Qualcomm has money and a market, but I also want recognition
Poor little Qualcomm: with a market capitalization of $ 100 billion, no one knows the name of the company. At least, this is the main message of today's article in MIT Technology Review, Qualcomm marketing director Anand Chandrasekher. Qualcomm is practically “Intel mobile world”, only without bright stickers on every smartphone, catchy slogan and people in bright suits for clean rooms. And without that level of public recognition.
Companies with billions in turnover are hardly worth whining about the fact that ordinary people do not pay enough attention to it, but Qualcomm has really important reasons to take care of its recognition. The fact is that brand awareness transforms into an influence on the consumer, and it, in turn, is an important argument when selling its processors to OEMs.
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The good news for those of us who follow Qualcomm and how the company is trying to get out of the shadows into the light, is that the company seems ready to do some boring, amazing and catchy things to increase its credibility. The performance of the company at the current CES is a great example of the perky slogan “Born Mobile”, represented by one of the worst gaming performances in the history of the show (the Samsung Galaxy S4 show is not taken into account, since it was a separate performance). Here's a verge thread of the insanity that Qualcomm created at CES:
And unlike Intel, whose actors dress up as engineers and dance, Qualcomm tries to make the engineers themselves "viral." Last year, the company attracted engineers to brainstorm the task of creating a viral video, which resulted in such videos, on which smartphones melt pieces of butter to demonstrate the heat dissipation of various mobile processors.
The problem is that no one else wants to be a quiet technology partner, and for obvious reasons: in consumer electronics, work behind the scenes is less profitable than selling goods to users. Qualcomm strengthens its PR and marketing efforts in an attempt to take its place in the public consciousness, complementing them with playing on people's love for dragons (read: “Game of Thrones”), but the company's approach still looks a bit immature. But in media campaigns, misfires and failures are always more fun than calculated and immaculate steps, so that Qualcomm somehow gets its way, maybe a detour.
Companies with billions in turnover are hardly worth whining about the fact that ordinary people do not pay enough attention to it, but Qualcomm has really important reasons to take care of its recognition. The fact is that brand awareness transforms into an influence on the consumer, and it, in turn, is an important argument when selling its processors to OEMs.
')
The good news for those of us who follow Qualcomm and how the company is trying to get out of the shadows into the light, is that the company seems ready to do some boring, amazing and catchy things to increase its credibility. The performance of the company at the current CES is a great example of the perky slogan “Born Mobile”, represented by one of the worst gaming performances in the history of the show (the Samsung Galaxy S4 show is not taken into account, since it was a separate performance). Here's a verge thread of the insanity that Qualcomm created at CES:
And unlike Intel, whose actors dress up as engineers and dance, Qualcomm tries to make the engineers themselves "viral." Last year, the company attracted engineers to brainstorm the task of creating a viral video, which resulted in such videos, on which smartphones melt pieces of butter to demonstrate the heat dissipation of various mobile processors.
The problem is that no one else wants to be a quiet technology partner, and for obvious reasons: in consumer electronics, work behind the scenes is less profitable than selling goods to users. Qualcomm strengthens its PR and marketing efforts in an attempt to take its place in the public consciousness, complementing them with playing on people's love for dragons (read: “Game of Thrones”), but the company's approach still looks a bit immature. But in media campaigns, misfires and failures are always more fun than calculated and immaculate steps, so that Qualcomm somehow gets its way, maybe a detour.
Source: https://habr.com/ru/post/174551/
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