Press Release

Qualcomm Receives Top Awards at PCS '97 Show

Oct 27, 1997SAN DIEGO

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

Qualcomm Incorporated (NASDAQ: QCOM) today announced it received a total of five Wireless Awards for Vision and Excellence (WAVE) from the Personal Communications Industry Association (PCIA) during the recent Personal Communication Showcase (PCS) '97 in Dallas, Texas. For the second consecutive year, the PCIA has recognized Qualcomm's outstanding marketing achievements in a competition set amongst the top contenders in the wireless industry.

"WAVE's recognition of our marketing campaigns underscores our unique brand identity and our ability to effectively communicate the benefits of Qualcomm's CDMA subscriber products and technology," said Jeffrey K. Belk, vice president of marketing for Qualcomm's Subscriber Products Division. "Qualcomm will continue to develop its marketing messages to successfully differentiate Qualcomm subscriber products from the competition."

The PCIA awarded Qualcomm, and its advertising agency dGWB of Irvine, California, the following awards:

  • First Place, Television Category for "Farmer" TV Spot
  • First Place, Business to Business Magazine Category for "Doll" Advertisement
  • First Place, Consumer Magazine Category for "Doll" Advertisement
  • First Place, Trade Show Display Category for "Blender" Display
  • Second Place, Consumer Magazine Category for "Dog" Advertisement

The dramatic television spot focuses on the Q™ phone's calling features such as short messaging service, voice mail alert and upgradeable access to wireless data and Internet information. The print ads focus on the Q phone's Code Division Multiple Access (CDMA) features including crystal clear voice quality, enhanced privacy and fewer dropped calls. The innovative trade show display illustrates the sleek, compact and lightweight features of the Q phone by combining a phone, laptop computer and pager into the top of a sixteen foot blender that "produces" Q phones from a conveyer belt at the base of the blender.

Qualcomm's award-winning multi-million dollar national advertising campaigns debuted in June 1997 to build brand awareness and promote its subscriber products based on Qualcomm's CDMA digital technology. The progressive campaigns cover both television and print media for consumer, business and trade publications.

Headquartered in San Diego, Qualcomm develops, manufactures, markets, licenses and operates advanced communications systems and products based on its proprietary digital wireless technologies. The Company's primary product areas are the OmniTRACS® system (a geostationary satellite-based, mobile communications system providing two-way data and position reporting services), CDMA wireless communications systems and products and, in conjunction with others, the development of the Globalstar™ low-earth-orbit (LEO) satellite communications system. Other Company products include the Eudora Pro™ electronic mail software, ASIC products, and communications equipment and systems for government and commercial customers worldwide. For more information on Qualcomm products and technologies, please visit the Company's web site at

Except for the historical information contained herein, this news release contains forward-looking statements that are subject to risks and uncertainties, including timely product development, the Company's ability to successfully manufacture significant quantities of CDMA or other equipment on a timely and profitable basis and those related to performance guarantees, change in economic conditions of the various markets the Company serves, as well as the other risks detailed from time to time in the Company's SEC reports, including the report on Form 10-K for the year ended September 29, 1996 and most recent Form 10-Qs.

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Qualcomm, OmniTRACS and Eudora are registered trademarks of Qualcomm Incorporated. The Q logo and Eudora Pro are trademarks of Qualcomm Incorporated. Globalstar is a trademark of Loral Qualcomm Satellite Services, Incorporated.