Europe Regional Summary Q2 2011

InMobi Mobile Insights - Network Data

Release date: July 18 2011
Project Background

After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent
mobile advertising network. In the second quarter of 2011, we served 104.9 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
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.
Data in this report are sourced from our global mobile advertising network which served 104.9 billion
impressions in the second quarter 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 in Quarter 2, 2011: 104.9 billion
• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America
• Countries Represented: 114 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: Q1 2011 (January – March 2011), Q2 2011 (April – June 2011)
• Comparisons: Q2 2011 versus Q1 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

Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a
much lesser extent than publishers.
Available Impression Volume & Composition
Q1 2011 Q2 2011 % Chg
Total 8,884,632,942 10,758,744,734 21.1% na
Smartphone 4,960,465,597 6,513,197,379 31.3% 142
Advanced 3,924,167,345 4,245,547,355 8.2% 63
WAP 6,483,847,844 8,096,659,821 24.9% 90
App 2,400,785,098 2,662,084,913 10.9% 148
Q2 showed continued mobile ad
growth in Europe on the InMobi
network, growing by over 21%.
"   InMobi now serves over 10.7 billion
impressions a quarter in Europe. The
volume of mobile impressions in Europe
signifies the reach mobile devices can offer
local, regional and global brands.
Smartphone growth is pacing the
market, growing by over 1.5 billion
impressions over the quarter.
"   Smartphones grew at 31.3%, while
advanced phones at 8.2%. As smartphones
are growing at much faster pace it underlines
the rich mobile media consumption and
usage by Europeans.
Apple passes Nokia to become
the #1 device manufacturer by
mobile ads in Europe.
"   After a strong Q2, Apple now represents
19.5% of all InMobi ads in Europe.
European Regional Profile: Q2 2011
Europe kegionol Prolile: 1onuory 20TT
www.inmobi.com 5ource: InNobi Globol Nobile Ad Ne|work 5|o|is|ics, 1onuory 20TT
Nobile odver|ising con|inued i|s subs|on|iol grow|h
in Europe, growing 3T% over |us| º0 doys. The
Europe region represen|s 3.ó billion mon|h impres·
sions on |he InNobi ne|work.
5mor|phones con|ribu|ed º0% ol |he overoll grow|h, wi|h only T0%
grow|h lrom odvonced phones.
This grow|h is driven by increosed consump|ion by consumers, os
well os con|inued smor|phone device pene|ro|ion.
5mor|phone ollini|y in Europe is opporen|, wi|h
ó0% ol oll impressions on o smor|phone, much
higher |hon |he globol overoge ol 44%.
Wi|h over 2.T billion mon|hly 5mor|phone impressions, |here is o
signilicon| oppor|uni|y lor odver|isers |o moke on impoc| wi|h on
engoging mobile od e×perience, o| scole.
The Apple iPhone con|inues |o be |he single mos|
dominon| device in |he morke|, wi|h 28% shore ol
oll impressions in |he morke|.
Al|hough iPhone is s|ill dominon|, Android is |hreo|ening in |he
region. Android is cop|uring shore quickly, providing odver|isers
ono|her vioble plo|lorm |o reoch consumers.
Avoiloble Impression Volume & Composi|ion
Type Cc|·T0 1on·TT % Chg
To|ol 2,Z38,Tóº,TTZ 3,58T,5ó3,T24 30.8% n/o
5mor|phone T,38T,348,óT8 2,T50,885,Zó8 55.Z% T43
Advonced T,35ó,820,4ºº T,430,óZZ,35ó 5.4% ó3
WAP n/o 2,43T,ºTT,4T4 n/o 80
App n/o T,T4º,ó5T,ZTT n/o 20ó
Source: InMobi Mobile Insights – Network Research, Q2 2011
Android continues to grow and remains the top mobile platform in the region, but lost
-5.0 share points in Q2. iPhone OS and RIM OS capture share from Android in Q2 as
they grow quicker.
"  Q4 2010 and Q1 2011 showed Android growth far outpacing the market, but that trend has been reversed in Q2. This is
partially driven by the strength of the Apple iPad.
"  The top three OS platforms (Android, iPhone OS, RIM OS) represent 3 out of every 5 ad impressions delivered in Europe.
Europe OS Share: Q2 2011
Available Impressions
iPhone OS
Symbian OS
Nokia OS
OS Impressions % Share Pt Chg
Android 2,675,674,932 24.9% -5.0 174
iPhone OS 2,097,075,868 19.5% +3.3 142
RIM OS 1,694,120,668 15.7% +6.1 240
Symbian OS 1,358,640,253 12.6% -0.3 65
Nokia OS 798,025,861 7.4% -0.8 36
Others 2,135,207,151 19.8% -3.3 n/a
Source: InMobi Mobile Insights – Network Research, Q2 2011
Europe Manufacturer Share: Q2 2011
Available Impressions
Manufacturer Impressions % Share Pt Chg
Apple 2,097,075,868 19.5% +3.3 142
Nokia 2,009,664,803 18.7% -0.9 47
Samsung 1,880,540,476 17.5% -0.0 116
RIM 1,694,120,668 15.7% +6.1 240
HTC 1,099,364,514 10.2% -4.2 199
SonyEricsson 661,730,747 6.2% -1.9 96
LG 386,777,573 3.6% -0.5 87
Motorola 236,007,399 2.2% -1.7 68
Others 693,462,684 6.4% -0.2 n/a
Apple becomes the #1 mobile phone manufacturer by share of ad impressions in Q2.
"  Apple gains +3.3 share points while Nokia lost -0.9 share points.
"  RIM continues to perform well in Europe, capturing an additional +6.1 share points in Q2.
"  Devices from 5 manufacturers (Apple, Nokia, Samsung, RIM and HTC) in Europe represent 80% of all mobile ads in the
Source: InMobi Mobile Insights – Network Research, Q2 2011
Europe Handset and Connected Device Detail: Q2, 2011
Handset Impressions % Share Pt Chg
Apple iPhone 1,399,838,332 13.0% +1.1 154
RIM BlackBerry 8520 716,887,354 6.7% +2.4 273
Samsung GT-I9000 512,298,343 4.8% -0.1 390
Apple iPod 461,017,014 4.3% +0.3 106
HTC Desire 457,267,727 4.3% -2.5 521
Apple iPad 236,220,521 2.2% +1.9 179
HTC Desire HD 220,641,939 2.1% -1.3 268
RIM BlackBerry 9700 201,046,701 1.9% +0.2 244
RIM BlackBerry 9300 188,512,521 1.8% +1.0 274
Nokia 6300 175,412,447 1.6% -0.6 73
RIM BlackBerry 9800 157,286,904 1.5% +0.9 283
Samsung GT-S5230 129,668,733 1.2% +0.5 438
Nintendo DSi 107,597,468 1.0% +0.0 329
HTC Droid Eris 103,958,535 1.0% +0.3 329
3 of the top 6 devices in the European mobile landscape by ad impressions are Apple
devices. The iPhone remains the #1 device in the region.
"  RIM BlackBerry 8520 globally gained +0.8 share points, while in Europe it gained +2.4 share points to index considerably
higher (Global Development Index : 273) in the region.
"  A connected device, the Nintendo DSi, makes the top 15 devices in the region with over 100 million impressions in Q2 2011.
Source: InMobi Mobile Insights – Network Research, Q2 2011
Europe Summary: Q2, 2011
Top 5 Manufacturers: % Share of Available Impressions
Q1 2011 Q2 2011 Pt. Chg
Apple 16.2% 19.5% +3.3
Nokia 19.6% 18.7% -0.9
Samsung 17.5% 17.5% -0.0
RIM 9.7% 15.7% +6.1
HTC 14.4% 10.2% -4.2
Top 3 OS Systems: % Share of Available Impressions
Q1 2011 Q2 2011 Pt. Chg
Android 29.8% 24.9% -5.0
iPhone OS 16.2% 19.5% +3.3
RIM OS 9.7% 15.7% +6.1
Available Impression Volume & Composition
Q1 2011 Q2 2011 % Chg
Total 8,884,632,942 10,758,744,734 21.1%
Smartphone 4,960,465,597 6,513,197,379 31.3%
Advanced 3,924,167,345 4,245,547,355 8.2%
WAP 6,483,847,844 8,096,659,821 24.9%
App 2,400,785,098 2,662,084,913 10.9%
Top Countries within Region: % Share of Available
Q2 2011 Pt. Chg
United Kingdom 22.2% +3.9
Germany 12.4% -1.5
Spain 8.5% +1.5
Turkey 6.1% -0.9
Netherlands 6.0% +0.2
Romania 5.8% -0.5
France 5.8% -1.1
Italy 3.3% -0.2
Sweden 2.7% -0.7
Albania 2.4% -0.5
Russian Federation 2.3% -0.2
Belgium 1.9% -0.3
Greece 1.9% +0.6
Switzerland 1.9% +0.0
Serbia 1.7% +0.0
Poland 1.5% -0.0
Austria 1.4% -0.7
"   The InMobi Europe network remains healthy,
growing by 21% over the last 3 months.
"   UK was the fastest growing mobile ad market in
Europe, gaining +3.9 share points of regional ad
"   Apple becomes the #1 manufacturer in Europe by
ad impressions.
"   Android, the most popular mobile OS in Europe,
controls a quarter of total impressions.
Source: InMobi Mobile Insights – Network Research, Q2 2011
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
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.
WAP (Wireless Application Protocol): 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%

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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