T-Mobile Polska’s 2024 results Customers appreciate quality - a record-breaking year by T-Mobile.

At the end of 2024, the number of mobile T-Mobile subscribers rose to 12.87 million, an increase of 273 thousand compared to the year before. The largest share of this result comes from operator’s being widely successful in attracting the most demanding and valuable postpaid customers with 267 thousand base growth in this segment year to year. In the last quarter, the operator reached a milestone development of its fixed base, with the number of fixed broadband customers reaching 359 thousand by the end of the last quarter.

     

In 2024, T-Mobile continued its efforts to provide customers with the best service quality and the best convergent offer. It was supported by launching a fixed offering on the BSA footprint of Vectra and Polski Światłowód Otwarty. This allowed T-Mobile to provide its fiber services to almost 10 million households across Poland, making the company the leader in the fiber coverage by the end of the year. In effect, not only was the fixed offering widely successful – as reflected in the fixed broadband customer base growth – but also lead to a substantial increase in the number of customers using two and more services from T-Mobile – a growth of 15% y-o-y. Effects of this acceleration were seen especially in the last quarter of the year when the revenue increased by 4.8% to the amount of 1,9 billion PLN. The full-year revenues in 2024 – as result of customers choosing multiple products and reaching for higher plans, as well as positive developments in the B2B market such as increasing customer base – grew by 3.8% and reached 7.3 billion PLN.

     

The gains in the revenues area translated into EBITDA. Not only was it growing consistently throughout the year but significantly peaked in the fourth quarter with over 6% growth (445 million PLN, 6.2% y-o-y increase). The overall EBITDA AL for 2024 amounted to 1,9 billion PLN which made it 5.1% higher than the year before.

The year 2024 was the most successful in the last decade. The remarkable commercial momentum, which we continued through the year, comes from a combination of strategic elements: the best product portfolio which corresponds with the real needs of the customers; a technological excellence supported by the most ambitious in Poland rollout of C-band 5G Bardziej network; dedication to extending the convergent customer base, enabled by achieving the largest fiber footprint by the end of the year; and  - the last but not least - leading customer service which makes our customers stay with T-Mobile for good and recommend it to their peers – said Andreas Maierhofer, CEO of T-Mobile Polska. We believe that in the current times, marked by general uncertainty, lack of trust and constant disruption, where new technologies such as AI can change the world almost overnight, customers need a reliable partner to provide them with the best, trusted solutions and guide them through these challenges. By doing just that we build a strong relationship with customers, and results of this we can see now.

     

The very good financial standing of the company allowed us to execute a bold countrywide investment project of rolling out a state-of-the art 5G network, reaching a large part of the population and becoming the leader in 5G C-band coverage in just one year. At the same time, we were able to increase spendings on strengthening of our brand through intensive marketing communication, boosting recognition and supporting sales, especially in the fourth quarter – said Juraj Andras, CFO of T-Mobile Polska. – Focusing on the results, it is clear that we achieved and kept a positive market momentum gaining customers and strengthening our position which, in consequence, led to an impressive achievement: growth in all the segments across all quarters. We kept our promise to deliver a sustainable financial growth, and this puts us in a very good position entering the year 2025.

Customer Care and Development of Convergent Services
In the individual customer segment, the fourth quarter of 2024 at T-Mobile was marked by customer appreciation and the development of convergent services. As part of the Magenta Moments program, which until today has attracted over 1.5 million T-Mobile customers within a year of its launch, users could take advantage of selected offers from over 300 partners, as well as lotteries with attractive prizes. Additionally, during the Christmas promotions, the operator appreciated the loyalty of its customers – the longer they were associated with the T-Mobile network, the more valuable device vouchers they received.

At the same time, the operator focused on expanding the availability of high-speed fiber optic internet services through cooperation with wholesale partners which resulted in an increase in the number of addresses within T-Mobile's reach. Adding to that, introducing attractively priced service packages with fiber optics resulted in a 36% increase in Q4 fiber optic sales compared to the fourth quarter of 2023.

Growth across key segments of the business market
The MagentaBIZNES plans, dedicated to small business segment, kept on attracting new customers. Not only were the net additions higher than the year before, but the ratio of companies choosing fully unlimited tariff variants kept improving too, reaching 84% by the end of the year. T-Mobile did not cease developing and enhanced its offer – the recently introduced cybersecurity services for the SVS segment is selling impressively in all quarters, reaching 360.000 customers by the end of the year.
The similar trend: customer base growth coupled with the very good performance of the cybersecurity products could also be seen in the large accounts segment. In 2024 T-Mobile signed, among others, a large contract for the service provision to the COAR (Government Administration Service Center) and a substantial private client. 

The year of investments in service quality
In the area of technology, the year 2024 was marked by the development of infrastructure, enabling the delivery of top-quality services to customers. The first and the most ambitious of such projects was the launch fast and reliable 5G network, built on C-band frequencies, in just a year. In just 12 months, T-Mobile launched a 5G Bardziej signal on more than 3,400 base stations across the country connected with fiber or 10Gb/s links. Currently, this technology is available on 3495 base stations, and with almost half of the population in coverage, this represents the largest 5G network built on 3.x frequencies in our country. In cities with more than 100,000 inhabitants, where the new network became a key tool to increase network capacity, the percentage of 5G Bardziej- enabled sites reaches 75%. T-Mobile’s network was recognized with “The Fastest Mobile Internet” as well as “the Fastest Home Internet” awards by SpeedTest.pl and the Komputer Świat awarded it with “the best quality of mobile internet access” title.

In parallel, the operator was expanding its fiber-optic network to meet the ever-increasing demand for data. By 2024, the total length of T-Mobile's own lines increased by 2,800 kilometers to 13,800 kilometers. In the wake of increasing capacity, changes in traffic patterns are following. Already 84% of voice calls are made via VoLTE and VoWIFI technologies, and the total volume of data transferred on T-Mobile's network is more than 3,300 PB, an increase of 15.4% year over year. The 5G network alone now transmits 308% more data than a year ago.

ESG – actions for inclusion recognized 
At T-Mobile, caring for the planet aligned with efforts in digital inclusion and security. Through the campaign “We act with care for nature,” customers received discounts on new devices when recycling old phones. During Christmas, T-Mobile partnered with Noble Parcel for “Old phones work wonders,” where more phones collected in showrooms meant greater support for the organization.
In Q4, T-Mobile reinforced its commitment to digital inclusion with another edition of “Network of Generations,” training nearly 300 seniors in tech skills, and the third season of “Pewni w sieci,” a cybersecurity mini-series.
The company also earned recognition for its sustainability efforts. At #UNDay2024, hosted by the UN Global Compact Network Poland, T-Mobile won awards for labor standards and business transparency. In November, at the Innovator ESG gala, it received three distinctions: gold in the S category for digital inclusion of seniors, and honorable mentions in E and G for environmental IoT solutions and corporate governance.