A GLOBAL VIEW OF MOBILE ADVERTISING: Asia 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 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

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 55,545,803,359 69,468,050,068 25.1% n/a Smartphone 12,941,942,984 18,370,821,882 41.9% 70 Advanced 42,603,860,375 51,097,228,186 19.9% 135

Mobile Web 51,921,575,696 61,722,250,477 18.9% 112

App 3,624,227,663 7,745,799,591 113.7% 53

ASIA SUMMARY

Asia mobile impressions grew by 25% over the past quarter on the InMobi network. "   InMobi now serves over 69.5 billion

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

Mobile ad growth is driven by both Smartphones and Advanced phones. "   The majority of impressions in this market

are still delivered via Advanced phones.

App impressions more than doubled in Q3. "   With increased Smartphone adoption App

impressions will likely continue to grow quickly.

Asia Regional Profile: Q3 2011

Source: InMobi Mobile Insights – Network Research, Q3 2011

ASIA

Android impressions grew by 7.5 points this quarter, while iPhone OS impressions fell. "  Nokia remains the largest platform by number of impressions.

Asia OS Share: Q3 2011

Available Impressions

25%  

22%  

17%  

6%  1%  

29%  

Nokia OS

Symbian OS

Android

iPhone OS

RIM OS

Others

OS Impressions % Share Pt. Chg Global

Development Index

Nokia OS 17,313,288,266 24.9% -2.2 137

Symbian OS 15,394,331,395 22.2% -1.1 126

Android 11,544,969,194 16.6% +7.5 74

iPhone OS 4,374,167,713 6.3% -2.7 57

RIM OS 953,434,483 1.4% +0.5 14

Others 19,887,859,017 29% -1.9 n/a

Source: InMobi Mobile Insights – Network Research, Q3 2011

ASIA Asia Manufacturer Share: Q3 2011

Available Impressions Manufacturer Impressions % Share Pt. Chg

Global Development

Index Nokia 32,914,688,286 47.4% -3.4 132

Samsung 14,341,732,589 20.6% +3.7 115

SonyEricsson 5,603,559,323 8.1% -2.3 142

Apple 4,374,167,713 6.3% -2.7 57

HTC 2,083,691,814 3.0% +1.1 51

LG 2,025,246,212 2.9% -0.0 71

DoCoMo 1,142,701,777 1.6% +1.3 116

RIM 953,434,483 1.4% +0.5 14

Nexian 791,918,259 1.1% +0.1 229

Motorola 726,984,844 1.0% -0.0 40

Others 4,509,924,769 6.5% +1.8 n/a

While Nokia impressions declined slightly this quarter, they still make up almost half of mobile ad impressions in Asia.

Source: InMobi Mobile Insights – Network Research, Q3 2011

47%  

21%  

8%  

6%  

3%  

3%  2%  

1%   1%  1%  6%   Nokia

Samsung SonyEricsson Apple HTC LG DoCoMo RIM Nexian Motorola Others

ASIA

Asia Handset and Connected Device Detail: Q3 2011

Handset Impressions % Share Pt. Chg Global

Development Index

Apple iPhone 4 2,289,123,772 3.3% +0.8 80 Nokia 5233 2,178,901,734 3.1% +0.7 184 Nokia 3110c 1,895,174,786 2.7% -0.6 179

Samsung GT-C3303 1,494,870,227 2.2% +0.4 213 Nokia C1-01 1,494,540,147 2.2% +0.8 170 Nokia 6300 1,452,414,383 2.1% -0.3 116 Nokia N73 1,190,814,533 1.7% -0.3 136 Nokia N70 1,186,494,885 1.7% -0.4 147 Nokia E63 992,788,619 1.4% -0.2 129

Nokia C3-00 969,275,849 1.4% -0.1 104 Nokia N2700 Classic 883,925,461 1.3% -0.0 138 Samsung GT-C3200 883,270,324 1.3% +0.1 223

Nokia X2-01 872,635,281 1.3% +1.3 147 Nokia 7210 827,195,917 1.2% -0.2 204 Nokia 5130 743,332,219 1.1% -0.1 119

Although Apple’s total share declined slightly, the iPhone 4 delivered the most impressions in the region.

Source: InMobi Mobile Insights – Network Research, Q3 2011

ASIA

Asia Summary: Q3 2011

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

Nokia 50.8% 47.4% -3.4 Samsung 16.9% 20.6% +3.7

SonyEricsson 10.4% 8.1% -2.3 Apple 9.0% 6.3% -2.7 HTC 1.9% 3.0% +1.1

Top 3 OS Systems: % Share of Available Impressions

Q2 2011 Q3 2011 Pt. Chg

Nokia OS 27.1% 24.9% -2.2

Symbian OS 23.3% 22.2% -1.1

Android 9.2% 16.6% +7.5

Available Impression Volume & Composition Q2 2011 Q3 2011 % Chg

Total 55,545,803,359 69,468,050,068 25.1% Smartphone 12,941,942,984 18,370,821,882 41.9% Advanced 42,603,860,375 51,097,228,186 19.9%

Mobile Web 51,921,575,696 61,722,250,477 18.9%

App 3,624,227,663 7,745,799,591 113.7%

Top Countries within Region: % Share of Available Impressions

Q3 2011 Pt. Chg India 47.0% +3.3

Indonesia 18.8% -4.4 Vietnam 6.6% -2.2 Japan 6.4% +0.9 China 3.2% +1.2

Bangladesh 3.1% +0.2

"   InMobi’s Asia network grew by 25.1% in Q3, driven by Smartphones and Advanced Phones.

"   Android impressions increased by 7.5 points, widening the gap with Apple OS.

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

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