A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary

Quarter Ending July 2011

InMobi Mobile Insights - Network Data

Release date: Aug 17, 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 quarter ending in July of 2011, we served 113 billion impressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000 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 research@inmobi.com Twitter: @inmobi

Beginning July 2011, InMobi has moved 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 113 billion impressions in the quarter ending in July of 2011. With 165 countries receiving over 1 million impressions monthly, we are able to claim one of the broadest and most representative networks in the world. Exact specifications are as follows: • Global Available Impressions during May - July, 2011: 113 billion • Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America • Countries Represented: 165 countries with over 1 million impressions per month • Base Measure: Available Impressions • Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices • Time Periods: QE April 2011 (February – April 2011), QE July2011 (May- July 2011) • Comparisons: QE April 2011 versus QE July 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 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 QE April 2011 QE July 2011 % Chg

Total 92,228,733,255 112,539,957,714 22.0%

Smartphone 32,824,648,762 43,410,247,507 32.2%

Advanced 59,404,084,493 69,129,710,207 16.4%

Mobile Web 78,012,504,964 92,876,638,346 82.5%

App 14,216,228,291 19,663,319,368 17.5%

GLOBAL SUMMARY

The global mobile ad ecosystem continues its significant growth, increasing ad impressions by 22% from QE April 2011 to QE July 2011. "   The InMobi network gained 20 billion ad

requests in QE July 2011. Continued significant growth in this global ecosystem highlights the healthy mix of increasing consumer mobile usage, advertiser adoption and publisher focus on mobile advertising.

Smartphone impressions grew twice as quickly compared to advanced phone impressions. "   Smartphone impressions grew by over 10

billion over the past quarter reaching well over 43 billion impressions over the quarter.

Globally, Android gained twice as many impressions as Apple iPhone OS did. "   Apple iPhone OS gained 2.4 billion

incremental impressions while Android gained well over 5.1 billion additional impressions.

Source: InMobi Mobile Insights – Network Research, QE July 2011

GLOBAL

Nokia OS continues to lose share, however, it remains the top operating system globally. "  Over the past quarter Android gained 5.1 billion impressions while iPhone OS managed to gain 2.4 billion impressions,

growing twice as much as iPhone OS globally.

"  Ad impressions are fairly well distributed across the top four mobile platforms, with no single player controlling over 20% of market share.

Global OS Share: Quarter Ending July 2011

Available Impressions

20%  

19%  

17%  

13%  

7%  

24%  

Nokia OS

Symbian OS

Android

iPhone OS

RIM OS

Others

OS Impressions % Share Pt. Chg

Nokia OS 22,021,921,889 19.6% -1.3

Symbian OS 21,430,576,818 19.0% -0.1

Android 18,679,935,759 16.6% +1.9

iPhone OS 14,861,395,167 13.2% -0.2

RIM OS 8,417,072,775 7.5% +2.7

Others 27,129,055,307 24.1% -3.0

Source: InMobi Mobile Insights – Network Research, QE July 2011

GLOBAL Global Manufacturer Share: Quarter Ending July 2011

Available Impressions

39%  

16%  

13%  

7%  

7%  

5%  

4%  

3%  6%   Nokia

Samsung

Apple

RIM

SonyEricsson

HTC

LG

Motorola

Others

Manufacturer Impressions % Share Pt. Chg Nokia 43,383,623,576 38.5% -0.8

Samsung 17,648,847,904 15.7% +0.2

Apple 14,861,395,167 13.2% -0.2

RIM 8,417,072,775 7.5% +2.7

SonyEricsson 7,517,623,126 6.7% -1.7

HTC 5,662,860,306 5.0% -0.1

LG 4,650,448,756 4.1% +0.4

Motorola 3,365,241,525 3.0% -0.4

Others 7,032,844,579 6.2% -0.0

Nokia devices still dominate the market and the manufacturer still holds the top spot with 38.5% share of ad impressions, 25 billion impressions ahead of Samsung. "  Samsung maintained it second position among manufacturers with 15.7% of impressions share, gaining a marginal 0.2 share

points.

"  Outside of top three manufacturers, the global ad impression market is considerably fragmented across the remaining five major manufacturers.

Source: InMobi Mobile Insights – Network Research, QE July 2011

GLOBAL

Global Handset and Connected Device Detail: Quarter Ending July 2011

Handset Impressions % Share Pt Chg Apple iPhone 9,601,203,358 8.5% -0.6

Apple iPod 3,941,917,235 3.5% -0.1 RIM BlackBerry 8520 3,225,451,428 2.9% +1.1

Nokia 6300 2,363,810,945 2.1% -0.3 Nokia 3110c 2,086,642,440 1.9% -0.3 Nokia 5233 1,794,629,651 1.6% +0.5 Nokia N73 1,649,663,418 1.5% +0.3 Nokia N70 1,615,429,396 1.4% -0.3

Nokia C3-00 1,522,745,207 1.4% +0.1 Nokia E63 1,383,950,679 1.2% +0.0 Apple iPad 1,318,274,574 1.2% +0.5

Samsung GT-I9000 1,211,409,391 1.1% -0.1 Nokia C1-01 1,146,190,526 1.0% n/a

12% of total impression share is controlled by Apple devices – Apple iPhone and Apple iPod with 8.5% and 3.5% impression shares respectively. "  Device fragmentation beyond the Apple iPhone and iPod is clear, with most devices holding less than 2.9% global share.

"  Mix of smartphones (most popular in developed markets) and advanced phones (high share in developing markets) in the top handsets, underlines diverse mobile opportunity across the globe.

Source: InMobi Mobile Insights – Network Research, QE July 2011

GLOBAL

Global Summary: Quarter Ending July 2011

Top 5 Manufacturers: % Share of Available Impressions QE April 2011 QE July 2011 Pt. Chg

Nokia 39.3% 38.5% -0.8 Samsung 15.5% 15.7% +0.2

Apple 13.4% 13.2% -0.2 RIM 4.8% 7.5% +2.7

SonyEricsson 8.4% 6.7% -1.7

Top 3 OS Systems: % Share of Available Impressions

QE April 2011 QE July 2011 Pt Chg

Nokia OS 20.8% 19.6% -1.3

Symbian OS 19.1% 19.0% -0.1

Android 14.7% 16.6% +1.9

Available Impression Volume & Composition QE April 2011 QE July 2011 % Chg

Total 92,228,733,255 112,539,957,714 22.0%

Smartphone 32,824,648,762 43,410,247,507 32.2%

Advanced 59,404,084,493 69,129,710,207 16.4%

Mobile Web 78,012,504,964 92,876,638,346 82.5%

App 14,216,228,291 19,663,319,368 17.5%

"   InMobi global network grew by over 20.3 billion impressions over the past quarter.

"   WAP impressions grew by 19%, while native in-application impressions grew by 38%. This high growth rate of in-APP impressions highlights rich mobile opportunity.

"   Among the top 3 operating systems, only Android managed to gain share points (+1.9).

Top 10 Handsets: % Share of Available Impressions QE April 2011 QE July 2011 Pt Chg

Apple iPhone 9.1% 8.5% -0.6 Apple iPod 3.6% 3.5% -0.1

RIM BlackBerry 8520 1.7% 2.9% +1.1 Nokia 6300 2.4% 2.1% -0.3 Nokia 3110c 2.2% 1.9% -0.3 Nokia 5233 1.1% 1.6% +0.5 Nokia N73 1.2% 1.5% +0.3 Nokia N70 1.7% 1.4% -0.3

Nokia C3-00 1.2% 1.4% +0.1 Nokia E63 1.2% 1.2% +0.0

Source: InMobi Mobile Insights – Network Research, QE July 2011

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 to a user that accesses the internet through a browser on a mobile device. This includes WAP based access. 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 October. 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 releases 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 Research@InMobi.com To download the full reports, visit us at www.InMobi.com/research

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