Qualcomm Wants Move ‘Beyond Processors to Platforms’

Posted by at 6:49 am on March 17, 2017

Qualcomm is rebranding the Snapdragon name as a “platform” that encompasses not just the processor but all of the company’s other technologies that work with the SoC.

The move will enable the company to better “articulate the value that we provide to a device manufacturer,” Qualcomm vice president of product marketing Don McGuire said in a blog post.

Describing Snapdragon as a platform will put more focus on the experiences the company’s technology delivers for users rather than on the technology itself.

In this “platform” system, Qualcomm will only use the Snapdragon name for premium offerings. Lower-end processors, such as the Snapdragon 200 series, will now be marketed under another new brand name: Qualcomm Mobile.

The rebranding moves are part of a larger package of changes and updates Qualcomm plans to roll out over the coming months, McGuire said.

Qualcomm wants reposition its product brands to “best articulate the value of our technology and products for our customers and their end users,” McGuire noted.

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