Qualcomm recently unveiled a new brand called Dragonwing, which aims to revolutionize industries beyond the consumer-facing Snapdragon brand. With this strategic move, Qualcomm aims to consolidate and amplify Qualcomm's diverse portfolio of enterprise-focused products. At MWC 2025 in Barcelona, Peter Richardson, VP of Research at Counterpoint Research, had a quick chat with Qualcomm CMO Don McGuire to talk about Dragonwing, its positioning, go-to-market and communications strategy among other things.

The Interview

Key Takeaways from the Discussion

Introducing Dragonwing: A Year in the Making

• Qualcomm had been working on the new Dragonwing brand for a year, designed to brand non-Snapdragon products. • The last six months were spent developing a new visual identity and market launch preparation. • Products under the Dragonwing brand range from industrial robots to networking equipment, to have a unified identity.

Dragonwing vs Snapdragon Positioning

• The Snapdragon brand focuses on premium mobile experiences and deals with consumer-first categories from smartphones to PCs, Automotive, spatial computing, gaming and audio. • Marketed as a consumer-facing brand, Snapdragon is promoted via brand partnerships and traditional advertising. • Dragonwing, on the other hand, is targeting enterprises with a focus on Industry 4.0, including drones, cameras, industrial robots, network equipment and cellular infrastructure. • The aim is to help businesses with their digital transformation.

Crossover with Consumer Products

• While Dragonwing is primarily B2B, it may also appear in some consumer-facing products like mesh networks and IoT devices through customer branding. • This crossover does not conflict with Snapdragon's already established market position.

Go-to-Market and Communication Strategy with Dragonwing

• Qualcomm will be going with a highly targeted approach, using a deep purple color scheme for marketing and branding purpose. • It will focus on industry-specific media such as trade publications, trade shows like MWC and Embedded World, and sector-based marketing such as energy, and manufacturing.

Analyst Take

• After a year-long process, Qualcomm introduced a new identity for its networking, cellular infrastructure, and IoT solutions, dubbed Dragonwing. • Snapdragon will remain its premium mobile experiences brand for smartphones, automotive, PC, XR, gaming and audio. Meanwhile, Dragonwing will be the brand targeting solutions for industrial, factories, and IoT. • Qualcomm’s go-to-market strategy will attack new verticals. One will be key trade shows, such as Embedded World. It will also work closely with its resellers and, to a lesser extent, consumers for some of its IoT products.