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A GLOBAL VIEW OF MOBILE ADVERTISING:              OCTOBER 2010 REPORT - ASIA PACIFIC MARKET

SECOND RELEASE:  INMOBI NETWORK DATA Release Date: 6 January, 2011

To download the full report, visit us at www.InMobi.com/research 

NETWORK DATA

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010

Network Data: Specifications and Representation

Specifications

Data in this report are sourced from our global mobile advertising network which served 24.1 billion impressions in October 2010. With 102 countries receiving over 10 million impressions in October 2010, we are able to claim one of the broadest and most representative networks in the world. Exact specifications are as follows:

• Global Available Impressions in July 2010: 20.3 Billion• Global Available Impressions in October 2010: 24.1 Billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 102 countries with over 10 million impressions in October 2010• Base Measure: Available Impressions• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices• Time Periods: October 2010 with change versus July 2010

Representation

InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind, the following issues are present in this data.

Mobile Advertising Market Definition: This report covers mobile display advertising only including both WAP and APP. SMS/Text and Search are NOT included in this synopsis.

Scale and Time In Market: Representation within the network is a function of the both scale and time in market. Readers can expect more fluctation and variance in younger, smaller markets for the company.

Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over 5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact the data.

Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a much lesser extent than publishers.

ASIA

Asia Regional Profile: October 2010

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010

Available Impression Volume & Composition

Type July October % ChgGlobal 

Development Index

Total 11,460,224,000   12,457,582,814   8.7% naSmartphone 1,523,003,912    2,241,896,823    47.2% 66

Advanced 9,937,220,088    10,215,685,991   2.8% 113

Asia mobile ad impressions grew by just under 1 billion impressions in 90 days (+8.7%).

Smartphones primarily drove Asia impression growth on the InMobi network, growing 47.2%.  With mobile phone proliferation across Asia, Smartphones increasingly become the primary digital media screen for a large portion of the worldʼs population.

Smartphone gains (+719 million impressions) were primarily driven by the Apple iPhone.

The Apple iPhone increased +6.5 share points in just 90 days.  This puts it as the clear number 1 handset in the region with over 1 billion impressions monthly.  As iPhone penetration increases, we can expect Apple to be the dominant smartphone OS in the region and continue taking impression share from the historically Nokia and Symbian OS region.

With 2.2 billion smartphone impressions, smart-phones in Asia represent nearly 10% of the global mobile ad ecosystem.

Android and iPhone OS are leading the push of smartphone impressions in Asia, capturing +9.3 additional share points in the region.  This highlights a significant opportunity for advertisers to reach consumers with engaging advertising experiences in emerg-ing markets.

ASIA

Asia OS Shares: October 2010

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010

Available Impressions OS Available Impressions % Share Pt ChgGlobal 

Development Index

Nokia OS 3,034,806,820        24.4% -11.4 128Symbian OS 2,101,021,437         16.9% -8.5 105

iPhone OS 1,173,410,709        9.4% +7.7 83Android 219,570,270           1.8% +1.6 36

Windows Mobile OS 51,159,686            0.4% No Change 76RIM OS 35,094,061            0.3% No Change 10

Other 5,842,519,831        46.9% na na24.4%

16.9%

9.4%

1.8%.4%.3%

46.9%

Nokia OS

Symbian OS

iPhone OS

Android

Windows Mobile OS

RIM OS

Other

Android grew over 200MM impressions in just the past 90 days. This represents a 20X increase in monthly impressions to a 1.8% share.

iPhone OS grew just under 1 billion impressions and now captures 9.4% of available impressions in the region.

As smartphone penetration increases, Android and iPhone OS continue to quickly capture share (+9.3 share points combined)of mobile ad inventory from the traditional strongholds of Nokia and Symbian OS (41.2% combined share).

ASIA

Asia Manufacturer Share: October 2010

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010

Available Impressions Manufacturer Available Impressions % Share Pt ChgGlobal 

Development Index

Nokia 7,096,800,821        57.0% -4.0 118Samsung 1,557,390,379        12.5% +1.9 80

SonyEricsson 1,391,375,083        11.2% -2.8 118Apple 1,173,410,709        9.4% +7.7 83

LG 310,155,155           2.5% +0.4 71Nexian 168,722,652          1.4% -0.6 193Other 759,728,015          6.1% -2.5 na

57%

13%

11%

9%

3% 1%

6% Nokia

Samsung

SonyEricsson

Apple

LG

Nexian

Other

Apple becomes the fastest growing manufacturer in Asia, gaining +7.7 share pts in only 90 days. This brings Apple to 1.2 billion impressions in the market.

Nokia’s -4.0 decline puts it at 7.1 billion impressions in Asia. This still represents over 25% of the global mobile ad ecosystem.

In addition to Apple, Samsung also increased its share +1.9 pts of just under 350 million impressions.

Nokia (57%) continues to capture the majority of ad impressions in Asia, although a variety of smartphone manufacturerscombine to gain +10 share points (Samsung, Apple, LG).

ASIA

Asia Handset and Connected Device Detail: October 2010

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010

Manufacturer Available Impressions % Share Pt ChgGlobal 

Development Index

Apple iPhone 1,020,183,633         8.2% +6.5 73

Nokia 3110c 586,539,706           4.7% -0.1 153

Nokia 6300 361,196,294            2.9% -0.2 107

Nokia N70 308,369,606           2.5% -0.4 115

Nokia 7210 272,961,788           2.2% No Change 180

Nokia 5130 242,926,226           2.0% No Change 132

Nokia N2700 Classic 218,498,537           1.8% +0.3 154

Nokia 5233 205,843,931           1.7% +0.6 181

Nokia E63 205,442,166           1.6% -0.1 123

Nokia 2600c 189,057,701           1.5% -0.6 139

Nokia 2626 177,644,099           1.4% -0.3 150

Samsung GT-S3310 160,988,647           1.3% +0.2 189

Nokia N80 158,860,748           1.3% -0.1 118

Nokia N2690 158,779,653           1.3% n/a 175

Nokia 7610 148,182,921           1.2% -0.2 139

SonyEricsson W200i 142,223,098           1.1% -0.4 161

Nokia 6030 136,870,251           1.1% -0.1 163

Nokia 6020 135,419,475           1.1% n/a 119

Nokia 5300 132,517,733            1.1% -0.2 162

Nokia 6233 131,198,583            1.1% No Change 128

The iPhone’s remarkable +6.5 share gain brings the device to just over 1.0 billion impressions in Asia.

The second largest device, the Nokia 3110c, holds 4.7% share.

Nokia devices dominate the top 10 handsets, representing 9 of top 10 devices.

Apple iPhone (8.2%) becomes the #1 handset in the region.  

ASIA

Asia Regional Summary:  October 2010 

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010

Available Impression Volume & Composition

Type July October % ChgGlobal 

Development Index

Total 11,460,224,000   12,457,582,814   8.7% naSmartphone 1,523,003,912    2,241,896,823    47.2% 66

Advanced 9,937,220,088    10,215,685,991   2.8% 113

Top 5 Manufacturers:  % Share Available Impressions

July October Pt. ChgGlobal 

Development Index

Nokia 61.0% 57.0% -4.0 118Samsung 10.6% 12.5% +1.9 80

SonyEricsson 14.0% 11.2% -2.8 118Apple 1.7% 9.4% +7.7 83

LG 2.1% 2.5% +0.4 71

Top 3 OS Systems:  % Share Available Impressions

July October Pt. ChgGlobal 

Development Index

Nokia OS 35.8% 24.4% -11.4 128Symbian OS 25.4% 16.9% -8.5 105

iPhone OS 1.7% 9.4% +7.7 83

Top 10 Handsets: % Share Available Impressions

July October Pt. ChgGlobal 

Development Index

Apple iPhone 1.7% 8.2% +6.5 73Nokia 3110c 4.8% 4.7% -0.1 153Nokia 6300 3.1% 2.9% -0.2 107Nokia N70 2.9% 2.5% -0.4 115Nokia 7210 2.2% 2.2% No Change 180Nokia 5130 2.0% 2.0% No Change 132

Nokia N2700 Classic 1.5% 1.8% +0.3 154Nokia 5233 1.1% 1.7% +0.6 181Nokia E63 1.7% 1.6% -0.1 123

Nokia 2600c 2.1% 1.5% -0.6 139

Nokia still commands the majority of impressions in the region (57%) although Apple is growing very quickly (+7.7 share points).

Apple iPhone becomes the #1 handset in the region with 8.2% share.

Nokia and Symbian operating systems continue to lose share to iPhone OS and Android (+9.3 share points combined).

Asia mobile impression growth (+8.7%) is driven by 47% increase in smartphone inventory.

NEXT STEPS

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010

These data are the second of a series of network reports that are released quarterly. Additional regions and markets will be released throughout the quarter.

Release ScheduleNetwork data will be released at least once per quarter with the potential to increase frequency. The next planned release is January 2011 data around February 28th, 2011.

Open Source Research: Getting Involved

Objective industry analysts and thought-leaders are encouraged to comment, question, and participate. We will be sure to consider and update the research based on feedback and questions to improve the quality for all end users.

To participate, contact us at Research@inMobi.com.

To download the full reports, visit us at www.InMobi.com/research

MEASURES AND TERM DEFINITIONS

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010

InMobi Global Research: Measures and Term Definitions

Measures:

Available Impressions: The total number of ad requests made to the InMobi network. Note this is the base measure for all analysis in this report given its representation of mobile advertising activity.% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device, manufacturer, or OS under analysis.Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified region or country relative to that same inventory type, device, manufacturer, or OS share globally. (For example, iPhone OS Share in Europe is 22.9% while globally its 8.2%. Indexing 22.9% to 8.2% gives us our EU Global Development Index of 279.) Regional Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.% Chg: The percentage change in absolute value between two different time periods. Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time periods.

Definitions:

Smartphone: Any phone with an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm OS, Nokia N & E Series Phones, or Samsung Bada.Advanced: Any phone with an OS or handset NOT included in the smart phone definition above. Note that feature phones are not capable of receiving mobile display ads and WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment.App (Application): Any impressions served to a Mobile application resident on the consumer mobile device.OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and provides common services for execution of various application software receiving the impression.Handsets and Connected Device: The make and model of the mobile device receiving the impression.Manufacturer: The manufacturer of the mobile device receiving the impression.Other: An aggregation of any remaining impressions not specifically detailed previously.

InMobi Regional Definitions:

InMobi defines all regions per Wikipedia with the following modifications:“Asia Pacific” excludes China and Japan and includes all remaining Asian countries plus the 15 Oceania countries as listed in Wikipedia.

Contact Information:

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