Presentation provides insight and statistics into the use and penetration on mobile in EU5 countries.

1. Where EU5 mobile is today
“The surge”
From communication to context

2. The 7th Mass Media

3. Mobile Internet Outpaces Desktop Internet Adoption
iPhone + iTouch Users = 8x AOL users 8 Quarters after launch

4. Apps: from walled garden to open playground
43% off all mobile apps downloaded globally where for location based social
networking services
150,998
Apple
19,897
Android
Nokia 6,118
Blackberry 4,756 The Apps model has changed the value
chain of mobile content…
1,452
Palm
BEFORE
End User
Developer Publisher Aggregator Operator
693
Windows 20% 20% 20% 40%
End User
AFTER
Developer Store Owner
70% 30%
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix

5. The 3 Mobile Era’s
Communication, Content, Context

6. The size of the EU5 mobile market
Growth of mobile media and browsing
Germany, France and UK are the most established mobile markets >
substantial growth of mobile media in the next five years
Italy has the potential to become a leading mobile market; high 3G
adoption, propensity to browse mobile content and a user base that will
migrate out of PAYG in the near future

7. Figures shaping mobile in Europe (EU5)
The story behind the numbers
1,442 separate devices being used for Mobile media in EU5
iPhone only represents 9% of mobile media users in EU5
Nokia represents 34% of mobile media users, double the market share of its nearest rival Samsung with 18%
INSIGHT: Lots of handsets but 20% of handsets account for 79% of mobile media users
27% of all 288 million EU5 consumers are mobile media users (browsed the
internet from phone, dowloaded/used an app)
27% mobile media users, 15% only voice users, 58% SMS users with no mobile media
Low mobile media usage when compared to the US (35%)
3G phone with unlimited data tarrifs represent only 5% in Europe, while 21% in the U.S
INSIGHT: EU5 consumers with unlimited data plans are 196% more likely to use mobile media
84% of Italian mobile users (42 million) are Pay as you Go (PAYG) mobile users
Considerably high when compared to EU5 average of 46%, 22% in France and 39% in Germany
While PAYG has no impact on SMS or MMS mobile usage it does impact mobile media usage
Italy is the exception, it is the same size market as UK, but a PAYG market and yet matches UK in mobile
media consumption
INSIGHT: While Germany and UK are the largest markets, consumers in Italy demonstrate
willingess to spend on services and devices

8. Mobile is part of EU5 consumers daily media consumption
The only “always on” device
Information News Entertainment
AFTER AT HOME
GET UP WAY TO WORK
WORK AT WORK TV
RADIO NEWSPAPER ONLINE
RADIO ONLINE MAGAZINE NEWSPAPE
TV
NEWSPAPE MOBILE RADIO R
NEWSPAPE
R MOBILE MAGAZINE
R
MOBILE MOBILE
morning forenoon afternoon evening

9. Demographics of EU5 Mobile Media activities
Average mobile media user is 33 years old and 40% are female
Younger demographics create their own ringtones, use social networking
services and listen to music
Mobile Internet services (browsing, apps and e-mail) skew 65-70% male.
Unlimited data plan subscribers average age 35.
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix

10. Demographics of EU5 Mobile Media activities
PC Internet versus Mobile Internet demographics
The age comparison between PC and Mobile Internet users is indicative
of the need for money when browsing on the mobile device (advanced
device and data plans).
Mobile social networkers has a more even gender than mobile browsers
for news and info.
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix

11. Growth of EU5 Mobile Media activities
Social networking and apps are driving growth
Social networking and apps are showing the highest gains with 106% and
64% Y/Y growth in users.
GPS mapping will emerge as a key category given Google and Nokia
recent announcement to offer service free of charge
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix

12. Usage of mobile in the United Kingdom
Top 10 Mobile Web Properties by Top 10 Mobile Web Properties by
Unique Visitors in the UK (000) Time Spent (minutes) in the UK
(000)
65% Google 10 = 70% of all
and Facebook time spent
it Google siteusers access Facebook
65% of mobile
and through their mobile
top 10 properties account for 70%
of all time spent by mobile users
phones every month
Source: Comscore GSMA MMM December 2009

13. Usage of mobile in the United Kingdom
Average Minutes per Usage Day Distribution of users and usage
(minutes) by access device in between smart and non-smart
the UK phones
66% more 51% of all time
mobile users spend in average driven by Smartphone users which only
time time on the four largest
66% more
social media properties than fixed
spent UKof overall mobile phone
represent 29%
users in the
access users
Source: Comscore GSMA MMM December 2009

14. Usage patterns of mobile phone users the
United Kingdom
Fastest growing UK mobile phone (all
phone types)
media activities (Q2/09 to Q3/09)
10.4 million
Users using mobiles to access the
internet , 21% of all mobile phones
users
4.1 million
Users using mobiles to download
applications, 1 million users in Q3
when compared to Q2
Source: Nielsen Company

15. Top sites accessed by mobile
What sites are consumers accessing via mobile?
While 17% of Facebook users in EU5 are accessing via mobile, there is
significant differences by country with 22% of UK Facebookers accessing
via mobile, compared to less than 10% of German Facebook users.
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix

16. The 4 future drivers of mobile in Europe
Social networking and web based apps will drive growth
1. Accesability > Web based apps
Web based apps such as HTML5 shaping the way mobile applications
are built; low entry and based on Google supported HTML5 & Opera
JavaScript as opposed to C++ based Windows Mobile, iPhone OS
2. Community > Proximity networks
Proximity networks shaping the way users use their mobile to inform and
update and recommend their peers and social group. Emerging segment
it supports: Shout Out’ers
3. Location > Augmented reality
Augmented reality shaping the behaviour of mobile phone users by
turning their cameras into everything from surrounding readers to sign
translator. Emerging segment it supports: Insightseer
4. Transaction > Point and find
technology pay for products way usersofuse their mobile to
Point and find technology shaping the
identify, research and at point purchase. Emerging
segment it supports: Mobile hunters