InMobi: Indonesian Mobile Ads Market Doubles, Nokia Maintains Power

InMobi, ad service provider specialist for mobile is reporting about Indonesian market in the second quarter (Q2) of 2012. Between March to May 2012, the number of mobile ads in Indonesia reaches 99% compared to the same period in the previous year. Total ad impression in Indonesia reaches 27 billion in that period. Of that total impression, 22% comes from the smartphones which impression growth reaches 123% - larger that the growth of impression on other feature phone that “only” reaches 93%.

Nokia (which is still based on S40 or Symbian) still win Indonesian market with total ad impression of 56%. That number falls rather than last year. Most used cell phone (to do the impression) is Nokia X2-01 with 4.6% while the top five for each type is still conquered by Nokia. This number is not much different with the report from Opera on Indonesian market.

Android, even though still low on number but managed to score significant growth with 9.7% impression. Biggest contributors for Android based cell phone are Samsung and Sony (once Sony Ericsson). Meanwhile, BlackBerry and iPhone only have the impression of 4% and 3% each. It’s pretty surprising, considering BlackBerry is still the most popular smartphone in Indonesia. My guess is, considering that this ad impression is based on the access to website through mobile browser, this means that many BlackBerry users are not using their cell phones for browsing

Phalgun Raju, Regional Director and General Manager of InMobi for Southeast Asia, Hong Kong and Taiwan, said in a press release, “Indonesia keeps on showing high growth as one of the mobile-centric markets in this region. Smartphone adoption will continue in speed – with Android leading – making it easier for brands to be more creative and increasing the opportunity to cooperate with its customers.”

Phalgun explained furthermore that, “With the impression reaching almost 27 billion served by InMobi for a period that ended in May 2012, this places us as the biggest independent mobile ad network in Indonesia.” One of the reasons why InMobi’s impression is so big is its cooperation with Detikcom. Besides InMobi, the focuses of mobile advertising are AdMob (owned by Google) and BuzzCity.

This number certainly is not definite for the total of handsets circulating in Indonesia. But at least this data gives the information on newest mobile market marketshare situation and how market player embraces the customer optimally.