高通淡看蘋果三星專利之爭

????購買這些智能手機的消費者是否知道里面裝的是高通芯片，你關心這個問題嗎？

????雅各布：我認為這在未來會更重要。現在我們希望消費者知道：如果他們買了驍龍（高通的智能手機芯片系列），將擁有更好的性能、更低的能耗和更加一體化的功能。我們正在努力把所有這些特性都融入一片芯片之中，我們需要某種方式建立與人的情感聯系。我們正在推進這項工作，最近已經聘請了一位新的首席營銷官（這位新高管是英特爾移動業務前負責人阿南德?錢德拉賽卡爾）。

????那么我們很快就會看到“Qualcomm Inside”的推廣活動了？

????雅各布：肯定不是“Qualcomm Inside”（“Intel Inside”廣告幾乎家喻戶曉——譯注）。我們會有自己的方式。我們是一家典型的工程設計公司，不善于營銷投資。但在美國以外的很多市場早就在這么做了。在很多新興市場，人們確實希望擁有高通品牌。

????譯者：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.