A GLOBAL VIEW OF MOBILE ADVERTISING: Asia Regional Summary Q3 2011 InMobi Mobile Insights - Network Data Release date: October 25th, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and abroad, independent market footprint, InMobi is well positioned to provide an 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 is moving 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 138.4 billionimpressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions inSeptember, we are able to claim one of the broadest and most representative networks in the world. Exactspecifications 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 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 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 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.
ASIA SUMMARYAsia Regional Profile: Q3 2011 Asia mobile impressions grew by 25% over the past quarter on the InMobi network. " InMobi now serves over 69.5 billion impressions per quarter in Asia. The volume of mobile impressions in Asia signifies the reach mobile devices can offer local, regional and global brands. Mobile ad growth is driven by both Smartphones and Advanced phones. " The majority of impressions in this market Available Impression Volume & Composition are still delivered via Advanced phones. Global Q2 2011 Q3 2011 % Chg Development App impressions more than Index Total 55,545,803,359 69,468,050,068 25.1% n/a doubled in Q3.Smartphone 12,941,942,984 18,370,821,882 41.9% 70 " With increased Smartphone adoption AppAdvanced 42,603,860,375 51,097,228,186 19.9% 135 impressions will likely continue to growMobile Web 51,921,575,696 61,722,250,477 18.9% 112 quickly. App 3,624,227,663 7,745,799,591 113.7% 53 Source: InMobi Mobile Insights – Network Research, Q3 2011
ASIA Asia OS Share: Q3 2011 Available Impressions Global Nokia OS OS Impressions % Share Pt. Chg Development Index 25% Symbian OS 29% Nokia OS 17,313,288,266 24.9% -2.2 137 Android Symbian OS 15,394,331,395 22.2% -1.1 126 iPhone OS Android 11,544,969,194 16.6% +7.5 74 RIM OS iPhone OS 4,374,167,713 6.3% -2.7 571% 6% Others 22% RIM OS 953,434,483 1.4% +0.5 14 Others 19,887,859,017 29% -1.9 n/a 17% Android impressions grew by 7.5 points this quarter, while iPhone OS impressions fell. " Nokia remains the largest platform by number of impressions. Source: InMobi Mobile Insights – Network Research, Q3 2011
ASIAAsia Manufacturer Share: Q3 2011 Available Impressions Global 1% 1% 1% Manufacturer Impressions % Share Pt. Chg Development3% 2% 6% Nokia Index Samsung Nokia 32,914,688,286 47.4% -3.4 132 3% SonyEricsson Apple Samsung 14,341,732,589 20.6% +3.7 115 HTC SonyEricsson 5,603,559,323 8.1% -2.3 142 6% LG 47% DoCoMo Apple 4,374,167,713 6.3% -2.7 57 RIM HTC 2,083,691,814 3.0% +1.1 51 8% Nexian Motorola LG 2,025,246,212 2.9% -0.0 71 Others DoCoMo 1,142,701,777 1.6% +1.3 116 21% RIM 953,434,483 1.4% +0.5 14 Nexian 791,918,259 1.1% +0.1 229 Motorola 726,984,844 1.0% -0.0 40 Others 4,509,924,769 6.5% +1.8 n/a While Nokia impressions declined slightly this quarter, they still make up almost half of mobile ad impressions in Asia. Source: InMobi Mobile Insights – Network Research, Q3 2011
ASIAAsia Handset and Connected Device Detail: Q3 2011 Global Handset Impressions % Share Pt. Chg Development Index Apple iPhone 4 2,289,123,772 3.3% +0.8 80 Nokia 5233 2,178,901,734 3.1% +0.7 184 Nokia 3110c 1,895,174,786 2.7% -0.6 179 Samsung GT-C3303 1,494,870,227 2.2% +0.4 213 Nokia C1-01 1,494,540,147 2.2% +0.8 170 Nokia 6300 1,452,414,383 2.1% -0.3 116 Nokia N73 1,190,814,533 1.7% -0.3 136 Nokia N70 1,186,494,885 1.7% -0.4 147 Nokia E63 992,788,619 1.4% -0.2 129 Nokia C3-00 969,275,849 1.4% -0.1 104 Nokia N2700 Classic 883,925,461 1.3% -0.0 138 Samsung GT-C3200 883,270,324 1.3% +0.1 223 Nokia X2-01 872,635,281 1.3% +1.3 147 Nokia 7210 827,195,917 1.2% -0.2 204 Nokia 5130 743,332,219 1.1% -0.1 119Although Apple’s total share declined slightly, the iPhone 4 delivered the mostimpressions in the region. Source: InMobi Mobile Insights – Network Research, Q3 2011
ASIA Asia 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 55,545,803,359 69,468,050,068 25.1% Nokia 50.8% 47.4% -3.4Smartphone 12,941,942,984 18,370,821,882 41.9% Samsung 16.9% 20.6% +3.7Advanced 42,603,860,375 51,097,228,186 19.9% SonyEricsson 10.4% 8.1% -2.3Mobile Web 51,921,575,696 61,722,250,477 18.9% Apple 9.0% 6.3% -2.7 App 3,624,227,663 7,745,799,591 113.7% HTC 1.9% 3.0% +1.1 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 27.1% 24.9% -2.2 India 47.0% +3.3 Indonesia 18.8% -4.4 Symbian OS 23.3% 22.2% -1.1 Vietnam 6.6% -2.2 Android 9.2% 16.6% +7.5 Japan 6.4% +0.9 China 3.2% +1.2 Bangladesh 3.1% +0.2 " InMobi’s Asia network grew by 25.1% in Q3, driven by Smartphones and Advanced Phones. " Android impressions increased by 7.5 points, widening the gap with Apple OS. Source: InMobi Mobile Insights – Network Research, Q3 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 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 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 January. Infographics with monthly data will beavailable in November and December. Monthly data updates including key information by market willbe released via our mailing lists and website.While we move to a quarterly release schedule, we will still continue to release insightful data on keymarkets across regions on a monthly basis. These releases will shed light on emerging trends andunique 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