Qualcomm’s Batteryguru – and Branding

It is quite interesting to see how Qualcomm has emerged as a major player in the “processor market” and is trying to build themselves into a serious consumer brand. I used to think of them as a company doing modems and other chips that made phones talk wirelessly, known to insiders in the business but not anything a user cared about. Today, however, they are working hard on building themselves into a brand to rival Intel and AMD. At the center of this is their own line of ARM-based application processors, the Snapdragon. I can see some thinking quite similar to the old “Intel Inside” classic, and I would not be surprised to see the box or even body of a phone carrying a Snapdragon logo at some point in the future. A part of this branding exercise is the Snapdragon Batteryguru, an application I recently stumbled on in the Google Play store.

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Buying High Technology

Selling and marketing high technology is what I do for a living. My counterpart is the customer or buyer, and I help design, build, explain, an market these products.  In this role, I am most usually the expert on the domain, helping potential customers understand what we sell and why it will help them.  Both at the high-level value proposition and the details behind it.  Some people focus most of the their energy on the high-level value proposition, but I feel that youoften need a bit detail backing that as well.

I recently had the enlightening experience of being on the buying side instead, experiencing the transition from high-level value proposition to low-level details.  It struck me as being quite similar to what the customers for our virtual platforms would experience when coming in new to the field.

I bought a camera.

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