高通淡看苹果三星专利之争

    购买这些智能手机的消费者是否知道里面装的是高通芯片，你关心这个问题吗？

    雅各布：我认为这在未来会更重要。现在我们希望消费者知道：如果他们买了骁龙（高通的智能手机芯片系列），将拥有更好的性能、更低的能耗和更加一体化的功能。我们正在努力把所有这些特性都融入一片芯片之中，我们需要某种方式建立与人的情感联系。我们正在推进这项工作，最近已经聘请了一位新的首席营销官（这位新高管是英特尔移动业务前负责人阿南德•钱德拉赛卡尔）。

    那么我们很快就会看到“Qualcomm Inside”的推广活动了？

    雅各布：肯定不是“Qualcomm Inside”（“Intel Inside”广告几乎家喻户晓——译注）。我们会有自己的方式。我们是一家典型的工程设计公司，不善于营销投资。但在美国以外的很多市场早就在这么做了。在很多新兴市场，人们确实希望拥有高通品牌。

    译者：早稻米

    Do you care if consumers who are buying these smartphones know that there's a Qualcomm chip inside?

    Jacobs: I think it will matter more in the future. What you want is for them to know is that if they buy a Snapdragon [Qualcomm's line of smartphone processors] it's going to have better performance, better power consumption and more integration of functionality. All these attributes that we're trying to cram into a chip, we need some way of creating an emotional connection to people. And so we're in the process of going through that work and we recently hired a new chief marketing officer [the new exec is the former head of Intel's mobile group, Anand Chandrasekher].

    So will we see "Qualcomm Inside" campaigns soon?

    Jacobs: Not "Qualcomm Inside." We'll have our own thing. We're so much an engineering company so it's hard for us to spend the money on marketing. But it's already happened a lot overseas. In many of the emerging markets, people really want to have the Qualcomm brand.