Rz$dMobile Finance Product Manager eLeader

Rozwój bankowo$ci mobilnej w Polsce%UDQ×D��NWµUD�E\ÊD�najbardziej aktywna�Z�SURGXNFML�UR]ZLÃ]DÌ�PRELOQ\FK�Z�URNX������WR�EDQNL��:�]HV]Ê\P�URNX�SRMDZLÊR�VLÇ�SRQDG����QRZ\FK�DSOLNDFML�PRELOQ\FK��

SR]ZDODMÃF\FK�]DU]ÃG]DÅ�NRQWHP�RVRELVW\P�]�SR]LRPX�WHOHIRQX�NRPµUNRZHJR��EDQNL��NWµUH�ZF]HÐQLHM�QLH�SRVLDGDÊ\�UR]ZLÃ]DÌ�PRELOQ\FK�SXEOLNRZDÊ\�Z�PDUNHWDFK�QRZH�

DSOLNDFMH��D�WH��NWµUH�PLDÊ\�MX×�DSOLNDFMÇ�QD�MHGHQ�F]\�GZD�V\VWHP\�RSHUDF\MQH��UR]V]HU]DÊ\�LFK�GRVWÇSQRÐÅ�QD�NROHMQH���3RZVWDÊR�WDN×H�ZLHOH�DSOLNDFML�VSHFMDOLVW\F]Q\FK��

SR]ZDODMÃF\FK�NRU]\VWDÅ�]�LQQ\FK�SURGXNWµZ�EDQNRZ\FK��QS��IXQGXV]\�LQZHVW\F\MQ\FK��F]\�EDQNRZRÐFL�NRUSRUDF\MQHM��D�QDZHW�JLHU�HGXNDF\MQ\FK�

%DQNL�MDNR�LQVW\WXFMH�]DXIDQLD�SXEOLF]QHJR�WRUXMÃ�GURJÇ�Z�NDQDÊDFK�PRELOH�LQQ\P�EUDQ×RP�

Page 26: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

"Smartfonizacja" Polaków 2012RR]G]LDÊ�WHQ�SU]HGVWDZLD�RGSRZLHG]L�QD�QDMZD×QLHMV]H��SRGVWDZRZH�

S\WDQLD�R�SR]LRP�PRELOQRÐFL�SROVNLHJR�VSRÊHF]HÌVWZD��2GSRZLHG]L�WH�

]RVWDÊ\�RSUDFRZDQH�QD�ED]LH�Z\QLNµZ�EDGDÌ�TNS Polska��NWµUD�MHVW�

partnerem merytorycznym� QLQLHMV]HM� SXEOLNDFML�� 6DPD� ERU\NDP� VL������

]�SUREOHPHP�GRFLHUDQLD�GR�MHGQR]QDF]Q\FK�L�NRPSOHNVRZ\FK�GDQ\FK�

FKDUDNWHU\]XMÃF\FK� SROVNL� U\QHN� PRELOH�� D� Z� PRMHM� RFHQLH� ĆUPD� WD�

GRVWDUF]D�Z\MÃWNRZR�U]HWHOQH�L�ZLDU\JRGQH�RSUDFRZDQLD�

BDGDQLH�� NWµUHJR� Z\QLNL� WXWDM� SUH]HQWXMÇ�� ]UHDOL]RZDQR� WHFKQLNÃ�

EH]SRÐUHGQLFK� Z\ZLDGµZ� �&$3,�� QD� UHSUH]HQWDW\ZQHM� SUµELH� �����

3RODNµZ� Z� ZLHNX� ��� å� ��� ODW�� 6]F]HJµÊRZ\� RSLV� JUXS\� UHVSRQGHQWµZ�

SRGDQ\�MHVW�Z�VWRSNDFK�NROHMQ\FK�VWURQ�

Page 27: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

S\WXDFMD�QD�U\QNX�PRELOH�SU]\SRPLQD�QLHFR�UHZROXFMÇ�LQWHUQHWRZÃ�]�NRÌFD�ODW����W\FK��

JG\�]DSDWU]HQL�Z�JZDÊWRZQ\�UR]ZµM�WHM�QRZHM�WHFKQRORJLL�VQXOLÐP\�ZL]MH�R�MHM�

GRPLQXMÃFHM�UROL�Z�EL]QHVLH��:µZF]DV�UHZROXFMD�]DPLHQLÊD�VLÇ�Z�EDÌNÇ��D�EDÌND�SÇNÊDð�

']LÐ�ZV]\VF\�MHVWHÐP\�ERJDWVL�R�WDPWH�GRÐZLDGF]HQLD��:LHP\��×H�PÃGUH�VWUDWHJLH�

PRELOQH�PRJÃ�SRZVWDÅ�W\ONR�Z�RSDUFLX�R�U]HWHOQÃ�ZLHG]Ç�R�U\QNX�L�JÊÇERNLH

]UR]XPLHQLH�PRW\ZµZ�L�]DFKRZDÌ�NRQVXPHQWD��'ODWHJR�ZÊDÐQLH�Z�716�3ROVND

UR]ZLMDP\�SRUWIHO�EDGDZF]\FK�UR]ZLÃ]DÌ�PRELOQ\FK�L�]�SU]\MHPQRÐFLÃ�SRGMÇOLÐP\�

ZVSµÊSUDFÇ�SU]\�W\P�UDSRUFLH�

Mateusz GalicaClient Service Director, TNS Polska

Page 28: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków posiada smartfony?:�EDGDQLX�0RELOH�/LIH�XZ]JOÇGQLRQH�VÃ�GZLH�GHĆQLFMH�WHOHIRQX�W\SX�

VPDUWIRQ�� 3LHUZV]D� ]� QLFK� RSDUWD� MHVW� R� VXELHNW\ZQ� GHNODUDFM�

UHVSRQGHQWD��F]\�SRVLDGD�WDNLH�XU]ÃG]HQLH��'UXJD�RSUDFRZDQD�MHVW�QD�

SRGVWDZLH� NU\WHULµZ� RSDUW\FK� R� SDUDPHWU\� WHFKQLF]QH� WHOHIRQX��

3U]\MPXMÃF�� ×H� VPDUWIRQHP� QD]\ZDP\� WHOHIRQ�� NWµU\� SRVLDGD�

GRW\NRZ\�HNUDQ� L�OXE�NODZLDWXU�4:(57<�� V\VWHP�RSHUDF\MQ\�RUD]�

PR×OLZRÐÅ� LQVWDORZDQLD� DSOLNDFML�� SHQHWUDFMD� VPDUWIRQµZ� Z\QRVL�

obecnie 25 proc.

7DN� GX×D� Uµ×QLFD� PLÇG]\� SHQHWUDFMÃ� PLHU]RQÃ� Z� RSDUFLX�������������������������������������

R� VXELHNW\ZQÃ�GHNODUDFMÇ� ���SURF��� D� SU]\MÇFLHP�NU\WHULµZ�RSDUW\FK���������

R� � SDUDPHWU\� WHFKQLF]QH� ���� SURF��� ZVND]XMH� QD�QLHZLHONÃ� ÐZLDGR��

PRÐÅ�3RODNµZ��F]\P�Z�RJµOH�MHVW�VPDUWIRQ�

S]F]HJµOQLH� GX×D� G\VSURSRUFMD� Z\VWÇSXMH� Z� JUXSLH� X×\WNRZQLNµZ�

QDMPÊRGV]\FK� ������� ODW�� å� ��� SURF�� UHVSRQGHQWµZ� Z� WHM� JUXSLH�

GHNODURZDÊR�SRVLDGDQLH�VPDUWIRQD�ZREHF����SURF��IDNW\F]QHJR�SR]LRPX�

LFK�SRVLDGDQLD��-HGQRF]HÐQLH�MHVW�WR�JUXSD�QDMF]ÇÐFLHM�]PLHQLDMÃFD�PRGHO�

WHOHIRQX��%LRUÃF�SRG�XZDJÇ��×H�WUXGQR�R�WHM�JUXSLH�ZLHNRZHM�P\ÐOHÅ�MDNR�����

R�ìQLHÐZLDGRP\FK�X×\WNRZQLNDFK�QRZ\FK�WHFKQRORJLLë�WR�ZDUWR�UµZQLH×�

]DVWDQRZLÅ�VLÇ�QDG�KLSRWH]Ã��×H�Z�WHM�NDWHJRULL�ZLHNRZHM�SRVLDGDQLH�WHOH�

IRQX�W\SX�VPDUWIRQ�MHVW�WDN�QDWXUDOQH��×H�VWDMH�VLÇ�UµZQR]QDF]QH�]�SRVLD�

GDQLHP�WHOHIRQX�

Page 29: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

3RGVWDZD��3HQHWUDFMD��ZV]\VF\�UHVSRQGHQFL��*OREDOQLH�������_�(XURSD�������_�3ROVND�����_�0Ç×F]\ÕQL�����_�.RELHW\�����_����������_�����������_�����������_����������_����������&\NO�×\FLD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�*OREDOQLH�������_�(XURSD�������_�3ROVND�����_�0Ç×F]\ÕQL�����_�.RELHW\�����_����������_�����������_�����������_����������_���������

Ilu Polaków posiada smartfony?

Globalnie Europa Polska M!"czy#ni Kobiety 16-21 22-30 31-40 41-50 51-60

42 mc

48 mc

36 mc 35 mc37 mc

28 mc 30 mc

39 mc

44 mc

39 mc

30% 31%

9% 11%8%

13% 13%8%

12%

1%

25%28%

23%

40%

30% 24%28%

14%

Penetracja smartfonów w 2012 ( deklarowana )

Penetracja smartfonów w 2012 (okre$lona na podstawie parametrów technicznych i modelu)

Cykl "ycia urz%dzenia mobilnego ($rednia, miesi%ce)

Page 30: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków pobiera aplikacje mobilne?

U!ytkowanie aplikacji mobilnych (%) Sk"d pobiera aplikacje (%)

��� SURF�� ZÊDÐFLFLHOL� VPDUWIRQµZ� NRU]\VWD� ]� DSOLNDFML� PRELOQ\FK����������������������

D�NROHMQH����SURF��GHNODUXMH��×H�MHVW�W\P�]DLQWHUHVRZDQ\FK�Z�QLHGDOHNLHM�

SU]\V]ÊRÐFL�

U×\WNRZQLF\� VPDUWIRQµZ� F]ÇÐFLHM� SRELHUDMÃ� DSOLNDFMH� ]H� VNOHSµZ�

GHG\NRZDQ\FK�GOD�LFK�XU]ÃG]HÌ��QS��$SSOH�$SS�6WRUH��*RRJOH�3OD\��OXE�

SURZDG]RQ\FK� SU]H]� LFK� RSHUDWRUµZ� *60�� QDWRPLDVW� Z� RJµOH� QLH�

X×\ZDMÃ�ZLDGRPRÐFL�WHNVWRZ\FK�]�OLQNDPL�GR�DSOLNDFML�

3RGVWDZD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����_�8×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����2VRE\�NRU]\VWDMÃFH�]H�DSOLNDFML�QD�VZRLFK�WHOHIRQDFK�SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�WHFKQLF]QD����

36

6

2526

17

28

=H�VNOHSX�]�DSOLNDFMDPL��QS��$SSOH�$SS�6WRUH��

$QGURLG�0DUNHW��%ODFN%HUU\�$SS�6WRUH��

1RNLD�2YL�

=�LQWHUQHWRZHJR�VNOHSX�SURZDG]RQHJR�

SU]H]�PRMHJR�RSHUDWRUD�NRPµUNRZHJR�

=�LQQHJR�WHOHIRQX�NRPµUNRZHJR��QS�SRSU]H]�

WUDQVIHU�SOLNµZ�SU]\�X×\FLX�%OXHWRRWK�

2G�LQQ\FK�GRVWDZFµZ�DSOLNDFML��QS�]�

,QWHUQHWX�

=�NRPSXWHUD

=�ZLDGRPRÐFL�WHNVWRZHM���606

1LH�ZLHP���RGPRZD

2EHFQLH�X×\ZD�DSOLNDFML�PRELOQ\FK

&KFLDÊ�D�E\�X×\ZDÅ�Z�SU]\V]ÊRÐFL

DSOLNDFML�PRELOQ\FK

28

24

32

35

Ogó&em U"ytkownicysmartfonów

Page 31: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

3RGVWDZD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND����8×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�QLH�SRVLDGDMDF\�VPDUWIRQD�����_�8×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGDMDF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����

Ilu Polaków korzysta z QR kodów?KRG\� 45� VÃ� ZFLÃ×� U]DGNR� Z\NRU]\VW\ZDQH�� 8×\WNRZQLF\� VPDUW�

IRQµZ� NRU]\VWDMÃ� ]� QLFK� Z\UDÕQLH� F]ÇÐFLHM�� QL×� X×\WNRZQLF\� PQLHM�

]DDZDQVRZDQ\FK� DSDUDWµZ�� Z\ND]XMÃ� WH×� QLHFR� ZLÇNV]Ã� FKÇÅ�

Z\NRU]\VWDQLD�WHM�IXQNFMRQDOQRÐFL�Z�SU]\V]ÊRÐFL�

2EHFQH�Z\NRU]\VWDQLH�SR]RVWDMH� MHGQDN�QDZHW�Z� WHM�JUXSLH�na niskim

SR]LRPLH�� FR� PR×H� E\Å� ]ZLÃ]DQH� ]� QLVNÃ� ÐZLDGRPRÐFLÃ� PR×OLZ\FK�

]DVWRVRZDÌ��MDNLH�GDMÃ�45�NRG\��Barierami�VÃ�UµZQLH×�PR×OLZRÐFL�WHFK�

QLF]QH� WHOHIRQµZ� �]E\W� VÊDED� NDPHUD� OXE� MHM� EUDN�� EÃGÕ� EUDN� RGSR�

ZLHGQLHM�DSOLNDFML��QDZHW�Z�VPDUWIRQDFK�QLH�MHVW�RQD�]Z\NOH�LQVWDORZDQD�

GRP\ÐOQLH�SU]H]�SURGXFHQWD��

Kody QR (%)

2EHFQLH�X×\ZD�NRGµZ�45

&KFLDÊ�D�E\�X×\ZDÅ�Z�SU]\V]ÊRÐFL�NRGµZ�45

29

3

33

7

U"ytkownicy zwyk&ychtelefonów / feature

phone'ów

U"ytkownicysmartfonów

Page 32: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków robi zdj#cia przez telefon komórkowy?7HOHIRQ�QLH�VÊX×\�W\ONR�GR�NRPXQLNDFML��1DMZLÇNV]Ã�SRSXODUQRÐFLÃ�Z�NDWHJRULL�IXQNFMRQDOQRÐFL�UR]U\ZNRZ\FK�FLHV]Ã�VLÇ��URELHQLH�]GMÇÅ�L�VÊXFKDQLH�

muzyki.�$×����SURF��SRVLDGDF]\�VPDUWIRQµZ�Z\NRU]\VWXMH�WH�XU]ÃG]HQLD�GR�URELHQLD�]GMÇÅ�

Robienie zdj#$ (%)(smartfon vs. pozosta%e telefony)

Funkcjonalno&ci na telefonie komórkowym (%)(bez wzgl#du na rodzaj urz"dzenia)

2EHFQLH�X×\ZDQD�IXQNFMRQDOQRÐÅ

)XQNFMRQDOQRÐÅ��NWµUÃ�FKFLDÊ�D�E\�X×\ZDÅ

Z�SU]\V]ÊRÐFL

5RELHQLH�]GMÇÅ

6ÊXFKDQLH�PX]\NL

']ZRQNL�å�PRG\ĆNRZDQLH�ÐFLÃJDQLH��QDJU\ZDQLH�LWS�

*UDQLH�Z�JU\

1DJU\ZDQLH�ĆOPµZ

3U]HJOÃGDQLH�,QWHUQHWX

(G\FMD�]DU]ÃG]DQLH�]GMÇFLDPL�ĆOPDPL

6WUHDPLQJ�YLGHR��QS��QD�<RX7XEH�

&]\WDQLH�NVLÃ×HN�HOHNWURQLF]Q\F��PDJD]\QµZ�JD]HW

2JOÃGDQLH�SURJUDPµZ�79�QD�×\ZR

16

64

12

80

U"ytkownicy zwyk&ychtelefonów / feature

phone'ów

U"ytkownicysmartfonów

1569

2548

3033

2631

3230

3623

3421

3411

344

344

3RGVWDZD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND����3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�QLH�SRVLDGDMDF\�VPDUWIRQD�����_�3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGDMDF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����

Page 33: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków korzysta z mobilnych przegl"darek?U×\WNRZQLF\�VPDUWIRQµZ�EDUG]R�RSW\PLVW\F]QLH�SRGFKRG]Ã�GR�NRU]\VWDQLD�]H�VZRLFK�XU]ÃG]HÌ�Z�FHOX�ÊÃF]HQLD�VLÇ�]�,QWHUQHWHP�����SURF��UHVSRQGHQWµZ�UREL�WR�REHFQLH�

D�NROHMQH����SURF��]DPLHU]D�Z�SU]\V]ÊRÐFL��8×\WNRZQLF\�SURVWV]\FK�WHOHIRQµZ�F]\QLÃ�WR�Z�PQLHMV]RÐFL��W\ONR����SURF��ÊÃF]\�VLÇ�]�,QWHUQHWHP�]�SR]LRPX�WHOHIRQX��

3RQDGWR��SRVLDGDF]H�VPDUWIRQµZ�Z\ND]XMÃ�VLÇ�F]ÇVWV]\P�NRU]\VWDQLHP�]�WHM�IXQNFMRQDOQRÐFL�VZRMHJR�WHOHIRQX�

Surfowanie po Internecie za pomoc"telefonu / smartfona (%)

Cz#sto&$ odwiedzania Internetu (%)

2EHFQLH�X×\ZD�XU]ÃG]HQLD�GR�VXUIRZDQLD

&KFLDÊ�D�E\�X×\ZDÅ�Z�SU]\V]ÊRÐFL

GR�VXUIRZDQLD

37

15

32

41

U"ytkownicy zwyk&ychtelefonów / feature

phone'ów

U"ytkownicysmartfonów

3RGVWDZD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����_�3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK���QLH�SRVLDGDMÃF\�VPDUWIRQD�����_���SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����_�2VRE\�NRU]\VWDMÃFH�]�SU]HJOÃGDUHN�LQWHUQHWRZ\FK�QD�VZRLFK�WHOHIRQDFK�_�RJµÊHP�Z�3ROVFH�����_���QLH�SRVLDGDMÃF\�VPDUWIRQD����_���SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�WHFKQLF]QD����

13

2129

37

U"ytkownicy zwyk&ych telefonów / feature phone'ówU"ytkownicy smartfonów

22

29 31

18

Kilka razydziennie

Raz dziennie Przynajmniejraz w tygodniu

Rzadziej ni" razw tygodniu

Page 34: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków korzysta z bankowo&ci mobilnej?KRU]\VWDQLH�]�XVÊXJ�EDQNRZRÐFL�PRELOQHM�PD�Z�3ROVFH�ZFLÃ×�PDUJLQDOQH�]QDF]HQLH�Z�SRUµZQDQLX�GR�WUDG\F\MQ\FK�NDQDʵZ�NRQWDNWX�]�EDQNLHP��

%DQNRZRÐÅ�PRELOQD�FKDUDNWHU\]XMH�VLÇ�MHGQDN�GX×\P�SRWHQFMDÊHP�Z]URVWX��6%�ZÊDÐFLFLHOL�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGD�GHG\NRZDQÃ�DSOLNDFMÇ�

EDQNRZ��D�NROHMQH�����Z\ND]XMH�]DLQWHUHVRZDQLH�QL�

Potencja% bankowo&ci mobilnej (%) Aplikacje zwi"zane z us%ugamibankowymi i p%atno&ciami on-line (%)

11

6

2EHFQLH�X×\ZD�DSOLNDFML

&KFLDÊ�D�E\�X×\ZDÅ�DSOLNDFML

Z�SU]\V]ÊRÐFL

Bankowo&$ mobilna

P%atno&ci mobilne

Obecne u!ywana funkcjonalno&$ Zainteresowanie u!ywaniemBrak zainteresowania Nie wie

36 306 28

33 324 31

3RGVWDZD��.DQDÊ\�NRQWDNWX�]�EDQNLHP��ZV]\VF\�UHVSRQGHQFL���3ROVND����$SOLNDFMH�PRELOQH��SRWHQFMDÊ�EDQNRZÐFL�PRELOQHM��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����8×\WNRZQLF\�DSOLNDFML����

Page 35: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Ilu Polaków korzysta z bankowo&ci mobilnej?

Motywy si#gania po bankowo&$ mobiln" (%)

126

106

94

63

43

113

73

43

32

82

82

82

52

51

54

'RVWÇS�GR�UDFKXQNX�VSUDZG]DQLH�NRQWD�EDQNRZHJR�SU]H]�WHOHIRQ

:\V\ÊDQLH�SROHFHÌ�GR�EDQNX�]D�SRPRFÃ�606µZ

2WU]\P\ZDQLH�Z\SÊDW\

'RÊDGRZDQLD�GR�WHOHIRQX�NRPµUNRZHJR�QD�NDUWÇ��SUH�SDLG�

3RELHUDQLH�SLHQLÇG]\�]�NRQWD�Z�EDQNX�QD�WHOHIRQ�NRPµUNRZ\

6SÊDFDQLH�UDW�SR×\F]NL

3ÊDFHQLH�]D�ELOHW\�Z�ÐURGNDFK�WUDQVSRUWX�SXEOLF]QHJR

5RELHQLH�SU]HOHZµZ�SLHQLÇ×Q\FK�SRPLÇG]\�RVREDPL

2WU]\P\ZDQLH�ZSÊDW�]D�VZRMH�SURGXNW\�EÃGÕ�XVÊXJL

2WU]\P\ZDQLH�SLHQLÇG]\�RG�NRJRÐ�Z�LQQ\P�NUDMX

3ÊDFHQLH�]D�SURGXNW\�XVÊXJL�Z�VNOHSDFK�EDUDFK�UHVWDXUDFMDFK

3U]HOHZDQLH�SLHQLÇG]\�]�WHOHIRQX�QD�VZRMH�NRQWR�EDQNRZH

3ÊDFHQLH�UDFKXQNµZ�]D�ZRGÇ��SUÃG��UDW\�NUHG\WµZ��WHOHIRQ

3ÊDFHQLH�VNÊDGHN�XEH]SLHF]HQLRZ\FK

3ÊDFHQLH�F]\QV]X�NUHG\WX�KLSRWHF]QHJR�]D�PLHV]NDQLH�GRP

3RGVWDZD��.DQDÊ\�NRQWDNWX�]�EDQNLHP��ZV]\VF\�UHVSRQGHQFL���3ROVND����$SOLNDFMH�PRELOQH��SRWHQFMDÊ�EDQNRZÐFL�PRELOQHM��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����8×\WNRZQLF\�DSOLNDFML����

Page 36: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

8×\ZD�NLOND�UD]\�G]LHQQLH

8×\ZD�FRG]LHQQLH

8×\ZD�FR�W\G]LHÌ

8×\ZD�U]DG]LHM�QL×�UD]�QD�W\G]LHÌ

1LH�X×\ZD���QLH�PD�IXQNFML���QLH�ZLH

Obecne korzystaniez funkcjonalno&ci

Intencja korzystania w przysz%o&ci(w&ród osób nie korzystaj"cych)

SMS (%)

Czy Polacy wci"! wysy%aj" SMS-y?KRU]\VWDQLH�]�606�MHVW�EDUG]R�SRZV]HFKQH�EH]�Z]JOÇGX�QD�URG]DM�SRVLDGDQHJR�WHOHIRQX�NRPµUNRZHJR�

3RGVWDZD��3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�QLH�SRVLDGDMDF\�VPDUWIRQD�����_�3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGDMDF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����

=DLQWHUHVRZDQL

1LH]DLQWHUHVRZDQL

2 4

3 6

U!ytkownicy smartfonów

U!ytkownicy zwyk%ych telefonów / feature phone'ów

16 11

1115

51

6

7

1216

55

Page 37: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

3

6

65

4

80

90

2

Ilu Polaków korzysta z komunikatorów na telefonach?

Obecne korzystaniez funkcjonalno&ci

KOMUNIKATORY (%)

Intencja korzystania w przysz%o&ci(w&ród osób nie korzystaj"cych)

=DLQWHUHVRZDQL

1LH]DLQWHUHVRZDQL

27 39

26 35

U!ytkownicy smartfonów

U!ytkownicy zwyk%ychtelefonów / feature phone'ów

8×\ZD�NLOND�UD]\�G]LHQQLH

8×\ZD�FRG]LHQQLH

8×\ZD�FR�W\G]LHÌ

8×\ZD�U]DG]LHM�QL×�UD]�QD�W\G]LHÌ

1LH�X×\ZD���QLH�PD�IXQNFML���QLH�ZLH

3RGVWDZD��3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�QLH�SRVLDGDMDF\�VPDUWIRQD�����_�3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�SRVLDGDMDF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����

Z�NRPXQLNDWRUµZ�RQ�OLQH�NRU]\VWD�QD�VPDUWIRQDFK�QD�UD]LH�W\ONR����SURF��LFK�SRVLDGDF]\��DOH�NROHMQH����SURF��MHVW�QLPL�]DLQWHUHVRZDQ\FK�

Page 38: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Jak Polacy kupuj", wykorzystuj"c telefony komórkowe?:\NRU]\VW\ZDQLH�WHOHIRQX�NRPµUNRZHJR�Z�SURFHVLH�]DNXSRZ\P�MHV]F]H�QLH�MHVW�QDZ\NLHP�FRG]LHQQ\P��7\ONR�8 proc.�X×\WNRZQLNµZ�VPDUWIRQµZ�

SRPRJÊR�VRELH�Z�]DNXSDFK�Z�FLÃJX�RVWDWQLFK���PLHVLÇF\��NRU]\VWDMÃF�]H�VZRMHJR�XU]ÃG]HQLD��&L��NWµU]\�NRU]\VWDMÃ�]�WHOHIRQµZ�SRGF]DV�]DNXSµZ��

QDMF]ÇÐFLHM�Z\NRU]\VWXMÃ�MH�GR�V]XNDQLD�LQIRUPDFML�Z�,QWHUQHFLH�SRGF]DV�SU]HE\ZDQLD�Z�GRPX�����SURF��ZÊDÐFLFLHOL�VPDUWIRQµZ��

3RGVWDZD��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����_�3ROVF\�X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK���QLH�SRVLDGDMÃF\�VPDUWIRQD�����_���SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�QD�SRGVWDZLH�SDUDPHWUµZ�WHFKQLF]Q\FK�����2VRE\�Z\NRU]\VWXMÃFH�VZµM�WHOHIRQ�Z�FHOX�ZVSRPDJDQLD�SURFHVX�]DNXSRZHJR����RJµÊHP����_���QLH�SRVLDGDMÃF\�VPDUWIRQD�����_���SRVLDGDMÃF\�VPDUWIRQD��NODV\ĆNDFMD�WHFKQLF]QD������PDÊD�ED]D�

Zachowania zakupowe (%)

26

27

21

30

14

7

47

35

33

12

22

25

6]XNDQLH�LQIRUPDFML�Z�,QWHUQHFLH��NLHG\�MHVWHP�Z�GRPX

3RUµZQ\ZDQLH�FHQ

&]\WDQLH�QLH]DOH×Q\FK�RSLQLL�R�SURGXNWDFK

2WU]\P\ZDQLH�]H�VNOHSµZ�L�EOLVNR�SRÊR×RQ\FK�PLHMVF�LQIRUPDFML�R�QRZRÐFLDFK�L�Z\GDU]HQLDFK

6SUDZG]DQLH�QD�SRUWDODFK�VSRÊHF]QRÐFLRZ\FK�FR�LQQL�PµZLÃ�R�GDQ\P�SURGXNFLH

6]XNDQLH�LQIRUPDFML�Z�,QWHUQHFLH��NLHG\�MHVWHP�Z�VNOHSLH

8×\WNRZQLF\�]Z\NÊ\FK�WHOHIRQµZ���IHDWXUH�SKRQHµZ

8×\WNRZQLF\�VPDUWIRQµZ

Page 39: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Case studies 2012W� W\P�UR]G]LDOH�]HEUDÊDP�QDMFLHNDZV]H�UHDOL]DFMH�SRZVWDÊH�Z������

URNX��]D�Z\MÃWNLHP�MHGQHM��NWµUD�SRZVWDÊD�ZF]HÐQLHM��DOH�Z�URNX������

]RVWDÊD�SRGGDQD�]QDF]ÃFHPX�OLIWLQJRZL���NWµU\FK�DXWRU]\�]JRG]LOL�VLÇ�

XGRVWÇSQLÅ� LFK�Z\QLNL��'DQH�]DZDUWH�Z�RSLVDFK�UHDOL]DFML�SRFKRG]Ã�

RG� ĆUP�� NWµU]\� VÃ� LFK� Z\NRQDZFDPL�� D� DXWRU\]RZDQH� E\Ê\� SU]H]�

ZÊDÐFLFLHOL�SUDZ�PDMÃWNRZ\FK��1LHNWµUH�]�QLFK�QLJG]LH�ZF]HÐQLHM�QLH�

E\Ê\�SXEOLNRZDQH�

ZHEUDQH� SU]\NÊDG\� PDMÃ� QD� FHOX� SRND]DQLH� VNXWHF]QRÐFL� L�OXE�

LQQRZDF\MQRÐFL� G]LDÊDÌ� PDUNHWLQJX� PRELOQHJR�� SUDNW\NRZDQHJR�����������

Z�3ROVFH��

:DUWR� ]D]QDF]\Å�� ×H�QLH�PD� WX�ZV]\VWNLFK� UHDOL]DFML�� NWµUH� FKFLDÊDP�

SRND]DÅ� ]� ����� URNX�� MHGQDN� ZDUXQNLHP�� NWµU\� SRVWDZLÊDP� GOD�

]DPLHV]F]HQLD�RSLVX�SURMHNWX�E\ÊD�NRQLHF]QRÐÅ�XGRVWÇSQLHQLD�GDQ\FK�

OLF]ERZ\FK��SU]\QDMPQLHM�OLF]E\�SREUD�DSOLNDFML��

Page 40: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

"%ORQG\QND�QD�MÇ]\NDFK���ZZZ�LEORQG\QND�SO��WR�VHULD�NXUVµZ�MÇ]\NRZ\FK�

RSDUW\FK�QD�DXWRUVNLHM�PHWRG]LH�XF]HQLD��VWZRU]RQHM�L�UHDOL]RZDQHM�QD�FR�

G]LHÌ�SU]H]�]QDQÃ�SRGUµ×QLF]NÇ�L�G]LHQQLNDUNÇ��%HDWÇ�3DZOLNRZVNÃ��6XNFHV�

ZHUVML�NVLÃ×NRZHM��RNRÊR�����W\VLÇF\�VSU]HGDQ\FK�HJ]HPSODU]\��]DFKÇFLÊ�

WZµUFµZ�GR�VWZRU]HQLD�DSOLNDFML��NWµUD�MHVW�PRELOQÃ�ZHUVMÃ�NXUVX�QDXNL�MÇ]\ND�

DQJLHOVNLHJR�QD�L3KRQHD�L�L3DGD�

Projekt

ASOLNDFMD�SR]ZDOD�QD�QDXNÇ�MÇ]\NµZ�REF\FK�Z�WU\ELH�DXGLRERRND��:\VWDUF]\�

Z\EUD�OHNFM�L�]D�QDWLYH�VSHDNHUHP�SRZWDU]D�]ZURW\��7U\E�LQWHUDNW\ZQ\�

SR]ZDOD�GRGDWNRZR�QD�QDJU\ZDQLH�ZÊDVQ\FK�Z\SRZLHG]L��RGVÊXFKLZDQLH�LFK���

L�SRUµZQ\ZDQLH�]�OHNWRUHP��RFHQLDQLH�L�ÐOHG]HQLH�SRVWÇSµZ�Z�QDXFH��

:\EUDQH�VÊRZD�L�FDÊH�]ZURW\�PR×QD�GRGDÅ�GR�XOXELRQ\FK�L�NRU]\VWDÅ�]�QLFK�

SµÕQLHM�Z�RNUHÐORQHM�V\WXDFML��QS��Z�UHVWDXUDFML��VNOHSLH�F]\�ORWQLVNX�

$SOLNDFML�PR×QD�WH×�X×\ZDÅ�MDNR�VÊRZQLND�L�UR]PµZHN��:\VWDUF]\�ZSLVDÅ�

VÊRZR�å�Z�MÇ]\NX�SROVNLP�OXE�REF\P�å�GR�Z\V]XNLZDUNL��D�DSOLNDFMD�Z\ÐZLHWOL�

]ZURW\��Z�NWµU\FK�WR�VÊRZR�Z\VWÇSXMH�

=�DSOLNDFML�PR×H�NRU]\VWDÅ�NLOND�RVµE�å�]DSDPLÇWXMH�RQD�ERZLHP�SRV]F]HJµO-

Q\FK�X×\WNRZQLNµZ�L�LFK�SRVWÇS\��SU]\SRPLQD�NXUVDQWRP��×H�QDGV]HGÊ�F]DV�QD�

SRZWµUNÇ��SR�XSU]HGQLP�RNUHÐOHQLX�F]ÇVWRWOLZRÐFL�RGE\ZDQLD�OHNFML��RUD]�

]DFKÇFD�GR�U\ZDOL]DFML�Z\NRU]\VWXMÃF�UDQNLQJL�

Opis

ASOLNDFMD�PRELOQD��%ORQG\QND�QD�MÇ]\NDFK��$QJLHOVNL�%U\W\MVNL�

Klient G+J Polska

Wykonawca Optizen Labs

'RVWÇSQRÐÅ� � iOS

Data publikacji marzec 2012

4��W\VLÇF\�SREUDQ\FK�DSOLNDFML�SÊDWQ\FK�L�EH]SÊDWQ\FK��ÊÃF]QLH���]�F]HJR�����QD�

L3KRQH������QD�L3DG�

Liczba pobra!

Page 41: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ÏUHGQL�F]DV�NRU]\VWDQLD�]�DSOLNDFML�SRGF]DV�MHGQHM�VHVML�WR����PLQXW�Z�DSOLNDFML�

EH]SÊDWQHM��L����PLQXW�Z�DSOLNDFML�SÊDWQHM�

Pozosta"e statystyki

Moim zdaniem

ZDUD]�SR�RSXEOLNRZDQLX�DSOLNDFML�Z�$SS�6WRUH�Z�PDUFX�������%ORQG\QND�QD�

MÇ]\NDFK��X]\VNDÊD���PLHMVFH�ZÐUµG�QDMOHSLHM�VSU]HGDMÃF\FK�VLÇ�DSOLNDFML

Z�3ROVFH��:HUVMD�DQJLHOVND�DSOLNDFML�Z�FLÃJX�NLONX�PLHVLÇF\�RVLÃJQÇÊD�

UHQWRZQRÐÅ��FR�VNÊRQLÊR�Z\GDZFÇ�GR�SU]\JRWRZDQLD�MHVLHQLÃ������ZHUVML

]�NXUVHP�MÇ]\ND�KLV]SDÌVNLHJR�L�QLHPLHFNLHJR��:�OLVWRSDG]LH������SLHUZV]H�

WU]\�PLHMVFD�Z�NDWHJRULL�(GXNDFMD�QDOH×DÊ\�GR�NXUVµZ�MÇ]\NRZ\FK�*�-�

Efekty

7R�ZD×QD�UHDOL]DFMD�URNX��������MHGHQ�]�QLHOLF]Q\FK�

SU]\NÊDGµZ�WHJR�W\SX��NWµU\�SRND]XMH��MDN�DSOLNDFMD�

�EUDQGRZDQD��PR×H�QD�VLHELH�]DUDELDÅ�Z�PDUNHFLH���

8GRZDGQLD��×H�LQZHVW\FMD�Z�EXGRZÇ�DSOLNDFML�PRELOQHM�

PR×H�VLÇ�]ZUµFLÅ�MX×�SR�NLONX�W\JRGQLDFK��F]\���MDN�Z�W\P�

SU]\SDGNX���PLHVLÃFDFK��7R�QDXND�GOD�Z\GDZFµZ��MDN�

PÃGU]H�PRQHW\]RZDÅ�VZRMH�WUHÐFL�Z�$SS�6WRU]H�

Monika Mikowska

Page 42: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ASOLNDFMD�PRELOQD��3U]HSLV\�SO

Klient Unilever Polska, marka Knorr

Wykonawca We Like CAPS!

'RVWÇSQRÐÅ� � iOS, Android, Windows Phone, Nokia Symbian & S40, Samsung Bada i Smart TV

Data publikacji ZHUVMD�����Z�OLSFX�������1RZD��FDÊNRZLFLH�RGÐZLH×RQD�ZHUVMD�������ZU]HVLHÌ�����

-HGQD�]�QDMEDUG]LHM�UR]EXGRZDQ\FK�SROVNLFK�DSOLNDFML�NXOLQDUQ\FK��]DZLHUDMÃFD�

SRQDG������SU]HSLVµZ��$SOLNDFMD�UHDOL]XMH���JʵZQH�]DGDQLD��GRVWDUF]D�

X×\WNRZQLNRP�SU]HSLV\�NXOLQDUQH�SU]\JRWRZDQH�SU]H]�PDUNÇ�.QRUU�RUD]�

SRPDJD�Z�LFK�SU]\U]ÃG]HQLX��7DN�WH×�SRG]LHORQH�VÃ�MHM�IXQNFMRQDOQRÐFL��1D�

F]ÇÐÅ�SU]HSLVRZÃ�VNÊDGDMÃ�VLÇ��PHQX�W\JRGQLRZH�]�SURSR]\FMÃ�GDQLD�QD�ND×G\�

G]LHÌ��SU]HJOÃGDUND�SU]HSLVµZ�SR�NDWHJRULDFK��NVLÃ×ND�NXFKDUVND���XOXELRQH����

L�]DDZDQVRZDQD�Z\V]XNLZDUND��3URFHV�JRWRZDQLD�XÊDWZLDMÃ��HNUDQ�SU]HSLVX�

SRG]LHORQ\�QD�SRV]F]HJµOQH�NURNL���$V\VWHQW���F]\OL�PLQXWQLN��SU]HOLF]QLN�PLDU���

L�ZDJ��VÊRZQLF]HN�WHUPLQµZ�NXOLQDUQ\FK�RUD]�SRUDG\�6]HID�.XFKQL

L�Ö\ZLHQLRZFD��$SOLNDFMD�MHVW�NROHMQ\P�HOHPHQWHP�GLJLWDORZHJR�HNRV\VWHPX��

QD�NWµU\�VNÊDGDMÃ�VLÇ��SRUWDO�ZZZ�SU]HSLV\�SO��GRVWÇSQ\�UµZQLH×�Z�ZHUVML�

PRELOQHM���QDMZLÇNV]D�Z�3ROVFH�VSRÊHF]QRÐÅ�NXOLQDUQD��SRQDG�����W\V��IDQµZ��

]JURPDG]RQD�QD�IDQSDJHX�R�WHM�VDPHM�QD]ZLH�RUD]�NDQDÊ�<RX7XEH�DJUHJXMÃF\�

SU]HSLV\�YLGHR�

Opis

3RQDG�����W\VLÇF\�ÊÃF]QLH�QD�ZV]\VWNLFK�26��GDQH�QD�VW\F]HÌ�������

Liczba pobra!

3U]\�XUXFKRPLHQLX�SLHUZV]HM�RGVÊRQ\�DSOLNDFML�JʵZQ\P�]DÊR×HQLHP�E\ÊR�

VSUDZG]HQLH��Z�MDNL�VSRVµE�JUXSD�GRFHORZD�Z\NRU]\VWXMH�WDNLH�QDU]ÇG]LH�b

3U]HSLV\�SObZ�ZHUVML�����SR]ZROLÊ\�]HEUDÅ�IHHGEDFN�RG�X×\WNRZQLNµZ��

VSUDZG]LÅ�FR�L�MDN�G]LDÊD�L�Z�RSDUFLX�R�WH�GDQH�GRSUDFRZDÅ�X×\WHF]QRÐÅ�

DSOLNDFML��3RQDGWR��SRSU]HGQLD�ZHUVMD�DSOLNDFML�E\ÊD�XQLZHUVDOQD�L�MHGQROLWD�GOD�

ZV]\VWNLFK�V\VWHPµZ�b3U]\�ZHUVML������SRVWDZLRQR�QD�SURMHNW\�QDW\ZQH�

UµZQLH×�SRG�Z]JOÇGHP�ZL]XDOQ\P��3U]HSLV\�SObQD�ND×GHM�]�SODWIRUP�Z\JOÃGDMÃ�

LQDF]HM�bDOH�VÃ�VSµMQH�]bZ\W\F]Q\PL�GDQHM�SODWIRUP\�L�G]LÇNL�WHPX�EDUG]LHM�

SU]\MD]QH�GOD�X×\WNRZQLND��&HOH�GOD�ZHUVML�����E\Ê\�SROLF]DOQH��RVLÃJQLÇFLH�����

W\VLÇF\�SREUDÌ�L�SRGQLHVLHQLH�ÐUHGQLFK�RFHQ�DSOLNDFML�GR�SR]LRPX��������2ED�

RVLÃJQLÇWH�]�QDGZ\×NÃ�

Cele

Page 43: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

7Ç�UHDOL]DFMÇ�VWDZLDP�]D�Z]µU�G]LDÊDÌ�FRQWHQW�PDUNHWLQJRZ\FK�Z�NDQDÊDFK�

PRELOQ\FK��3U]HSLV\�SObWR�MHG\QD�WDN�UR]EXGRZDQD�GDUPRZD�DSOLNDFMD�NXOL-

QDUQD�GRVWÇSQD�QD�SROVNLP�U\QNX��:\JU\ZD�]�QLHEUDQGRZDQ\PL�DSOLNDFMDPL�

NXOLQDUQ\PL��NWµU\FK�Z�PDUNHWDFK�]�DSOLNDFMDPL�MHVW�PQµVWZR��D�NRQNXURZDÅ

]�QLÃ�PRJÃ�MHG\QLH�SÊDWQH��]DJUDQLF]QH�ZGUR×HQLD��3OXVHP�MHVW�UµZQLH×

LQWHJUDFMD�]�/LVWRQLF��G]LÇNL�NWµUHM�ZV]\VWNLH�VNÊDGQLNL�GDÌ�Z�SU]HSLVDFK

PRJ�E\�Z\HNVSRUWRZDQH�QD�OLVW�]DNXSRZ�

Monika Mikowska

Page 44: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

*UD�SODWIRUPRZD�R�FKDUDNWHU]H�ORJLF]QR�]UÇF]QRÐFLRZ\P��6HUFH�L�5R]XP�

SRGUµ×XMÃ�SU]H]�3ROVNÇ��DE\�XF]HVWQLF]\Å�Z�PLVWU]RVWZDFK�SLÊNL�QR×QHM��*UDF]�

Z\ELHUD�SRVWD��6HUFH�OXE�5R]XP��L�MHJR�JʵZQ\P�FHOHP�MHVW�VWU]HODQLH�JROL��

*UD�VNÊDGD�VLÇ�]����SR]LRPµZ��SU]\�F]\P�ND×G\�NROHMQ\�MHVW�WUXGQLHMV]\�RG�

SRSU]HGQLHM��,P�PQLHM�UXFKµZ�JUDF]�Z\NRQXMH��W\P�ZLÇFHM�SXQNWµZ�GRVWDMH�]D�

ND×GHJR�JROD��*UD�SU]HZLGXMH�UµZQLH×���SR]LRP\�VSHFMDOQH��Z�NWµU\FK�WU]HED�

Z\NRQD�GRGDWNRZH�]DGDQLD�

Opis

3RP\V�]URG]L�VL�QD�IDOL�VXNFHVX�SLHUZV]HM�HG\FML�JU\��6HUFH�L�5R]XP���QD�

SRWU]HE\�SURPRFML�PDUNL�SU]\�RND]ML�RGE\ZDMÃF\FK�VLÇ�Z�3ROVFH�PLVWU]RVWZ�

(XUR�������3ODQRZDQR�SU]HNURF]\Å�SUµJ�����W\VLÇF\�SREUDÌ�

Projekt

�������SREUD��GDQH�QD�NRQLHF�URNX��������]�F]HJR����SURF��WR�$QGURLG�����

SURF�:3����SURF��L3KRQH����SURF��L3DG�L���SURF��%ODFNEHUU\�

Liczba pobra! aplikacji

1RPLQDFMD�GR�0RELOH�7UHQGV�$ZDUGV������Z�NDWHJRULL��*UD�PRELOQD�

Wyró#nienia

��ZSLV\�QD�IDQSDJHX�6HUFD�L�5R]XP�QD�)DFHERRNX����LQIRUPDFMH�SUDVRZH�

UR]HVÊDQH�GR�PHGLµZ�Z�SLHUZV]\P�PLHVLÃFX�SR�SXEOLNDFML��*UD�E\ÊD�UµZQLH×�

GRVWÇSQD�Z�IRUPLH�DSOLNDFML�QD�)DFHERRND��FR�ZVSRPDJDÊR�SURPRFMÇ�DSOLNDFML�

PRELOQHM�

Sposób promocji

GUD�PRELOQD��6HUFH�L�5R]XP�MDG�QD�0LVWU]RVWZD

Klient Orange Polska

Wykonawca Looksoft

'RVWÇSQRÐÅ�� Android, iOS, Windows Phone, Blackberry

Data publikacji czerwiec 2012

Page 45: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

*UD�PRELOQD��6HUFH�L�5R]XP��]UHDOL]RZDQD�QD�]OHFHQLH�7HOHNRPXQLNDFML�

3ROVNLHM�Z�OLVWRSDG]LH������URNX�PR×H�SRFKZDOLÅ�VLÇ�OLF]EÃ�����W\VLÇF\�SREUDÌ�

]�XU]ÃG]HÌ�PRELOQ\FK��L26��$QGURLG��:3��-DYD��%ODFNEHUU\��L����W\VLÇF\�JRG]LQ�

VSÇG]RQ\FK�Z�QLHM�SU]H]�JUDF]\��-HM�GUXJD�HG\FMD��6HUFH�L�5R]XP�MDGÃ�QD�

PLVWU]RVWZD��QLH�SRZWµU]\ÊD�WHJR�VXNFHVX��1D�W\P�SU]\NÊDG]LH�ZLGDÅ��MDN�GX×H�

]QDF]HQLH�SU]\�WHJR�W\SX�SURMHNWDFK�PD�ZVSDUFLH�UHNODPRZH��V]F]HJµOQLH

Z�SLHUZV]\P�PLHVLÃFX�SR�SXEOLNDFML�JU\���LP�PQLHMV]H��W\P�VÊDEV]H�Z\QLNL��

1LHPQLHM��RELH�WH�DSOLNDFMH��RFHQLDQH�ÊÃF]QLH�VÃ�GRVNRQDÊ\P�SU]\NÊDGHP�QD�WR��

MDN�EDUG]R�DQJD×XMÃFH�GOD�IDQµZ�EUDQG�KHURV�PRJÃ�E\Å�QRZRF]HVQH

QDU]ÇG]LD�PDUNHWLQJRZH��MDNLPL�VÃ�JU\�PRELOQH�

Monika Mikowska

Page 46: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

DRWDUFLH�GR�JUXS\�FHORZHM��$OO�������WRS�PDQDJHPHQW�PLDVWD�����W\V���

8Z\SXNOHQLH�DWXWµZ�QRZHJR�PRGHOX�9ROYR��MDNLPL�VÃ�SRGXV]ND�SRZLHWU]QD�GOD�

SLHV]HJR��Z\ÊÃF]QLH�Z�9ROYR���GDFKX�SDQRUDPLF]QHJR��DV\VWHQW�SDUNRZDQLD�

Cel

5HNODPD�Z�FLÃJX����GQL�GRWDUÊD�GR���������X×\WNRZQLNµZ�]�JUXS\�FHORZHM��

1D�NRQWDNW�]�UHNODPÃ�X×\WNRZQLN�SRÐZLÇFLÊ�ÐUHGQLR�����VHNXQG��&DÊD�NDPSD-

QLD�Z\JHQHURZDÊD�ÊÃF]QLH����W\VLÇF\�LQWHUDNFML��SROHJDMÃF\FK�P�LQ��QD�SU]HVX-

ZDQLX�NROHMQ\FK�SODQV]��REHMU]HQLX�ZLGHR��X]XSHÊQLHQLX�IRUPXODU]D�OXE�Z\NR-

QDQLD�SRÊÃF]HQLD�WHOHIRQLF]QHJR�EH]SRÐUHGQLR�]�SR]LRPX�UHNODP\�

Wyniki

3RWU]HED�SU]HGVWDZLHQLD�Z�MHGQHM�NDPSDQLL�

ZLHOX�FHFK�SURGXNWX�Z\PDJDÊD�X×\FLD�QLHV-

WDQGDUGRZHM��QRZDWRUVNLHM�NUHDFML��1D�6ZLSH�

0RELOH�5HFWDQJOH�]RVWDÊD�XPLHV]F]RQD�JDOHULD�

]GMÇÅ�L���VSRW\�ZLGHR��SUH]HQWXMÃFH�DWXW\�

QRZHJR�PRGHOX�9ROYR��5HNODPD�XPR×OLZLDÊD�

UµZQLH×�QDW\FKPLDVWRZ\�NRQWDNW�]�LQIROLQLÃ�

�SRSU]H]�PHFKDQL]P�FOLFN�WR�FDOO��OXE�

Z\SHÊQLHQLH�IRUPXODU]D�RQOLQH��FHOHP�

XPµZLHQLD�MD]G\�SUµEQHM�

Opis kampanii

KDPSDQLD�UHNODPRZD�Z�VLHFL�UHNODP\�PRELOQHM��9ROYR�9��

Reklamodawca Volvo, nowy model samochodu V40

Wykonawca (kreacja) K2

:\NRQDZFD��REVÊXJD��� Business Ad Network

Dom mediowy Mindshare

6LH�UHNODP\�PRELOQHM�� HandyNet

�����SRZLÃ]DQ\FK�]H�VREÃ�LQWHUDNW\ZQ\FK�SODQV]�R�Z\PLDUDFK����[�����X×\WNRZQLN�PR×H�SRUXV]DÅ�VLÇ�PLÇG]\�SODQV]DPL�SU]HVXZDMÃF�SDOFHP�Z�OHZR�OXE�SUDZR��

Czas trwania kampanii ZU]HVLH�����

Wykorzystany format Swipe Mobile Rectangle*

Miejsca emisji m.wyborcza.biz, m.wyborcza.pl, m.Tok.FM

Page 47: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

W�URNX������Z\GDZF\�UHNODP�PRELOQ\FK�GR�VZRMHM�RIHUW\�ZSURZDG]LOL�IRUPDW�

ULFK�PHGLD��:�UHNODPLH�PRELOQHM�GRPLQXMH�EUDQ×D�PRWRU\]DF\MQD��.DQDÊ�

PRELOQ\�MHV]F]H�QLH�MHVW�SU]HÊDGRZDQ\�UHNODPDPL��V]F]HJµOQLH�QLHVWDQGDU-

GRZH�UR]ZLÃ]DQLD�UHNODPRZH�VÃ�SU]\MPRZDQH�]�FLHNDZRÐFLÃ�SU]H]

,QWHUQDXWµZ��:\QLNDPL��WDNLPL�MDN�SRZ\×V]H�UHNODPRGDZF\�L�VLHFL�UHNODPRZH�

OXELÃ�VLÇ�FKZDOLÅ��ER�SRWZLHUG]DMÃ�RQH�VNXWHF]QRÐÅ�QLHVWDQGDUGRZ\FK�

UR]ZLÃ]DÌ�UHNODPRZ\FK�Z�NDQDOH�PRELOH��5RN������SU]\QLHVLH�MHV]F]H�

FLHNDZV]H�NDPSDQLH��ER�IRUPDW\�ULFK�PHGLRZH�VZRMÃ�DWUDNF\MQRÐFLÃ

�L�VNXWHF]QRÐFLÃ�]DFKÇFDMÃ�GR�DNW\ZQRÐFL�

Monika Mikowska

Page 48: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

BH]SRÐUHGQLH�ZVSDUFLH�VSU]HGD×\�L�EXGRZDQLH�ORMDOQRÐFL�NOLHQWµZ�RUD]

UR]EXGRZD�FHQQHM�GOD�PDUNL�ED]\�GDQ\FK��VXEVNU\EHQWµZ�QHZVOHWWHUD�

L�]ZLÇNV]HQLH�OLF]E\�IDQµZ�QD�SURĆOX�PDUNL�QD�)%�

Cel

W\NRU]\VWDQR�WDNLH�IRUP\�UHNODPRZH��MDN�H�PDLOLQJL�GR�ED]�]HZQÇWU]Q\FK�

�WHPDW\ND�PRGRZD�L�]DNXSRZD���NDPSDQLH�GLVSOD\RZH�]�Z\NRU]\VWDQLHP�

*RRJOH�$G:RUGV��Z�VLHFLDFK�DĆOLDF\MQ\FK��D�WDN×H�UHNODP\�)DFHERRN�$GV��

(IHNW\�NDPSDQLL�E\Ê\�PRQLWRURZDQH�QD�ELH×ÃFR��G]LÇNL�F]HPX�PR×QD�E\ÊR�

PRG\ĆNRZDÅ�PHGLD�SODQ��]ZLÇNV]DÅ�EXG×HW�Z�W\FK�NDQDÊDFK��NWµUH�E\Ê\

QDMVNXWHF]QLHMV]H�RUD]�UH]\JQRZDÅ�]�W\FK��NWµUH�SU]\QRVLÊ\�QDMVÊDEV]H�Z\QLNL��

'RGDWNRZR�ZSURZDG]RQR�PHFKDQL]P\�R�SRWHQFMDOH�ZLUXVRZ\P��

XPR×OLZLHQLH�SROHFDQLD�]QL×HN�]QDMRP\P��SRSU]H]�SRGDQLH�LFK�DGUHVµZ�

H�PDLORZ\FK�

Sposoby promocji

.DPSDQLD�PLDÊD�QD�FHOX�G\VWU\EXFMÇ�Z�,QWHUQHFLH�NXSRQµZ�]QL×NRZ\FK��'R�WHJR�FHOX�

]RVWDÊ\�VWZRU]RQH�GHG\NRZDQ\�ODQGLQJ�SDJH�L�DSOLNDFMD�GR�SRELHUDQLD�NXSRQµZ�SRSU]H]�

SRUWDO�)DFHERRN��.XSRQ�JZDUDQWXMÃF\����SURF��]QL×NÇ�PR×QD�E\ÊR�SREUDÅ�QD�IDQSDJHX�

PDUNL�5HVHUYHG��D�NXSRQ�R�ZDUWRÐFL����SURF��SR�]DSLVDQLX�VLÇ�GR�QHZVOHWWHUD��2ELH�GURJL�

Z\PDJDÊ\�Z\GUXNRZDQLD�NXSRQX��DE\�PµF�]UHDOL]RZDÅ�JR�Z�VWDFMRQDUQ\P�SXQNFLH�

VSU]HGD×\�L�GODWHJR�Z�WUDNFLH�NDPSDQLL�SRMDZLÊD�VLÇ�SRWU]HED�XSURV]F]HQLD�SRELHUDQLD�

NXSRQµZ��'RGDQR�GRGDWNRZ\�NDQDÊ�NRPXQLNDFML��606��NWµUH�]DZLHUDÊ\�P�NXSRQ\�

Opis kampanii

W\JHQHURZDQR�SRQDG���������NXSRQµZ�]QL×NRZ\FK��NWµUH�]RVWDÊ\�]UHDOL]RZDQH

Z�VDORQDFK�PDUNL��=�WHJR����SURF��VWDQRZLÊ\�P�NXSRQ\��)DQ�3DJH�5HVHUYHG�]\VNDÊ�QLHPDO�

��������IDQµZ�D�ED]D�VXEVNU\EHQWµZ�SRZLÇNV]\ÊD�VLÇ�R�SRQDG��������QRZ\FK�DGUHVµZ�

PDLORZ\FK�

Wyniki

KDPSDQLD�606���.XSRQ�UDEDWRZ\�GR������QD�ZV]\VWNR�Z�5(6(59('�

Klient LPP, marka RESERVED

Wykonawca Zjednoczenie.com

2EVÊXJD�NDPSDQLL�606��SMSAPI

Czas trwania kampanii ��������PDUFD������URNX

Page 49: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

7HOHIRQ�MHVW�U]HF]Ã��NWµUÃ�SUDZLH�QD�SHZQR�]DZV]H�PDP\�SU]\�VRELH��'UXNDUNÇ�

QLH����7D�UHDOL]DFMD�]QDOD]ÊD�VLÇ�WX�SR�WR��DE\�SU]\SRPQLHÅ�R�WUDG\F\MQ\FK�

QDU]ÇG]LDFK�PDUNHWLQJX�PRELOQHJR�L�XGRZRGQLÅ�LFK�VNXWHF]QRÐÅ��V]F]HJµOQLH�

Z�SRÊÃF]HQLX�]�VRFLDO�PHGLD��2EDOD�PLW��×H�NOLHQFL�QLH�OXELÃ�MX×�PDUNHWLQJRZ\FK�

606�µZ��.DQDÊ�606�RZ\�PR×H�E\Å�SRVWU]HJDQ\�SR]\W\ZQLH�SRG�ZDUXQNLHP�

MHJR�RGSRZLHGQLHJR�Z\NRU]\VWDQLD�

Monika Mikowska

Nagrody i wyró#nienia

/DXUHDW�NRQNXUVX��0L[[�$ZDUGV�������Z�NDWHJRULL��%H]SRÐUHGQL�RG]HZ��

Page 50: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

6HUZLV�LQWHUQHWRZ\��.OXE�5DEDWRZ\�%DQNX�&UHGLW�$JULFROH��5:'�

Klient Credit Agricole

Wykonawca Symetria

3RGHMÐFLH�UHVSRQVLYH�ZHE�GHVLJQ��5:'��Z�SURFHVLH�UHGHVLJQX�VHUZLVX��

$UJXPHQWDPL�SRSLHUDMÃF\PL�WHQ�Z\EµU�E\Ê\��ÊDWZRÐÅ�]DFKRZDQLD�VSµMQRÐFL�

NRPXQLNDFML�PDUNHWLQJRZHM��OHSV]D�VNXWHF]QRÐÅ�VWURQ\�Z�Z\V]XNLZDUNDFK�

LQWHUQHWRZ\FK��VWURQD�UHVSRQV\ZQD�GRVWÇSQD�MHVW�QD�ZV]\VWNLH�SODWIRUP\�

SRG�MHGQ\P�DGUHVHP�85/��RUD]�RSW\PDOL]DFMD�NRV]WµZ��WZRU]RQH�MHVW�MHGQR�

UR]ZLÃ]DQLH��D�QLH�NLOND�QLH]DOH×Q\FK���3RQDGWR��VWUXNWXUÇ�VHUZLVX

SURMHNWRZDQR�]JRGQLH�]�]DVDGÃ��PRELOH�ĆUVW���QDMSLHUZ�SURMHNW�WUHÐFL

L�XNÊDGX�HOHPHQWµZ�OD\RXWX�QD�QDMPQLHMV]H�HNUDQ\��SRWHP�ZLÇNV]H��

Sposób

„.OXE�5DEDWRZ\ë��ZZZ�NOXEUDEDWRZ\�FUHGLW�DJULFROH�SO��WR�VWURQD�SUH]HQWXMÃFD�

SDUWQHUµZ�&UHGLW�$JULFROH�RUD]�UDEDW\��NWµUH�XG]LHODQH�VÃ�SU]H]�QLFK�NOLHQWRP�

EDQNX�

Projekt

3RUµZQDQH�]RVWDÊ\�RNUHV\�SU]HG�L�SR�]PLDQLH����������VLHUSQLD�GR���������JUXGQLD�����

�WH�VDPH�GQL�W\JRGQLD�WM��SLÃWHN�ZWRUHN���3UH]HQWRZDQH�QL×HM�GDQH�GRW\F]Ã�MHG\QLH�UXFKX�

ZHZQÃWU]�VHUZLVX��QLH�PD�QD�QLH�ZSÊ\ZX�OLF]ED�X×\WNRZQLNµZ�ZFKRG]ÃF\FK�QD�VWURQÇ�

:�SRUµZQ\ZDQ\FK�RNUHVDFK�OLF]ED�RGZLHG]DMÃF\FK�QLH�Z]URVÊD�Z�]QDF]Q\�VSRVµE��

3UH]HQWRZDQH�GDQH�GRW\F]Ã�ZDUWRÐFL�XÐUHGQLRQ\FK��&R�QDMZD×QLHMV]H��]DZDUWRÐÅ

PHU\WRU\F]QD�VHUZLVX�QLH�]PLHQLÊD�VLÇ�]QDF]ÃFR��D�G]LÇNL�QRZHM�DUFKLWHNWXU]H�LQIRUPDFML�

RUD]�GHVLJQRZL�VHUZLVX��XGDÊR�VLÇ�RVLÃJQÃÅ�]QDF]ÃFH�Z]URVW\�ZVNDÕQLNµZ�HIHNW\ZQRÐFL�

VHUZLVX�

Efekty

Data publikacji listopad 2012

0DNV\PDOL]DFMD�NRPIRUWX�RGZLHG]LQ�QD�VWURQLH�LQWHUQHWRZHM��.RPSDW\ELOQRÐÅ�VWURQ\�

]�Uµ×Q\PL�ZLHONRÐFLDPL�HNUDQµZ�

Cel

Page 51: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

/LF]ED�ZHMÐÅ�QD�VWURQÇ�LQWHUQHWRZÃ�]�SR]LRPX�XU]ÃG]HÌ�PRELOQ\FK��Z\UD×RQD�

Z�SURFHQWDFK�]Z\NOH�PD�ZDUWRÐÅ�MHGQRF\IURZÃ��1LHNRQLHF]QLH�R]QDF]D�WR��×H�

PDÊR�RVµE�]DLQWHUHVRZDQ\FK�MHVW�SU]HJOÃGDQLHP�VHUZLVµZ�LQWHUQHWRZ\FK�QD�

VZRLFK�WHOHIRQDFK�F]\�WDEOHWDFK��:UÇF]�SU]HFLZQLH��MHÐOL�VWURQÇ�ÕOH�VLÇ�F]\WD�QD�

GDQ\P�XU]ÃG]HQLX��PDÊR�NWR�EÇG]LH�FKFLDÊ�]�QLHJR�MÃ�SU]HJOÃGDÅ�

'ODWHJR�]DOH×DÊR�PL�QD�]DSUH]HQWRZDQLX�UHDOL]DFML�Z�URNX�������NWµUD�XGR-

ZDGQLD��MDN�]�NRU]\ÐFLÃ�GOD�XU]ÃG]HÌ�PRELOQ\FK�]PLHQLDMÃ�VLÇ�VWDW\VW\NL��JG\�

ĆUPD�]DGED�R�MHM�Z\JOÃG�QD�XU]ÃG]HQLDFK�R�PQLHMV]\FK�HNUDQDFK�

Statystyki

ï���UXFK�]�XU]ÃG]HÌ�PRELOQ\FK�Z]UµVÊ�]�����SURF��GR������SURF�Z�FDÊNRZLWHM�OLF]ELH�RGZLHG]LQ

ï���ÊÃF]QD�OLF]ED�RGVÊRQ��SRMHG\QF]\FK�Z\ÐZLHWOHÌ�SRGVWURQ��Z]URVÊD�R�����SURF����WR�SRND]XMH�

������×H�NOLHQFL�FKÇWQLHM�SU]HNOLNLZDOL�VLÇ�SU]H]�NROHMQH�SRGVWURQ\�VHUZLVX

ï���OLF]ED�RGVÊRQ�SU]\SDGDMÃFD�QD�MHGQH�RGZLHG]LQ\�X×\WNRZQLND�Z]URVÊD�R�����SURF�

ï���ÐUHGQL�F]DV�WUZDQLD�RGZLHG]LQ�SU]H]�MHGQHJR�X×\WNRZQLND�Z]UµVÊ�]�����PLQXW\�GR�SUDZLH���PLQXW

ï���QD�QRZHM�VWURQLH�ZVSµÊF]\QQLN�RGU]XFHÌ��RGVHWHN�RGZLHG]LQ�MHGQRRGVÊRQRZ\FK�Z�FDÊRÐFL�

�������RGZLHG]LQ��VSDG�R����SURF�

Monika Mikowska

Page 52: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ASOLNDFMD�PRELOQD�GOD�XF]HVWQLNµZ�NRQIHUHQFML��]DZLHUDMÃFD�DNWXDOQ\�SURJUDP�

NRQIHUHQFML��OLVWÇ��ELRJUDĆH�L�DGUHV\�NRQWDNWRZH�GR�SUHOHJHQWµZ��DQNLHWÇ��

RFHQLDMÃFÃ�SUHOHNFMH��DNWXDOQRÐFL�RUD]�NRPHQWDU]H�QW��NRQIHUHQFML��SRMDZLDMÃFH�

VLÇ�Z�VHUZLVDFK�VSRÊHF]QRÐFLRZ\FK��7ZLWWHU�L�)DFHERRN�

Opis

ASOLNDFMD�PRELOQD��LQIR6KDUH������&RQIHUHQFH$SS

Klient Fundacja infoShare

Wykonawca Mobile Factory

Konferencja IT infoShare 2012

'RVWÇSQRÐÅ� � iOS, Android

Data publikacji NZLHFLH�����

/LF]ED�SREUD�������]�F]HJR����SURF��WR�SREUDQLD�QD�$QGURLGD�����SURF��QD�L26�

3R]RVWDÊH�VWDW\VW\NL��3U]HFLÇWQ\�XF]HVWQLN�NRQIHUHQFML�XUXFKDPLDÊ�DSOLNDFMÇ�

NRQIHUHQF\MQ����UD]\��2GQRWRZDQR������DNW\ZQ\FK�VHVML��]GHF\GRZDQD�

ZLÇNV]RÐÅ�Z�FLÃJX�GZµFK�GQL�NRQIHUHQFML��

6WDW\VW\NL�SREUDÌ�]DF]\QDMÃ�URELÅ�ZUD×HQLH��JG\�ZHÕPLHP\�SRG�XZDJÇ��×H�

JUXSD�GRFHORZD�WHM�DSOLNDFML�OLF]\ÊD������RVµE��W\OX�VÊXFKDF]\�Z]LÇÊR�XG]LDÊ����

Z�NRQIHUHQFML�LQIR6KDUH��������2]QDF]D�WR�SHQHWUDFM�QD�SR]LRPLH����SURF�

��WR�ÐZLHWQ\�Z\QLN��$SOLNDFMD�PRELOQD�QLH�E\ÊD�SURPRZDQD�Z�V]F]HJµOQ\�

VSRVµE��8F]HVWQLF\�PRJOL�GRZLHG]LHÅ�VLÇ�R�QLHM�]H�VWURQ\�LQWHUQHWRZHM

NRQIHUHQFML��SRÐZLÇFRQR�MHM�MHGHQ�ZSLV�Z�VHNFML��$NWXDOQRÐFL���RUD]�PDLOLQJX�

Z\VÊDQHJR�QD�NLOND�GQL�SU]HG�NRQIHUHQFMÃ��1DMZLÇFHM�SREUDÌ�]DQRWRZDQR�

SRGF]DV�VDPHM�NRQIHUHQFML�

Statystyki i wyniki

Page 53: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Komentarz

Warto wiedzie$

2WU]\PDOLÐP\�EDUG]R�SR]\W\ZQ\�IHHGEDFN�RG�XF]HVWQLNµZ�NRQIHUHQFML�QW��QDV]HM�

DSOLNDFML��.RPHQWDU]H�X×\WNRZQLNµZ�L�VWDW\VW\NL�SU]HNRQDÊ\�QDV��×H�PRELOH�VWDMH�VLÇ�

QDMZD×QLHMV]\P�NDQDÊHP�NRPXQLNDFML�]�XF]HVWQLNDPL��V]F]HJµOQLH�SRGF]DV�HYHQWµZ�

WDN�GX×\FK�MDN�QDV]��:ÊDÐQLH�UR]SRF]\QDP\�SUDFH�QDG�DSOLNDFMDPL�RUD]�PRELOQÃ�

VWURQÃ�ZZZ�GHG\NRZDQ\FK�QDVWÇSQHM�HG\FML�LQIR6KDUH���]DSUDV]DP\�GR�*GDÌVND

Z�PDMX������

Marcin Pokojski&]ÊRQHN�=DU]ÃGX�)XQGDFML�LQIR6KDUH

WDUWR�UµZQLH×�]ZUµFLÅ�XZDJÇ�QD�VWDW\VW\NL�VWURQ\�ZZZ�LQIRVKDUH�SO��NWµUHM�ZHUVMD

]������URNX�QLH�E\ÊD�]RSW\PDOL]RZDQD�SRG�XU]ÃG]HQLD�PRELOQH���5XFK�]�WHOHIRQµZ�

NRPµUNRZ\FK�VWDQRZLÊ�D×����SURF��ZV]\VWNLFK�RGZLHG]LQ�Z�F]DVLH�WUZDQLD�NRQIH�

UHQFML��D�ÐUHGQL�F]DV�WUZDQLD�ZL]\W\�Z\QRVLÊ���PLQ����VHN��GDQH�]�*$�]D�RNUHV���������

NZLHWQLD��������:�FDÊ\P�PLHVLÃFX�NZLHWQLX�UXFK�]�WHOHIRQµZ�NRPµUNRZ\FK�VWDQRZLÊ�����

SURF��ZV]\VWNLFK�RGZLHG]LQ��D���SRUµZQ\ZDOQLH���Z�PDUFX������SURF��L�PDMX�����SURF��'DQH�

WH�GRGDWNRZR�SRWZLHUG]DMÃ�SRWU]HEÇ�SRVLDGDQLD�UR]ZLÃ]DÌ�PRELOQ\FK��GRSDVRZDQ\FK�GR�

SRWU]HE�JUXS\�GRFHORZHM�

Page 54: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ASOLNDFMD�PRELOQD��7KH�6DOW�0LQH

Klient Kopalnia Soli "Wieliczka"

Wykonawca Golden Submarine

'RVWÇSQRÐÅ� � ZHUVMD��WXU\VW\F]QD���L3KRQH��$QGURLG��ZHUVMD�ì]�SU]\JRGÃë��L3DG

Data publikacji $QGURLG���OLSLHF�������L26���VLHUSLH�����

2GÐZLH×HQLH�RQ�OLQRZHJR�ZL]HUXQNX�.RSDOQL�L�GRWDUFLH�GR�QRZHM��MDN

QDMV]HUV]HM�JUXS\�RGELRUFµZ��5µZQROHJOH�SU]HSURZDG]RQ\�]RVWDÊ�UHGHVLJQ�

VWURQ\�LQWHUQHWRZHM�.RSDOQL�6ROL��:LHOLF]ND���D�DSOLNDFMD�PLDÊD�Z�EDUG]LHM�

PXOWLPHGLDOQ\�L�LQWHUDNW\ZQ\�VSRVµE�QL×�PRELOQD�VWURQD�ZZZ�RGGDZDÅ

FKDUDNWHU�WHJR�Z\MÃWNRZHJR�PLHMVFD��ÏUHGQL�F]DV�VSÇG]RQ\�]�DSOLNDFMÃ�

SODQRZDQ\�E\Ê�QD�SR]LRPLH���PLQXW��8GDÊR�VLÇ�WHQ�ZVNDÕQLN�SU]HNURF]\Å�

GZXNURWQLH�

Cel

7KH�6DOW�0LQH�MHVW�LQWHUDNW\ZQÃ�SRGUµ×Ã�Z�JÊÃE�]DE\WNRZHM�.RSDOQL�SU]\�

X×\FLX�SDQRUDP�VIHU\F]Q\FK����r�]DSHZQLDMÃFÃ�MDN�QDMZLHUQLHMV]H�RGWZRU]HQLH�

ZUD×HQLD�SRE\WX�SRG�]LHPLÃ��:�UROÇ�SU]HZRGQLND�SR����Z\EUDQ\FK�NRPRUDFK�

ZFLHOD�VL�6NDUEQLN��GREU\�GXFK�.RSDOQL��3URSRQXMH�QDP�GZD�WU\E\�]ZLHG]DQLD�

å�ìWXU\VW\F]Q\ë��JG]LH�SR]QDMHP\�KLVWRULÇ�W\FK�PLHMVF�L�ì]�SU]\JRGÃë��SRGF]DV�

NWµUHM�]ELHUDP\�VROQH�NU\V]WDÊ\��E\�RGNU\Å�ZHMÐFLH�GR�XNU\WHM��GRGDWNRZHM�

NRPRU\��']LÇNL�ZSURZDG]RQHPX�HOHPHQWRZL�U\ZDOL]DFML�X×\WNRZQLN�

]DFKÇFDQ\�MHVW�GR�GRNÊDGQHJR�SU]\JOÃGDQLD�VLÇ�ZV]\VWNLP�GHWDORP

]ZLHG]DQ\FK�NRPµU�.RSDOQL�

Opis

��/LF]ED�SREUD�DSOLNDFML��������GDQH�QD�NRQLHF������U��

ï���ÏUHGQL�F]DV�DNW\ZQRÐFL�Z�DSOLNDFML����PLQXW

ï������SURF��X×\WNRZQLNµZ�VNRU]\VWDÊR�]�DSOLNDFML�FR�QDMPQLHM���UD]\�

ï������SURF��X×\WNRZQLNµZ�WR�RVRE\�VSR]D�3ROVNL�

Statystyki

ZREDF]�WUDLOHU�DSOLNDFML��7KH�6DOW�0LQH�

KWWS���\RXWX�EH�'1EUYXU*H�R

Page 55: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

W�URNX������SRMDZLÊR�VLÇ�ZLHOH�UHDOL]DFML��SURPXMÃF\FK�KLVWRULÇ�L�]DE\WNL

Z�3ROVFH�Z�QRZ\��PRELOQ\�VSRVµE��3R]D�.RSDOQLÃ�6ROL�ì:LHOLF]ND���SR

WHFKQRORJLH�PRELOQH�VLÇJQÇOL�MHV]F]H�QS��0X]HXP�3DÊDF�Z�:LODQRZLH��&HQWUXP�

Ö\GRZVNLH�Z�2ÐZLÇFLPX��:\VWDZD��:DUV]DZD�Z�EXGRZLH����7KH�6DOW�0LQH�

]DVÊXJXMH�QD�Z\Uµ×QLHQLH��SR�SLHUZV]H�GODWHJR��×H�QLH�MHVW�UHDOL]DFMÃ�VH]RQRZÃ�

�PD�SRWHQFMDÊ�GÊXJLHM�×\ZRWQRÐFL���D�SR�GUXJLH���SURPXMH�3ROVNÇ�UµZQLH×�SR]D�

MHM�JUDQLFDPL��$SOLNDFMD�GRVWÇSQD�MHVW�Z�V]HÐFLX�ZHUVMDFK�MÇ]\NRZ\FK��1DJURG\�

L�Z\Uµ×QLHQLD��NWµUH�]GRE\ÊD�VÃ�GRVNRQDÊÃ�UHNODPÃ�QLH�W\ONR�GOD�VDPHM

DSOLNDFML��DOH�L�.RSDOQL�6ROL�MDNR�XQLNDOQHJR�SROVNLHJR�]DE\WNX�

Monika Mikowska

Nagrody i wyró#nienia

1DJURGD�0,;;�$ZDUGV������Z�NDWHJRULL�ì0RELOH���DSSV���WDEOHWVë

:\Uµ×QLHQLH�QD�VHUZLVLH�&UHDWLYH�6DQGER[�E\�*RRJOH�

:\Uµ×QLHQLH�P):$

Page 56: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ASOLNDFMD�PRELOQD��*G]LH�MHVW�PRMD�NXSD

Klient 0LHMVNLH�3U]HGVLÇELRUVWZR�:RGRFLÃJµZ�L�.DQDOL]DFML�Z�-DZRU]QLH

Wykonawca Netizens

'RVWÇSQRÐÅ� � iOS, Android, aplikacja webowa pod adresem www.gdziejestmojakupa.pl

Data publikacji ZU]HVLH�����

ZDLQWHUHVRZDQLH�PLHV]NDÌFµZ�-DZRU]QD�L�UHJLRQX�SUREOHPHP��MDNLH

NRQVHNZHQFMH�GOD�ÐURGRZLVND�VWZDU]D�SR]E\ZDQLH�VLÇ�ìQD�G]LNRë�ÐFLHNµZ��

7ZµUF\�FKFLHOL�]DFKÇFLÅ�PLHV]NDÌFµZ�-DZRU]QD�GR�SRGÊÃF]DQLD�VLÇ�GR�VLHFL�

NDQDOL]DF\MQHM�PLDVWD��$SOLNDFMD�PLDÊD�PLHÅ�LQWHUDNW\ZQÃ��]DEDZRZÃ�IRUPÇ�

SRZLÃ]DQÃ�]�HOHPHQWDPL�JU\ZDOL]DFML��5]HF]\ZLVWRÐÅ�SU]HV]ÊD�QDMÐPLHOV]H�

RF]HNLZDQLD��2�DSOLNDFML�]D�SRÐUHGQLFWZHP�,QWHUQHWX�L�PHGLµZ�GRZLHG]LDÊD�

VLÇ�FDÊÃ�3ROVND��7\P�VDP\P�HNRORJLF]Q\�SUREOHP�VSXV]F]DQ\FK�ìQD�G]LNRë�

ÐFLHNµZ�WUDĆÊ�GR�ÐZLDGRPRÐFL�PLOLRQµZ�RVµE�

Cel

D]LÇNL�DSOLNDFML�PLHV]NDÌF\�PRJÃ�ÐOHG]LÅ��NWµUÃ�GURJÃ�RUD]�Z�MDNLP�WHPSLH�LFK�

ÐFLHNL�GRVWDMÃ�VLÇ�GR�RF]\V]F]DOQL��8×\WNRZQLF\�DSOLNDFML�GRZLDGXMÃ�VLÇ�

UµZQLH×�Z�MDNL�VSRVµE�SU]HELHJD�SURFHV�RF]\V]F]DQLD�ÐFLHNµZ�RUD]�SU]HGH�

ZV]\VWNLP��GODF]HJR�ZDUWR�E\Å�SRGÊÃF]RQ\P�GR�VLHFL�NDQDOL]DF\MQHM�

$SOLNDFMD�VNÊDGD�VLÇ�]�GZµFK�F]ÇÐFL��3LHUZV]D�WR�GZD�ĆOP\�DQLPRZDQH��

ï���SR]\W\ZQ\��SRND]XMÃF\�]DVDG\�G]LDÊDQLD�NDQDOL]DFML��

ï���QHJDW\ZQ\��SU]HVWU]HJDMÃF\�SU]HG�VNXWNDPL�NRU]\VWDQLD�]�V]DPE

�����L�QLHOHJDOQHJR�VSXV]F]DQLD�ÐFLHNµZ�GR�U]HN�L�MH]LRU��

6HGQHP�GUXJLHM�F]ÇÐÅ�DSOLNDFML�MHVW�SODQ�NDQDOL]DFML�Z�-DZRU]QLH�QDQLHVLRQ\�QD�

PDS\��3R�]DÊDWZLHQLX�VZRMHM�SRWU]HE\�Ć]MRORJLF]QHM�Z�GDQ\P�SXQNFLH�PLDVWD�

Z\VWDUF]\�QDFLVQÃÅ�SU]\FLVN��DE\�]REDF]\Å�FDÊÃ�GURJÇ�L�SR]QDÅ�F]DV��Z�MDNLP�

�ÊDGXQHN��GRWU]H�GR�RF]\V]F]DOQL�ÐFLHNµZ��2VLÃJQLÇW\P�F]DVHP�PR×QD�

SRFKZDOL�VL�]QDMRP\P�QD�)DFHERRNX�

Opis

L26���������$QGURLG����������VWDW\VW\NL�DNWXDOQH�QD�G]LH�������������

Liczba pobra!

ZREDF]�WUDLOHU

KWWS���\RXWX�EH�5DFR8G,TG<,

Page 57: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

Z�SR]RUX�DEVXUGDOQ\�L�REUD]REXUF]\�W\WX�DSOLNDFML�PRPHQWDOQLH�]ZUDFD�

XZDJÇ��3R�FKZLORZ\P�REXU]HQLX�RND]XMH�VLÇ��×H�Z�LVWRFLH�FKRG]L�R�SURHNROR��

JLF]QÃ�DNFMÇ��.RQWURZHUV\MQH�SRGHMÐFLH�GR�WHPDWX�L�X×\W\�VW\O�VSRZRGRZDÊ��×H�

LQWHUQDXFL�L�G]LHQQLNDU]H�PRPHQWDOQLH�UR]SRZV]HFKQLOL�LQIRUPDFM�R�QLHW\-

SRZHM�DSOLNDFML���IDNW\F]QLH�R�DSOLNDFML�XVÊ\V]DÊD��FDÊD�3ROVND���$SOLNDFMD�

]QDMGXMH�VLÇ�Z�W\P�UDSRUFLH��SRQLHZD×�EH]G\VNXV\MQLH�MHVW�QDMJÊRÐQLHMV]Ã�

DSOLNDFM�URNX������

Monika Mikowska

Efekt medialny

ASOLNDFMD�*-0.�]URELÊD�IXURUÇ�Z�QDMZLÇNV]\FK�PHGLDFK��3XEOLNDFMH�QD�MHM�WHPDW�

]QDOD]Ê\�VLÇ�P��LQ�Z�791����3ROVDW�1HZV��']LHÌ�'REU\�791��5]HF]SRVSROLWHM��

50)�)0��5DGLR�(VND5RFN��2QHW��:LUWXDOQD�3ROVND��,QWHULD��*D]HWD�SO��&KLS��

1D7HPDW�SO��']LHQQLN�*D]HWD�3UDZQD��)RUVDO�SO��)DNW��6XSHU([SUHVV��:LUWXDOQH�

0HGLD��2�*-0.�LQIRUPRZDÊ\�QDZHW�]DJUDQLF]QH�W\WXÊ\�QS��5HXWHUV�

Page 58: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

'LJLWDO�3XEOLVKLQJ��3XOV�%L]QHVX�

Klient wydawca Bonnier Business Polska, dziennik Puls Biznesu

Wykonawca Optizen Labs

„3XOV�%L]QHVX�ë�WR�SLHUZV]D�Z�3ROVFH�JD]HWD�FRG]LHQQD�SU]\JRWRZDQD�VSHFMDOQLH�QD�

WDEOHW\��:LÇFHM��ZZZ�WDEOHW�SE�SO�

Projekt

/LF]ED�SREUDÌ�����W\VLÇF\�SREUDÌ�DSOLNDFML��]�F]HJR����SURF��QD�L26�

���W\VLÇF\�SRELHUDQ\FK�Z\GDÌ�PLHVLÇF]QLH����W\VLÇF\�XUXFKRPLHÌ�DSOLNDFML�G]LHQQLH�

Statystyki

3%��QLH�MHVW�W\ONR�WDEOHWRZ\P�RGSRZLHGQLNLHP�ì3XOVX�%L]QHVXë���]DZLHUD�QDMFLHNDZV]H�

DUW\NXÊ\�]�SDSLHURZHJR�Z\GDQLD�G]LHQQLND��Z]ERJDFRQH�R�Z\EUDQH�WHNVW\�OLIHVW\OHèRZH

]�PDJD]\QX�ì3XOV�%L]QHVX�:HHNHQGë�RUD]�ZLDGRPRÐFL�JRVSRGDUF]H��DNWXDOL]RZDQH�QD�

ELH×ÃFR�SU]H]�G]LHQQLNDU]\�ì3XOVX�%L]QHVXë�L�SRUWDOX�SE�SO��2NRÊR�JRG]LQ\����GQLD�

SRSU]HG]DMÃFHJR�X×\WNRZQLN�PR×H�SREUDÅ�FDÊH�Z\GDQLH�QD�VZRMH�XU]ÃG]HQLH�L�SU]HJOÃGDÅ�

MH�EÇGÃF�SµÕQLHM�RIćLQH��-HÐOL�F]\WD�MH�EÇGÃF�Z�]DVLÇJX�SRÊÃF]HQLD�LQWHUQHWRZHJR�PR×H�

GRGDWNRZR�REVHUZRZDÅ��DNWXDOQH�NXUV\�ZDOXW�L�QRWRZDQLD�JLHÊGRZH�RUD]�QHZV\

]�SRUWDOX�SE�SO�

Opis

2VLÃJQLÇFLH�]QDF]ÃFHM�OLF]E\�SREUDÌ�DSOLNDFML�L�GX×D�OLF]ED�VWDÊ\FK�

X×\WNRZQLNµZ��G]LÇNL�WHPX�RVLÃJQLÇFLH�Z\VRNLHM�PRQHW\]DFML�SURMHNWX��

=DRIHURZDQLH�F]\WHOQLNRP�SURGXNWX�R�QDMZ\×V]HM�MDNRÐFL��MDNLHJR�MHV]F]H�QLH�

E\ÊR�Z�3ROVFH�QD�WDEOHW��:V]\VWNLH�FHOH�]RVWDÊ\�]UHDOL]RZDQH�

Cel

ASOLNDFMD�]RVWDÊD�SU]\JRWRZDQD�Z�RSDUFLX�R�QDU]ÇG]LH�$GREH�'LJLWDO

3XEOLVKLQJ�6XLWH��:�WUDNFLH�SURFHVX�WZRU]HQLD�SURGXNWX�]RVWDÊ\�SU]HDQD-

OL]RZDQH�ZV]\VWNLH�NU\W\F]QH�JÊRV\�X×\WNRZQLNµZ�LQQ\FK�DSOLNDFML�Z�W\P

VHJPHQFLH�Z�3ROVFH���$SOLNDFMD�MHVW�VWDELOQD��SRV]F]HJµOQH�Z\GDQLD�SRELHUDMÃ�VLÇ�

EDUG]R�V]\ENR��G]LÇNL�QLHZLHONLHM�ZDG]H�D�NRU]\VWDQLH�]�DSOLNDFML�MHVW�LQWXLF\MQH�

Sposób

'RVWÇSQRÐÅ�� tablety z systemem iOS i Android

Data publikacji lipiec 2012

Page 59: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

7R�SU]\NÊDG�EDUG]R�ÊDGQHJR�Z\GDZQLFWZD�QD�WDEOHW\��NWµUH�

Z\F]HUSXMÃFR�Z\NRU]\VWXMH�PR×OLZRÐFL�QDZLJDF\MQH�WDEOHWµZ��

%DUG]R�GREU]H�Z\NRU]\VWDQ\�SRWHQFMD�Z\GD�F\IURZ\FK��1D�

SROVNLP�U\QNX�SRMDZLDM�VL�Z\GDQLD�WDEOHWRZH�NROHMQ\FK�W\WXʵZ�

SUDVRZ\FK��DOH�QLHZLHOH�]�QLFK�PR×QD��VSUµERZDÅ��]D�GDUPR��3XOV�

%L]QHVX�RIHUXMH�EH]SÊDWQH�SLHUZV]H���PLHVLÃFH���7R�ZD×QH��ER�

XÊDWZLD�SU]HNRQ\ZDQLH�F]\WHOQLNµZ�SUDV\�GUXNRZDQHM�GR�F]\WD-

QLD�QD�WDEOHWDFK�RUD]�SU]\FLÃJD�]XSHÊQLH�QRZ\FK�F]\WHOQLNµZ�

3XOVX�%L]QHVX��=DVWDQDZLDMÃ�PQLH�MHG\QLH�VWDW\VW\NL�GRW\F]ÃFH�

V\VWHPX�$QGURLG��7DEOHW\�]�$QGURLGHP�FLHV]Ã�VLÇ�GX×Ã�

SRSXODUQRÐFLÃ�]H�Z]JOÇGX�QD�SU]\VWÇSQÃ�FHQÇ��5DF]HM�]D�ZF]HÐQLH�

ZQLRVHN��×H�3RODF\�]�PQLHM�]DVREQ\FK�SRUWIHOHP�QLH�OXELÃ�F]\WDÅ�

QD�WDEOHWDFK��0R×H�MHV]F]H�QLH�ZLHG]Ã�R�W\FK�PR×OLZRÐFLDFK�L�

WU]HED�LFK�WHJR�QDXF]\Å"�

Monika Mikowska

Page 60: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

6HUZLV�LQWHUQHWRZ\��7HVFR�QD�ÏZLÇWD

Klient Tesco

Wykonawca Wirtualna Polska/ AdTotal/ Codemedia SA

ANFMD��NWµUD�FR�URNX�UHDOL]RZDQD�E\ÊD�Z�ìGX×\Pë�:::��SR�UD]�SLHUZV]\�

]RVWDÊD�X]XSHÊQLRQD�VHUZLVHP�PRELOQ\P��:LWU\QÇ�VWZRU]RQR�Z�+70/��

:�SURPRFML�VHUZLVX�]RVWDÊ\�Z\NRU]\VWDQH�EDQQHU\�HPLWRZDQH�QD�526�

PLQL�ZS�SO��LNRQD�ìSUH]HQWë��]DPLHV]F]RQD�QD�VWURQLH�JʵZQHM�PLQL�ZS�SO�SU]\�

LNRQDFK�3RF]WD��3RJRGD��3URJUDP�79���OLQNL�WHNVWRZH��UHNODPRZH

L�RGUHGDNF\MQH���EDQQHU�SURPXMÃF\�VHUZLV�]DPLHV]F]RQ\�QD�VWURQLH�ORJRZDQLD�

GR�SRF]W\�RUD]�JORQHZV�UHNODPRZ\��REHFQ\P�QD�VWURQLH�JʵZQHM��:VNDÕQLN�

&75�GOD�JORQHZV�Z\QLµVÊ�D×���SURF�

Sposób

6HUZLV�LQWHUQHWRZ\�VZLHWD�ZS�SO�WR�SURMHNW�VH]RQRZ\��UHDOL]RZDQ\�MX�NROHMQ\�

URN��MHGQDN�SR�UD]�SLHUZV]\�UR]V]HU]RQ\�R�ZHUVMÇ�PRELOQÃ�GRVWÇSQÃ�SRG

DGUHVHP�P�VZLHWD�ZS�SO�

Projekt

WLWU\QD�GRVWDUF]DÊD�FLHNDZRVWNL�GRW\F]ÃFH�ÏZLÃW�

%R×HJR�1DURG]HQLD�L�1RZHJR�5RNX��Z�W\P�P�LQ�

SU]HSLV\�NXOLQDUQH��RSLV\�]Z\F]DMµZ�ÐZLÃWHF]Q\FK��

SRP\VÊ\�QD�SUH]HQW\��SURSR]\FMH�×\F]HÌ��:�UDPDFK�

VHUZLVX�]RVWDÊR�RSXEOLNRZDQ\FK�ÊÃF]QLH�SRQDG�����

XQLNDOQ\FK�PDWHULDʵZ�UHGDNF\MQ\FK���6HUZLV�PRELOQ\�

E\Ê�ìRGFKXG]RQÃë�ZHUVMÃ�ZLWU\Q\�GHVNWRSRZHM��7D�

XPR×OLZLDÊD�GRGDWNRZR�Z]LÇFLH�XG]LDÊX�Z�NRQNXUVLH��

Z�NWµU\P�QDJURGDPL�E\Ê\�ERQ\�WRZDURZH�7HVFR�R�

ZDUWRÐFL�����]Ê�

Opis

Czas trwania ��������������

6WZRU]HQLH�DWUDNF\MQHJR�L�ÊDWZHJR�Z�QDZLJDFML�QD�XU]ÃG]HQLDFK�SU]HQRÐQ\FK�VHUZLVX�

RUD]�SRND]DQLH�SDUWQHUD�VHUZLVX��7HVFR��Z�QRZDWRUVNL�VSRVµE�

Cel

Page 61: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Efekty Komentarz

2FHQLDMÃF�HIHNW\�L�DWUDNF\MQRÐÅ�NDPSDQLL��RSDUWR�VLÇ�QD�WUDG\F\MQ\FK�ZVSµÊF]\QQLNDFK��

XQLNDOQ\FK�X×\WNRZQLNDFK�L�RGVÊRQDFK�

6HUZLV�VZLHWD�ZS�SO

88��FRRNLHV�� � �������

39� � � ���������

ÏUHGQL�F]DVZL]\W\�� ��PLQ�����V�

6HUZLV�P�VZLHWD�ZS�SO

88��FRRNLHV�� � �������

39� � � �������

ÏUHGQL�F]DVZL]\W\�� ��PLQ�����V�

3ROVNL�,QWHUQHW�PRELOQ\�]GRPLQRZDQ\�MHVW�SU]H]�VWDW\F]QH�IRUP\�UHNODPRZH��1DVL�

.OLHQFL�V�MHGQDN�FRUD]�EDUG]LHM�]DLQWHUHVRZDQL�QLHVWDQGDUGRZ\PL�DNFMDPL��Z�W\P�

WZRU]HQLHP�DSOLNDFML�GHG\NRZDQ\FK��DQJD×XMÃF\PL�IRUPDWDPL�ULFK�PHGLRZ\PL��F]\�

FURVVPHGLRZDQLHP�ìWUDG\F\MQHJRë�,QWHUQHWX�L�PRELOHèD��&RUD]�ZLÇNV]D�RWZDUWRÐÅ�

NOLHQWµZ�QD�NDPSDQLH�Z\NUDF]DMÃFH�SR]D�W\SRZH�EDQQHU\�QDSDZD�RSW\PL]PHP�

Agnieszka Ferenc.LHURZQLN�=HVSRÊX�5R]ZRMX�3URGXNWX�5HNODPRZHJR

AdTotal, Wirtualna Polska

Page 62: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

ASOLNDFMD�PRELOQD��+HLQHNHQ�/LFHQFMD�1D�:\JU\ZDQLH

Klient Heineken

Wykonawca K2

'RVWÇSQRÐÅ� � iOS, Android

Czas trwania ��PLHVLÃFH��SDÕG]LHUQLN�å�JUXG]LHÌ�����

0DNV\PDOQH�]EOL×HQLH�VLÇ�GR�NRQVXPHQWD�Z�PRPHQFLH��Z�NWµU\P�RWZLHUD�RQ�

SLZR�+HLQHNHQ��FR�F]ÇVWR�PD�PLHMVFH�]�GDOHND�RG�NRPSXWHUD�L�VWDFMRQDUQHJR�

,QWHUQHWX��3RGREQÃ�IXQNFMÇ�GR�WHM�SRU\�Z\SHÊQLDÊ�606��DOH�PLDÊ�LVWRWQÃ�ZDGÇ�å�

ND×GH�]JÊRV]HQLH�NRGX�ZLÃ]DÊR�VLÇ�]�RSÊDWDPL�]D�Z\V\ÊNÇ�3UHPLXP�606�

:������URNX�SR�UD]�SLHUZV]\�GR�LVWQLHMÃF\FK�NDQDʵZ�UHMHVWUDFML�NRGµZ�

�ZZZ�L�606��Z�WHJR�W\SX�NDPSDQLDFK�]RVWDÊD�GRGDQD�DSOLNDFMD�PRELOQD�

Cel

��.RG\�45�XPLHV]F]RQH�QD�EXWHONDFK�RUD]�RSDNRZDQLDFK�]ELRUF]\FK�

�����NLHURZDÊ\�GR�VWURQ\�PRELOQHM��XPR×OLZLDMÃFHM�SREUDQLH�DSOLNDFML�

��.DPSDQLD�GLVSOD\�RQOLQH�RUD]�Z�NDQDOH�PRELOQ\P�

ï���,QIRUPDFMD�R�DSOLNDFML�E\ÊD�XPLHV]F]RQD�QD�VWURQLH�SURPRFML

�����QD�+HLQHNHQ�FRP�

Sposoby promocji

/RWHULD��/LFHQFMD�QD�Z\JU\ZDQLH���NWµUD�VW\OLVW\NÃ�QDZLÃ]XMH�GR�QDMQRZV]HJR�

ĆOPX�]�-DPHVHP�%RQGHP���6N\IDOO���VSRQVRURZDQHJR�SU]H]�+HLQHNHQ��1D�

SRWU]HE\�DNFML�SU]\JRWRZDQ\�]RVWD�GHG\NRZDQ\�VHUZLV�ZZZ�RUD]�DSOLNDFMD�

PRELOQD�GR�]ELHUDQLD�NRGµZ�VSRG�NDSVOL�L�]DZOHF]HN�+HLQHNHQD�

Projekt

U×\WNRZQLF\�PRJOL�]ELHUDÅ�NRG\�L�JURPDG]LÅ�MH�Z�DSOLNDFML�PRELOQHM��.RG\�

EUDÊ\�XG]LDÊ�Z�FRG]LHQQ\P�ORVRZDQLX�QDJUµG��WDEOHW\�6RQ\���NWµU\FK�Z\QLNL�

E\Ê\�QDW\FKPLDVW�SXEOLNRZDQH��.RG\�XPR×OLZLDÊ\�UµZQLH×�Z\PLDQÇ�QD�

QDJURG\�JZDUDQWRZDQH��NWµUH�PR×QD�E\ÊR�RGHEUDÅ�]�SR]LRPX�DSOLNDFML�

Opis

��/LF]ED�SREUD���������]�F]HJR����SURF��QD�$QGURLG�����SURF��QD�L26

ï����������]DUHMHVWURZDQ\FK�NRGµZ�SU]H]�DSOLNDFMÇ�PRELOQÃ�

ï���.RG\�]DUHMHVWURZDQH�SU]H]�DSOLNDFMÇ�PRELOQÃ�VWDQRZLÊ\����SURF�

�����ZV]\VWNLFK�NRGµZ�

Statystyki

Page 63: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

7R�E\ÊD�EDUG]R�ZLGRF]QD�DNFMD�RVWDWQLHJR�NZDUWDÊX�URNX�������3URPRF\MQH�

�WU]\SDNL���EXWHONL�L�SXV]NL�+HLQHNHQD�]�NRGDPL�45��GRVWÇSQH�E\Ê\�QLHPDO

Z�ND×G\P�VNOHSLH�L�ZLHÐFLÊ\��×H��FRÐ�PRELOQHJR��MHVW�QD�U]HF]\�

2VRELÐFLH�Z�WHM�NDPSDQLL�UD]LÊR�PQLH�QLHGRSUDFRZDQLH�NLONX�GHWDOL��QS��]E\W�

XERJL�Z\JOÃG�VWURQ\�PRELOQHM���DOH�FDÊD�DNFMD�MHVW�ZDUWD�RGQRWRZDQLD�

&LHV]Ç�VLÇ��×H�PR×HP\�SR]QDÅ�MHM�VNXWHF]QRÐÅ�

Monika Mikowska

Page 64: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

'RVWÇSQRÐÅ� � $SOLNDFMD�GRVWÇSQD�E\ÊD�Z����MÇ]\NDFK�QD���SODWIRUPDFK�PRELOQ\FK�

iOS, Android, Windows Phone, Blackberry, Symbian, Java i Bada

� � � RUD]�6DPVXQJèV�VLPSOLĆHG�26��:�WHM�FKZLOL�MHVW�MX×�QLHGRVWÇSQD�Z�PDUNHWDFK�

2ĆFMDOQD�DSOLNDFMD�PRELOQD�(XUR�������VWZRU]RQD�ZH�ZVSµÊSUDF\�]�8()$�L����

NUDMDPL�2UDQJH��1DMZD×QLHMV]H�IXQNFMH��ERJDWD�ELEOLRWHND�Z\ZLDGµZ�L�NRPHQ-

WDU]\�]H�ÐZLDWD�SLÊNL�QR×QHM��WHOHZL]\MQH�VNUµW\�PHF]µZ��WDEHOH�]�Z\QLNDPL��

VNÊDG\�]HVSRʵZ��NDOHQGDU]�PLVWU]RVWZ��GRVWÇS�GR�QDMSRWU]HEQLHMV]\FK�LQIRU-

PDFML�GOD�SRGUµ×XMÃF\FK�SR�3ROVFH�OXE�8NUDLQLH��RSLV\�PLDVW��V]F]HJµÊRZH�

RSLV\�GRMD]GµZ�GR�VWDGLRQµZ��6WUHI�.LELFD���G]LHOHQLH�VLÇ�ZLDGRPRÐFLDPL�]H�

]QDMRP\PL�SRSU]H]�VHUZLV\�VSRÊHF]QRÐFLRZH��IXQNFMH�JHRORNDOL]DF\MQH

L�UR]V]HU]RQHM�U]HF]\ZLVWRÐFL��Z\V]XNLZDUND�]QDMRP\FK�L�PLHMVF��JDOHULD�

HNVNOX]\ZQ\FK�]GMÇÅ�

Opis

3RGVWDZRZ\P�.3,�E\ÊD�JOREDOQD�OLF]ED�SREUDÌ�DSOLNDFML�PRELOQHM��:VNDÕQLN�

PLHU]RQ\�L�RFHQLRQ\�E\�Z�VHJPHQWDFK�SRG]LHORQ\FK�QD�SODWIRUP\�PRELOQH��

ORNDOL]DFMH�JHRJUDĆF]QH�RUD]�VNXWHF]QRÐÅ�SRV]F]HJµOQ\FK�NDQDʵZ�SURPRFML��

'RGDWNRZR�PLHU]RQH�E\Ê\�RFHQ\�L�UHFHQ]MH�Z�PDUNHWDFK�Z�SRG]LDOH�QD

SODWIRUP\�L�NUDMH�2UDQJH��:\QLNL�VSHÊQLÊ\�RF]HNLZDQLD�WZµUFµZ�

Mierniki sukcesu

ASOLNDFMD�PRELOQD�E\ÊD�F]ÇÐFLÃ�V]HURNLHM�NDPSDQLL�2UDQJH�3ROVND�]ZLÃ]DQHM

]�8()$�(XUR������Z�79��UDGLR��QD�ELOOERDUGDFK��Z�SUDVLH�L�,QWHUQHFLH�

:�PLDVWDFK�å�JRVSRGDU]DFK�(852������Z�3ROVFH�RNRÊR�����ì'LJLWDO

&RDFK�µZë�2UDQJH�ZVSLHUDÊR�NLELFµZ�SRPDJDMÃF�LP�Z�SREUDQLX�QD�WHOHIRQ

L�NRU]\VWDQLX�]�DSOLNDFML��7D�RVWDWQLD�IRUPD�SURPRFML�V]F]HJµOQLH�SR]\W\ZQLH�

]DVNRF]\ÊD�VZRMÃ�VNXWHF]QRÐFLÃ�

Promocja

ZREDF]�ĆOP

KWWS���HXUR�����RUDQJH�SO�DSOLNDFMD�(XUR����

ASOLNDFMD�PRELOQD��2IĆFLDO�8()$�(XUR�����ö

Klient UEFA i Orange

Wykonawca Orange Polska, Imano.com

Data publikacji NZLHFLH�����

Page 65: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Statystyki

DR�OLSFD������URNX�DSOLNDFMD�]RVWDÊD�SREUDQD�SRQDG�����POQ�UD]\��FR�SR]ZROLÊR�

MHM�X]\VNDÅ�VWDWXV�QDMSRSXODUQLHMV]HM�PRELOQHM�DSOLNDFML�VSRUWRZHM�QD�ÐZLHFLH��

=QDOD]ÊD�VLÇ�RQD�QD�SLHUZV]\P�PLHMVFX�ZÐUµG�QDMSRSXODUQLHMV]\FK�VSRUWRZ\FK�

DSOLNDFML�Z�VNOHSDFK�L7XQHV�L�*RRJOH�3OD\�Z�F]WHUHFK�HXURSHMVNLFK�NUDMDFK�

:�SRQDG����NUDMDFK�E\ÊD�WR�MHGQD�]���QDMF]ÇÐFLHM�SRELHUDQ\FK�DSOLNDFML

Z�F]DVLH�8()$�(XUR�������

Pozosta"e statystyki

ASOLNDFMD�]RVWDÊD�XUXFKRPLRQD�SRQDG����POQ�UD]\�L�Z\JHQHURZDÊD�����POQ�

RGVÊRQ��:�F]DVLH�PHF]µZ�8()$�(XUR������ÐUHGQLD�OLF]ED�MHGQRF]HVQ\FK�

X×\WNRZQLNµZ�Z\QRVLÊD�����W\VLÇF\��6HJPHQWDFMD�X×\FLD�ZJ�ORNDOL]DFML�

QLHVWHW\�QLH�E\ÊD�SURZDG]RQD�

Moim zdaniem

-HGQ\P�]�QDMZD×QLHMV]\FK�Z\GDU]HÌ�URNX������E\Ê\�0LVWU]RVWZD�(XURS\

Z�SLÊFH�QR×QHM��RGE\ZDMÃFH�VLÇ�Z�3ROVFH�L�QD�8NUDLQLH��D�PRELOQHM�UHDOL]DFML

LP�WRZDU]\V]ÃFHM�SR�SURVWX�QLH�PRJÊR�WX�]DEUDNQÃÅ��7R�SU]\NÊDG�SROVNLHM

UHDOL]DFML�EUDQGRZDQHM��ZGUR×RQHM�L�SURPRZDQHM�QD�PLÇG]\QDURGRZÃ�VNDOÇ��

=DÊR×HQLD��SRP\VÊ\��FRQWHQW�L�ÕUµGÊD�GDQ\FK�E\Ê\�SU]\JRWRZ\ZDQH�SU]H]�

SROVNL�]HVSµÊ�2UDQJH��:�PRMHM�RFHQLH�E\ÊD�WR�QDMEDUG]LHM�UR]EXGRZDQD�

DSOLNDFMD��GHG\NRZDQD�(XUR�������GRVWÇSQD�Z�WDPW\P�F]DVLH�Z�PDUNHWDFK

L�E\ÊDP�FLHNDZD�MHM�Z\QLNµZ��2UDQJH�3ROVND�RSUDFRZ\ZDÊD�L�DQDOL]RZDÊD�

Z\QLNL�Z�VNDOL�JOREDOQHM�L�W\ONR�]�QLHRĆFMDOQLH�X]\VNDQ\FK�LQIRUPDFML�ZLHP�

×H�OLF]ED�SREUDÌ�Z�3ROVFH��QD�ZV]\VWNLH�26��V]DFRZDQD�MHVW�Z�RNROLFDFK�

PLOLRQD��7R�EDUG]R�GREU\�Z\QLN�Z�SRUµZQDQLX�]�LQQ\PL�SROVNLPL�UHDOL]DFMDPL��

DOH�VNURPQ\�Z�SRUµZQDQLX�]�UHV]WÃ�ÐZLDWD��7HQ�IDNW�PQLH�QLH�G]LZL�

-HVWHÐP\�SU]HFLH×�QD�SRF]ÃWNX�PRELOQHM�HZROXFML�

Monika Mikowska

Page 66: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

1)&�Z�NDPSDQLL�UHNODPRZHM��'DUPRZ\�ELOHW�GR�0XOWLNLQD

Klient Nokia Poland

Wykonawca Wunderman Polska

=DNXS�PHGLµZ�� � Carat

Miejsce 0XOWLNLQR��=ÊRWH�7DUDV\��:DUV]DZD

Czas trwania ��������SDÕG]LHUQLND�����

W�SLHUZV]HM�NROHMQRÐFL�XF]HVWQLN�DNFML�GRW\NDÊ�Z\UDÕQLH�R]QDF]RQHJR�QD�

SODNDWDFK�PLHMVFD�]�WDJLHP�1)&��:�UH]XOWDFLH�RWZLHUDÊD�PX�VLÇ�VWURQD�PRELOQD��

QD�NWµUHM�PXVLDÊ�ZSLVDÅ�VZµM�QXPHU�WHOHIRQX�L�SRWZLHUG]LÅ�JR��1DVWÇSQLH�XF]HVW-

QLN�RWU]\P\ZD�Z�F]DVLH�U]HF]\ZLVW\P�NRG�ELOHWX�GR�0XOWLNLQD��Z�SRVWDFL�606�D��

.RG�WHQ�SRND]\ZDÊ�Z�NDVLH�L�RWU]\P\ZDÊ�GDUPRZ\�ELOHW��-HGHQ�XF]HVWQLN�PµJÊ�

RWU]\PDÅ�MHGHQ�ELOHW��6WURQÇ�]�IRUPXODU]HP�PµJÊ�RWZRU]\Å�MHG\QLH�SRVLDGDF]�

VPDUWIRQX�1RNLD�

'RGDWNRZR�QD�SODNDWDFK�L�VWDQGDFK�E\Ê\�XPLHV]F]RQH�NRG\�45��NLHUXMÃFH�QD�

VWURQÇ�PRELOQÃ��]�NWµUHM�PR×QD�E\ÊR�VLÇ�GRZLHG]LHÅ��FR�WR�MHVW�WHFKQRORJLD�1)&��

NWµUH�PRGHOH�1RNLD�MÃ�SRVLDGDMÃ�RUD]�JG]LH�L�]D�LOH�PR×H�MH�NXSLÅ��:�PLHMVFX�DNFML�

SU]HZLG]LDQR�+RW�6SRW�:L�)L�GOD�RVµE�QLHSRVLDGDMÃF\FK�SDNLHWµZ�GDQ\FK

Z�VZRLP�DERQDPHQFLH�RSHUDWRUVNLP�

'RGDWNRZR�Z�0XOWLNLQLH�XPLHV]F]RQ\�E\�HOHNWURQLF]Q\�VWDQG�]�WHOHIRQDPL�

1RNLD�]�1)&��JG]LH�XF]HVWQLF\�QLHSRVLDGDMÃF\�WHOHIRQX�]�1)&�PRJOL�

SU]HWHVWRZDÅ�G]LDÊDQLH�QRZHM�WHFKQRORJLL��:�0XOWLNLQLH�REHFQL�E\OL�UµZQLH×�

SURPRWRU]\��NWµU]\�VÊX×\OL�ZLHG]Ã�L�SRPRFÃ�QD�WHPDW�1)&�

Opis

/LF]ED�RGZLHG]LQ�VWURQ\�PRELOQHM��������8QLNDOQL�RGZLHG]DMÃF\��������

=HVNDQRZDQH�NRG\�45�������:\GDQH�ELOHW\�SU]H]�0XOWLNLQR������

Wyniki akcji

3RGVWDZRZ\P�]DÊR×HQLHP�DNFML�E\ÊD�SRSXODU\]DFMD�WHFKQRORJLL�1)&�RUD]

HGXNDFMD�NRQVXPHQWµZ��MDN�SURVWH�L�Z\JRGQH�MHVW�MHM�X×\FLH�

Cel

ZREDF]�ĆOP��'DUPRZ\�ELOHW�GR�NLQD�]�1RNLD�1)&�

KWWS���\RXWX�EH�9M(QN<B8PW�

Page 67: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Moim zdaniem

W�W\P�UR]G]LDOH�SRND]XMÇ�GZD�SURMHNW\�Z\NRU]\VWXMÃFH�1)&�L�QLHFK�QLH�

]UD×DMÃ�&LÇ�LFK�VNURPQH�Z\QLNL��$NFMD�]�GDUPRZ\PL�ELOHWDPL�E\ÊD�SLHUZV]Ã�

WHJR�W\SX�DNFMÃ�Z�3ROVFH��1DMZLÇNV]\�SOXV�SU]\]QDMÇ�]D�MHM�Z\PLDU�HGXNDF\MQ\��

-HVWHÐP\�QD�VDP\P�SRF]ÃWNX�SU]\JRG\�]�1)&��QDMSLHUZ�PXVLP\�MÃ�

XSRZV]HFKQLÅ�L�]DGEDÅ�R�MHM�]UR]XPLHQLH�SU]H]��]Z\NÊ\FK��X×\WNRZQLNµZ��

3RWHP�EÇG]LH�]�JµUNL��1D�U\QNX�SRMDZLDMÃ�VLÇ�NROHMQH�PRGHOH�WHOHIRQµZ�

Z\SRVD×RQH�Z�1)&��D�WHFKQRORJLÇ�WÇ�EÇG]LH�QLH]DOH×QLH�SRSXODU\]RZDÊ�UR]ZµM�

SÊDWQRÐFL�PRELOQ\FK��

Monika Mikowska

Page 68: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

1)&�Z�NDPSDQLL�UHNODPRZHM�22+��5HG�%XOO�6RXQGFODVK

Klient Red Bull, impreza muzyczna Red Bull Soundclash

Implementacja NFC 0REH[W�3ROVND

=DNXS�PHGLµZ�� � Dom mediowy MPG

Czas trwania ��������OLVWRSDGD�����

7U]\W\JRGQLRZD�NDPSDQLD�LPSUH]\�PX]\F]QHM��Z\NRU]\VWXMÃFD�QLHVWDQGDUGRZÃ�

UHNODPÇ�RXW�RI�KRPH��22+��Z�SRVWDFL�W]Z��êPX]\F]Q\FK�ZLDWë��1D����FLW\OLJKW-

DFK�]ORNDOL]RZDQ\FK�QD�ZLDWDFK�SU]\VWDQNRZ\FK�$06�Z�:DUV]DZLH�PR×QD�E\ÊR�

]HVNDQRZDÅ�HW\NLHWÇ�1)&�SU]\�SRPRF\�WHOHIRQX�Z\SRVD×RQHJR�Z�RGSRZLHGQL�

PRGXÊ�]EOL×HQLRZ\�OXE�DOWHUQDW\ZQLH�å�]HVNDQRZDÅ�NRG�45��(W\NLHW\�1)&�L�NRG\�

45�SURZDG]LÊ\�GR�VWURQ\�PRELOQHM�ZZZ�UHGEXOOVRXQGFODVK�UHGEXOODSSV�SO�TU���

QD�NWµUHM�PDUND�5HG�%XOO�XGRVWÇSQLÊD�IDQRP�$FLG�'ULQNHUV�RUD]�)LV]�(PDGH�

7ZRU]\ZR�XWZRU\�]HVSRʵZ�ZDOF]ÃF\FK�Z�5HG�%XOO�6RXQGFODVK��6WURQD�

XPR×OLZLDÊD�UµZQLH×�RGGDQLH�JÊRVX�QD�Z\EUDQ\�]HVSµÊ�

Opis

3RQDG�����VNDQµZ�45�L�1)&�ÊÃF]QLH��]�F]HJR����SURF��WR�VNDQ\�HW\NLHW�1)&���

���RVRE\�Z\VÊXFKDÊ\�XWZRUµZ�]HVSRʵZ�ZDOF]ÃF\FK�Z�5HG�%XOO�6RXQGFODVK��

SRQDG�����RVµE�RGGDÊR�JÊRV�QD�MHGHQ�]�]HVSRʵZ�

Statystyki kampanii

Page 69: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

���� $SSOH�L3KRQH��EUDN�1)&�

���� 6DPVXQJ�*DOD[\�1H[XV��1)&�

���� 6DPVXQJ�*7�,�����*DOD[\�6,,,��1)&�

���� 6RQ\(ULFVVRQ�07��L�;SHULD�1HR�9

���� 6DPVXQJ�*7�,����

���� 6DPVXQJ�*7�,�����*DOD[\�6�,,

���� 6RQ\(ULFVVRQ�/7��L�;SHULD�$UF�+'��1)&�

���� +7&�$�����'HVLUH�+'

���� +7&�3-������2QH�;��1)&�

����� +7&�;����(92��'��1)&�

Lista TOP 10 urz%dze! Komentarz

.DPSDQLD�PLDÊD�FKDUDNWHU�HNVSHU\PHQWDOQ\��D�GR�Z\NRU]\VWDQLD�1)&�VNÊRQLÊR�QDV�

SU]HF]XFLH��×H�Z�SU]\SDGNX�WDN�VSHF\ĆF]QHM�7*�GOD�NDPSDQLL�HYHQWX�MDNLP�E\Ê

6RXQG&ODVK��PÊRG]L�OXG]LH�]�:DUV]DZ\�R�GRFKRGDFK�Z\×V]\FK�QL×�SU]HFLÇWQH�

SHQHWUDFMD�]DDZDQVRZDQ\FK�WHOHIRQµZ�]�1)&�EÇG]LH�Z\×V]D�QL×�Z�SRSXODFML

�QLH�PD�U]HWHOQ\FK�GDQ\FK�QD�WHQ�WHPDW��DOH�WR�XÊDPHN�SURFHQWD��

2ND]DÊR�VLÇ��×H�VNDQ\�1)&��Z�FDÊHM�NDPSDQLL�VWDQRZLÊ\����SURF���QD�SRF]ÃWNX�NDPSD-

QLL�PRPHQWDPL����SURF����ÏZLDGF]\�WR�R�SRWHQFMDOH�VDPHM�WHFKQRORJLL�1)&��=�MHGQHM�

VWURQ\�PLHOLÐP\�GR�F]\QLHQLD�]�HIHNWHP�QRZRÐFL�L�VSRUR�X×\WNRZQLNµZ�FKFLDÊR�

VSUDZG]LÅ��MDN�WR�G]LDÊD��DOH�]�GUXJLHM�VWURQ\�MHVW�WR�SR�SURVWX�Z\JRGQLHMV]H���ÊDWZLHM

L�V]\EFLHM�Z\FLÃJQÃÅ�WHOHIRQ�]�NLHV]HQL�L�]EOL×\Å�JR�GR�SODNDWX�QL×�XUXFKDPLDÅ�DSOLNDFMÇ

L�]�RGSRZLHGQLHM�RGOHJÊRÐFL�VNDQRZDÅ�NRG�45��NWµU\�QLH�]DZV]H�MHVW�ÊDWZ\

GR�XFKZ\FHQLD�

Adrian Kielich0RELOH�0DUNHWLQJ�&RRUGLQDWRU��0REH[W�3ROVND

Page 70: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

5R]V]HU]RQD�U]HF]\ZLVWRÐÅ�Z�UHNODPLH�SUDVRZHM��2UDQJH

Klient

Wykonawca

Orange

MEC

Czas trwania ����������������

W�Z\EUDQ\FK�W\WXÊDFK�SUDVRZ\FK��P�LQ��*D]HWD�:\ERUF]D��0HWUR��3ROLW\ND��

9LYD��=ZLHUFLDGÊR��SRMDZLÊ\�VLÇ�SHÊQRVWURQLFRZH�UHNODP\�LQIRUPXMÃFH�R�QRZ\FK�

XVÊXJDFK�Z�RIHUFLH�2UDQJH��5HNODP\�VSHÊQLDÊ\�IXQNFMH�PDUNHUµZ�RGF]\W\-

ZDQ\FK�SU]H]�GDUPRZÃ�DSOLNDFMÇ�PRELOQÃ�$XUDVPD��$XUDVPD�WR�SU]HJOÃGDUND�

ZL]XDOQD��NWµUD�Z\NRU]\VWXMH�WHFKQRORJLÇ�U]HF]\ZLVWRÐFL�UR]V]HU]RQHM��ÊÃF]ÃFHM�

ÐZLDW�U]HF]\ZLVW\�]�WUHÐFLDPL�LQWHUDNW\ZQ\PL��DQLPDFMDPL�OXE�ĆOPDPL�YLGHR��

3R�XUXFKRPLHQLX�DSOLNDFML�L�QDMHFKDQLX�NDPHUNÃ�VPDUWIRQD�OXE�WDEOHWX�QD�]GMÇFLH�

Z�JD]HFLH��QD�HNUDQLH�XU]ÃG]HQLD�Z\ÐZLHWODÊ�VLÇ�UHNODPRZ\�ĆOP�YLGHR��.OLNQLÇFLH�

QD�ĆOP�SU]HQRVLÊR�X×\WNRZQLND�QD�VWURQÇ�LQWHUQHWRZÃ�2UDQJH�

Opis

W�F]DVLH�NDPSDQLL�NRQVXPHQFL�RGWZRU]\OL�]DV]\WH�Z�NUHDFML�SUDVRZHM�

PDWHULDÊ\�ZLGHR��������UD]\��OLF]ED�VNDQµZ���2]QDF]D�WR�Z\VRNL�SR]LRP�

]DLQWHUHVRZDQLD�LQQRZDF\MQ\P�SU]HND]HP�UHNODPRZ\P��SRQDG���FLR�NURWQLH�

Z\×V]\�QL×�ÐUHGQL�ZVNDÕQLN�&75�GOD�IRUPDWX�GRXEOH�ELOOERDUG��ZHGÊXJ�UDSRUWX�

JHPLXV$G0RQLWRU�4���

Wyniki akcji

Moim zdaniem

W�NLHUXQNDFK�UR]ZRMX�PDUNHWLQJX�PRELOQHJR�QD�URN������UHNRPHQGXM�NRU]\VWDQLH

]�PR×OLZRÐFL�L�]DVLÇJX�LVWQLHMÃF\FK�MX×��SRSXODUQ\FK�DSOLNDFML�PRELOQ\FK��']LÇNL�WHPX�QLH�

WU]HED�SRQRVLÅ�NRV]WµZ�QD�GHYHORSPHQW�ZÊDVQHM��QLH]DOH×QHM�DSOLNDFML��2WR�MHGHQ

]�SLHUZV]\FK�SROVNLFK�SU]\NÊDGµZ�HJ]HNXFML�WHJR�SRP\VÊX��&R�SUDZGD��Z�W\P

SU]\SDGNX�SUH]HQWRZDQH�WUHÐFL�Z�U]HF]\ZLVWRÐFL�UR]V]HU]RQHM�QLH�E\Ê\��HNVNOX]\ZQH���

DOH�W\ONR�Z\REUDÕP\�VRELH�V\WXDFMÇ��JG\�FRQWHQW��NWµU\�WZRU]\P\�QD�SRWU]HE\�NDQDÊX�

PRELOH�MHVW�XQLNDOQ\�L�QLHGRVWÇSQ\�]�LQQHJR�PLHMVFD��7R�GRSLHUR�JUDWND�GOD

NRQVXPHQWµZ�PRELOQ\FK�WUHÐFL��:�URNX������EÇGÇ�NLELFRZDÅ�WHJR�W\SX�SURMHNWRP�

Monika Mikowska

Page 71: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013
Page 72: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

Przewodnik po polskich !rmach mobileW�WHM�F]ÇÐFL�UDSRUWX�]QDMGXMÃ�VLÇ�ZL]\WµZNL�ĆUP��NWµUH�ÐZLDGF]Ã�XVÊXJL�Z�REV]DU]H�PRELOH�PDUNHWLQJX�L�UR]ZLÃ]DÌ�PRELOQ\FK�

%D]D�WD�]DZLHUD�D×����ĆUP��FR�Z�SUDNW\FH�F]\QL�MÃ�GRUDGFÃ�SU]\�Z\ERU]H�ĆUP\��]�NWµUÃ�]HFKFHV]�]UHDOL]RZDÅ�VZµM�SURMHNW�PRELOQ\�

FLUP\�SRG]LHORQH�VÃ�QD�QDVWÇSXMÃFH�NDWHJRULH�

W�ND×GHM�]�NDWHJRULL�ĆUP\�SUH]HQWRZDQH�VÃ�Z�NROHMQRÐFL�DOIDEHW\F]QHM�

THQ�UR]G]LDÊ�]DZLHUD�WUHÐFL�UHNODPRZH��-HÐOL�QLH�PD�WX�7ZRMHM�ĆUP\��D�MHVWHÐ�]DLQWHUHVRZDQ\�ZVSµÊSUDFÃ�

SURPRF\MQÃ�Z�SU]\V]Ê\FK�SXEOLNDFMDFK�MHVWHP�PREL��QDSLV]�GR�PQLH�QD�DGUHV�UHNODPD#MHVWHP�PREL�

��DJHQFMH�PDUNHWLQJX�PRELOQHJR

��PRELOH�GHVLJQ�VWXGLR

��VRIWZDUH�KRXVH\

��DXJPHQWHG�UHDOLW\

��PRELOH�ODEV

��UHVSRQVLYH�ZHE�GHVLJQ

��VLHFL�UHNODP\�PRELOQHM

��NDPSDQLH�606�006

ï���SÊDWQRÐFL�PRELOQH

��NUHDWRU�VWURQ�PRELOQ\FK

ï���QLH]DOH×Q\�PDUNHW�DSOLNDFML�L�JLHU�PRELOQ\FK

��EORJ��

Page 73: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013
Page 74: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A*(1&-(�0$5.(7,1*8�02%,/1(*2

:�WHM�NDWHJRULL�]QDMG]LHV]�ĆUP\��NWµUH�ÐZLDGF]Ã�XVÊXJL�Z�V]HURNR�UR]XPLDQ\P�PRELOH�PDUNHWLQJX��1LH�W\ONR�SURMHNWXMÃ�L�ZGUD×DMÃ�VWURQ\�L�DSOLNDFMH�

PRELOQH��DOH�UµZQLH×�RSUDFRZXMÃ�VWUDWHJLH�Z\NRU]\VWDQLD�PRELOH�Z�V]HUV]HM�NRPXQLNDFML�7ZRMHM�PDUNL��GRUDG]DMÃ��MDN�ZHMÐÅ�Z�WHQ�NDQDÊ��SODQXMÃ�FHOH��

SU]\JRWRZXMÃ�PHGLDSODQ\�L�NRPSOHNVRZR�REVÊXJXMÃ�NDPSDQLH�SURPRF\MQH�

0DUNHWLQJLHP�PRELOQ\P�]DMPXMHP\�VL�RG������URNX��'OD�

3DUWQHUµZ�ÊÃF]\P\�QDU]ÇG]LD�PDUNHWLQJX�PRELOQHJR��

DSOLNDFMH��$QGURLG��L26��:LQGRZV�3KRQH���606��006��

XVÊXJL�JÊRVRZH�]�:::��:VSµÊSUDFXMHP\�]�RSHUDWRUDPL�

NRPµUNRZ\PL��DJHQFMDPL�$7/��%7/��,QWHUDFWLYH�L�PDUNHW-

HUDPL�

1DVL�3DUWQHU]\��7�0RELOH��3*(�6�$���2UDQJH��*UXSD����

3D\EDFN��'LUODQJR��050�:RUOGZLGH�

-HVWHÐP\�DJHQFMÃ�PDUNHWLQJX�PRELOQHJR��7UDNWXMHP\�

PRELOH�MDNR�NROHMQ\�]�NDQDʵZ�GRWDUFLD�GR�NRQVXPHQWD��

1LH�FKFHP\�NRQNXURZD�]�LQWHUQHWHP��SULQWHP��F]\�

WHOHZL]M��6WRLP\�RERN�L�RWZLHUDP\�NOLHQWRP�NROHMQ�GURJ�

NRPXQLNDFML�PDUNHWLQJRZHM�]�NRQVXPHQWDPL�

*ROGHQ6XEPDULQH�WR�DJHQFMD�PDUNHWLQJX�LQWHUDNW\ZQHJR��

NWµUD�RSUDFRZXMH�VWUDWHJLF]QH�UR]ZLÃ]DQLD�]�Z\NRU]\VWD-

QLHP�ZV]\VWNLFK�NDQDʵZ�LQWHUQHWRZ\FK�L�PRELOQRÐFL��

:�UDPDFK�VZRLFK�NDPSDQLL�WZRU]\�DSOLNDFMH��PRELOQH�

VHUZLV\�ZZZ��UHNODPÇ�QD�XU]ÃG]HQLDFK�PRELOQ\FK��

.OLHQWDPL�DJHQFML�V�P�LQ��6NRGD��3.1�2UOHQ��+RQGD�

3RODQG��.RSDOQLD�6ROL�ì:LHOLF]NDê�

0DUFLQ�ÉDFLDN

[email protected]

+48 505 169 806

+48 22 312 1050

www.avantis.pl

www.digitaltouch.pl

www.goldensubmarine.com

.RQWDNW

RIĆFH#GLJLWDOWRXFK�SO

.RQWDNW

[email protected]

+48 61 664 72 30

+48 22 663 08 14

Page 75: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A*(1&-(�0$5.(7,1*8�02%,/1(*2

2G�SRQDG���ODW�UHDOL]XMHP\�LGHÇ�ê0RELOL]H��0RQHWL]Hë��

2EVÊXJXMHP\�NOLHQWµZ�]�3ROVNL�L�86$��1DOH×Ã�GR�QLFK�P�LQ��

+HLQHNHQ��'LDJHR��'DQRQH�

0RQHW\]DFMD�PRELOH�MHVW�ÊDWZLHMV]D��G]LÇNL�LQQRZDF\MQHM�

SODWIRUPLH�',3ö��NWµUD�SRWUDĆ�GRSDVRZDÅ��Z�F]DVLH�U]HF-

]\ZLVW\P��WUHÐFL�QD�HNUDQLH�WHOHIRQX�GR�SURĆOX�

X×\WNRZQLND�L�ZDUXQNµZ�]HZQÇWU]Q\FK��Z�NWµU\FK�VLÇ�

]QDMGXMH�

0REEHUU\�UHDOL]XMH�SHÊQÃ�REVÊXJÇ�Z�]DNUHVLH�PDUNHWLQJX�

PRELOQHJR��RG�VWUDWHJLL��SRSU]H]�SUDFH�NRQFHSF\MQH��D�SR�

ZGUR×HQLH�SURMHNWX�L�UHDOL]DFMÇ�G]LDÊDÌ�SURPRF\MQ\FK�

Z\NRU]\VWXMÃF\FK�VRFLDO�PHGLD�F]\�H�SU��7ZRU]\P\�

SURMHNW\�Z\NRU]\VWXMÃFH�1)&��5),'��NRG\�45�F]\�$5��

:ÐUµG�QDV]\FK�NOLHQWµZ�VÃ�P�LQ��3=8��.RPSDQLD

3LZRZDUVND��6VDQJ�<RQJ��1HWLD�

.D×GH�G]LDÊDQLH�Z�NDQDÊDFK�PRELOQ\FK�ZSLVXMHP\

Z�VWUDWHJLÇ�7ZRMHM�PDUNL��3URMHNWXMHP\�UR]ZLÃ]DQLD

�3���3LÇNQH��3URVWH�L�3UDNW\F]QH��'R�7ZRLFK�SRWU]HE�

GRELHUDP\�QDMOHSV]H�]HVSRÊ\�GHYHORSHUµZ��=DSURÐ�QDV

GR�SU]HWDUJX�L�SU]HNRQDM�VLÇ��×H�MHVWHÐP\�JURÕQL�GOD�QDV]HM�

NRQNXUHQFML�MDN�0HOYLOOHRZVNL�ZLHORU\E�GOD�×HJODU]\���

3LRWU�*U]ÃG]LHO

[email protected]

+48 606 642 266

www.lifeinmobile.pl www.mobberry.com www.mobeedick.com

.RQWDNW

[email protected]

+48 668 354 534

.RQWDNW

[email protected]

+48 604 196 082

Page 76: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

$JHQFMD�PDUNHWLQJX�PRELOQHJR�L�Z\ÊÃF]Q\�SU]HGVWDZLFLHO�

7�0RELOH�Z�REV]DU]H�PRELOH�DGYHUWLVLQJ��2IHUXMHP\�

XQLNDWRZH�UR]ZLÃ]DQLD�

��G\QDPLF]QH�JHRWDUJHWRZDQLH�606�006

�������Z\V\ÊND�Z�REUÇELH�RNUHÐORQHJR�REV]DUX�

ï���0RELOH�&DOO%DFN�)RUP�å�DXWRPDW\F]QH�SRGVWDZLDQLH

������QXPHUX�Z�IRUPXODU]DFK�OHDGRZ\FK

��SUH�LQVWDODFMD�DSOLNDFML�QD�IDEU\F]QLH�QRZH

������VPDUWIRQ\��$QGURLG��

02%,(0�WR�DJHQFMD�PDUNHWLQJX�PRELOQHJR��.OLHQFL�]QDMG�

WX�QDMQRZV]H�L�PLHU]DOQH�UR]ZLÃ]DQLD�WM��GLVSOD\�Z�VLHFLDFK�

PRELOQ\FK��ULFK�PHGLD��UR]V]HU]RQD�U]HF]\ZLVWRÐÅ��Z\V\ÊNL�

JHRWDUJHWRZDQH��2G�]DZV]H�MHVW�VROLGQ\P�GRVWDZF�GOD�

F]RÊRZ\FK�GRPµZ�PHGLRZ\FK�Z�3ROVFH�:�SRUWIROLR�

]QDMGXM�VL�NDPSDQLH�GOD�PDUHN�WM��2UDQJH��6NRGD��-HHS��

3(.$2�6�$�

.DURO�6XFKHQHN

[email protected]

+48 698 050 080

www.mobehave.com www.mobiem.pl

.RQWDNW

[email protected]

+48 22 241 19 44

0REH[W�WR�DJHQFMD�PRELOH�PDUNHWLQJX��EÇGÃFD�F]ÇÐFLÃ�

JUXS\�+DYDV��NWµUD�RG������URNX�NV]WDÊWXMH�VWUDWHJLH�

PRELOQH�GOD�QDMZLÇNV]\FK�PDUHN�QD�ÐZLHFLH�

$GULDQ�.LHOLFK

[email protected]

+48 608 662 398 (608 MOB EXT)

www.mobext.pl

A*(1&-(�0$5.(7,1*8�02%,/1(*2

Page 77: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

$JHQFMD�Z\VSHFMDOL]RZDQD�Z�EXGRZDQLX�L�ZGUD×DQLX�

VWUDWHJLL�PRELOH�GOD�PDUHN�L�EL]QHVµZ��0RELOL]HU�ZSURZ-

DG]D�VWUDWHJLF]QH�NRQFHSFMH�Z�SUDNW\FH�UHDOL]XMÃF�

SURMHNW\�PDUNHWLQJRZH��DSOLNDFMH��JU\��SODWIRUP\��RUD]�

]LQWHJURZDQH�NDPSDQLH�PRELOH��0RELOL]HU�]DMPXMH�VL�

WDN×H�NRPSOHNVRZÃ�REVÊXJÃ�PDUNHWLQJRZÃ�SURMHNWµZ

L�VSµÊHN�]�REV]DUX�RQOLQH�PRELOH�

www.mobilizer.com.pl

5DID�6WDV]NLHZLF]

[email protected]

+48 506 000 985

0RELOHSRLQW�]RVWDÊ�]DÊR×RQ\��E\�RGSRZLHG]LHÅ�QD�VWDOH�

URVQÃFH�]DSRWU]HERZDQLH�VHJPHQWX�PRELOQHJR�Z�3ROVFH��

:�FLÃJX�RVWDWQLFK�PLHVLÇF\�ZVSµÊSUDFRZDOLÐP\�]�ZLHORPD�

GRPDPL�PHGLRZ\PL�RUD]�PDUNDPL�WDNLPL�MDN��9RONVZDJHQ��

%XGLPH[��,1*��.RQVDOQHW��7.�7HOHFRP�L�ZLHOX�LQQ\FK��

-HVWHÐP\�NUHDW\ZQÃ�JUXSÃ�SDVMRQDWµZ�QRZRF]HVQ\FK�

WHFKQRORJLL�

www.mobilepoint.pl

.DWDU]\QD�%HGQDUVND

[email protected]

+48 695 11 22 02

A*(1&-(�0$5.(7,1*8�02%,/1(*2

6SHFMDOLÐFL�Z�VZRMHM�EUDQ×\��'RÐZLDGF]HQLH�����ODW�

2IHUWD��DSOLNDFMH�PRELOQH��VWURQ\�PRELOQH��XVÊXJL�

606�006��NRQNXUV\��ORWHULH��UR]V\ÊNL���,95�

&HO��GRVWDUF]DQLH�QDMQRZRF]HÐQLHMV]\FK�UR]ZLÃ]DÌ�R�

QDMZ\×V]HM�MDNRÐFL���3U]HZDJD�NRQNXUHQF\MQD��

LQQRZDF\MQRÐÅ��ZLHG]D��GRÐZLDGF]HQLH��1DJURG\��*ROGHQ�

$ZDUG�NRQNXUVX�6,0DJLQH��*ROGHQ�$UURZ�

6SUDZGÕ�QDV�

0RQLND�1LHFNDU]

[email protected]

+48 664 920 059

+48 12 44 66 901

www.mobiltek.pl

Page 78: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A*(1&-(�0$5.(7,1*8�02%,/1(*2

NRUEVRIW�RG������URNX�WZRU]\�RSURJUDPRZDQLH�GOD�

VPDUWIRQµZ�L�WDEOHWµZ��VSHFMDOL]XMÃF�VLÇ�Z�DSOLNDFMDFK�

X×\WNRZ\FK�L�EL]QHVRZ\FK��3U]\JRWRZDOLÐP\�MX×�SRQDG

���DSOLNDFML�GOD�VHNWRUD�EL]QHVRZHJR��%�%���Z�W\P�

QDJUDG]DQ�7XE�)0��$OOHJUR��3D\EDFN��6N\&DVK�F]\�

ÏURG\�]�2UDQJH��'R�JURQD�QDV]\FK�.OLHQWµZ�QDOH×Ã�]QDQH

L�V]DQRZDQH�ĆUP\�]�3ROVNL�L�]DJUDQLF\�

www.norbsoft.pl

7RPDV]�:LWW��0DULROD�6]\SV]DN

[email protected]

[email protected]

+48 511 000 666

+48 501 066 605

KRPSOHNVRZH�XVÊXJL��Z�REV]DU]H�NRPXQLNDFML�PRELOQHM��

P�LQ��DSOLNDFMH�L26��$QGURLG��:3��PRELOQH�ZZZ��UHNODPD

PRELOQD�L�XVÊXJL�606�006�,95��:\ÊÃF]Q\�SDUWQHU�$GREH�

Z�3ROVFH�RIHUXMÃF\�UR]ZLÃ]DQLH�'LJLWDO�3XEOLVKLQJ�6XLWH��

XPR×OLZLDMÃFH�SU]HQRV]HQLH�WUHÐFL�QD�WDEOHW\��.OLHQFL��

QDMZLÇNVL�Z\GDZF\��PDUNHWHU]\��DJHQFMH�UHNODPRZH��

LQWHUDNW\ZQH�L�FRQWHQW�PDUNHWLQJRZH�

www.optizenlabs.com

ÉXNDV]�.DZÇFNL

[email protected]

+48 600 018 890

POD\VRIW�MHVW�ÐZLDWRZ\P�JUDF]HP�Z�G]LHG]LQLH�UR]ZLÃ]DÌ�

PRELOQ\FK�

ï DSOLNDFMH�L�JU\�QD�ZV]\VWNLH�SODWIRUP\�PRELOQH

ï ��ODW�GRÐZLDGF]HQLD

ï ]HVSµÊ�SRQDG����VSHFMDOLVWµZ

ï NOLHQFL��0DVSH[�:DGRZLFH��GDZFD�SO��0HQèV�+HDOWK���

ï SDUWQHU]\��6DPVXQJ��0LFURVRIW��%ODFNEHUU\ð

ï QDJURG\��1DMOHSV]H�0HGLD�0RELOQH�ZH�)UDQFML

]D�PXOWLSODWIRUPRZH�DSOLNDFMH�GOD�G]LHQQLND�/H�)LJDUR�

3LHUUH�2OLYLHU�0RQWHLO

[email protected]

[email protected]

+48 519 300 462

+48 58 341 90 45

www.playsoftagency.com

Page 79: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A*(1&-(�0$5.(7,1*8�02%,/1(*2

5HDOL]XMHP\�SURMHNW\�NURMRQH�QD�PLDUÇ��GX×H�GOD�GX×\FK�

PDUHN��PQLHMV]H�GOD�VPDOO�EL]QHVX��3URMHNWXMHP\�VWUDWHJLH�

REHFQRÐFL�Z�PRELOH�V\QHUJLF]QH�]�LQQ\PL�G]LDÊDQLDPL�

NRPXQLNDF\MQ\PL��GHYHORSXMHP\�GR�QLFK�VWURQ\�L�DSOLNDFMH��

V]NROLP\��7ZRU]\P\�WH×�ZÊDVQH�SURMHNW\��JU\��WDSHW\

L�DSOLNDFMH�GOD�G]LHFL���3UDFRZDOLÐP\�P�LQ��GOD�.QRUU�

(1(/�0('��,1*��0RQH\�0DNHUV�

$UHN�8UEDQ

[email protected]

+48 505 141 787

www.welikecaps.com

TM

KRPSHWHQFMH�5HGPRELOH�WR�WZRU]HQLH�VWUDWHJLL�0RELOH�

6RFLDO��/RFDO��LFK�HJ]HNXFMD�Z�]DNUHVLH�NUHDFML��WZRU]HQLD�

DSOLNDFML�L�VWURQ�PRELOQ\FK��NDPSDQLL�606�RUD]�G]LDÊDÌ�Z�

PHGLDFK�VSRÊHF]QRÐFLRZ\FK��5HGPRELOH�SUDFRZDÊD�P�LQ��

GOD�WDNLFK�NOLHQWµZ�MDN�736$��(&&2��.)&���'D\V��&RFD-

&ROD��3RZHUDGH��%3��3*(��7�0RELOH��+H\DK��3RVWL�F]\�

3KLOLSV�

www.redmobile.pl

%RU\V�:UµEHO

[email protected]

+48 22 833 03 49

PURMHNWXMHP\�DQJD×XMÃFH�L�X×\WHF]QH�DSOLNDFMH�L�JU\�

PRELOQH��8Z]JOÇGQLDP\�QDMQRZV]H�WUHQG\�L�VSRÊHF]QR��

ÐFLRZ\�DVSHNW�NRU]\VWDQLD�]�XU]ÃG]HÌ�PRELOQ\FK���

6WZRU]\OLÐP\�VNDORZDOQÃ�SODWIRUPÇ�PRELOQÃ�'URSLQ��

RSDUWÃ�R�$5�L�JHRORNDOL]DFMÇ�RUD]�DSOLNDFMÇ�%UHNNLH��ÕUµGÊR�

LQVSLUDFML�GOD�PDUNHWLQJX�L�UHNODP\��

.OLHQFL��8QLOHYHU��0DUWLQL�%DFDUGL��7\PEDUN��(&&2��863�

=GURZLH�

www.gosalto.com

.RQWDNW

[email protected]

Business Development [email protected]

Page 80: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A*(1&-(�0$5.(7,1*802%,/1(*2

����LGHDV�MHVW�DJHQFMÃ�NUHDW\ZQÃ�WZRU]ÃFÃ�UR]ZLÃ]DQLD�

GOD�QRZ\FK�RUD]�MX×�LVWQLHMÃF\FK�PDUHN��6SHFMDOL]XMHP\�VLÇ�

Z�G]LDÊDQLDFK�Z�PHGLDFK�LQWHUDNW\ZQ\FK�RUD]�WHFKQROR-

JLDFK�PRELOQ\FK��'REUH�SRP\VÊ\�QLJG\�VLÇ�QDP�QLH�NRÌF]Ã��

:VSµÊSUDFXMHP\�]�PDUNDPL�WDNLPL�MDN�,Q3RVW��(DV\3DFN��

3:1��&('&��2SHUD�7),��,QIRUV\V��3%,��2QH�0HG��(YHUFDUH��

L%XN�/LEUD�

www.1000i.pl

.RQWDNW

[email protected]

+48 506 509 169

W�WKRNH�VSHFMDOL]XMHP\�VLÇ�ZH�ZVSRPDJDQLX�NOLHQWµZ

Z�NUHDFML�DUW\VW\F]QHM�SU]\�SURMHNWRZDQLX�PLÇG]\�LQQ\PL�

DSOLNDFML�PRELOQ\FK��'RÐZLDGF]HQLH��]GROQRÐFL�RUD]�JUXSD�

VSHFMDOLVWµZ�RG�XVDELOLW\��XVHU�H[SHULHQFH�SR]ZDOD�

WZRU]\Å�QLHSU]HFLÇWQH�SURMHNW\�RUD]�XWU]\P\ZDÅ�

Z\Uµ×QLHQLD�L�QDJURG\�]D�Z\JOÃG�L�X×\WHF]QRÐÅ�

[email protected]

+48 501 893 603

.RQWDNW

www.thoke.pl

02%,/(�'(6,*1�678',2

Page 81: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

:�WHM�NDWHJRULL�]QDMG]LHV]�ĆUP\��NWµU\FK�JʵZQÃ�RIHUWÇ�VWDQRZL�GHYHORSPHQW�DSOLNDFML�PRELOQ\FK��,FK�VLÊÃ�VÃ�NRPSHWHQFMH�WHFKQRORJLF]QH

L�GRÐZLDGF]RQH�]HVSRÊ\�SURJUDPLVWµZ��3U]\�ND×GHM�ĆUPLH�ZLGQLHMÃ�V\PEROH�V\VWHPµZ�RSHUDF\MQ\FK��Z�NWµU\FK�GDQ\�VRIWZDUH�KRXVH�VLÇ�VSHFMDOL]XMH�

$SSFKDQFH�WR�VWXGLR�GHZHORSHUVNLH�WZRU]ÃFH�DSOLNDFMH�

PRELOQH�]DUµZQR�QD�]OHFHQLH�NOLHQWµZ��MDN�L�Z�UDPDFK�

ZÊDVQ\FK�SURMHNWµZ��

:ÐUµG�NOLHQWµZ�$SSFKDQFH�]QDMGXMÃ�VLÇ�P�LQ��*UXSD�R���

/2UHDO�*URXS�F]\�)UHHVFDOH��1LHGDZQR�QD�U\QNX�SRMDZL�

VL�DXWRUVNL�SURMHNW�6WDUSLQ��SRUWDO�RUD]�DSOLNDFMD�QD�VPDUW-

IRQ\��SRND]XMÃFH�PLHMVFD�RUD]�Z\GDU]HQLD�Z�RNROLF\�

0LÊRV]�:µMFLN

PLORV]�ZRMFLN#DSSFKDQFH�FRP

+48 ������������

www.appchance.com

&R"�$SOLNDFMH�PRELOQH�QD�L26��$QGURLG��:LQGRZV�3KRQH�L�

%ODFN%HUU\��-DN"�1DW\ZQLH��ZHERZR��K\EU\GRZR�

'RÐZLDGF]HQLH"�0RELOQ\�NDWDORJ�SURGXNWµZ��HYHQW�PDQ-

DJHPHQW�V\VWHP���ÊÃF]HQLH�V\VWHPµZ�ZHERZ\FK�L�PRELO-

Q\FK��2VWDWQLD�UHDOL]DFMD��&RQYHQWLFD�FRP��SODWIRUPD�GR�

]DU]ÃG]DQLD�HYHQWDPL�ZUD]�]�DSOLNDFMDPL�PRELOQ\PL�GOD�

XF]HVWQLNµZ��3URMHNWXMHP\�L�SURJUDPXMHP\��

.RQWDNW

RIĆFH#GHVPDUW�FRP�

www.desmart.com

'URLGV�2Q�5RLGV�WR�VWXGLR�GHZHORSHUVNLH��NWµUH�Z�SRUWIR-

OLR�PD�WDNLFK�NOLHQWµZ�MDN�2QHW��8QLOHYHU��(GHQUHG�

:�SURMHNWDFK�Z\NRU]\VWXMHP\�UR]V]HU]RQÃ�U]HF]\ZLVWRÐÅ�

�$5���Ć]\NÇ�JLHU��1)&�L�NRG\�45��']LÇNL�GRÐZLDGF]HQLX�

]GRE\WHPX�SU]\�UHDOL]DFML�NLONXG]LHVLÇFLX�SURMHNWµZ�

PRELOQ\FK��MHVWHÐP\�VROLGQ\P�SDUWQHUHP��]�NWµU\P�RGQLH-

VLHV]�VXNFHV\�Z�ÐZLHFLH�PRELOH�

.RQWDNW

[email protected]

+48 535 637 643

www.thedroidsonroids.com

Page 82: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

FUHDNPRELOH�WR�QLH�W\ONR�JUXSD�VSHFMDOLVWµZ��DOH�SU]HGH�

ZV]\VWNLP�ZLHONLFK�IDQµZ�WHFKQRORJLL�PRELOQ\FK�

=DSHZQLDP\�NRPSOHNVRZH�XVÊXJL�SURMHNWRZDQLD

L�ZGUD×DQLD�DSOLNDFML�PRELOQ\FK�QD�SODWIRUP\�L26�

�L3KRQH�L3DG���$QGURLG�RUD]�:LQGRZV�3KRQH�

5HDOL]XMHP\�UµZQLH×�SURMHNW\�ZÊDVQH�%�&�

0DFLHM�.RODVLÌVNL

[email protected]

+48 602 613 300

+48 61 668 28 10

www.freakmobile.pl

([DPRELOH�6�$��MHVW�QDMQRZV]\P�SURMHNWHP��NWµU\�]RVWDÊ�

VWZRU]RQ\�Z�FHOX�SURMHNWRZDQLD�L�WZRU]HQLD�DSOLNDFML��JLHU�

QD�XU]ÃG]HQLD�PRELOQH��'R�NRÌFD�URNX������ÊÃF]QD�OLF]ED�

XQLNDWRZ\FK�X×\WNRZQLNµZ��NWµU]\�]DLQVWDORZDOL�QDV]H�

DSOLNDFMH�SU]HNURF]\ÊD�����W\Ð��D�OLF]ED�Z\ÐZLHWOHÌ�

UHNODP\�SU]HNURF]\ÊD����POQ�

.RQWDNW

[email protected]

+48 33 8107 710

www.examobile.com

*R$SSV�WZRU]Ã�SDVMRQDFL�WHFKQRORJLL�PRELOQ\FK��G]LÇNL�

]HVSRÊRZL�NWµU\�WZRU]Ã�GRÐZLDGF]HQL�SURJUDPLÐFL�L�NUHD��

W\ZQL�GHVLJQHU]\�WZRU]\P\�HOHJDQFNLH�Z\GDMQH�L�EH]SLHF-

]QH�DSOLNDFMH�PRELOQH�GRSDVRZDQH�GR�SRWU]HE�QDV]\FK�

NOLHQWµZ��

7ZRU]\P\�GHG\NRZDQH�RSURJUDPRZDQLH�QD�QDMSRSXODU-

QLHMV]H�SODWIRUP\�PRELOQH��Z\NRU]\VWXMÃFH�Z�SHÊQL�

PR×OLZRÐFL�VPDUWSKRQµZ�RUD]�WDEOHWµZ�

5REHUW�.RQGUDFNL

[email protected]

+48 693 776 186

www.goapps.pl

Page 83: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

1RZRF]HVQH�L�LQWXLF\MQH�UR]ZLÃ]DQLD�,7�Z�VHNWRU]H�%�%�

RUD]�%�&���'RVWDUF]DP\�XVÊXJL�L�SURGXNW\�GRVNRQDOH�

ZSLVXMÃFH�VLÇ�Z�ÐZLDWRZH�WUHQG\�UR]ZRMX�QRZRF]HVQ\FK�

DSOLNDFML�PRELOQ\FK�L�ZHERZ\FK�

:\EUDQL�NOLHQFL��791��(�PX]\ND��.¦UFKHU��7LJHU��/XEHOOD��

7\PEDUN��3ROVNL�/HN��3OXVVV]��$*+��*LQR�5RVVL��3OD\��

1DMFLHNDZV]D�UHDOL]DFMD�������.DSVHO�7\PEDUN�

��KWWSV���LWXQHV�DSSOH�FRP�SO�DSS�NDSVHO�W\PEDUN�LG���������"PW ��

-DURVÊDZ�.UµOHZVNL

[email protected]

+48 507 760 147

www.humanoitgroup.com

6SHFMDOL]XMHP\�VL�Z�WZRU]HQLX�DSOLNDFML�QD�ZV]\VWNLH�

QDMZD×QLHMV]H�SODWIRUP\�V\VWHPRZH���WDNLH�MDN��L26��

$QGURLG��:LQGRZV�3KRQH�RUD]�QDMQRZV]\�:LQGRZV���

=�VXNFHVHP�UHDOL]XMHP\�UµZQLH×�SURMHNW\�QD�60$57�79�å�

DSOLNDFMH�WHOHZL]\MQH���7ZRU]\P\�]JUDQ\�L�NUHDW\ZQ\�

]HVSµÊ��NWµU\�ÊÃF]\�Z�VRELH�SDVMÇ��LQQRZDF\MQRÐÅ�L�RGZDJÇ�

Z�SRGHMPRZDQLX�Z\]ZD�

.RQWDNW

[email protected]

+48 22 530 44 00

www.inforit.pl

Smart TV

1DV]\P�DWXWHP�MHVW�GRÐZLDGF]RQ\�]HVSµÊ��,QZHVWXMHP\�

ZH�ZÊDVQH�]DVRE\�L�ZVSLHUDP\�QDV]\FK�SDUWQHUµZ�ZH�

ZV]\VWNLFK�DVSHNWDFK�PDUNHWLQJX�PRELOQHJR��RG�VWUDWHJLL��

NUHDFML��SR�Z\VRNLHM�MDNRÐFL�SURGXNFMÇ�DSOLNDFML�L�JLHU�

PRELOQ\FK��']LDÊDP\�WDN×H�MDNR�ìZKLWH�ODEHOê��:\GDMHP\�

ZÊDVQH�SURGXNW\��7KH�0LON\�:D\�X]QDQR�]D�QDMOHSV]Ã�

SROVN�DSOLNDFM�QD�L26��*0������

$GDP�-HVLRQNLHZLF]

[email protected]

+48 22 378 37 02

www.inventica.mobi

Page 84: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

-2-2�0RELOH�3ROVND�VSHFMDOL]XMH�VL�Z�SURMHNWRZDQLX�

DSOLNDFML�QD�:LQGRZV�3KRQH��:LQGRZV����L26�RUD]�

$QGURLG��2IHURZDQH�XVÊXJL�REHMPXMÃ�

ï���WZRU]HQLH��ZGUD×DQLH�RUD]�G\VWU\EXFMÇ�DSOLNDFML�L�JLHU

ï���SURMHNWRZDQLH�LQWHUIHMVµZ�PRELOQ\FK

ï���GRUDG]WZR�Z�]DNUHVLH�UR]ZLÃ]DÌ�PRELOQ\FK

:ÐUµG�.OLHQWµZ�ĆUP\�]QDMGXMÃ�VLÇ�$JRUD�6$��*UXSD�

3ROVNDSUHVVH�L�7UDYHO�3ODQHW�

%DUWÊRPLHM�/R]LD

[email protected]

+48 601 050 325

www.jojomobile.eu

K,66�MHVW�ĆUPÃ�WHFKQRORJLF]QÃ�R�VLOQ\FK�NRPSHWHQFMDFK�

PDUNHWLQJRZ\FK��0RELOH�ZVSLHUDMÃF\�G]LDÊDQLD�UHNODPRZH�

L�VSU]HGD×��5HDOL]DFMH�Z������URNX��NOLHQW�EDQNRZRÐFL�

PRELOQHM��JUD�PLHMVND�]�Z\NRU]\VWDQLHP�$5��JUD�FDVXDORZD�

�SUHPLHUD��������DSOLNDFMD�:L+RPH�GR�REVÊXJL�GRPX�

LQWHOLJHQWQHJR�

0DWHXV]�=JXGD

[email protected]

+48 604 827 249

www.kissdigital.pl

K2''�WR�VRIWZDUH�KRXVH��NWµU\�WZRU]\�DSOLNDFMH�QD�

:LQGRZV�3KRQH�L�:LQGRZV����=DZV]H�VWDZLDP\�QD�MDNRÐÅ�

RUD]�ZVSDQLDÊ\�8;��FR�Z�SRÊÃF]HQLX�]�0HWUR�8,�VSUDZLD��L×�

X×\WNRZQLF\�QDV]\FK�NOLHQWµZ�VÃ�]DGRZROHQL��2IHUXMHP\�

DSOLNDFMH��ZKLWH�ODEHO���FRQVXOWLQJ��V]NROHQLD��SRUWRZDQLH�

RUD]�VXSSRUW�MX×�LVWQLHMÃF\FK�DSOLNDFML��NWµUH�Z\PDJDMÃ�

VWDÊHM�XZDJL�L�PLÊRÐFL�

0LHV]NR�/DVVRWD

[email protected]

+48 696 714 604

www.kodd.eu

Page 85: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

PURMHNWXMHP\�L�ZGUD×DP\�X×\WHF]QH�DSOLNDFMH�PRELOQH�

$QGURLG��L26��:LQGRZV�3KRQH��PRELOQH�VHUZLV\�LQWHU-

QHWRZH��NUHXMHP\�NRPSOHNVRZH�VWUDWHJLH�XVHU�H[SHULHQFH��

2IHUXMHP\�LQQRZDF\MQH�GHG\NRZDQH�SODWIRUP\��NRPXQL-

NDFMD�YLGHR��DXGLR�]LQWHJURZDQD�]�V\VWHPDPL�FRQWDFW�

FHQWHU��PRELOQH�DSOLNDFMH�H&RPPHUFH�RUD]�NRPSOHNVRZH�

V\VWHP\�JHRORNDOL]DF\MQH�

3DZHÊ�%LOLÌVNL

[email protected]

+48 508 350 908

www.lizardmobile.pl

-HVWHÐP\�MHGQ\P�]�F]RÊRZ\FK�GHYHORSHUµZ�DSOLNDFML�

PRELOQ\FK�QD�SROVNLP�U\QNX��']LDÊDP\�RG������URNX

L�SRVLDGDP\�Z�VZRLP�SRUWIROLR�SRQDG�����UHDOL]DFML��Z�W\P�

GOD�WDNLFK�PDUHN�MDN�2UDQJH��/RWWR��3ROVNLH�5DGLR��(PSLN�

F]\�$NDGHPLD�/HRQD�.RÕPLÌVNLHJR��3URMHNWXMHP\��

ZGUD×DP\�L�WHVWXMHP\�DSOLNDFMH�QD�ZV]\VWNLH�PRELOQH�

V\VWHP\�RSHUDF\MQH�

'DULXV]�.RFLÇFNL

[email protected]

+48 504 012 760

www.looksoft.pl

Java, Symbian, Smart TV

PURMHNWXMHP\�L�ZGUD×DP\�LQQRZDF\MQH�V\VWHP\�LQIRUPD-

F\MQH�QD�PLDUÇ�SRWU]HE�NOLHQWD��:ÐUµG�QDV]\FK�

QDMZD×QLHMV]\FK�UHDOL]DFML�]QDMGXMÃ�VLÇ��3ROLVK�*XLGH�å�

DSOLNDFMD�QD�(XUR�������PXOWLPHGLDOQ\�V\VWHP�LQIRUPD-

F\MQ\�0X]HXP�3DÊDFX�Z�:LODQRZLH��2GNRGXM�ɵGÕ��

DSOLNDFMD�L�SRUWDO�3ROVND�7UDYHO�GOD�3ROVNLHM�2UJDQL]DFML�

7XU\VW\F]QHM��SODQHU�Z\FLHF]HN�ZZZ�PDS�8�SO�

-RDQQD�*XEDÊD

[email protected]

+48 600 097 350

+48 42 23 65 123

www.MobileMS.pl

Page 86: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

FLUPD�SRZVWDÊD�Z������URNX�Z�Z\QLNX�Z\G]LHOHQLD�VLÇ�

G]LDÊX�]DMPXMÃFHJR�VLÇ�DSOLNDFMDPL�PRELOQ\PL�]�ĆUP\�

:KHHO�6\VWHPV�6S��R�R��6NXSLDP\�VL�QD�WZRU]HQLX

SURGXNWµZ�L�XVÊXJ�GOD�NWµU\FK�PRELOQRÐÅ�MHVW�LVWRWQÃ�

FHFK�

0DFLHM�.XFKDU]

RIĆFH#PREWHU�FRP

+48 509 603 606

www.mobter.com

PRVLDGDP\�GRÐZLDGF]HQLH�Z�EXGRZLH�PRELOQ\FK�

UR]ZLÃ]DÌ�]�]DNUHVX�EH]SLHF]HÌVWZD��SÊDWQRÐFL��VSU]HGD×\�

L�PDUNHWLQJX�RUD]�WZRU]HQLD�RSURJUDPRZDQLD�L�DSOLNDFML��

8×\ZDP\�QRZRF]HVQ\FK��D�MHGQRF]HÐQLH�VSUDZG]RQ\FK�

PRGHOL�GHZHORSHUVNLFK��SR]ZDODMÃF\FK�QD�V]\ENLH�L�

VSUDZQH�ZGUD×DQLH�UR]ZLÃ]DÌ�L�LFK�ÊDWZÃ�LQWHJUDFMÇ�]�

LVWQLHMÃF\PL�V\VWHPDPL��QLH]DOH×QLH�RG�LFK�ZLHONRÐFL�

$OHNVDQGUD�3RURZVND

[email protected]

+48 500 443 484

www.motteq.com

0RYH$SS�WR�VXEPDUND�DJHQFML�LQWHUDNW\ZQHM�0H��0\�

)ULHQGV��6SHFMDOL]XMH�VL�Z�SURMHNWRZDQLX�L�UHDOL]DFML�

DSOLNDFML�PRELOQ\FK�QD�SODWIRUP\�L26��L3KRQH��L3DG���

$QGURLG��:LQGRZV�3KRQH��.OLHQFL��*3:��.1)��*UXSD�

Ö\ZLHF��(PSLN��0DVSH[��0LDVWR�6]F]HFLQ��/&�&RUS��

6LµGHPND��$OWHU$UW��&HQWUXP�Ö\GRZVNLH�Z�2ÐZLÇFLPLX�

.RQWDNW

[email protected]

+48 71 717 33 15

www.moveapp.pl

Java, Windows Mobile

Page 87: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

PURGXNXMHP\�Z\VRNLHM�MDNRÐFL�RSURJUDPRZDQLH�L�JU\�QD�

ZLRGÃFH�SODWIRUP\�PRELOQH��7ZRU]\P\�DSOLNDFMH�SRG�

ZÊDVQÃ�PDUNÃ�RUD]�QD�]OHFHQLH�NOLHQWD��1DMEDUG]LHM�]QDQH�

DSOLNDFMH�WR�,3/$�QD�SODWIRUP\�PRELOQH��SURMHNW�5HGHĆQH���

7ZRMD�3RJRGD�L�DSOLNDFMD�$XJPHQWHG�5HDOLW\��1RZ\�

:\PLDU�6XNLHQQLF��1DV]\P�RVWDWQLP�SURMHNWHP�MHVW�JUD�QD�

L3KRQH��$QRWKHU�'UHDP��

.RQWDNW

RIĆFH#VLURFFRPRELOH�FRP

www.siroccomobile.com

Java, Symbian, Meego

6PDUW]LOOD�QDGFKRG]L��8U]ÃG]HQLD�PRELOQH�WR�QDV]D�SDVMD��

7ZRU]\P\�DSOLNDFMH��PRELOQH�VWURQ\�ZZZ�RUD]�UR]ZLMDP\�

ZÊDVQH�SURGXNW\��3UDFXMHP\�GOD�NOLHQWµZ�LQG\ZLGXDOQ\FK��

DJHQFML�RUD]�RUJDQµZ�X×\WHF]QRÐFL�SXEOLF]QHM��:LHU]\P\��

×H�ND×GHJR�PR×QD�]PRELOL]RZDÅ��6PDUW]LOOD�]PRELOL]RZDÊD�

QDZHW�JPLQ\�å�ì0RELOQ\�6DPRU]ÃGê�RJDUQLD�3ROVNÇ�

3DZH�:RV]NRZVNL

[email protected]

[email protected]

+48 668 259 574

+32 724 96 76

www.smartzilla.pl

$SOLNDFMH�PRELOQH�UHDOL]XMHP\�NRPSOHNVRZR���]DF]\QDMÃF�

RG�LGHL��NRÌF]ÃF�QD�ĆQDOQ\P�SURGXNFLH��'HYHORSXMHP\�QD�

L26��$QGURLG��:LQGRZV�3KRQH��=�QDV]\FK�UR]ZLÃ]DÌ�

NRU]\VWDM�P�LQ��6DPVXQJ��791��7KLUG,URQ��5DGLVK��

:\JUDOLÐP\���PLÇG]\QDURGRZH�NRQNXUV\�QD�DSOLNDFMH�

PRELOQH��-H×HOL�FKFHV]�PLHÅ�SHZQRÐÅ��×H�7ZRMD�DSOLNDFMD�

EÇG]LH�QLH]DZRGQD��]JÊRÐ�VLÇ�GR�QDV�

.RQWDNW

[email protected]

+48 691 538 689

www.proexe.pl

TIZEN

Page 88: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

62)7:$5(�+286(6

2G������U��VNXSLDP\�VLÇ�QD�SURMHNWDFK�Z\PDJDMÃF\FK�

]DDZDQVRZDQ\FK�WHFKQRORJLL��']LDÊ\���VRIWZDUH���LQWHUDF-

WLYH���PRELOH���ODE��WZRU]Ã�GHG\NRZDQH�UR]ZLÃ]DQLD�,7��

DSOLNDFMH�PRELOQH��LQWHUDNW\ZQÃ�NRPXQLNDFMÇ�RUD]�ÊÃF]Ã�

Uµ×QH�WHFKQRORJLH�Z�UDPDFK�MHGQHJR�SURMHNWX��:������U��

]QDOHÕOLÐP\�VLÇ�Z�JURQLH�'HORLWWH�7HFKQRORJ\�)DVW���&(

L�)DVW����(0($�

-DNXE�6]\PRQLN

RIĆFH#VRIWKLV�FRP

+48 784 956 840

+48 12 350 55 55

www.softhis.com

TZRU]HQLH�PRELOQ\FK�VWURQ�LQWHUQHWRZ\FK�Z�DXWRUVNLP�

V\VWHPLH�DSOLNDFML��=DOHW\��PR×OLZRÐÅ�V]\ENLHM�HG\FML�WUHÐFL��

Z\ERUX�VNDORZDOQ\FK�QDU]ÇG]L��JHQHUDFMD�45�NRGµZ

]�SR]LRPX�VWURQ\��VWDW\VW\NL��LQWHJUDFMD�]�VRFLDO�PHGLD��

ZLUWXDOQÃ�SRF]WµZNÃ�LWS��$XG\W�VWURQ��GRUDG]WZR�

NDPSDQLH�]�Z\NRU]\VWDQLHP�QDU]ÇG]L�PRELOQ\FK�

LQWHUDNW\ZQH�ÐFLH×NL��SURPRFMD�PLHMVF�

.RQWDNW

[email protected]

+48 888 215 888

www.ssmm.pl

PURMHNWXMHP\�L�WZRU]\P\�DSOLNDFMH�PRELOQH��L26

L�$QGURLG���×H�V]F]HJµOQ\P�QDFLVNLHP�QD�8VHU�([SHULHQFH�

2IHUXMHP\�NRPSOHNVRZÃ�REVÊXJÇ��UR]ZµM�NRQFHSFML�

SURGXNWX��V]\ENLH�SURWRW\SRZDQLH��GRUDG]WZR��V]NROHQLD���

:VSµÊSUDFXMHP\�]�ĆUPDPL�]�3ROVNL��.DQDG\��6]ZHFML��86$

L�:LHONLHM�%U\WDQLL���/XELP\�WR��FR�URELP\�L�]DSUDV]DP\�GR�

URELHQLD�WHJR�ZVSµOQLH���

-DFHN�/DPSDUW

[email protected]

+48 602 133 599

www.twistedhq.com

Page 89: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

G5$),.$��'��$8*0(17('�5($/,7<

6SHFMDOL]XMHP\�VL�Z�LQWHUDNW\ZQ\FK�L�]DDZDQVRZDQ\FK�

DSOLNDFMDFK��'��]ZÊDV]F]D�Z�]DVWRVRZDQLDFK�]�$5�å�

VNXSLDP\�VL�QD�W\P�MDNR�MHG\QL�Z�3ROVFH��'RVNRQDOH�

UR]XPLHP\�WHFKQRORJLH�L�WZRU]\P\�DSOLNDFMH�PRELOQH�

QDMZ\×V]HM�MDNRÐFL��2VWDWQLD�QDV]D�UHDOL]DFMD�E\ÊD�SRND]HP�

UR]ZLÃ]DÌ�PDUNHWLQJRZ\FK�SU]\V]ÊRÐFL�SRGF]DV�Z\VWDZ\�

Z�0X]HXP�6]WXNL�1RZRF]HVQHM�Z�:DUV]DZLH�

3LRWU�.RÕQLHZVNL

[email protected]

+48 506 348 418

www.3rstudio.com

62)7:$5(�+286(6

6SHFMDOL]XMHP\�VL�Z�DUFKLWHNWXU]H�L�WZRU]HQLX�DSOLNDFML�

PRELOQ\FK��6XNFHV�MHVW�PR×OLZ\�ZWHG\��JG\�DSOLNDFMD�

Z\QLND�]�SRWU]HE�JUXS\�GRFHORZHM��D�MHM�Z\NRQDQLH�MH�

RG]ZLHUFLHGOD��3U]\JRWRZXMHP\�VWUDWHJLH�P�EL]QHVX��

DQDOL]\�U\QNX��SURMHNWXMHP\�L�Z\NRQXMHP\�DSOLNDFMH��

LQWHJUXMHP\�MH�]�LVWQLHMÃF\PL�V\VWHPDPL��]DU]ÃG]DP\�

DSOLNDFMDPL�Z�VNOHSDFK��3URZDG]LP\�NRQVXOWLQJ�

.RQWDNW

[email protected]

+48 664 446 226

www.whoopitupstudios.com

Page 90: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

02%,/(�/$%6

:�WHM�NDWHJRULL�]QDMGXMÃ�VLÇ�ĆUP\��NWµUH�Z�VZRMHM�G]LDÊDOQRÐFL�NRQFHQWUXMÃ�VLÇ�QD�UHDOL]DFML�ZÊDVQ\FK�SURMHNWµZ�%�&�

�Uµ×QHJR�W\SX���'RGDWNRZR�ÐZLDGF]Ã�WH×�XVÊXJL�NRQVXOWLQJRZH�GOD�SROVNLFK�NOLHQWµZ�

$SSYHWLFD�WR�ODE�WZRU]ÃF\�DSOLNDFMH�PRELOQH�VSHFMDOL]XMÃF\�

VL�Z�SODWIRUPDFK�L26��$QGURLG�RUD]�:LQGRZV�3KRQH��1DV]�

WHDP�WZRU]Ã�RVRE\�SUDFXMÃFH�Z�EUDQ×\�RG�ZLHOX�ODW��

-HVWHÐP\�WZµUFDPL�P�LQ��DSOLNDFML�7\\SH��ÐFLÃJQLÇWHM�SRQDG�

���W\VLÇF\�UD]\�

3LRWU�7XV]\ÌVNL

[email protected]

+48 792 288 646

www.appvetica.com

TZRU]\P\�RSURJUDPRZDQLH�GOD�V\VWHPµZ�L26�L�26�;��6Ã�

WR�DXWRUVNLH�SURGXNFMH�]�G]LHG]LQ��WDNLFK�MDN�QS��

SURGXNW\ZQRÐÅ��UR]U\ZND��JU\��DSOLNDFMH�GOD�G]LHFL��2SUµF]�

ZÊDVQ\FK�SURGXNWµZ��ÐZLDGF]\P\�XVÊXJL�GRUDGF]H�]�

]DNUHVX�DSOLNDFML�PRELOQ\FK��GHVLJQHUVNLH�L�GHYHORSHUVNLH��

1DV]\PL�NOLHQWDPL�VÃ�PLÇG]\QDURGRZH�NRUSRUDFMH�

NRQVXOWLQJRZH�L�VWDUWXS\�]�8.�L�86$�

=ELJQLHZ�6RELHFNL

[email protected]

+48 22 307 1007

+1 (408) 217-1455

www.macoscope.com

Page 91: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

5(63216,9(�:(%�'(6,*1

:�WHM�NDWHJRULL�]QDMG]LHV]�ĆUP\��VSHFMDOL]XMÃFH�VLÇ�Z�SURMHNWDFK�UHVSRQV\ZQ\FK�VHUZLVµZ�L�SRUWDOL�LQWHUQHWRZ\FK�

8QLNDOQLH�ÊÃF]\P\�ÐZLDGRPRÐÅ�JUDĆF]QÃ�]�ZLHG]Ã�

WHFKQRORJLF]QÃ��:LHU]\P\�Z�VLÊÇ�5HVSRQVLYH�:HE�'HVLJQ��

']LDÊDP\�Z�]ZLQQ\FK�PHWRG\NDFK�L�]H�V]F]HJµOQÃ�

GEDÊRÐFLÃ�R�MDNRÐÅ��2IHUXMHP\�:HE�GHVLJQ��)URQWHQG�

GHYHORSPHQW��*UDSKLF�GHVLJQ�

1DVL�NOLHQFL�P�LQ��7RS6HFUHW��%13�3DULEDV�5HDO�(VWDWH��

0LQLVWHUVWZR�*RVSRGDUNL��*).�3RORQLD��+HOLRQ�

$QQD�=DUXG]ND

[email protected]

[email protected]

+48 32 7390 943

www.chilid.pl

L�VNOHS�SO�WR�]HVSµÊ�VSHFMDOL]XMÃF\�VLÇ�Z�WZRU]HQLX�

GHG\NRZDQHJR�RSURJUDPRZDQLD�GOD�VNOHSµZ�LQWHU-

QHWRZ\FK��-DNR�QLHOLF]QL�Z�3ROVFH�SRVLDGDP\�UHDOL]DFMH

Z�UHVSRQVLYH�ZHE�GHVLQJ��QS��ZZZ�WDLZDQJXQ�FRP��

ZZZ�NLGVUHSXEOLF�SO���:������URNX�]GRE\OLÐP\�=ÊRW\�

0HGDO�073�]D�RSURJUDPRZDQLH�VNOHSµZ�LQWHUQHWRZ\FK�

G]LDÊDMÃF\FK�Z�EUDQ×\�IDVKLRQ��ZZZ�GHH]HH�SO��

3DZH�6]HZF]\N

[email protected]

+48 798 05 86 73

www.i-sklep.pl

Page 92: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

7D�JUXSD�ĆUP�WR�VLHFL�UHNODP\�PRELOQHM��NWµUH�RIHUXMÃ�REVÊXJÇ�NDPSDQLL�UHNODPRZ\FK�

L�ÊÃF]Ã�LQWHUHV\�Z\GDZFµZ�L�UHNODPRGDZFµZ�

6,(&,�5(./$0<�02%,/1(-

6LHÅ�PRELOQD�DGULQR�MHVW�GRVWDZFÃ�PRELOQ\FK�UR]ZLÃ]DÌ�

PDUNHWLQJRZ\FK�L�WHFKQRORJLL�VÊX×ÃFHM�GR�UHDOL]DFML��

SRPLDUX�L�RSW\PDOL]DFML�NDPSDQLL�UHNODPRZ\FK�QD�

XU]ÃG]HQLDFK�PRELOQ\FK��DGULQR�G]LÇNL�Z\NRU]\VWDQLX�

XQLNDOQHM�WHFKQRORJLL�]DSHZQLD�GRVNRQDÊH�PR×OLZRÐFL�

]DUµZQR�GOD�SURJUDPLVWµZ�DSOLNDFML�PRELOQ\FK��UHNODPR-

GDZFµZ�D�WDN×H�X×\WNRZQLNµZ�

$G7RWDO�SU]\JRWRZXMH�L�UHDOL]XMH�QLHVWDQGDUGRZH�DNFMH�

UHNODPRZH�ìV]\WH�QD�PLDUÇë�NOLHQWD��NDPSDQLH�ULFK�PHGLD

L�GLVSOD\�Z�VHUZLVDFK�RUD]�DSOLNDFMDFK�PRELOQ\FK��Z�W\P�

PRELOQHM�:3�3/��å�]�RSFMÃ�WDUJRZDQLD�P�LQ��JHRJUDĆF]-

QHJR��QD�PRGHOH�WHOHIRQµZ���SURGXFHQWD���V\VWHP�RSHUD-

F\MQ\��6LH�JZDUDQWXMH�NRPSOHNVRZH�SODQRZDQLH��

ZGUD×DQLH��REVÊXJÇ�NDPSDQLL�

6LH�UHNODP\�+DQG\1HW�SRPDJD�UHNODPRGDZFRP�

Z\NRU]\VWDÅ�QRZH�PR×OLZRÐFL��MDNLH�GDMH�LQWHUQHW�PRELOQ\�

L�GRWU]HÅ�GR�MHJR�X×\WNRZQLNµZ��']LÇNL�QDP�

ï���Z\NRU]\VWDV]�QDMV]\EFLHM�UR]ZLMDMÃFH�VLÇ�PHGLXP�

������LQWHUDNW\ZQH�

ï���RWZRU]\V]�QRZH�NDQDÊ\�NRPXQLNDFML�]H�VZRLPL�

������NOLHQWDPL�

ï���]QDMG]LHV]�EH]SLHF]QH�ÐURGRZLVNR�GOD�VZRMHM�PDUNL��

������G]LÇNL�SDUWQHURP�]�VHJPHQWX�SUHPLXP�

*U]HJRU]�&K\OLÌVNL

[email protected]

+48 501 311 269

+48 22 2112 161

www.adrino.pl

www.adtotal.pl

www.handynet.pl

$JQLHV]ND�)HUHQF

[email protected]

+48 22 57 67 523

.RQWDNW

[email protected]

+48 22 555 40 09

+48 507 095 532

Page 93: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

6,(&,�5(./$0<�02%,/1(-

02%,6.<�MHVW�SLHUZV]�VLHFL�SUHPLXP�UHNODP\�PRELOQHM�

Z�3ROVFH��=U]HV]D�QDMSRSXODUQLHMV]H�SROVNLH�DSOLNDFMH��&R�

W\G]LHÌ�DNWXDOL]XMH�VZµM�SDNLHW��2IHUXMH�GRVWÇS�GR�

VWDW\VW\N�Z�F]DVLH�ELH×ÃF\P��6SHFMDOL]XMH�VLÇ�Z�NDPSDQ-

LDFK�5LFK�0HGLD��:\NRU]\VWXMH�QLHVWDQGDUGRZH�IRUPDW\�

RUD]�VDPRG]LHOQLH�WZRU]\�NUHDFMH�NDPSDQLL��02%,6.<�

RVLÃJD���POQ�88�Z�PLHVLÃFX�

0REL:D\�WR�VLHÅ�UHNODPRZD�LQWHJUXMÃFD�VHUZLV\�L�

DSOLNDFMH�PRELOQH��:VSµÊSUDFXMHP\�]�QDMZLÇNV]\PL�RJµO-

QRSROVNLPL�L�ORNDOQ\PL�Z\GDZFDPL��]DSHZQLDMÃF�RSW\-

PDOQ\�]DVLÇJ�QD�SRWU]HE\�]OHFRQ\FK�NDPSDQLL��2G�SUDZLH

GZµFK�ODW�UHDOL]XMHP\�G]LDÊDQLD�GOD�QDMZLÇNV]\FK�PDUHN�

D�ZÐUµG�QDV]\FK�UHIHUHQFML�VÃ�P�LQ��9ROYR��3ROEDQN��*UXSHU��

::)��3&.�

PODWIRUPD�UHNODP\�L�PDUNHWLQJX�PRELOQHJR��NWµUD�RG�

SRQDG���ODW�]�VXNFHVHP�RIHUXMH�UR]EXGRZDQH�XVÊXJL�

WZRU]HQLD��]�Z\NRU]\VWDQLHP�WHFKQRORJLL�+70/����RUD]�

HPLWRZDQLD��]D�SRPRF�DGVHUZHUD��]DDZDQVRZDQ\FK�

IRUP�UHNODPRZ\FK�QD�SROVNLFK�VWURQDFK�PRELOQ\FK

L�Z�DSOLNDFMDFK��2VWDWQLH�UHDOL]DFMH��1RZH�5HQDXOW�&OLR��

9RONVZDJHQ������(GLWLRQ��6DPVXQJ��%=:%.�

.RQWDNW

[email protected]

+48 22 241 19 44

www.mobisky.pl www.mobiway.pl

www.mobizzy.pl

.U]\V]WRI�6WHSDMWLV

[email protected]

+48 664 733 388

.RQWDNW

[email protected]

Page 94: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

1HW$IĆOLDWLRQ�QDOH×\�GR�JUXS\�.ZDQNR�L�ÐZLDGF]\�XVÊXJL�

SHUIRUPDQFH�PDUNHWLQJX��UµZQLH×�QD�XU]ÃG]HQLD�PRELOQH��

8QLNDOQD�WHFKQRORJLD�SR]ZDOD�QD��VHUZRZDQLH�UHNODP��

NWµU\FK�JʵZQ\P�NU\WHULXP�GRERUX�VÃ�SUHIHUHQFMH�

]DFKRZDQLD�L�]DDQJD×RZDQLH�X×\WNRZQLNµZ��

:\EUDQL�.OLHQFL��9RGDIRQH��6NRGD��'«FDWKORQ��7RP7RP��

7R\RWD��7(6&2��1HZVZHHN��,%0��6($7��/HUR\�0HUOLQ�

ZZZ�QHWDIĆOLDWLRQ�FRP

0LFKDÊ�6RÊW\V

[email protected]

+48 728 879 584

6,(&,�5(./$0<�02%,/1(-

5HDOL]XMHP\�NDPSDQLH�SU]\�X×\FLX�IRUP�VWDQGDUGRZ\FK��

PRELERDUG��UHFWDQJOH��OLQN�UHNODPRZ\��:\PDJDMÃF\P�

NOLHQWRP�UHNRPHQGXMHP\�HNVNOX]\ZQ\�PDJD]\Q�QD�

VWURQLH�JʵZQHM�P�2QHW�SO��MDN�URZQLH�ULFK�PHGLD�

3URGXNXMHP\�DSOLNDFMH�PRELOQH�]�X×\FLHP�NRQWHQWX�

GRVWÇSQHJR�Z�UDPDFK�JUXS\�2QHW�RUD]�DSOLNDFMH�

QDU]ÇG]LRZH��NWµUH�SURPXMHP\�ZÐUµG�QDV]\FK�

X×\WNRZQLNµZ�

$GDP�$XJXVW\QLDN��.DPLO�:µMWRZLF]��-DNXE�5XWNRZVNL

[email protected]

[email protected]

[email protected]

+48 662 280 607

+48 603 159 740

+48 662 280 571

http://reklama.onet.pl/produkty/mobile/50

42430,kategoria-produktu.html

Page 95: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

5($/,=$&-$�L�2%6É8*$�.$03$1,,�606��006

:�WHM�NDWHJRULL�]QDMG]LHV]�ĆUP\��ĆUP\�VSHFMDOL]XMÃFH�VLÇ�Z�NDPSDQLDFK�606��006��906��XVÊXJL�,95��LWG�

BOXH�0HGLD�6$�QDOH×\�GR�QDMEDUG]LHM�LQQRZDF\MQ\FK�ĆUP�

WHFKQRORJLF]Q\FK�Z�3ROVFH��6SµÊND�GRVWDUF]D�V\VWHP\�GOD�

EDQNµZ�RUD]�LQVW\WXFML�ĆQDQVRZ\FK��.RQFHQWUXMH�VLÇ�QD�

REVÊXG]H�SODWIRUP�WUDQVDNF\MQ\FK��GR�NWµU\FK�QDOH×Ã�

GRÊDGRZDQLD�NDUW�SUH�SDLG��EDQNRZH�606�\��SR×\F]NL�

RQOLQH��XEH]SLHF]HQLD�SU]H]�,QWHUQHW�RUD]�SÊDWQRÐFL

L�SU]HOHZ\�PLÇG]\EDQNRZH�

.RQWDNW

[email protected]

+48 58 5555 305

www.bluemedia.pl

PODWIRUPD�6HUZHU606�SO�MHVW�OLGHUHP�Z�G]LHG]LQLH�

PDVRZHM�Z\V\ÊNL�606��006��606�92,&(��906��Z�3ROVFH��

2EHFQLH�]�XVÊXJ�SODWIRUP\�NRU]\VWD�SRQDG������NOLHQWµZ��

FR�MHVW�GRZRGHP�QD�ZFLÃ×�URVQÃFH�]DSRWU]HERZDQLH�QD�

XVÊXJL�PDUNHWLQJX�PRELOQHJR��.OLHQFL�3ODWIRUP\�

6HUZHU606�SO�JHQHUXM�UXFK�606�RZ\�QD�SR]LRPLH����

PLOLRQµZ�606�µZ�PLHVLÇF]QLH�

.RQWDNW

[email protected]

+48 800 900 220

+48 22 2112 040

www.serwersms.pl

5('/,1.�RIHUXMH�VNXWHF]Q�NRPXQLNDFM�]�PLOLRQDPL�

RGELRUFµZ�SRSU]H]�Z\NRU]\VWDQLH�ZV]\VWNLFK�GRVWÇSQ\FK�

NDQDʵZ�NRPXQLNDFML�HOHNWURQLF]QHM��606��006��906

L�(�0$,/��Z�MHGQ\P�PLHMVFX���]DSHZQLDMÃF�SHÊQÃ�

DXWRPDW\]DFMÇ�SURFHVX�NRPXQLNDFML��QLH]DZRGQRÐÅ

L�EH]SLHF]HÌVWZR�SU]HND]X��Z�SRÊÃF]HQLX�]��SHÊQÃ�

SHUVRQDOL]DFMÃ�RUD]�V]F]HJµÊRZ\P�UDSRUWRZDQLHP�

7RPDV]�3DNXOVNL

[email protected]

+48 508 315 818

www.redlink.pl

Page 96: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

5($/,=$&-$�L�2%6É8*$.$03$1,,�606��006

606$3,�SO�WR�SODWIRUPD�PRELOQHJR�PDUNHWLQJX�

SR]ZDODMÃFD�QD�VDPRG]LHOQLH�SURZDG]HQLH�PRELOQ\FK�

NDPSDQLL�PDUNHWLQJRZ\FK�L�LQIRUPDF\MQ\FK�]�Z\NRU]\VWD-

QLHP�ZLDGRPRÐFL�606��006��JÊRVRZ\FK�906�RUD]�GRGDW-

NRZ\FK�UR]ZLÃ]DÌ�ZVSRPDJDMÃF\FK��QDU]ÇG]L�GR�WDUJH-

WRZDQLD�Z\V\ÊHN�F]\�DSOLNDFML�GR�]ELHUDQLD�ED]�GDQ\FK�

SRSU]H]�VWURQ\�ZZZ�L�SRUWDOH�VSRÊHF]QRÐFLRZH�

$QGU]HM�2JRQRZVNL

[email protected]

[email protected]

+48 32 7201 200

+48 501 125 770

www.smsapi.pl

'RVWDUF]DP\�HODVW\F]QH�L�EH]SLHF]QH�QDU]ÇG]LD�GR�

SÊDWQRÐFL�PRELOQ\FK��]GDOQ\FK�L�]EOL×HQLRZ\FK�

,QWHJUXMHP\�ĆUP\�P�FRPPHUFH�L�H�FRPPHUFH��V\VWHP\�

SÊDWQRÐFL��EDQNL��RSHUDWRUµZ�NRPµUNRZ\FK��']LÇNL�QDP�

UD]�]DUHMHVWURZDQÃ�NDUWÃ�SÊDWQLF]Ã�PR×HV]�]DSÊDFLÅ�

ZV]ÇG]LH�WDP��JG]LH�]REDF]\V]�]QDN�0DVWHU&DUG�0RELOH�

1DV]H�DXWRUVNLH�SURMHNW\�PR×QD�]REDF]\Å�QD�QDV]HM�

VWURQLH�

0DUFLQ�.RS\Ð

[email protected]

+48 502 660 218

www.uPaid.pl

PÉ$712Ï&,�02%,/1(

Page 97: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

N,(=$/(Ö1<�0$5.(7�$3/,.$&-,�,�*,(5�02%,/1<&+

-XXSVWRUH�WR�SLHUZV]\�SROVNL�VHUZLV�ZZZ��PRELOH�GR�

SURPRFML�L�VSU]HGD×\�DSOLNDFML�L�JLHU�PRELOQ\FK��SRG]LHOR-

Q\FK�QD�NDWHJRULH��JU\��DSOLNDFMH�X×\WNRZH��EL]QHV��

OLIH�VW\OH��H�ERRNL��QDZLJDFMD��LQQH��6\VWHP�RWZDUW\��

GRVWÇSQ\�GOD�SODWIRUP��$QGURLG��L26��:LQGRZV�3KRQH��

-DYD��,QWHJUDOQÃ�F]ÇÐFLÃ�MHVW�SRUWDO�1HZV�-XXSVWRUH�SO�å�

QHZV\��UDSRUW\�

'DULXV]�$GDPF]\N

[email protected]

+48 600 285 055

www.juupstore.pl

PRELOQD�SO�WR�EORJ�QD�WHPDW�FLHNDZRVWHN�]�U\QNX�PRELO-

QHJR��7HVW\�WHOHIRQµZ�RUD]�UHFHQ]MH�DSOLNDFML��3U]\NÊDG\�

FLHNDZ\FK�NDPSDQLL�PDUNHWLQJX�PRELOQHJR�

[email protected]

+48 660 333 377

.DPLO�%U]H]LÌVNL

www.mobilna.pl

%/2*�

1DU]ÇG]LH�SR]ZDODMÃFH�Z�SURVW\�VSRVµE�]EXGRZDÅ�L�XWU]\��

PD�VWURQ�PRELOQ��]RSW\PDOL]RZDQ�SRG�ZV]\VWNLH�

XU]ÃG]HQLD�SU]HQRÐQH��.D×G\�PR×H�VWZRU]\Å�WDNÃ�VWURQÇ��

:\VWDUF]\�Z\EUDÅ�V]DEORQ�JUDĆF]Q\�L�GRZROQLH�JR�

PRG\ĆNRZDÅ��]PLHQLDÅ�NRORU\��GRGDZDÅ�JUDĆNL��ZLGHR��

SU]\FLVNL�DNFML��LQWHJURZD�VL�]�*RRJOH0DSV��GRGD�

ZW\F]NL�VSRÊHF]QRÐFLRZH��IRUPXODU]�NRQWDNWRZ\�

[email protected]

+48 508 030 245

,ZRQD�5DG]LPLUVND

www.activemobi.com

.5($725�6752102%,/1<&+

Page 98: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

KIERUNKI ROZWOJU POLSKIEGO MARKETINGUMOBILNEGO NA ROK 2013

W tym rozdziale przedstawiam zbiór siedmiu rekomendacji dla

DNW\ZQRÐFL�Z�PRELOH�PDUNHWLQJX�QD�UR]SRF]ÇW\������URN�� �:�SUDVLH�

EUDQ×RZHM� SRSXODUQH�E\ÊR� OLVWRZDQLH� QDMZD×QLHMV]\FK� WUHQGµZ�� SRG�

G\NWDQGR�NWµU\FK�EÇG]LH�XSÊ\ZDÊ�WHQ�URN��,FK�F]ÇVW\P�PDQNDPHQWHP�

E\ÊR�QLHGRSDVRZDQLH�GR�UHDOLµZ�L�VSHF\ĆNL�SROVNLHJR�U\QNX�

PRVWDQRZLÊDP�ZLÇF�]URELÅ� FRÐ�ZLÇFHM��SµMÐÅ�R�NURN�GDOHM� L� RSUDFRZDÊDP�

JDUÐÅ�SRUDG��NWµUH�ZDUWR�PLHÅ�SRG�UÇNÃ�SRGF]DV�NV]WDÊWRZDQLD�VWUDWHJLL�

DNW\ZQRÐFL� Z� PDUNHWLQJX� PRELOQ\P�� � 0RMH� UHNRPHQGDFMH� X]XSHÊQLDP�

GDQ\PL� OLF]ERZ\PL� RUD]� NRPHQWDU]DPL� QLH]DOH×Q\FK� HNVSHUWµZ�� NWµUH�

GRGDWNRZR�XZLDU\JRGQLDMÃ� LFK�ZDJÇ��0DP�QDG]LHMÇ�� ×H�EÇGÃ�GOD�&LHELH�

LQVSLUXMÃFH�

Page 99: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

OPTYMALIZOWANIE STRON INTERNETOWYCH POD MOBILE

Z� SHUVSHNW\Z\� EUDQ×\� PRELOQHM�� WÇ� UHNRPHQGDFMÇ� FLÇ×NR� QD]ZDÅ�

RGNU\ZF]Ã�� �=�SXQNWX�ZLG]HQLD�NRQVXPHQWD�PRELOQ\FK�WUHÐFL� MHVW�WR�

MX×� DEVROXWQ\�Z\PµJ�� =� SXQNWX�ZLG]HQLD�PDUNHWHUµZ� �� RERZLÃ]HN��

NWµUHJR�QLHVSHÊQLHQLH�V]NRG]LÅ�EÇG]LH�ZL]HUXQNRZL�

7DN�MDN�URN������FKDUDNWHU\]RZD�VL�ERRPHP�QD�DSOLNDFMH�PRELOQH��

WDN�Z�URNX������ĆUP\�SRZLQQ\�PDVRZR�FKZDOLÅ�VLÇ�VZRLPL�VWURQDPL�

LQWHUQHWRZ\PL�� GRVWÇSQ\PL� EH]� Z]JOÇGX� QD� UR]PLDU� XU]ÃG]HQLD�� QD�

NWµU\P�VÃ�Z\ÐZLHWODQH�

-HGQ\P� ]H� VSRVREµZ� SRGÃ×DQLD� ]D� W\P� WUHQGHP� EÇG]LH� ZLHUQRÐÅ�

ĆOR]RĆL� 5HVSRQVLYH� :HE� 'HVLJQ�� 1DMEDUG]LHM� RF]\ZLVWH� UHDOL]DFMH����������

Z� 5:'� WR� UHVSRQV\ZQH� VWURQ\� NRUSRUDF\MQH�� 1DMFLHNDZV]H� EÇGÃ�

MHGQDN� ZGUR×HQLD� SRUWDOL� LQIRUPDF\MQ\FK� RUD]� VNOHSµZ� LQWHU�

QHWRZ\FK�

5:'� QLH� MHVW� UHNRPHQGRZDQD� GR� ND×GHJR� W\SX� SURMHNWX�� &]ÇVWR�

GHYHORSPHQW� GX×HM� VWURQ\� LQWHUQHWRZHM� Z� SRGHMÐFLX� 5:'� PR×H�

RND]DÅ�VLÇ�R�ZLHOH�GUR×V]\�DQL×HOL� UR]ZµM�GZµFK�QLH]DOH×Q\FK�VWURQ��

3RPLPR�WHJR��Z\EµU�SRGHMÐFLD�UHVSRQV\ZQHJR�F]\�WH×�DGDSW\ZQHJR�

MHVW�NRU]\VWQ\�GOD�ZL]HUXQNX�ĆUP\��NWµUD�FKFH�E\Å�SRVWU]HJDQD� MDNR�

QDGÃ×DMÃFD�]D�ÐZLDWRZ\PL�PRELOQ\PL�WUHQGDPL�

0LHVLÃF�WHPX�SRUWDO�0DVKDEOH�FRP�RSXEOLNRZDÊ�DUW\NXÊ�R�EDUG]R

]QDF]ÃF\P�W\WXOH��:K\������,V�WKH�<HDU�RI�5HVSRQVLYH�:HE�'HVLJQ

�ZZZ�PDVKDEOH�FRP������������UHVSRQVLYH�ZHE�GHVLJQ��

7R�MX×�ÐZLDWRZ\�WUHQG��3U]HQLHVLH�VLÇ�RQ�GR�SROVNLHM�EUDQ×\�H�FRPPHUFH�

:\VWDUF]\�SRF]HNDÅ�QD�SU]HÊRPRZ\�PRPHQW��NWµU\P�QD�SHZQR�EÇG]LH�

ZGUR×HQLH�VNOHSX�Z�5:'�SU]H]�MHGQHJR�GX×HJR�JUDF]D�QD�U\QNX��0R×H

MX×�WUZDMÃ�SUDFH�QDG�MHGQ\P�]�SROVNLFK�JLJDQWµZ�QD�U\QNX��D�P\�]REDF]\P\�

LFK�Z\QLN�QD�GQLDFK"�3RWHP�QDVWÃSL�ERRP�

3DZH�6]HZF]\N

&02��L�VNOHS�SO

Page 100: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

CONTENT IS KING

AUJXPHQWXMÃF� GRGDWNRZR� IDNW� GEDQLD� R� SU]\VWÇSQRÐÅ� WUHÐFL�

VHUZRZDQ\FK� PRELOQ\P� NRQVXPHQWRP� ]� SR]LRPX� XU]DG]H� PRELO�

Q\FK��]ZUDFDP�XZDJÇ�QD�NRQLHF]QRÐÅ�ZQLNOLZHM�DQDOL]\�SHÊQHM�GURJL��

MDNÃ�SU]HE\ZD�NRQVXPHQW�Z�NRQWDNFLH�]�GDQÃ�ĆUPÃ�SRSU]H]�VZµM�WHOH�

IRQ� NRPµUNRZ\�� 3R� SLHUZV]H�� Z\NRU]\VWXMÃF� VZµM� VPDUWIRQ������������������

SU]HPLHV]F]D� VLÇ� RQ� SRPLÇG]\� VWURQDPL� L� DSOLNDFMDPL� PRELOQ\PL��

]DUµZQR�QDV]HM�SURGXNFML�MDN�L�QLH]DOH×Q\PL��NWµUH�W\ONR�Z\NRU]\VWXMÃ�

QDV]� FRQWHQW� �QS�� SRUµZQ\ZDUNL� FHQRZH��� 7HQ� SURFHV� SRZLQLHQ� E\Å�

SÊ\QQ\�L�QLH�SRZRGRZDÅ�IUXVWUDFML��×H��]�NRPSXWHUD�L�WDN�VSUDZG]Ç�FRÐ�

V]\EFLHM���

3R�GUXJLH��PLHMP\�Z�SDPLÇFL�� ×H�GOD�QDV]\FK�NOLHQWµZ�QLH� VÃ� LVWRWQH�

XU]ÃG]HQLH� VWDFMRQDUQH� F]\�PRELOQH�� ]� NWµU\FK� NRU]\VWDMÃ�� D� WUHÐÅ��

NWµUÃ�FKFÃ�PLHÅ�]DZV]H�SRG�UÇNÃ��:DUWRÐÅ�FRQWHQWX�L�V]\ENL�GRVWÇS�GR�

QLHJR� SHÊQL� UROÇ� GRPLQXMÃFÃ� QDG� W\SHP� VSU]ÇWX�� ]� NWµUHJR� GR� QLHJR�

GRFLHUDP\�

W�QDMEOL×V]\P�F]DVLH�FRUD]�ZLÇNV]HJR�]QDF]HQLD�QDELRUÃ�NZHVWLH�]ZLÃ]DQH�

z RPQLNDQDÊRZRÐFLÃ��7UXGQR�MHVW�]QDOHÕÅ�MHGQR]QDF]QH�Uµ×QLFH�SRPLÇG]\�

RQOLQH��RIćLQH��PRELOH��NLHG\�ND×G\�]�W\FK�NDQDʵZ�PRFQR�VLÇ�SU]HSODWD�

D�VDPL�NOLHQFL�FKFÃ�L�SUµEXMÃ�QDSU]HPLDQ�NRU]\VWDÅ�]�Uµ×Q\FK�VSRVREµZ�

LQWHUDNFML�]�ĆUPDPL��0DUNL��NWµUH�FKFÃ�Z\NRU]\VWDÅ�SRWHQFMDÊ�]ZLÃ]DQ\

]�W\P�WUHQGHP��SRZLQQ\�VRELH�X]P\VÊRZLÅ��×H�NOLHQW�PR×H�]DF]ÃÅ��

NRQW\QXRZDÅ�L�]DNRÌF]\Å�XVÊXJÇ�Z�GRZROQ\P�NDQDOH��SU]HPLHV]F]DMÃF�

VLÇ�PLÇG]\�QLPL�

:VSµOQ\P�PLDQRZQLNLHP�GOD�Uµ×Q\FK�SODWIRUP�RGELRUX�NRPXQLNDFML�

PDUNHWLQJRZHM�MHVW�WUHÐÅ��-X×�G]LVLDM�REVHUZXMHP\�FRUD]�ZLÇNV]Ã�ZDJÇ��

NWµUÃ�VLÇ�GR�QLHM�SU]\NÊDGD��D�URN������EÇG]LH�QLHZÃWSOLZLH�NRQW\QXDFMÃ�WHM�

WHQGHQFML��7UHÐÅ�WR�QRZ\�ZHE�GHVLJQ�L�MHVW�QLHZÃWSOLZLH�QDMOHSV]\P�

GÊXJRWHUPLQRZ\P�QDU]ÇG]LHP�WZRU]HQLD�UHODFML�]�NOLHQWHP�

:RMFLHFK�&KRMQDFNL

6WUDWHJ\��'HYHORSPHQW�/HDGHU��6\PHWULD

Page 101: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

M$5.(7,1*�%$=8-Â&<�1$�*(2/2.$/,=$&-,

Z� GDQ\FK� 716�3ROVND�Z\QLND�� ×H� ��� SURF�� X×\WNRZQLNµZ� WHOHIRQµZ�

NRPµUNRZ\FK� Z� 3ROVFH� Z\NRU]\VWXMH� IXQNFMH� WHOHIRQµZ�� ]ZLÃ]DQH���������

]� JHRORNDOL]DFMÃ�� D� NROHMQH����SURF�� MHVW� ]DLQWHUHVRZDQD� LFK�X×\FLHP������

Z� QDMEOL×V]HM� SU]\V]ÊRÐFL�� :LHG]D� WD� ]DLPSOHPHQWRZDQD� GR� G]LDÊDÌ�

PDUNHWLQJRZ\FK� ĆUP� EXGXMH� SRPRVW� PLÇG]\� ÐZLDWHP� F\IURZ\P���������������

D�UHDOQ\P��:�PDUNHWLQJX�ED]XMÃF\P�QD�JHRORNDOL]DFML�FKRG]L�R�WR��E\�

GRFLHUDÅ� GR� NOLHQWD� ZH� ZÊDÐFLZ\P� PLHMVFX�� ZH� ZÊDÐFLZ\P� F]DVLH���������������

]� ZÊDÐFLZ\P� NRPXQLNDWHP� OXE� RIHUWÃ�� -DN� WR� URELÅ"� 0R×OLZRÐFL���������������������

L� JRWRZ\FK� QDU]ÇG]L� MHVW�ZLHOH�� D� RJUDQLF]D� QDV� MHG\QLH�Z\REUDÕQLD��

%ÃGÕ�REHFQ\�QD�SRUWDODFK� L�DSOLNDFMDFK�� ORNDOL]XMÃF\FK�7ZRMH�SXQNW\�

VSU]HGD×\� �XF]� VLÇ� QD� ]DJUDQLF]Q\FK� SU]\NÊDGDFK� XGDQ\FK� NDPSDQLL�

VSU]HGD×RZ\FK�]�Z\NRU]\VWDQLHP�)RXUVTXDUH���2QH�MX×�VDPH�Z�VRELH�

SRVLDGDMÃ� PHFKDQL]P\�� SUHPLXMÃFH� ORMDOQRÐÅ� L� SRZUDFDOQRÐÅ�� ÉDS�

NOLHQWD�Z�PLHMVFX�VSU]HGD×\���NRPXQLNXM�WDP��FR�GRGDWNRZR�RIHUXMHV]�

PX�Z�ÐZLHFLH�PRELOQ\P��6NÊDGDM�ZDUWRÐFLRZH�RIHUW\���MHÐOL�SRWHQFMDOQ\�

NOLHQW� EÇG]LH� Z� SREOL×X� 7ZRMHJR� VNOHSX� L� ]DXZD×\� XQLNDOQÃ� RIHUWÇ��

W\ONR�GOD�QLHJR��GRVWÇSQÃ�W\ONR��WX�L�WHUD]���EÇG]LH�EDUG]R�VNÊRQQ\�GR�

]DNXSµZ��:ÊDÐQLH�WDNL�PDUNHWLQJ�PRELOQ\�PD�UHDOQ\�ZSÊ\Z�QD�Z]URVW�

ZVNDÕQLNµZ�VSU]HGD×RZ\FK�

5RN������EÇG]LH�GREU\�GOD�VHUZLVµZ�W\SX�<HOS�L�)RXUVTXDUH��$SOLNDFMH�

]ZLÃ]DQH�]�JHRORNDOL]DFMÃ�VWDMÃ�VLÇ�Z�3ROVFH�FRUD]�EDUG]LHM�SRSXODUQH�

D�FRUD]�ZLÇFHM�OXG]L�V]XND�QD�QLFK�FLHNDZ\FK�PLHMVF�L�F]\WD�UHNRPHQGDFMH�

SU]HG�GRNRQDQLHP�Z\ERUX�

0DUWD�7RPF]DN

35�6SHFLDOLVW��6\QHUJ\�,7

Page 102: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

W<.25=<67$1,(�,671,(-Â&<&+�$3/,.$&-,�02%,/1<&+�-$.2�3/$7)250<'/$�'=,$É$Ë�:É$61<&+

KRU]\VWDM�]�SRSXODUQRÐFL�L�]DVLÇJX�LVWQLHMÃF\FK�MX×�DSOLNDFML�PRELOQ\FK��

]DPLDVW� GHYHORSRZDÅ� ZÊDVQH�� 3RP\ÐO� R� PR×OLZ\FK� V\WXDFMDFK��������������������

Z�NWµU\FK�WDNLH�UR]ZLÃ]DQLH�EÇG]LH�ÊDWZLHMV]H��Z\JRGQLHMV]H�L�WDÌV]H

�QLH�W\ONR�]H�Z]JOÇGX�QD�F]DV� L�NRV]W�Z\WZRU]HQLD�DSOLNDFML�PRELOQHM��

DOH� UµZQLH×� RJURPQ\� ZNÊDG� Z� MHM� RGSRZLHGQLÃ� SURPRFMÇ�� D� SRWHP�

GDOV]\�UR]ZµM���=DPLDVW�UHDOL]RZDÅ�DSOLNDFMÇ�PRELOQÃ��NWµUD�QD�7ZRLFK�

W]Z��PDUNHUDFK�EÇG]LH�Z\ÐZLHWODÅ�X×\WNRZQLNRZL�GRGDWNRZH�WUHÐFL�

Z� U]HF]\ZLVWRÐFL� UR]V]HU]RQHM�� VNRU]\VWDM� ]� DSOLNDFML� $XUDVPD� OXE�����

%OLSS$5�� =DPLDVW� ZGUD×DÅ� DSOLNDFMÇ� PRELOQÃ�� SR]ZDODMÃFD� URELÅ�

H�]DNXS\�Z�7ZRLP�VNOHSLH�VSR×\ZF]\P��ZVSµÊSUDFXM�]�ĆUPÃ�/LVWRQLF�

Z� SURMHNFLH� �=DPµZ� =DNXS\��� � 0R×H� QLH� ZDUWR� WZRU]\Å� ZÊDVQHJR�

UR]ZLÃ]DQLD� EXGXMÃFHJR� ORMDOQRÐÅ� ]DNXSRZÃ�� D� OHSLHM� SRGÊÃF]\Å� VLÇ�

SRG� UR]ZLMDMÃF\� VLÇ� SURMHNW� -XVWWDJ�SO�� 7DNLFK� SU]\NÊDGµZ�PR×QD� E\�

PQR×\Å�� :V]\VWNLH� ÊÃF]\� QDGU]ÇGQD� LGHD�� DE\� QLH� XF]\Å� QDV]\FK�

NOLHQWµZ�NRU]\VWDQLD�]�QRZHJR�QDU]ÇG]LD��W\ONR�Z\NRU]\VWDÅ�WH��NWµUH�

RG�GDZQD�]DLQVWDORZDQH�VÃ�QD�LFK�WHOHIRQDFK��:�URNX������PLHOLÐP\�

MX×�WU]\�SU]\NÊDG\�HJ]HNXFML�WHJR�SRP\VÊX�Z�3ROVFH��Z\NRU]\VWXMÃFH�

]DJUDQLF]QH�DSOLNDFMH�PRELOQH��=�$XUDVPÃ�ZVSµÊSUDFRZDÊ�7.�0$;;������

L� 2UDQJH� �SDWU]� UR]G]LD� �&DVH� VWXGLHV� �������� D� ]� 6KD]DPHP�����������������

0HUFHGHV�%HQ]�

Page 103: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

P238/$5<=2:$1,(�7(&+12/2*,,�1)&

1)&� �1HDU� )LHOG� &RPPXQLFDWLRQ�� MHVW� VWDQGDUGHP� NRPXQLNDFML�

EOLVNLHJR� ]DVLÇJX�� NWµU\� Z� PDUNHWLQJX� Z\NRU]\VW\ZDQ\� MHVW�

QDMF]ÇÐFLHM� GR� SU]HND]\ZDQLD� GRGDWNRZ\FK� LQIRUPDFML�� ]DV]\W\FK����������

Z� VSHFMDOQ\P� WDJX�� XNU\W\P� QD� SODNDFLH�� ELOOERDUG]LH�� XORWFH�������������������

ZL]\WµZFH�� LWS�� 1)&� VWDÊ� WH×� SRPRVWHP� GOD� GRNRQ\ZDQLD� SÊDWQRÐFL�

PRELOQ\FK�� 7R� QLH]Z\NOH� LQWXLF\MQH�� Z\JRGQH� L� GH� IDFWR� QDMV]\EV]H�

UR]ZLÃ]DQLH��XUXFKDPLDMÃFH�SURFHV�DNW\ZRZDQLD�GRGDWNRZ\FK�WUHÐFL�

F]\� DNFML�� ']LÐ� PµZLP\� GRSLHUR� R� MHM� QDURG]LQDFK� Z� 3ROVFH�� =DVLÇJ������������

Z�3ROVFH� V]DFRZDQ\� MHVW�REHFQLH�QD�RNRÊR����� W\VLÇF\�HJ]HPSODU]\�

WHOHIRQµZ������ZJ�GDQ\FK�GRPµZ�PHGLRZ\FK�]DMPXMÃF\FK�VLÇ�]DNXSHP�

PHGLµZ�PRELOQ\FK���5HDOL]DFMH�PDUNHWLQJRZH�]�Z\NRU]\VWDQLHP�1)&�

PLHOLÐP\� Z� 3ROVFH� QD� UD]LH� GZLH� �RELH� RSLVDQH� Z� UR]G]LDOH� �&DVH�������

VWXGLHV� �������� 'DOV]D� SRSXODU\]DFMD� WHM� WHFKQRORJLL� SRWU]HEXMH�

Z\VLÊNµZ����]�ZLHOX�VWURQ���SURGXFHQWµZ�WHOHIRQµZ�L�RSHUDWRUµZ�WHOH�

IRQLL�NRPµUNRZHM��VSU]HGD×�VÊXFKDZHN�Z\SRVD×RQ\FK�Z�PRGXÊ�1)&�����

PDUNHWHUµZ� �NUHDWRUµZ� ]DUµZQR� DQJD×XMÃF\FK�� MDN� L� HGXNDF\MQ\FK�

NDPSDQLL��L�VDP\FK�X×\WNRZQLNµZ��]UR]XPLHQLH�L�FRG]LHQQH�NRU]\VWD�

QLH�]�WHFKQRORJLL���7HQ�NLHUXQHN�UR]ZRMX�MHVW�MX×�SU]HVÃG]RQ\��7\�GHF\�

GXMHV]��QLH��F]\��D��NLHG\��VLÇ�GR�QLHJR�SU]\ÊÃF]\V]�

THFKQRORJLD�1)&�EÇG]LH�VLÇ�XSRZV]HFKQLDÅ�Z�3ROVFH�Z������URNX�EDUG]R�

V]\ENR��SU]HGH�ZV]\VWNLP�G]LÇNL�PRELOQ\P�SÊDWQRÐFLRP�]EOL×HQLRZ\P��

3ROVND�MX×�MHVW�MHGQ\P�]�QDMZLÇNV]\FK�U\QNµZ�SÊDWQRÐFL�]EOL×HQLRZ\FK

Z�(XURSLH��'OD�ZLHOX�RVµE�MX×�WHUD]�SRUWIHO�Z�VPDUWIRQLH�]�SRZRG]HQLHP�

]DVWÇSXMH�WUDG\F\MQH�NDUW\�SÊDWQLF]H��1)&�WR�WDN×H�QRZD�RIHUWD�GOD�

NOLHQWµZ��RSHUDWRUµZ�*60��EDQNµZ�RUD]�SURGXFHQWµZ�WHOHIRQµZ�

NRPµUNRZ\FK�D�ZLÇF�Z�LFK�LQWHUHVLH�MHVW�GDOV]\�UR]ZµM�L�MHM�UR]SRZV]HFKQL�

DQLH��-HÐOL�SRSDWU]\P\�QD�WUHQG�Z�Z\V]XNLZDUNDFK�WR�]DLQWHUHVRZDQLH�

1)&�RG�VW\F]QLD�GR�JUXGQLD������Z]URVÊR����NURWQLH�

,�QLF�QLH�ZVND]XMH��×HE\�1)&�Z�SU]\V]ÊRÐFL�Z\HOLPLQRZDÊR�]�U\QNX�NRG\�

45��2ED�UR]ZLÃ]DQLD�PRJÃ�IXQNFMRQRZDÅ�MHGQRF]HÐQLH��:\JRGD�

NRU]\VWDQLD�]�1)&�MHVW�R�ZLHOH�Z\×V]D��DOH�Z\PDJD�NRU]\VWDQLD�]�WDJµZ�

1)&��3URGXNFMD�45�NRGµZ�MHVW�SUDNW\F]QLH�EH]SÊDWQD��D�Z\NRU]\VWDQLH�

WDJµZ�NRV]WXMH��:\REUDÕP\�VRELH�NRV]W�SURGXNFML�UHNODP\�SUDVRZHM�]�45�

NRGHP�L�WDJLHP�1)&�L�MHM�SXEOLNDFMH�Z�PDJD]\QLH�R�QDNÊDG]LH�����W\VLÇF\�

V]WXN��3URGXNFMD�WHM�]�WDJLHP�EÇG]LH�R�ZLHOH�GUR×V]D��SRQLHZD×�PXVLP\�

]DNXSLÅ���������WDJµZ�RUD]�ZNOHLÅ�MH�GR�F]DVRSLVPD��'RGDQLH�GR�OD\RXWX�

45�NRGX�QLH�SRGUD×D�SURGXNFML�UHNODP\�

0DUFLQ�5HLFKPDQ

5HWDLO�0DUNHWLQJ�0DQDJHU��1RNLD�3RODQG

Page 104: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

A0$725=<�02%,/1(-�)272*5$),,

BDWDOLD�QD�OLF]EÇ�PHJDSL[HOL�Z�DSDUDWDFK�Z�WHOHIRQDFK�PLÇG]\�SURGX�

FHQWDPL� VÊXFKDZHN� WRF]\� VLÇ� SUDNW\F]QLH� RG� ]DZV]H�� :\GDMH� VLÇ�

MHGQDN��×H�Z\EXFKÊD�]H�]GZRMRQÃ�VLÊÃ�Z�PRPHQFLH��Z�NWµU\P�$SSOH�

SU]HGVWDZLÊ� L3KRQHD� �6� MDNR� QLHPDO� GRVNRQDÊ\� VXEVW\WXW� NRPSDN�

WRZHJR� DSDUDWX� IRWRJUDĆF]QHJR�� D� 1RNLD� Z\SRVD×\ÊD� /XPLÇ� ���������������

Z� ���PHJDSL[HORZ\� DSDUDW�� 1LNRJR� QLH� WU]HED� MX×� SU]HNRQ\ZDÅ�� ×H�

MHGQÃ� ]� U]HF]\�� NWµUÃ� ]DVWÇSXMH� ]� SRZRG]HQLHP� VPDUWIRQ� MHVW�

DSDUDW� IRWRJUDĆF]Q\�� 7UHQG� WHQ� PD� RG]ZLHUFLHGOHQLH� Z� OLF]EDFK��

:HGÊXJ�GDQ\FK�716�3ROVND�����SURF��X×\WNRZQLNµZ�WHOHIRQµZ�VWDUHM�

JHQHUDFML� L� D×� ��� SURF�� SRVLDGDF]\� VPDUWIRQµZ� GHNODUXMH� DNW\ZQH�

NRU]\VWDQLH� ]� WHM� IXQNFML� VZRMHJR�XU]ÃG]HQLD�PRELOQHJR��'H� IDFWR� WR�

QDMF]ÇÐFLHM� Z\NRU]\VW\ZDQD� IXQNFMD� WHOHIRQX� ]� NDWHJRULL� UR]U\Z�

NRZ\FK�

1LF� G]LZQHJR�� GODF]HJR� WDN� GX×Ã� SRSXODUQRÐFLÃ� FLHV]Ã� VLÇ� DSOLNDFMH�

PRELOQH� GOD� DPDWRUµZ�PRELOQHM� IRWRJUDĆL�� VNRUR� G]LÇNL� QLP� ]GMÇFLD���������

]� WHOHIRQµZ� NRPµUNRZ\FK� VWDMÃ� VLÇ� MHV]F]H� ÊDGQLHMV]H� L� VSUDZLDMÃ�

ZUD×HQLH� EDUG]LHM� SURIHVMRQDOQ\FK�� $SOLNDFMH� WR� QLH� ZV]\VWNR���������������������

:�VSU]HGD×\��V]F]HJµOQLH�]DJUDQLFÃ��MHVW�GRVWÇSQ\FK�ZLHOH�JDG×HWµZ�

GR�VPDUWIRQµZ��SR]ZDODMÃF\FK�QD�URELHQLH�SURIHVMRQDOQ\FK�]GMÇÅ��QS��

GRGDWNRZH� RELHNW\Z\� �UµZQLH×� GR� ]GMÇÅ� SDQRUDPLF]Q\FK��� ĆOWU\������

SRNURZFH�SR]ZDODMÃFH�URELÅ�]GMÇFLD�SRG�ZRGÃ��LWS��2UJDQL]RZDQH�VÃ�

UµZQLH×�NRQNXUV\�GOD�SURIHVMRQDOLVWµZ�PRELOQHM�IRWRJUDĆL��QS��L3KRQH�

3KRWRJUDSK\�$ZDUGV�Z�:LHONLHM�%U\WDQLL�

-DN�WH�IDNW\�SRZLQQL�LQWHUSUHWRZDÅ�SROVF\�PDUNHWHU]\"�3XÐFLÅ�ZRG]H�

Z\REUDÕQL�� MDN� WUHQG� PRELOQHM� IRWRJUDĆL� ZSOHÐÅ� GR� VZ\FK� G]LDÊDÌ������������

Z�PDUNHWLQJX�PRELOQ\P��&]DVHP�QLH�ZDUWR� MHVW� VLOL� VL� QD� LQQRZD�

F\MQH� UR]ZLÃ]DQLD�� NWµUH� QDMSLHUZ� WU]HED� X×\WNRZQLNRP�

Z\WÊXPDF]\Å�� =DFKÇFDP�� DE\� XSUDV]F]DÅ� SRP\VÊ\� QD� DNW\ZQRÐFL�����

Z�PDUNHWLQJX�PRELOQ\P��ER�Z�WHQ�VSRVµE�PR×QD�GR�QLFK�]DFKÇFLÅ����

R�ZLHOH�V]HUV]H�JURQR�XF]HVWQLNµZ�QL×�GRW\FKF]DV�

Page 105: Raport jestem.mobi: Marketing mobilny w Polsce 2012-2013

N$8.$��'2�&=(*2�32/$&<�1$-&=ÆÏ&,(-�:<.25=<678-Â�7$%/(7<

5RN� ����� ]DSDPLÇWDP� UµZQLH×� MDNR� URN�� Z� NWµU\P� UXV]\ÊD� Z� JµUÇ�

VSU]HGD×�WDEOHWµZ�Z�3ROVFH��1D�U\QNX�SRMDZLÊ\�VLÇ�WDEOHW\�GRVWÇSQH�]D�

PQLHM� QL×� ���� 3/1�� FR� VSRZRGRZDÊR�� ×H� LFK� ZÊDÐFLFLHODPL� VWDÊ\� VLÇ�

RVRE\� R� PQLHM� ]DVREQ\FK� SRUWIHODFK�� ']LÇNL� WHPX� �VPDUWIRQL]DFMD��

SROVNLHJR� VSRÊHF]HÌVWZD� SRVWÃSLÊD�� 5RN� ����� EÇG]LH� URNLHP��������������������

Z� NWµU\P� EÇG]LHP\� VLÇ� XF]\Å�� GR� F]HJR� QDVL� NOLHQFL� LFK� WDN�

QDSUDZG� Z\NRU]\VWXM�� 'R� F]\WDQLD"� 7DN�� DOH� W\ONR� QD� L3DGDFK��������������

=�GRÐZLDGF]HÌ�ĆUP�GHYHORSHUVNLFK��NWµUH�SRPDJDMÃ�Z\GDZFRP�SUD�

VRZ\P�ZFKRG]LÅ�Z�ÐZLDW�F\IURZ\�PR×QD�Z\VQXÅ�ZQLRVHN��×H�MHV]F]H�

PDÊR� NWR� F]\WD� QD� $QGURLG]LH� �ÐZLDGF]Ã� R� W\P� P�LQ�� Z\QLNL� 3XOVX�

%L]QHVX���RSLVDQHJR�Z�UR]G]LDOH��&DVH�VWXGLHV���������'R�]DNXSµZ"�

7\FK�VWDQGDUGµZ�EÇG]LHP\�VLÇ�XF]\Å�RG�]DJUDQLF]Q\FK�NROHJµZ��DOH�

SROVNLH� PRELOH� FRPPHUFH� GRSLHUR� EXGXMH� VZRMÃ� GRVWÇSQRÐÅ� QD�

XU]ÃG]HQLD�PRELOQH�

WHGÊXJ�EDGDQLD�*OREDO�7DEOHW�5HVHDUFK�SU]HSURZDG]RQHJR�SU]H]�0REH[W�L�,Q0REL����SURF��ZÊDÐFLFLHOL�WDEOHWµZ�GHNODUXMH��

×H�GRNRQXMÃ�]D�LFK�SRÐUHGQLFWZHP�]DNXSµZ��D����SURF��]�QLFK�SU]\]QDMH��×H�RG�PRPHQWX��NLHG\�QDE\OL�XU]ÃG]HQLH�PQLHM�

NXSXMÃ�Z�Ć]\F]Q\P�VNOHSLH�QL×�SU]H]�,QWHUQHW��:�3ROVFH�MX×�MHGQD�SLÃWD�UXFKX�PRELOQHJR�JHQHURZDQD�MHVW�SU]H]�WDEOHW\��D�LFK�

X×\WNRZQLF\�QDMZLÇFHM�F]DVX�VSÇG]DMÃ�QD�VWURQDFK�WUDQVDNF\MQ\FK��ZHGÊXJ�GDQ\FK�JHPLXV7UDIĆF���1D�NRQLHF������URNX�

OLF]ED�WDEOHWµZ�Z�3ROVFH�V]DFRZDQD�E\ÊD�QD�RNRÊR�����W\VLÇF\�

$GULDQ�.LHOLFK

0RELOH�0DUNHWLQJ�&RRUGLQDWRU��0REH[W�3ROVND

BDUG]R� SUDZGRSRGREQ\� Z� URNX� ����� MHVW� UR]ZµM� WUHÐFL� YLGHR��

GRVWÇSQ\FK�QD�FRUD]�ZLÇNV]Ã�VNDOÇ�]�SR]LRPX�XU]DG]HÌ�PRELOQ\FK�

0RLP�]GDQLHP�PRELOH�PDUNHWLQJ�EDUG]R�VLOQLH�EÇG]LH�ED]RZDÊ�QD�WUHÐFLDFK�YLGHR��*ʵZQH�SRZRG\�VÃ�GZD��WHPSR�×\FLD��NWµUH�

Z\PDJD�RG�QDV�SR]\VNLZDQLD�PDNV\PDOQLH�ZLHOX�LQIRUPDFML�Z�PR×OLZLH�QDMNUµWV]\P�F]DVLH�RUD]�UR]ZµM�WHFKQRORJLL��NWµUH�

SR]ZDODMÃ�QD�UHDOL]DFMÇ�W\FK�SRWU]HE��3RUWDOH�92'��DSOLNDFMH�PRELOQH�]�FRQWHQWHP�YLGHR�RUD]�WHOHZL]MH�LQWHUQHWRZH�EÇGÃ�

DQJD×RZDÊ\�X×\WNRZQLNµZ����K��GREÇ�Z�WU\ELH�RQ�GHPDQG�L�W\P�VDP\P�VSDÊDV]XMÃ�VSRUÃ�F]ÇÐÅ�WRUWX�PRELOH��7UHQG�YLGHR

Z�PRELOH�XPDFQLD�VLÇ�QD�=DFKRG]LH��FR�MHVW�GOD�QDV�LVWRWQÃ�ZVND]µZNÃ�L�RF]\ZLVW\P�NLHUXQNLHP��1DMQRZV]H�EDGDQLD�2R\DOD�

GRZRG]Ã��×H����SURF��RVµE�NRU]\VWDMÃF\FK�]�YLGHR�QD�WDEOHWDFK�RJOÃGD�PDWHULDÊ\����PLQXWRZH�L�GÊX×V]H��D�RNRÊR����SURF��

RGWZDU]D�]D�LFK�SRÐUHGQLFWZHP�SRQDGJRG]LQQH�WUHÐFL��QS��ĆOP\�SHÊQRPHWUD×RZH��3DPLÇWDMP\�R�W\P��ER�SRSXODUQRÐÅ�XU]ÃG]HÌ�

PRELOQ\FK�Z�3ROVFH�G\QDPLF]QLH�URÐQLH���ZHGÊXJ�UDSRUWX�$XG\WHOX�GOD�8U]ÇGX�.RPXQLNDFML�(OHNWURQLF]QHM��Z������U�PD�E\Å�

SRQDG���PLOLRQµZ�DNW\ZQ\FK��PRELOQ\FK�LQWHUQDXWµZ��0\ÐOÇ��×H�Z]URVW�SRSXODUQRÐFL�]DQRWXMÃ�UµZQLH×�WUDQVPLVMH�OLYH

]�FLHNDZ\FK�Z\GDU]HÌ��NRQFHUWµZ��IHVWLZDOL�QD�XU]ÃG]HQLDFK�PRELOQ\FK��0DUNHWLQJRZ\�SRWHQFMDÊ�YLGHR�Z�PRELOH�MHVW�RJURPQ\�

L�ZFLÃ×�QLH]DJRVSRGDURZDQ\�

-XG\WD�3RJRU]HOVND

3XEOLF�5HODWLRQV�0DQDJHU��,QV\V