A GLOBAL VIEW OF MOBILE ADVERTISING:
Asia 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.

ASIA SUMMARY
Asia 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 App
Advanced 42,603,860,375 51,097,228,186 19.9% 135
impressions will likely continue to grow
Mobile 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 57
1%
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

ASIA
Asia Manufacturer Share: Q3 2011
Available Impressions Global
1%
1%
1%
Manufacturer Impressions % Share Pt. Chg Development
3%
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

ASIA
Asia 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% -0.1 119
Although Apple’s total share declined slightly, the iPhone 4 delivered the most
impressions 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% -3.4
Smartphone 12,941,942,984 18,370,821,882 41.9% Samsung 16.9% 20.6% +3.7
Advanced 42,603,860,375 51,097,228,186 19.9% SonyEricsson 10.4% 8.1% -2.3
Mobile 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 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