1.
A GLOBAL VIEW OF MOBILE ADVERTISING:
Europe 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.
EUROPE SUMMARY
Europe Regional Profile: Q3 2011 Q3 showed continued mobile ad
growth in Europe on the InMobi
network.
" InMobi now serves over 15.5 billion
impressions per quarter in Europe.
Mobile ad growth is entirely driven
by smartphones, which grew by
75.8% in Q3.
" Smartphones gained over 4.8 billion
impressions over the last quarter and now
represent 72% of all mobile ads in the
region. With nearly 7 of 10 ads on
Smartphones in Europe, brands have the
opportunity to market effectively through this
mass-reach medium.
Available Impression Volume & Composition
Global Samsung passes Nokia and Apple
Q2 2011 Q3 2011 % Chg Development
Index to become the #1 device
Total 10,631,601,793 15,520,493,355 46.0% n/a
manufacturer by mobile ads in
Smartphone 6,413,673,369 11,273,971,271 75.8% 142
Advanced 4,217,928,424 4,246,522,084 0.7% 50
Europe.
Mobile Web 8,000,976,434 10,440,484,209 30.5% 85
" After a strong Q3, the Android platform
App 2,630,625,359 5,080,009,146 93.1% 156 delivers 33% of mobile ads in Europe.
Source: InMobi Mobile Insights – Network Research, Q3 2011

5.
EUROPE
Europe OS Share: Q3 2011
Available Impressions
Global
Android OS Impressions % Share Pt. Chg Development
Index
33%
iPhone OS Android 5,120,359,997 33.0% +7.8 147
36%
Symbian OS iPhone OS 2,316,876,617 14.9% -4.8 136
Symbian OS 1,536,220,208 9.9% -2.9 56
Nokia OS
Nokia OS 904,316,977 5.8% -1.7 32
Others
Others 5,642,719,556 36.4% +1.6 n/a
6%
15%
10%
Android continues to grow and remains the top mobile platform in the region, with an
increase of 7.8 share points in Q3. iPhone OS and Symbian lost share in Q3.
" In Q4 2010 and Q1 2011 Android growth far outpaced the market; this trend reversed in Q2, partially because of the strength
of the Apple iPad. In Q3 Android growth continued.
" Android and iPhone OS combined represent almost half of ad impressions delivered in Europe.
Source: InMobi Mobile Insights – Network Research, Q3 2011

6.
EUROPE
Europe Manufacturer Share: Q3 2011
Available Impressions Global
Manufacturer Impressions % Share Pt. Chg Development
Index
Samsung Samsung 3,261,277,052 21.0% +3.2 117
21%
Nokia Nokia 2,325,210,178 15.0% -3.9 42
29%
Apple
Apple 2,316,876,617 14.9% -4.8 136
HTC
HTC 1,651,407,634 10.6% +0.3 180
SonyEricsson
SonyEricsson 788,283,082 5.1% -0.8 89
LG
15%
LG 487,715,717 3.1% -0.5 76
Motorola
1%
Others Motorola 183,900,732 1.2% -1.0 45
3%
5%
Others 4,505,822,343 29.0% +7.6 n/a
11%
15%
Samsung became the #1 mobile phone manufacturer by share of ad impressions in Q3.
" Samsung gained 3.2 share points while Nokia and Apple lost 3.9 and 4.8 points, respectively.
" Devices from the top three manufacturers (Samsung, Nokia and Apple) in Europe represent 50% of all mobile ads in the
region.
Source: InMobi Mobile Insights – Network Research, Q3 2011

7.
EUROPE
Europe Handset and Connected Device Detail: Q3 2011
Global
Handset Impressions % Share Pt. Chg Development
Index
Apple iPhone 4 1,112,059,797 7.2% +0.2 174
Samsung GT-I9000 759,629,959 4.9% +0.1 412
HTC Desire S 473,919,160 3.1% +3.1 325
Samsung GT-I9100 418,257,477 2.7% +2.2 376
Apple iPad I 401,690,652 2.6% +0.4 187
HTC Desire 335,822,853 2.2% -2.1 454
Apple iPod Generation IV 317,757,528 2.0% +0.1 140
Samsung GT-S5830 279,166,617 1.8% +1.8 363
HTC Wildfire 268,890,880 1.7% +1.4 556
HTC 001HT 266,835,741 1.7% +1.7 127
SonyEricsson E15i 195,350,043 1.3% +0.9 349
Nokia 6300 188,340,463 1.2% -0.4 67
Nokia X6 167,199,821 1.1% +0.6 180
3 of the top 7 devices in the European mobile ecosystem by ad impression are Apple
devices. The iPhone remains the #1 device in the region.
" All the top ten devices over-index considerably, demonstrating the unique composition of smartphone devices in the Europe
mobile landscape.
Source: InMobi Mobile Insights – Network Research, Q3 2011

8.
EUROPE
Europe 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 10,631,601,793 15,520,493,355 46.0% Samsung 17.8% 21.0% +3.2
Smartphone 6,413,673,369 11,273,971,271 75.8% Nokia 18.9% 15.0% -3.9
Advanced 4,217,928,424 4,246,522,084 0.7% Apple 19.7% 14.9% -4.8
Mobile Web 8,000,976,434 10,440,484,209 30.5% HTC 10.4% 10.6% +0.3
App 2,630,625,359 5,080,009,146 93.1% SonyEricsson 5.9% 5.1% -0.8
Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions
Impressions
Q2 2011 Q3 2011 % Chg
Q3 2011 Pt. Chg
Android 25.2% 33.0% +7.8
United Kingdom 23.3% +2.6
Spain 11.1% +3.2 iPhone OS 19.7% 14.9% -4.8
Netherlands 8.5% +3.0 Symbian OS 12.8% 9.9% -2.9
France 7.6% +2.1
Germany 7.6% -4.6
Turkey 6.3% +0.1
" The InMobi Europe network remains healthy, with 46% growth over the past three months.
" Spain was fastest growing mobile ad market in Europe, gaining 3.2 share points of regional ad
share.
" Samsung became the #1 manufacturer in Europe by ad impressions.
" Android, the most popular mobile OS in Europe, delivered one third of total impressions.
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