Qualcomm thinks the term "processors" doesn't do justice to Snapdragon anymore; it wants to call it a "platform" instead.
Mobile chip manufacturer Qualcomm announced that it is positioning its prized product Snapdragon as a mobile platform, instead of the usual processor that consumers know. The new name Snapdragon Mobile Platform will apply to premium products, while entry level chips — the 200-tier ones — will fall under the new Qualcomm Mobile brand.
This move coincides with the upcoming releases of several mobile devices packing the latest Snapdragon 835 SoC (system on a chip) such as Samsung Galaxy S8 and OnePlus 5. As Qualcomm branches further beyond powering smartphones (it recently released its VR dev kit), the rebranding can be seen as an effort to position Qualcomm literally inside every mobile gadget and other devices.
Snapdragon Mobile Platform — What's In A Name?
Qualcomm said it is moving beyond processors to platforms on its official blog. According to the company, the term "microprocessor" is too limited a word to describe Qualcomm's Snapdragon technology and the solutions it brings to users.
Qualcomm emphasized that its Snapdragon is not merely a single microchip but an "anthology of technology, comprising hardware, software, and services" which the term "microprocessor" cannot capture anymore. Thus, Qualcomm wants to call Snapdragon a platform, or officially known as Qualcomm Snapdragon Mobile Platform.
Technically speaking, a platform is a "group of technologies that are used as a base upon which other applications, processes or technologies are developed." In other words, it is a system of components —not a single one — that runs your computer or mobile device.
While physically a system-on-a-chip (integrated CPU, GPU, DSP, and modem), Snapdragon as a platform supports several more devices such as RF Front End, Qualcomm Aqstic audio DAC, Wi-Fi, finger print technology, Qualcomm Quick Charge, and touch controllers. These devices work together with the SoC to deliver the complete user experience.
"The word 'platform' will be used to explain the combined key user experiences — camera, connectivity, battery life, security, immersion — that these essential technologies are designed to deliver," Qualcomm wrote.
Beyond 'Speeds And Feeds'
Qualcomm believes that this move is a "step in the right direction" for the company to fully demonstrate "beyond 'speeds and feeds'" or the true value of Snapdragon chip in the mobile computing world and semiconductor industry.
Qualcomm will attach the Snapdragon brand to its flagship and high-end products, while entry-level and high-volume solutions products — the 200-tier ones — will fall under the Qualcomm Mobile brand name. These names will hereon reflect all Qualcomm-powered devices such as smartphones, mobile PCs and servers, VR and AR headgears, drones, IP cameras, and automotive.
This conscious effort to differentiate its products is a marketing move for Qualcomm as the mobile industry and technology keeps getting better, faster and more varied.
