NOVEMBER 2010 DEVICE & MANUFACTURER DATA DEVICE OS & CARRIER MIX MOBILE DEVELOPER TRENDS. Visit to sign up

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1 MOBILE MIX TRACKS & REPORTS MOBILE DEVICE TRENDS DEVICE & MANUFACTURER DATA DEVICE OS & CARRIER MIX MOBILE DEVELOPER TRENDS

2 Device & Manufacturer Data Top Manufacturers (all devices) Top 0 Mobile Devices* Rank Manufacturers November Apple Samsung Motorola Research In Motion Ltd. (RIM) HTC LG Nokia Sanyo Kyocera Sony Ericsson Sony Palm HUAWEI Pantech Danger.00%.0%.%.%.%.%.%.%.%.0% 0.% 0.% 0.% 0.% 0.% November 0 Findings: Apple, the leading device manufacturer on our network for the last fourteen months, represented % of the Top Manufacturers impression share in November (Chart A). Samsung held the number two position in the Top Manufacturers in November (Chart A). This can be attributed to Samsung having the highest number of devices in the Top 0 Mobile Device Rankings in November, including the debut of the Samsung Acclaim (Chart B). Motorola maintained the number three position in the Top Manufacturers for the second consecutive month and held a % impression share (Chart A). The two newest Motorola devices, the Droid and the Droid X, both moved up the Top 0 Mobile Device list in November, with the Droid up seven spots from last month (Chart B). RIM devices represented five of the Top 0 Mobile Devices on our network, with a combined impression share of % in November (Chart B). Three Connected devices, which are defined as non-phone Wi-Fi devices, placed in the Top 0 Mobile Devices for the second consecutive month. The Apple ipod Touch moved up one position to take the over the number two position this month (Chart B). s accounted for of the Top 0 Mobile Devices in November (Chart B). Rank 0 0 Phones November Apple iphone.% Apple ipod Touch.% Motorola Droid.% BlackBerry Curve.% Samsung Freeform (SCH-R0).% Samsung Vibrant Galaxy S.% Apple ipad.% BlackBerry Bold.% Motorola Droid X.% Sanyo Incognito (SCP-0).% Motorola Droid.% Samsung Messager II.0% HTC MyTouch Magic.% Samsung Moment.% Motorola Cliq (MB00).0% BlackBerry Storm.0% Cricket MSGM 0.% Motorola Clutch (i) 0.% HTC Espresso 0.% HTC G Touch Hero 0.% BlackBerry Tour 0.% Sony PSP 0.% BlackBerry Bold 0.0% LG Ally 0.% Samsung Acclaim 0.% HTC Aria 0.% Samsung Smooth 0.% HTC G Dream LG Imprint Samsung SCH-R Type OS PSP OS Proprietary *Includes non-phone Wi-Fi devices such as ipod Touch, Sony PSP, Nintendo DS, and Amazon Kindle. Automotive in-market intenders access mobile content one to three times per month as they research their new car purchases. Download Millennial Media s October S.M.A.R.T and find out how to develop marketing strategies to reach the highly-engaged mobile consumer. Source: Millennial Media S.M.A.R.T Report, October 0. Did you know % of consumers say they are more likely to buy from retailers that have a mobile site, but fewer than % of retailers have such a site? ~emarketer, November, 0.

3 Device OS & Carrier Mix, & Impression Share OS Mix By Impressions %%% % FEATURE PHONES % CONNECTED DEVICES % SMARTPHONES % % % OS RIM OS Windows OS Symbian Other data does not include what could be considered s running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media defines a to be a handheld device which can access the mobile web but is not a mobile phone includes ipod Touch, Sony PSP, Nintendo DS, ipad, etc. Device Input Mix CHART C November 0 Findings: s accounted for % of the, Feature Phone & Impression Share in November. (Chart A). s and s experienced a % and % increase in impression share month-over-month, respectively. Together, they represented % of impressions in November demonstrating the diversity of mobile devices on our network (Chart A). and share the top spot on our OS Mix, each with % of the impressions, followed by RIM with a % impression share (Chart B). Touch & QWERTY devices grew % month-over-month with approximately % share of impressions in the November Device Input Mix (Chart C). Wi-Fi experienced a % increase month-over-month to %, demonstrating the growth of impressions being driven by connected devices on our network (Chart D). % % % % Carrier Mix CHART D % % % % % % % % Touch Screen Touch & QWERTY QWERTY Keypad Wi-Fi (Multiple Carriers) Verizon Sprint - Nextel T-Mobile Other Metro PCS AT&T Cricket

4 Mobile Developer Trends Application Platform Mix By Revenue % % % New Application Platforms Publishers Plan to Support in 0* 0% % % OS (iphone, ipad, ipod Touch) Symbian RIM OS (BlackBerry Devices) Other OS % 0% % % % 0% % 0% 0% ANDROID IPAD WINDOWS PHONE % % % % RIM IPHONE SYMBIAN PALM Other category includes, Palm, Windows Mobile/Windows Phone, and Brew. November 0 Findings: applications represented % of the Application Platform Mix in November, averaging % growth month-over-month for the past four consecutive months (Chart A). was named the leading new platform publishers and developers plan to support (Chart B). Windows Phone tied for second place with Apple ipad as the new app platforms that publishers and developers plan to add to their suite of applications in 0 (Chart B). We predict continued growth on these new application platforms in 0 with the release of new devices and features. The popularity of Gaming applications on our network continued as it remained the leading Application Category on our network and accounted for % of the application impressions in November (Chart C). Music & Entertainment apps moved up to the number two position in November with % of the impression share. Within this category, Television & Movie app impressions have more than doubled month-over-month, but Music apps still lead the category with over 0% of the impression share (Chart C). Automotive apps entered the Top Mobile Application Categories for the first time last month. Automotive app impressions more than tripled month-over-month, reflecting the increased use of mobile as consumers researched new auto purchases and end-of-year promotions (Chart C). Source: State of the Apps Industry 0 & 00 Surveys; DIGIDAY, Stifel Nicolaus, Millennial Media. *New App Platforms is defined as platforms that were not previously supported by publishers. Top Mobile Application Categories By Impressions CHART C NOVEMBER $$ CATEGORIES GAMES MUSIC & ENTERTAINMENT SOCIAL NETWORKING MAIL & MESSAGING EDUCATION & EMPLOYMENT WEATHER MAPS & NAVIGATION SPORTS AUTOMOTIVE NEWS & CURRENT EVENTS HOLIDAY TIP FOR DEVELOPERS Did you know advertisers are spending more on mobile this holiday season than ever before? Across all platforms, expandable, interstitial and video interstitial ad units are in high demand. Maximize your revenue opportunity today by including all ad type placements in your application. Visit mmdev, Millennial Media s developer portal, to learn more and to download the latest SDKs at

5 About Millennial Media, Inc. Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit or follow us on To access our developer community, visit About Millennial Media s Mobile Mix Millennial Media s Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Media s Mobile Mix is in complement to the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, which delivers monthly insights on advertising performance and engagement. Both reports are based on actual campaign and network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission. to receive Millennial Media-related news including the Mobile Mix and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.