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Technology Stocks : Qualcomm Moderated Thread - please read rules before posting -- Ignore unavailable to you. Want to Upgrade?

To: lml who wrote (90207)	3/11/2010 2:12:03 PM
From: engineer	3 Recommendations Respond to of 197211

I agree with lml.... Paul is hte one who came up with the handset branding. At the time, the brand was very solid. People would rather have a qualcomm phone at Verizon than others at the time. Qualcomm dropped out of hte handset business so that they would not compete with their customers, a very valued and wise decision at the time. grow the handset business in chips and royaties and allow the branding and direct sales to drop away. Better to have a 50-75% margin business than the 20-25% margin handset business. It was made very wisely. now thye are faced with an entirely differnt type of bradning. intel inside only means that the PC or laptop has na Intel chipset in it. Intel has never made end products. So qualcomm did and does have provisions for "qualcomm inside" in all their products. To drive that brand as they go into data devices IMHO would be a good thing, but then it will cost a few 10's of Millions to get that. Also takes years to establish a brand. I think it would be good to build a branded division for Snapdragon and build hte brand for "Qualcomm powered" as a slogan. Just my recollection of hisotry...

To: lml who wrote (90207)	3/11/2010 5:51:13 PM
From: Rich Bloem	1 Recommendation Read Replies (1) \| Respond to of 197211

lml, I don't disagree with your points. If and when Q has plans to address the consumer market with products, then it will become necessary to create a strong brand. I don't see anything in the pipes that markets to the end consumer. The closest thing would be MediaFlo and Mirasol displays. MediaFlo is branded by the carriers and so the name is meaningless to the consumers. And, if there is any plans for such products then it should be broken out into a subsidiary under a different brand name in order not to alienate the provider market. Mirasol is a product that could create an awareness with consumers and I could certainly see the benefits of a branding effort for that. It would be nice if we could see consumers flock to the carriers saying "I don't know which phone I want but I do want one with a Mirasol display". Intel was successful branding their name for different reasons. They didn't have an existing ecosystem and didn't have to devise methods to be accepted into that ecosystem. They were at the fore front of the market and heads and shoulders above anybody else. Their name served them well once potential competitors came to the market. It was comforting to know that your computer had Intel Inside.