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Qualcomm Technologies stops calling Snapdragon a processor, preferring ’platform’ to represent its solutions suite
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Qualcomm Technologies stops calling Snapdragon a processor, preferring ’platform’ to represent its solutions suite

Posted by Zenobia HegdeMarch 17, 2017

Over the coming months Qualcomm is to roll out changes and updates to its product brand positioning to better articulate the value of Qualcomm’s products.

Today, the company is rolling out the first of those updates around the Qualcomm Snapdragon brand positioning.

Specifically, Qualcomm is refining the terminology by now referring to Snapdragon as a “platform” instead of a “processor”. This, it says, enables the company to take its offerings beyond a single chip and instead better articulate all the services that it provides to a device manufacturer.

Additionally, from now on only premium platforms will retain the Snapdragon brand. Processors in the 200 tier products will fall under the new Qualcomm Mobile name.

Over the coming months, Qualcomm Technologies will roll out changes and updates to our product brand positioning to best articulate the value of our technology and products for our customers and their end users. One of the first updates is how we will apply the Qualcomm Snapdragon brand.

“In truth,“ says Qualcomm’s Don McGuire, “Snapdragon is more than a single component, a piece of silicon, or what many would misinterpret as the CPU; it’s an anthology of technology, composed of hardware, software, and services that are not fully captured in a word like ‘processor’. That is why Qualcomm Technologies is refining our terminology by referring to Snapdragon as a ‘platform’ instead of a processor.”

The Snapdragon platform is said to take Qualcomm offerings beyond a single chip. While the single processor form factor is truly a system-on-a-chip (SoC), housing custom technology like an integrated modem, CPU, GPU, and DSP, there is a more going on outside of the chip that is designed to ultimately support a wide variety of devices.

Technologies from the RF Front End — without which your mobile device wouldn’t be able to acquire a signal, make a phone call, or surf the web — to Qualcomm Quick Charge, the Qualcomm Aqstic audio DAC, Wi-Fi (802.11ac and 11ad), touch controllers, and finger print technology, are all engineered to work together with the SoC to deliver a superior and smooth user experience.

See Snapdragon blog on Monday.

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Zenobia Hegde

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