Q3 2011 - Africa Report

A GLOBAL VIEW OF MOBILE ADVERTISING: Africa 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.

Contact Information

www.inmobi.com/research [email protected] Twitter: @inmobi

Beginning July 2011, InMobi is moving towards quarterly data views which will highlight broader industry trends and provide an overview of the

global mobile advertising market.

NETWORK DATA

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: 114 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

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.

Specifications

Representation

Available Impression Volume & Composition

Q2 2011 Q3 2011 % Chg Global

Development Index

Total 12,238,229,301 15,405,299,486 25.9% n/a Smartphone 1,915,598,390 2,658,001,592 38.8% 43 Advanced 10,322,630,911 12,747,297,894 23.5% 168

Mobile Web 12,182,801,767 15,289,194,509 25.5% 126

App 55,427,534 116,104,977 109.5% 4

AFRICA SUMMARY

Africa mobile impressions grew by 26% over the past quarter on the InMobi network. "   InMobi now serves over 15.4 billion

impressions per quarter in Africa. The volume of mobile impressions in Africa signifies the reach mobile devices can offer local, regional and global brands.

The majority of impressions in Africa are on Advanced phones, with a 23.5% growth rate this quarter. "   While Smartphones make up a smaller

percentage of impressions in this market, they have a faster growth rate than Advanced phones

Impressions on Apps more than doubled this quarter, but still make up a small percentage of total impressions. "   As Smartphone penetration increases App

impressions will likely increase in this market

Africa Regional Profile: Q3 2011

Source: InMobi Mobile Insights – Network Research, Q3 2011

AFRICA

The Nokia and Symbian platforms dominate the Africa market; the 3rd largest OS is RIM with 5% of impressions. "  Nokia and Symbian combined make up about 61% of impressions in this market.

"  Android and iPhone OS are still relatively small in this market due to low Smartphone penetration.

Africa OS Share: Q3 2011

Available Impressions

38%

24%

5% 2%

1%

31%

Nokia OS

Symbian OS

RIM OS

Android

iPhone OS

Others

OS Impressions % Share Pt. Chg Global

Development Index

Nokia OS 5,778,165,075 37.5% +0.1 206

Symbian OS 3,664,100,634 23.8% -0.6 135

RIM OS 780,553,970 5.1% +1.4 53

Android 253,427,774 1.6% +0.9 7

iPhone OS 178,427,370 1.2% +0.3 11

Others 4,750,624,663 31% -2.1 n/a


AFRICA Africa Manufacturer Share: Q3 2011

Available Impressions Manufacturer Impressions % Share Pt. Chg

Global Development

Index Nokia 9,419,142,057 61.1% -0.5 171

Samsung 2,873,570,619 18.7% -0.8 104

SonyEricsson 840,392,701 5.5% -0.5 96

RIM 780,553,970 5.1% +1.4 53

LG 540,956,049 3.5% +0.2 85

Motorola 198,131,866 1.3% -0.3 49

Alcatel 186,146,673 1.2% +0.2 412

Apple 178,427,370 1.2% +0.3 11

Others 387,978,181 2.5% -0.1 n/a

Manufacturer share in Africa remained generally consistent with last quarter. "  Nokia and Samsung make up about 80% of impressions in Africa.

"  …


61% 19%

5%

5%

4% 1% 1% 1% 3%

Nokia Samsung SonyEricsson RIM LG Motorola Alcatel Apple Others

AFRICA

Africa Handset and Connected Device Detail: Q3 2011

Handset Impressions % Share Pt. Chg Global

Development Index

Nokia 6300 546,133,066 3.5% -0.2 196 RIM BlackBerry 8520 491,231,271 3.2% +0.8 107 Samsung SGH E250i 427,096,077 2.8% -0.5 813

Nokia 3110c 396,140,307 2.6% -0.5 169 Nokia N70 375,307,776 2.4% -0.5 209

Nokia 1680c 348,055,699 2.3% -0.3 569 Nokia N73 302,482,323 2.0% -0.1 156

Nokia N2700 Classic 289,869,535 1.9% +0.5 205 Nokia C1-01 285,815,959 1.9% +0.9 147 Nokia 6120c 276,084,936 1.8% +0.1 221 Nokia C3-00 266,983,514 1.7% +0.6 129 Nokia 5130 264,901,876 1.7% +0.3 191

Samsung SGH-E250 247,225,741 1.6% -0.4 549 Nokia E63 226,946,956 1.5% +0.0 133

Nokia X2-01 216,502,125 1.4% +1.4 164

Nokia devices dominate the list of top device models "  No single device stands out with high share

"  …


AFRICA

Africa Summary: Q3 2011

Top 5 Manufacturers: % Share of Available Impressions Q2 2011 Q3 2011 Pt. Chg

Nokia 61.6% 61.1% -0.5 Samsung 19.5% 18.7% -0.8

SonyEricsson 6.0% 5.5% -0.5 RIM 3.7% 5.1% +1.4 LG 3.3% 3.5% +0.2

Top 3 OS Systems: % Share of Available Impressions

Q2 2011 Q3 2011 Pt. Chg

Nokia OS 37.4% 37.5% +0.1

Symbian OS 24.4% 23.8% -0.6

RIM OS 3.7% 5.1% +1.4

Available Impression Volume & Composition Q2 2011 Q3 2011 % Chg

Total 12,238,229,301 15,405,299,486 25.9% Smartphone 1,915,598,390 2,658,001,592 38.8% Advanced 10,322,630,911 12,747,297,894 23.5%

Mobile Web 12,182,801,767 15,289,194,509 25.5%

App 55,427,534 116,104,977 109.5%

Top Countries within Region: % Share of Available Impressions

Q3 2011 Pt. Chg Nigeria 21.6% +2.4

South Africa 20.3% -0.9 Egypt 11.6% -0.8

"   InMobi’s Africa network grew by about 26% in Q3.

"   Growth rates were highest among Smartphones and Apps, however most impressions in the region are delivered via Advanced phones and Mobile Web.

"   Within the region, Nigeria and South Africa experienced the highest mobile ad growth rates.

"   The Nokia and Symbian platforms dominate the market; RIM OS is a distant third.


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.

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 [email protected] To download the full reports, visit us at www.InMobi.com/research

NEXT STEPS

Business

Q3 2011 - Africa Report