1.
A GLOBAL VIEW OF MOBILE ADVERTISING:
North America Regional Summary
Quarter Ending July 2011
InMobi Mobile Insights - Network Data
Release date: August 17, 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 quarter ending in July of 2011, we served 113 billion
impressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000
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 has moved 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 113 billion
impressions in the quarter ending in July of 2011. With 165 countries receiving over 1 million impressions
monthly, we are able to claim one of the broadest and most representative networks in the world. Exact
specifications are as follows:
• Global Available Impressions during May - July, 2011: 113 billion
• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America
• Countries Represented: 165 countries with over 1 million impressions per month
• Base Measure: Available Impressions
• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices
• Time Periods: QE April 2011 (February – April 2011), QE July2011 (May- July 2011)
• Comparisons: QE April 2011 versus QE July 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 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.
NORTH AMERICA SUMMARY
North America ad impression growth
of 35% outpaces Global ad growth
of 22% in the quarter ending July
2011 across the InMobi network.
" InMobi now serves over 20.8 billion impressions
per quarter in North America. The volume of
mobile impressions in North America signifies the
reach mobile devices can offer local, regional
and global brands.
Mobile ad growth was mostly driven
by smartphones, which grew by
42.6% versus a 13.4% growth
among advanced phone ad
impressions in QE July.
" Smartphones gained over 4.8 billion impressions
over the last quarter and now represent 78% of
all mobile ads in the region. With nearly 4 of 5
ads on smartphones in North America, brands
Available Impression Volume & Composition have ample opportunity to market effectively
Global through this mass-reach medium.
QE April 2011 QE July 2011 % Chg Development
Index 50% of ads in North America are
15,466,851,895 20,878,864,162 35.0% n/a
Total
now in a native mobile application.
Smartphone 11,461,253,994 16,338,381,570 42.6% 164
Advanced 4,005,597,901 4,540,482,592 13.4% 37 " In-App impressions grew by 40% over the quarter
to match the share of Mobile Web impressions in
Mobile Web 8,008,706,372 10,429,870,433 30.2% 61
North America. Total impressions are equally
App 7,458,145,523 10,448,993,729 40.1% 286 distributed across both the Mobile Web and
Native Applications.
Source: InMobi Mobile Insights – Network Research, QE July 2011

5.
NORTH AMERICA
North America OS Share: Quarter Ending July 2011
Available Impressions
Global
11%
Android OS Impressions % Share Pt Chg Development
Index
5%
iPhone OS
Android 7,331,533,235 35.1% +1.0 212
35%
RIM OS
7%
iPhone OS 5,407,047,476 25.9% -2.4 196
Symbian OS
RIM OS 3,244,071,664 15.5% +2.9 208
Nokia OS
16%
Symbian OS 1,493,222,146 7.2% +0.4 38
Others
Nokia OS 1,142,967,655 5.5% +1.6 28
Others 2,260,021,986 11.0% -3.5 n/a
26%
Android remains the top mobile platform in the region by ad impressions and gained 2
billion impressions during the quarter ending in July 2011, while, iPhone OS gained 1
billion impressions.
" Three fourths of all North America ad impressions are delivered across the top three – Android, iPhone OS, and RIM
operating systems.
" Nokia and Symbian OS which are top two global mobile platforms based on ad share, index extremely low in North America
with global development indices of 28 and 38 respectively.
Source: InMobi Mobile Insights – Network Research, QE July 2011

6.
NORTH AMERICA
North America Manufacturer Share: Quarter Ending July 2011
Available Impressions Global
2%
2%
Manufacturer Impressions % Share Pt Chg Development
6%
Apple Index
RIM Apple 5,407,047,476 25.9% -2.4 196
7%
26%
Nokia RIM 3,244,071,664 15.5% +2.9 208
HTC
Samsung Nokia 2,554,165,736 12.2% +2.5 32
8%
Motorola HTC 2,516,597,105 12.1% -0.1 240
LG
Huawei Samsung 1,954,824,623 9.4% -1.8 60
9%
SonyEricsson Motorola 1,744,151,418 8.4% -2.0 279
16%
Others
LG 1,475,092,245 7.1% +1.0 171
12%
Huawei 479,518,453 2.3% +0.0 281
12%
SonyEricsson 328,756,724 1.6% -0.3 24
Others 1,174,638,719 5.6% +0.2 n/a
Apple lost -2.4 share points in QE July 2011, regardless, Apple leads the next
manufacturer, RIM, by 10.4 share points.
" Among the top five manufacturers in North America, only RIM and Nokia managed to gain share during the QE July 2011.
(RIM: +2.9 and Nokia: +2.5 share points)
" Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola considerably over-
index in North America when compared with their global share.
Source: InMobi Mobile Insights – Network Research, QE July 2011

7.
NORTH AMERICA
North America Handset and Connected Device Detail: Quarter Ending July 2011
Global
Handset Impressions % Share Pt Chg Development
Index
Apple iPhone 2,774,450,081 13.3% -1.5 156
Apple iPod 2,244,239,217 10.7% -1.1 307
RIM BlackBerry 8520 987,057,968 4.7% +1.2 165
HTC PC36100 493,670,976 2.4% -1.4 428
RIM BlackBerry 9800 489,637,016 2.3% +1.7 260
HTC ADR6300 477,022,576 2.3% -0.1 434
Motorola DroidX 451,190,615 2.2% -0.8 426
Huawei M860 395,995,684 1.9% -0.0 434
Apple iPad 388,358,177 1.9% +0.2 159
LG LS670 375,052,141 1.8% -0.0 437
RIM BlackBerry 9700 334,670,030 1.6% +0.2 173
Motorola Droid 2 330,336,099 1.6% -0.2 427
RIM BlackBerry 9300 319,478,672 1.5% +0.8 175
HTC Desire HD 286,679,324 1.4% +0.6 224
Motorola Droid 274,514,868 1.3% -0.3 428
While both the top two Apple devices lost market share, these devices continue to
over-index in the NA when compared with their global share.
" All the top ten devices over-index considerably compared to their global share, underling the unique composition of
smartphone devices in the North America mobile eco-system and thus the magnitude of rich-mobile advertising opportunity.
Source: InMobi Mobile Insights – Network Research, QE July 2011

8.
NORTH AMERICA
North America Summary: Quarter Ending July 2011
Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions
QE April 2011 QE July 2011 % Chg QE April 2011 QE July 2011 Pt. Chg
Total 15,466,851,895 20,878,864,162 35.0% Apple 28.3% 25.9% -2.4
Smartphone 11,461,253,994 16,338,381,570 42.6% RIM 12.6% 15.5% +2.9
Advanced 4,005,597,901 4,540,482,592 13.4% Nokia 9.7% 12.2% +2.5
Mobile Web 8,008,706,372 10,429,870,433 30.2% HTC 12.2% 12.1% -0.1
App 7,458,145,523 10,448,993,729 40.1% Samsung 11.2% 9.4% -1.8
Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions
Impressions
QE April 2011 QE July 2011 Pt. Chg
QE July 2011 Pt. Chg
Android 34.1% 35.1% +1.0
USA 73.3% -4.3
Canada 12.5% +2.7 iPhone OS 28.3% 25.9% -2.4
Mexico 12.4% +1.6 RIM OS 12.6% 15.5% +2.9
" InMobi North America network grew by 35% impressions during QE July 2011, mostly driven by
smartphones.
" Within the region, Canada and Mexico mobile ad growth was faster than in the USA.
" Among the top three operating systems, Android gained 1.0 share point and RIM gained 2.9
share points.
Source: InMobi Mobile Insights – Network Research, QE July 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 to a user that accesses the internet through a browser on a mobile device. This includes WAP based
access.
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 October. 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 releases 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