A GLOBAL VIEW OF MOBILE ADVERTISING: Europe Regional 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 Global

Development Index

Total 9,607,024,177 11,499,920,447 19.7% n/a

Smartphone 5,579,219,228 7,295,913,548 30.8% 140

Advanced 4,027,804,949 4,204,006,899 4.4% 61

Mobile Web 7,245,730,811 8,481,038,942 17.0% 89

App 2,361,293,366 3,018,881,505 27.8% 150

EUROPE SUMMARY

Mobile ad impressions grew by almost 20% through the quarter ending in July 2011, recording 11.5 billion impressions over the quarter. "   Over 10% of total impressions served on

InMobi network globally, are now served in Europe.

Smartphone growth is pacing the regional growth, gaining over 1.7 billion impressions over the quarter. "   Smartphones now represent 2 of every 3 ads

in Europe and recorded 30.8% growth compared to the quarter ending April.

Ads within native applications grew at a faster pace than mobile web ad impressions. "   During QE July, in-application impressions

grew by 27.8%, indexing one and a half times of their global share.

European Regional Profile: QE July 2011

www.inmobi.com

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

EUROPE

Android and iPhone OS remain the top 2 mobile ad operating systems across Europe, collectively holding 44% share. "  Android, the top OS for the consecutive period, gained just over 300 million impressions, while iOS gained 167 million

impressions.

"  The top three OS platforms (Android, iPhone OS and Symbian) represent 3 out of every 5 ad impressions delivered in Europe.

Europe OS Share: Quarter Ending July 2011

Available Impressions

27%  

17%  

12%  7%  

37%  

Android

iPhone OS

Symbian OS

Nokia OS

Others

OS Impressions % Share Pt. Chg Global

Development Index

Android 3,078,121,079 26.8% -2.1 161

iPhone OS 1,956,335,749 17.0% -1.6 129

Symbian OS 1,397,303,052 12.2% -0.6 64

Nokia OS 822,968,641 7.2% -0.7 37

Others 4,245,191.926 36.9% +5.1 n/a

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

Note:  RIM  OS  is  not  shown  in  this  data  due  to  known  classifica=on  issues  with  RIM  inventory.  This  issue  is  caused  by  RIM’s  technical  architecture  and  is  consistent  for  all  mobile  adver=sing  companies.  

19%  

18%  

17%  10%  

6%  

3%  2%  

1%  

24%  

Samsung

Nokia

Apple

HTC

SonyEricsson

LG

Motorola

Sony

Others

EUROPE Europe Manufacturer Share: Quarter Ending July 2011

Available Impressions Manufacturer Impressions % Share Pt Chg

Global Development

Index Samsung 2,134,979,613 18.6% -0.1 118

Nokia 2,086,291,284 18.1% -0.7 47

Apple 1,956,335,749 17.0% -1.6 129

HTC 1,145,910,936 10.0% -4.3 198

SonyEricsson 670,581,996 5.8% -1.6 87

LG 399,474,330 3.5% -0.2 84

Motorola 213,011,980 1.9% -0.8 62

Sony 121,322,140 1.1% -0.7 325

Others 2,772,012,417 24.1% +10.0 n/a

Samsung remains the top manufacturer by ad impressions (18.6% share) slightly holding the lead ahead of Nokia (18.1% share). "  Nokia considerably under-indexes in the Europe when compared to its global impression share.

"  All the major manufactures lost share, HTC lost the most market share among all (4.3 share points).

"  Devices from 5 manufacturers (Samsung, Nokia, Apple, HTC and SonyEricsson) in Europe represent 70% of all mobile ads in the region.

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

Note:  RIM  OS  is  not  shown  in  this  data  due  to  known  classifica=on  issues  with  RIM  inventory.  This  issue  is  caused  by  RIM’s  technical  architecture  and  is  consistent  for  all  mobile  adver=sing  companies.  

EUROPE

Europe Handset and Connected Device Detail: Quarter Ending July 2011

Handset Impressions % Share Pt Chg Global

Development Index

Apple iPhone 1,324,580,242 11.5% -0.9 135 Samsung GT-I9000 522,709,807 4.5% -1.3 422

HTC Desire 397,789,836 3.5% -2.7 533 Apple iPod 391,894,744 3.4% -1.7 97 Apple iPad 239,860,763 2.1% +1.0 178 Nokia 6300 183,489,525 1.6% -0.4 76

Samsung GT-I9100 131,837,182 1.1% +1.1 553 HTC Desire HD 131,692,577 1.1% -2.9 186

Samsung GT-S5230 125,131,140 1.1% +0.2 421

3 of the top 10 devices in the European mobile landscape by ad impressions are Apple devices, controlling 17% of impressions. The iPhone remains the #1 device in the region. "  The Apple iPad represents 2.1% of all ads across the region, highlighting the popularity of the tablet device.

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

EUROPE

Europe Summary: Quarter Ending July 2011

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

Samsung 18.7% 18.6% -0.1 Nokia 18.9% 18.1% -0.7 Apple 18.6% 17.0% -1.6 HTC 14.2% 10.0% -4.3

SonyEricsson 7.4% 5.8% -1.6

Top 3 OS Systems: % Share of Available Impressions

QE April 2011 QE July 2011 Pt. Chg

Android 28.9% 26.8% -2.1

iPhone OS 18.6% 17.0% -1.6

Symbian OS 12.8% 12.2% -0.6

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

Total 9,607,024,177 11,499,920,447 19.7%

Smartphone 5,579,219,228 7,295,913,548 30.8%

Advanced 4,027,804,949 4,204,006,899 4.4%

Mobile Web 7,245,730,811 8,481,038,942 17.0%

App 2,361,293,366 3,018,881,505 27.8%

Top Countries within Region: % Share of Available Impressions

QE July 2011 Pt. Chg United Kingdom 22.1% +4.5

Germany 10.8% -2.1 Spain 8.8% +1.9 Turkey 6.5% -0.3

Netherlands 6.3% +1.1 France 6.0% +0.2

Romania 5.9% +0.0 Poland 3.2% -0.9

Italy 3.1% -0.1 Sweden 2.4% -0.9

Russian Federation 2.2% -0.6 Albania 2.1% -0.7 Greece 1.9% +0.6 Belgium 1.5% -0.6 Serbia 1.4% -0.5

Switzerland 1.3% -0.6 Hungary 1.3% +0.5

"   The InMobi Europe network remains strong, growing by 19.7% over the last 3 months.

"   UK registered the highest growth in mobile ad market in Europe, gaining +4.5 share points of regional ad share.

"   Android, the most popular mobile OS in Europe, controls just over a quarter of total impressions.

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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