Mobile advertising impressions in Europe grew by almost 20% in the quarter ending July 2011. Smartphone growth drove much of the regional growth, gaining over 1.7 billion impressions. Android and iPhone OS remained the top two mobile operating systems in Europe, collectively holding 44% of the market. The United Kingdom saw the largest growth in mobile ad market share in the region.

1. A GLOBAL VIEW OF MOBILE ADVERTISING:
Europe Regional Summary
Quarter Ending July 2011
InMobi Mobile Insights - Network Data
Release date: Aug 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. EUROPE SUMMARY
European Regional Profile: QE July 2011 Mobile ad impressions grew by
almost 20% through the quarter
ending in July 2011, recording
11.5 billion impressions over the
quarter.
" Over 10% of total impressions served on
InMobi network globally, are now served in
Europe.
Smartphone growth is pacing the
regional growth, gaining over 1.7
billion impressions over the
quarter.
" Smartphones now represent 2 of every 3 ads
in Europe and recorded 30.8% growth
compared to the quarter ending April.
Available Impression Volume & Composition
Global Ads within native applications
QE April 2011 QE July 2011 % Chg Development
Index
grew at a faster pace than mobile
Total 9,607,024,177 11,499,920,447 19.7% n/a web ad impressions.
Smartphone 5,579,219,228 7,295,913,548 30.8% 140
" During QE July, in-application impressions
Advanced 4,027,804,949 4,204,006,899 4.4% 61
grew by 27.8%, indexing one and a half
Mobile Web 7,245,730,811 8,481,038,942 17.0% 89 times of their global share.
App 2,361,293,366 3,018,881,505 27.8% 150
www.inmobi.com
Source: InMobi Mobile Insights – Network Research, QE July 2011

5. EUROPE
Europe OS Share: Quarter Ending July 2011
Available Impressions
Global
Android OS Impressions % Share Pt. Chg Development
Index
27%
iPhone OS Android 3,078,121,079 26.8% -2.1 161
37%
Symbian OS iPhone OS 1,956,335,749 17.0% -1.6 129
Symbian OS 1,397,303,052 12.2% -0.6 64
Nokia OS
Nokia OS 822,968,641 7.2% -0.7 37
Others
17%
Others 4,245,191.926 36.9% +5.1 n/a
7%
12%
Android and iPhone OS remain the top 2 mobile ad operating systems across Europe,
collectively holding 44% share.
" Android, the top OS for the consecutive period, gained just over 300 million impressions, while iOS gained 167 million
impressions.
" The top three OS platforms (Android, iPhone OS and Symbian) represent 3 out of every 5 ad impressions delivered in
Europe.
Note:
RIM
OS
is
not
shown
in
this
data
due
to
known
classifica=on
issues
with
RIM
inventory.
This
issue
is
caused
by
RIM’s
technical
architecture
and
is
consistent
for
all
mobile
adver=sing
companies.
Source: InMobi Mobile Insights – Network Research, QE July 2011

6. EUROPE
Europe Manufacturer Share: Quarter Ending July 2011
Available Impressions Global
Manufacturer Impressions % Share Pt Chg Development
Samsung Index
Samsung 2,134,979,613 18.6% -0.1 118
19%
Nokia
24%
Nokia 2,086,291,284 18.1% -0.7 47
Apple
Apple 1,956,335,749 17.0% -1.6 129
HTC HTC 1,145,910,936 10.0% -4.3 198
1%
SonyEricsson SonyEricsson 670,581,996 5.8% -1.6 87
2%
18%
3%
LG 399,474,330 3.5% -0.2 84
LG
6%
Motorola 213,011,980 1.9% -0.8 62
Motorola
Sony 121,322,140 1.1% -0.7 325
10%
Sony
17%
Others 2,772,012,417 24.1% +10.0 n/a
Others
Samsung remains the top manufacturer by ad impressions (18.6% share) slightly
holding the lead ahead of Nokia (18.1% share).
" Nokia considerably under-indexes in the Europe when compared to its global impression share.
" All the major manufactures lost share, HTC lost the most market share among all (4.3 share points).
" Devices from 5 manufacturers (Samsung, Nokia, Apple, HTC and SonyEricsson) in Europe represent 70% of all mobile ads
in the region.
Note:
RIM
OS
is
not
shown
in
this
data
due
to
known
classifica=on
issues
with
RIM
inventory.
This
issue
is
caused
by
RIM’s
technical
architecture
and
is
consistent
for
all
mobile
adver=sing
companies.
Source: InMobi Mobile Insights – Network Research, QE July 2011

7. EUROPE
Europe Handset and Connected Device Detail: Quarter Ending July 2011
Global
Handset Impressions % Share Pt Chg Development
Index
Apple iPhone 1,324,580,242 11.5% -0.9 135
Samsung GT-I9000 522,709,807 4.5% -1.3 422
HTC Desire 397,789,836 3.5% -2.7 533
Apple iPod 391,894,744 3.4% -1.7 97
Apple iPad 239,860,763 2.1% +1.0 178
Nokia 6300 183,489,525 1.6% -0.4 76
Samsung GT-I9100 131,837,182 1.1% +1.1 553
HTC Desire HD 131,692,577 1.1% -2.9 186
Samsung GT-S5230 125,131,140 1.1% +0.2 421
3 of the top 10 devices in the European mobile landscape by ad impressions are Apple
devices, controlling 17% of impressions. The iPhone remains the #1 device in the
region.
" The Apple iPad represents 2.1% of all ads across the region, highlighting the popularity of the tablet device.
Source: InMobi Mobile Insights – Network Research, QE July 2011

8. EUROPE
Europe 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 9,607,024,177 11,499,920,447 19.7% Samsung 18.7% 18.6% -0.1
Smartphone 5,579,219,228 7,295,913,548 30.8% Nokia 18.9% 18.1% -0.7
Advanced 4,027,804,949 4,204,006,899 4.4% Apple 18.6% 17.0% -1.6
Mobile Web 7,245,730,811 8,481,038,942 17.0% HTC 14.2% 10.0% -4.3
App 2,361,293,366 3,018,881,505 27.8% SonyEricsson 7.4% 5.8% -1.6
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
United Kingdom 22.1% +4.5 Android 28.9% 26.8% -2.1
Germany 10.8% -2.1 iPhone OS 18.6% 17.0% -1.6
Spain 8.8% +1.9
-0.3 Symbian OS 12.8% 12.2% -0.6
Turkey 6.5%
Netherlands 6.3% +1.1
France 6.0% +0.2 " The InMobi Europe network remains strong, growing
Romania 5.9% +0.0
Poland 3.2% -0.9
by 19.7% over the last 3 months.
Italy 3.1% -0.1
Sweden 2.4% -0.9 " UK registered the highest growth in mobile ad
Russian Federation 2.2% -0.6 market in Europe, gaining +4.5 share points of
Albania 2.1% -0.7 regional ad share.
Greece 1.9% +0.6
Belgium 1.5% -0.6 " Android, the most popular mobile OS in Europe,
Serbia 1.4% -0.5 controls just over a quarter of total impressions.
Switzerland 1.3% -0.6
Hungary 1.3% +0.5
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