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Mavs AR Mobile Application Now Available Via Android Market

Qualcomm and Big PlayAR Team with the Dallas Mavericks to Launch Augmented Reality Application Unveiled at American Airlines Center During First Round of NBA Playoffs

– April 15, 2011 – Qualcomm Incorporated (NASDAQ: QCOM) and Big PlayAR are working with the Dallas Mavericks to add a unique twist to the NBA Playoffs by bringing game tickets to life through augmented reality (AR). Mavs AR, a game developed by Big PlayAR using augmented reality technology pioneered by Qualcomm, is now available for download in the Android Market. This marks the first commercial AR application released based on Qualcomm’s vision-based technology. Mavs AR is designed for Android-based smartphones and tablets, and creates a virtual basketball court in the palm of your hand. Fans attending the Mavs playoff games at American Airlines Center can point their smartphone or tablet running the Mavs AR application, at their ticket to play the game.

“Augmented reality is an exciting new feature for mobile devices and Qualcomm has developed technology that takes ordinary 2D surfaces, such as game tickets, and brings them to life with rich 3D graphics,” said Dr. Paul E. Jacobs, chairman and chief executive officer of Qualcomm. “We are pleased to work with Big PlayAR and the Dallas Mavericks to bring the first Qualcomm vision-based AR application to market and enrich the NBA Playoff experience for Mavs fans.”

As part of the launch, “AR Phone Zones” will be positioned throughout American Airlines Center during the Mavs’ first-round playoff series, beginning April 16th. At the AR Phone Zones, Mavs fans can learn more about and play the Mavs AR game. The Zones will also feature experts to demonstrate the Mavs AR application on the latest Android devices and a large-scale game ticket replica.

“Some of us still keep our tickets in scrap books, so imagine the fun of bringing your scrap book to life as well,” said John Robison, founder and president of Big PlayAR. “Big PlayAR is thrilled to be launching this Qualcomm-enabled technology with great names in entertainment like the Mavericks and Mark Cuban. This is only the beginning of a fun way to interact with fans, and I think they’re going to love it.”

“We are excited to bring this new, fun technology to our fans and add to the Playoff experience,” said Mavs owner Mark Cuban. “Augmented reality will allow our fans to become one of our players through the ticket. Using AR technology from Qualcomm, the app was designed by Big PlayAR specifically for the Mavs and is now available for download through the Android Market. We anticipate using this AR technology in future projects and expect to have all platforms supported.”

Leading device manufacturers are providing handsets and tablets based on Qualcomm’s Snapdragon™ processor for fans to use at the AR Phone Zones, including the Dell Streak 5, HTC Inspire™ 4G, HTC ThunderBolt™, and Sony Ericsson Xperia™ PLAY.

For more information about Qualcomm and Augmented Reality, please visit www.qualcomm.com/ar.
www.mavs.com/ar
www.bigplayar.com

About Dallas Mavericks
The Dallas Mavericks are part of the 30 team National Basketball Association (NBA). The club, which plays at American Airlines Center, began as an expansion franchise in 1980 and competes in the Southwest Division of the Western Conference. The team’s 2010-2011 record of 57-25 was the tenth consecutive season with more than 50 wins, which is the third longest streak in NBA history. In addition to on-court success, the Mavs are also committed to making a difference in North Texas through community outreach programs and the Dallas Mavericks Foundation. More information on the Dallas Mavericks and their community involvement can be found at mavs.com.

About Big PlayAR
Big PlayAR, Inc. was formed to bring the best Augmented Reality (“AR”) functionality available to the market by providing compelling interactive games allowing users and brands to Awaken the Mobile Device. The Big PlayAR business eco-system strives to integrate next generation CRM with AR for lead generation that grabs, retains and closes the marketing loop. It seeks to unite teams and fans, buyers and sellers, members and organizations and many others using the Big PlayAR games like Mavs AR. Look for more campaigns like the Mavs “BRING THE TICKET TO LIFE” from Big PlayAR as a part of its AWAKEN YOUR PHONE ™ program. For more information, visit us at the following websites:
www.BigPlayAR.com
www.facebook.com/bigplayar
www.twitter.com/bigplayar

About Qualcomm
Qualcomm Incorporated (NASDAQ: QCOM) is a world leader in 3G and next-generation mobile technologies. For more than 25 years, Qualcomm ideas and inventions have driven the evolution of wireless communications, connecting people more closely to information, entertainment and each other. Today, Qualcomm technologies are powering the convergence of mobile communications and consumer electronics, making wireless devices and services more personal, affordable and accessible to people everywhere. For more information, visit Qualcomm around the Web:
www.qualcomm.com
Corporate Blog: www.qualcomm.com/blog
Twitter: www.twitter.com/qualcomm
Facebook: www.facebook.com/qualcomm

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