Provides a brief introduction to smart phones, their growth around the world, and how the hardware business is changing with the advent of new, less expensive devices, particularly in the developing world.

1. TAKE 5:
ALL ABOUT
SMARTPHONES

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All About
Smartphones
Smartphone
Defined
When people in America and Eu-
rope think of smartphones, devices
like the iPhone 6 come to mind.
These incredibly capable devices,
and other top-of-the-line phones
like the Samsung Galaxy S6, set
the standard for the most capable
phones in the world. But there are
dozens of smartphones available
these days, and many at pricepoints
that will likely surprise you.
Globally, smartphone penetration is growing rapidly, and is expected to
continue to do so, albeit at a slowing rate. As smartphone penetration
begins to max out in the developed world, countries like India, Brazil and
China are driving an increasing proportion of growth:
Smartphone
Penetration
The definition of a smartphone is a
cellular phone that includes a web
browser and has the ability to run
freestanding cellphone applications
or apps. Such phones often have
touch-sensitive screens, and run on
one of the several leading operating
systems:
ƒƒ iOS (from Apple)
ƒƒ Android (from Google)
ƒƒ Windows Phone
(from Microsoft/Nokia)
The leader in the space in terms of
the number of phones supported
is Android, followed by iOS. But
Windows Phone is slowly getting
traction, especially in the devel-
oping world where inexpensive
smartphones using the platform are
growing in penetration and popu-
larity.
Smartphone Users and Penetration Worldwide
(2013 - 2018)
Figures in Millions
51.7%
7.6%
10.4%12.6%
15.8%
25.0%32.4%
49.5%
46.4%
42.9%
38.4%
14.3%
1311.2
2013 2014 2015 2016 2017 2018
1914.6
1639
2155
2380
2561.8
Smartphone Users % of Mobile Phone Users
Source: eMarketer, Dec 2014
% Change

3. Smartphone
Pricing
Smartphones
and Mobile
Marketing
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81%
75% 73%
80%
52%
65%
51%
61%
58%
66%
58%
66%
43%
45%
20%
27%
Smartphone Penetration By Country
As A Share Of Total Mobile Population, 2014 Vs. 2015 (Estimated)
2014 2015E
Source: comScore,IAB, eMarketer, BI Intelligence Estimates
BI Intelligence published the following statistics and
estimates for smartphone penetrations in eight lead-
ing markets. The mix of developed and developing
countries will give you a sense of the growing domi-
nance of smartphones globally.
While top of the line smartphones routinely sell for more than $600, a growing number
of smartphones are priced far lower, and are accounting for most of the global growth. In
developing countries, there are dozens of models available at less than $200.
And in January of 2015, Nokia/Microsoft introduced a $29 smartphone. Additionally, Mo-
zilla has promised a phone this year for less than $25. So clearly the market is changing and
has changed markedly.
Mobile marketing was already going strong before the advent of smartphones. But smart-
phones have opened up a world of opportunities for consumer engagement, from display
and video advertising to branded apps. The majority of major brands are now availing
themselves of mobile marketing opps. That’s true for brands in both developing and devel-
oped markets.
US UK GE IT FR SP CH IN

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ABOUT TAKE 5
The Take 5 series is designed to help
senior marketers learn more about
data-driven customer marketing by
creating short educational pieces that
can be read and absorbed in less than
five minutes. The main content of each
Take 5 is 600 words or less to stay
focused and brief. The Take 5 series
will also be available as a collection
– a primer on data driven customer
marketing.
Visit
www.Apsalar.com/Resources
for more Take 5 content!
ABOUT APSALAR
Apsalar, the leader in mobile data management, helps direct marketing brands get
better marketing effectiveness by providing a mobile data management platform
that delivers a true understanding of customer behavior in apps and across other
marketing channels.
The Apsalar Mobile DMP enables brands to measure marketing effectiveness,
enhance, manage, enrich and segment profiles to build audiences, and easily and
safely connect to other marketing partners so brands can confidently share their
data and audiences.
APSALAR
ATTRIBUTION
APSALAR
AUDIENCES
APSALAR
DATASYNC
MOBILE DMP
Collect and measure in-app
consumer behavior and
marketing performance.
Measure every in-app action
relevent to your buinesss
Unite your first party data
from all sources, enrich it
with third party data, and
build high performance
marketing audiences
Easily and safely share
customer audiences and
data with your digital
marketing platforms,
including analytics,
marketing automation,
media companies and legacy
DMPs