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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/.
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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
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
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�����
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
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����$SOLNDFMH�PRELOQH��SRWHQFMDÊ�EDQNRZÐFL�PRELOQHM��X×\WNRZQLF\�WHOHIRQµZ�NRPµUNRZ\FK�å�3ROVND�����8×\WNRZQLF\�DSOLNDFML����
Ilu Polaków korzysta z bankowo&ci mobilnej?
Motywy si#gania po bankowo&$ 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����
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
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�
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
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3RUµZQ\ZDQLH�FHQ
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6]XNDQLH�LQIRUPDFML�Z�,QWHUQHFLH��NLHG\�MHVWHP�Z�VNOHSLH
8×\WNRZQLF\�]Z\NÊ\FK�WHOHIRQµZ���IHDWXUH�SKRQHµZ
8×\WNRZQLF\�VPDUWIRQµZ
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Q\FK�X×\WNRZQLNµZ�L�LFK�SRVWÇS\��SU]\SRPLQD�NXUVDQWRP��×H�QDGV]HGÊ�F]DV�QD�
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Opis
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Klient G+J Polska
Wykonawca Optizen Labs
'RVWÇSQRÐÅ� � iOS
Data publikacji marzec 2012
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Klient Unilever Polska, marka Knorr
Wykonawca We Like CAPS!
'RVWÇSQRÐÅ� � iOS, Android, Windows Phone, Nokia Symbian & S40, Samsung Bada i Smart TV
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Klient Orange Polska
Wykonawca Looksoft
'RVWÇSQRÐÅ�� Android, iOS, Windows Phone, Blackberry
Data publikacji czerwiec 2012
Moim zdaniem
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Reklamodawca Volvo, nowy model samochodu V40
Wykonawca (kreacja) K2
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Dom mediowy Mindshare
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Miejsca emisji m.wyborcza.biz, m.wyborcza.pl, m.Tok.FM
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Wykonawca Zjednoczenie.com
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Monika Mikowska
Nagrody i wyró#nienia
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Klient Credit Agricole
Wykonawca Symetria
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Data publikacji lipiec 2012
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Wykonawca Orange Polska, Imano.com
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