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A GLOBAL VIEW OF MOBILE ADVERTISING:
     Middle East Regional Summary Q3 2011

              InMobi Mobile Insights - Network Data

                  Release date: October 25th, 2011
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
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.
MIDDLE EAST SUMMARY
Middle East Regional Profile: Q3 2011
                                                                                     Middle East mobile impressions
                                                                                     grew by 38.3% over the past
                                                                                     quarter on the InMobi network.
                                                                                     "   InMobi now serves over 5.4 billion
                                                                                         impressions per quarter in the Middle East.
                                                                                         The volume of mobile impressions in the
                                                                                         Middle East signifies the reach mobile
                                                                                         devices can offer local, regional and global
                                                                                         brands.

                                                                                     Mobile ad growth is mostly driven
                                                                                     by smartphones.
                                                                                     "   Smartphone impressions outnumber
                                                                                         advanced phone impressions by more than
                                                                                         2-to-1, and grew at a faster rate.
               Available Impression Volume & Composition
                                                                  Global
               Q2 2011           Q3 2011            % Chg       Development          Over 3 quarters of ads were
                                                                   Index
                                                                                     delivered via mobile web.
   Total     3,910,416,210    5,407,976,018         38.3%           n/a
Smartphone   2,547,997,831    3,796,059,456         49.0%            134             "   While app impressions continue to grow,
Advanced     1,362,418,379    1,611,916,562         18.3%            60                  mobile web impressions are driving growth
Mobile Web   2,820,348,353    4,067,687,298         44.2%            95
   App       1,090,067,857    1,340,288,720         23.0%            118



                                           Source: InMobi Mobile Insights – Network Research, Q3 2011
MIDDLE EAST
       Middle East OS Share: Q3 2011

                 Available Impressions
                                                                                                                               Global
                     7%	
                   Symbian OS                    OS              Impressions     % Share   Pt. Chg Development
            7%	
                                                                                                               Index
                                            iPhone OS
                                                                     Symbian OS           2,217,600,715   41.0%      +2.5      233
 10%	
                           41%	
      Android
                                                                      iPhone OS           1,114,162,926   20.6%      -9.8      187
                                            RIM OS
                                                                        Android            769,935,929    14.2%      +8.5       63
                                            Nokia OS
  14%	
                                                                RIM OS              521,370,476     9.6%      +3.3      101
                                            Others
                                                                       Nokia OS            402,098,848     7.4%      -1.7       41
                                                                        Others             382,807,124     7.1%      -2.8       n/a
                       21%	
  




iPhone OS impressions fell by almost 10 points, while Android impressions increased
by 8.5 points.
"  Symbian OS remains the top platform with a 2.5 point increase since Q2.

"  Android impressions are still low compared to the global index.




                                           Source: InMobi Mobile Insights – Network Research, Q3 2011
MIDDLE EAST
Middle East Manufacturer Share: Q3 2011

                          Available Impressions                                                                                      Global
                                                                          Manufacturer         Impressions    % Share   Pt. Chg   Development
                2%	
        2%	
                                                                                                     Index
                                               Nokia                          Nokia           2,602,177,411   48.1%      +0.8         135
                 4%	
  
                                               Apple                          Apple           1,114,162,926   20.6%      -9.8         187
      10%	
                                                                                    683,124,831               +6.3
                                               Samsung                      Samsung                           12.6%                   71

                                               RIM                             RIM             521,370,476     9.6%      +3.3         101
                                     48%	
  
 13%	
                                         SonyEricsson               SonyEricsson         238,581,754     4.4%      -1.2         78
                                               HTC                             HTC             121,192,068     2.2%      +0.8         38
                                               Others                         Others           127,366,551     2.4%      -0.2         n/a


           21%	
  




 Apple fell by 9.8 share points in Q3, increasing the gap with Nokia, the top
 manufacturer in the region by ad impressions.
 "  Samsung and RIM posted modest increases.




                                               Source: InMobi Mobile Insights – Network Research, Q3 2011
MIDDLE EAST
Middle East Handset and Connected Device Detail: Q3 2011

                                                                                                                Global
                          Handset                        Impressions              % Share          Pt. Chg   Development
                                                                                                                Index
                       Apple iPhone 4                    354,618,882                6.6%             +0.8        159
                      Apple iPhone 3G                    346,222,093                6.4%             +2.2        849
                     Samsung GT-I9000                    219,341,895                4.1%             +1.3        342
                         Nokia E63                       209,261,777                3.9%             +0.5        350
                  Apple iPod Generation IV               191,712,376                3.5%             +0.8        243
                         Nokia E71                       171,666,580                3.2%             +0.2        493
                         Nokia N73                       161,706,306                3.0%             -0.1        237
                         Apple iPad I                    154,235,665                2.9%             +0.4        207
                    RIM BlackBerry 8520                  152,786,478                2.8%             +0.4        95
                     Samsung GT-P1000                    152,502,475                2.8%             +2.8        273
                        Nokia E5-00                      148,618,772                2.7%             +0.8        992
                         Nokia 6300                      131,662,097                2.4%             -1.0        135
                        Nokia 5800d                      128,348,555                2.4%             +0.5        384
                        Nokia 6120c                      119,506,862                2.2%             -0.2        273
                         Nokia E72                       118,490,436                2.2%             +0.4        824




The Apple iPhone 4 and iPhone 3G are the top handsets in the region by share of
impressions.
"  iPhone 3G impressions in particular over-index in the Middle East.




                                             Source: InMobi Mobile Insights – Network Research, Q3 2011
MIDDLE EAST
           Middle East Summary: Q3 2011
                                                                                        Top 5 Manufacturers: % Share of Available Impressions
               Available Impression Volume & Composition
                                                                                                         Q2 2011             Q3 2011        Pt. Chg
                      Q2 2011              Q3 2011              % Chg
                                                                                       Nokia               47.3%             48.1%            +0.8
   Total           3,910,416,210        5,407,976,018           38.3%
                                                                                       Apple               30.4%             20.6%            -9.8
Smartphone         2,547,997,831        3,796,059,456           49.0%
                                                                                      Samsung               6.4%             12.6%            +6.3
Advanced           1,362,418,379        1,611,916,562           18.3%
                                                                                        RIM                 6.3%              9.6%            +3.3
Mobile Web         2,820,348,353        4,067,687,298           44.2%
                                                                                   SonyEricsson             5.6%              4.4%            -1.2
   App             1,090,067,857        1,340,288,720           23.0%

            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
                                                                                    Symbian OS             38.5%             41.0%            +2.5
             Saudi Arabia              44.4%            +2.7
                 UAE                  13.6%             +0.9                         iPhone OS             30.4%             20.6%            -9.8
                 Iran                 11.9%             -2.8                          Android               5.7%             14.2%            +8.5




      "   InMobi’s Middle East network grew by 38.3% impressions into Q3, mostly driven by
          Smartphones.
      "   Within the region, impressions in Saudi Arabia grew the most.
      "   Apple iOS share of impressions fell while Android share increased.




                                              Source: InMobi Mobile Insights – Network Research, Q3 2011
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.
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

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Q3 2011 - Middle East Report

  • 1. A GLOBAL VIEW OF MOBILE ADVERTISING: Middle East 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. MIDDLE EAST SUMMARY Middle East Regional Profile: Q3 2011 Middle East mobile impressions grew by 38.3% over the past quarter on the InMobi network. "   InMobi now serves over 5.4 billion impressions per quarter in the Middle East. The volume of mobile impressions in the Middle East signifies the reach mobile devices can offer local, regional and global brands. Mobile ad growth is mostly driven by smartphones. "   Smartphone impressions outnumber advanced phone impressions by more than 2-to-1, and grew at a faster rate. Available Impression Volume & Composition Global Q2 2011 Q3 2011 % Chg Development Over 3 quarters of ads were Index delivered via mobile web. Total 3,910,416,210 5,407,976,018 38.3% n/a Smartphone 2,547,997,831 3,796,059,456 49.0% 134 "   While app impressions continue to grow, Advanced 1,362,418,379 1,611,916,562 18.3% 60 mobile web impressions are driving growth Mobile Web 2,820,348,353 4,067,687,298 44.2% 95 App 1,090,067,857 1,340,288,720 23.0% 118 Source: InMobi Mobile Insights – Network Research, Q3 2011
  • 5. MIDDLE EAST Middle East OS Share: Q3 2011 Available Impressions Global 7%   Symbian OS OS Impressions % Share Pt. Chg Development 7%   Index iPhone OS Symbian OS 2,217,600,715 41.0% +2.5 233 10%   41%   Android iPhone OS 1,114,162,926 20.6% -9.8 187 RIM OS Android 769,935,929 14.2% +8.5 63 Nokia OS 14%   RIM OS 521,370,476 9.6% +3.3 101 Others Nokia OS 402,098,848 7.4% -1.7 41 Others 382,807,124 7.1% -2.8 n/a 21%   iPhone OS impressions fell by almost 10 points, while Android impressions increased by 8.5 points. "  Symbian OS remains the top platform with a 2.5 point increase since Q2. "  Android impressions are still low compared to the global index. Source: InMobi Mobile Insights – Network Research, Q3 2011
  • 6. MIDDLE EAST Middle East Manufacturer Share: Q3 2011 Available Impressions Global Manufacturer Impressions % Share Pt. Chg Development 2%   2%   Index Nokia Nokia 2,602,177,411 48.1% +0.8 135 4%   Apple Apple 1,114,162,926 20.6% -9.8 187 10%   683,124,831 +6.3 Samsung Samsung 12.6% 71 RIM RIM 521,370,476 9.6% +3.3 101 48%   13%   SonyEricsson SonyEricsson 238,581,754 4.4% -1.2 78 HTC HTC 121,192,068 2.2% +0.8 38 Others Others 127,366,551 2.4% -0.2 n/a 21%   Apple fell by 9.8 share points in Q3, increasing the gap with Nokia, the top manufacturer in the region by ad impressions. "  Samsung and RIM posted modest increases. Source: InMobi Mobile Insights – Network Research, Q3 2011
  • 7. MIDDLE EAST Middle East Handset and Connected Device Detail: Q3 2011 Global Handset Impressions % Share Pt. Chg Development Index Apple iPhone 4 354,618,882 6.6% +0.8 159 Apple iPhone 3G 346,222,093 6.4% +2.2 849 Samsung GT-I9000 219,341,895 4.1% +1.3 342 Nokia E63 209,261,777 3.9% +0.5 350 Apple iPod Generation IV 191,712,376 3.5% +0.8 243 Nokia E71 171,666,580 3.2% +0.2 493 Nokia N73 161,706,306 3.0% -0.1 237 Apple iPad I 154,235,665 2.9% +0.4 207 RIM BlackBerry 8520 152,786,478 2.8% +0.4 95 Samsung GT-P1000 152,502,475 2.8% +2.8 273 Nokia E5-00 148,618,772 2.7% +0.8 992 Nokia 6300 131,662,097 2.4% -1.0 135 Nokia 5800d 128,348,555 2.4% +0.5 384 Nokia 6120c 119,506,862 2.2% -0.2 273 Nokia E72 118,490,436 2.2% +0.4 824 The Apple iPhone 4 and iPhone 3G are the top handsets in the region by share of impressions. "  iPhone 3G impressions in particular over-index in the Middle East. Source: InMobi Mobile Insights – Network Research, Q3 2011
  • 8. MIDDLE EAST Middle East Summary: Q3 2011 Top 5 Manufacturers: % Share of Available Impressions Available Impression Volume & Composition Q2 2011 Q3 2011 Pt. Chg Q2 2011 Q3 2011 % Chg Nokia 47.3% 48.1% +0.8 Total 3,910,416,210 5,407,976,018 38.3% Apple 30.4% 20.6% -9.8 Smartphone 2,547,997,831 3,796,059,456 49.0% Samsung 6.4% 12.6% +6.3 Advanced 1,362,418,379 1,611,916,562 18.3% RIM 6.3% 9.6% +3.3 Mobile Web 2,820,348,353 4,067,687,298 44.2% SonyEricsson 5.6% 4.4% -1.2 App 1,090,067,857 1,340,288,720 23.0% 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 Symbian OS 38.5% 41.0% +2.5 Saudi Arabia 44.4% +2.7 UAE 13.6% +0.9 iPhone OS 30.4% 20.6% -9.8 Iran 11.9% -2.8 Android 5.7% 14.2% +8.5 "   InMobi’s Middle East network grew by 38.3% impressions into Q3, mostly driven by Smartphones. "   Within the region, impressions in Saudi Arabia grew the most. "   Apple iOS share of impressions fell while Android share increased. 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