Qualcomm Harnesses AI and Community Building to Enrich Brand Experiences in India
In a market where premium smartphones are on the rise, Qualcomm is making significant strides with innovative approaches to technology and community engagement. With a focus on artificial intelligence (AI), the chipmaker is aiming to create immersive brand experiences for consumers in India, a country that is fast becoming the world’s largest smartphone market.
Marketing Complex Technology with Snapdragon
At the heart of Qualcomm’s strategy is its Snapdragon processors. Don McGuire, Senior Vice President and Chief Marketing Officer, spoke about how the company has navigated the challenge of marketing this advanced technology to a broad audience. Snapdragon processors power over 3 billion devices worldwide, including smartphones, PCs, extended reality (XR) devices, and connected cars. “Consumers now recognize the power of Snapdragon in delivering experiences across devices,” McGuire said.
Qualcomm’s journey to make Snapdragon a household name wasn’t straightforward. A few years ago, many consumers were unaware of the technology that fueled their devices. As digital literacy and decision-making became more critical, Qualcomm increased its investment in building brand awareness for Snapdragon. This effort has paid off, as awareness of Snapdragon is now twice as high as the competitive average and continues to grow.
Building on this momentum, Qualcomm is now shifting focus from just awareness to driving brand affinity and converting consumers into advocates. The company’s marketing efforts for 2024 are directed toward leveraging brand partnerships and building community through the Snapdragon Insiders program. These initiatives aim to further bolster the Snapdragon brand and drive business growth significantly.
Meeting the Demand for Premium Experiences in India
India has always been a vital market for Qualcomm. The company has been instrumental in driving the adoption of wireless technology in India for nearly three decades. Looking ahead, Qualcomm is committed to bringing cutting-edge innovations to this market, with a significant emphasis on AI.
With the launch of Snapdragon 8 Gen 3, Qualcomm has introduced AI to smartphones, offering unparalleled performance and connectivity. The company plans to diversify its portfolio by integrating AI into a wide range of devices, including smartphones, XR, PCs, automotive, and IoT. “We remain at the forefront of innovation, advancing on-device AI to transform how users interact with their devices,” McGuire noted.
A Glimpse into the Indian Consumer’s Preferences
One of the most compelling insights about the Indian market is the consumer’s increasing inclination toward premium technology. According to Indian analyst firm CMR, about 65% of Gen Z smartphone users are aware of AI-powered devices, and 83% recognize the chipset as a critical component of their devices. Indian consumers prioritize value and are willing to invest more in products that promise high-quality experiences.
Snapdragon’s brand presence in India is robust, featured in numerous devices, and enjoys high recall and value among tech enthusiasts. The company has also cultivated a dedicated community called Snapdragon Insiders, bringing together creators, gamers, and tech enthusiasts to foster a closer relationship with the brand. This initiative has helped Snapdragon solidify its position as a leader in India’s premium smartphone market.
The Impact of AI on Marketing Strategies
AI is playing a transformative role in marketing. New AI tools help marketers automate mundane tasks, freeing them up to focus more on strategy. With the vast amounts of data available today, AI-driven analytical tools can improve personalization strategies, giving marketers detailed insights to create more efficient campaigns and content. “AI will soon become less prompted and more anticipatory, unlocking its true potential,” McGuire added.
Creating Technology-Driven Brand Experiences
The use of technology to enhance brand experiences is at the core of Qualcomm’s partnerships. A good example is their collaboration with the Mercedes-AMG PETRONAS F1 Team. They created a first-of-its-kind virtual reality (VR) fan experience called the ‘VIP Garage Tour.’ Typically, an F1 garage is an exclusive space, but Qualcomm democratized it for Mercedes fans attending Formula One races. Lewis Hamilton acted as the virtual tour guide, offering behind-the-scenes access to the team’s garage, car, and engineering lab.
These immersive experiences not only deepen fan engagement but also align the Snapdragon brand with the passion and excitement of Formula One. Qualcomm aims to bring more of these technology-driven experiences to the market, further integrating innovation into its brand partnerships.
With its focus on AI and community building, Qualcomm is well-positioned to captivate the Indian market, offering consumers premium experiences that are backed by cutting-edge technology and meaningful engagement.
also read:How to Run Windows Games on Arm Laptops without Porting? Qualcomm’s Revolutionary Approach
Mehek 
Deepika