Episode 6: Unpacking Qualcomm's Diverse Future

In the latest episode of Proxemics, we had the opportunity to reminisce and chat in-depth with a special guest who is a familiar face in Indonesia's tech scene, Mr. Dominikus Susanto, also known as Pak Kentos from Qualcomm Indonesia.

In a relaxed and flowing conversation, we explored many fascinating topics, from Qualcomm's 40-year journey and the secret behind its name and logo, to how the Snapdragon processor has evolved and is now expanding into various devices beyond smartphones, including PCs and cars.

A 40-Year History and the Meaning Behind the Qualcomm Name

Our conversation began with an interesting fact: Qualcomm recently celebrated its 40th anniversary. Since its inception, the company's primary focus has been on wireless communication. Pak Kentos revealed that the name Qualcomm itself is an abbreviation for Quality Communication.

Even its logo holds a deep meaning. The conjoined 'M's, which resemble a wave, represent the company's philosophy of constantly moving within the waves of communication. It's not just because its headquarters is in the coastal city of San Diego!

The Evolution of Snapdragon: From Smartphones to Automotive and PCs

For many, the name Snapdragon is synonymous with smartphone processors. However, Pak Kentos explained that Snapdragon has now undergone massive diversification. Snapdragon technology is present not only in smartphones but also in various devices we use daily, such as:

• Audio Devices: TWS (True Wireless Stereo) and headsets are now widely powered by specialized audio processors from Qualcomm.

• IoT and Routers: For more stable and faster Wi-Fi connectivity, Qualcomm has a dedicated product line for routers and other IoT devices.

• The Automotive World: Modern cars are like "computers on wheels." Snapdragon provides solutions for various needs, from navigation systems and in-car entertainment to advanced safety features (ADAS) like adaptive cruise control.

• PCs and Laptops: This is the latest breakthrough that's currently a hot topic. The arrival of the Snapdragon X Series (X Elite and X Plus) for PCs promises a revolution. With DNA from highly efficient mobile technology, laptops powered by the Snapdragon X Series offer maximum performance even when unplugged and boast exceptionally long battery life, changing our habit of always searching for a power outlet.

Behind the Scenes: B2B Collaboration and Market Education

As a B2B (business-to-business) brand, Qualcomm's marketing challenges are unique. They don't sell processors directly to consumers but to smartphone manufacturers or OEMs (Original Equipment Manufacturers) like Xiaomi.

Pak Kentos and Stephanie (ex-Xiaomi) shared stories of how close collaboration is key. With every new product, intensive training sessions are conducted so the marketing team can understand the technical advantages of the chipset and translate them into benefits that are easy for consumers to understand. This is why, even with the same chipset, camera performance or other features can differ between brands, as each OEM has its own "kitchen" and recipe.

Snapdragon Summit: The Global Stage for Tech Innovation

One of the most anticipated events in the tech world is the Snapdragon Summit, held annually in Hawaii. According to Pak Kentos, this event is highly prestigious because it's where Qualcomm first announces its latest and most advanced technologies that will set the standard for devices in the coming year.

The event is so significant that competitors often try to "disrupt" it by announcing their products at the same time. Pak Kentos also shared a memorable story from organizing the Summit amidst the uncertainty of the pandemic, where an initial 3-day quarantine ballooned into a 10-day ordeal!

Career Tips and an Off-roading Hobby

At the end of our conversation, we asked Pak Kentos for three career tips for young professionals. The three keys are: loyalty to your company, continuously upskilling because technology is always evolving, and daring to seize every opportunity, even within your own company.

We also got a glimpse into Pak Kentos's hobby outside the tech world: off-roading with his beloved 1983 Suzuki Jimny. For him, modifying a car is a journey to be enjoyed, not just about buying a finished product.

Our chat with Pak Kentos once again proves that the world of technology is full of fascinating stories and relentless innovation that continues to change the way we live.

Names and Brands Mentioned

• Qualcomm (@qualcomm)

• Snapdragon (@snapdragon_id)

• Xiaomi (@xiaomi.indonesia)

• Ericsson (@ericsson)

• YouTube (@youtube)

• Suzuki (@suzuki_id)

• Danang (@danangarradian)

• Malvin (@bestindotechYT)

• Wasa (@wasawirman)

• Moldi (@Sobat_HAPE)