The document discusses the growth of smartphones and mobile internet usage. It notes that smartphone sales grew dramatically from 2008 to 2010, with over 100 million units sold globally in 2010. The document also shows data on the percentage of mobile phone sales that are smartphones in different countries, with Denmark having the highest percentage at over 50%. Additionally, it discusses the surge in tablet sales from May 2010 to December 2010. The document proposes the Network Intelligence Solution for monitoring mobile internet traffic, advertising exposure, and providing mobile analytics.

1. GfK Retail and Technology Network Intelligence Solution 2011
1
A truly Mobile world
A focus on mobile Internet
Jacques Combet
GfK NIS

2. GfK Retail and Technology Network Intelligence Solution 2011
The Smartphone revolution accelerates in 2010
2
120,0
100,0
80,0
60,0
108,2
40,0
20,0 37,2
15,0
6,5 9,7
0,0 2,0 3,9
2004 2005 2006 2007 2008 2009 2010
SMARTPHONES
GfK Global sales in millions

3. GfK Retail and Technology Network Intelligence Solution 2011
Smartphone sales across the globe
3
<Grand Total> 18.7
Denmark 56.2
Hong Kong 53.9
South Korea 52.2
Sweden 52.1
Norway 48.0
Macau 46.8
Australia 45.4
Netherlands 42.1
Great Britain 41.3
Austria 41.0
Singapore 40.8
Switzerland 38.7
Germany 37.6
Malaysia 37.1
Finland 33.9
France 33.2
Saudi Arabia 31.7
Japan 28.8
Ireland 27.9
United Arab Emirates 27.5
% of sales that are smartphones in Q2 10

4. GfK Retail and Technology Network Intelligence Solution 2011
Surging sales of tablets
4
Sales Ths. Units - D+F+UK+I+E
Sales Ths. Units
600
500
400
300
200
100
0
May 2010 June 2010 July 2010 August 2010 September October 2010 November December
2010 2010 2010

5. GfK Retail and Technology Network Intelligence Solution 2011
Mobile Internet has become a reality
5
• Smartphones, 3G data keys and tablets are rapidly boosting mobile internet
usage among a much wider audience
• The Mobile Media enables a unique relationship between the Brands and the
consumer
 The Telecom industry, the Media industry and the Brands need reliable
measurements on
 mobile internet traffic
 advertising exposure

6. GfK Retail and Technology Network Intelligence Solution 2011
6
Monitoring mobile Internet
The Network Intelligence Solution

7. GfK Retail and Technology Network Intelligence Solution 2011
The Network Intelligence Solution architecture
7
Mobile subscribers Mobile Multimedia
infrastructure Services & Applications
NIS probe
DPI process
On the fly
anonymisation
Mobile Mobile Internet
network Census data portal
collection
Transfer
of irreversibly
anonymised
data
GfK
on-line Data
Clients Adhoc
portal processing
reports
centre

8. GfK Retail and Technology Network Intelligence Solution 2011
A gigantic data traffic: data reduction process
8
Raw data Reports
available for available
7 months indefinitely
(TBC)
Reports
Processing StarTrack
NIS Probe NIS Buffer Server Engine Database Data
Metadata Simple Complex Report
extraction filtering filtering generation
Gn traffic Extracted Transferred Stored Reports
copy data data data and data
5-7 TB 30-70 GB ~10GB ~5 GB Few kB
daily daily daily daily per report
(1 Gbps)

9. GfK Retail and Technology Network Intelligence Solution 2011
Available Reporting Dimensions NIS
9
Search
Protocols Online
Advertisement
Device
Applications User Activity E-Commerce
Basket
Web Browsing Communications
All Devices
(type, features,
brand & model)
Location
(roaming,
geo-location)
Socio-
Demographics*
Time (down to quarter of hour)
Subscription*
* If opt-in

10. GfK Retail and Technology Network Intelligence Solution 2011
Enrichment with Supplementary Data
10
Extraction Anonymisation Processing Enrichment Reporting Sales
Socio- • User age, gender, subscription type, etc.,
demographics • Collected from operator CRM or consumer panel...
Device models • >60 mobile handset software and hardware features
and features • Cover all mobile handset models sold during the last 10 years
Geographic • Geographic reports on cities, districts, regions...
reports • Roaming reports on travelling subscribers
Web site • >90% of web sites coded into 20 main industries and 100 sub-industries
categories • Single global codebook, local market experts to validate coding
Device sales
• Link usage to sales volume/trends of devices down to model level

11. GfK Retail and Technology Network Intelligence Solution 2011
A three fold business proposition
11
Added value
Market A global currency to monetize
the mobile internet space
Intelligence
Clustering A clustering system, cornerstone of
targetted services
service
Business Internal KPI’s for optimisation
of current businesses
Intelligence
Maturity

12. GfK Retail and Technology Network Intelligence Solution 2011
Understanding the transactional process
The « awareness-engagement-conversion itinerary »
12
The mobile subscriber is
the user
WebsiteVisits
Advertising
& Product e-commerce
(Displayed and
Application search portal
clicked)
usage
Impression and Queries on search
Reach Basket
interaction engines
Product Intention to
Awareness Image
information Buy
Purchase
GfK Network Intelligence Solution Panels

13. GfK Retail and Technology Network Intelligence Solution 2011
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…some real data

14. GfK Retail and Technology
GfK Retail and Technology Network Intelligence Solution 2011
Number of Unique Visitors per Product Group
14
Time (hour of the day)
00-0101-0202-0303-0404-0505-0606-0707-0808-0909-1010-1111-1212-1313-1414-1515-1616-1717-18 18-1919-2020-2121-2222-2323-24
40.000
35.000
Mobilephones
Smartphones
30.000 3G Cards
Number of Unique Visitors
25.000
20.000
36.972
36.638
35.151
34.436
34.273
33.054
32.016
15.000
30.899 30.928
30.264
29.085
28.984
28.025
25.670
21.902
21.600
10.000 18.767
19.737
19.620
17.980 18.056
17.238
16.508 16.556
15.990 16.011
15.590
15.138
14.382
13.946
13.190
11.690 11.708
5.000
10.622
9.546
9.182
7.980
7.235
6.561
5.700
5.422
4.907
4.039
3.885
2.384 2.274 2.280 2.336 2.328 2.263 2.281 2.341
2.213 2.255 2.227 2.147 2.169
2.085
1.910 1.980
1.543 1.616
1.480 1.471
1.361
0
815 910
525 596
435 393 432
© by GfK-RT, www.gfkrt.com RG1654226-Nr 2(2)

15. GfK Retail and Technology Network Intelligence Solution 2011
Aggregation of 4 main magazine sites
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Number of Visits
16 000 2009-12-23
14 077
2009-12-24
14 000 13 397
13 175 12 886
12 913 12 096 12 034
12 241 12 514 12 268 12 097
12 000 11 477 11 423
11 373
11 069 11 815 11 597 11 791
11 398 10 885 10 511
10 000 10 667 10 308 10 292 10 315
9 092 9 362
7 734
8 000
7 473 7 819
7 282 7 352
6 000
5 112
4 517
4 000 4 152
2 957 3 587
2 443 2 218 Holiday effect
2 000 1 806 2 492
2 200 1 357
1 458
1 399 1 055
0
Day Time

16. GfK Retail and Technology Network Intelligence Solution 2011
NIS is measuring the long tail
16
12 % of all site visits
10 %
Top 100 Domain groups represent ~ 60%
of all site visits
8%
A high need to categorize domains to
see “the full browsing picture”
6%
11,3
9,4
4%
6
2%
3,4
2,7
0,05%
2
1,9
1,5 1,5
1,2 1,2
1 1 0,9 0,9
0,8 0,7
0,6 0,6 0,5
0,5 0,5 0,5 0,4 0,4 0,4 0,4
0,4 0,4 0,4 0,4 0,3
0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2
0
0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1
© by GfK-RT, www.gfkrt.com RG1650999-Top 100 Domains (based on page views)

17. GfK Retail and Technology Network Intelligence Solution 2011
Traffic by type of mobile phone
Number of seen pages % Weekday Weekend 17
100%
90% 18,4 15,9 Apple iPhones
Samsung E250
80%
14,6
14,4 Samsung L700
70%
6,7 Nokia E63
6,9
60% 6,1
7 Nokia N95
6,7
50% 6,8
5,7 Nokia E71
5,6 2,4
40% 2,6 2,3
2,5 Nokia N97
2,3
1,9
30% Samsung D900i
Nokia 6120 Classic
20% 37,1
34,1
Others
10%
0% Day
Time
6-12 am 6-12 pm
•© by GfK-RT, www.gfkrt.com

18. GfK Retail and Technology Network Intelligence Solution 2011
iPhone traffic market shares
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Number of Seen Pages %
30
26,8
26,3
25
22,6
21,6 22,4 21,6
20,6 21,9 19,7
20 20 21,5
20,6 18,3
17,4 17,6
15,9 17,7 17,9 17,6
15 16,5
12,9 13,8
11,8
10 10,9
...showing iPhone users share
of internet browsing (pages
5 viewed)
0
Day Time

19. GfK Retail and Technology Network Intelligence Solution 2011
Monitoring of on-line mobile advertising exposure
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Reach Impressions Clickthrough Rate
14.000 0,90%
0,80%
12.000 How many unique visitors are visiting
the web site and can see my ad? 0,70%
10.000
0,60%
8.000 0,50%
6.000 0,40%
0,30%
4.000
0,20%
2.000
0,10%
0 0,00%
facebook ebay cnn bwin myspace zynga travian aol blogspot

20. GfK Retail and Technology Network Intelligence Solution 2011
Monitoring of on-line mobile advertising exposure
20
Reach Impressions Clickthrough Rate
14.000 0,90%
0,80%
12.000 How many times has my ad been
10.000
displayed for the people visited the 0,70%
web site? 0,60%
8.000 0,50%
6.000 0,40%
0,30%
4.000
0,20%
2.000
0,10%
0 0,00%
facebook ebay cnn bwin myspace zynga travian aol blogspot

21. GfK Retail and Technology Network Intelligence Solution 2011
Monitoring of on-line mobile advertising exposure
21
Reach Impressions Clickthrough Rate
14.000 0,90%
0,80%
12.000
0,70%
10.000 How many times have my ad been 0,60%
8.000
clicked?
0,50%
6.000 0,40%
0,30%
4.000
0,20%
2.000
0,10%
0 0,00%
facebook ebay cnn bwin myspace zynga travian aol blogspot

22. GfK Retail and Technology Network Intelligence Solution 2011
Impression and click rate (%)
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Impression Click rate
Impression Click rate (%)
3000 1,5
1,3
2500
1,1
2000
0,9
1500 0,7
0,5
1000
0,3
500
0,1
0 -0,1
13 15 17 19 21 23 1 3 5 7 9 11 13 15 17 19 21 23 1
Thursday Friday Saturday

23. GfK Retail and Technology Network Intelligence Solution 2011
Search words queries
Focus on brands and product names
23
<Grand
Total>
facebook 432 Telecom
facebook login Iphone 81 431
youtube iphone4g 57 79 Automotive
gmail vodafonelive BMW 5 serie
41 56 37
24 sata Samsung wawe 39 41
Audi Q7 23
blocket Nokia n 34 39
Volvo XC60
Orange portal 31 34 24
Vancouver 2010
hotmail Ipad BMW x3
29 31 19
blocket.se apple X3
27 29 13
net.hr blackberry 26 26
Porsche second hand car 11
Smartphone iphone TT
Audi 26 10
Ferrari 8
....search from Google/MSN/Facebook/Youtube/Yahoo/eBay/Wikipedia

24. GfK Retail and Technology Network Intelligence Solution 2011
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Summary

25. GfK Retail and Technology Network Intelligence Solution 2011
Conclusion
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The Network Intelligence Solution is a unique methodology
to monitor the digital nomad journey,
from mobile advertising exposure to actual purchase
 The GfK NIS is operational today on 3G networks
 The GfK NIS is compatible with the next 4G LTE networks
 The GfK NIS can be deployed on fixed internet hence enabling monitoring of the 4
screens

26. GfK Retail and Technology Network Intelligence Solution 2011
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Growth
from
Knowledge