1. A GLOBAL VIEW OF MOBILE ADVERTISING:
North America 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: 131 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. NORTH AMERICA SUMMARY
North America Regional Profile: Q3 2011 North America mobile impressions
grew by 43.6% over the past quarter
on the InMobi network.
" InMobi now serves over 26.6 billion impressions
per quarter in North America. The volume of
mobile impressions in North America signifies the
reach mobile devices can offer local, regional
and global brands.
Mobile ad growth is mostly driven by
Smartphones, which grew by
51.2%, versus 16.8% growth among
advanced phone ad impressions in
Q3.
" Smartphones gained over 7.3 billion impressions
over the last quarter and now represent 82% of
all mobile ads in the region. With nearly 4 of 5
ads on smartphones in North America, brands
have ample opportunity to market effectively
Available Impression Volume & Composition through this mass-reach medium.
Global
Q2 2011 Q3 2011 % Chg Development
Index
50% of mobile ads in North America
Total 18,536,684,341 26,614,590,960 43.6% n/a are displayed in applications.
Smartphone 14,410,474,727 21,795,589,484 51.2% 73
" With the significant focus of mobile developers
Advanced 4,126,209,614 4,819,001,476 16.8% 132 and interest from the ecosystem, mobile in-app
Mobile Web 9,271,810,268 12,718,755,119 37.2% 60 ad impressions now represent 5 of every 10 ads
seen on a smartphone.
App 9,264,874,073 13,895,835,841 50.0% 249
Source: InMobi Mobile Insights – Network Research, Q3 2011

5. NORTH AMERICA
North America OS Share: Q3 2011
Available Impressions
Global
8%
Android OS Impressions % Share Pt. Chg Development
6%
Index
iPhone OS
6%
Android 10,737,930,549 40.3% +6.8 180
40%
RIM OS
iPhone OS 5,539,595,828 20.8% -8.8 189
Symbian OS
RIM OS 5,127,230,843 19.3% +6.2 201
19%
Nokia OS
Symbian OS 1,677,674,328 6.3% -0.8 36
Others
Nokia OS 1,485,761,968 5.6% +0.6 31
Others 2,046,397,444 8% -4.0 n/a
21%
iPhone OS is losing share of impressions to RIM OS and Android, which remains the #1
platform in the region.
" Android and RIM OS share increased to 6.8 and 6.2, respectively, while iPhone impressions declined by 8.8 points.
" The Nokia and Symbian OS’s are top global mobile platforms based on ad share but index extremely low in North America
with global development indices of 31 and 36, respectively.
Source: InMobi Mobile Insights – Network Research, Q3 2011

6. NORTH AMERICA
North America Manufacturer Share: Q3 2011
Available Impressions Global
Manufacturer Impressions % Share Pt. Chg Development
1%
Apple Index
8%
RIM Apple 5,539,595,828 20.8% -8.8 189
21%
7%
HTC RIM 5,127,230,843 19.3% +6.2 201
Nokia HTC 3,429,932,122 12.9% +0.3 218
7%
Samsung
LG Nokia 3,098,919,932 11.6% +0.1 33
Motorola Samsung 3,084,426,789 11.6% +3.7 65
12%
19%
SonyEricsson LG 1,906,662,320 7.2% +0.2 174
Others
Motorola 1,840,816,034 6.9% -2.1 262
12%
SonyEricsson 348,220,170 1.3% -0.4 23
13%
Others 2,238,786,922 8.4% +0.7 n/a
Apple remains the #1 Manufacturer in the region, however it lost 8.8 share points in Q3
2011.
" Apple is losing share of impressions to Android and RIM in North America
" Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola over-index in North
America when compared with their global share.
Source: InMobi Mobile Insights – Network Research, Q3 2011

7. NORTH AMERICA
North America Handset and Connected Device Detail: Q3 2011
Global
Handset Impressions % Share Pt. Chg Development
Index
Apple iPhone 4 1,387,115,482 5.2% +0.1 126
RIM BlackBerry 9800 1,130,486,100 4.2% +3.0 249
RIM BlackBerry 8520 1,118,879,203 4.2% -0.0 141
Apple iPod Generation IV 851,287,999 3.2% +1.1 219
Apple iPod Generation II 680,555,900 2.6% -1.8 397
RIM BlackBerry 9700 601,886,759 2.3% +0.9 183
Samsung SPH-M820-BST 584,650,888 2.2% n/a 428
Apple iPhone 3GS 574,518,894 2.2% -1.0 269
Apple iPad I 563,663,658 2.1% +0.1 153
RIM BlackBerry 9300 516,100,880 1.9% +0.8 160
LG LS670 501,911,065 1.9% +0.1 429
Apple iPhone 2G 499,910,953 1.9% -3.1 180
Samsung GT-P1000 491,023,021 1.8% n/a 179
Apple iPod Generation I 472,653,814 1.8% -3.1 362
HTC ADR6300 426,172,380 1.6% -1.1 425
7 of the top 15 devices in North America are manufactured by Apple.
" All the top ten devices over-index considerably compared to their global share, underling the unique composition of
smartphone devices in the North America mobile eco-system.
Source: InMobi Mobile Insights – Network Research, Q3 2011

8. NORTH AMERICA
North America 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 18,536,684,341 26,614,590,960 43.6% Apple 29.6% 20.8% -8.8
Smartphone 14,410,474,727 21,795,589,484 51.2% RIM 13.1% 19.3% +6.2
Advanced 4,126,209,614 4,819,001,476 16.8% HTC 12.6% 12.9% +0.3
Mobile Web 9,271,810,268 12,718,755,119 37.2% Nokia 11.6% 11.6% +0.1
App 9,264,874,073 13,895,835,841 50.0% Samsung 7.9% 11.6% +3.7
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
Android 33.5% 40.3% +6.8
USA 70.8% -3.3
Canada 16.9% +5.3 iPhone OS 29.6% 20.8% -8.8
Mexico 10.4% -2.1 RIM OS 13.1% 19.3% +6.2
" The InMobi North America network grew by 43.6% impressions in Q3, mostly driven by
smartphones.
" Within the region, Canada was fastest growing mobile ad market, gaining +5.3 share points of
regional ad share.
" RIM OS began catching up to iPhone OS, the #2 mobile platform in the region by mobile ad
impressions. The difference between the 2 is now only 1.5 share points.
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