Telmap Metrics Report - RealWire · Telmap Quarterly Metrics Report Q4, 2011 Page 11 About Telmap Telmap is a world leader in mobile location-based services that are fully designed

Telmap Quarterly Metrics Report

Q4, 2011 Page 1

TELMAP QUARTERLY

METRICS REPORT

Q4, 2011


Q4, 2011 Page 2

OVERVIEW

Welcome to the fifth edition of the Telmap metrics report, summarizing usage and activity for the fourth

quarter of 2011.

Looking at the fourth quarter of 2010 and the fourth quarter of 2011, we noticed an interesting pattern

with relatively high numbers of kilometers driven in October and December, and a relative decline in

such activity in November.

In addition, in Q4, 2011 we see a significant increase in searches for shopping and fun related places,

which may be indicative of holiday shopping that’s typical to that time of year. In addition, we see a

significant increase in search for specific cities, which again may be related to family visits out of town

during the holiday season.

Q2, 2011 was the first quarter where Telmap saw the number of new activations on Android devices

surpassing the number of new activations on iOS. This trend continued into Q3, 2011 and in Q4 this

trend has flipped and Android fell second to the iOS. Most likely, this is due to the launch of the popular

iPhone 4S which happened during the 4th quarter. We anticipate a close race between Android and iOS

in 2012 for the top two leading platforms for Telmap users.

We are proud to share our key metrics and hope you enjoy the report and find it useful.

For further inquiries, please contact us at [email protected].

Best Regards,

Motti Kushnir,

Chief Marketing Officer, Telmap

mailto:[email protected]


Q4, 2011 Page 3

TABLE OF CONTENTS

KEY USAGE STATISTICS .............................................................................................. 4

Trend lines: Key usage statistics over the past 15 months ............................................................ 4

Top 15 most popular search terms per country for Q4 2011 ........................................................ 6

DEVICE & PLATFORM STATISTICS .............................................................................. 7

TOP 10 Devices using Telmap based solutions Q4, 2011 ............................................................... 7

The 10 most popular devices on which new users activated a Telmap service ............................ 8

New activations by mobile operating system Q4, 2011 ................................................................ 9

About Telmap ......................................................................................................... 11


Q4, 2011 Page 4

KEY USAGE STATISTICS Application activities Q4, 2010 Q4, 2011 Growth % Total number of km driven 401,673,700 736,007,902 83% Total number of pedestrian navigations 589,642 931,329 58% Total number of address searches 9,091,925 11,659,947 28% Total number of POI searches 14,665,422 27,174,301 85%

Source: Telmap, Q4 2011

Q4 numbers are not comparable to summer months, but the significant growth from Q4, 2010, indicating a

steep upwards trends is clearly visible.

Trend lines: Key usage statistics over the past 15 months

Source: Telmap, Q4, 2011

We see 83% growth in kilometers driven from Q4, 2010. Interestingly, we see a repeating pattern in Q4s

both in 2011 and 2010, with relatively high numbers in October and December, and a decline in activity in

November.

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

Number of KM DrivenPast 15 Months


Q4, 2011 Page 5



The similarity in the POI and address searches trend lines continues consistently. Although when looking

at sheer volumes, we see an increase of 85% compared to Q4, 2010 in POI searches, and only 28% growth

in address searches.

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

Number of Address searchesPast 15 Months

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

11,000,000

Number of POI Searches Past 15 Months


Q4, 2011 Page 6

Top 15 most popular search terms per country for Q4 2011 UK Germany France Spain

Q3 2011 Q4 2011 Q3 2011 Q4 2011 Q3 2011 Q4 2011 Q3 2011 Q4 2011

TESCO Supermarket

chain

TESCO Supermarket

chain

MCDONALD'S FOOD RESTAURANT RESTAURANT AEROPUERTO AEROPUERTO

ASDA Supermarket

chain

MCDONALD'S FOOD BERLIN GARE train station

in French

PARIS GASOLINERA GASOLINERA

MCDONALD'S ASDA Supermarket

chain

TANKSTELLE A generic name for gas station

HAMBURG HOTEL GARE train station

in French

HOTEL SHELL Gas station

brand

IKEA IKEA IKEA STUTTGART MCDONALD'S HOTEL RESTAURANTE HOTEL

ALTON TOWERS

Amusement park

TRAFFORD CENTRE

Shopping mall

FLUGHAFEN Airport

TANKSTELLE Gas station

(generic)

PARIS AEROPORT CARREFOUR Supermarket

chain

LIDL Supermarket

chain

AIRPORT KFC BURGER KING MCDONALD'S SUSHI IKEA CENTRO COMERCIAL Commercial

centre

RESTAURANTE

PETROL AIRPORT SPARKASSE Supermarket

chain

KÖLN TOTAL Gas station

brand

LYON FARMACIA ALDI Supermarket

chain

KFC PETROL BAHNHOF Transport station

FRANKFURT AEROPORT TOTAL Gas station

brand

SHELL Gas station

IKEA

HOTEL HOSPITAL BERLIN IKEA CARREFOUR Supermarket

chain

CARREFOUR Supermarket

chain

MERCADONA Supermarket

CENTRO COMERCIAL

MORRISONS Supermarket

chain

ALTON TOWERS

Amusement park

ALDI Supermarket

chain

DRESDEN IKEA TOULOUSE HOSPITAL PARKING

PUB SAINSBURYS Supermarket

brand

HAUPTBAHNHOF A generic name for main train

station

MÜNCHEN LECLERC Supermarket

chain

SUSHI LIDL Supermarket

chain

TELEPIZZA Pizza delivery

chain

GATWICK AIRPORT

HOTEL HOTEL BREMEN CAMPING MARSEILLE PLAYA LAS ROZAS VILLAGE Outlet

shopping mall

MANCHESTER AIRPORT

MANCHESTER AIRPORT

RESTAURANT DORTMUND AUCHAN Department

store

AUCHAN Department

store

CAMPING LA CAIXA Bank

HOSPITAL MORRISONS Supermarket

chain

HAMBURG HANNOVER Lyon KFC PARKING FARMACIA

SAINSBURYS Supermarket

brand

PUB BAUMARKT Supermarket

brand

BAHNHOF Transport

station

TOULOUSE LILLE BBVA Bank

GOLF


Q4, 2011 Page 7

o In Q4, 2010 we see a significant increase in searches for shopping and fun related places, which

may be indicative of holiday shopping that’s typical to that time of year. In addition, we see a

significant increase in search for specific cities, which again may be related to family visits out of

town during the holiday season.

o We see a slight shift in the split between searches for a specific brand (e.g. Ikea, McDonald’s) which

went down from 50% in Q3 to 40% in Q4, 2011. Respectively, the searches for more general POI

categories (e.g. Hotel, Sushi, Airport) went up from 50% in Q3 to 60% in Q4, 2011.

DEVICE & PLATFORM STATISTICS

TOP 10 Devices using Telmap based solutions Q4, 2011

Top 10 Devices using Telmap

based solutions (Devices with the highest number of

active users at the end of Q4, 2011)

OR

Q4 % of Top

devices out of

all active users

Q3

Comparison

Q2

Comparison

Q1

Comparison

iPhone 40% 44% 35% 31%

Samsung Galaxy S (Android) 11% 13% 12% 10%

Samsung Seek (Bada)

11% Was not in

top 10 in Q3

Was not in

top 10 in Q2

Was not in

top 10 in Q1

Samsung Monte (Bada) 8% 6% 9% 8%

Samsung Galaxy S2 (Android)

8% 5% Was not in

top 10 in Q2

Was not in

top 10 in Q1

Samsung Wave (Bada) 5% 4% 8% 8%

BlackBerry 9700

5% 8% 9% 10%

BlackBerry 9800 4% 9% Was not in

top 10 in Q2

Was not in

top 10 in Q1

Samsung Wave 2 (Bada)

4% 3% Was not in

top 10 in Q2

Was not in

top 10 in Q1

BlackBerry 9300 No

change

4% 4% Was not in

top 10 in Q2

Was not in

top 10 in Q1



Q4, 2011 Page 8

Although iPhone’s share of the top 10 went slightly down, it’s still the leading device with 40% of our

active users. Samsung devices altogether comprise 47% of the top 10 devices chart (up from 31% last

quarter), with 19% of them being Android devices and 28% Bada devices. Blackberry has three devices on

the list but with a declining share of 13%.

The 10 most popular devices on which new users activated a Telmap service


When it comes to new users, we can see that iPhone is the leader here too, with a growing share (39% in

Q3), most likely because of the launch of the popular iPhone 4S in Q4, 2011.

iPhone, 45%

Samsung Seek, 17%

Samsung Galaxy S2 10%

Samsung Galaxy S, 6%

Samsung Wave 25%

Samsung Monte, 4%

BlackBerry 9300, 4%

BlackBerry 9800, 3%

Samsung Galaxy Ace, 3% BlackBerry 9700, 2%


Q4, 2011 Page 9

New activations by mobile operating system Q4, 2011


This quarter, the leading platform picture has flipped again and Android fell second to the iOS. Most likely,

this is once again due to the iPhone 4S launch during the quarter. We anticipate a close race between

Android and iOS in 2012 for the top two leading platforms for Telmap users.

iPhone, 36%

Android, 29%

Java, 16%

BlackBerry, 8%

Bada, 6%WP7, 1%

Brew, 1% Symbian, 1%

Windows Mobile, 1%


Q4, 2011 Page 10

New activations by mobile operating system –2011

Last quarter we were curious to see how Q4 will shape up with the planned launches of both the iPhone

4S and Samsung Galaxy Nexus. Judging from the Telmap numbers, which are aligned with Apple’s sales

figures, the iPhone 4S is an extremely popular device. Again, we are curious to see if the Galaxy Nexus will

appear on our radar in Q1, 2012 (and maybe change the picture once again?)

0%

5%

10%

15%

20%

25%

30%

35%

40%

Android iPhone Blackberry Java Bada Symbian WP7 Brew

Q1, 2011

Q2, 2011

Q3 2011

Q4 2011


Q4, 2011 Page 11

About Telmap Telmap is a world leader in mobile location-based services that are fully designed to open new

business opportunities and generate new revenue streams. The company has established a solid

reputation for providing its customers with innovative, value added end-to-end mobile location

based services that enrich on-the-go experiences through integration of local content, community

interactions, and relevant retail offers.

Telmap provides white-label, fully hosted and managed location-based services to over 26 mobile

operators globally, serving 7 million end users around the world. As such, Telmap has a broad

perspective and vast knowledge that when viewed collectively can be beneficial to the LBS industry

as it represents a large chunk of mobile search, mapping and navigation sessions conducted in the

market today.

Telmap’s flagship product is the world’s first personalized Mobile Location Companion integrating

innovative and patented technologies including Telmap Active Interface, Telmap Active Search and

Telmap Active Widgets. A complementary web companion is also available, as well as a robust

location platform with a set of APIs to support Telmap customers in delivering a strong LBS strategy.

Telmap is the #1 provider of choice for mobile location-based services and its technology has been selected by leading industry players such as Orange FT Group, Vodafone, Vodacom, SFR, O2, Telefonica, SingTel, OPTUS, Partner, Cellcom, Pelephone, and more. For more information, please visit www.telmap.com, or look for the Telmap page on Facebook.

Disclaimer

The information in this report comes from Telmap servers and reflects trends and patterns based on Telmap’s usage

data. Telmap doesn’t claim that this information is necessarily representative of the mobile navigation market as a

whole, or any particular geographical market. The information presented in this report is of statistical nature, and should

not be attributed to any specific user or operator. Total number of in-car and pedestrian navigation routes only takes

into account originally requested routes and does not include reroutes.

http://www.telmap.com/

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Telmap Metrics Report - RealWire · Telmap Quarterly Metrics Report Q4, 2011 Page 11 About Telmap Telmap is a world leader in mobile location-based services that are fully designed