Qualcomm brought developers to its home city of San Diego to pitch them on its new view of Brew – here's our view

Sarah Thomas, Director, Women in Comms

July 6, 2010

Qualcomm Inc. (Nasdaq: QCOM) used its annual Brew conference, renamed Uplinq , last week in San Diego to put the full-court press on developers, showing them how the Brew Mobile Platform isn’t the Brew they once knew.

The silicon giant celebrated its 25th anniversary at the conference and, with a show of wireless operator support, extolled the benefits of Brew, Snapdragon, FLO TV, Gobi, and handsets other than smartphones.

Here’s our snapshot view of the new Brew. To view the slides, click on the first pic and navigate using the arrows. [Ed. Note: Watch to the tune of Train’s "Hey Soul Sister" to get the full effect.]

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See the rest of Light Reading Mobile’s Uplinq coverage here:

  • Qualcomm Open to Selling FLO TV Unit

  • Verizon Recommits to Brew

  • Qualcomm Chief Stresses Need for App Efficiency

  • Qualcomm Augments Reality for Android

  • AT&T to Serve More Brew

— Sarah Reedy, Senior Reporter, Light Reading Mobile

Where Mobile Links Up7139.jpgQualcomm had a modest tradeshow floor but several large prizes to lure developers away from Android and Apple.Hog Heaven7148.jpgOne lucky developer won a Harley Davidson. Lessons not included.M-I-C-K-E-Y7140.jpgDisney's digital marketing director, Tom Aronson, shows off a UIEvolution-built Brew app that lets parkgoers track down Mickey.HTC v. FIFA7142.jpgHTC hoped soccer ball freebies were enough to make up for missing the World Cup.Qualcomm Augments Reality 7149.jpgQualcomm showed off the benefits of 3D games and augmented reality at its booth.Sprint Hearts Brew7144.jpgSprint's Matthew Oommen showed off the carrier's smartphones that you can "hold any way you want."The Brew Train7147.jpgTrain entertained Uplinq attendees after the conference but failed to incorporate "Brew MP" into any of its lyrics.Paul & Me7150.jpgQualcomm CEO Dr. Paul Jacobs and I started the Train mosh pit up in the front row. He knew every word.

About the Author(s)

Sarah Thomas

Director, Women in Comms

Sarah Thomas's love affair with communications began in 2003 when she bought her first cellphone, a pink RAZR, which she duly "bedazzled" with the help of superglue and her dad.

She joined the editorial staff at Light Reading in 2010 and has been covering mobile technologies ever since. Sarah got her start covering telecom in 2007 at Telephony, later Connected Planet, may it rest in peace. Her non-telecom work experience includes a brief foray into public relations at Fleishman-Hillard (her cussin' upset the clients) and a hodge-podge of internships, including spells at Ingram's (Kansas City's business magazine), American Spa magazine (where she was Chief Hot-Tub Correspondent), and the tweens' quiz bible, QuizFest, in NYC.

As Editorial Operations Director, a role she took on in January 2015, Sarah is responsible for the day-to-day management of the non-news content elements on Light Reading.

Sarah received her Bachelor's in Journalism from the University of Missouri-Columbia. She lives in Chicago with her 3DTV, her iPad and a drawer full of smartphone cords.

Away from the world of telecom journalism, Sarah likes to dabble in monster truck racing, becoming part of Team Bigfoot in 2009.

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