Digital lanDscape: polanD
                                            DIGITAL LANDSCAPE: POLAND




               Polish
...
DIGITAL LANDSCAPE: POLAND




         Table of ConTenTs


    In brief......................................................
DIGITAL LANDSCAPE: POLAND




In brief
This.first.edition.of.Digital Landscape: Poland.report.is.the.most.comprehensive.st...
DIGITAL LANDSCAPE: POLAND




      1. Poland aT a glanCe

    Poland,.member.of.NATO.(since.1999).        broadband.conne...
DIGITAL LANDSCAPE: POLAND




  2. MaRkeT oveRvIew: bIggesT PlayeRs

Google.is.the.most.popular.website.in.           awar...
DIGITAL LANDSCAPE: POLAND




    are.the.biggest.Polish.media.houses..       advertising,.paid.content.services,.        ...
DIGITAL LANDSCAPE: POLAND




trading.and.since.February.2001.the.         Agora S.A. (owner of Gazeta.pl).              m...
DIGITAL LANDSCAPE: POLAND
DIGITAL LANDSCAPE: POLAND




                                              TOP DIGITAL MEDIA AGENCIES IN POLAND
   Fastbr...
DIGITAL LANDSCAPE: POLAND




     Bankier.pl S.A.                            tion.on.personal.funds,.investing,.     calc...
DIGITAL LANDSCAPE: POLAND




(operating.since.April.1999)..It.mainly.    group.acquired.the.majority.of.          capital...
DIGITAL LANDSCAPE: POLAND




       3. e-CoMMeRCe

     According.to.the.estimates.released.         for.three.quarters.o...
DIGITAL LANDSCAPE: POLAND




The value of the Polish
e-commerce market in 2006
was estimated to be
8 billion PLN (2.22 bi...
DIGITAL LANDSCAPE: POLAND




     offer.fresh.food.(e.g..Frisco.pl)..Apart.
     from.e-shops,.there.are.over.ten.
     o...
DIGITAL LANDSCAPE: POLAND
DIGITAL LANDSCAPE: POLAND




     In 2006 one in
     eight Poles and
     one in four Polish
     internet users did
   ...
DIGITAL LANDSCAPE: POLAND
DIGITAL LANDSCAPE: POLAND




higher.than.2.000.PLN.(550.EUR).

SMG/KRC.report.shows.that.in.2006.
Polish.online.shoppers....
DIGITAL LANDSCAPE: POLAND




  4. MaRkeT TRends In bRIef

Polish.internet.market.can.be.consi-.        The.only.example.o...
DIGITAL LANDSCAPE: POLAND




                                        POLISh INTERNET MARKET ACCELERATES
                 ...
DIGITAL LANDSCAPE: POLAND




Generacja.(with.more.than.2.million.users.    The.amount.of.venture-capital.invest-
a.month)...
DIGITAL LANDSCAPE: POLAND




       5. geTTIng sTaRTed: seTTIng UP a CoMPany In Poland

     It.will.be.an.exaggaration.t...
DIGITAL LANDSCAPE: POLAND
DIGITAL LANDSCAPE: POLAND




     capital.to.Poland:.market.size,.rela-        the.procedures.should.be.shorter,.easier. ...
DIGITAL LANDSCAPE: POLAND




Smaller.entrepreneurs.can.take.adventage.of.„tax.
credit”.which.means.that.they.are.entitled...
DIGITAL LANDSCAPE: POLAND




         6. vIews on Poland

                  Nigel Adams                                  ...
DIGITAL LANDSCAPE: POLAND




                Chris Modzelewski                                           Right.now.the.ma...
DIGITAL LANDSCAPE: POLAND




       7. aboUT InTeRneT sTandaRd

     about the authors:

                  Michał Grzecho...
DIGITAL LANDSCAPE: POLAND




ADVERTISING                                                       CSO,.Computerworld,.GamePr...
www.internetstandard.pl

                           Conferences                                    DIGITAL LANDSCAPE: POLA...
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  1. 1. Digital lanDscape: polanD DIGITAL LANDSCAPE: POLAND Polish internet market accelerates I edItIon, january 2008 online advertising v e-commerce v Biggest internet players v Western investors v Market drivers and constraints
  2. 2. DIGITAL LANDSCAPE: POLAND Table of ConTenTs In brief........................................................................................................................................................................................................................................03 1. Poland at a glance .................................................................................................................................................................................... 04 1.1.Internet.penetration . ..................................................................................................................................................................... 04. 1.2.Internet.users..............................................................................................................................................................................................04. 1.3.Online.advertising..............................................................................................................................................................................04 2. Market overview: biggest players. .............................................................................................................................. 05 2.1.Advertising.bureaus.and.advertising.networks..................................................................................05. 2.2.Biggest.online.players....................................................................................................................................................................06. 2.3.Interactive.advertising.agencies...................................................................................................................................10 3. E-commerce.............................................................................................................................................................................................................12 3.1.Online.auction.platforms..........................................................................................................................................................12. 3.2.Online.shops..................................................................................................................................................................................................12. 3.3.Polish.online.shopper.....................................................................................................................................................................14. 3.4.Threats.and.concerns......................................................................................................................................................................18 4. Market trends in brief...........................................................................................................................................................................19 4.1.New.surge.of.foreign.investments............................................................................................................................19. 4.2.Going.public..................................................................................................................................................................................................21. 4.3.Investment.frenzy.................................................................................................................................................................................21. 4.4.Interesting.facts........................................................................................................................................................................................21 5. Getting started: setting up a company in Poland.............................................................................22 5.1.Types.of.business.activity.........................................................................................................................................................24. 5.2.Tax.and.inspections............................................................................................................................................................................24. 5.3.Competitive.landscape................................................................................................................................................................25 6. Views on Poland...............................................................................................................................................................................................26 7. About Internet Standard ...............................................................................................................................................................28
  3. 3. DIGITAL LANDSCAPE: POLAND In brief This.first.edition.of.Digital Landscape: Poland.report.is.the.most.comprehensive.study.prepared.by.. a.leading.online.magazine.Internet.Standard..It.gives.a.unique.overview.of.the.Polish.internet. industry,.showing.major.market.players,.current.and.future.investment.plans,.and.online.adspend. forecast..Covering.advertising,.e-commerce.as.well.as.ways.of.starting.a.business.in.Poland,.this. report.is.an.indispensable.study.for.anyone.interested.in.finding.out.more.about.investment. opportunities.in.the.country..Digital Landscape: Poland.gathers.investors.and.industry.leaders’. comments.on.the.country’s.development,.providing.a.fresh.view.on.the.latest.issues..
  4. 4. DIGITAL LANDSCAPE: POLAND 1. Poland aT a glanCe Poland,.member.of.NATO.(since.1999). broadband.connec- and.the.European.Union.(since.2004),. tions.(above.144.kb/s). has.a.population.of.about.38.million. in.October.2006. people..Gross.domestic.product.per. capita.in.Poland.was.estimated.to.be. Internet users 16,500.USD.in.2007..According.to.the. There.is.about.the.same. European.Commision.the.level.of. number.of.male. economic.growth.in.the.country.was. (50.8%).and.female. forecast.to.reach.6.1%.in.2007. (49.2%).users..Young. people.(15-24.years. Warsaw.and.Cracow.are.two.main.cities. old).form.the.largest. where.internet.companies.have.their. group.of.internet.users.. headquarters..More.and.more.online. Those.who.are.60.years. business.appears.in.Wroclaw.(south- old.or.more.represent. west.of.the.country).and.Gdansk.(north. only.2.1%.of.the.Polish. part.of.the.country). internet.population. Internet penetration Polish.users.are. According.to.SMG/KRC.NetTrack. generally.well.edu- research,.internet.penetration.in. cated..26.6%.of.them. Poland.was.around.42%..That.means. have.university.degree,. there.were.12.8.million.internet.users. 41%.-.have.completed. (over.15.years.old)..Another.research. their.A.levels. provider.Gemius/PBI.estimated.that. there.was.in.fact.a.population.of.14.09. Over.two.thirds.of.Polish. million.users.in.the.country.(May. users.surf.online.every. 2007). day.or.almost.every.day.. They.go.online.mostly.at. Internet penetration rate home.(79.4%). in Poland in Q2 2007 was 42% 64,8% ofday users go Polish more.than.5%.of.all.media.adspend.in. the.country. online every Eurostat’s.latest.available.data.on. IAB.Polska.forecasts.that.in.2007.internet. broadband.penetration.in.Europe.comes. adspend.reached.305.million.PLN.(84.5. from.July.2006..At.that.point,.broadband. online advertising million.EUR).and.search.engine.marketing. penetration.rate.in.Poland.was.only.3.9%. Interactive.Advertising.Bureau.Polska.(IAB. revenues.rose.up.to110.million.PLN.(30.5. compared.with.16.5%.average.in.the. Polska).estimates.that.in.2006.internet. million.EUR)..According.to.these.estima- European.Union..That.number.most. advertising.market.was.worth.215.million. tions.online.market.was.worth.415.million. probably.increased.in.2007..Thanks.to. PLN.(60.million.EUR),.excluding.search. PLN.(around.115.million.EUR).in.2007. bitstream.access.the.competition.on.the. adverstising..Unfortunately,.Google.does. ISP.market.is.increasing..According.to. not.disclose.its.revenues,.which.makes. Polish internet advertising Eurostat,.in.January.2007,.53%.of.Polish. the.process.of.estimating.the.value.of.the. market in 2007 companies.had.broadband.internet. market.quite.difficult..Nevertheless,.IAB. is estimated to be worth accesss,.when.average.in.European. Union.is.77%. Polska.prompted.that.paid.search. advertising.could.have.been.worth.60. 115 million eUR million.PLN.(16.6.million.EUR).in.2006.. According.to.UKE.(Urząd.Kontroli. That.makes.a.total.market.value.of.275. Online.market.grows.dynamically.at.a. Telekomunikacji.–.Telecommunication. million.PLN.(76.million.EUR),.which. pace.of.50%.per.year.and.it.is.the.fastest. Ministry).there.were.1.7.million. means.that.internet.advertising.has. growing.sector.among.all.media.
  5. 5. DIGITAL LANDSCAPE: POLAND 2. MaRkeT oveRvIew: bIggesT PlayeRs Google.is.the.most.popular.website.in. awarded.MediaMarketing.Best.Internet. ARBOmedia.Poland.was.founded.in.2002.. Poland.(it.is.visisted.by.77%.of.Polish.users. Sales.Department.Award.for.three.times. The.acquisition.of.one.of.their.rivals.–. every.month)..The.second.most.popular. in.a.row..Currently.there.are.500.websites. Qnet.-.was.a.turning.point.in.company’s. internet.destination.is.Onet.pl,.a.web. in.their.portfolio.. history.which.provided.them.with.a. portal.owned.by.a.large.media.group.ITI. Ad.net.employs.28.people.. bigger.online.reach.than.the.main.web. portals.had..In.2005.ARBOmedia.Poland. Gazeta.pl,.owned.by.Agora,.is.the.most. ARBOmedia Polska introduced.its.own.product:.double. popular.newspaper-based.website.with. ARBOmedia.Polska.is.one.of.the.biggest. billboards,.which.is.one.of.the.most. a.monthly.coverage.of.around.42%. internet.advertising.networks.in.the. popular.online.ad.formats.in.Poland.now.. country..It.gathers.round.300.websites. When.it.comes.to.the.numer.of.page. (with.a.reach.of.11.7.million.of.unique. BizOn Media. views,.it.is.Allegro.pl.which.generates. users.according.to.Megapanel.PBI/ BizOn.media.works.as.a.business- the.highest.numbers..Allegro.(an. Gemius.2007)..Their.portfolio.consists. focused.advertising.network.in.Poland. auction.platform).is.owned.by.Tradus. mainly.of.entertainment,.music.and. specializing.in.targeting.entrepre- (former.QXL.ricardo). games.websites.targeting.young. neurs.The.company.is.relatively.new. internet.users..In.cooperation.with.one. and.was.founded.in.2006..It.has.a. Fotka.pl.-.a.social.networking.and. of.the.global.online.advertising.networks. reach.of.2.6.million.users..They.gather. dating.website.–.has.gained.a.lots.of. –.Oridian.-.ARBOmedia.Poland.facilitates. 45.high-profile.websites..BizOn.media. popularity.recently.and.generates.more. ads.for.English-language.business,.sports. has.been.developing.its.direct.sales. than.2.billion.page.views.per.month. and.youth.websites. department,.but.still.its.core.clients. In.terms.of.time.spent.on.the.website,. Google.pl.and.Onet.pl.lead.the.way.in. the.rankings. Polish.most.popular.instant.messenger. is.Gadu-Gadu,.owned.by.Gadu-Gadu. S.A..(a.company.listed.on.the.Warsaw. Stock.Exchange)..Gadu-Gadu.is.used.by. round.6.million.people.monthly. advertising bureaus and advertising networks There.are.quite.a.few.advertising. networks.and.advertising.bureaus. operating.in.Poland...We.are.presenting. some.of.them. Ad.net. Ad.net.was.one.of.the.first.Polish.internet. advertising.networks,.established.in. 2000..It.is.a.part.of.Internet.Group.S.A.. holding..From.the.very.beginning.Ad.net. was.focused.on.incorporating.new. technologies.and.empowering.their. technological.capabilities..After.being. very.successful.in.Poland,.they.decided.to. expand.their.business.in.Latvia,.Lithuania. and.Estonia..They.claim.to.have.9.74%. share.of.the.Polish.market..Ad.net.was.
  6. 6. DIGITAL LANDSCAPE: POLAND are.the.biggest.Polish.media.houses.. advertising,.paid.content.services,. Allegro.pl / QXL Poland Since.its.foundation,.over.a.year.ago,. email.and.hosting,.auction.platform,. Allegro.is.the.biggest.auction.platform. the.company.has.launched.over.500. community.sites,.telecommunication. in.the.country.run.by.Polish.offices.of. campaigns. services..Onet.pl.is.estimated.to.have. British.holding.Tradus.(former.QXL. 37%.of.total.market.share.in.Poland..It. ricardo).which.was.acquired.by. IDMnet is.also.one.of.the.strongest.brands.in. Naspers,.a.South.African.media. IDMnet.was.established.in.1997.and. the.country. company,.in.December.2007...For.the. was.the.first.online.advertising.network. year.ended.31.march.2007.Tradus. in.the.country..They.gather.over.140. Wirtualna Polska (WP) generated.36.43.million.GBP.revenues. websites.and.are.able.to.reach.over.5.5. Wirtualna.Polska.is.the.second.biggest. (vast.majority.of.it.came.from.Eastern. million.users.. and.the.oldest.web.portal.in.Poland,. Europe)..British.holding.owns.not.only. part.of.Telekomunikacja.Polska/.France. Allegro.but.also.PayBack.(which.runs. IDMnet.uses.DoubleClick.adservers.. Telecom.Group..It.provides.a.multime- Payback.pl,.otomoto.pl,.otodom.pl).and. They.specialize.in.building.advertising. dia.and.telecommunication.platform. Ceneo.S.A..(which.runs.a.price.compari- strategies.and.search.marketing. offering.news,.entertainment,.finance. son.site.Ceneo.pl). campaigns. services,.blogs,.chatrooms,.e-business. solutions.and.free.e-mail.. Interia.pl SA biggest online players Interia.pl.runs.one.of.Poland’s.biggest. There.are.thousands.of.internet.firms. In.2006.WP.launched.internet.TV.(wptv. web.portals..The.firm.was.established. operating.in.Poland..We.decided.to. wp.pl).–.the.biggest.multimedia.project. in.1999.as.a.result.of.an.online.joint. present.only.those.which.are.perceived. in.Polish.internet..In.2007.WP.started.to. initiative.of.IT.and.technology. as.one.of.the.biggest.on.the.market. operate.as.MVNO.(Mobile.Virtual. producer.-.ComArch.S.A..-.and.a.radio. and.which.investors.will.most.probably. Network.Operator)..WP’s.monthly. station.RMF.FM..In.December.2000. hear.about.while..considering.their. average.reach.is.62%.(H1’07). Interia’s.stock.was..allowed.to.public. expansion.in.Poland. Google Polska Google.was.founded.in.the.USA.in.1998. and.developed.rapidly,.outpacing.top. internet.companies.and.becoming.the. world’s.most.popular.search.engine.. The.key.to.Google’s.success.is.quality. and.relevance.of.information..Polish. users.appreciate.Google.search.engine. -.it.is.the.most.popular.website.in.the. country..That.was.one.of.the.reasons. why.the.company.decided.to.open.its. office.in.Warsaw.in.January.2006..In. 2007.Google.established.a.RD.centre. in.Krakow.and.an.innovation.centre.in. Wroclaw.(Poland). Grupa Onet.pl S.A. Grupa.Onet.pl.runs.Poland’s.biggest. web.portal.-.Onet.pl..and.also.provides. various.media.and.communication. services..Grupa.Onet.pl.is.part.of.the. leading.Polish.media.group.–.Grupa. TVN.(TVN.S.A.,.TVN.is.listed.on.Warsaw. Stock.Exchange)... Onet.pl.is.a.pioneer.in.the.income. diversification.among.Polish.web. portals..It.generates.revenues.from.
  7. 7. DIGITAL LANDSCAPE: POLAND trading.and.since.February.2001.the. Agora S.A. (owner of Gazeta.pl). most.popular.tool.in.the.country.(even. firm.is.listed.on.Warsaw.Stock.. Agora,.one.of.the.biggest.media. to.that.extend.that.user’s.ID.has.the. Exchange..In.December.2007.Bauer. companies.in.Eastern.Europe,.owns.a. same.importance.as.a.telephone. Media.Invest.GMBH.bought.the. web.portal.Gazeta.pl,..Gazeta. number.or.email.address)..Gadu.Gadu. majority.of.Interia’s.shares,.taking. Wyborcza,.one.of.Poland’s.most. launched.social.networking.commu- control.of.the.company. popular.dailies.and.Metro.-.a.free. nity.MojaGeneracja..pl,.Gadu.Radio,. newspaper..Agora.Group.also.runs. VoIP.services.Gadu.naGłos,.microblog- Internet.advertising.sector.is.the.main. AMS,.the.outdoor.advertising,.two.local. ging.Blip.pl.and.education.portal. area.of.the.company’s.activity..The. radio.stations.Zlote.przeboje.and.Roxy. Nauka.pl.. rapid.growth.that.can.be.observed.in. FM,.a.cross.regional.radio.station.TOK. that.sector.is.taking.place.mostly.at.the. FM.as.well.as.manages.13.magazines.. Gadu.Gadu.S.A..employes.round.one. expense.of.other.media.existing.on.the. hundred.people..In.the.first.three. market.. Agora.was.establshed.in.1989..Since. quarters.of.2007.Gadu-Gadu.S.A.. 1999.it.has.been.listed.on.the.stock. generated.14.370.000.PLN.(3.98.million. Interia.pl.is.the.third.biggest.internet. exchange.in.Warsaw.and.in.London. EUR).net.income.and.5.153.000.PLN. portal.in.Poland.in.terms.of.reach. (1.42.million.EUR).net.profit.. Gazeta.pl.is.visited.by.5.2.million.users.. O2.pl sp. z o. o. Agora’s.two.thematic.vortals,.GazetaP- The.company.is.listed.on.Warsaw.Stock. O2.pl,.established.in.1999,.is.an.owner. raca.pl.(recruitment.website).and. Exchange.[GGU]..In.December.2007. of.o2.pl.web.portal,.which.offers.free. GazetaDom.pl.(real.estate.website).are. South.African.media.company.Naspers. email.services.and.an.instant.messen- one.of.the.most.popular.websites.in. bought.the.majority.of.shares.of.Gadu. ger.(Tlen.pl)..The.company.claims.to. their.categories..GazetaWyborcza.pl.is. Gadu.SA.. have.7.million.registered.email. one.of.the.largest.online.newspapers.in. accounts.and.1.5.million.instant. Poland. Interaktywna sp. z o. o. messenger.users..Tlen.pl.messenger. (owner of Fotka.pl) and.Tlenofon.(VoIP.product).have.won. Gadu-Gadu S.A. Interaktywna.sp..z.o.o.,.established.in. the.Gold.Computer.2005.competition. Established.in.2000,.Gadu–Gadu.S.A..is. February.2001,.runs.Fotka.pl.and.other. organized.by.Computerworld..O2.pl.is. a.company.which.provides.telecommu- websites.including.auction.platform.. the.fourth.fastest.developing.technol- nication.and.communication.services. Fotka.pl.employs.36.people.in.three. ogy.company.in.Central.Europe. as.well.as.multimedia.and.social. offices:.in.Warsaw,.Elblag.and.Gliwice..It. according.to.the.2006.and.2007. networking.websites..Gadu–Gadu. is.the.biggest.community.website.in. Deloitte.ranking. instant.messenger.is.regarded.as.the. Poland.with.5.5.million.registered.users.. The.company.broke-even.a.few.years. ago..The.forecast.of.their.income.for. 2007.was.over.4.5.million.PLN..Accord- ing.to.Alexa.com,.Fotka.pl.is.5th. popular.website.in.Poland.and.86th. worldwide. IDG Poland S.A. (owner of IDG.pl, Computerworld.pl, Pcworld.pl, InternetStandard.pl, NetWorld.pl) IDG. Poland.S.A..is.a.Polish.subsidiary.of. American.publishing.office.International. Data.Group..It.runs.IDG.pl.-.the.biggest.IT/ new.technologies.webportal.in.the. country..IDG.pl.also.owns:.PcWorld.pl.–. webportal.dedicated.to.PC.users.. InternetStandard.pl.–.leading.internet. industry.magazine,.Gamestar.pl.-. computer.games.website,.Computer- world.pl.–.portal.dedicated.to.IT.special- ist,.and.dozens.of.others..Internet.
  8. 8. DIGITAL LANDSCAPE: POLAND
  9. 9. DIGITAL LANDSCAPE: POLAND TOP DIGITAL MEDIA AGENCIES IN POLAND Fastbridge http://www.initiative.pl Beyond.Interactive http://www.gobeyond.pl/ Starcom.Next http://www.next.starcom.com.pl/ ZED.Digital http://www.optimedia.com.pl/ MRM.Worldwide http://www.mrm.pl/ OMD.Digital http://www.omd.pl/ ACR http://www.acr.pl/ Source: Internet Standard Standard,.part.of.IDG.Poland.S.A.is.also.a. Gemius S.A. independent.recruitment.sites.with. popular.conference.organizer..Business. Gemius.S.A..is.the.largest.online.research. websites.from.60.different.countries. conferences.attract.hundreds.of. agency.in.Central.and.Eastern.Europe.. businessmen.in.the.country. The.company.has.been.providing.online. Grupa.Pracuj.employs.190.people. market.analysis.since.1999..In.2004,. working.in.the.central.office.in.Warsaw. IDG.Poland.S.A..also.publishes.B2B.IT. Gemius.started.operating.in.Czech. and.in.regional.offices.located.in. magazines.(CMO,.CXO,.CIO,.NetWorld,. Republic.after.wining.a.tender.for. Bydgoszcz,.Gliwice,.Krakow,.Lodz,. Computerworld).and.B2C.magazines. internet.audience.measurement. Poznan,.Sopot.and.Wroclaw..In.2007. (PC.World.Komputer,.Computerworld,. services..Later.Gemius.continued.its. Grupa.Pracuj.was.recognized.as.the. Kino.Domowe.Magazyn.DVD).. expantion.in.Central.and.Eastern.Europe. twelfth.fastest.growing.IT.company.in. launching.its.branches.in.Slovakia,. Central.and.Eastern.Europe,.and.one. IDG.pl.Group.is.visited.by.3.million. Hungary,.Ukraine,.Lithuania,.Latvia,. of.the.500.fastest.growing.IT.compa- users.monthly.what.makes.it.one.of.the. Estonia,.Romania,.Slovenia,.Croatia,.and. nies.in.Europe. 20.most.popular.destinations.among. Bulgaria..In.2006,.Gemius.entered. Polish.internet.users. Russian,.Dannish.and.Austrian.markets. Money.pl Money.pl,.established.in.1997,.is.one.of. Travelplanet.pl Grupa Pracuj the.most.popular.Polish.financial.web. Travelplanet.pl.is.a.countrywide. Grupa.Pracuj.runs.recruitment.and. portals.with.nearly.2.million.users.every. internet.travel.agency.listed.on. education.websites.in.Poland.and. month..It.provides.news.and.commen- Warsaw.Stock.Exchange..It.is.a. other.countries.in.CEE..(Polish.recruit- tary.on.finance,.law,.labour.market,.real. member.of.the.Polish.Chamber.of. ment.site.Pracuj.pl.and.Ukrainian. estate,.business.and.politics..In.2006. Tourism..The.Travelplanet.pl.Group. Rabota.ua,.Edu.pracuj.pl.targeting. Money.pl.generated.a.net.profit.of. runs.also.Aero.pl..(airplane.tickets. specialists.and.Edulandia.pl.targeting. nearly.1.3.million.PLN.(360.thousand. provider),.Hotele24.pl.(hotel.booking. students)..Grupa.Pracuj.has.also. EUR);.with.revenue.of.11.million.PLN.(3. provider).and.TravelPass.Polska.(a. organized.Virtual.Job.Fair.and.Virtual. million.EUR),.which.means.that.during. firm.distributing.Travelplanet.pl. Education.Fair.it.is.a.founding.member. five.years.(2001-2005).portal’s.revenue. vouchers).. of.The.Network,.the.largest.alliance.of. increased.by.1428%..Money.pl.was.on. the.7th.position.in.the.ranking.of.the. most.dynamically.developing.compa- nies.in.the.Central.Europe.(“Technology. Fast.50”.by.Deloitte).. In.2006,.a.German.publishing.house. Handelsblatt.(Verlagsgruppe.Han- delsblatt),.member.of.Georg.von. Holtzbrinck.media.group.became. Money.pl’s.strategic.investor. Currently,.the.company.employs.over.60. people..It’s.based.in.Wroclaw,.but.part.of. the.team.works.in.Warsaw.as.well...
  10. 10. DIGITAL LANDSCAPE: POLAND Bankier.pl S.A. tion.on.personal.funds,.investing,. calculators.and.comparisons.of. Bankier.pl.S.A..is.one.of.the.leading. capital.markets.and.financial. financial.products.offered.by.nearly. media.companies.focused.on.finanse. products..Bankier.pl.gives.its.users. 50.financial.companies. sector..It.runs.Bankier.pl,.a.web. an.access.to.a.current.stock.ex- portal.providing.financial.informa- change.quotes,.experts.analysis,. The.Bankier.pl.Group.owns.six.web. portals:.Bankier.pl,.Twoja-Firma.pl,. PIT.pl,.VAT.pl,.PRNews.pl.and. TOP POLISh INTERACTIVE AGENCIES Mojeauto.pl.(with1.73.million. NAME WEB ADDRESS unique.users).. 180.Heartbeats http://www.180heartbeats.pl/ Since.June.2006.Bankier.pl.S.A..has. Adv.pl http://www.adv.pl/ been.listed..on.the.Warsaw.Stock.. Ars.Thanea. http://www.arsthanea.com/ Exchange. Artegence. http://www.artegence.com Grono.net BeeStudio. http://www.beestudio.pl/ Grono.net.is.an.invitation-only. Byss. http://www.byss.pl community.service.which.gathers. groups.of.friends.and.families.(over.1.3. Click5. http://www.click5.pl million.registered.users)..Users.can. Conecto. http://www.conecto.pl/ load.pictures.or.video.onto.their. Cookie. http://www.cookie.pl/ profiles.and.the.website.has.currently. over.15.million.pictures..Grono.net.is. Digital.One. http://www.digitalone.pl/ available.in.Polish,.English,.Spanish,. Emarketing.Experts. http://www.emarketingexperts.pl/ French,.German.and.Italian.language. Engine. http://www.engine.pl/ versions. FFCreation. http://www.ffcreation.com/ In.September.2007,.Intel.Capital. Genero. http://www.genero.pl/ announced.its.plans.to.invest.in.. Grono.net..The.firm.employs.over.. Hint.Intermedia. http://www.hintintermedia.com/ 60.people.. Honki. http://www.honki.pl/ HYPERmedia. http://www.hypermedia.pl/ MCI Management MCI.Management.is.an.investment. Insignia. http://www.insignia.pl/ group.managing.venture.capital.and. Internet.Designers. http://www.id.pl/ private.equity.funds,.including:. Isens. http://www.isens.pl/ TechVentures’99,.TechVentures’03,. MCI.BioVentures,.MCI.EuroVentures. Janmedia. http://www.janmedia.pl/ and.MCI.SuperVentures..It.has.been. K2.Internet. http://www.k2.pl/ listed.on.the.Warsaw.Stock.Exchange. Madonet. http://www.netizens.pl/ (with.present.market.cap.around.1. billion.PLN).since.February.2001..MCI. Max.Weber. http://www.maxweber.com/ Management.SA.specializes.in. Media.Ambassador. http://www.mediaambassador.pl/ investments.within.the.region.of. Central.and.Eastern.Europe..It.mainly. MindChili. http://www.mindchili.pl/ invests.in.innovative.companies. MRM.Worldwide. http://www.mrm.pl/ operating.in.the.area.of.internet,. Netarena. http://www.netarena.pl/ mobile.telephony,.e-commerce,. wireless.technologies,.software,.IT,.. Opcom. http://www.opcom.pl/ biotechnology/life.science.and. OS3.Multimedia. http://www.os3.pl/ media. Pro-Creation. http://www.pro-creation.pl/ Merlin.pl S.A.. Zjednoczenie.com. http://www.zjednoczenie.com.pl/ Merlin.pl.is.one.of.the.oldest.and. Source: Interaktywnie.com, own biggest.online.shops.in.Poland. 0
  11. 11. DIGITAL LANDSCAPE: POLAND (operating.since.April.1999)..It.mainly. group.acquired.the.majority.of. capital.firm.invested.a.few.million.PLN. sells.books,.films,.music,.games,. NetSprint’s.shares. in.Nasza-klasa. computer.programs.and.toys..It.is. visited.by.round.100,000.users.every. SARE This.list.of.the.companies.mentioned. day..In.2004.Merlin.pl.was.acclaimed. SARE.specializes.in.offering.e-mail. above.certainly.does.not.exhaust.the. the.fastest.growing.company.in. marketing.services.(e-mail.cam- database.of.important.internet.firms. Central.Europe.by.Deloitte..Touche.. paigns,.newsletters,.bulletins)..It. in.Poland..There.are.key.enterprises.in. In.2005.Merlin.pl.launched.its.first. works.with.over.200.clients.(e.g.. the.region.like.Panorama.Firm.-.the. offline.shop.. Media.Markt,.Siemens,.Kofola. biggest.yellow.pages.website.in.the. Holding,.Danone,.Lexus,.G+J,.Bauer).. country,.epuls.–.one.of.the.most.popu- NetSprint.pl Sp. z o. o. It.claims.to.be.the.largest.email. lar..social.networking.websites,.Empik. NetSprint.pl.runs.a.search.engine..The. marketing.company.in.the.country. com.–.online.shop.or.NetPress.Digital.-. company.was.established.in.2000.and. electronic.publications.distributor.. was.the.first.firm.which.introduced.the. Nasza-Klasa Sp. z o. o. Future.editions.of.this.report.will. top-notch.search.engine.technology. Nasza-Klasa.pl.is.a.social.networking. include.more.top.business.initiatives. to.Polish.market..NetSprints’s.key. website.(Polish.equivalent.of.Class- in.the.country. customers.and.partners.include.both. mates)..It.was.launched.in.November. Poland’s.major.horizontal.portals.as. 2006.and.within.a.few.months.gained. Interactive advertising well.as.international.corporations..In. an.enormous.popularity..At.the.end.of. agencies 2004.the.company.was.ranked. 2007.it.had.more.than.6.million. There.are.more.than.1000.interactive. seventh.in.Deloitte’s.Fast.50.ranking.of. registered.users,.and.became.one.of. agencies.in.Poland..We.present.just.a. the.fastest-growing.high-tech. the.biggest.social.networking. few.top.ones,.according.to.Interakty- companies.in.Central.Europe..In.2006. websites.in.the.country..In.September. wnie.com.ranking.(pleace.see.the.table. Orkla.Media,.a.Norwegian.media. 2007.European.Founders,.a.venture. ”Top.Polish.Interactive.Agencies”)..
  12. 12. DIGITAL LANDSCAPE: POLAND 3. e-CoMMeRCe According.to.the.estimates.released. for.three.quarters.of.2007.Allegro’s. Polish.eBay.managed.to.find.its.own. by.Interactive.Advertising.Bureau. total.transaction.value.was.already. niche.–.thanks.to.the.integration.with. Polska,.from.2001.to.2006.Polish.e- 10%.higher.than.total.results.for.2006.. foreign.platforms,.and.users.can.buy. commerce.market.grew.by.over. Although.Allegro.pl.is.still.perceived.as. and.sell.goods.not.only.in.Poland.but. 4500%..The.highest.growth.rate.was. an.auction.platform,.almost.80%.of.all. also.in.28.other.countries. seen.in.2000-2004.when.Polish.online. transactions.are.made.without. retail.trade.sales.increased.by.200%. bidding;.the.reason.being.that.a. online shops per.year..The.value.of.the.market.in. number.of.small.shops.(traditional.and. The.catalogue.run.by.Sklepy24.pl. 2006.was.estimated.to.be.5.billion. online.ones).treat.Allegro.pl.as.one.of. currently.contains.information.about. PLN.(1.39.billion.EUR)..Online.auction. their.selling.channels..This.trend.will. 3,300.Polish.online.stores.divided.into. platforms.generated.3.billion.PLN,. be.even.more.prominent.in.the.future. 12.groups..Home..Garden.makes.the. online.shops.had.a.turnover.of.2. largest.category;.there.are.another. billion.PLN.(500.million.EUR)..Accord- The.second.popular.auction.platform. four.significantly.big.groups:.Health.. ing.to.the.latest.estimations.pub- is.eBay,.which.appeared.on.the.Polish. Beauty,.Gifts..Flowers,.Electronics.. lished.by.Rzeczpospolita,.Polish. market.in.2005..In.2006.sales.reached. Photo.and.Computers..There.are.not. online.shops.and.auction.platforms. 100.million.USD,.but.in.comparison. many.Polish.shops.selling.food,.only.a. generated.8.billion.PLN.(2.22.billion. with.Allegro.pl.it.is.a.rather.poor.result.. few.from.77.listed.in.the.catalogue. EUR).in.2007. Polish.market.is.significantly.bigger. than.Irish,.Portuguese.or.Greek..In.2006. internet.sales.in.Austria.and.Denmark. were.comparable.to.Poland’s..Swiss. results.were.a.bit.lower.than.Polish. revenues..eMarketer.expects.that.over. the.next.five.years.European.e- commerce.market.will.grow.at.an. annual.growth.rate.of.25%..Central.and. Eastern.European.countries,.especially. Poland,.Czech.Republic.and.Russia.are. expected.to.be.a.driving.force.of.that. growth.at.the.beginning.of.the.next. decade. In.2006.Polish.online.sales.for.the.first. time.exceeded.1%.of.total.domestic. retail.trade.value..According.to.the. Polish.Market.Review.(PMR).forecast,. in.2009.this.proportion.may.go.up.by. over.2%. online auction platforms Since.2005.about.60%.of.Polish.e- commerce.sales.have.been.made.by. transactions.performed.on.auction. platforms...The.indisputable.online. auction.leader.in.Poland.is.Allegro.pl. In.2006.the.total.value.of.completed. auctions.reached.2.5.billions.PLN.and..
  13. 13. DIGITAL LANDSCAPE: POLAND The value of the Polish e-commerce market in 2006 was estimated to be 8 billion PLN (2.22 billion EUR).
  14. 14. DIGITAL LANDSCAPE: POLAND offer.fresh.food.(e.g..Frisco.pl)..Apart. from.e-shops,.there.are.over.ten. online.travel.agencies.(e.g..Travel- planet.pl).and.financial.product. brokers.(e.g..Bankier.pl).on.the. market. Not.many.Polish.online.stores.reveal. their.financial.results,.but.it.is.very. likely.that.those.who.decide.to.do.are. the.leaders..In.2006.Merlin.pl.gener- ated.the.biggest.revenues.in.Polish. B2C.e-commerce..Merlin.pl.is.one.of. the.oldest.online.shops,.which.sells. mainly.books,.music,.toys.and. electronics..Agito.pl.and.Hoopla.pl. offer.electronics.and.home.appliances,. Komputronik.pl.distributes.computers. and.computer.parts.whereas.Oponeo. pl.is.the.largest.Polish.online.store. with.tyres.and.car.accessories. Few.years.ago.virtual.shopping.arcades. in.popular.web.portals.played.an. important.role.in.Polish.e-commerce.. Now,.it.is.comparision.sites.that.have. become.the.sources.of.information.about. stores.offers.and.prices.for.the.growing. number.of.Polish.internet.users...The. most.popular.Polish.site.of.that.type.is. Ceneo.pl,.which.had.almost.1.7.million. unique.users.in.August.2007.(according. to.Megapanel.PBI/Gemius)..Ceneo.pl. currently.allows.to.compare..about..1.7. million.offers.from.700.shops..The.second. place.belongs.to.Nokaut.pl,..which.in. spite.of.significantly.bigger.catalogue.(4. million.offers.from.788.shops).is.a.bit.less. popular. Polish online shopper According.to.data.published.by.Eurostat,. in.2006.one.in.eight.Poles.and.one.in. four.Polish.internet.users.did.their.online. shopping.at.least.once..This.proportion. places.Poland.on.17th..position.in.the. European.ranking,.next.to.Slovenia,. Czech.Republic.and.Slovakia. A.slightly.higher.proportion.of.men. then.women.do.shopping.online..The. highest.discrepancy.occurs.in.the.age. group.of.25-34.and.in.the.income. groups.declaring.monthly.net.income.
  15. 15. DIGITAL LANDSCAPE: POLAND
  16. 16. DIGITAL LANDSCAPE: POLAND In 2006 one in eight Poles and one in four Polish internet users did their online shopping at least once.
  17. 17. DIGITAL LANDSCAPE: POLAND
  18. 18. DIGITAL LANDSCAPE: POLAND higher.than.2.000.PLN.(550.EUR). SMG/KRC.report.shows.that.in.2006. Polish.online.shoppers.bought.mainly. books.and.clothes,.then.mobile.phones,. computers.and.electronics..Compared.to. 2005,.in.2006.significantly.more.shoppers. were.interested.in.car.accessories,.toys. and.children’s.accessories.as.well.as. airline,.train.and.bus.tickets. Last.year.statistical.Pole.spent.47. dollars.on.online.shopping,.more. than.the.Greeks.or.the.Portuguese. but.still.considerably.less.than. average.citizens.in.Western.Europe.. Statistical.resident.of.Denmark. (where.in.2006.e-commerce.sales. was.comparable.with.Polish.e- commerce.revenues).spent.seven. times.more.in.online.stores.than.a. Pole. Polish.internet.users.pay.for.ordered. products.mainly.in.cash.on.delivery.. Last.year.23%.of.orders.were.paid.by. cards.and.7%.-.by.other.forms.of. payment.(e.g..bank.transfers)..Poles. rarely.use.cards.because.they.are. concerned.about.security.or.do.not. have.a.card.allowing.them.to.pay.over. the.internet..In.2006.only.5.6.million. from.24.million.existing.cards.could.be. used.for.online.transactions. Threats and concerns. At.the.beginning.of.2007,.one.third.of. respondents.(According.to.Gemius. Survey).claimed.that.the.biggest. problem.with.online.shopping.was. long.delivery.time..One.sixth.had. troubles.with.finding.products.and.one. eighth.complained.about.poor. customer.service..What.is.important,.it. that.nearly.a.half.of.respondents. experienced.no.problems.while. shopping.online. Polish e-commerce in brief from 00 till 00 Polish e-commerce market grew by over 00% The value of the market is estimated to be billion Pln in 00 (. billion eUr) online auction platforms generated billion Pln in 00 (0 million eUr)
  19. 19. DIGITAL LANDSCAPE: POLAND 4. MaRkeT TRends In bRIef Polish.internet.market.can.be.consi-. The.only.example.of.sudden.and. new surge of foreign dered.a.mature.one.with.local.compa- undisputable.victory.is.Google.which. investments nies.having.very.strong.market. became.the.most.popular.website.in. What.created.a.lot.of.stir.on.Polish. positions..Although.foreign.big.players. Poland..What.is.interesting.is.to.observe. market.recently.were.two.announce- start.their.operations.in.Poland.it.has. how.quickly.YouTube.com.is.climbing. ments:.both.MySpace.and.AOL.decided. proved.difficult.for.them.to.outplace. up.through.the.popularity.rankings.(in. to.open.their.offices.in.Poland..At.the. local.firms.in.a.short.period.of.time..A. August.2007.it.was.the.10th.most. moment.MySpace.is.in.the.process.of. good.example.is.eBay,.which.entered. popular.online.destination.in.the. hiring.staff.for.marketing.and.content. Polish.market.in.2005.and.is.still.behind. country)..It.is.worth.mentioning.that. management.departments..Interest- local.auction.platform.-.Allegro.pl.. Polish.language.version.of.YouTube. ingly,.MySpace.is.perceived.as.one.of.a. Allegro.is.the.4th.most.popular. was.one.of.the.first.European.editions. few.international.companies.which. destination.in.Poland.whereas.eBay.pl. stands.real.chances.of.conquering. remains.below.Top.20. Google.provides.most.of.its.services.in. Polish.market. Poland,.including.Google.Docs.and.GMail.. There.is.a.similar.situation.with.instant. One.of.the.few.exceptions.is.Google. Other.international.social.networking. messengers:.local.Gadu.Gadu.leads.the. News,.still.not.available.in.local.language. players.(Hi5.and.Bebo).are.trying.to.enter. way.attracting.more.than.5.million. version..Global.gigiant.has.even.decided. Polish.market,.but.they.will.have.to.face. users.per.month.whereas.Skype.still. to.open.a.Research..Development. very.strong.competition..There.are. remains.second.best.with.3.million. Centre.which.is.based.in.Krakow.as.well.as. already.local.firms:.Fotka.pl.(with.more. users. client.service.branch.in.Wroclaw. than.3.million.users.a.month),.Moja.
  20. 20. DIGITAL LANDSCAPE: POLAND POLISh INTERNET MARKET ACCELERATES Major changes in 2007 January • Gazeta.pl.(Agora.S.A.).acquires.Wrocek.pl.-.a.social.networking.site.about.Wroclaw.city. February • Bankier.pl.S.A.,.owner.of.the.financial.web.portal,.acquires.MojeAuto.pl,.car.classifieds.website.. • Grupa.Onet.pl.S.A..acquires.blogging.site.Blog.pl. March • Onet.pl.starts.to.sell.advertisements.on.its.portal.on.time.basis,.like.in.TV. • Gadu-Gadu.S.A.,.owner.of.Polish.most.popular.instant.messanger.goes.public.. ....(IPO.at.Polish.Stock.Exchange.-.Gielda.Papierow.Wartosciowych). • Gemius.S.A.,.online.reasearch.firm.starts.its.operations.in.Romania.and.Bulgaria. • Gadu-Gadu.S.A.,.starts.operating.in.Ukraine. • German.Holtzbrinck.ventures.investment.fund.invests.in.Pixelate.Ventures,.owner.of.ePuls.pl.social.networking.site. April • Onet.pl.launches.Zumi.pl.-.mapping.and.yellow.pages.site. • MCI.venture.capital.investment.fund.invests.1.5.mln.PLN.in.Netpress.Digital,.e-press.distributor. • TVN.Group.(one.of.the.biggest.private.TV.stations.in.Poland).launches.TVN24.pl,.news.site.run.by.more.. ....than.40.editors. • Pino.pl.(social.networking.portal).acquires.Blogi.pl.(blogging.website). • Launch.of.Business.Angels.Seedfund..It.announces.to.spend.15-30.million.PLN.(4-8.million.EUR).. ....for.investing.in.start-ups. May • Gadu-Gadu.S.A..acquires.Nauka.pl,.education.website. • Merlin.pl,.one.of.the.biggest.internet.shops,.acquires.Presco.Media.owner.of.e-cyfrowe.pl,.online.shop.with.digital.cameras. • Agora.announces.that.it.will.open.a.new.multimedia.newsroom.which.will.combine.exisiting.radio.. ....and..internet.newsrooms. June • Hoopla.pl.announces.that.it.will.debut.on.stock.exchange.(IPO). • Onet.pl.launches.Onet.TV,.video.website. • Google.launches.Polish.version.of.YouTube. • Gadu-Gadu.S.A..acquires.Blip.pl,.micro-blogging.website. • Onet.pl.S.A..announces.its.partnership.with.Opera.Software. July • Research:.66%.of.Polish.internet.users.have.tried.shopping.online,.it’s.the.biggest.percentage.in.Eastern.Europe. • Wykop.pl,.Polish.start-up.based.on.DIGG.com.idea,.receives.600,000.PLN.fund.(around.165,000.EUR). • Launch.of.Polish.language.version.of.Bebo.com. • Pracuj.pl,.biggest.recruitment.website.in.Poland,..launches.Profeo.pl,.social.networking.site.for.employees,.. ....a.competitor.to.Goldenline.pl. • Gadu-Gadu.S.A..acquires.Fora.pl,.a.discussion.website. August • AOL.announces.that.it.will.open.Polish.version.of.its.portal.at.the.end.of.2007. • Wirtualna.Polska,.second.biggest.internet.portal.becomes.a.Mobile.Virtual.Network.Operator.(MVNO). • Gadu-Gadu.celebrates.its.7th.birthday. • Agito.pl,.an.e-shop,.announces.its.plans.of.initial.stock.offering.(IPO). September • Tomasz.Lis,.one.of.the.most.influential.Polish.TV.journalists,.quits.his.job.at.TV.station.and.starts.his.TV-show.online. • Nasza-Klasa.pl.-.a.small.social.networking.service.with.a.very.dynamic.growth.rate,.receives.a.funding.. ....of.a.few.million.PLN. • Agora.(owner.of.Gazeta.pl)..acquiers.BlogFrog.pl.-.a.blogs.search.engine. • Oponeo.pl.S.A.,.online.shop.with.tyres,.announces.that.it.will.debut.on.stock.exchange.. • o2.pl.Sp..z.o.o.,.one.of.Polish.main.web.portals.announces.that.it.will.launch.8.new.sites.by.the.end.of.2007. October • MySpace.Poland.announces.that.it.will.start.operations.in.next.few.months..It.starts.recruiting.for.Polish.offices. • G+J.company,.publisher.of.Polish.edition.of.„National.Geographic”.and.lifestyle.magazines.buys.Odyssei.pl,. ....travel.website. • Wirtualna.Polska.introduces.behavioral.targeting.advertising. • o2.pl.Sp..z.o.o..launches.Pinger.pl,.micro-blogging.service,.which.is.a.direct.competitor.to.Blip.pl,.owned.by.. ....Gadu-Gadu.S.A. • First.edition.of.Polish.MIXX.Awards.takes.place.(best.interactive.campaigns.are.awarded). December • Bauer.Media.acquires.Interia.pl,.a.web.portal..Cost.of.acquistion.is.over.200.million.PLN.(55.million.EUR) • Agora.becomes.an.exclusive.partner.of.Bebo’s.social.networking.website.in.Poland. • AOL.starts.Polish.version.of.its.web.portal.-.AOL.pl • Naspers,.South.African.media.company.acquires.Tradus.PLC,.owner.of.Allegro.pl.for.1.9.billion.USD.. ....(about.1.3.billion.EUR). • Naspers.buys.66.7%.shares.of.Gadu.Gadu,.Polish.most.popular.instant.messenger.
  21. 21. DIGITAL LANDSCAPE: POLAND Generacja.(with.more.than.2.million.users. The.amount.of.venture-capital.invest- a.month),.Nasza-Klasa.pl.(with.more.than. ments.and.acquisitions.has.not.been. Year 2007 should 6.million.registered.users),.Grono.net. seen.in.Polish.market.before..There.are. (with.more.than.1.million.users.a.month),. many.traditional.firms.buying.small.and. be called ”the year ePuls.pl.(with.round.600.thousand.users. medium.size.internet.companies.to.gain. of investments” . a.month),.which.are.doing.very.well.and. market.advantage.or.online.entrepre- which.may.prove.very.difficult.to. neurs.widening.their.portfolios.and. That amount of compete.with. increasing.revenues.from.the.internet.. venture-capital There.is.also.more.seed.fund.initiatives. going public which.are.looking.for.promising.new. investments and Many.Polish.firms.made.public.offerings. starters.(see.more.in.a.table.listing.major. acquisitions has in.2007..There.are.already.a.few.compa- nies.which.have.been.listed.on.the.stock. events.in.Poland.in.2007). not been seen exchange.in.Warsaw.for.many.years. Interesting facts: on Polish market (Interia,.Agora)..Last.couple.of.years.has. shown.that.more.and.more.firms.find. •.. ain.web.portals.have.launched. M special.versions.of.their.websites.to. before. stock.exchange.a.very.tempting.way.for. cater.for.Polish.immigrants.who.are. finding.new.resources.for.business. living.in.the.UK.and.in.Ireland •.. otka.pl,.a.local.social.networking. F development..Hence,.Bankier.pl.S.A.,. •.. olish.branch.of.MSN.has.only.one. P website,.has.more.than.2.billion.page. Gadu-Gadu.S.A.,.Travelplanet.S.A..and. employee views many.more.firms.went.public. •.. ost.of.main.Polish.web.portals. M •.. Bay.Poland.tried.two.times.to. e launched.their.own.society.gossip. outpace.local.competitor.-.Allegro.pl,. Investment frenzy websites.(eg.o2.pl.started.Pudelek.pl,. but.with.no.success.so.far It.goes.without.saying.that.year.2007. Gazeta.pl.runs.Plotek.pl.,.Interia.pl. •.. ll.of.the.main.web.portals.have.TV/ A should.be.called.”a.year.of.investments”.. owns.Pomponik.pl) video.sites.
  22. 22. DIGITAL LANDSCAPE: POLAND 5. geTTIng sTaRTed: seTTIng UP a CoMPany In Poland It.will.be.an.exaggaration.to.say.that. Poland.then.. moves.on.the.Polish.market..Internet. Poland.has.become.a.titbit.for.investors. ”Many.Polish.users.who.had.already. gigants.like.Myspace.and.AOL.are. from.all.industry.sectors.but.when.it. used.American.or.German.online. opening.their.offices.in.the.country.as. comes.to.the.internet.it.goes.without. auction.websites.sent.inquiries.to.eBay. well.as.smaller.SEM.and.advertising.agen- saying.that.the.online.market.attracts. head.quarters.asking.when.Polish. cies.from.the.CEE.region..What.drives.big. more.and.more.foreign.capital..”The. platform.was.due.to.be.open,”.Alina. and.small.businesses.there.is.the.market. perception.of.Poland.in.the.Western. Prawdzik,.country.manger.at.eBay. potential..and.a.relatively.quick.return.of. world.has.changed,”.Chris.Modzelewski,. Poland.recalled..Poland.is.the.only. investment. CEO.at.Emerging.Analysis.Corporation. country.in.Central.and.Eastern.Europe. said..Modzelewski.is.an.owner.of.Eastern. that.eBay.is.present.in.but.conquering. Investing.in.Poland.has.become.much. Europe’s.largest.online.media.research. this.market.proved.to.be.a.hard.nut.to. easier.and.much.frequent.recently..The. agency.-.Gemius.-.and.was.one.of.the. crack..Although.eBay.claims.to.have. Polish.Information.and.Foreign. early.investors.in.Polish.online.market.. done.a.thorough.market.research. Investment.Agency.(PAIiIZ).estimates. „Poland.is.no.longer.viewed.as.the.‘wild. before.launching.a.Polish.platform,.it.is. that.all.foreign.direct.investment.in. post-communist.east’.where.only.big. clear.that.initially.they.underestimated. the.country.in.2006.was.at.an.all.time. risk-takers.go..Today,.Poland.is.an. the.sophistication.and.competetive- high.of.14.7.billion.USD.(this.amount. extremely.attractive.location.for. ness.of.the.local.environment.. covers.all.industry.sectors)..A.few. investment.with.the.largest.domestic. 2008.is.going.to.bring.more.interesting. important.factors.attract.foreign. market.in.the.CEE.region.(excluding. Russia),.tamed.inflation,.a.highly. educated.workforce.and.an.economy. growing.at.6.5%.annually,”.he.added. There.are.quite.a.few.foreign.compa- nies.operating.in.Poland.already..In. 1999.British.online.consumer.trading. platform.Tradus.(former.QXL.ricardo. plc).opened.a.Polish.branch.-.QXL. Poland.-.which.runs.the.leading.online. auction.platfom.Allegro.pl..In.the.last. quarter.of.2006.all.the.Tradus.invest- ments.in.CEE.brought.9.million.GBP. revenues.(the.vast.majority.of.them. came.from.Poland)..Tradus.employs. around.350.people.in.Poland.whereas. there.are.only.10.members.of.staff.in. the.UK.and.they.are.mainly.focused.on. controling.and.consolidating.financial. data,.PR.and.fullfilling.stock.listing. obligations. At.the.end.of.the.90s..various.entrepre- neurs.(mainly.local.companies).invested. in.internet.firms.because.of.a.tempting. perspective.of.lucrative.profits.during.the. dot.com.boom..Another.big.surge.of. investments.in.Poland.appeared.in.2005. when.global.firms.started.opening.their. branches.in.CEE..Google.and.eBay.were. one.of.the.major.firms.which.settled.in.
  23. 23. DIGITAL LANDSCAPE: POLAND
  24. 24. DIGITAL LANDSCAPE: POLAND capital.to.Poland:.market.size,.rela- the.procedures.should.be.shorter,.easier. partnership.(spółka.jawna),.limited. tively.low.employment.costs,.econom- and.friendlier.like.in.many.other.EU. partnership.(spółka.komandytowa),. ic.growth.and.the.availability.of. countries. limited.joint-stock.partnership.(spółka. human.resources.. komandytowo-akcyjna),.professional. ”Registering.a.joint-stock.company. partnership.(spółka.partnerska),.limited. Types of business activity (‘spolka.akcyjna’).in.Poland.was.not.a. liability.company.(spółka.z.ograniczoną. The.process.of.opening.a.branch.in. problem.per.se..However,.it.is.impor- odpowiedzialnością),.joint-stock. Poland.has.been.modernised.since. tant.to.remember.that.the.process.is. company.(spółka.akcyjna),.branch.office. Poland.entered.the.EU..In.August.2004. much.more.difficult.than.in.the.United. (oddział),.representative.office.(przed- The.Economic.Freedom.Act.was. States..In.America.I.can.register.a. stawicielstwo).or.just.simply.an.entry.in. introduced.which.made.the.process.of. company.in.less.than.24.hours.over.the. the.business.activity.register.(wpis.do. setting.up.a.business.easier.(thanks.to. internet..In.Poland,.the.process.takes.at. ewidencji.działalności.gospodarczej). cutting.down.the.number.of.documents. least.one.month..But.if.one.is.under- required)..However,.it.is.still.far.from. standing.of.this.fact,.and.has.a.good. Jarosław.Chałas,.managing.partner.at. ideal. attorney.to.handle.the.formalities,.it.is. Chałas.and.Wspólnicy.chambers. no.more.or.less.difficult.than.register- prepared.a.useful.investor’s.guide.for. Nigel.Adams,.managing.director.at.Nigel. ing.a.company.in.any.other.country”,. The.Polish.Information.and.Foreign. Adams..Company.Ltd.who.has.been. Chris.Modzelewski.explained. Investment.Agency.(the.document. working.with.Poland.since.1972.as.a. There.are.initiatives.to.shorten.the. which.gives.a.clear.overview.of.the.legal. governmental.advisor.knows.perfectly. process.of.registering.a.firm.in.the. procedures.and.provides.some. well.that.starting.a.business.in.Poland. country..The.Polish.Information.and. recommendations.is.available.here:. means.going.through.a.lot.of.paper- Foreign.Investment.Agency.reveals. http://www.paiz.gov.pl/index/ work..What.one.has.to.be.prepared.for.is. that.a.system.which.will.handle. ?id=4f8bc5ac1dc2b49434efe9e72f183 a.large.number.of.documents.required. submitting.online.applications.should. de8)..According.to.Chałas.and.Wspóln- which.need.to.be.signed.and.stamped.. be.available.by.the.end.of.2008..It. icy,.the.best.choice.for.large.firms.which. ”Most.British.directors.and.managers. should.definitely.speed.up.the. plan.to.operate.in.Poland.is.to.set.up.a. feel.that.the.amount.of.red.tape.in. registration.process. limited.liability.company.or.joint-stock. Poland.hampers.their.companies’. company.(there.is.an.entry.fee.of.1000. efficiency.and.leads.to.extra.costs,”.Nigel. Investors.who.plan.to.start.a.business.in. PLN.(277.EUR).and.a.requirement.of. Adams.said..Arjan.Bakker,.a.Dutch. Poland.are.provided.with.a.wide.choice. 50,000.PLN.(13850.EUR).initial.capital. businessman.who.runs.Polish.offices.of. of.forms.of.business.activity:.civil. contribution.if.one.is.interested.in. Allegro.shares.this.view..In.his.opinion,. partnership.(spółka.cywilna),.registered. opening.a.limited.liability.company.or.a. 500,000.PLN.(138500.EUR).contribution. for.a.joint-stock.company)..Those.who. would.prefer.to.limit.operation.costs. should.definitely.consider.starting.a. branch.or.a.representative.office. Tax rates and inspections All.entrepreneurs.need.to.apply.for.their. NIP.(taxpayer.identification.number). and.REGON.(statistical.number)..Another. important.step.is.to.register.with.the. Social.Insurance.Office.(ZUS).. Each.firm.is.obliged.to.pay.value.added. tax.(VAT).as.well.as.corporate.income. tax.(CIT)..CIT.has.gone.through.a.lot.of. changes.throughout.the.years,. dropping.its.value.from.27%.to19%..All. taxpayers.have.to.submit.a.monthly.tax. return.form.to.the.tax.office..Apart.from. the.monthly.reports.each.firm.has.to. send.a.final.tax.settlement.by.the.end. of.March.each.year.
  25. 25. DIGITAL LANDSCAPE: POLAND Smaller.entrepreneurs.can.take.adventage.of.„tax. credit”.which.means.that.they.are.entitled.to.income. tax.deferral.during.their.first.tax.year..What.is.also. tempting.is.a.relief.from.submitting.tax.returns. during.the.same.period.of.time.. From.time.to.time.entrepreneurs.may.expect. inspectors.to.come.to.their.firms..By.law.authorti- ties.cannot.carry.out.more.than.one.inspection.at. the.same.time.in.the.same.business..Such.visits.are. limited.–.inspectors.cannot.stay.longer.than.four. weeks.if.they.examine.smaller.or.medium.size.firms;. inspections.in.larger.companies.are.limited.to.eight. weeks. Competitive landscape Polish.online.market.has.developed.organically. without.the.presence.of.Yahoo!,.AOL.or.MSN.in.its. early.years..Although.global.online.gigants.like. Google.or.eBay.have.started.operating.in.the. country.not.long.time.ago.it.was.not.as.easy.for. them.as.one.may.think.to.gain.high.market. positions..„The.most.dangerous.misstep.that. investors.may.take.is.underestimating.Polish.local. competitors,.or.(even.more.dangerously).underesti- mating.the.sophistication.of.the.Polish.consumer,”. Chris.Modzelewski.warned..Many.western.firms. forget.that.Polish.users.have.access.to.the.same. products.or.services.as.westerners.. Many.investors.confirm.that.competitive.landscape. makes.entering.Poland.just.as.difficult.as.entering. any.other.foreign.market.in.Western.Europe..„Like. any.country.in.Western.Europe.or.Asia,.entering. Poland.demands.creative.strategies.to.realize.the. country’s.potential,”.Modzelewski.added. Alina.Prawdzik.who.runs.Polish.offices.of.eBay. knows.from.experience.that.users.expect.even. more.from.foreign.firms.than.from.local.ones.. „Satisfying.Polish.consumers.is.possible,.but.it’s.not. an.easy.task,”.Prawdzik.stressed..That.is.why.it’s.best. to.dig.as.much.information.as.possible.about.local. competitors.before.facing.them.directly. investment projects in central eastern europe were particularly labour intensive. While central and eastern europe attracted only % of investment projects, they ben- efited from % of the new jobs created by foreign investors. This represented an average of jobs per project, compared with jobs per project in Western europe. Poland was the largest creator of fDi jobs, with almost % of the total. eUroPeAn ATTrAcTiVeness sUrVeY, 00 bY ernsT YoUnG
  26. 26. DIGITAL LANDSCAPE: POLAND 6. vIews on Poland Nigel Adams portals,.current,.well.developed.e-commerce.and.social. Managing Director at Nigel Adams Company media.environment.are.all.signs.of.a.healthy.online. Ltd, Visiting Lecturer at University of Buckingham, market.. Great Britan There.are.a.lot.of.advantages.for.investors.in.the.CEE. I.have.been.working.with.Poland.since.1972.and.lived. region.and.I.cannot.see.any.major.constraints.of.its. in.the.country.from.1993.until.2002.as.a.British.Govern- development..The.language.fragmentation.of.the.CEE. ment.“Know.How.Fund”.Management.Adviser,.so.I.have. countries.can.be.an.issue.and.can.make.it.difficult.. seen.many,.many.changes..I.find.the.country.fascinat- to.decide.to.target.the.region.at.large.with.local. ing.to.work.in.and.despite.many.years.of.experience,.I. approach.... always.tell.my.clients.that.they.should.“Expect.the. . unexpected!”.I.also.warn.my.client.companies.to.expect. more.bureaucracy.and.more.regulations.than.in.a. British.company..However,.I.also.tell.them.that,.on.the. Alain heureux, whole,.in.Poland.they.will.find.very.hospitable.people. President of IAB Europe and IAB Belgium who.are.great.to.work.with. I.think.that.Polish.Interactive.Advertising. Most.British.directors.and.managers.feel.that.the. Bureau.will.be.playing.a.role.of.a.“bridge”. amount.of.“red.tape”.in.Poland.hampers.their.compa- between.Eastern.and.Western.Europe..Broadband.and. nies’.efficiency.and.leads.to.extra.costs..In.addition,.the. technologies.are.not.always.there.yet.in.Poland.but.the. need.to.report.and.pay.corporate.taxes,.and.VAT. creativity.certainly.is..The.European.IAB.Network.is. monthly.is.an.extra.cost.they.think.should.be.removed.. gaining.more.value.thanks.to.Poland. The.high.social.security.costs.and.the.very.strong. employment.regulations.were.accepted.when.Polish. . labour.rates.were.very.low,.but.I.think.that.as.Polish. wages.are.increasing.significantly,.these.costs.and. regulations.will.not.encourage.future.investment.in. Jan Jilek Poland.by.British.companies. CSO at Xclaim.hr, Vice President at Interactive Marketing Association, Croatia On.final.point,.the.British.will.never.get.used.to.the. need.for.all.documents.to.be.signed.and.“stamped”.. In.my.opinion.Poland.has.the.biggest. This.is.just.not.necessary.in.Britain,.for.example.in. potential.in.CEE... Britain.a.company.will.accept.a.commercial.order.over. I.believe.that.in.3.years’.time.Poland.will.jump.from.the. the.phone.from.a.regular.customer,.by.accepting.an. regional.avarage.to.the.first.place.in.terms.of.the.online. “Order.number”..No.contracts,.signatures.or.stamps.are. market.growth..The.only.thing.which.may.affect.its. needed!. development.is.a.slowing.growth.rate.of.an.internet. penetration..I.think.that.it.may.be.necessary.now.to. . introduce.internet.to.the.rural.parts.of.the.country.to. maintain.current.pace.of.growth. Massimo Burgio . Co-chairman of the Global Committee at SEMPO, Founding Member of Sempo Europe, Sempo Latino and a frequent speaker at SES, Italy/USA Martin Kovac Country Manger at ETARGET a.s., Slovakia Poland.has.a.very.vibrant,.passionate.and.professional. community.of.online.marketers..I.have.always.observed. With.the.population.of.almost.40.million. Polish.market,.especially.search.engine.marketing. people.Poland.is.the.strongest.and.the.most. sector.with.curiosity..The.early.presence.of.local.search. attractive.market.in.CEE..It.will.remain.the.biggest.player.in. engines.used.by.millions.of.users,.as.well.as.local.web. the.region.having.overseas.money.shaping.its.development..
  27. 27. DIGITAL LANDSCAPE: POLAND Chris Modzelewski Right.now.the.main.market.constraint.to.consider.is.the. CEO at Emerging Analysis Corporation, owner of competition.in.the.labour.sector..Poland’s.educated. Eastern Europe’s largest online media research workforce.and.especially.its.excellent.software.developers. agency Gemius, one of the earily investors in are.highly.prized.by.high-technology.companies.from. Polish online market, USA around.the.world..This.combined.with.strong.domestic. macroeconomic.growth.is.driving.up.wages.and.competi- My.first.investments.in.Poland.were.in.1999.when.I.established. tion.for.the.most.talented.workers..While.this.benefits. Gemius.(Central..Eastern.Europe’s.leading.internet.research. Poland,.it.is.a.factor.that.investors.looking.at.Poland.have. agency)..In.1999.Poland.was.a.much.stabler.location.for.invest- to.consider.carefully..Why.should.someone.build.a. ment.than.in.1991.(when.I.first.visited.the.country),.but.I.still.saw.it. development.center.in.Poland.if.they’ll.have.to.recruit. as.far.riskier.than.other.countries.I.could.invest.in..Today,.just.a. staff.(or.open.another.center).in.Ukraine.to.find.talented. short.8.years.later,.Poland.is.an.entirely.different.country..The.rule. employees? of.law.is.stronger.and.corruption.is.less.endemic. The.other.constraint.to.consider.when.investing.in.Poland. The.Polish.internet.market.has.a.tremendous.potential.. is.the.competitive.landscape..A.sophisticated.market.that. With.close.to.40.million.people,.dropping.internet.access. evolved.organically.without.significant.infusions.of. prices,.rapidly.growing.penetration.and.advertising. western.capital,.strategy.or.brands.has.a.very.different. budgets.shifting.online,.Poland.is.one.of.the.most. competitive.landscape.than.some.westerners.might. attractive.internet.markets.in.Europe.today..Its.„potential”. expect..This.is.not.so.much.as.a.„constraint”.as.it.is.a. -.which.from.a.western.perspective.can.be.seen.as.the. warning.to.investors:.if.you’re.going.to.invest.in.Poland,. ability.to.generate.both.domestic.profits.and.provide. do.your.homework.first... lower.costs.-.is.attractive.to.investors,.but.they.should. . enter.the.market.with.open.eyes.and.be.very.sensitive.to. . the.local.reality. Eric Urdahl, Head of International Business, AD Europe, Germany From.the.perspective.of.western.internet.players,. Poland.is.different..Poland’s.internet.industry.evolved. Polish.online.market.is.the.most.important.one.in.CEE.in.terms. (at.least.in.its.early.years).in.its.own.local.reality..This. of.pan-European.online.campaigns.for.our.international. shaped.the.competitive.landscape.very.differently.than. network.AD.Europe..We.have.been.experiencing.the.strongest. what.many.western.players.would.expect.based.on. growth.rates.since.2005. experiences.in.the.United.States.or.Western.Europe.. Western.investors.considering.how.to.tap.into.Poland’s. .Interest.in.Poland.has.grown.since.the.country.entered.the. internet.potential.should.bear.this.fact.firmly.in.mind. EU..Poland.has.good.penetration.rates.and.broadband.cover- and.approach.the.market.respectful.of.Poland’s.suc- age..This.fuels.its.online.advertising.market.and.also.attracts. cesses.in.the.past.10.years. more.European.advertisers.
  28. 28. DIGITAL LANDSCAPE: POLAND 7. aboUT InTeRneT sTandaRd about the authors: Michał Grzechowiak Michał.started.working.at.IDG.Poland.in. 2007..Previously,.as.a.journalist.of. „Magazyn.Internet”,.a.Polish.magazine.for. internet.users,.he.used.to.cover.many. aspects.of.the.web..In.Internet.Standard.he.focuses.on. writing.case.studies.on.Polish.online.firms.to.”E-biznes. od.kuchni”.(”E-business.uncovered”).section.as.well.as. providing.business.news..Apart.from.working.for.IDG. Poland,.Michał.studies.economics.at.University.of. Warsaw.. . E-mail: Michal_Grzechowiak@idg.com.pl anna Meller Anna.joined.IDG.Poland.team.in.2000..At.the.beginning. of.her.career.she.worked.for.PC.World.Komputer,. covering.stories.on.artificial.intelligence,.new.online. trends.and.future.of.the.web..Later.(after.the.dot.com. bubble.burst).she.moved.to.Internet.Standard,.where. she.focused.on.the.business.aspects.of.the.internet..She. helped.to.revive.the.online.business.community. gathered.round.the.title..Anna.is.responsible.for.writing. reports.and.news..She.is.also.involved.in.organizing. Internet.Standard.businesss.conferences..Anna.studied. Polish.and.English.literature.and.linguistics.at.Gdansk. University.in.Poland..She.likes.jazz.music,.hiking.and. reading.books... . Email: Anna_Meller@idg.com.pl Production team: Piotr Zalewski Piotr.has.been.working.as.an.online.editor. at.IDG.Poland.since.March.2006..He.mainly. COVER. covers.new.trends.and.business.aspects.of. Grażyna.Stefek. the.internet..Piotr.is.responsible.for. . editorial.content.of.Internet.Standard..He.writes.news. DESIGN. and.articles,.and.also.helps.with.organizing.confer- Anna.Karabon ences..He.is.in.charge.of.the.development.of.the.new. design.of.magazine’s.website..Piotr.studied.social. DTP. psychology..He.is.interested.in.new.technologies,. Beata.Miętus media.and.skiing.. . ChARTS. Email: Piotr_Zalewski@idg.com.pl Adam.Sienkiel
  29. 29. DIGITAL LANDSCAPE: POLAND ADVERTISING CSO,.Computerworld,.GamePro,.InfoWorld,.Macworld,. Anna.Stando. Network.World,..Internet.Standard.and.PC.World..IDG’s.lead- Email:.Anna_Stando@idg.com.pl. generation.service,.IDG.Connect,.matches.technology. Tel..+48.22.321.78.00 companies.with.an.audience.of.engaged,.high-quality.IT. professionals,.influencers,.and.decision.makers.. INTERNET STANDARD CONFERENCES Agnieszka.Świtkowska. Each.month,.over.80.million.unique.visitors.visit.the.more.than. Email:.Agnieszka_Switkowska@idg.com.pl 450.websites.of.IDG’s.online.network..To.ensure.that.IDG. online.audiences.have.access.to.rapidly.updated.information,. Internet standard IDG’s.online.network.is.supported.by.more.than.2,000. InternetStandard.pl.is.a.leading.Polish.online.magazine. journalists.and.the.only.24-hour.global.technology.news. published.by.International.Data.Group.Poland.S.A... organization,.the.IDG.News.Service,.which.reports.the.latest. It.is.visited.by.more.than.200,000.users.monthly.(real.users,. technology.news.from.its.bureaus.around.the.world..IDG.has. Megapanel.Gemius/PBI),.among.them.there.are.top.internet. built.the.broadest.network.of.technology.content.online.and. industry.leaders,.managers,.directors,.advanced.web.users.. reaches.more.technology.buyers.than.any.other.media. Internet.Standard.is.focused.on.business.and.social.aspects.of. company.. the.internet..Online.magazine.runs.its.Online.Expert.Forum. and.business.conferences,.which.are.very.popular.in.the. IDG.produces.more.than.750.globally.branded.confer- country. ences.and.events.in.55.countries..Industry.leading. international.events.include.Macworld.Conference..Expo. International data group and.LinuxWorld.Conference..Expo..IDG’s.LinuxWorld. International.Data.Group.(IDG).is.the.world’s.leading.technol- events.are.now.found.in.nearly.20.countries.on.five. ogy.media,.events,.and.research.company..IDG’s.online. continents..Leading.conferences.include.CIO.100,.DEMO. network.includes.more.than.450.web.sites.spanning.business. and.IDC.Directions..IDG.produces.19.conferences.and. technology,.consumer.technology,.digital.entertainment,.and. events.in.China.alone,.and.was.first.to.offer.expos.in. video.games.worldwide..IDG.publishes.more.than.300. emerging.markets.throughout.Asia,.Eastern.Europe.and. magazines.and.newspapers.in.85.countries.including.CIO,. Latin.America.
  30. 30. www.internetstandard.pl Conferences DIGITAL LANDSCAPE: POLAND INTERNET STANDARD There is one standard – Internet Standard In 2007 Internet Standard organized a few strategic, business-to-business conferences which were met with great acclaim from internet and related industries. • must attend internet industry annual event • latest online research and business analysis • new market trends • online adspend • new investments, mergers and acquisitions, stock exchange listings • best online marketing practice CLIENTS 2.0 • new trends: Web 2.0, social networking, behavioural targeting FMCG • best FMCG case studies • internet in media mix • online ad spend • advertising strategy • best case studies • new developments in e-commerce market • consumer behaviour • business models for e-commerce • customer acquisition and retention • online payment systems ConferenCe SChedule for 2008 V best internet industry conferences in the country • future media • Clients 2.0 • searCh engine marketing • adstandard 2008 V exclusive analysis standard 2008 • e-CommerCestandard V leading keynote speakers • internet 2k8 2008 V brilliant networking opportunity If you would like to get involved in Internet Standard Conferences project 0 or simply find out more about the coming events please contact Agnieszka_Switkowska@idg.com.pl, www.internetstandard.pl

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