Join our daily and weekly newsletters for the latest updates and exclusive content on industry-leading AI coverage. Learn More
Qualcomm unveiled its new Qualcomm Dragonwing brand for its products in the industrial, embedded IoT, enterprise and networking markets.
Don McGuire, chief marketing officer at Qualcomm, said the designer of semiconductor chips already has its Snapdragon brand, but now it is breaking out another brand in Dragonwing that represents a significant step in its journey to empower businesses and industries to scale to new heights.
“As we continue to diversify, the core components of our platforms and solutions – AI, computing, and connectivity – are relevant to more industries than ever before,” McGuire said. “From industrial robots to cameras, to industrial handhelds and drones, and more, this portfolio deserves a brand identity worthy of the technology innovation delivered across categories. Dragonwing, however, isn’t just a name; it’s our promise to drive transformation and elevate industry growth.”
In a world where companies face the daunting challenge of transforming and growing with new technologies and digital systems, the Dragonwing portfolio empowers company growth, productivity and competitiveness—at a global scale, McGuire said.
This is a new brand focused on business transformation, said Ignacio Contreras, VP of product marketing at Qualcomm, in a press briefing.
“Given the broad variety of segments that we serve, now it’s time to introduce a new way to articulate and clarify the value position that we give to many products and many offerings beyond our Snapdragon brand,” Contreras said.
“The brand — focused on industrial, IoT, enterprises and networking business audiences — reflects our diversification and commitment to development of products that transform industries,” Contreras said. “This marks a significant step in our journey to empower industries to scale to new heights with the Qualcomm Dragonwing brand. It will sit and stand shoulder to shoulder with Snapdragon, while Snapdragon, as you know, offers premium experiences for consumers on mobile, automotive, wearables, PCs and other categories. Dragon wing is focused on business transformation.”
The Dragonwing brand represents Qualcomm’s industrial and embedded IoT, enterprise and networking solutions. Leading edge AI, high-performance, low-power computing, and unrivaled connectivity are built into custom hardware, software, and service offerings designed for speed, scalability, and reliability.
With Dragonwing products, companies can unlock smarter decision-making, increased operational efficiency, and faster time-to-market. This is crucial for industries like energy and utilities, retail, supply chain, manufacturing, and telecom, enabling businesses to expand into new opportunities, extend their competitive edge and win in evolving markets.
An industrial-oriented brand
The name ‘Dragonwing’ and its stylized dragon icon symbolizes ascension, power, and acceleration. The brand’s color palette includes an influential purple, which fuses Qualcomm’s innovative blue and Snapdragon’s bold red.
Together, Dragonwing and Snapdragon create a strong, purpose-built portfolio, strengthening leadership in both consumer and industrial segments, McGuire said.
“We know the future of technology because we create it. With Dragonwing, we help businesses take a leap and accelerate their digital transformation with speed and confidence,” McGuire said.
The Dragonwing brand will make its debut at MWC (March 3-7) and Embedded World (March 11-13).
“This Qualcomm Dragonwing brand will encompass our industrial and embedded IoT products, wireless networking, such as solutions for Wi Fi access points and server infrastructure offices, offerings such as those for OpenRan,” Contreras said. “Dragonwing means business growth with applications across a vast range of industries, from energy utilities, retail, telecom and much more. One important consideration is that horizontal technologies are building blocks that span across Dragonwing and Snapdragon platforms.”
He noted that at Mobile World Congress, Qualcomm will have products that focus on AI workloads, particularly inferencing, which will be running across devices, edge systems and cloud data centers.
“You can think about connectivity as the oxygen that brings our digital experiences to life, and just like oxygen, when connectivity is lacking for expand quality, we all suffer here,” Contreras said.
