Qualcomm Brings the Stars in Keynote Address

Dr. Paul E. Jacobs

The pre-show keynote Monday night at International CES by Qualcomm CEO Paul Jacobs was marked by two things: the hammering of the company’s “Born Mobile” theme, and a wide variety of celebrity guests from the worlds of music, movies, sports, business and humanitarian affairs.

News from the evening included the unveiling of the newest version of Snapdragon, Snapdragon 800, and that Qualcomm is working on electric car charging technology.

Before introducing Jacobs, CEA president and CEO Gary Shapiro pointed out that Jacobs was the first non-Microsoft executive to deliver the pre-show keynote in a dozen years. But that didn’t mean Microsoft was absent from the evening- in fact, Microsoft CEO Steve Ballmer appeared on stage to tout several Microsoft mobile devices that use Qualcomm’s Snapdragon chipsets.

That was very much the pattern of the evening, as Jacobs introduced product categories in which Qualcomm is working, before bringing out a big name to talk about it. Ballmer talked about the Windows devices, while director Guillermo Del Toro talked about the company’s movie industry applications. When discussing Qualcomm’s work with Sesame Workshop, none other than Big Bird appeared on stage.

Actress Alice Eve, who appears in the upcoming “Star Trek: Into Darkness,” was there to unveil the new “Star Trek” mobile app, while Archbishop Desmond Tutu, appearing via video message, talked about how Qualcomm’s technology is helping deliver health services to the third world.

After a Rolls Royce with an electric motor was wheeled onto the stage, the band Maroon 5 played a short acoustic set.

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