a global view of mobile advertising 2011

A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary April 2011

InMobi Mobile Insights - Network Data

Release date: May 16, 2011

ABOUT THE RESEARCH

After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent mobile advertising network. In April 2011, we served 35.0 billion impressions in 160 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.

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.

Project Background

Research Objectives

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

Contact Information

NETWORK DATA

Data in this report are sourced from our global mobile advertising network which served 35.0 billion impressions in April 2011. With 114 countries receiving over 10 million impressions in April 2011, 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 April 2011: 35.0 billion • Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America • Countries Represented: 114 countries with over 10 million impressions in April 2011 • Base Measure: Available Impressions • Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices • Time Periods: January 2011, April 2011 • Comparisons: April 2011 versus January 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 Jan-11 Apr-11 % Chg

Total 31,614,433,789 35,028,855,492 11% Smartphone 11,466,416,207 13,766,139,792 20% Advanced 20,148,017,582 21,262,715,700 6%

WAP 26,688,914,269 28,518,756,617 7%

App 4,925,519,520 6,510,098,875 32%

GLOBAL SUMMARY

Global mobile impressions on the InMobi network continue to grow at a steady pace, growing 11% from January to April 2011. "  InMobi now represents over 35 billion impressions

a month Globally. The volume of mobile impressions and consistent growth point to the significant value mobile devices provide as a marketing channel to global advertisers.

Smartphone growth continues to lead channel growth, gaining 2.3 billion monthly impressions in 90 days. "  Penetration of smartphone devices and increased

media consumption via these devices is evident. Consumers across the globe continue to adopt more advanced phones and use it as a primary means to access media.

Mobile ads in native applications grew by 32% in just 3 months, showcasing the focus on this mobile access method. "  Mobile web pages still remain the bulk of mobile

ads globally, but native mobile apps continue to grow at a rapid pace, given the growing developer community.

Source: InMobi Mobile Insights – Network Research, April 2011

GLOBAL

Nokia OS and Symbian OS continue to lose share to the Android and iPhone OS platforms. Sustained Android growth will make it the top global platform in late 2011. "  While Nokia OS and Symbian OS lost a combined -0.7 share points, Android and iPhone OS gained +3.7 share points. This

continuing trend will likely make Android the #1 global platform by mobile ad impressions in late 2011.

"  In July 2010, Android represented just 3.5% of the global market, gaining +13.3 share points in 10 months.

Global OS Share: April 2011

Available Impressions

20%

18%

17%

16%

5%

25%

Nokia OS

Symbian OS

Android

iPhone OS

RIM OS

Others

OS Impressions % Share Pt. Chg

Nokia OS 6,838,150,588 19.5% -0.6

Symbian OS 6,335,241,927 18.1% -0.1

Android 5,874,242,973 16.8% +3.3

iPhone OS 5,703,575,652 16.3% +0.4

RIM OS 1,701,706,446 4.9% +0.6

Others 8,575,937,906 24.5% -3.4


GLOBAL Global Manufacturer Share: April 2011

Available Impressions

37%

16% 15%

8%

5%

5%

4% 4%

6% Nokia

Apple

Samsung

SonyEricsson

HTC

RIM

LG

Motorola

Others

Manufacturer Impressions % Share Pt. Chg

Nokia 12,967,971,512 37.0% -1.0

Apple 5,703,575,652 16.3% +0.4

Samsung 5,350,156,208 15.3% +1.2

SonyEricsson 2,644,395,939 7.5% -0.3

HTC 1,889,321,765 5.4% +1.2

RIM 1,701,706,636 4.9% +0.6

LG 1,434,421,903 4.1% -0.8

Motorola 1,210,444,246 3.5% +0.0

Others 2,126,861,631 6.1% -1.3


Nokia holds the #1 manufacturer spot Globally, holding a 37% share of impressions. "  Popular Android manufacturers gained the most traction since January 2011, with Samsung (+1.2 share pts) and HTC (+1.2

share pts) gaining the most share.

"  Nokia still commands more than 2X the share of the 2nd ranked manufacturer, Apple. This is due to their strength in markets like Africa and parts of Asia where Nokia devices still dominate the market.

GLOBAL

Global Handset and Connected Device Detail: April 2011

Handset Impressions % Share Pt Chg Apple iPhone 3,601,262,853 10.3% -0.4

Apple iPod 1,639,039,255 4.7% +0.1 Nokia 6300 752,864,670 2.1% +0.0 Nokia 3110c 675,790,507 1.9% -0.2

RIM BlackBerry 8520 642,408,901 1.8% +0.4 Nokia N70 536,099,248 1.5% -0.1 Nokia N73 511,083,179 1.5% +0.1 Apple iPad 463,273,544 1.3% +0.7

Samsung GT-I9000 442,362,832 1.3% +0.8 Nokia C3-00 431,780,180 1.2% +0.4 Nokia 5233 400,054,359 1.1% +0.3 Nokia E63 398,084,021 1.1% -0.1


The Apple iPhone (10.3% share) and iPod (4.7% share) are the top 2 devices on a global basis. "  Device fragmentation beyond the Apple iPhone and iPod is clear, with most devices holding less than 2.0% global share.

"  The Apple iPad now represents over 463 million monthly impressions on a global basis, signifying the massive opportunity of advertising via tablet devices.

GLOBAL

Global Summary: April 2011

Top 5 Manufacturers: % Share of Available Impressions Jan-11 Apr-11 Pt. Chg

Nokia 38.0% 37.0% -1.0 Apple 15.9% 16.3% +0.4

Samsung 14.1% 15.3% +1.2 SonyEricsson 7.8% 7.5% -0.3

HTC 4.2% 5.4% +1.2

Top 3 OS Systems: % Share of Available Impressions

Jan-11 Apr-11 Pt. Chg

Nokia OS 20.2% 19.5% -0.6

Symbian OS 18.2% 18.1% -0.1

Android 13.5% 16.8% +3.3

Available Impression Volume & Composition Jan-11 Apr-11 % Chg

Total 31,614,433,789 35,028,855,492 11% Smartphone 11,466,416,207 13,766,139,792 20% Advanced 20,148,017,582 21,262,715,700 6%

WAP 26,688,914,269 28,518,756,617 7%

App 4,925,519,520 6,510,098,875 32%


"   InMobi Global network grew by 11% over the past 3 months.

"   The global revolution to smartphone adoption continues as smartphones grow by 2.3 billion monthly impressions in just 90 days.

"   Android growth continues on a global basis and is likely to surpass Nokia OS and Symbian OS in late 2011.

Top 10 Handsets: % Share of Available Impressions Jan-11 Apr-11 Pt. Chg

Apple iPhone 10.7% 10.3% -0.4 Apple iPod 4.6% 4.7% +0.1 Nokia 6300 2.1% 2.1% +0.0 Nokia 3110c 2.1% 1.9% -0.2

RIM BlackBerry 8520 1.5% 1.8% +0.4 Nokia N70 1.6% 1.5% -0.1 Nokia N73 1.4% 1.5% +0.1 Apple iPad 0.6% 1.3% +0.7

Samsung GT-I9000 0.4% 1.3% +0.8 Nokia C3-00 0.9% 1.2% +0.4

This data is part of a series of network reports that are released monthly. Additional regions and markets will be released throughout the month. Release Schedule Beginning April 2011 data, network data will be released on a monthly basis. The next planned release is May 2011 data, to be released in mid June 2011. 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 participate, contact us at [email protected]. To download the full reports, visit us at www.InMobi.com/research

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