MOVR Mobile Overview Report October – December 2018 The first step in a great mobile experience TBD 2 3 Q3 2018 to Q4 2018 Comparisons Top Smartphones • New to the list this Top Smartphones Africa Asia Europe N. America Oceania S. America quarter is the Samsung Samsung Galaxy Grand Prime+ 3.82% 1.06% 0.10% 0.16% 0.37% 0.05% Galaxy A5 (2017). Apple iPhone 7 2.06% 4.06% 6.41% 7.66% 7.23% 3.33% Apple iPhone 7 Plus 1.50% 4.19% 2.12% 6.79% 6.05% 1.89% • Dropping off the list this Apple iPhone X 1.44% 5.55% 2.95% 6.95% 7.07% 1.58% quarter is the Samsung Samsung Galaxy J5 1.44% 1.04% 0.66% 0.18% 0.15% 2.29% Galaxy J7 Pro. Samsung Galaxy S7 Edge 1.42% 0.99% 1.99% 1.19% 1.70% 0.92% Apple iPhone 6 1.35% 1.95% 2.98% 3.53% 4.09% 2.42% • North America and Samsung Galaxy S8 1.32% 0.78% 3.26% 2.58% 3.96% 1.20% Oceania continue to be Apple iPhone 6S 1.18% 2.52% 4.76% 5.20% 5.75% 2.41% concentrated markets for Apple iPhone 8 Plus 1.17% 3.07% 2.36% 7.32% 8.05% 1.47% brands, with the top Samsung Galaxy J7 Prime 1.14% 4.38% 0.07% 0.42% 0.22% 3.76% smartphones accounting for 56.55% and 58.75% Apple iPhone 8 0.88% 2.32% 3.28% 5.18% 5.31% 1.31% respectively. Samsung Galaxy J7 2015 0.90% 1.76% 0.07% 0.53% 0.06% 1.78% Apple iPhone 6S Plus 0.77% 1.69% 0.79% 2.45% 2.59% 0.69% • This is a dramatic drop in Apple iPhone SE 0.36% 0.37% 2.69% 2.13% 1.46% 1.14% brand loyalty of 2.35% in Samsung Galaxy S7 1.02% 0.44% 2.64% 2.34% 3.33% 0.83% North America and Samsung Galaxy A5 (2017) 0.69% 0.58% 2.13% 0.50% 0.74% 0.54% 6.43% in Oceania since Samsung Galaxy J2 Prime 0.01% 0.00% 0.02% 0.63% 0.15% 3.31% Q3 2018. Samsung Galaxy J5 Prime 1.02% 0.43% 0.05% 0.18% 0.31% 2.93% Motorola Moto G (5) Plus 0.03% 0.04% 0.19% 0.39% 0.14% 2.51% Samsung Galaxy J7 (2016) 0.40% 1.44% 0.59% 0.23% 0.05% 2.31% Others 76.08% 61.34% 59.90% 43.45% 41.25% 61.34% MOVR Source: ScientiaMobile. Note: figures reflect percentage point (2018Q4) 5 Top Smartphone Trends (2018 Q4 vs. 2018 Q3) • North America saw all three of the largest adoption Top Smartphone Trends Africa Asia Europe N. America Oceania S. America trends with a 0.80% Samsung Galaxy Grand Prime+ 0.20% -0.08% 0.02% 0.05% 0.00% 0.01% increase in usage of the Apple iPhone 7 -0.69% -0.33% -0.52% -0.66% -1.58% 0.17% Apple iPhone 8, 0.72% Apple iPhone 7 Plus -0.54% 0.53% -0.29% -0.67% -1.87% 0.03% adoption of the Apple iPhone X, and a 0.63% increase in Apple iPhone X -0.27% -0.14% 0.21% 0.72% -0.79% 0.13% Apple iPhone 8 Plus usage. Samsung Galaxy J5 -0.18% -0.10% -0.14% -0.09% -0.04% -0.34% Samsung Galaxy S7 Edge -0.20% -0.20% -0.28% -0.27% -0.29% -0.07% • The Apple iPhone 8, Apple Apple iPhone 6 -0.64% -0.55% -0.29% -0.50% -0.08% -0.21% iPhone 8 Plus, and Samsung Samsung Galaxy S8 -0.10% -0.03% 0.00% -0.09% -0.34% -0.32% Galaxy Grand Prime+ had Apple iPhone 6S -0.69% -0.51% -0.59% -0.81% -0.90% 0.01% the most growth this Apple iPhone 8 Plus -0.35% 0.41% 0.10% 0.63% -0.44% 0.31% quarter. The Apple iPhone 8 had 1.10% growth, the Samsung Galaxy J7 Prime -0.07% -0.36% -0.02% -0.17% -0.07% -0.01% Apple iPhone 8 Plus had Apple iPhone 8 -0.32% -0.18% 0.32% 0.80% 0.27% 0.21% 0.66% growth, and the Samsung Galaxy J7 2015 -0.09% -0.25% -0.01% -0.16% -0.03% -0.32% Samsung Galaxy Grand Apple iPhone 6S Plus -0.36% 0.51% -0.13% -0.34% -0.25% 0.01% Prime+ had a 0.20% Apple iPhone SE -0.21% -0.20% -0.09% -0.20% -0.08% 0.04% increase. Samsung Galaxy S7 -0.11% -0.06% -0.22% -0.37% -0.40% 0.00% Samsung Galaxy A5 (2017) -0.09% 0.01% -0.11% -0.08% -0.02% -0.03% • Largest drop in usage is from the Apple iPhone 7, 6S, Samsung Galaxy J2 Prime 0.00% 0.00% 0.00% -0.09% 0.04% -0.52% and 7 Plus. Dropping by Samsung Galaxy J5 Prime -0.09% -0.04% 0.00% -0.10% -0.03% 0.12% 3.61%, 3.49%, and 2.81% Motorola Moto G (5) Plus -0.01% 0.00% -0.02% -0.18% 0.00% -0.11% respectively. Samsung Galaxy J7 (2016) -0.02% -0.04% -0.06% -0.08% -0.02% -0.33% Others 4.82% 1.63% 2.11% 2.65% 6.93% 1.23% MOVR Source: ScientiaMobile. Note: figures reflect percentage point change (2018Q4%-2018Q3%) 6 Top Tablets • The most significant market Top Tablets Africa Asia Europe N. America Oceania S. America share for tablets remains Samsung Galaxy Tab E 6.52% 2.10% 2.66% 1.68% 0.25% 4.52% with Apple’s iPad Airs, with Apple iPad 4 4.99% 3.86% 6.35% 6.79% 8.10% 6.15% the iPad Air 2 leading for the Apple iPad Air 2 4.29% 11.31% 11.12% 14.39% 13.78% 7.62% seventh quarter in a row. Samsung Galaxy Tab 3V 3G 4.08% 1.67% 0.06% 0.04% 0.24% 1.16% Apple iPad Air 4.06% 6.35% 9.65% 11.44% 10.55% 4.82% • The iPad Air 2 is the most popular tablet across almost Vodafone Tab Mini 7 3.49% 0.03% 0.10% 0.00% 0.01% 0.00% all continents with Africa Apple iPad 2017 3.04% 5.89% 6.53% 9.84% 11.23% 3.78% finding the Samsung Galaxy Apple iPad 2 2.71% 1.41% 2.55% 2.73% 2.73% 1.02% Tab E more popular this Samsung Galaxy Tab A 10.1 2.56% 0.71% 6.43% 1.27% 1.88% 0.93% quarter. Apple iPad mini 2 2.14% 4.68% 3.90% 5.80% 4.53% 2.74% Apple iPad mini 4 0.98% 4.38% 2.19% 3.08% 3.38% 2.10% • The Northern American and Oceania tablet markets are Samsung Galaxy Tab 3 Lite 1.12% 4.29% 0.74% 0.83% 0.31% 3.92% much more concentrated Apple iPad 2018 1.33% 4.07% 3.03% 4.39% 4.87% 2.30% with the top tablets making Samsung Galaxy Tab A 7.0 LTE 1.78% 3.84% 0.11% 0.10% 0.10% 1.08% up 73.08% and 81.43% of Apple iPad mini 2.31% 3.43% 2.38% 2.85% 2.55% 1.15% the market respectively. Intel ECS TR10CS1 0.00% 0.00% 0.00% 0.03% 0.00% 4.35% Canaima TR10RS1 0.00% 0.00% 0.00% 0.00% 0.00% 3.55% • Joining the list this quarter is the Samsung Galaxy Tab A Apple iPad 3 1.92% 2.04% 2.35% 2.16% 2.23% 2.43% 7.0 LTE and Canaima Samsung Galaxy Tab A 9.7 2.25% 0.63% 2.78% 0.89% 1.28% 1.03% TR10RS1. Dropping off the Apple iPad Pro 9.7 1.50% 2.91% 1.70% 3.34% 2.34% 1.10% list this quarter is the Apple Samsung Galaxy Tab A 0.22% 1.09% 0.07% 1.42% 11.07% 0.97% iPad Pro 10.5 (2017), Other 48.70% 35.28% 35.31% 26.92% 18.57% 43.29% Samsung Galaxy Tab 4 10.1, and Samsung Galaxy Tab 4 7.0. MOVR Source: ScientiaMobile. Note: figures reflect percentage point (2018Q4) 7 Top Tablet Trends (2018 Q4 vs. 2018 Q3) • The largest growth Top Tablet Trends Africa Asia Europe N. America Oceania S. America (2.44%) comes from Samsung Galaxy Tab E 0.58% 0.03% 0.44% 0.05% 0.09% 0.35% Oceania’s increase in Apple iPad 4 1.48% -0.36% 0.53% 0.21% 0.32% 0.36% usage of the Apple iPad Apple iPad Air 2 -1.21% 1.11% -1.03% 0.43% -1.10% 0.49% 2018, the 2nd largest growth (2.16%) comes Samsung Galaxy Tab 3V 3G 0.85% -0.10% 0.01% 0.00% 0.12% -0.01% from Oceania’s usage or Apple iPad Air 0.21% -0.25% -0.27% 0.16% -0.33% -0.57% the Samsung Galaxy Tab Vodafone Tab Mini 7 0.14% 0.00% 0.00% 0.00% 0.00% 0.00% A. Apple iPad 2017 -0.94% 0.17% -0.27% -0.43% 0.88% 0.17% Apple iPad 2 0.75% -0.09% -0.16% -0.01% -1.15% -0.31% • Globally, the Apple iPad Samsung Galaxy Tab A 10.1 0.36% 0.07% 1.00% 0.04% 0.05% 0.22% 2018 had the most growth Apple iPad mini 2 -0.39% -0.16% -0.58% 0.02% -0.07% -2.26% in 2018 Q4 of all other Apple iPad mini 4 0.29% 0.29% -0.10% 0.02% 0.32% -0.07% tablets (9.45%).