We live in an age where cars that can prevent accidents, drones can inspect areas that are too dangerous for people, high-speed wireless networks can help monitor the sick at home. But Qualcomm says the most amazing thing isn’t the technology or how it works -- it’s how our lives are made better.
Qualcomm, a Council Lead Partner, has launched a new branding campaign where people -- not technology -- are the focus. The new campaign stretches across video, print and social media and asks people, “Why wait?” Why wait for the future? It’s here now.
Focus is on humanizing technology
The video that leads off the campaign (see below) puts people at the center of its efforts, illustrating scenarios where smart devices connected through the Internet of Things can already help today. For example, the narrator asks, “When will we connect with what really matters,” as a car stops itself to avoid hitting a pedestrian. In another part, a drone is seen finding survivors after buildings collapsed in a disaster.
It features more everyday applications, too, such as showing how people can share contact information by touching their smartphones.
Qualcomm tells AdWeek that the new campaign represents a shift in its marketing strategy. Past campaigns concentrated on individual products. This campaign aims to get people excited by helping them see how their lives would improve.
This is one of the strategies the Council prescribes in the Smart Cities Readiness Guide. When trying to build support for a smart cities initiative, to get citizens on board, it’s critical that they’re able to see what’s in it for them.
Why wait to do more
But while the tagline is “why wait,” Qualcomm also makes it clear that its work isn’t done. At the recent Internet of Things conference in San Francisco, it illustrated how much better our lives would be if everything were connected.
In one scenario, a family’s refrigerator takes inventory and automatically places grocery delivery orders so they’re never without milk for the coffee and breakfast cereal. When the family is ready to wake up in the morning, the home warms itself up and connects with city computers to manage the power load.
In another, a medical device detects that a woman’s blood sugar levels are dangerously low. While summoning paramedics, the device also alerts her adult son, automatically directing him to the hospital and the closest parking space.
Much of the future is already here
While both of those scenarios are somewhat futuristic, Qualcomm points out that it has made a great deal of progress toward them. Qualcomm says it connected more than 120 million smart home devices last year alone. Its technology is also in more than 20 wearable products, in more than 20 million connected vehicles, and has about 500 customers for its mobile health platform.
Qualcomm Connected Experiences is a founding member of the AllSeen Alliance, which has grown to include more than 140 companies. Members support and drive adoption of the Internet of Things with an open, universal deployment framework. People won’t have to try to find ways to make the devices connect -- they just will.
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