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Industry updates on key mobile trendsWEEK ENDING 9/14/2012

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Mobile Trends Instagram this week rolled out a redesigned mobile photo page. The new pages look and feel more like the

Web-based photo pages, and make it easier for people to interact with pictures while outside of the Instagram app.– Once logged in, friends can like and comment directly on photos from a mobile Web browser, or transition seamlessly into

Instagram from the mobile photos page by clicking the new "open in app" button.

Apple announced the iPhone 5 on iOS 6 on Wednesday. Some of the key features include: the device is 18% thinner, has face tracking ability and can shoot still images while recording. There are many implications for marketers, some including: – A deeper Facebook integration for app developers to build authentication and Open Graph tie-ins.– A passport app for virtual loyalty cards. – Shared photo libraries and iCloud tabs for shared Safari browser tabs between devices.– But the greatest impact could result from Apple's new Maps app in iOS6, which replaces Google's long-standing default

positioning in that role. It includes satellite and flyover imagery among other things.

TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/14/2012

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Mobile Trends (cont.)

A new report from Ryan Partnership, “A Tectonic Shift in Shopping Behavior: Ryan Digital Retail Study 2012,” found that 21% of shoppers make more unplanned purchases because of shopping apps, making it a strong driver of incremental sales. Report highlights include: – 18% respondents have used mobile coupons in 2012, up from 5% in a previous report from 18 months ago.– 16% have used retailer texts, up from 5%. – 15% have used shopping apps, 14% bar code reader apps and 8% QR codes.– 4% agreed that retailer social media influenced their choice; 42% agreed products reviews had an influence and 40% agreed shopping

apps did.

Smartphones make up the overwhelming majority of mobile ad impressions, showing the opportunities available to marketers to target a smaller screen, according to a new study from Millennial Media. Additional report findings include: – Games remain the No. 1 application category by impressions year-over-year.– Apple leads the pack as the No. 1 manufacturer with 31% of impression share.– Android made up 46% of total impressions, showing how although the operating system has a large footprint, fragmentation is still a

problem.

TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/14/2012

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Mobile Trends (cont.) There is a new version of Google Wallet that supports mobile shopping by allowing users to quickly make purchases

from mobile commerce sites without entering lengthy credit card information. As part of its on-going efforts to refine the Google Wallet mobile payments app, Google also said it is discontinuing the Google Prepaid Card. – Last month, Google revamped its mobile wallet app to support all credit and debit cards, giving users the ability to tap and pay for in-

store purchases from these accounts. Google also released a cloud-based version of its Google Wallet app.– The new Google Wallet API extends these services to retailers, enabling them to add Google Wallet as a checkout option on their mobile

commerce and desktop sites.

TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/14/2012