WIRELESS AND MOBILE NEWS

Symbian phones were the best performers followed by iPhone, Windows Mobile, Feature Phones and Android in the Smaato Mobile Advertising Metrics. BlackBerry came in last. The Smaato Metrics show Click Through Rate (CTR) Index by handset operating system

"The Smaato Metrics provide key findings for the mobile advertising market: The performance of iPhone and iPod touch over the Android platform handsets is twice as good in regards to response rates (CTR). In regards to CTR, Symbian phones perform best and show twice as good performance over Feature Phones."

Symbian phones perform two times better than featured phones on a worldwide basis and iPhone CTRs are also two times better than Android phone CTR according to the Smaato Index. Surprisingly, BlackBerry devices are producing a very low CTR in comparison; this is most likely due to the business character of the devices by RIM.

Windows Phone Handsets perform above the average indexed at 100 placing the number four smartphone handset operating system according to latest Canalys number (Q3, 2009 - see below) also in third place for in the Smaato Index. The Index consists of the average CTR of all devices and this number is set to 100.

In addition, the Smaato Metrics show a comparison of mobile ad network fill rates worldwide and for the USA. These metrics are based upon 3 Billion ad requests served in the Smaato Network in December 2009.

Quattro Wireless (recently acquired by Apple) and Millennial Media are the top performing mobile ad networks in the USA according to the Smaato Metrics. Both ad networks performed equally with 83% fill rates for mobile publishers in the Smaato Network.

"The Smaato Metrics provide key findings for the mobile advertising market: The performance of iPhone and iPod touch over the Android platform handsets is twice as good in regards to response rates (CTR). In regards to CTR, Symbian phones perform best and show twice as good performance over Feature Phones." Ragnar Kruse, CEO of Smaato said.

"For mobile ad network performance, the Smaato Metrics show that the average worldwide fill rate is only 35%, which means that mobile publishers need multiple ad networks to monetize their inventory. Quattro Wireless and Millennial Media were the top performing ad networks in the US with a fill rate of 83% after optimization by Smaato - this demonstrated a very strong holiday season 2009 in Mobile Advertising," Ragnar continued.

Smaato released today also a new whitepaper for mobile publishers as a backgrounder on the current mobile advertising market and choices for publishers to maximize their mobile ROI. The whitepaper can be downloaded at www.smaato.com/whitepaper and portraits international trends & findings for mobile ad monetization.

The metrics are provided at: http://metrics.smaato.com