Global mobile device sales are projected to greatly outpace PC sales, with smartphones and tablets reaching 1250 million annual units by 2013 compared to only 250 million PCs. Latin America represents the world's third largest mobile market by volume, with over 750 million connections by 2014. Smartphone penetration and sales are rising rapidly across Latin America, led by Brazil, Mexico, and Argentina, while Android dominates the operating system market share. Latin America's fast growing economies, government support of broadband and mobile adoption, affordable smartphones, and growing mobile audiences have positioned the region for continued expansion in mobile communications.

2. Huge growth projected
Glboal perspective
PCs, 250
Smartphones and
Tablets, 1250
0
200
400
600
800
1000
1200
1400
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
The future is mobile
Global annual unit sales (m)

3. Huge growth projected
Glboal perspective
Fundamental change in scale
Mobile Industry
•1.2 bn phones sold in 2012
•3.2 bn mobile users
•Replaced every 2 years
•One per person
PC Industry
•350m PCs sold in 2012
•1.6 bn units in use
•Replaced every 4-5
•Shared

4. Huge growth projected
Glboal perspective
 Latin America - world’s third-largest mobile market by volume after Asia Pacific and Africa
with over 750m connections at the end of 2014.

5. Understanding the puzzle
Huge growth projected
Elements

6. Shipments = Smartphones
Top Five Countries
Top Five Countries Smartphones Shipment , 2013 – 2017 (Units in millions)
Pyramid Research
ARGENTINA: 42% of
the mobile phones
sold in Argentina in
2012 were
smartphones 8
millions expected in
2013
BRAZIL: in
2013, more than 21.4
million smartphones
will be sold in Brazil
MEXICO16 million
smartphones will be
sold in Mexico in 2013

7. Smartphone penetration
LatAm Smartphone Penetration
Smartphone penetration

8. Shipments = Smartphones
Top Five Countries
20%
18%
17%
16%
15%
9%
8%
0%
5%
10%
15%
20%
25%
2013 Units
Latam - Smartphones penetration Q4 2012
US Smartphone
penetration is 57% by
February 2013
(comscore)
ARGENTINA: 2012
Smartphones
penetration 11M with
40% over global base

9. Operating System
Global Share
OS (percentage) 2010 2011 2012 2015
Symbian 37,6% 19,2% 5,2% 0,1%
Android 22,7% 38,5% 49,2% 48,8%
Research In Motion 16,0% 13,4% 12,6% 11,1%
iOS 15,7% 19,4% 18,9% 17,2%
Microsoft 4,2% 5,6% 10,8% 19,5%
Other Operating
Systems
3,8% 3,9% 3,4% 3,3%
Total 100,0% 100,0% 100,0% 100,0%
ARGENTINA: 57%
market share for the
Android operating
system
BRAZIL: Android
operating system has
56.7% market share in
the Brazilian
smartphone market
MEXICO: Android has a
37% market share in
Mexico
Global Operating system penetration

10.  Latin America - world’s third-largest mobile market by volume after Asia Pacific and Africa
with over 630m connections as of Q4 2012
 Ending 2013 with 742 million mobile subscriptions, according to Informa Telecoms & Media
 In 2011, mobile broadband overtook fixed broadband as the first choice to access the
Internet in Latin America
 Voice will remain the main revenue stream for operators, accounting for 76% of service
revenues, data revenues will increase 18% year-on-year, topping US$ 27.7 billion,
according to Informa.
 in Latin America, smartphones are expected to account for 46% of total handset sales in 2013.
 Smartphone connections in Latin America will increase 35% year-on-year in 2013, to 140.7 million.
¿Why the LatAm growth?
1.Latin America perspective
Third largest mobile market
Latam 742 M users
Data will increase 18%
Latam Smatphones 46% 2013

11. Latam Mobile broadband
Arpu
35%
21%
41%
22%
35%
20%
25%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2013 Units
Data contribution to service
revenue. Latin America
average 27% and 43% in
North America
Average ARPU of US 12 by Q4
2012
Data revenues by Q4 2012

12. Tablet penetration
Latam Vs Brazil
Sales of tablets are set to triple from 2012 to 2013, with Brazil leading the way
ARGENTINA: According to
IDC, 340,000 tablets were sold
in Argentina in 2012—a 43%
increase compared to 2011.
BRAZIL: 3.1 million units in
2012, 222% higher than in
2011. Sales in Brazil will reach
5.1 million units in 2013, an
increase of more than 67%
MEXICO: 2.2 million tablets
will be sold in Mexico in
2013, up from 1.5 million
tablets sold in 2012

13. StartMeApp Products

14. Self Service Plattform and DSP for Agencies

15. SMA value added optimized algorithm platform
Latin America perspective
Higher CTR
Dynamic decision algorithm

16. Huge growth projected for communications market
1.Latin America perspective
Advertisers Agencies
Exchanges Ad Networks
Apps traffic
Mobile Web
Wap Sites
Carriers
On Deck Traffic
Publisher Network
StartMeApp Ecosystem
SERVICES
1.Brand Safe Network
2.Blind Network focused on
performance

17. CONCLUSION
Latam Fast Growing Economies
Government impulse
Carriers promoting BAM & Smartphones
Economic devices / Technology adoption
Mobile audience going on board
LatAm leaded by Brazil and Mexico

18. Gracias …!
Alejandro Campos Carlés
Co-Managing Director & Founder
StartMeApp
alejandro.carles@startmeapp.com