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A GLOBAL VIEW OF MOBILE ADVERTISING: Europe Regional Summary Quarter Ending July 2011 InMobi Mobile Insights - Network Data Release date: Aug 17, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the quarter ending in July of 2011, we served 113 billionimpressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000publisher partners, and a broad, independent market footprint, InMobi is well positioned to providean objective, comprehensive, and representative view of the mobile advertising market.Research ObjectivesWe 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 has moved towards Contact Information quarterly data views which will highlight broader www.inmobi.com/research industry trends and provide an overview of the firstname.lastname@example.org global mobile advertising market. Twitter: @inmobi
NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 113 billionimpressions in the quarter ending in July of 2011. With 165 countries receiving over 1 million impressionsmonthly, we are able to claim one of the broadest and most representative networks in the world. Exactspecifications are as follows:• Global Available Impressions during May - July, 2011: 113 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 165 countries with over 1 million impressions per month• Base Measure: Available Impressions• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices• Time Periods: QE April 2011 (February – April 2011), QE July2011 (May- July 2011)• Comparisons: QE April 2011 versus QE July 2011RepresentationInMobi 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 andAPP. 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 over5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact thedata.Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to amuch lesser extent than publishers.
EUROPE SUMMARYEuropean Regional Profile: QE July 2011 Mobile ad impressions grew by almost 20% through the quarter ending in July 2011, recording 11.5 billion impressions over the quarter. " Over 10% of total impressions served on InMobi network globally, are now served in Europe. Smartphone growth is pacing the regional growth, gaining over 1.7 billion impressions over the quarter. " Smartphones now represent 2 of every 3 ads in Europe and recorded 30.8% growth compared to the quarter ending April. Available Impression Volume & Composition Global Ads within native applications QE April 2011 QE July 2011 % Chg Development Index grew at a faster pace than mobile Total 9,607,024,177 11,499,920,447 19.7% n/a web ad impressions.Smartphone 5,579,219,228 7,295,913,548 30.8% 140 " During QE July, in-application impressionsAdvanced 4,027,804,949 4,204,006,899 4.4% 61 grew by 27.8%, indexing one and a halfMobile Web 7,245,730,811 8,481,038,942 17.0% 89 times of their global share. App 2,361,293,366 3,018,881,505 27.8% 150 www.inmobi.com Source: InMobi Mobile Insights – Network Research, QE July 2011
EUROPE Europe OS Share: Quarter Ending July 2011 Available Impressions Global Android OS Impressions % Share Pt. Chg Development Index 27% iPhone OS Android 3,078,121,079 26.8% -2.1 161 37% Symbian OS iPhone OS 1,956,335,749 17.0% -1.6 129 Symbian OS 1,397,303,052 12.2% -0.6 64 Nokia OS Nokia OS 822,968,641 7.2% -0.7 37 Others 17% Others 4,245,191.926 36.9% +5.1 n/a 7% 12% Android and iPhone OS remain the top 2 mobile ad operating systems across Europe, collectively holding 44% share. " Android, the top OS for the consecutive period, gained just over 300 million impressions, while iOS gained 167 million impressions. " The top three OS platforms (Android, iPhone OS and Symbian) represent 3 out of every 5 ad impressions delivered in Europe.Note: RIM OS is not shown in this data due to known classiﬁca=on issues with RIM inventory. This issue is caused by RIM’s technical architecture and is consistent for all mobile adver=sing companies. Source: InMobi Mobile Insights – Network Research, QE July 2011
EUROPE Europe Manufacturer Share: Quarter Ending July 2011 Available Impressions Global Manufacturer Impressions % Share Pt Chg Development Samsung Index Samsung 2,134,979,613 18.6% -0.1 118 19% Nokia 24% Nokia 2,086,291,284 18.1% -0.7 47 Apple Apple 1,956,335,749 17.0% -1.6 129 HTC HTC 1,145,910,936 10.0% -4.3 1981% SonyEricsson SonyEricsson 670,581,996 5.8% -1.6 872% 18% 3% LG 399,474,330 3.5% -0.2 84 LG 6% Motorola 213,011,980 1.9% -0.8 62 Motorola Sony 121,322,140 1.1% -0.7 325 10% Sony 17% Others 2,772,012,417 24.1% +10.0 n/a Others Samsung remains the top manufacturer by ad impressions (18.6% share) slightly holding the lead ahead of Nokia (18.1% share). " Nokia considerably under-indexes in the Europe when compared to its global impression share. " All the major manufactures lost share, HTC lost the most market share among all (4.3 share points). " Devices from 5 manufacturers (Samsung, Nokia, Apple, HTC and SonyEricsson) in Europe represent 70% of all mobile ads in the region. Note: RIM OS is not shown in this data due to known classiﬁca=on issues with RIM inventory. This issue is caused by RIM’s technical architecture and is consistent for all mobile adver=sing companies. Source: InMobi Mobile Insights – Network Research, QE July 2011
EUROPEEurope Handset and Connected Device Detail: Quarter Ending July 2011 Global Handset Impressions % Share Pt Chg Development Index Apple iPhone 1,324,580,242 11.5% -0.9 135 Samsung GT-I9000 522,709,807 4.5% -1.3 422 HTC Desire 397,789,836 3.5% -2.7 533 Apple iPod 391,894,744 3.4% -1.7 97 Apple iPad 239,860,763 2.1% +1.0 178 Nokia 6300 183,489,525 1.6% -0.4 76 Samsung GT-I9100 131,837,182 1.1% +1.1 553 HTC Desire HD 131,692,577 1.1% -2.9 186 Samsung GT-S5230 125,131,140 1.1% +0.2 4213 of the top 10 devices in the European mobile landscape by ad impressions are Appledevices, controlling 17% of impressions. The iPhone remains the #1 device in theregion." The Apple iPad represents 2.1% of all ads across the region, highlighting the popularity of the tablet device. Source: InMobi Mobile Insights – Network Research, QE July 2011
EUROPE Europe Summary: Quarter Ending July 2011 Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions QE April 2011 QE July 2011 % Chg QE April 2011 QE July 2011 Pt. Chg Total 9,607,024,177 11,499,920,447 19.7% Samsung 18.7% 18.6% -0.1Smartphone 5,579,219,228 7,295,913,548 30.8% Nokia 18.9% 18.1% -0.7Advanced 4,027,804,949 4,204,006,899 4.4% Apple 18.6% 17.0% -1.6Mobile Web 7,245,730,811 8,481,038,942 17.0% HTC 14.2% 10.0% -4.3 App 2,361,293,366 3,018,881,505 27.8% SonyEricsson 7.4% 5.8% -1.6 Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions Impressions QE April 2011 QE July 2011 Pt. Chg QE July 2011 Pt. Chg United Kingdom 22.1% +4.5 Android 28.9% 26.8% -2.1 Germany 10.8% -2.1 iPhone OS 18.6% 17.0% -1.6 Spain 8.8% +1.9 -0.3 Symbian OS 12.8% 12.2% -0.6 Turkey 6.5% Netherlands 6.3% +1.1 France 6.0% +0.2 " The InMobi Europe network remains strong, growing Romania 5.9% +0.0 Poland 3.2% -0.9 by 19.7% over the last 3 months. Italy 3.1% -0.1 Sweden 2.4% -0.9 " UK registered the highest growth in mobile ad Russian Federation 2.2% -0.6 market in Europe, gaining +4.5 share points of Albania 2.1% -0.7 regional ad share. Greece 1.9% +0.6 Belgium 1.5% -0.6 " Android, the most popular mobile OS in Europe, Serbia 1.4% -0.5 controls just over a quarter of total impressions. Switzerland 1.3% -0.6 Hungary 1.3% +0.5 Source: InMobi Mobile Insights – Network Research, QE July 2011
MEASURES AND TERM DEFINITIONSMeasures: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 specifiedregion 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 OSunder 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 timeperiods.Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, PalmOS, 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 to a user that accesses the internet through a browser on a mobile device. This includes WAP basedaccess.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 cellularcompany 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 andprovides 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.
NEXT STEPSThis data is part of a series of network reports that are released monthly.Additional regions and markets will be released throughout the quarter.Release ScheduleOnce a quarter InMobi will release a full data report which will include global, regional and countrydata views. The next full release is planned for mid October. Monthly data updates including keyinformation 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 onkey markets across regions on a monthly basis. These releases will shed light on emerging trendsand unique developments specific to those key markets.Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, andparticipate. We will be sure to consider and update the research based on feedback and questionsto improve the quality for all end users.To join our monthly research mailing list, contact us at Research@InMobi.comTo download the full reports, visit us at www.InMobi.com/research