Q3 2011 - Middle East Report

A GLOBAL VIEW OF MOBILE ADVERTISING: Middle East Regional Summary Q3 2011

InMobi Mobile Insights - Network Data

Release date: October 25th, 2011

ABOUT THE RESEARCH

Project Background

After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent mobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and a broad, independent market footprint, InMobi is well positioned to provide an objective, comprehensive, and representative view of the mobile advertising market.

Research Objectives

We have three goals with this research: 1.  Help educate the market. Statistics and information about the state of mobile

advertising are lacking in most regions of the world. 2.  Track consumer opinions regarding mobile advertising. With any emerging

medium, the consumer perspective is critical to overall market success. We see a need for trending across regions in this area.

3.  Collaborate with industry thought leaders to increase market insight and improve information quality ongoing. As a global independent company, we value partnerships that will strengthen our understanding of the market. Researchers, thought-leaders, and analysts are encouraged to contact us and apply for full partner access.

Contact Information

www.inmobi.com/research [email protected] Twitter: @inmobi

Beginning July 2011, InMobi is moving towards quarterly data views which will highlight broader industry trends and provide an overview of the

global mobile advertising market.

NETWORK DATA

Data in this report are sourced from our global mobile advertising network which served 138.4 billion impressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions in September, 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 Quarter 3, 2011: 138.4 billion • Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America • Countries Represented: 131 countries with over 10 million impressions per month • Base Measure: Available Impressions • Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices • Time Periods: Q2 2011 (April – June 2011), Q3 2011 (July – September 2011) • Comparisons: Q3 2011 versus Q2 2011

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 Mobile Web (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 fluctuation 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.

Specifications

Representation

Available Impression Volume & Composition

Q2 2011 Q3 2011 % Chg Global

Development Index

Total 3,910,416,210 5,407,976,018 38.3% n/a Smartphone 2,547,997,831 3,796,059,456 49.0% 134 Advanced 1,362,418,379 1,611,916,562 18.3% 60

Mobile Web 2,820,348,353 4,067,687,298 44.2% 95

App 1,090,067,857 1,340,288,720 23.0% 118

MIDDLE EAST SUMMARY

Middle East mobile impressions grew by 38.3% over the past quarter on the InMobi network. "   InMobi now serves over 5.4 billion

impressions per quarter in the Middle East. The volume of mobile impressions in the Middle East signifies the reach mobile devices can offer local, regional and global brands.

Mobile ad growth is mostly driven by smartphones. "   Smartphone impressions outnumber

advanced phone impressions by more than 2-to-1, and grew at a faster rate.

Over 3 quarters of ads were delivered via mobile web. "   While app impressions continue to grow,

mobile web impressions are driving growth

Middle East Regional Profile: Q3 2011

Source: InMobi Mobile Insights – Network Research, Q3 2011

MIDDLE EAST

iPhone OS impressions fell by almost 10 points, while Android impressions increased by 8.5 points. "  Symbian OS remains the top platform with a 2.5 point increase since Q2.

"  Android impressions are still low compared to the global index.

Middle East OS Share: Q3 2011

Available Impressions

41%

21%

14%

10%

7% 7% Symbian OS

iPhone OS

Android

RIM OS

Nokia OS

Others

OS Impressions % Share Pt. Chg Global

Development Index

Symbian OS 2,217,600,715 41.0% +2.5 233

iPhone OS 1,114,162,926 20.6% -9.8 187

Android 769,935,929 14.2% +8.5 63

RIM OS 521,370,476 9.6% +3.3 101

Nokia OS 402,098,848 7.4% -1.7 41

Others 382,807,124 7.1% -2.8 n/a


MIDDLE EAST Middle East Manufacturer Share: Q3 2011

Available Impressions Manufacturer Impressions % Share Pt. Chg

Global Development

Index Nokia 2,602,177,411 48.1% +0.8 135

Apple 1,114,162,926 20.6% -9.8 187

Samsung 683,124,831 12.6% +6.3 71

RIM 521,370,476 9.6% +3.3 101

SonyEricsson 238,581,754 4.4% -1.2 78

HTC 121,192,068 2.2% +0.8 38

Others 127,366,551 2.4% -0.2 n/a

Apple fell by 9.8 share points in Q3, increasing the gap with Nokia, the top manufacturer in the region by ad impressions. "  Samsung and RIM posted modest increases.


48%

21%

13%

10%

4%

2% 2%

Nokia Apple Samsung RIM SonyEricsson HTC Others

MIDDLE EAST

Middle East Handset and Connected Device Detail: Q3 2011

Handset Impressions % Share Pt. Chg Global

Development Index

Apple iPhone 4 354,618,882 6.6% +0.8 159 Apple iPhone 3G 346,222,093 6.4% +2.2 849

Samsung GT-I9000 219,341,895 4.1% +1.3 342 Nokia E63 209,261,777 3.9% +0.5 350

Apple iPod Generation IV 191,712,376 3.5% +0.8 243 Nokia E71 171,666,580 3.2% +0.2 493 Nokia N73 161,706,306 3.0% -0.1 237

Apple iPad I 154,235,665 2.9% +0.4 207 RIM BlackBerry 8520 152,786,478 2.8% +0.4 95 Samsung GT-P1000 152,502,475 2.8% +2.8 273

Nokia E5-00 148,618,772 2.7% +0.8 992 Nokia 6300 131,662,097 2.4% -1.0 135

Nokia 5800d 128,348,555 2.4% +0.5 384 Nokia 6120c 119,506,862 2.2% -0.2 273 Nokia E72 118,490,436 2.2% +0.4 824

The Apple iPhone 4 and iPhone 3G are the top handsets in the region by share of impressions. "  iPhone 3G impressions in particular over-index in the Middle East.


MIDDLE EAST

Middle East Summary: Q3 2011

Top 5 Manufacturers: % Share of Available Impressions Q2 2011 Q3 2011 Pt. Chg

Nokia 47.3% 48.1% +0.8 Apple 30.4% 20.6% -9.8

Samsung 6.4% 12.6% +6.3 RIM 6.3% 9.6% +3.3

SonyEricsson 5.6% 4.4% -1.2

Top 3 OS Systems: % Share of Available Impressions

Q2 2011 Q3 2011 Pt. Chg

Symbian OS 38.5% 41.0% +2.5

iPhone OS 30.4% 20.6% -9.8

Android 5.7% 14.2% +8.5

Available Impression Volume & Composition Q2 2011 Q3 2011 % Chg

Total 3,910,416,210 5,407,976,018 38.3% Smartphone 2,547,997,831 3,796,059,456 49.0% Advanced 1,362,418,379 1,611,916,562 18.3%

Mobile Web 2,820,348,353 4,067,687,298 44.2%

App 1,090,067,857 1,340,288,720 23.0%

Top Countries within Region: % Share of Available Impressions

Q3 2011 Pt. Chg Saudi Arabia 44.4% +2.7

UAE 13.6% +0.9 Iran 11.9% -2.8

"   InMobi’s Middle East network grew by 38.3% impressions into Q3, mostly driven by Smartphones.

"   Within the region, impressions in Saudi Arabia grew the most.

"   Apple iOS share of impressions fell while Android share increased.


MEASURES AND TERM DEFINITIONS

Measures: Available Impressions: The total number of ads requests made to the InMobi network % 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. Regional Development Index: Global 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 impression served to 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 impression served to any OS or handset not included in the smart phone definition above. Mobile Web: 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. Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellular company providing service for mobile phone subscriber served the impression. 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 OEM manufacturer of the mobile device receiving the impression. Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1% share.

InMobi Regional Definitions: InMobi defines all regions per Wikipedia with the following modifications: “Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia. “South America” includes South & Central Americas as listed in Wikipedia.

This data is part of a series of network reports that are released monthly. Additional regions and markets will be released throughout the quarter. Release Schedule Once a quarter InMobi will release a full data report which will include global, regional and country data views. The next full release is planned for mid January. Infographics with monthly data will be available in November and December. Monthly data updates including key information by market will be released via our mailing lists and website. While we move to a quarterly release schedule, we will still continue to release insightful data on key markets across regions on a monthly basis. These releases will shed light on emerging trends and unique developments specific to those key markets. 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 join our monthly research mailing list, contact us at [email protected] To download the full reports, visit us at www.InMobi.com/research

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