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As part of its strategy to enter European markets, Polish marketing agency Mobbery came out with research on mobile penetration in Poland compared to Germany and other EU countries.
Poland still lags behind western neighbours like Germany, the United Kingdom, Italy, France, and Spain in terms of smartphone penetration. While over 50% of the German population owns a smartphone, ownership remains at a mere 25% in Poland. In February 2013 Poles downloaded just a little over 38 million apps, whilst in Germany this figure was 149 million.
The difference in average monthly wage in Germany (3,500 euro/month) and Poland (850 euro/month) is partly to blame for the lesser penetration of more expensive smart phones. The average cost of mobile development is roughly 23,000 euro in the former country and roughly 8,000 euro in the latter. More data are available at the end of the post.
Over the past few years, Krauschar and Robotycka have attempted to enter this market by creating Mobberry more than a year ago. Mobbery is a marketing agency dedicated to online-offline projects. It uses social-media data and NFC, RFID, and QR codes to help bring more customers in physical stores by offering incentives and rewards based on online activity. Customers may be offered discounts at stores based on interests or pages they’ve liked on Facebook. So when a person visits a physical store, he or she could receive notifications about discounts on albums from bands or movies from actors that they “like”. This offers one possibility for turning “followers” into paying customers.
Although currently based in Poland (clients include Costa Coffee, Credit Agricole, Eurosport, Hubert Burda Media, Nestle, Plus, SABMiller), Piotr Krauschar, the founder of Mobbery says that they intend to expand the brand soon with offices in Berlin and London.
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