A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary Q3 2011

InMobi Mobile Insights - Network Data Release date: October 25, 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 research@inmobi.com 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
Specifications 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 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 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.

GLOBAL SUMMARY
The global mobile ad ecosystem continues its significant growth, increasing ad impressions by 32.6% from Q2 2011 to Q3 2011.
" The InMobi network gained nearly 34 billion ad requests in Q3 2011. Continued significant growth in the global mobile ecosystem highlights the healthy mix of increasing consumer mobile usage, advertiser adoption and publisher focus on mobile advertising.

Smartphone impression growth far outpaces advanced phones. Smartphones now represent 43% of all mobile ads on the InMobi network.
" 52% growth in impressions on Smartphones over the past quarter clearly underlines the shift towards Smartphone usage among consumers globally.
Available Impression Volume & Composition Q2 2011 Total Smartphone Advanced Mobile Web App 104,334,888,661 39,314,783,903 65,020,104,758 86,948,843,684 17,386,044,977 Q3 2011 138,351,025,951 59,979,601,147 78,371,424,804 109,314,697,724 29,036,328,227 % Chg 32.6% 52.6% 20.5% 25.7% 67.0%

In-application advertising continues to grow quickly, although it only represents 21% of all mobile ads on the InMobi network.
" In application ads are highly utilized in only a few key markets across the globe. Globally, most mobile ads are still delivered in the mobile web experience that is platform agnostic.

Source: InMobi Mobile Insights Network Research, Q3 2011

GLOBAL
Global OS Share: Q3 2011
Available Impressions
Android 21% 22% Nokia OS Symbian OS 10% 18% 11% 18% iPhone OS RIM OS Others
OS Android Nokia OS Symbian OS iPhone OS RIM OS Others Impressions 31,095,406,496 25,183,777,402 24,348,191,250 15,222,377,217 13,269,885,290 29,231,388,297 % Share 22.5% 18.2% 17.6% 11.0% 9.6% 21.1% Pt. Chg +7.2 -1.8 -1.5 -3.8 +3.6 -3.7

Android OS gained 7.2 share points and surpassed both the leading operating systems, Nokia and Symbian.
" Although iPhone OS gained significant traction in Q2 2011, Android OS growth has outpaced all the leading OSs on the InMobi network over the past quarter. " Ad impressions are fairly well distributed across the top 4 mobile platforms. Android is controlling over 20% of impression share.

Source: InMobi Mobile Insights Network Research, Q3 2011

GLOBAL
Global Manufacturer Share: Q3 2011
1% 3% 4% 6% 6% 10% 36% 6%

Available Impressions
Nokia Samsung Apple RIM HTC SonyEricsson LG Motorola
Manufacturer Nokia Samsung Apple RIM HTC SonyEricsson LG Motorola DoCoMo Others Impressions 49,491,045,378 24,747,590,276 15,222,377,217 13,269,885,290 8,190,274,125 7,872,153,468 5,700,658,465 3,648,747,769 1,962,380,787 8,245,913,176 % Share 35.8% 17.9% 11.0% 9.6% 5.9% 5.7% 4.1% 2.6% 1.4% 6.0% Pt. Chg -3.2 +3.1 -3.8 +3.6 +0.9 -1.5 +0.1 -0.5 +1.3 +0.1

11%

18%

DoCoMo Others

Nokia holds the top manufacturer spot by global ad impressions, holding a commanding 35.8% share of impressions.
" Samsung gained 3.1 share points to surpass Apple and secure the 2nd spot in the manufacturer category. " Outside of the top 3 manufacturers, the global ad impression market is considerably fragmented across the remaining 5 major manufacturers.

Source: InMobi Mobile Insights Network Research, Q3 2011

GLOBAL
Global Handset and Connected Device Detail: Q3 2011
Handset Apple iPhone 4 RIM BlackBerry 8520 Nokia 6300 Nokia 5233 RIM BlackBerry 9800 Nokia 3110c Apple iPod Generation IV Apple iPad I HTC 001HT Nokia C3-00 Nokia C1-01 Nokia N73 RIM BlackBerry 9700 RIM BlackBerry 9300 Samsung GT-I9000 Impressions 5,703,047,167 4,119,025,675 2,503,775,917 2,360,111,627 2,356,015,544 2,106,099,465 2,018,186,153 1,910,102,922 1,868,878,125 1,860,928,144 1,747,778,250 1,744,569,994 1,705,622,822 1,674,867,330 1,641,743,468 % Share 4.1% 3.0% 1.8% 1.7% 1.7% 1.5% 1.5% 1.4% 1.4% 1.3% 1.3% 1.3% 1.2% 1.2% 1.2% Pt Chg +0.7 +0.6 -0.4 +0.3 +1.2 -0.5 +0.5 +0.2 +1.3 +0.0 +0.5 -0.2 +0.5 +0.6 -0.0

The Apple iPhone gained 0.7 share points to remain the top device globally. 6 of the top 15 handsets are Nokia devices.
" The Apple iPhone 4 is the top device by share of impressions. " The top 10 handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences at scale with rich experiences.

Source: InMobi Mobile Insights Network Research, Q3 2011

GLOBAL
Global Summary: Q3 2011
Available Impression Volume & Composition Q2 2011 Total Smartphone Advanced Mobile Web App 104,334,888,661 39,314,783,903 65,020,104,758 86,948,843,684 17,386,044,977 Q3 2011 138,351,025,951 59,979,601,147 78,371,424,804 109,314,697,724 29,036,328,227 % Chg 32.6% 52.6% 20.5% 25.7% 67.0% Top 5 Manufacturers: % Share of Available Impressions Q2 2011 Q3 2011 Pt. Chg Nokia Samsung Apple RIM HTC 39.0% 14.8% 14.8% 6.0% 5.0% 35.8% 17.9% 11.0% 9.6% 5.9% -3.2 +3.1 -3.8 +3.6 +0.9

Top 10 Handsets: % Share of Available Impressions Q2 2011 Q3 2011 Apple iPhone 4 RIM BlackBerry 8520 Nokia 6300 Nokia 5233 RIM BlackBerry 9800 Nokia 3110c Apple iPod Generation IV Apple iPad I HTC 001HT Nokia C3-00 3.5% 2.4% 2.2% 1.4% 0.5% 2.0% 1.0% 1.2% 0.0% 1.3% 4.1% 3.0% 1.8% 1.7% 1.7% 1.5% 1.5% 1.4% 1.4% 1.3%

Top 3 OS Systems: % Share of Available Impressions Pt. Chg +0.7 +0.6 -0.4 +0.3 +1.2 -0.5 +0.5 +0.2 +1.3 +0.0 Android Nokia OS Symbian OS Q2 2011 15.3% 20.0% 19.1% Q3 2011 22.5% 18.2% 17.6% Pt. Chg +7.2 -1.8 -1.5

" The InMobi global network grew by over 34 billion impressions over the past quarter. " The 52.6% growth in smartphone ad impressions and 67% growth in application ads points towards increasing consumer adoption of smartphones and the popularity of applications. " Among the top 3 operating systems, only Android managed to gain share points (+7.2).

Source: InMobi Mobile Insights Network Research, Q3 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 using Wireless Application Protocol (WAP) which is an open international standard for applicationlayer 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.

NEXT STEPS
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