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AdMob Mobile Metrics Report - Southeast Asia

AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from every
ad request, impression, and click and uses this to optimize ad matching in its network. This report offers a snapshot of its data to provide insight
into trends in the mobile ecosystem in Southeast Asia.

Q4 2009

Find other reports at metrics.admob.com.


AdMob Mobile Metrics Report - Southeast Asia
Q4 2009

New and Noteworthy


This Mobile Metrics Highlights Report breaks down, by country, trended manufacturer share across all mobile devices, smartphone OS share, and the top handsets and smartphones in the AdMob Southeast Asia network.
Highlights from the Report include:
• Singapore, Hong Kong and Vietnam grew the fastest on the AdMob network in 2009. Their average monthly traffic growth rate over the 12 month period was 458%.
• The top 3 countries, India, Indonesia and Australia generated over 72% of traffic in the region in Q4 2009, while the bottom 3 countries, Malaysia, Singapore and Hong Kong accounted for 8% of traffic.

• Within Southeast Asia, Nokia had the leading manufacturer share (52%), followed by Apple (15%) and SonyEricsson (12%) based on Q4 2009 traffic. The remaining 10 manufacturers accounted for 21% of traffic.

• Traffic from smartphone devices in Southeast Asia represented 40% of overall traffic in Q4 2009. Singapore had the highest traffic from smartphone devices at 77% of Q4 2009 traffic and Vietnam had the lowest at 22%.

• Symbian OS is the most popular operating system in the region and accounted for 77% of smartphone traffic in Q4 2009. The iPhone OS came in second at 19% of Q4 2009 smartphone traffic. Combined, they represented
96% of smartphone traffic in Southeast Asia.

• The iPhone OS is most dominant in Australia, Singapore and Hong Kong with a respective December 2009 market share of 93%, 84% and 76%. The 3 countries are responsible for 69% of the region's iPhone traffic. Based on
December 2008 data, Symbian OS gave up considerable market share over 2009 in Australia, Singapore and Hong Kong (losing 39%, 29% and 16% in monthly traffic share, respectively).

• The Nokia N70 smartphone has a deeply entrenched position in Southeast Asia based on December 2009 data. The N70 is the most popular smartphone device in Indonesia, Philippines and India. In Malaysia, Thailand and
Vietnam, the N70 is the most popular Symbian OS smartphone device.

* Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports.

AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage of
requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metrics
report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.

AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the iPhone OS, the Apple iPod touch is not included in the definition because it is not a phone.

Contents
Southeast Asia Overview

India: Handset Data

Indonesia: Handset Data

Australia: Handset Data

Philippines: Handset Data

Thailand: Handset Data

Vietnam: Handset Data

Malaysia: Handset Data

Singapore: Handset Data

Hong Kong: Handset Data

Methodology

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Southeast Asia Overview - Q4 2009
Requests: -
Handset Manufacturer Share, Southeast Asia Ad Requests by Country, Southeast Asia
All Devices, Q4 2009 Country Requests % of Requests % Share Change
(1)

India 1,726,038,901 36.2% 3.0%


17% Indonesia 1,272,346,420 26.7% -1.6%
<1%
Australia 473,846,631 9.9% 4.2%
4% Nokia
Apple
Philippines 459,196,161 9.6% -9.7%
SonyEricsson Thailand 249,642,430 5.2% 0.2%
12% 52% Samsung
Motorola Vietnam 220,445,790 4.6% 2.3%
Other Malaysia 131,210,334 2.8% -0.1%

15% Singapore 123,063,716 2.6% 0.8%


Hong Kong 113,446,310 2.4% 1.0%
Total 4,769,236,693 100.0%

Monthly Growth in Traffic Since Dec 2008


Southeast Asia
Operating System Share, Southeast Asia 5.0
Smartphone Only, Q4 2009 4.5
2% 1% 1% <1%
4.0
Traffic Relative toDec 2008
India
3.5 Indonesia
19%
Symbian OS Australia
iPhone OS 3.0
Philippines
Windows Mobile OS Thailand
2.5
RIM OS Vietnam
Android 2.0 Malaysia
Other Singapore
77% 1.5
Hong Kong

1.0

Notes
(1)
Share change calculated as percent of Q4 2009 requests less percent of Q3 2009 requests.
• Other includes unclassified impressions and other manufacturers with < 1% share.
• For this report, Southeast Asia includes India, Indonesia, Australia, Philippines, Thailand, Vietnam, Malaysia, Singapore and Hong Kong.

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India Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, India Brand Model % of Requests Share Chg %(1)
All Devices Nokia 3110c 6.4% -1.7%
100%
Nokia 5130 5.8% 2.9%
90% 22% 19% 20% 21%
Nokia N70 4.2% -0.6%
80%
6% 6%
70%
5% 7% Nokia 7210 3.5% 0.4%
10% 10%
Share of Requests

10% 10% Other


60% Nokia 6300 2.6% -0.4%
Motorola
50% Apple Nokia N80 2.5% -0.5%
40% Samsung
Nokia N73 2.5% -0.1%
63% 61%
SonyEricsson
30% 61% 60%
Nokia Nokia 6233 2.2% -0.6%
20%

10%
Nokia N2700 Classic 2.1% 1.9%
0% Nokia 2626 1.8% -0.7%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 33.4%

Top Smartphones, December 2009


Operating System Share, India Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 14.5% -1.5%
100%
2% 3% 5% 5%
Nokia 6300 8.9% -1.1%
90%
Nokia N80 8.8% -1.2%
80%

70%
Nokia N73 8.7% -0.2%
Share of Requests

60% Other Nokia N72 5.6% -0.8%


Linux Smartphone OS
50%
94% 94% 92%
Apple iPhone 5.2% 2.8%
91% Windows Mobile OS
40%
iPhone OS Nokia 6600 4.7% -1.3%
30% Symbian OS
Nokia 7610 3.5% -0.1%
20%
Nokia 5800 XpressMusic 3.2% 1.6%
10%

0% Nokia N95 3.1% 0.2%


Sep-09 Oct-09 Nov-09 Dec-09 Total 66.3%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.7 billion requests from India in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Indonesia Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Indonesia Brand Model % of Requests Share Chg %(1)
All Devices Nokia N70 4.2% 0.0%
100%
13% 13% 11% 13%
Nokia 6600 2.8% -0.3%
90%
Nokia 5130 2.8% 1.6%
80%

70% 27% 27% 25% 24%


Nokia 6300 2.5% -0.5%
Other
Share of Requests

60% RIM Nokia E63 2.4% 0.9%


50% Apple
Nokia 7610 2.4% -0.1%
Nexian
40%
Samsung Nokia 3110c 2.3% -0.3%
30% 57% 57% 59% 57% SonyEricsson
Nokia
SonyEricsson W200i 2.2% -0.6%
20%

10%
Nokia 2600c 2.0% 0.0%
0% Nokia N73 1.9% 0.0%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 25.5%

Top Smartphones, December 2009


Operating System Share, Indonesia Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 12.6% -0.6%
100%
2% 3% 3%
3%
3%
3%
Nokia 6600 8.5% -1.2%
90%
Nokia 6300 7.3% -1.9%
80%

70%
Nokia E63 7.1% 2.5%
Share of Requests

60% Nokia 7610 7.0% -0.7%


Windows Mobile OS
50%
95% 94% 93% 92%
iPhone OS Nokia N73 5.6% -0.3%
40% RIM OS
Nokia 3230 4.7% -0.7%
Symbian OS
30%
Nokia 6120c 4.7% -0.5%
20%
Nokia E71 4.7% 1.4%
10%

0% Nokia N80 2.8% -0.3%


Sep-09 Oct-09 Nov-09 Dec-09 Total 65.0%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.3 billion requests from Indonesia in Q4 2009. In December 2009, smartphone traffic share was 33%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Australia Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Australia Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 67.8% 9.7%
100% 5%
10% 7% 6% Apple iPod Touch 20.4% 1.7%
90% 3% 5% 5%
3% 6% Nokia N95 0.5% -0.7%
80% 8%

70% Sony PlayStation Portable 0.5% -0.1%


Share of Requests

60% Other Nokia 6300 0.5% -0.4%


50% LG
Nokia 6120c 0.4% -0.1%
87% 88% Samsung
40% 82%
77% Nokia Nokia E71 0.4% -0.3%
30% Apple
ZTE T6 0.4% -0.2%
20%

10%
LG KS360 0.3% -1.0%
0% HTC Magic 0.3% -0.1%
Sep-09 Oct-09 Q1, Q2, Q3, Q4 Nov-09 Dec-09 Total 91.4%

Top Smartphones, December 2009


Operating System Share, Australia Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 93.2% 5.3%
100%
7% 4% 5% Nokia N95 0.7% -1.1%
9%
90%
Nokia 6300 0.7% -0.7%
80%

70%
Nokia 6120c 0.6% -0.2%
Share of Requests

60% Other Nokia E71 0.5% -0.6%


RIM OS
50%
93% 93%
HTC Magic 0.4% -0.2%
88% 91% Android
40%
Symbian OS RIM BlackBerry 9000 0.3% -0.2%
30% iPhone OS
HTC Hero 0.3% 0.3%
20%
Nokia E63 0.3% -0.1%
10%

0% Nokia N97 0.3% 0.0%


Sep-09 Oct-09 Nov-09 Dec-09 Total 97.4%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 473.8 million requests from Australia in Q4 2009. In December 2009, smartphone traffic share was 72%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Philippines Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Philippines Brand Model % of Requests Share Chg %(1)
All Devices Nokia N70 9.2% 2.5%
100%
Nokia 6630 5.0% 2.0%
90% 18% 18% 20% 19%
Apple iPod Touch 3.0% 0.3%
80% 3% 3% 3%
4% 5% 6%
70% 8% 8%
7% Apple iPhone 3.0% 1.2%
8% 7%
Share of Requests

60% Other Nokia 6680 2.8% 0.9%


50% Samsung
Nokia 6120c 2.8% 0.5%
Apple
40%
67% 67%
SonyEricsson Nokia 3110c 2.6% -0.9%
62% 65%
30% Nokia
Nokia N73 2.2% 0.3%
20%

10%
Nokia 6300 2.1% -1.4%
0% Nokia 6600 2.0% -0.4%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 34.4%

Top Smartphones, December 2009


Operating System Share, Philippines Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 20.2% 2.8%
100%
5% 5% 8% 7% Nokia 6630 10.9% 3.2%
90%
Apple iPhone 6.5% 2.0%
80%

70%
Nokia 6680 6.3% 1.1%
Share of Requests

60% Nokia 6120c 6.2% 0.1%


Other
50%
94% 93% 92%
Windows Mobile OS Nokia N73 4.8% -0.1%
90%
40% iPhone OS
Nokia 6300 4.5% -4.3%
Symbian OS
30%
Nokia 6600 4.5% -1.9%
20%
Nokia N80 3.7% -0.2%
10%

0% Nokia N95 3.7% -1.4%


Sep-09 Oct-09 Nov-09 Dec-09 Total 71.2%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 459.2 million requests from Philippines in Q4 2009. In December 2009, smartphone traffic share was 44%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Thailand Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Thailand Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 19.0% 8.7%
100%
13% 12% 10% 7% Nokia N70 11.0% 1.4%
90%
3% 5%
3%
6% Nokia N80 3.8% -2.1%
80% 5% 5%

70% 12% 12% 16% 22% Apple iPod Touch 3.2% 1.6%
Share of Requests

Other
60% Nokia 5800 XpressMusic 3.1% -1.2%
i-mobile
50% SonyEricsson Nokia 6300 3.0% -0.4%
40% Samsung
Nokia N72 2.8% 0.3%
65% 65% 63% 62% Apple
30%
Nokia Nokia 5130 2.7% 1.0%
20%

10%
Nokia N73 2.6% 0.1%
0% Nokia 3110c 2.3% -0.3%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 53.5%

Top Smartphones, December 2009


Operating System Share, Thailand Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 28.2% 11.8%
100%
4% 4% 3% Nokia N70 16.3% 0.9%
90%
17% 17% 22% Nokia N80 5.6% -3.7%
28%
80%

70%
Nokia 5800 XpressMusic 4.7% -2.3%
Share of Requests

60% Nokia 6300 4.4% -0.9%


Other
50% Windows Mobile OS Nokia N72 4.2% 0.2%
40% iPhone OS
78% 78%
73%
69%
Nokia N73 3.9% -0.2%
Symbian OS
30%
Nokia N81 3.4% -2.1%
20%
Nokia 6681 2.8% -0.1%
10%

0% Nokia 5530 XpressMusic 2.5% 2.3%


Sep-09 Oct-09 Nov-09 Dec-09 Total 75.8%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 249.6 million requests from Thailand in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Vietnam Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Vietnam Brand Model % of Requests Share Chg %(1)
All Devices Nokia 3110c 6.4% 0.4%
100%
Nokia 6300 4.1% -0.3%
90%
25% 29% 30% 33% Nokia 6030 3.6% 0.1%
80%
3% Apple iPhone 3.6% -1.0%
70% 4% 3% 3%
4% Other
Share of Requests

3% 3%
4% 3%
60% 6%
6% 5%
3% LG Nokia N70 2.5% -0.8%
6% 4%
50%
5% 5% 5% Motorola
Nokia 2626 1.7% 0.2%
SonyEricsson
40%
Apple Nokia 5130 1.5% 0.7%
30% Samsung
52% 50% 50% 49%
Nokia
Nokia 7610 1.5% -0.5%
20%

10%
Philips 598 1.2% 0.1%
0% Nokia 5200 1.1% 0.2%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 27.2%

Top Smartphones, December 2009


Operating System Share, Vietnam Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia 6300 19.8% 2.6%
100%
Apple iPhone 17.4% -0.4%
90%
18%
18% 20% 19% Nokia N70 12.2% -0.7%
80%

70%
Nokia 7610 7.0% -0.6%
Share of Requests

Other
60% Nokia N72 3.5% -0.2%
Android
50% Windows Mobile OS Nokia N81 3.1% -0.4%
40% 78% RIM OS
77% 75% 76% Nokia N73 3.0% -0.1%
iPhone OS
30%
Symbian OS Nokia E63 2.1% 0.3%
20%
Nokia 6120c 2.0% 0.3%
10%

0% Nokia N95 1.9% 0.1%


Sep-09 Oct-09 Nov-09 Dec-09 Total 71.9%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 220.4 million requests from Vietnam in Q4 2009. In December 2009, smartphone traffic share was 20%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Malaysia Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Malaysia Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 23.1% 10.3%
100%
12% 12%
Apple iPod Touch 4.3% -0.4%
15% 15%
90%
Nokia N70 4.2% -1.8%
80% 20% 22%
21% 23% Nokia N95 2.9% -1.3%
70%
Share of Requests

60% Nokia N80 2.4% -0.5%


18% 15% Other
28% 27%
50% SonyEricsson Nokia 5800 XpressMusic 2.3% 0.2%
40% Apple
Nokia N81 2.0% -0.3%
Nokia
30%
46% 48% SonyEricsson W910i 2.0% 0.1%
20% 40% 38%

10%
Nokia N73 1.6% -0.2%
0% Nokia 6120c 1.4% -0.4%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 46.0%

Top Smartphones, December 2009


Operating System Share, Malaysia Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 40.4% 17.0%
100%
Nokia N70 7.4% -3.7%
90%
23% 22% Nokia N95 5.0% -2.5%
80%
40% 40%
70%
Nokia N80 4.2% -1.1%
Share of Requests

60% Nokia 5800 XpressMusic 4.0% 0.3%


Other
50% Windows Mobile OS Nokia N81 3.5% -0.7%
40% iPhone OS
74% 75% Nokia N73 2.7% -0.4%
Symbian OS
30% 57% 57%
Nokia 6120c 2.4% -0.8%
20%
Nokia N82 2.2% -1.5%
10%

0% Nokia E71 1.8% -0.5%


Sep-09 Oct-09 Nov-09 Dec-09 Total 73.6%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 131.2 million requests from Malaysia in Q4 2009. In December 2009, smartphone traffic share was 56%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Singapore Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Singapore Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 66.5% 21.7%
100% 4% 3%
5%
4%
6%
3%
Apple iPod Touch 12.6% -9.2%
90% 4% 4%
5% 3%
4%
9%
9% Sony PlayStation Portable 1.3% -2.2%
80%
15% 14%
70% RIM BlackBerry 9000 1.2% 0.0%
Other
Share of Requests

60% Sony HTC Hero 1.1% 0.9%


50% SonyEricsson
HTC Magic 0.9% -0.4%
RIM
40% 77% 79%
67% 67%
HTC Nokia E63 0.9% -1.3%
30% Nokia
Apple
HTC Dream 0.6% 0.1%
20%

10%
Nokia E71 0.6% -1.0%
0% Nokia N95 0.5% -0.9%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 86.0%

Top Smartphones, December 2009


Operating System Share, Singapore Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 83.8% 14.0%
100%
4% 3% 3% 3%
3% RIM BlackBerry 9000 1.5% -0.3%
3% 5% 6%
90% 9%
17%
10% HTC Hero 1.3% 1.0%
80% 21%

70%
HTC Magic 1.1% -0.8%
Share of Requests

60% Windows Mobile OS Nokia E63 1.1% -2.3%


RIM OS
50% HTC Dream 0.8% -0.1%
Android
40% 81% 84%
70% 73% Symbian OS Nokia E71 0.8% -1.8%
30% iPhone OS
Nokia 5800 XpressMusic 0.6% -0.6%
20%
Nokia N95 0.6% -1.6%
10%

0% Nokia E51 0.5% -0.9%


Sep-09 Oct-09 Nov-09 Dec-09 Total 92.0%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 123.1 million requests from Singapore in Q4 2009. In December 2009, smartphone traffic share was 78%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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Hong Kong Handset Data - Q4 2009

Top Devices, December 2009


Handset Manufacturer Share, Hong Kong Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 53.1% 14.7%
100% 4%
8% 8% 5% Apple iPod Touch 12.1% 0.4%
90% 9% 7%
5% 8%
9%
HTC Hero 3.6% 2.6%
80% 13% 10%
13%
70% 12% HTC Magic 2.6% -0.4%
15% Other
Share of Requests

60% 22%
22% RIM Nokia 6120c 1.6% -1.5%
50% Samsung
SonyEricsson W595 1.4% 0.6%
HTC
40%
SonyEricsson Nokia N80 1.2% -1.2%
65%
30% 59% Nokia
50% 48%
Apple
SonyEricsson W910i 1.1% -1.2%
20%

10%
Nokia 5800 XpressMusic 0.9% -0.4%
0% SonyEricsson T700 0.8% -0.1%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 78.3%

Top Smartphones, December 2009


Operating System Share, Hong Kong Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 75.9% 12.7%
100%
HTC Hero 5.2% 3.5%
7% 12% 13% 10%
90%
12%
HTC Magic 3.7% -1.3%
80% 14%
26%
70%
24% Nokia 6120c 2.3% -2.9%
Share of Requests

60% Other Nokia N80 1.7% -2.2%


RIM OS
50% Nokia 5800 XpressMusic 1.3% -0.8%
Android
40%
71%
76% Symbian OS Nokia 6300 0.9% -1.2%
30% 63% 61% iPhone OS
RIM BlackBerry 8300 0.6% -0.3%
20%
Nokia N70 0.6% -0.8%
10%

0% RIM BlackBerry 9000 0.6% 0.0%


Sep-09 Oct-09 Nov-09 Dec-09 Total 92.8%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 113.4 thousand requests from Hong Kong in Q4 2009. In December 2009, smartphone traffic share was 68%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

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AdMob Mobile Metrics Report - Southeast Asia
Q4 2009

About AdMob
AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 15,000 mobile sites and applications. AdMob has served more than
100 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, and
operator targeting for advertisers.

About AdMob Mobile Metrics


AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from
more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator
and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan
their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

Methodology
For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using
open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 10 billion monthly ad requests and
impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and
more. AdMob also serves mobile ads into iPhone and Android applications. The traffic from these applications is included in the Metrics report.

There is no standard industry definition of a smartphone. AdMob's definition is based on Wikipedia: "A smartphone is a phone that runs complete operating
system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a
phone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running the
iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition.

Limits of this Data


Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile Web as a whole or of any particular country-
market. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than
15,000 sites and applications, we feel the data will be useful and may help inform business decision making.

Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as
"unclassified" and does not serve targeted ads to these requests.

Please visit this blog post for more details on interpreting this report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/

Questions
Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 13

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