OnQ Blog

Meeting the Demands of Today's Very Rapid Product Cycles

Apr 2, 2013

Qualcomm products mentioned within this post are offered by Qualcomm Technologies, Inc. and/or its subsidiaries.

In today’s dynamic, highly competitive high-volume smartphone segment, decreasing time to market is a critical concern for device manufacturers. I’m very proud to say that we’ve dramatically shortened that cycle with the Qualcomm Reference Design (QRD) program by Qualcomm Technologies, Inc. and are seeing our customers launch devices in as few as 60 days or less.

The QRD program has also helped broaden the base of global manufacturers in the smartphone segment, and every step of the way we’ve been challenged and our teams have stepped up to enable greater efficiencies, reduce development costs and expand support to meet the needs of the high-volume tier. As of January, 2013, more than 40 manufacturers have commercialized more than 170 QRD-based devices.

We believe that device manufactures should not have to trade off quality and innovation to address a lower tier. The QRD program offers Qualcomm Technologies’ leading technical innovation, differentiated hardware and software, easy customization options, testing and acceptance readiness for regional operator requirements, and access to a broad ecosystem of hardware component vendors and software application developers. This ecosystem is key to enabling QRD customers to quickly and cost-effectively commercialize differentiated devices. Some examples from recent months include the Lenovo LePhone A586 and Little Chili LA-M1, which include the Baidu XCloud service that has been optimized for certain Qualcomm® Snapdragon™ processors by Qualcomm Technologies. More recently we saw Yulong launch the Coolpad 5890 and 7268 preloaded with Tencent Mobile Manager anti-virus solution which has been optimized for certain Snapdragon S4 processors.

Launched in 2011, the goal of the QRD program remains to provide mobile device manufacturer customers of Qualcomm Technologies with a solution that gets high-performance and differentiated devices from concept to launch – faster, and at a lower development cost. For device manufacturers who need to compete and win in the dynamic high-volume smartphone segment, the QRD program helps bring together the value of a mobile industry leader with specific products, features and support for emerging regions.

Hear more specifics on the Qualcomm Reference Design program in this video:

Opinions expressed in the content posted here are the personal opinions of the original authors, and do not necessarily reflect those of Qualcomm Incorporated or its subsidiaries ("Qualcomm"). Qualcomm products mentioned within this post are offered by Qualcomm Technologies, Inc. and/or its subsidiaries. The content is provided for informational purposes only and is not meant to be an endorsement or representation by Qualcomm or any other party. This site may also provide links or references to non-Qualcomm sites and resources. Qualcomm makes no representations, warranties, or other commitments whatsoever about any non-Qualcomm sites or third-party resources that may be referenced, accessible from, or linked to this site.

Jeff Lorbeck

Senior Vice President of Product Management