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Information and communications technology to Poland
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(Last updated: 12 Jul 2007)
Trends and opportunities
The market
The ICT sector in Poland is one of the fastest developing economy sectors. Polish companies are quick in adopting new technologies and trends. The Polish people are eager to learn and to integrate technology into their business and personal lives, and will increasingly do so as their economy is rebuilt and embraced by the European Union.
The telecommunication sector has been deregulated and entirely privatised. Mobile telephony penetration rate reached 50 per cent and with almost 19 million mobile users makes up the largest market in Central Europe. This sector has been liberalised and the new telecommunication law, which is currently under implementation, will bring Polish law into line with the latest European Union (EU) directives.
Internet penetration and broadband is picking up. Rapid growth in Wi-Fi hot spots in Poland fuelled sharp increase in laptop sales.
The current structure of the IT market was in favour for hardware (44 per cent) but the share of hardware in the value of the market keeps diminishing in favour of services. It is expected that the most dynamic development will be in the IT services sector.
Opportunities
Opportunities for Australian suppliers looking to sell their products and services in Poland exist in the following areas:
- Innovative solutions in IT and telecommunications sector
- Mobile applications
- E-government, e-learning and e-health
- Banking and finance solutions
- Internet solutions
- Fixed line infrastructure
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Tariffs, regulations and customs
Poland has been a member of the European Union (EU) since 1 May 2004 and has adopted EU custom tariffs. It is recommended that you check the details at EU Custom Duty Tariff TARIC. It is also necessary to obtain a CE certificate from the relevant authority.
There is no import duty for most telecommunications components from Australia but it is recommended you check details for each item at Main Import Duties Office. There is a six per cent import duty imposed on most electronic devices from Australia.
Poland, as a partner member of European Union, applies no import duty on products of European origin. It is necessary to obtain a certificate from the relevant authority that allows selling the product on the Polish market.
There is an approval procedure for telecommunications equipment.
Industry standards
Industry standards include:
- 230V/50Hz and 400V/50Hz
- Domestic connections use two or three pin plugs similar to the standard European plugs with a slight modification
- The earth pin protrudes from the socket (female earth connection on plug)
- Metric measurement system
- Labelling in Polish is required
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Marketing your products and services
Market entry
Market entry strategy varies according to product or service but the essential step is to establish a relationship with the local partner. Local representation is highly important for supporting products and systems requiring repairs and maintenance.
A local office is also advantageous when participating in tenders. Local representation through a local agent or distributor is very often crucial in winning contracts through public procurement procedures in which a locally based office is included as a pre-requisite.
The Polish market is price competitive and consumers are looking for good quality products. At this time the traditional advertising media are recommended rather than online marketing or advertising. Visit the market regularly, and follow up on your visit and prepare comprehensive information packs in the Polish language, profiling your company and products.
With growing access to the Internet, an increasing range of services may be offered to Polish buyers through the Internet, however, most Polish consumers are very cautious about the security of e-commerce payments so e-commerce is still in its infancy in Poland.
Currently only 14 per cent of Polish companies are engaged in any sort of e-business. Most Polish companies have a web presence but they don’t buy or sell via the Internet.
Distribution channels
Distribution channels very according to product or service. Having a local distributor is recommended and you should work with a company that is well established within the sector and who has a good relationship with potential customers. Sales directly from Australia require frequent personal contact with the buyer. |
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Contact details
The Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio.
Austrade assists Australian businesses contribute to national prosperity by succeeding in trade and investment, internationally, and promoting and supporting productive foreign investment into Australia.
Austrade:
- Delivers services that assist Australian businesses initiate, sustain and grow trade and outward investment.
- Promotes Australia as an inward investment destination and, with the States and Territories, supports the inflow of productive foreign direct investment.
- Administers the Export Market Development Grants scheme.
- Undertakes initiatives designed to improve community awareness of, and commitment to, international trade and investment.
- Provides advice to the Australian Government on its trade and investment development activities.
- Delivers consular, passport and other government services in designated overseas locations.
A list of Austrade offices (in alphabetical order of country) is available.
More information
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au |
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