Qualcomm is looking to change the way the industry thinks about its Snapdragon line, on Thursday introducing a new naming structure that will refer to the products as “platforms” rather than just “processors.”
According to Qualcomm, the decision to shift its branding strategy comes as Snapdragon expands to encompass more than just compute technology. In particular, Qualcomm pointed out its Snapdragon line includes not only RF Front End components, but also the company’s Quick Charge technology, Aqstic audio DAC, WiFi, touch controllers, and fingerprint technology. Thus, the company said the word “processor” is no longer an adequate representation of what Snapdragon actually is.
“In truth, 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, comprising hardware, software, and services that are not fully captured in a word like ‘processor,’” Qualcomm VP of Product Marketing Don McGuire wrote in a blog post. “That is why Qualcomm Technologies is refining our terminology by referring to Snapdragon as a ‘platform’ instead of a processor.”
McGuire argued the use of the world “platform” will help Qualcomm better convey the value the company offers to device manufacturers and better explain the combined key user experiences across camera, connectivity, battery life, security, immersion, and more.
Going forward, McGuire said Qualcomm will only bestow the Snapdragon name on its premium mobile platforms; lower level products in the 200 tier will shift to a new Qualcomm Mobile moniker. Here McGuire said the change will differentiate its entry-level solutions from premium platforms.
“Our goal is to create better clarity and expectations for our customers,” he concluded. “As we expand our presence outside of mobile, we want our nomenclature to reflect all the places we’re making a difference, from mobile PCs and servers, to automotive, IP cameras, drones, VR/AR headsets, and beyond.”
