The global mobile advertising market continued strong growth in Q2 2011, with impressions increasing 23% over Q1 2011. Smartphone impression growth significantly outpaced other phones, reaching 45% of all mobile ads. While Nokia and Symbian maintained the top positions, Android and iOS gained substantial share. The top devices were the Apple iPhone and iPod, with nearly 1 in 10 ads viewed on iPhones globally. Device fragmentation beyond the top few was significant. The report aims to track mobile advertising trends to help educate the market and improve industry collaboration.

1. A GLOBAL VIEW OF MOBILE ADVERTISING:
Global Summary Q2 2011
InMobi Mobile Insights - Network Data
Release date: July 13, 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 second quarter of 2011, we served 104.9 billion impressions in
165 markets worldwide. With a physical presence in 5 continents, over 5,000 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 104.9 billion
impressions in the second quarter of 2011. With 165 countries receiving over 1 million impressions
monthly, 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 2, 2011: 104.9 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: Q1 2011 (January – March 2011), Q2 2011 (April – June 2011)
• Comparisons: Q2 2011 versus Q1 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 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. GLOBAL SUMMARY
The global mobile ad ecosystem
continues its significant growth,
increasing ad impressions by 23%
from Q1 2011 to Q2 2011.
" The InMobi network gained nearly 20 billion ad
requests in Q2 2011. Continued significant
growth in this global ecosystem highlights the
healthy mix of increasing consumer mobile
usage, advertiser adoption and publisher focus
on mobile advertising.
Smartphone impression growth far
outpaces advanced phones.
Smartphones now represent 38% of
all mobile ads on the InMobi
network.
" 45% growth in impressions on smartphones over
the past quarter clearly underlines the shift
towards smartphone usage among consumers
globally.
Available Impression Volume & Composition
Q1 2011 Q2 2011 % Chg In application advertising continues
Total 85,045,126,065 104,911,803,910 23.4% to grow quickly, although it only
Smartphone 27,302,465,830 39,643,613,075 45.2% represents 17% of all mobile ads on
Advanced 57,742,660,235 65,268,190,835 13.0%
the InMobi network.
WAP 72,952,821,747 87,429,623,550 19.8% " In application ads are highly utilized in only a few
12,092,304,318 17,482,180,360 44.6% key markets across the globe. Globally, most
App
mobile ads are still delivered in the mobile web
experience that is platform agnostic.
Source: InMobi Mobile Insights – Network Research, Q2 2011

5. GLOBAL
Global OS Share: Q2 2011
Available Impressions
OS Impressions % Share Pt. Chg
Nokia OS
20%
Nokia OS 20,874,960,105 19.9% -1.9
25%
Symbian OS
Symbian OS 19,849,450,815 18.9% -0.9
Android
Android 15,891,694,091 15.1% +1.3
iPhone OS
iPhone OS 15,420,293,972 14.7% +4.7
6%
RIM OS
19%
RIM OS 6,713,921,481 6.4% +1.5
Others
Others 26,161,483,447 24.9% -4.8
15%
15%
Both the leading operating systems, Nokia and Symbian lost share points, however
maintained their positions.
" Although Android gained significant traction in Q4 2010 and Q1 2011, iOS growth has outpaced Android on the InMobi
network over the past quarter. This is driven by the strength of the iPhone globally, including launching with Verizon in the
United States, and the iPad.
" Ad impressions are fairly well distributed across the top four mobile platforms, with no single player controlling over 20% of
market share.
Source: InMobi Mobile Insights – Network Research, Q2 2011

6. GLOBAL
Global Manufacturer Share: Q2 2011
Available Impressions
3%
Manufacturer Impressions % Share Pt. Chg
6%
Nokia
Nokia 40,580,435,664 38.7% -2.6
4%
Apple
Apple 15,420,293,972 14.7% +4.7
5%
Samsung Samsung 15,419,660,186 14.7% -0.6
39%
6%
SonyEricsson SonyEricsson 7,746,314,348 7.4% -1.7
RIM RIM 6,713,921,481 6.4% +1.5
7%
HTC HTC 5,253,479,606 5.0% +0.1
LG 4,204,629,697 4.0% -0.2
LG
15%
Motorola 3,274,563,266 3.1% +0.1
Motorola
15%
Others 6,298,505,690 6.0% -1.3
Others
Nokia holds the top manufacturer spot by global ad impressions, holding a commanding
38.7% share of impressions.
" Apple gained +4.7 share points to surpass Samsung to secure second spot in the manufacturer category.
" Outside of top three manufacturers, the global ad impression market is considerably fragmented across the remaining five
major manufacturers.
Source: InMobi Mobile Insights – Network Research, Q2 2011

7. GLOBAL
Global Handset and Connected Device Detail: Q2 2011
Handset Impressions % Share Pt Chg
Apple iPhone 10,034,663,568 9.6% +1.7
Apple iPod 4,129,050,385 3.9% +1.7
RIM BlackBerry 8520 2,492,096,877 2.4% +0.7
Nokia 6300 2,287,615,978 2.2% -0.3
Nokia 3110c 2,065,146,384 2.0% -0.4
Nokia N70 1,604,627,990 1.5% -0.3
Nokia N73 1,572,909,572 1.5% +0.3
Nokia 5233 1,476,066,515 1.4% +0.3
Nokia C3-00 1,381,430,513 1.3% +0.1
Nokia E63 1,267,300,231 1.2% -0.1
Apple iPad 1,257,251,638 1.2% +1.0
Samsung GT-I9000 1,249,357,080 1.2% +0.2
The Apple iPhone and Apple iPod each gained +1.7 share points to remain the top two
devices globally. Nearly 1 out of every 10 ads in Q2 globally was on an Apple iPhone.
" Device fragmentation beyond the Apple iPhone and iPod is clear, with most devices holding less than 2.4% global share.
" The top ten handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences
at scale with rich experiences.
Source: InMobi Mobile Insights – Network Research, Q2 2011

8. GLOBAL
Global Summary: Q2 2011
Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions
Q1 2011 Q2 2011 % Chg Q1 2011 Q2 2011 Pt. Chg
Total 85,045,126,065 104,911,803,910 23.4% Nokia 41.3% 38.7% -2.6
Smartphone 27,302,465,830 39,643,613,075 45.2% Apple 10.0% 14.7% +4.7
Advanced 57,742,660,235 65,268,190,835 13.0% Samsung 15.3% 14.7% -0.6
WAP 72,952,821,747 87,429,623,550 19.8% SonyEricsson 9.1% 7.4% -1.7
App 12,092,304,318 17,482,180,360 44.6% RIM 4.9% 6.4% +1.5
Top 10 Handsets: % Share of Available Impressions Top 3 OS Systems: % Share of Available Impressions
Q1 2011 Q2 2011 Pt Chg Q1 2011 Q2 2011 Pt Chg
Apple iPhone 7.9% 9.6% +1.7
Nokia OS 21.8% 19.9% -1.9
Apple iPod 2.2% 3.9% +1.7
Symbian OS 19.8% 18.9% -0.9
RIM BlackBerry 8520 1.7% 2.4% +0.7
Nokia 6300 2.5% 2.2% -0.3 Android 13.8% 15.1% +1.3
Nokia 3110c 2.4% 2.0% -0.4
Nokia N70 1.8% 1.5% -0.3
" InMobi global network grew by over 19.8
Nokia N73 1.2% 1.5% +0.3
billion impressions over the past quarter.
Nokia 5233 1.1% 1.4% +0.3
Nokia C3-00 1.2% 1.3% +0.1 " 45% growth in both smartphone ad
Nokia E63 1.3% 1.2% -0.1 impressions and in application ads, points
towards increasing consumer adoption of
smartphones and the popularity of
applications.
" Among the top 3 operating systems, only
Android managed to gain share points (+1.3).
Source: InMobi Mobile Insights – Network Research, Q2 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.
WAP (Wireless Application Protocol): 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 October. 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 releases 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