Qualcomm counter-offensive reminds NY Times readers who put the ‘smart’ in smartphone

Qualcomm is the first known patent licensor to tout its invention prowess in a New York Times ad directed at the business community. 

One of the world’s most successful licensing businesses reminded Times readers – in a sparsely worded, full-page ad that ran in the business section on July 17 – that it “invented the essential technologies that make your smartphone so indispensable.”

“”You know how you’re in love with your smartphone?,” ran the headline in big block letters. “That’s just the beginning.”

Fighting Back

The ad is a brilliant counter offensive move – one that has been much needed among patent licensors. It reminds diverse audiences, including the public, lawmakers and the courts, as well as its and other shareholders, that Qualcomm technology is ubiquitous.

Its inventions may currently appear most dramatically in smartphones but will soon be almost everywhere through IoT, as Qualcomm “leads the world to 5G [technology]”.

Qualcomm’s $23.5 billion in 2016 revenue was driven primarily by patent licensing.

This exercise in self-promotion, sadly, is necessary to remind audiences that inventions matter, and that Apple, Samsung, et al. simply do not have all of the innovation they need to sell products.

If licensees are not going to pay fairly for inventions that make their products special, licensors, like Qualcomm, will remind audiences about the technology that does.

Qualcomm can use the positive visibility. In January, the Federal Trade Commission filed a lawsuit against Qualcomm, accusing the company of using anticompetitive tactics to maintain its monopoly on a key semiconductor used in mobile phones.

“We put the ‘smart’ in smartphones.”

Days later, Apple, Qualcomm’s longtime partner, sued the company over what it said was $1 billion in withheld rebates. In the lawsuit, filed in Federal District Court for the Southern District of California, in San Diego (where Qualcomm’s HQ is located), Apple said the money had been promised in conjunction with an agreement not to buy chips from other suppliers or to divulge Qualcomm’s intellectual property licensing practices.

Invention Credit

The Times ad concludes with the url: qualcomm.com/weinvent. It leads to a thoughtful one-minute video that essentially says: “We’re not the name you think of when you think of smart phones, but we put the ‘smart’ in them.”

The Qualcomm ad reminds the world that Apple and other handset makers would not be what they are without Qualcomm inventions – which is true enough.

“Qualcomm – Why you love your smart phone.”

Go here to see a web version of the print ad.

Image source: qualcomm.com; nytimes.com

 

About Bruce Berman

Independent IP observer, adviser and author.

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