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A GLOBAL VIEW OF MOBILE ADVERTISING:

              OCTOBER 2010 REPORT - ASIA PACIFIC MARKET
SECOND RELEASE:  INMOBI NETWORK DATA
 Release Date: 6 January, 2011

The World’s Largest Independent


Mobile Ad Network

To download the full report, visit us at www.InMobi.com/research 

www.inmobi.com research@inmobi.com
NET WORK DATA

Network Data: Specifications and Representation

Specifications

Data in this report are sourced from our global mobile advertising network which served 24.1 billion impressions in October 2010.
With 102 countries receiving over 10 million impressions in October 2010, 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 July 2010: 20.3 Billion


• Global Available Impressions in October 2010: 24.1 Billion
• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America
• Countries Represented: 102 countries with over 10 million impressions in October 2010
• Base Measure: Available Impressions
• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices
• Time Periods: October 2010 with change versus July 2010

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 fluctation 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.

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010


ASIA

Asia Regional Profile: October 2010
Asia mobile ad impressions grew by just under 1 
billion impressions in 90 days (+8.7%).

Smartphones primarily drove Asia impression growth on the InMobi 
network, growing 47.2%.  With mobile phone proliferation across 
Asia, Smartphones increasingly become the primary digital media 
screen for a large portion of the worldʼs population.

Smartphone gains (+719 million impressions) were 
primarily driven by the Apple iPhone.

The Apple iPhone increased +6.5 share points in just 90 days.  This 
puts it as the clear number 1 handset in the region with over 1 
billion impressions monthly.  As iPhone penetration increases, we 
can expect Apple to be the dominant smartphone OS in the region 
and continue taking impression share from the historically Nokia 
and Symbian OS region.

With 2.2 billion smartphone impressions, smart-
phones in Asia represent nearly 10% of the global 
mobile ad ecosystem.

Android and iPhone OS are leading the push of smartphone 
impressions in Asia, capturing +9.3 additional share points in the 
region.  This highlights a significant opportunity for advertisers to 
reach consumers with engaging advertising experiences in emerg-
ing markets.

Available Impression Volume & Composition
Global 
Type July October % Chg Development 
Index
Total   11,460,224,000   12,457,582,814 8.7% na
Smartphone    1,523,003,912    2,241,896,823 47.2% 66
Advanced    9,937,220,088   10,215,685,991 2.8% 113

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010
ASIA

Asia OS Shares: October 2010
Global 
Available Impressions OS Available Impressions % Share Pt Chg Development 
Index
Nokia OS        3,034,806,820 24.4% -11.4 128
Symbian OS         2,101,021,437 16.9% -8.5 105
iPhone OS        1,173,410,709 9.4% +7.7 83
Android            219,570,270 1.8% +1.6 36
Nokia OS
Windows Mobile OS             51,159,686 0.4% No Change 76
24.4% Symbian OS RIM OS             35,094,061 0.3% No Change 10
Other        5,842,519,831 46.9% na na
iPhone OS
46.9%
Android

16.9% Windows Mobile OS

RIM OS
9.4% Other

.3%
.4% 1.8%

As smartphone penetration increases, Android and iPhone OS continue to quickly capture share (+9.3 share points combined)
of mobile ad inventory from the traditional strongholds of Nokia and Symbian OS (41.2% combined share).
Android grew over 200MM impressions in just the past 90 days. This represents a 20X increase in monthly impressions to a 1.8% share.

iPhone OS grew just under 1 billion impressions and now captures 9.4% of available impressions in the region.

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010
ASIA

Asia Manufacturer Share: October 2010
Global 
Available Impressions Manufacturer Available Impressions % Share Pt Chg Development 
Index
Nokia        
7,096,800,821 57.0% -4.0 118
Samsung        
1,557,390,379 12.5% +1.9 80
1% SonyEricsson        
1,391,375,083 11.2% -2.8 118
3%
6% Apple        
1,173,410,709 9.4% +7.7 83
Nokia
LG           
310,155,155 2.5% +0.4 71
Samsung Nexian          
168,722,652 1.4% -0.6 193
9%
Other          
759,728,015 6.1% -2.5 na
SonyEricsson

11% Apple
57% LG
13% Nexian

Other

Nokia (57%) continues to capture the majority of ad impressions in Asia, although a variety of smartphone manufacturers
combine to gain +10 share points (Samsung, Apple, LG).
Apple becomes the fastest growing manufacturer in Asia, gaining +7.7 share pts in only 90 days. This brings Apple to 1.2 billion impressions in the market.

Nokia’s -4.0 decline puts it at 7.1 billion impressions in Asia. This still represents over 25% of the global mobile ad ecosystem.

In addition to Apple, Samsung also increased its share +1.9 pts of just under 350 million impressions.

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010
ASIA

Asia Handset and Connected Device Detail: October 2010
Global 
Manufacturer Available Impressions % Share Pt Chg Development 
Index
Apple iPhone         
1,020,183,633 8.2% +6.5 73
Nokia 3110c           
586,539,706 4.7% -0.1 153
Nokia 6300            
361,196,294 2.9% -0.2 107
Nokia N70           
308,369,606 2.5% -0.4 115
Nokia 7210           
272,961,788 2.2% No Change 180
Nokia 5130           
242,926,226 2.0% No Change 132
Nokia N2700 Classic           
218,498,537 1.8% +0.3 154
Nokia 5233           
205,843,931 1.7% +0.6 181
Nokia E63           
205,442,166 1.6% -0.1 123
Nokia 2600c           
189,057,701 1.5% -0.6 139
Nokia 2626           
177,644,099 1.4% -0.3 150
Samsung GT-S3310           
160,988,647 1.3% +0.2 189
Nokia N80           
158,860,748 1.3% -0.1 118
Nokia N2690           
158,779,653 1.3% n/a 175
Nokia 7610           
148,182,921 1.2% -0.2 139
SonyEricsson W200i           
142,223,098 1.1% -0.4 161
Nokia 6030           
136,870,251 1.1% -0.1 163
Nokia 6020           
135,419,475 1.1% n/a 119
Nokia 5300            
132,517,733 1.1% -0.2 162
Nokia 6233            
131,198,583 1.1% No Change 128

Apple iPhone (8.2%) becomes the #1 handset in the region.  
The iPhone’s remarkable +6.5 share gain brings the device to just over 1.0 billion impressions in Asia.

The second largest device, the Nokia 3110c, holds 4.7% share.

Nokia devices dominate the top 10 handsets, representing 9 of top 10 devices.

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010
ASIA

Asia Regional Summary:  October 2010 
Available Impression Volume & Composition Top 3 OS Systems:  % Share Available Impressions
Global  Global 
Type July October % Chg Development  July October Pt. Chg Development 
Index Index
Total   11,460,224,000   12,457,582,814 8.7% na Nokia OS 35.8% 24.4% -11.4 128
Smartphone    1,523,003,912    2,241,896,823 47.2% 66 Symbian OS 25.4% 16.9% -8.5 105
Advanced    9,937,220,088   10,215,685,991 2.8% 113 iPhone OS 1.7% 9.4% +7.7 83

Top 5 Manufacturers:  % Share Available Impressions Top 10 Handsets: % Share Available Impressions
Global  Global 
July October Pt. Chg Development  July October Pt. Chg Development 
Index Index
Nokia 61.0% 57.0% -4.0 118 Apple iPhone 1.7% 8.2% +6.5 73
Samsung 10.6% 12.5% +1.9 80 Nokia 3110c 4.8% 4.7% -0.1 153
SonyEricsson 14.0% 11.2% -2.8 118 Nokia 6300 3.1% 2.9% -0.2 107
Apple 1.7% 9.4% +7.7 83 Nokia N70 2.9% 2.5% -0.4 115
LG 2.1% 2.5% +0.4 71 Nokia 7210 2.2% 2.2% No Change 180
Nokia 5130 2.0% 2.0% No Change 132
Nokia N2700 Classic 1.5% 1.8% +0.3 154
Nokia 5233 1.1% 1.7% +0.6 181
Nokia E63 1.7% 1.6% -0.1 123
Nokia 2600c 2.1% 1.5% -0.6 139

Asia mobile impression growth (+8.7%) is driven by 47% increase in smartphone inventory.
Nokia still commands the majority of impressions in the region (57%) although Apple is growing very quickly (+7.7 share points).

Apple iPhone becomes the #1 handset in the region with 8.2% share.

Nokia and Symbian operating systems continue to lose share to iPhone OS and Android (+9.3 share points combined).

www.inmobi.com Source:  InMobi Global Mobile Ad Network Statistics, October 2010
NEXT STEPS

These data are the second of a series of network reports that are released quarterly.
Additional regions and markets will be released throughout the quarter.

Release Schedule
Network data will be released at least once per quarter with the potential to increase frequency. The next planned release is
January 2011 data around February 28th, 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 Research@inMobi.com.

To download the full reports, visit us at www.InMobi.com/research

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010


MEASURES AND TERM DEFINITIONS
InMobi Global Research: Measures and Term Definitions
Measures:
Available Impressions: The total number of ad requests made to the InMobi network. Note this is the base measure for all analysis in this report given its
representation of mobile advertising activity.
% 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. (For example, iPhone OS Share in Europe is 22.9% while globally its
8.2%. Indexing 22.9% to 8.2% gives us our EU Global Development Index of 279.)
Regional 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 phone with 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 phone with an OS or handset NOT included in the smart phone definition above. Note that feature phones are not capable of receiving
mobile display ads and
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.
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 manufacturer of the mobile device receiving the impression.
Other: An aggregation of any remaining impressions not specifically detailed previously.

InMobi Regional Definitions:


InMobi defines all regions per Wikipedia with the following modifications:
“Asia Pacific” excludes China and Japan and includes all remaining Asian countries plus the 15 Oceania countries as listed in Wikipedia.

Contact Information:
Readers are encouraged to contact us and/or follow us on www.Twitter.com/InMobi, Facebook by searching “InMobi” and looking for our logo, or follow
our company blog at www.inMobi.com/blog. You can also hear from us directly by contacting us at Research@InMobi.com.

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, October 2010