Attaching the "Snapdragon" label exclusively to Qualcomm's system-on-a-chip (SoC) doesn't do the technology justice, the company said yesterday. It's a word that Qualcomm Technologies has embraced over the years with our Snapdragon brand, or as we say - our Qualcomm Snapdragon processor. The branding "Snapdragon" came to be associated with the word "processor" over the years, but is actually an inadequate representation of what the technology is. The word "platform" will be termed as an explanation that combines key user experiences including great camera, connectivity, battery life, security, immersion. The lower-end/mid-range Snapdragon range will be called Qualcomm Mobile, and not Snapdragon.
Qualcomm's announced a major restructuring of its Snapdragon brand which is set to go into effect over the next couple of months.
Qualcomm thinks the new Snapdragon Mobile Platform is better able to represent the other associated technologies like RF Front End, Quick Charge, Aqstic audio DAC, fingerprint reading, and touch controllers.
You can find out more details about the change of name to the new Qualcomm Snapdragon Mobile Platform over at Qualcomm at the link below.
This is a more extreme version of something Qualcomm started doing in early 2015, when it got rid of its "Gobi" modem branding in favor of using "Snapdragon". The move will enable the company to better "articulate the value that we provide to a device manufacturer", Qualcomm vice president of product marketing Don McGuire said in a blog post. Some of the processors in the segment will be entirely booted from the Snapdragon lot, including the Snapdragon 200 arrangement, which will now be a segment of "Qualcomm Mobile Platform".
"Our goal is to create better clarity and expectations for our customers", he concluded. Instead of calling Snapdragon as the "Snapdragon processor", it will be simply called as the "Qualcomm Snapdragon Mobile Platform". That offers a surge of nearly 30% in area efficiency, a 27% performance boost, and a 40% decline in power consumption.
Well, all hail the new Snapdragon Platform. It's important to note that its hardware isn't going to change - the Snapdragon 835 will still be a mobile processor in the Snapdragon family.