CES '09
Qualcomm Could Shine At CES
01.07.09, 06:00 AM EST
The company is likely to announce new partners for its Gobi broadband technology.
Qualcomm rarely grabs the spotlight at the Consumer Electronics Show, the sprawling annual exhibition of high-tech gadgets. But this year could be different.
A growing side business in wireless broadband technology for notebook computers means San Diego-based Qualcomm (nasdaq: QCOM - news - people ) is likely to be part of a number of high-profile CES announcements in Las Vegas this week. The company is expected to announce more major partnerships for its Gobi broadband technology.
"2009 will be a big year," says Mike Concannon, vice president of strategic products for Qualcomm's CDMA technologies division. "In addition to getting more [manufacturers] signed on, we are going deeper into their [product] lines."
Qualcomm's broadband partners include Hewlett-Packard (nyse: HPQ - news - people ), which currently offers more than 10 PCs with Qualcomm silicon, and Panasonic. Other manufacturers are stepping up. Sony (nyse: SNE - news - people ) is bullish on embedding broadband in its PCs, says Michael Abary, senior vice president of product marketing in Sony's IT products division.
Qualcomm has tracked the embedded broadband market since late 2005, Concannon says. In 2007, it made an entrance with Gobi, a module that contains a Qualcomm chipset, global positioning system functionality and a modem that supports a wide range of third generation, or 3G, cellular networks.
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In all, Qualcomm says five PC makers--Acer, Dell, HP, Lenovo and Panasonic--have pledged to use Gobi technology in their notebooks while eight carriers, including AT&T (nyse: T - news - people ), Verizon (nyse: VZ) Wireless, Vodafone (nyse: VOD - ), Orange and Telefonica (nyse: TEF -), have certified Gobi on their cellular networks. The global embedded wireless market has grown from a handful of PC models in 2005 to nearly 500 notebook models today, Concannon says.
Analysts say Qualcomm is making a savvy move. "It's in carriers' best interest to push these devices and PC makers are probably anxious to have it as a way to differentiate their products," says Deepak Sitaraman, a telecommunications equipment analyst at Credit Suisse (nyse: CS). "Over time, I think it will be fairly big."
Competition isn't overly fierce, either. While other companies, such as Ericsson (nasdaq: ERIC ) and Huawei, also make 3G modules, Qualcomm's has the advantage of leveraging intellectual property developed for its main business, handset chipsets. "We have made hundreds of millions of chipsetsâ¦this is very synergistic," Concannon says
http://www.forbes.com/technology/2009/01/07/ces-qualcomm-broadband-tech-wire-cx_ew_0107qualcomm.html