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Strategies & Market Trends : Gorilla and King Portfolio Candidates -- Ignore unavailable to you. Want to Upgrade?

To: marketing1 who wrote (29618)	8/8/2000 8:30:00 AM
From: Seeker of Truth	Respond to of 54805

Why not send your email to human resources of Qualcomm? You and your family will just love living in California!

To: marketing1 who wrote (29618)	8/8/2000 9:41:15 AM
From: sditto	Respond to of 54805

Thanks for the marketing insight. This is another great example of how companies must continue to play the full Gorilla Game game - it doesn't just unfold once you develop a DI or have some success in establishing your architecture. I'm curious to learn if you've read Crossing the Chasm, Inside the Tornado, or Living On The Fault Line. Each contains a number of specific recommendations for marketing which like the other components of Gorilla Game strategy often change in importance or require reversals in strategy at each step in the technology adoption life cycle. I'd be interested in learning your thoughts on how Moore's recommendations align with QCOM and Spinco's current situation. I'd also encourage you to send your thoughts to QCOM. I recently did the same for SNDK (who makes QCOM look like marketing geniuses) Message 14107582 and received a nice reply back (but with no job offer to move to CA). <vbg>

To: marketing1 who wrote (29618)	8/8/2000 12:42:21 PM
From: Thomas Mercer-Hursh	Read Replies (2) \| Respond to of 54805

I suspect a basic marketing flaw needs to be addressed and shifted to speed this gorilla on its way! Mr & Mrs. USA Mainstreet are living happily in total ignorance. All they know is they had analog and now they have digital and the pricing plans are better. For the most part, they don’t know that TDMA, GSM or CDMA even exist. While we have had our proponents of QCOM Inside on this board, which may or may not create some draw from the ultimate consumers, QCOMs real customers are not the end-users, but the network and handset companies. Much of the time the consumer not only has no knowledge of what technology is being used, but it may even be difficult for him or her to find out since the only clue is buried in one paragraph of the handset manual. I don't know that there is anything wrong with that since the consumer is interested in quality and services, not how those are accomplished. I don't think QCOM has any problem with market awareness among those who are its real customers and prospects.

To: marketing1 who wrote (29618)	8/8/2000 2:31:44 PM
From: Uncle Frank	Read Replies (1) \| Respond to of 54805

MarketingOne, your cool post on Qcom marketing possibilities was selected as a Cool Post of the Day! Considering that it was only your 5th post, you have a fantastic CBA (Coolness Batting Average). Congratulations, and thanks for bringing honor to the G&K thread!!! uf

To: marketing1 who wrote (29618)	8/8/2000 4:24:23 PM
From: y2kate	Read Replies (1) \| Respond to of 54805

Hi Marketing, Thanks for an excellent post. I think this conversation is extremely important, and it's about time. Those who believe Qualcomm doesn't need to focus on marketing "because the end users aren't their real customers" have controlled this dialogue until now. Cisco, Microsoft, Intel- all knew they had to reach the end user through marketing, an essential element in building a collossus. The consumer will catch on even if they don't fully understand the technology- they know that "Intel is inside", and they feel good about it. Qualcomm's message needs to be simply distilled, then repeatedly and boldly communicated as you suggest.

To: marketing1 who wrote (29618)	8/8/2000 5:07:51 PM
From: Keith Feral	Read Replies (2) \| Respond to of 54805

What a great post. Unfortunately, I disagree with everything you said!! <gg> First of all, I think that QCOM has put together one of the most impressive marketing campaigns of any company in the past ten years except for bigger gorillas like Microsoft. Now, I would like to say why it is time to fire everyone that is not tied into the direct sales channel between QCOM and it's licensees. I'm not sure that it is QCOM's job to spend money on marketing at all. I know that I risk sounding naive, but QCOM's technology should be marketed by it's customers like Lucent, Sprint PCS, Nortel, Motorola, KDDI, Sk Telecom and other members of the CDMA Developemnt group that are engaged in selling products through the wireless distribution channel. Why should QCOM shareholders suffer a bloated and unnecessary marketing budget? I would be pissed if QCOM started spending a lot of money on stupid and expensive commericials like The Balcony. Now that QCOM is truly an equipment supplier to the telecomm community at large, they should not be responsible for picking up the bill for marketing Nokia's phones. It is a beautiful situation for QCOM which could even argue that marketing is a conflict of interest. What phone would QCOM decide to put on a marketing banner? Further, I doubt if any one would ever pick up on a picture of QCOM's ASICS. Marketing for QCOM should be squared at their direct customers which include Motorola, Audiovox, Lucent, Nortel and other companies that are making cell phones and infrastructure equipment. A broad based marketing plan for QCOM would be a distastrous financial drain on QCOM's budget and bottom line. As the transition to 3G CDMA is a no brainer, I would love to see QCOM slash a couple thousand jobs to reduce their overhead expense at QCOM. Apart from the engineers and sales force, everyone needs to go. There is almost no need for anyone left in corporate except to count the royalty checks and invest them in Treasuries. The drag on QCOM's share price this year has been the direct result of underwhelming revenue and EPS growth from last years staggering improvement. Mostly, the weak revenue growth the direct result of QCOM's declining price of ASICS. Now that ASP's have improved for ASICS, unit growth should deliver much more favorable results for shareholders as the transition to 1Xrtt & GPS is complete. Also, the development of UMTS based WCDMA networks throughout Europe and Asia will greatly expand the opportunities for CDMA based products. QCOM has all the attention it needs. We just need to get through this last stretch in September to start benefiting from the much anticipated launch of new equipment for wireless internet services and GPS technologies. For the life of me, I still haven't figured out why QCOM has not found a single PC company in the US to start including wireless modems in their laptops. Also, it would be nice if PALM put together a wireless PDA for Verizon and Sprint. These are strategic no brainers. Call them marketing suggestions if you want. I don't think you need a support staff of marketing geeks to figure this out. Get someone over to Dell, Compaq, Gateway, IBM, and Apple. Don't let the guys come back until they get a contract with these companies. All the best!!

To: marketing1 who wrote (29618)	8/8/2000 6:46:53 PM
From: Ingenious	Respond to of 54805

I agree: Q is woefully short on marketing. Engineering driven companies only work until they are so successful that the competitors start coming out of the woodwork. For example, WCDMA, TD-CDMA, XX-CDMA, etc. is clear indication of this latter situation. Q needs to invent a campaign such as Q powered, Q Inside etc. the Q Bunny People, catchy slogans, blah blah. Also, IJ is smart but not a Larry Elison, Scott McNealy "take no prisoners" kind of leader. Qs customers are not getting the message because not everyone has a Q phone ( or wants one). Cell phone companies like Q customer base is essentially everyone times 2. Each person can have a CDMA phone, CDMA based car stereo w/ music on demand, a CDMA PDA, etc. To consider Nokia, Mot. their only customers is myopic. IMHO leland

To: marketing1 who wrote (29618)	8/8/2000 9:03:10 PM
From: WTMHouston	Respond to of 54805

My only memory of Q "consumer" marketing was the superbowl -- a couple years ago it seems. A lot of money and probably very little bang for the buck -- unless you count me remembering it as bang for the buck. <g> The lack of continued "consumer" marketing may be, at least partly, the result of fallout (or lack thereof depending on one's perspective) from the superbowl. Since they have QCom Stadium, they just need the San Diego CDMA's. Troy