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Qualcomm Marketing

To accelerate 5G and next-generation wireless innovation by powering the connected intelligent edge with Qualcomm technologies in every device

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To accelerate 5G and next-generation wireless innovation by powering the connected intelligent edge with Qualcomm technologies in every device

Strengths

  • PORTFOLIO: Industry-leading IP portfolio with 140,000+ patents and patent applications in wireless technologies giving us market advantage
  • ECOSYSTEM: Extensive partner ecosystem spanning 300+ OEMs across mobile, automotive, IoT, and computing sectors driving broad market adoption
  • R&D: $7B+ annual R&D investment (22% of revenue) fueling next-gen innovation in 5G, AI, and edge computing technologies
  • DIVERSIFICATION: Successfully expanded beyond mobile into automotive ($1.5B automotive revenue in 2024) and IoT markets ($7.9B IoT revenue in 2024)
  • BRAND: Strong B2B technical reputation with 93% awareness among enterprise decision-makers in wireless technology space

Weaknesses

  • CONSUMER: Limited direct consumer brand awareness at 42% compared to Intel (87%) and Nvidia (64%) despite powering billions of devices
  • STORYTELLING: Technical-heavy messaging lacks emotional connection needed for broader audience engagement beyond engineering communities
  • INTEGRATION: Siloed marketing approaches across business units creating inconsistent brand experiences and messaging fragmentation
  • MEASUREMENT: Inadequate attribution models connecting marketing activities to revenue pipeline with only 31% of campaigns having clear ROI metrics
  • TALENT: Shortage of specialized digital marketing talent in emerging areas like AI content generation and predictive analytics

Opportunities

  • AI: Explosive growth in AI market (projected $407B by 2027) offers platform to position Qualcomm as the enabler of AI at the edge across all devices
  • XR: Emerging XR market projected to reach $105B by 2028 where Qualcomm can establish early leadership in powering immersive experiences
  • AUTOMOTIVE: Connected and autonomous vehicle market expanding at 22% CAGR presenting prime opportunity for Qualcomm Digital Chassis solutions
  • IOT: Industrial IoT adoption accelerating with 30B+ connected devices by 2027 needing Qualcomm's low-power, high-performance connectivity solutions
  • DATACENTERS: Edge computing growth creating new $87B market by 2026 for Qualcomm's AI-optimized processors beyond traditional mobile applications

Threats

  • COMPETITION: Intensifying competition from Nvidia, MediaTek and Apple in core markets with competitors investing heavily in marketing ($1.2B from Nvidia)
  • COMMODITIZATION: Risk of wireless technology commoditization with Chinese manufacturers undercutting prices by 15-30% in key growth markets
  • REGULATION: Increasing global regulatory scrutiny around 5G deployment and data privacy impacting go-to-market timelines and messaging strategy
  • PERCEPTION: Persistent industry perception as primarily a smartphone chip supplier despite 58% of revenue now coming from non-smartphone segments
  • FRAGMENTATION: Market fragmentation across IoT and emerging technologies making cohesive marketing messaging and campaign scaling challenging

Key Priorities

  • AI-DRIVEN POSITIONING: Unify marketing around Qualcomm as the essential AI-at-the-edge platform powering innovation across all connected devices
  • BRAND EVOLUTION: Transform technical B2B brand into a more emotionally resonant technology enabler that speaks to broader audiences and ecosystems
  • VERTICAL STORYTELLING: Create industry-specific marketing campaigns for automotive, IoT, and XR showcasing complete solutions beyond components
  • MEASUREMENT REVOLUTION: Implement advanced attribution models connecting marketing activities directly to sales pipeline and revenue outcomes
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To accelerate 5G and next-generation wireless innovation by powering the connected intelligent edge with Qualcomm technologies in every device

AI EDGE LEADERSHIP

Own the AI-at-the-edge narrative across all segments

  • POSITIONING: Launch unified 'AI Everywhere' global brand platform reaching 85% of target audience with 6+ impressions by quarter end
  • CONTENT: Develop 150+ pieces of AI-specific content demonstrating vertical applications with 35% engagement rate improvement
  • PERCEPTION: Increase AI leadership association from 34% to 55% among enterprise decision-makers through targeted thought leadership
  • EXPERIENCE: Deploy 3 immersive AI experience centers in key markets generating 1,500+ qualified enterprise customer demonstrations
BRAND EVOLUTION

Transform technical brand into technology enabler

  • AWARENESS: Increase consumer brand awareness from 42% to 55% through integrated 'Powered by Qualcomm' campaign across 12 markets
  • STORYTELLING: Produce 25 customer success story videos across vertical markets with 40% completion rate and 18% sharing rate
  • PERCEPTION: Shift 'mobile-only' perception by 15 percentage points through automotive and IoT vertical marketing initiatives
  • EMOTION: Increase emotional brand connection score from 36 to 48 through new purpose-driven messaging platform and campaigns
VERTICAL DOMINANCE

Create industry-specific marketing ecosystems

  • AUTOMOTIVE: Generate 1,200+ qualified leads for Digital Chassis platform with 22% conversion to sales pipeline opportunities
  • IOT: Launch industry-specific IoT solution campaigns for top 5 verticals increasing awareness by 30% and lead generation by 45%
  • XR: Establish Qualcomm as primary XR platform through partnership marketing with 85% of new device launches in Q2 2025
  • DEVELOPERS: Grow developer ecosystem by 30% to 260,000 active developers through targeted developer marketing programs
MEASUREMENT MASTERY

Connect all marketing directly to revenue impact

  • ATTRIBUTION: Implement multi-touch attribution model across all channels with 90% of marketing spend trackable to business outcomes
  • AI OPTIMIZATION: Deploy AI-powered campaign optimization tools across digital channels improving ROI by 25% on $120M spend
  • PIPELINE: Increase marketing-attributed sales pipeline by 35% through improved lead nurturing and conversion strategies
  • INSIGHTS: Create real-time marketing dashboard with 22 key performance indicators accessible to 100% of marketing leaders
METRICS
  • Brand Strength Index: 75 (base: 68)
  • Marketing Qualified Leads: 28,500 (15% above baseline)
  • Marketing-Attributed Revenue: $3.8B (+22% YoY)
VALUES
  • Innovation-driven culture
  • Global perspective and local execution
  • Customer-focused solutions
  • Partnership and collaboration
  • Sustainable technology development
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Align the learnings

Qualcomm Marketing Retrospective

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To accelerate 5G and next-generation wireless innovation by powering the connected intelligent edge with Qualcomm technologies in every device

What Went Well

  • DIVERSIFICATION: Automotive revenue grew 35% YoY to $1.5B, demonstrating successful expansion beyond traditional mobile markets
  • PARTNERSHIPS: Secured 15 new strategic partnerships with global automotive OEMs for Qualcomm Digital Chassis platform adoption
  • INNOVATION: Successfully launched Snapdragon 8 Gen 3 with 42% improved AI performance, driving premium Android device adoption
  • IOT: IoT segment revenue reached $7.9B, up 22% YoY, with connected intelligent edge solutions gaining traction in industrial applications
  • MARGIN: Improved gross margin by 2.4 percentage points to 58.7% through higher-value product mix and operational efficiencies

Not So Well

  • CHINA: Slower than expected recovery in China smartphone market with shipments down 8% affecting regional revenue targets
  • COMPETITION: Lost 3 percentage points of market share in mid-tier smartphone segment to MediaTek due to aggressive pricing strategies
  • PERCEPTION: Stock underperformed tech sector by 7% despite strong fundamentals due to persistent view as 'just a smartphone chip company'
  • MARKETING: Brand awareness campaigns showed only 5% improvement despite 22% increase in marketing spend due to fragmented messaging
  • ATTRIBUTION: Unable to clearly attribute $82M in marketing activities to specific business outcomes due to measurement gaps

Learnings

  • INTEGRATION: Cross-business unit marketing integration drives 34% higher engagement than siloed approach based on automotive campaign test
  • STORYTELLING: Customer success stories with quantified outcomes generated 3.8x higher engagement than technical specification content
  • CHANNELS: B2B social media marketing through LinkedIn and targeted digital platforms delivered 28% higher ROI than traditional trade shows
  • SEGMENTS: Vertical-specific messaging resonated 47% better than generic technology messaging across all channels and touch points
  • PERSONALIZATION: Personalized content journeys increased qualified lead conversion by 35% compared to standard marketing sequences

Action Items

  • UNIFICATION: Develop unified cross-segment brand platform and messaging architecture emphasizing AI-powered intelligent edge by Q3
  • MEASUREMENT: Implement comprehensive marketing attribution model connecting campaign activities to revenue outcomes across all segments
  • EXPERIENCE: Create immersive technology experience centers in 5 key global markets to demonstrate real-world applications beyond mobile
  • ENABLEMENT: Roll out global partner marketing enablement platform with AI-generated content tools to support 300+ ecosystem partners
  • TALENT: Recruit specialized talent in AI marketing, content automation, and advanced analytics to strengthen digital marketing capabilities
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To accelerate 5G and next-generation wireless innovation by powering the connected intelligent edge with Qualcomm technologies in every device

Strengths

  • TECHNOLOGY: Proprietary AI platforms with 5x better performance-per-watt metrics than competitors for on-device AI applications
  • INTEGRATION: Successfully integrated AI capabilities across entire product portfolio with 87% of solutions now featuring AI acceleration
  • ECOSYSTEM: Established AI developer ecosystem with 200,000+ developers using Qualcomm AI software tools and frameworks
  • DIFFERENTIATION: Clear AI positioning on low-power, high-performance edge computing versus cloud-centric competitors (87% less data transfer)
  • EXPERTISE: 1,200+ AI researchers and engineers developing proprietary neural processing solutions optimized for mobile and edge environments

Weaknesses

  • AWARENESS: Only 34% of enterprise decision-makers associate Qualcomm with AI leadership compared to 78% for Nvidia and 65% for Google
  • MESSAGING: Complex technical AI messaging fails to translate benefits to business outcomes for non-technical stakeholders and media
  • CONTENT: Limited AI-focused marketing content with only 22% of campaigns highlighting AI capabilities as primary value proposition
  • TOOLS: Marketing tech stack lacks advanced AI capabilities with only 28% of teams utilizing AI tools for campaign optimization and personalization
  • SEGMENTATION: Insufficient audience segmentation for AI messaging with 65% of communications using generic messaging across all segments

Opportunities

  • PERSONALIZATION: AI enables hyper-personalized marketing at scale with potential 37% improvement in engagement across digital channels
  • THOUGHT LEADERSHIP: Position as the definitive authority on AI at the edge through industry forum leadership and content marketing
  • DEMONSTRATION: Create immersive AI experience centers allowing partners and customers to experience Qualcomm AI solutions firsthand
  • PREDICTIVE: Implement AI-driven predictive analytics to optimize $480M annual marketing spend allocation with expected 22% efficiency gain
  • AUTOMATION: Deploy AI content creation tools to scale content production 4x while reducing production costs by 35% across global markets

Threats

  • PERCEPTION: Public perception of AI increasingly influenced by consumer-facing companies leaving B2B innovators like Qualcomm underrecognized
  • COMPETITION: Aggressive AI-focused marketing from Nvidia ($420M), Intel ($380M) and newer entrants creating market confusion
  • COMPLEXITY: Growing technical complexity of AI makes differentiation in marketing messaging increasingly challenging for non-technical audiences
  • PRIVACY: AI applications face increasing scrutiny around data privacy with 68% of consumers expressing concerns about on-device AI usage
  • FRAGMENTATION: Fragmented AI ecosystem standards complicating unified marketing messages across different vertical markets and applications

Key Priorities

  • AI ENABLEMENT: Transform marketing operations with AI tools for content creation, campaign optimization and customer journey personalization
  • EDGE NARRATIVE: Establish clear market leadership in 'AI at the edge' narrative connecting to real-world benefits for partners and end users
  • EXPERIENCE FOCUS: Create immersive, hands-on AI experience centers and digital demonstrations showcasing real-world Qualcomm AI applications
  • MEASUREMENT PRECISION: Implement AI-powered attribution to precisely measure marketing impact on revenue across complex B2B2C channels
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