MOVR Mobile Overview Report October - December 2014

The first step in a great mobile experience The first step in a great mobile experience MOVR 4Q 2014 – Executive Summary – Asia, N. America, Europe

Asia N. America Europe

Form Factor 2% 76% 22% 1% 66% 33% 2% 63% 35% feature tablet Apple iPhone 5S 7.5% Apple iPhone 5S 15.7% Apple iPhone 5S 6.4% Top 5 Apple iPhone 5 7.4% Apple iPhone 5 12.5% Apple iPhone 5 6.2% Galaxy S4 6.4% Apple iPhone 4S 7.5% Apple iPhone 4S 5.2% … 5.9% Apple iPhone 5C 6.8% 5.1% Samsung Galaxy… 4.8% Apple iPhone 6 6.5% III 4.9%

Top 5 Apple iPad Mini 15% Apple iPad 2 22% Apple iPad 2 15% Tablets Apple iPad 4 12% Apple iPad 4 14% Apple iPad 4 12% Apple iPad Air 12% Apple iPad Mini 13% Apple iPad Mini 12% Apple iPad 3 12% Apple iPad Air 13% Apple iPad Air 11% Apple iPad 2 11% Apple iPad 3 9% Apple iPad 3 8%

Smartphone OS 1.0% 76% 19% 5%0.7% 48% 49% 1.8% 69% 22% 8%0.6%

Android iOS Windows Phone OS RIM OS

Smartphone 45% 35% 9% 8% 54% 23% 14% 8% 56% 16% 16% 9% Diagonal Size [4, 5) [5, 6) [2, 3) [3, 4) [4, 5) [5, 6) [3, 4) [2, 3) [4, 5) [5, 6) [3, 4) [2, 3) inches

Tablet 47% 38% 9%4% 59% 29% 9%2% 45% 34% 15% 3% Diagonal Size [9, 10) [7, 8) [10, 11) [8, 9) [9, 10) [7, 8) [10, 11) [8, 9) [9, 10) [7, 8) [10, 11) [8, 9)

inches MOVR 2 MOVR 4Q 2014 – Executive Summary – S. America, Africa, Oceania

S. America Africa Oceania

Form Factor 8% 70% 21% 7% 78% 14% 0.3% 61% 39%

feature smartphone tablet Top 5 11.3% Lumia 520 7.2% Apple iPhone 5 18.7% Smartphones Samsung Galaxy S4 4.7% Samsung Galaxy S4 6.7% Apple iPhone 5S 16.9% Apple iPhone 5S 3.4% 3.7% Apple iPhone 4S 8.9% Samsung Galaxy S4… 3.2% Samsung Galaxy… 3.5% Apple iPhone 6 8.2% Samsung Galaxy S III 3.0% Samsung Galaxy S III 3.3% Samsung Galaxy S4 6.6%

Apple iPad 2 18% Apple iPad 2 11% Apple iPad 2 22% Top 5 Apple iPad 4 13% Apple iPad 4 9% Apple iPad 4 19% Tablets Apple iPad Air 9% Apple iPad 3 8% Apple iPad 3 14% Apple iPad Mini 9% Apple iPad Air 7% Apple iPad Air 14% Apple iPad 3 8% Apple iPad Mini 7% Apple iPad Mini 14%

Smartphone OS 81% 11% 7%0.3% 72% 6% 18% 3.9% 39% 59% 0.1%1.3% Android iOS Windows Phone OS RIM OS Smartphone 48% 23% 12% 12% Diagonal Size 48% 27% 14% 9% 59% 21% 15% 4% [4, 5) [5, 6) [2, 3) [3, 4) inches Tablet Diagonal Size 69% 21% 8%2% 35% 35% 23% 5% 59% 29% 9%2% [9, 10) [7, 8) [10, 11) [8, 9) inches

MOVR 3 Report Specifications

• Purpose of Report Included Excluded – ScientiaMobile has published MOVR to provide the mobile Web • Smartphones • Desktops and laptops community with timely information on mobile Web device • Tablets • Smart TV usage. • Feature • Game Consoles – We hope to stimulate interest in mobile device trends, device Phones • Apps capabilities, and tools for analyzing and managing device • Robots fragmentation. • Sources of Data and Filtering – The information in this report is based on a representative sample of a larger data set. The sample size is 5.2 billion requests from April 2014 to end of December 2014. – MOVR focuses on mobile devices, consisting of smartphones, Definitions tablets, and feature phones. • What is a Hit? Each time a user visits a Web page and a UA is – While the dataset includes desktops, laptops, smart TVs, game generated and tested by WURFL (through a number of consoles, apps, and robots, we have excluded them, unless mechanisms), a “hit” is recorded in the ScientiaMobile otherwise noted dataset. All data reported in MOVR reflects hits, not the – We have used an Equivalent Weighted Sites (EWS) count of physical devices generating the hit. methodology that indexes the traffic at each site and assigns an equal weight to each site. • What is a smartphone? A smartphone must meet several criteria, including that it should be a wireless device, have a – Samples sizes for Africa and Oceania are small enough that we have a low level of confidence that these figures are touch screen with horizontal resolution greater than or equal representative. However, the source data from these to 320px, and not be considered a tablet. continents continues to grow. Over time, we will improve the quality of these figures. In the meantime, we feel that more • What is a tablet? Criteria for a tablet include: a wireless information is better than less for people looking for insights in device, larger than 6”, and running a mobile or tablet OS. One these continents. exception is that a full version of Windows on running on a – To download the data files supporting MOVR, or subscribe to tablet is considered to be a laptop. future publications of MOVR, please visit us at www.scientiamobile.com/page/movr-mobile-overview-report

MOVR 4 Definitions (continued) About WURFL

• What is a feature phone? It is a wireless device that falls into one • ScientiaMobile uses its WURFL products to collect and analyze of the three categories: classic feature phones, modern feature the device intelligence contained in the MOVR report. WURFL is phones, and old smartphones a Device Detection Repository (DDR) that integrates an API and XML to provide an always-updated source for detecting devices – Classic feature phone: Typically a bar, slide or clamshell and their capabilities. For more than 10 years, WURFL has been form factor with limited possibilities to install apps and a the industry standard for device detection. Today, proprietary OS. Other criteria include a physical keyboard ScientiaMobile offers a number of WURFL products to suit a and a low price range. Examples are Nokia Series 30 and 40 range of needs, from small developers to large enterprises. or devices. • WURFL OnSite and WURFL InFuze provide businesses with high – Modern feature phone: These phones also have a low price performance server-side device detection solutions. range. They are “smartphone-like”, but targeted at the classic feature phone market. They may have a smartphone • WURFL Cloud provides an always-updated, low-maintenance OS. They borrow features from classic feature phones, such approach to device detection. as size or screen size. Examples are Nokia Asha series or • WURFL.js and WURFL.js Business Edition provide front-end Samsung Galaxy Pocket. developers with access to the power of device detection through – Old smartphones: These smartphones are older than 3 years javascript snippets. and were high-end devices when launched. Classic • WURFL InSight provides business intelligence analysts with a Blackberry devices and Symbian-based devices fall in this table-based device detection tool that will integrate easily with category. Likewise, more recent devices with a touch screen, data analysis tools. but with older hardware or older versions of Android, iOS or Windows Phone also fall in this category. • What is MNO Traffic? Traffic originating from Mobile Network Operators (MNO) is detected by its gateway IP address. If the IP address belongs to, or is operated by, a known MNO or MVNO (virtual operator) either for internet access or mobile broadband, then it is defined as MNO traffic.

MOVR 5 Comparison of Continents

6 Form Factor

Feature Phones Tablets • Africa (7%) and S. America (8%) exhibit the highest penetration • North America (33%), Europe (39%) and Oceania (39%) exhibit a of feature phones, but they also show a declining trend. high amount of tablet traffic, but it is declining slightly. Smartphones • Tablet growth in Asia and S. America is proceeding, but it • All continents are close to or over 60% smartphone penetration, remains small in comparison to Europe and N. America. showing that the dominance of the smartphone.

*Oceania and Africa reflect a small sample size Source: ScientiaMobile MOVR 7 Orientation by Form Factor

• 94% of the smartphone hits indicate a portrait orientation. • Tablets are used in landscape (54%) only slightly more than portrait (46%). • Smaller tablets are more prone to portrait orientation. As the diagonal size increases, they are more prone to landscape orientation.

Orientation by Form Factor Orientation by Diagonal Size 100% (Global) 100% 16% 16% 90% 90% 19% 80% 80% 42% 41% 46% 56% 70% 70% 62% 68% 68% 60% 60% 82% 94% 96% 95% 95% 50% 50% 97% 96% portrait portrait 40% 40% 84% 81% 84% landscape landscape 30% 30% 58% 59% 54% 44% 20% 20% 38% 32% 32% 10% 10% 18% 6% 0% 0% 4% 5% 3% 4% 5% Smartphone Tablet

Source: ScientiaMobile Diagonal Size - Inches Source: ScientiaMobile

MOVR 8 Smartphone Manufacturers

• Samsung and Apple continue to capture the #1 and #2 manufacturers in most continents, frequently generating over 60% of hits. • Nokia, LG, Motorola, HTC, Sony, , and Blackberry individually rarely account for over 10% of hits in most continents.

1.3% 0.8%

South America 12% 2% 10% 20% 7% 37% 6% 4%

0.7% 2% 0.5% 2% 0.9%

Oceania 61% 3% 1.1% 28% 1.4%

0.8% 0.7% 0.2%

North America 50% 3% 7% 4% 2% 28% 4%

0.6%

Europe 23% 5% 2% 7% 7% 36% 9% 3% 6%

1.3% 1.1%

Asia 21% 3% 7% 5% 44% 5% 1.4% 13%

0.7%

Africa 7% 3% 5% 3% 18% 38% 6% 2% 17%

Apple HTC Huawei LG Motorola Nokia Samsung Sony Sony Ericsson Other Source: ScientiaMobile Source: ScientiaMobile MOVR 9 Smartphone Manufacturer Trend

• Apple continue to grow significant share (frequently over 5%) in all continents except Europe. • Samsung is growing in Asia and S. America. • While Motorola saw the largest drop in S. America (-9.1%) it still has 30% share

Manufacturer Africa Asia Europe N. America Oceania S. America

ALCATEL -3.3% 0.0% 1.2% -0.2% 0.2% 0.7%

Apple 3.4% 7.1% -4.9% 6.2% 5.3% 5.5%

BlackBerry -2.9% 0.0% -1.1% 0.3% 0.0% -0.3% HTC 1.9% -2.2% -0.1% -1.7% -1.4% 0.2% Huawei -7.1% 0.3% 0.9% 0.1% 0.2% -0.7% 0.2% -0.1% 0.2% 0.0% 0.0% 0.0% LG 1.0% -1.3% 1.1% -3.5% -0.2% 0.6% Motorola 0.5% 0.3% -0.7% -0.7% 0.0% -9.1% .7% -3.1% -0.3% -0.1% -5.3% -0.3% 0.0% -0.7% 0.0% 0.0% 0.0% 0.0% RIM 2.1% 0.3% 0.2% 0.2% 0.0% 0.1% Samsung -3.8% 2.8% 0.2% -0.4% 0.9% 5.3% Sony -2.8% -3.7% 1.9% -0.2% -0.1% -1.2% Sony Ericsson -0.6% -1.6% 0.1% -0.1% -0.3% -0.6% Tecno 3.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% -0.2% -0.1% 0.0% 0.0% 0.0% ZTE -0.3% 0.0% 0.3% 0.0% 0.1% 0.0% Source: ScientiaMobile. Note: figures reflect High Growth High Reduction percentage point change (Q4%-Q3%) MOVR 10 Tablet Manufacturers

• Apple continues to dominate the tablet form factor, with over 60% of hits in most continents. • Samsung is the #2 manufacturer, with 20-30% of hits in S. America and Asia. • , Lenovo, , , and Acer cumulatively account for less than 15% of hits in most continents. 0.7% 0.1% 2% 0.4%

South America 60% 1.2% 30% 6% 0.3% 0.2% 0.3% 1.2%

Oceania 87% 1.3% 9% 0.9%

0.5% 0.3% 3%

North America 4% 77% 3% 9% 3%

0.4% 1.3%

Europe 2% 61% 5% 3% 21% 6%

0.1% 0.5%

Asia 1% 70% 4% 1% 18% 5%

0.2% 0.5%

Africa 1.4% 44% 2% 3% 38% 10%

Acer Amazon Apple Asus LENOVO Microsoft Samsung Other

Source: ScientiaMobile

MOVR 11 Tablet Manufacturer Trends

• Apple grew share about 17% in Asia, South America, and Africa at the expense of Samsung, as well as Asus and Lenovo.

Manufacturer Africa Asia Europe North America Oceania South America ALCATEL -0.3% 0.0% 0.4% 0.0% 0.0% 0.1% Acer -1.0% -1.9% 0.2% 0.0% -0.1% -0.3% Amazon 0.1% 0.0% -1.8% -0.9% 0.1% 0.0% Apple 17.1% 16.4% -0.9% -2.6% -1.0% 17.9% Asus -0.2% -6.6% 0.2% 1.0% -0.4% -0.6% Barnes and Noble 0.0% 0.0% 0.0% -0.1% 0.0% 0.0% Crius -0.6% 0.0% 0.0% 0.0% 0.0% 0.0% Fondi -0.1% 0.0% 0.0% 0.0% 0.0% 0.0% HCL 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% HP 0.1% -0.2% -0.1% 0.0% 0.1% -3.7% Huawei -1.4% -0.5% 0.8% 0.0% 0.0% -0.2% LENOVO -6.2% -1.3% 2.2% 0.0% 0.2% -2.7% LG 0.2% -0.2% 0.2% 0.1% 0.0% -0.1% Microsoft 0.4% 0.3% 0.6% 1.5% 0.2% 0.1% Motorola 0.1% 0.2% 0.0% 0.2% 0.0% 0.4% Nextbook 0.0% 0.0% 0.0% -0.1% 0.0% 0.2% Prestigio 0.0% 0.0% 0.6% 0.0% 0.0% -0.1% Quanta 0.0% 0.0% 0.0% 0.1% 0.0% 0.0% RIM 0.1% 0.1% 0.2% 0.3% 0.0% 0.1% Samsung -10.8% -6.5% -2.1% 0.6% 1.2% -11.0% Sony -0.9% -0.6% 0.0% 0.1% -0.2% -0.3% Tecno 2.6% 0.0% 0.0% 0.0% 0.0% 0.0% Telstra 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Tesco 0.0% 0.0% -0.6% 0.0% 0.0% 0.0% Toshiba 0.1% -0.2% 0.1% 0.0% -0.1% -0.4% Xiaomi 0.0% 1.1% 0.0% 0.0% 0.0% 0.0% High Growth High Reduction Source: ScientiaMobile. Note: figures reflect MOVR percentage point change (Q4%-Q3%) 12 Top Smartphones • Across six continents, the combined list of top 10s generates only 18 devices, showing even more consensus of popularity vs. Q3 2014 when it was 24 devices. • iPhone 6 and 6 Plus are new entrants to this list, posting 6.5% and 2% respectively in N. America. • Some devices show strength on certain continents: Moto G (S. America); Nokia Lumia 520 (Asia , S. America); Huawei Y220- U00 (Africa).

Top Smartphones Africa Asia Europe N. America Oceania S. America Apple iPhone 4 0.7% 1.5% 3.0% 3.0% 4.1% 1.5% Apple iPhone 4S 1.1% 3.5% 5.2% 7.5% 8.9% 2.9% Apple iPhone 5 2.3% 7.4% 6.2% 12.5% 18.7% 3.0% Apple iPhone 5C 0.4% 0.9% 2.0% 6.8% 4.9% 1.1% Apple iPhone 5S 2.2% 7.5% 6.4% 15.7% 16.9% 3.4% Apple iPhone 6 0.5% 1.4% 1.7% 6.5% 8.2% 0.4% Apple iPhone 6 Plus 0.2% 0.5% 0.3% 2.0% 2.6% 0.1% Huawei Y220-U00 1.8% 0.0% 0.0% 0.0% 0.0% 0.0% Motorola Moto G 0.3% 0.5% 0.3% 0.8% 0.2% 11.3% Nokia Lumia 520 7.2% 1.5% 1.9% 0.2% 0.2% 3.0% Quattro 0.1% 0.8% 0.0% 0.0% 0.0% 2.9% 3.5% 5.9% 1.2% 2.4% 2.0% 0.6% Samsung Galaxy Note II 1.3% 4.8% 0.9% 1.0% 1.0% 0.5% Samsung Galaxy S III 3.3% 3.8% 4.9% 5.1% 2.7% 3.0% Samsung Galaxy S III Mini 2.4% 0.8% 2.2% 0.3% 0.3% 2.8% Samsung Galaxy S4 6.7% 6.4% 5.1% 6.4% 6.6% 4.7% 3.1% 1.1% 2.5% 0.4% 0.6% 3.2% Samsung Galaxy S5 3.7% 3.2% 2.9% 4.8% 6.1% 2.1%

MOVR High Share Low Share Source: ScientiaMobile 13 Smartphone Trends • Comparing the summative share of these top 10 vs the remaining “long tail”, the top 10 grew 8% points in Q4 vs. Q3 in Asia and North America. Conversely, in Europe, the top 10 dropped -10% points. • In N. America and Europe, the Apple iPhone 6 has quickly grown, gaining 4.8% in Q4. • The iPhone 5S continues to grow in Asia (3%) and N. America (2.5%). • The Samsung S5 has continued its growth, but the S4 appears to dropping in popularity (-2.8% ) in Europe. Smartphone Trends Africa Asia Europe N. America Oceania S. America Apple iPhone 4 0.32% 0.57% -0.73% 0.32% 0.45% 0.69% Apple iPhone 4S 0.50% 1.02% -1.34% 0.01% -0.19% 1.38% Apple iPhone 5 0.92% 2.52% -2.20% 0.08% -2.19% 1.21% Apple iPhone 5C 0.25% 0.31% 0.62% 1.41% 1.55% 0.63% Apple iPhone 5S 0.97% 3.08% -1.12% 2.49% 0.36% 1.69% Apple iPhone 6 0.47% 1.29% 1.34% 4.85% 6.11% 0.40% Apple iPhone 6 Plus 0.17% 0.50% 0.25% 1.71% 2.06% 0.08% Huawei Y220-U00 -7.26% 0.01% 0.00% 0.00% 0.01% 0.00% Motorola Moto G 0.13% 0.11% -0.59% -0.26% -0.03% -5.61% Nokia Lumia 520 1.94% -1.63% -0.98% -0.05% -1.77% -0.15% Samsung Galaxy Grand Quattro 0.07% -0.50% -0.02% -0.01% 0.01% 0.93% Samsung Galaxy Note 3 0.06% 0.21% -0.83% -0.34% -0.08% -0.15% Samsung Galaxy Note II 0.08% -1.03% -0.55% -0.32% -0.33% -0.04% Samsung Galaxy S III -0.42% -0.27% -0.42% -2.03% 0.41% -0.92% Samsung Galaxy S III Mini -1.20% 0.03% -0.95% -0.30% 0.10% -0.54% Samsung Galaxy S4 -5.05% -0.12% -2.86% -0.32% -1.30% -0.53% Samsung Galaxy S4 Mini -1.72% 0.54% -0.17% -0.10% -0.16% -0.20% Samsung Galaxy S5 -0.12% 1.37% 0.22% 1.14% 1.22% 0.46% High Growth High Reduction Source: ScientiaMobile. Note: figures reflect MOVR percentage point change (Q4%-Q3%) 14 Spotlight on iPhone 6 and 6 Plus Globally • Daily trends of the iPhone 6 and 6 Plus show dramatic growth by the end of Q4 2014, ending with 14% and 4% respectively. • The iPhone 5 declined -11% during this period, indicating that many users may be upgrading to the 6 or 6 Plus. • In contrast, the iPhone 5S has dropped only -4% over the same period, and the 5C has grown 2%. • Older iPhones such as the 4 and 4S are holding consistent share globally. iPhone 6 Plus ; 100% 4%

90% iPhone 6; 14%

80% iPhone 6 Plus iPhone 6 70% iPhone 5S 60% iPhone 5C 50% iPhone 5 40% iPhone 4S

30% iPhone 4

20% iPhone 5; -11% decline 10%

0% 9/1/2014 10/1/2014 11/1/2014 12/1/2014 Source: ScientiaMobile MOVR 15 Spotlight on iPhone 6 and 6 Plus N. America • In comparison to the Global trends, N. America shows an even more dramatic growth for the iPhone 6 and 6 Plus, posting 18% and 7% share of iPhone traffic respectively. • Much of this comes from the upgrading of iPhone 5 users, showing a -14% decline, and 4S (-8%). • In contrast, the 5C grew 1% and the 5S declined only -2%. iPhone 6 Plus ; 100% 7%

90% iPhone 6; 18%

80%

70% iPhone 6 Plus 60% iPhone 6 iPhone 5S 50% iPhone 5C

40% iPhone 5 iPhone 4S 30% iPhone 4

20% iPhone 5; -14% decline 10%

0% 9/1/2014 10/1/2014 11/1/2014 12/1/2014 Source: ScientiaMobile MOVR 16 Top Tablets • Like smartphones, there is a growing consensus on 16 tablets making up the top 10 tablets across all continents, down from 19 in Q3 2014. • Apple’s iPads continue to be the most popular tablets on most continents, with the Mini models showing strength in Asia. • Samsung has many models and sizes that round out the remainder of the top lists, with the Amazon Kindle Fire, and Microsoft Windows RT Tablet the two exceptions to the Apple and Samsung dominance. Top Tablets Africa Asia Europe N. America Oceania S. America Amazon Kindle Fire 0.1% 0.0% 0.1% 1.4% 0.0% 0.1% Apple iPad 2 10.9% 11.3% 15.3% 21.5% 22.4% 17.7% Apple iPad 3 8.0% 11.9% 7.8% 9.4% 13.9% 7.8% Apple iPad 4 9.5% 12.1% 12.0% 14.5% 18.6% 12.8% Apple iPad Air 7.3% 11.9% 10.9% 13.0% 13.7% 9.5% Apple iPad Mini 7.1% 15.3% 12.0% 13.2% 13.5% 8.9% Apple iPad Mini Retina 1.5% 7.0% 3.5% 3.7% 3.9% 3.0% Microsoft Windows RT Tablet 0.5% 0.5% 1.0% 2.8% 1.1% 0.4% .1 3.3% 1.6% 1.6% 0.6% 1.1% 2.8% .0 1.7% 1.7% 0.2% 0.2% 0.7% 1.4% Samsung Galaxy Tab 2 10.1 3.5% 2.1% 3.8% 1.2% 1.2% 3.7% Samsung Galaxy Tab 2 7.0 3.2% 2.2% 2.6% 0.7% 0.3% 6.1% Samsung Galaxy Tab 3 10.1 3G 6.3% 0.4% 1.7% 0.6% 0.6% 0.9% Samsung Galaxy Tab 3 7.0 1.2% 1.4% 1.3% 1.4% 0.4% 2.3% Samsung Galaxy Tab 3 7.0 3G 4.0% 0.8% 0.4% 0.0% 0.0% 1.4% Samsung Galaxy Tab 3 Lite 2.5% 1.2% 1.1% 0.2% 0.4% 3.9%

MOVR High Share Low Share Source: ScientiaMobile 17 Top Tablet Trends • Apple’s iPads have grown significantly in Asia. However, neither of their newest iPads (Air 2, Mini 3) have made the top 10 lists • As the only other manufacturer of size, Samsung saw the largest decrease from Apple’s gains.

Tablet Trends Africa Asia Europe N. America Oceania S. America Amazon Kindle Fire 0.0% 0.0% 0.0% 0.5% 0.0% 0.0% Apple iPad 2 3.9% 3.4% 0.5% -2.6% -0.7% 4.5% Apple iPad 3 3.9% 2.2% -0.5% -1.6% -1.8% 1.2% Apple iPad 4 3.5% 2.6% -0.2% -0.3% 0.0% 4.2% Apple iPad Air 3.1% 3.5% 0.5% 0.9% 1.1% 4.8% Apple iPad Mini 2.3% 3.1% -0.3% 0.3% 0.3% 2.4% Apple iPad Mini Retina 0.3% 1.8% 0.0% 0.0% -0.8% 1.2% Microsoft Windows RT Tablet 0.5% 0.3% 0.3% 1.4% 0.1% 0.1% Samsung Galaxy Note 10.1 0.9% -0.2% -0.1% 0.1% 0.0% -0.5% Samsung Galaxy Note 8.0 -0.8% -1.3% -0.2% 0.0% 0.2% -1.4% Samsung Galaxy Tab 2 10.1 -2.1% 1.0% -1.3% -1.4% -0.1% 0.2% Samsung Galaxy Tab 2 7.0 -2.2% -1.6% -0.8% -0.1% 0.0% -0.6% Samsung Galaxy Tab 3 10.1 3G -6.3% 0.0% 0.9% 0.6% 0.5% 0.5% Samsung Galaxy Tab 3 7.0 0.5% 0.1% -0.8% -0.1% 0.1% -3.1% Samsung Galaxy Tab 3 7.0 3G -3.6% -2.9% 0.2% 0.0% 0.0% 0.4% Samsung Galaxy Tab 3 Lite 0.9% -0.4% 0.6% 0.0% 0.3% -2.4%

High Growth High Reduction Source: ScientiaMobile. Note: figures reflect MOVR percentage point change (Q4%-Q3%) 18 Global Smartphone OS Release

• Globally, Android still holds a strong #1 position at 64%, growing by 3% since Q3 2014. • Android 4.4 is now the largest OS release at 24% of all smartphone hits. • Apple holds 26% share, with iOS 7.1 and iOS 8.1 of equal size (8%). • Windows Phone OS (9%) continues to grow.

Other, 0.7% Android Legacy, 5% Windows Phone OS, 9% Android 4, 3% Android Legacy Android 4 iOS 8.1, 8% Android 4.1, 12% Android 4.1 Android 4.2 Android Q4:64% Android 4.3 iOS 8, 6% Android 4.4 Android 5

Android 4.2, 11% iOS Legacy iOS 7.1, 8% iOS 7 iOS 7.1 iOS Q4: 26% iOS 7, 3% iOS 8

iOS Legacy, 2% Android 4.3, 7% iOS 8.1 Android 5, 0.4% Windows Phone OS Other Android 4.4, 24%

MOVR Source: ScientiaMobile 19 Smartphone OS Family Trends

• Android has over 60% of traffic in S. America, Europe, Asia, • In Asia, much of iOS grown comes from Windows Phone OS, and Africa. whereas in S. America it comes from Android. • N. America continues to be a large market for iOS at 48%. • Windows Phone OS has established 8% of hits in Europe, 5% in • In Asia and S. America, iOS continues to grow, reaching Asia, and 7% in S. America. It also appears to have significant 19% and 11% respectively. share 18% in Africa.

Source: ScientiaMobile

MOVR 20 Android Smartphone OS • While fragmentation across release has been a major issue for Android, release 4.4 has substantially gained share and is now 47% of all Android hits. • Legacy Android (prior to 4.0) is less than 10% now.

100% Android 5; 1.5%

90% Android 4.4; 80% 47%

70% 5

60% 4.4 4.3 50% 4.2 40% 4.1 30% 4

20% Legacy

10%

0% 9/1/2014 10/1/2014 11/1/2014 12/1/2014 Source: ScientiaMobile

MOVR 21 Android OS Release Trends for Smartphones • Android 4.4 is growing to be the dominant version , with significant growth in all continents. • 4.4 is the largest release on all continents except Africa and S. America • Legacy releases are under 10% in most continents.

Source: ScientiaMobile

MOVR 22 Spotlight on iOS 8 Penetration, Global • Starting in mid September, iOS 8 started to displace much of 7.1. • Likewise the November release of iOS 8.1 has become the largest release with 55% • 7.1 is quickly diminishing, with only 26% of devices.

100% iOS 8.1; 55% 90%

80%

70% 8.1 60% 8 7.1 50% 7

40% 6.1 6 30% legacy

20% iOS 7.1; 26%; 10% Decline of 53% 0% 9/1/2014 10/1/2014 11/1/2014 12/1/2014 Source: ScientiaMobile

MOVR 23 iOS 8 Adoption by Eligible Device, Globally

• Apple’s most popular iPhone 5S has 58% adoption of iOS 8 or above. • Lowest adoption is on iPhone 4S with 34%. • Apple iPad 2, an older but very popular model, has 48% adoption

iPad Mini Retina 41% 59%

iPad Mini 3 100%

iPad Mini 47% 53%

iPad Air 2 100%

iPad Air 39% 61%

iPad 4 48% 52%

iPad 3 54% 46%

iPad 2 52% 48%

iPhone 6 Plus 100%

iPhone 6 100%

iPhone 5S 42% 58%

iPhone 5C 45% 55%

iPhone 5 47% 53%

iPhone 4S 66% 34%

Less than iOS 8 iOS 8 or above

MOVR 24 Tablet OS Trends

• iOS tablet share continues grow in Asia and S. America posting over 12% gains. • Android hold second place in all market, with N. America as its smallest percentage at 22%. • Windows RT has grown to 3% share in N. America.

Source: ScientiaMobile

MOVR 25 Smartphone Diagonal Size Trend • The 5-5.5 and 5.5-6 inch sizes are consistently growing across all continents. • Asia exhibits the highest preference for larger phones, with 17% and 9% in the 5-5.5 and 5.5-6 inch ranges respectively. • S. America has the smallest phones, with 71% under 4.5 inches

Smartphone Diagonal Size (inches)

Source: ScientiaMobile

MOVR 26 Tablet Diagonal Size Trends • Asia (38%) and S. America (39%) show a preference for smaller tablets (7-8 inches). • North America (59%) exhibits a preference for the original iPad’s larger dimensions (9.5-10 inches).

Tablet Diagonal Size (inches)

Source: ScientiaMobile

MOVR 27 Spotlight: Proxy Browser • A proxy browser uses a server to either render a page before shipping it to the client (Opera mini), optimize assets on a server before shipping it to the browser for rendering (Chrome). • Proxy browsers, designed to reduce payload and bandwidth requirements, represent 5% of browser hits. • Africa generates 68% of the proxy browser traffic, over 9x the size of the next largest continent, Asia. Proxy Browser Share Proxy Browser Share by Continent

Africa 68%

Asia 7%

Europe 3%

non-proxy proxy North America 1.0% browser browser 95% 5% Oceania 1.0%

South America 5%

% of Proxy Browser Traffic

Source: ScientiaMobile Source: ScientiaMobile

MOVR 28 Spotlight: Proxy Browser Share • Africa, the largest proxy browser generator, gets 67% from Opera Mini and 27% from Opera Turbo. • Chrome, with its proxy enabled, generates substantial traffic in S. America (79%).

1%

South America 79% 19% 0.4%

1% 2%

Oceania 83% 12% 2% 1%

1% 1.5%

North America 69% 21% 3% 4% 1%

1% Europe 16% 64% 10% 8% 1%

0.2%

Asia 19% 55% 1% 11% 14%

0.4%

Africa 67% 27% 2% 3%

Chrome Opera Mini Opera Turbo OviBrowser Puffin Silk UCWEB

Source: ScientiaMobile

MOVR 29 Hourly Trend by Form Factor - Global • Tablets (2.0x) have a higher peak usage than smartphones (1.6x). • Peak hours for both tablets and smartphones occur in the evening (21:00). • Desktops drop off in the evening and are clearly a work oriented tool.

Hourly Trend by Form Factor - Global 10% 2.0x desktop 9% average 8% feature

7%

smartphone

6% tablet 5%

4% 1.6x % of %of DailyHits 3% average

2%

1%

0% 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 Hour of Day

Source: ScientiaMobile

MOVR 30 Poland Compared to North America

31 Percent of Mobile Hits by Form Factor

• Poland has a low share of feature phone traffic, similar to N. America Form Factor • Poland’s smartphone traffic (51%) is lower than its N. American counterpart (66%), primarily because of Poland’s high tablet usage. 2% PL feature North America • Tablet traffic makes up 47% of mobile hits in Poland, 1% much higher than N. America (33%).

51% smartphone 66%

47% tablet 33%

% of Mobile Hits

Source: ScientiaMobile

MOVR 32 Whose Devices Drive Usage?

• Samsung (33%) holds the top spot in Poland. • Apple holds a clear leadership position for tablets with 64% of • Apple (15%), Sony (12%), Nokia (11%) and LG (11%) are all over traffic in Poland. the 10% threshold. • Samsung, with 20% of hits, is the second largest. • Unlike N. America, where Samsung and Apple, generate almost • Lenovo (6%), Asus (3%), and Microsoft hold the remaining top 5 80% of share, the Polish market has multiple strong positions. competitors. Smartphone Manufacturers Tablet Manufacturers

33% Samsung 28% 64% Apple 77% 15% Apple 20% 50% Samsung 9% Sony 12% 6% 0.7% LENOVO 0.3% Nokia 11% 3% 1.5% Asus 3% LG 11% 1.4% 7% Microsoft 3% HTC 5% 1.1% 3% Acer 0.5% 4% 0.9% Sony Ericsson 0.2% Sony 0.2% PL 2% 0.8% PL ALCATEL 0.0% 0.1% North America 1.4% Prestigio 0.6% North America ALCATEL 1.0% 0.0% 1.2% 0.4% Huawei 0.8% 0.1% % of Smartphone Hits % of Tablet Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 33 What Are The Top Models By Usage?

• Samsung SIII and iPhone 5S hold the #1 and #2 positions at • Apple holds the top 5 positions for tablets, with the iPad 2 as the 4%. most popular (15%) • Poland does not have a blockbuster smartphone with large • Samsung holds 4 of the top 10 positions. Its Galaxy Tab 2 10.1 share like N. America’s iPhone 5S or 5. holds 6th place with 5%. • Nokia Lumia 520 and M2 are the only devices not manufactured by Samsung or Apple in the top 10. Top Smartphones Top Tablets

4% 15% Samsung Galaxy S III 5% Apple iPad 2 21% 4% 11% Apple iPhone 5S 15% Apple iPad 4 14% 3% 11% Samsung Galaxy S4 6% Apple iPad Mini 13% 3% 10% Apple iPhone 5 12% Apple iPad Air 13% 3% 7% Apple iPhone 4S 7% Apple iPad 3 9% 2% 5% Nokia Lumia 520 0.2% Samsung Galaxy Tab 2 10.1 1% 2% 3% Plus 0.0% Apple iPad Mini Retina 4% 2% 2% 0.0% PL Samsung Galaxy Tab 2 7.0 1% PL 2% 2% Samsung Galaxy S5 5% North America Samsung Galaxy Tab 3 10.1 3G 1% North America 2% 2% Apple iPhone 4 3% Samsung Galaxy Tab 3 8.0 0% % of Smartphone Hits % of Tablet Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 34 Smartphone Market Share by Android Release 29% • Android (73%) has a larger share of Smartphone OS in 4.4 58% Poland, compared to N. America (48%). 4.1 22% • iOS has 14% of the Polish hits, much smaller than North 15% America (49%). 18% 4.2 6% • Windows Phone has a significant third place with 13%. 12% • Release 4.4 (29%) is the most popular Android release, 4.3 7% but the Polish market is more fragmented than N. PL 2.3 7% America, where 4.4 holds 58%. 5% North America 6% 4 6% % of Android Smartphone Hits Smartphone OS iOS Release 33% 73% 7.1 Android 28% 48% 31% 8.1 14% 28% iOS 49% 20% 8 25% Windows 13% Phone OS 7% 1.8% 7 PL PL 11% 0.5% North America 4% RIM OS North America 6.1 1.0% 4% % of Smartphone Hits % of iOS Smartphone Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 35 How Does Usage Vary During The Day?

• Desktop traffic in Poland drops significantly after work, with • Tablets have a more pronounced peak hour that is 2.0x the smartphones and tablets usage rising after work. average traffic. • Smartphones have a more constant usage, exhibiting a peak • Poland peaks in late afternoon, much earlier than most hour traffic that is 1.7x the average. countries. Hourly Usage by Form Factor - Poland 10% 1.7x 2.0x 9% average average 8% desktop

7%

6% feature

5% smartphone

4% % of %of DailyHits tablet 3%

2%

1%

0% 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 Local Time

Source: ScientiaMobile

MOVR 36 Mobile Network Operator Traffic

• For smartphones, 37% of hits traverse a mobile operator’s IP gateway, indicating that Wi-Fi usage is relatively high in Poland. • Tablets use the mobile network 24% of the time MNO Traffic by Form Factor MNO Traffic by Smartphone 100% 100% Manufacturer 10% 90% 24% 90% 37% 80% 80% 36% 38% 36% 36% 40% 37% 40% 45%

70% 63% 70%

60% 60% MNO

50% MNO 50% 90% 40% Non-MNO 40% Non- 76% MNO 30% 63% 30% 64% 62% 64% 64% 60% 63% 60% 55%

20% 37% 20%

10% 10%

0% 0% desktop feature smartphone tablet

Source: ScientiaMobile Source: ScientiaMobile

MOVR 37 Mobile Network Operator Traffic by Manufacturer

• Apple makes a larger share of T-Mobile’s traffic in Poland. • Likewise, Samsung has a larger share of the Play (P4) traffic. • Nokia has a larger share with Orange and Plus.

T-Mobile 3% 32% 4% 4% 1% 8% 4% 31% 10% 3%

0.5%

Plus (Polkomtel) 18% 3% 11% 2% 16% 10% 27% 10% 3%

Play (P4) 1% 17% 6% 11% 2% 9% 6% 36% 10% 3%

Orange 3% 19% 3% 7% 3% 14% 5% 31% 11% 4%

Alcatel Apple HTC LG Lenovo Nokia Other Samsung Sony SonyEricsson

Source: ScientiaMobile

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MOVR 41 About ScientiaMobile

• ScientiaMobile provides the industry’s most accurate and flexible device Disclaimer detection solution, helping customers deliver great web experiences • While ScientiaMobile, Inc. has used reasonable efforts and manage the increasingly fragmented mobile device ecosystem. accurately to prepare this report and the other data and ScientiaMobile sells WURFL, a constantly-updated repository that information here (together the "Report") from data it and its catalogues thousands of devices and their capabilities and provides affiliates have collected, this Report is made available to the access to them via range of API languages. The WURFL framework public on an "AS IS" basis without warranty of any kind. enables many organizations, including Fortune 500 companies, to SCIENTIAMOBILE, INC. AND ITS AFFILIATES MAKE NO effectively design and analyze web experiences for an ever-growing REPRESENTATION AND DISCLAIM ALL EXPRESS, IMPLIED range of smartphones, tablets, smart TVs and game consoles. AND STATUTORY WARRANTIES OF ANY KIND TO ANY • For more information about ScientiaMobile and its commercial RECIPIENT OF THIS REPORT OR ANY OTHER THIRD PARTY, products, please visit us at: www.scientiamobile.com INCLUDING ANY WARRANTIES OF ACCURACY, TIMELINESS, • WURFL.io offers a number of free tools for device detection and image COMPLETENESS, MERCHANTABILITY AND FITNESS FOR A tailoring. PARTICULAR PURPOSE. The Report is limited to data collected • To subscribe to MOVR, please visit us at from certain services offered by ScientiaMobile, Inc. and its www.scientiamobile.com/page/movr-mobile-overview-report affiliates -- a self-selected sample pool that may not reflect the greater internet user community – and consequently no • To speak to us about our products and licenses, please complete this conclusion should be drawn from this Report regarding the form at www.scientiamobile.com/license internet user base as a whole. The entire risk as to the quality (or • MOVR is the Copyright of ScientiaMobile, Inc and is made available lack thereof), completeness and your use of this Report is with under the terms of the Creative Commons Attribution-NonCommercial- you, the user of the Report. In no event will ScientiaMobile, Inc. NoDerivatives 4.0 International License. or its affiliates be liable for any direct, indirect, incidental, special, consequential, or other damages, including loss of profit, arising out of the use of this Report, even if advised of the possibility of such damages. • Any excerpts to, or use of this Report to reach new conclusions and/or analysis, should indicate ScientiaMobile, Inc. as its source, but derived conclusions and analyses generated from these Reports should be clearly attributed solely to their author.

MOVR 42