Polkomtel's Sami Swoi brand fails to win over clients

The brand has only a 2-3% share of the prepaid phone market. "Sami Swoi is a failure," commented Przemyslaw Klich from the Internet PayGSM service. This is why Polkomtel tries to change the image of Sami Swoi. "At the beginning we addressed our offer to elderly people and people from smaller towns. Now we address it to adults who have a stable material situation. We have placed emphasis on voice services and low fees for calls," explained Monika Warska, responsible for Sami Swoi in Polkomtel. However, it seems that the company does not expect that the recent promotional campaign will have a significant impact on the position of the brand, but rather that it will allow to maintain the brand's current position on the market. (Puls Biznesu, pp. 1,11) E.B.