Scenes from the Uplinq Conference: How Qualcomm’s Strategy is Playing Out

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build the enabling technology. So we imagine the things that consumers want to do, and we build the enabling technologies.”

As for an “Intel inside” type branding campaign, Jacobs said Qualcomm would “try to amplify some of the buzz that gets created around” the knowledge that savvy consumers aquire about the Snapdragon chips in their phone. But you’re not going to see Qualcomm do a “Qualcomm inside” campaign. “It’s always been my philosophy that if I have a dollar to spend, I spend it on engineering as opposed to advertising because I know what I get out of that for the most part,” Jacobs said. “It’s just been sort of the way the company has been.”

So with Microsoft developing Windows 8 for mobile, and the increasing prevalence of Qualcomm’s low-power ARM (Advanced RISC Machine) processors, will we ever see Qualcomm chips moving into laptops, desktops, and more conventional computing systems?

“We see that as a huge opportunity for us going forward, particularly with Microsoft putting big Windows onto the ARM platform,” Jacobs said. “What consumers are going to see out of this are very, very aggressive form factors.” Devices will become much thinner and lighter, with better battery life, he predicted, and they will be always on and always connected. ” There are companies that have talked about ARM-based server chips and all that kind of stuff. Once it gets started, I think the sky’s the limit.”

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Bruce V. Bigelow was the editor of Xconomy San Diego from 2008 to 2018. Read more about his life and work here. Follow @bvbigelow

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