1. A GLOBAL VIEW OF MOBILE ADVERTISING:
Africa Regional Summary Q3 2011
InMobi Mobile Insights - Network Data
Release date: October 25th, 2011

2. 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.
Beginning July 2011, InMobi is moving towards
Contact Information quarterly data views which will highlight broader
www.inmobi.com/research industry trends and provide an overview of the
research@inmobi.com
global mobile advertising market.
Twitter: @inmobi

3. 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: 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: 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.

4. AFRICA SUMMARY
Africa Regional Profile: Q3 2011 Africa mobile impressions grew by
26% over the past quarter on the
InMobi network.
" InMobi now serves over 15.4 billion
impressions per quarter in Africa. The
volume of mobile impressions in Africa
signifies the reach mobile devices can offer
local, regional and global brands.
The majority of impressions in
Africa are on Advanced phones,
with a 23.5% growth rate this
quarter.
" While Smartphones make up a smaller
percentage of impressions in this market,
they have a faster growth rate than
Advanced phones
Available Impression Volume & Composition
Global Impressions on Apps more than
Q2 2011 Q3 2011 % Chg Development doubled this quarter, but still make
Index
Total 12,238,229,301 15,405,299,486 25.9% n/a
up a small percentage of total
Smartphone 1,915,598,390 2,658,001,592 38.8% 43 impressions.
Advanced 10,322,630,911 12,747,297,894 23.5% 168
" As Smartphone penetration increases App
Mobile Web 12,182,801,767 15,289,194,509 25.5% 126 impressions will likely increase in this market
App 55,427,534 116,104,977 109.5% 4
Source: InMobi Mobile Insights – Network Research, Q3 2011

5. AFRICA
Africa OS Share: Q3 2011
Available Impressions
Global
Nokia OS OS Impressions % Share Pt. Chg Development
Index
Symbian OS
31%
Nokia OS 5,778,165,075 37.5% +0.1 206
38%
RIM OS
Symbian OS 3,664,100,634 23.8% -0.6 135
Android
RIM OS 780,553,970 5.1% +1.4 53
iPhone OS
Android 253,427,774 1.6% +0.9 7
1%
Others
iPhone OS 178,427,370 1.2% +0.3 11
2%
5%
Others 4,750,624,663 31% -2.1 n/a
24%
The Nokia and Symbian platforms dominate the Africa market; the 3rd largest OS is RIM
with 5% of impressions.
" Nokia and Symbian combined make up about 61% of impressions in this market.
" Android and iPhone OS are still relatively small in this market due to low Smartphone penetration.
Source: InMobi Mobile Insights – Network Research, Q3 2011

6. AFRICA
Africa Manufacturer Share: Q3 2011
Available Impressions Global
Manufacturer Impressions % Share Pt. Chg Development
4%
1%
1%
3%
1%
Index
Nokia Nokia 9,419,142,057 61.1% -0.5 171
Samsung Samsung 2,873,570,619 18.7% -0.8 104
5%
SonyEricsson
SonyEricsson 840,392,701 5.5% -0.5 96
5%
RIM
LG RIM 780,553,970 5.1% +1.4 53
Motorola LG 540,956,049 3.5% +0.2 85
Alcatel
19%
Motorola 198,131,866 1.3% -0.3 49
61%
Apple
Others Alcatel 186,146,673 1.2% +0.2 412
Apple 178,427,370 1.2% +0.3 11
Others 387,978,181 2.5% -0.1 n/a
Manufacturer share in Africa remained generally consistent with last quarter.
" Nokia and Samsung make up about 80% of impressions in Africa.
" …
Source: InMobi Mobile Insights – Network Research, Q3 2011

7. AFRICA
Africa Handset and Connected Device Detail: Q3 2011
Global
Handset Impressions % Share Pt. Chg Development
Index
Nokia 6300 546,133,066 3.5% -0.2 196
RIM BlackBerry 8520 491,231,271 3.2% +0.8 107
Samsung SGH E250i 427,096,077 2.8% -0.5 813
Nokia 3110c 396,140,307 2.6% -0.5 169
Nokia N70 375,307,776 2.4% -0.5 209
Nokia 1680c 348,055,699 2.3% -0.3 569
Nokia N73 302,482,323 2.0% -0.1 156
Nokia N2700 Classic 289,869,535 1.9% +0.5 205
Nokia C1-01 285,815,959 1.9% +0.9 147
Nokia 6120c 276,084,936 1.8% +0.1 221
Nokia C3-00 266,983,514 1.7% +0.6 129
Nokia 5130 264,901,876 1.7% +0.3 191
Samsung SGH-E250 247,225,741 1.6% -0.4 549
Nokia E63 226,946,956 1.5% +0.0 133
Nokia X2-01 216,502,125 1.4% +1.4 164
Nokia devices dominate the list of top device models
" No single device stands out with high share
" …
Source: InMobi Mobile Insights – Network Research, Q3 2011

8. AFRICA
Africa Summary: Q3 2011
Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions
Q2 2011 Q3 2011 % Chg Q2 2011 Q3 2011 Pt. Chg
Total 12,238,229,301 15,405,299,486 25.9% Nokia 61.6% 61.1% -0.5
Smartphone 1,915,598,390 2,658,001,592 38.8% Samsung 19.5% 18.7% -0.8
Advanced 10,322,630,911 12,747,297,894 23.5% SonyEricsson 6.0% 5.5% -0.5
Mobile Web 12,182,801,767 15,289,194,509 25.5% RIM 3.7% 5.1% +1.4
App 55,427,534 116,104,977 109.5% LG 3.3% 3.5% +0.2
Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions
Impressions Q2 2011 Q3 2011 Pt. Chg
Q3 2011 Pt. Chg
Nokia OS 37.4% 37.5% +0.1
Nigeria 21.6% +2.4
South Africa 20.3% -0.9 Symbian OS 24.4% 23.8% -0.6
Egypt 11.6% -0.8 RIM OS 3.7% 5.1% +1.4
" InMobi’s Africa network grew by about 26% in Q3.
" Growth rates were highest among Smartphones and Apps, however most impressions in the
region are delivered via Advanced phones and Mobile Web.
" Within the region, Nigeria and South Africa experienced the highest mobile ad growth rates.
" The Nokia and Symbian platforms dominate the market; RIM OS is a distant third.
Source: InMobi Mobile Insights – Network Research, Q3 2011

9. 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 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%
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.

10. 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