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 [email protected] 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
Specifications 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 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 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 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.

Available Impression Volume & Composition QE April 2011 Total Smartphone Advanced Mobile Web App 92,228,733,255 32,824,648,762 59,404,084,493 78,012,504,964 14,216,228,291 QE July 2011 112,539,957,714 43,410,247,507 69,129,710,207 92,876,638,346 19,663,319,368 % Chg 22.0% 32.2% 16.4% 82.5% 17.5%

" 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
Global OS Share: Quarter Ending July 2011
Available Impressions
20% Nokia OS Symbian OS Android iPhone OS 7% 13% 17% 19% RIM OS Others
OS Nokia OS Symbian OS Android iPhone OS RIM OS Others Impressions 22,021,921,889 21,430,576,818 18,679,935,759 14,861,395,167 8,417,072,775 27,129,055,307 % Share 19.6% 19.0% 16.6% 13.2% 7.5% 24.1% Pt. Chg -1.3 -0.1 +1.9 -0.2 +2.7 -3.0

24%

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.

Source: InMobi Mobile Insights Network Research, QE July 2011

GLOBAL
Global Manufacturer Share: Quarter Ending July 2011
Available Impressions
3% 6% 4% 5% 39% 7% 7%

Nokia Samsung Apple RIM SonyEricsson HTC LG

Manufacturer Nokia Samsung Apple RIM SonyEricsson HTC LG Motorola Others

Impressions 43,383,623,576 17,648,847,904 14,861,395,167 8,417,072,775 7,517,623,126 5,662,860,306 4,650,448,756 3,365,241,525 7,032,844,579

% Share 38.5% 15.7% 13.2% 7.5% 6.7% 5.0% 4.1% 3.0% 6.2%

Pt. Chg -0.8 +0.2 -0.2 +2.7 -1.7 -0.1 +0.4 -0.4 -0.0

13% 16%

Motorola Others

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 Apple iPhone Apple iPod RIM BlackBerry 8520 Nokia 6300 Nokia 3110c Nokia 5233 Nokia N73 Nokia N70 Nokia C3-00 Nokia E63 Apple iPad Samsung GT-I9000 Nokia C1-01 Impressions 9,601,203,358 3,941,917,235 3,225,451,428 2,363,810,945 2,086,642,440 1,794,629,651 1,649,663,418 1,615,429,396 1,522,745,207 1,383,950,679 1,318,274,574 1,211,409,391 1,146,190,526 % Share 8.5% 3.5% 2.9% 2.1% 1.9% 1.6% 1.5% 1.4% 1.4% 1.2% 1.2% 1.1% 1.0% Pt Chg -0.6 -0.1 +1.1 -0.3 -0.3 +0.5 +0.3 -0.3 +0.1 +0.0 +0.5 -0.1 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
Available Impression Volume & Composition QE April 2011 QE July 2011 Total Smartphone Advanced Mobile Web App 92,228,733,255 32,824,648,762 59,404,084,493 78,012,504,964 14,216,228,291 112,539,957,714 43,410,247,507 69,129,710,207 92,876,638,346 19,663,319,368 Top 5 Manufacturers: % Share of Available Impressions % Chg 22.0% 32.2% 16.4% 82.5% 17.5% Nokia Samsung Apple RIM SonyEricsson QE April 2011 39.3% 15.5% 13.4% 4.8% 8.4% QE July 2011 38.5% 15.7% 13.2% 7.5% 6.7% Pt. Chg -0.8 +0.2 -0.2 +2.7 -1.7

Top 10 Handsets: % Share of Available Impressions Apple iPhone Apple iPod RIM BlackBerry 8520 Nokia 6300 Nokia 3110c Nokia 5233 Nokia N73 Nokia N70 Nokia C3-00 Nokia E63 QE April 2011 9.1% 3.6% 1.7% 2.4% 2.2% 1.1% 1.2% 1.7% 1.2% 1.2% QE July 2011 8.5% 3.5% 2.9% 2.1% 1.9% 1.6% 1.5% 1.4% 1.4% 1.2% Pt Chg -0.6 -0.1 +1.1 -0.3 -0.3 +0.5 +0.3 -0.3 +0.1 +0.0

Top 3 OS Systems: % Share of Available Impressions QE April 2011 Nokia OS Symbian OS Android 20.8% 19.1% 14.7% QE July 2011 19.6% 19.0% 16.6% Pt Chg -1.3 -0.1 +1.9

" 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).

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.

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 [email protected] To download the full reports, visit us at www.InMobi.com/research