2009 Operating review
Our two brands continued to enjoy good recognition among Polish consumers in 2009. In terms of positioning, TP is seen as family-oriented, mainstream and reliable; Orange as more dynamic, creative and independent. In the medium term we intend to maintain both brands, but as our organisational transformation progresses we will move towards implementing a single brand. Throughout 2009, we continued to leverage our key competitive advantages: the largest customer base on the Polish market; the broadest portfolio of products and services; and our access to France Telecom’s global experience and purchasing power. We developed offers that make use of this scope and scale to appeal to more customers, including pay TV and video on demand over satellite (DTH) and increased mobile broadband coverage through a combination of UMTS and CDMA. We were also able to ride the trend in consumer demand for increased services at the same price, offering higher bandwidth options in fixed broadband and higher transfer limits in mobile broadband.