2. Mobile Life: Global Technology Insights is the TNS Technology Sector annual report on the global mobile phone market. What is it?

4. Critical new insights for 2011 What role will tablets play in consumer device interplay? Where are mobile content brands capturing brand equity from in the ecosystem? Which niche products and services are best positioned for future growth? What role does the Operating System play in consumer decision making? Which digital behaviours will make the quickest transition into the mobile world? Deep dives into mobile finance and social networking

6. The duopoly is dead – long live the ecosystem! Content brands are taking equity share from handset and network brands, representing a shift in consumer perceptions of value and utility

7. The balance of power in the ecosystem continues to shift away from handsets and networks Section E: Conversion model Bases: All mobile users 22319 29777 2010 2011 Share of commitment to brand by category Please note: Content brands include all third party content on the mobile, from Amazon and eBay through to Facebook and Twitter Handset brands Network brands Content brands

8. Content & apps gain relevance as markets mature As markets mature, content and apps, along with OS gain relevance. Offers must become more holistic to align with the development of the mobile users

9. Content brands gain strength as markets mature. In emerging economies however, network and handset brands dominate Emerging Tier 1 Mature Market Emerging Tier 2 Section E: Conversion model Bases: All mobile users 10156 8013 11464 Share of commitment to brand by category

10. Decision making in mature markets is increasingly influenced by content and app offers, OS, and functional options such as input method & phone look and feel A13c: Important factors in product decision making Bases: All mobile users 10183 8024 11570 Mature Emerging Tier 1 Emerging Tier 2 Important factors in product decision making

12. Content: The study contains detailed information across a multitude of topic areas Market understanding Consumer profiling across markets Source of purchases Touchpoint evaluation Purchase triggers Payment plans Drivers of purchase Spend Usage Feature and service use, frequency of use, future demand Deep dives into social and financial services Financial and social networking deep dives Network and handset brand used Future growth potential Brand Understanding of brand value across entire mobile ecosystem Brand commitment measurement Brand preference Openness to competitor brands Brand awareness and profiling Brand collaboration opportunities Convergence Usage and desire for multi-play Digital segmentation Interplay of messaging services Drivers of tablet purchase Mobile vs. laptop vs. tablet Ownership of technology services and devices TNS GTI 2011 Study

14. Packages All data and deliverables are owned by TNS and may be shared internally by the purchasing client. The study information may not released into the public domain or shared with other agencies or third parties without the written permission of TNS. TNS reserves the right to publish up to 10% of the information in this study. Dutch report – c. 70 slides Dutch package Dutch data tables – one set comparing local dutch results to regional and global numbers, as well as demographic and consumer breaks Regional or country reports/tables Other countries or regional packages Deliverable Description Global package Global report – c.70 slides with country-level data in appendix Global data tables – one set with regional and country break, one set with demographic and consumer group breaks iClick online reporting system – allows data to be cut simply and charts to be produced in an online tool SPSS file – for more detailed data interrogation Presentation – bespoke to your needs