Qualcomm has both money and the market, but I also want recognition

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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 the MIT Technology Review by Qualcomm Marketing Director Anand Chandrasekher. Qualcomm is practically the “Intel of the mobile world”, only without bright stickers on every smartphone, a catchy slogan and people in bright suits for clean rooms. And without that level of public recognition.

A company with billions of dollars in sales is hardly worth the whining 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 recognition is transformed into an influence on the consumer, and this, in turn, is an important argument in the sale of its processors to OEMs.

The good news for those of us who are following Qualcomm and how the company is trying to get out of the shadows is that the company seems ready to do boring, amazing and catchy things in order to increase its credibility. The company's performance at the current CES is a great example of the provocative slogan “Born Mobile”, presented by one of the worst gaming performances in the history of the show (Samsung Galaxy S4 shows do not take into account, as this was a separate performance). Here's a Verge slice of the madness that Qualcomm was doing at CES:

And unlike Intel, in which actors disguise themselves as engineers and dance, Qualcomm is trying 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 technological partner, and for obvious reasons: in consumer electronics, work behind the scenes is less profitable than selling goods to users. Qualcomm is stepping up its PR and marketing efforts in an attempt to take its place in the public mind, complementing them with a game of people's love for dragons (read “Game of Thrones”), but the company's approach still looks a little immature. But in media campaigns, misfires and malfunctions are always more fun than calculated and impeccable steps, so Qualcomm somehow gets its way, maybe a workaround.

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