This article is a part of Poland Unpacked. Weekly intelligence for decision-makers
Poland’s telecommunications market is among the most competitive in Europe. Mobile service prices remain some of the lowest in the European Union, even as operators pour billions of zlotys each year into infrastructure and new technologies. Andreas Maierhofer, CEO of T-Mobile Poland, talks about the realities of the market, the expansion of 5G networks, new business areas, and the future of the Heyah brand.
Cezary Szczepański (XYZ): Is this the end of the Heyah brand in Poland?
Andreas Maierhofer, CEO of T-Mobile Poland: We are not withdrawing the Heyah brand from the market. This message appeared in some media outlets, but in reality, we are only discontinuing Heyah 01, the digital subscription offer.
Why?
We decided that we should have a single digital offering, and instead of Heyah 01, we chose Red Bull Mobile. Customers who are moving from Heyah 01 into the Red Bull world – our partner – gain significantly more benefits in terms of the service portfolio. The Heyah brand itself will certainly remain on the market. We have many satisfied customers and are very happy with this brand; however, the strictly digital offer will be discontinued. But make no mistake – we are definitely not saying goodbye to the Heyah brand.
T-Mobile, Heyah, and the Future
How many customers use Heyah?
I can’t provide exact figures, but we are very pleased with the number of customers. Of course, Heyah is just one of our sub-brands – the user base is not comparable to our main T-Mobile brand.
T-Mobile saw growth in revenue and customer numbers in 2025. But in the industry, there aren’t many reasons to pop the champagne?
2025 was a very successful year for T-Mobile Poland in terms of both commercial and financial results. Nevertheless, the overall market situation has not changed much. Telecom service prices – both mobile and fixed-line – remain among the lowest in the European Union. Poland continues to be one of the most competitive markets in Europe. This is, of course, beneficial for customers, but it’s important to remember that the telecom industry must invest enormous sums in infrastructure. For example, 4G technology is not yet fully utilized, and we have already begun rolling out 5G. Meanwhile, the next generation of networks is already knocking on the door. We therefore need to achieve solid financial results to justify building this infrastructure, which is crucial for the Polish economy and society. The market is very competitive, but from an investor’s perspective, the pricing level is not fully satisfactory.
What does T-Mobile earn its revenue from?
Which area generates the most revenue for T-Mobile in Poland?
In terms of revenue, the mobile segment is the most important. Although profitability remains low compared with other countries, it is still a profitable business. We see this both in the B2C segment, serving individual customers, and in B2B. These are the areas that generate the largest revenues and margins. We also play a significant role in the fixed-line market. This is a substantial revenue stream that is gaining importance, although the profitability of fixed-line services is still lower than that of mobile. In recent years, we have also observed growth in areas beyond our core operations. I am referring to security product portfolios, systems solutions in the B2B segment, and data center business. These areas are growing very rapidly in percentage terms.
You mentioned data centers, but that market has many competitors, especially global players. What is the growth plan?
Indeed, the highest percentage growth is recorded in the broadly defined ICT sector. This includes cloud services, colocation, implementation services, and cybersecurity. These are areas where we see tremendous progress every year. Equally important are what we call “beyond the core” services – additional offerings. One example is Magenta Moments, a program that already has 2 million users. Through Magenta Moments and our mobile app, we also aim to educate users on leveraging artificial intelligence tools. That’s why we collaborate with partners like Perplexity and ElevenLabs. Today, these are the areas where we see the greatest growth potential.
Where the growth potential lies
You mentioned the consumer market, but do you also consider growth in B2B tools or the ICT sector?
ICT is largely a B2B sector, although we should not overlook the growing popularity of security products among individual consumers as well. Both of these growth areas are equally important to us and allow us to build additional revenue streams.
You spoke about the profitability of the Polish market. At what stage is the so-called price war between operators currently?
I wouldn’t call it a price war, but it is true that the entire telecom industry faces challenges because the average price level in Poland – compared with other EU countries – remains among the lowest. I often give a simple example: a breakfast with cappuccino and toast in the city center costs more than a monthly mobile subscription. On the other hand, everyone expects us to make massive investments in infrastructure, which does not always align with such low pricing.
How will T-Mobile invest?
Can you disclose the level of investment in infrastructure in Poland?
Over the past ten years, we have invested an average of PLN 1.5 billion annually in the Polish market, which is a significant sum. Previously, it was around PLN 1 billion per year, but over the last decade investment has clearly increased. Most of this money goes into infrastructure, primarily network expansion.
What are the plans for the future or for the current year?
We do not plan any reduction in investment. CAPEX will remain at a similar level – always above PLN 1 billion per year. Our top priority is the development of 5G. It’s worth noting that we began building our 5G network in the C band earlier than our competitors, which is why today we are one of the leaders in this technology in Poland. We have one of the largest and fastest 5G networks in the C band. Poland, in fact, is very “spoiled” when it comes to network quality – our infrastructure ranks among the best in Europe.
5G network expansion
Even better than in Germany?
I’m not the one to make that judgment, but user experiences show that the network in Poland is at a very high level. Technological leadership is key for T-Mobile Poland – we aim to be at the forefront of every new technology.
Do you have specific 5G coverage targets for this year or next? You publicly state that over 50% of Poland’s population has access to 5G, but we’ve been hearing that for some time.
We want to increase that figure. However, I do not plan to disclose exact annual data, as our competitors would be eager to see it. We are expanding network coverage gradually, step by step.
How will the new technology change the current infrastructure?
The change will be significant. Two years ago, T-Mobile switched off its 3G network to focus on the latest technologies – 4G and 5G. When the next generation of networks arrives, we want to lead the way. This requires not only infrastructure investment but also the availability of compatible devices on the market.
The biggest risks for T-Mobile
What, then, is your biggest concern or risk for T-Mobile in the Polish market?
My greatest concern – not just in Poland, but across Europe – is excessive market regulation. The European Commission recently published proposals for the Digital Network Act and the Cyber Security Act. We view these regulations as inconsistent and unbalanced.
Why?
Our main competitors are, in practice, global technology companies that are not subject to the same strict regulations as the European telecom sector. We invest billions of zlotys in infrastructure, supporting the development of the economy and society, while hyperscalers do not bear comparable costs yet expect access to our network and compete with us directly. This approach is asymmetric and unfair. As strategic investors, we deserve regulatory conditions at least equal to those applied to global hyperscalers.
Europe, the U.S., and investment spending
So, these regulations are unpopular with both Americans and Europeans?
For example, the Digital Network Act stipulates that anyone building a network must make it available to other entities. This raises the question: what is the incentive to invest in its development? There are further challenges. By 2030, operators would be required to phase out copper networks. Meanwhile, the Cyber Security Act mandates replacing all technical components from suppliers deemed “high risk” within three years of the European Commission’s decision. Operationally, this is very difficult, conflicts with the investment lifecycle, and entails additional costs from early write-offs. It could negatively affect service quality and pricing for customers. There are some positive aspects, such as indefinite spectrum reservation periods, but overall, as a telecom sector, we feel unheard.
Why is this happening? Most major infrastructure companies in Europe are European. Can’t you appeal to your “own” EU?
It’s hard to say what motivates the policymakers. However, we do have the sense that we are treated less favorably than global technology companies.
The future of T-Mobile in Poland
What is currently happening at T-Mobile in Poland? How many people do you employ, and what kind of talent will you be looking for in the future?
T-Mobile currently employs more than 4,000 people. Each year, we recruit hundreds of new employees and collaborators. We look for talent straight out of universities, particularly individuals with strong knowledge of AI and new programming languages. We also hire in commercial, marketing, and sales roles. Overall employment levels remain stable.
So AI won’t take jobs at T-Mobile?
We view AI primarily as a tool that helps increase efficiency and supports employees, especially those in direct contact with customers. Our strategy is not to replace people with artificial intelligence, but to empower them in their work through this technology.
Key Takeaways
- The Heyah brand remains in Poland. T-Mobile is discontinuing only Heyah 01, its digital subscription service. The company has decided to focus on a single digital offering, with Red Bull Mobile as its chosen brand in this segment. Customers using Heyah 01 will be migrated to the partner’s offer, which, according to the operator, provides a broader service portfolio. The Heyah brand itself remains on the market and continues to have a significant user base, though the operator does not disclose exact numbers.
- The condition of the Polish telecom market. T-Mobile emphasizes that 2025 was a successful year in terms of financial results and customer growth. At the same time, the entire sector operates under very strong competition and some of the lowest service prices in the European Union. Operators must simultaneously make substantial infrastructure investments, including in 5G networks and next-generation technologies. According to the company, service prices do not always align with the scale of these investments.
- T-Mobile’s growth strategy in Poland. The mobile segment continues to generate the largest revenues, both among individual and business customers. The operator is also developing fixed-line services and expanding into new areas such as ICT, cloud services, data centers, and cybersecurity. The company plans to maintain a high level of infrastructure investment – exceeding PLN 1 billion annually – and to continue expanding its 5G network. At the same time, it highlights the growing role of additional services and AI-based tools.