A GLOBAL VIEW OF MOBILE ADVERTISING: Europe 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
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.

EUROPE SUMMARY
Europe Regional Profile: Q3 2011
Q3 showed continued mobile ad growth in Europe on the InMobi network.
"   InMobi now serves over 15.5 billion impressions per quarter in Europe.

Mobile ad growth is entirely driven by smartphones, which grew by 75.8% in Q3.
"   Smartphones gained over 4.8 billion impressions over the last quarter and now represent 72% of all mobile ads in the region. With nearly 7 of 10 ads on Smartphones in Europe, brands have the opportunity to market effectively through this mass-reach medium.
Available Impression Volume & Composition Q2 2011 Total Smartphone Advanced Mobile Web App 10,631,601,793 6,413,673,369 4,217,928,424 8,000,976,434 2,630,625,359 Q3 2011 15,520,493,355 11,273,971,271 4,246,522,084 10,440,484,209 5,080,009,146 % Chg 46.0% 75.8% 0.7% 30.5% 93.1% Global Development Index n/a 142 50 85 156

Samsung passes Nokia and Apple to become the #1 device manufacturer by mobile ads in Europe.
"   After a strong Q3, the Android platform delivers 33% of mobile ads in Europe.

Source: InMobi Mobile Insights – Network Research, Q3 2011

EUROPE
Europe OS Share: Q3 2011
Available Impressions
Android 36%   33%   iPhone OS Symbian OS Nokia OS Others 6%   10%   15%  
OS Android iPhone OS Symbian OS Nokia OS Others Impressions 5,120,359,997 2,316,876,617 1,536,220,208 904,316,977 5,642,719,556 % Share 33.0% 14.9% 9.9% 5.8% 36.4% Global Pt. Chg Development Index +7.8 -4.8 -2.9 -1.7 +1.6 147 136 56 32 n/a

Android continues to grow and remains the top mobile platform in the region, with an increase of 7.8 share points in Q3. iPhone OS and Symbian lost share in Q3.
"  In Q4 2010 and Q1 2011 Android growth far outpaced the market; this trend reversed in Q2, partially because of the strength of the Apple iPad. In Q3 Android growth continued. "  Android and iPhone OS combined represent almost half of ad impressions delivered in Europe.

Source: InMobi Mobile Insights – Network Research, Q3 2011

EUROPE
Europe Manufacturer Share: Q3 2011
Available Impressions
Samsung Nokia Apple HTC SonyEricsson LG Motorola Others
Manufacturer Samsung Nokia Apple HTC SonyEricsson LG Motorola Others Impressions 3,261,277,052 2,325,210,178 2,316,876,617 1,651,407,634 788,283,082 487,715,717 183,900,732 4,505,822,343 % Share 21.0% 15.0% 14.9% 10.6% 5.1% 3.1% 1.2% 29.0% Pt. Chg +3.2 -3.9 -4.8 +0.3 -0.8 -0.5 -1.0 +7.6 Global Development Index 117 42 136 180 89 76 45 n/a

29%  

21%  

15%   1%   3%   5%   11%   15%  

Samsung became the #1 mobile phone manufacturer by share of ad impressions in Q3.
"  Samsung gained 3.2 share points while Nokia and Apple lost 3.9 and 4.8 points, respectively. "  Devices from the top three manufacturers (Samsung, Nokia and Apple) in Europe represent 50% of all mobile ads in the region.

Source: InMobi Mobile Insights – Network Research, Q3 2011

EUROPE
Europe Handset and Connected Device Detail: Q3 2011
Handset Apple iPhone 4 Samsung GT-I9000 HTC Desire S Samsung GT-I9100 Apple iPad I HTC Desire Apple iPod Generation IV Samsung GT-S5830 HTC Wildfire HTC 001HT SonyEricsson E15i Nokia 6300 Nokia X6 Impressions 1,112,059,797 759,629,959 473,919,160 418,257,477 401,690,652 335,822,853 317,757,528 279,166,617 268,890,880 266,835,741 195,350,043 188,340,463 167,199,821 % Share 7.2% 4.9% 3.1% 2.7% 2.6% 2.2% 2.0% 1.8% 1.7% 1.7% 1.3% 1.2% 1.1% Pt. Chg +0.2 +0.1 +3.1 +2.2 +0.4 -2.1 +0.1 +1.8 +1.4 +1.7 +0.9 -0.4 +0.6 Global Development Index 174 412 325 376 187 454 140 363 556 127 349 67 180

3 of the top 7 devices in the European mobile ecosystem by ad impression are Apple devices. The iPhone remains the #1 device in the region.
"  All the top ten devices over-index considerably, demonstrating the unique composition of smartphone devices in the Europe mobile landscape.

Source: InMobi Mobile Insights – Network Research, Q3 2011

EUROPE
Europe Summary: Q3 2011
Available Impression Volume & Composition Q2 2011 Total Smartphone Advanced Mobile Web App 10,631,601,793 6,413,673,369 4,217,928,424 8,000,976,434 2,630,625,359 Q3 2011 15,520,493,355 11,273,971,271 4,246,522,084 10,440,484,209 5,080,009,146 % Chg 46.0% 75.8% 0.7% 30.5% 93.1% Samsung Nokia Apple HTC SonyEricsson Top 5 Manufacturers: % Share of Available Impressions Q2 2011 17.8% 18.9% 19.7% 10.4% 5.9% Q3 2011 21.0% 15.0% 14.9% 10.6% 5.1% Pt. Chg +3.2 -3.9 -4.8 +0.3 -0.8

Top Countries within Region: % Share of Available Impressions Q3 2011 Pt. Chg +2.6 United Kingdom 23.3% Spain Netherlands France Germany Turkey 11.1% 8.5% 7.6% 7.6% 6.3% +3.2 +3.0 +2.1 -4.6 +0.1

Top 3 OS Systems: % Share of Available Impressions Q2 2011 Android iPhone OS Symbian OS 25.2% 19.7% 12.8% Q3 2011 33.0% 14.9% 9.9% % Chg +7.8 -4.8 -2.9

"   The InMobi Europe network remains healthy, with 46% growth over the past three months. "   Spain was fastest growing mobile ad market in Europe, gaining 3.2 share points of regional ad share. "   Samsung became the #1 manufacturer in Europe by ad impressions. "   Android, the most popular mobile OS in Europe, delivered one third of total impressions.

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 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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