Shulou(Shulou.com)11/24 Report--

Beijing time on September 5 evening news, It is reported that due to the title of the world's largest chip company by NVIDIA, And the uncertainty of cooperation with Apple, Now Qualcomm also began to force the generation of artificial intelligence technology.

Qualcomm's technology permeates almost all smartphones. In the 1980s, it pioneered the ability to connect wirelessly, leading to today's 5G modems. Qualcomm charges royalties for every device that communicates using its patented core technology. Now Qualcomm is working on a whole new way to use generative artificial intelligence (AI).

Until last month, qualcomm was the world's largest fabless chip company. But thanks to the artificial intelligence boom, Nvidia doubled its revenue in the latest quarter and overtook Qualcomm to take the top spot.

Nvidia's success has been fueled by the popularity of generative AI models such as ChatGPT, which are trained on Nvidia's graphics processors (GPUs). That's why it's not surprising that Qualcomm positions itself as a key player in the AI space. Qualcomm today announced new in-vehicle generative AI capabilities and a new partnership with Amazon Cloud Services.

Until now, large language models have relied on massive amounts of data in the cloud to generate text and images. But Qualcomm CEO Cristiano Amon believes there will also be great demand for generative AI outside the cloud.

Amon said in an interview in June: "For every word generated by artificial intelligence, there is a lot of calculation running through the data center. I think we have a very unique ability to run these models locally. Not only can performance be improved, but costs can also be significantly reduced. "

Another reason Qualcomm is looking to diversify may be Apple. Apple is one of Qualcomm's biggest customers, but there is uncertainty about the future of that relationship, and Amon is blunt about it.

Amon said in February that Apple would produce its own 5G Modem chip in 2024. This means that Apple's upcoming iPhone 15, which will be released next week, is likely to be the last iPhone model equipped with Qualcomm's 5G Modem chip.

Qualcomm said its semiconductor business is growing, while licensing accounts for a smaller percentage of revenue. But the question is whether its chip business can continue to grow without apple. Besides Apple, other manufacturers are developing their own chips.

Smartphones, meanwhile, are facing an industry-wide downturn, with shipments expected to fall to a 10-year low. Because of this, Qualcomm has shifted most of its focus to chips. One of the first is the car, Amon said, which is the most eye-catching part of Qualcomm's differentiation strategy.

In recent years, qualcomm has begun selling a suite of hardware chips, sensors and software packages called the snapdragon digital chassis to automakers such as gm, hyundai and volvo. Qualcomm now hopes to capitalize on the boom in generative AI to persuade automakers to buy more chips and build new scenarios around them. For example, intelligent assistants can help drivers navigate, book, and complete other everyday computing tasks in cities.

Daniel Newman, CEO of research firm Futurum Group, said: "This will take time, but it indicates the future. In terms of revenue, Qualcomm does create more predictability. Today, more and more of the world's largest automakers are opting for Qualcomm technology. "

Since ChatGPT came out last November, it's no surprise that Qualcomm is now aggressively developing artificial intelligence, given Nvidia's incredible array of performances. In fact, artificial intelligence is nothing new to Qualcomm. Amon said Qualcomm has been working on artificial intelligence for about a decade.

In May, Microsoft announced plans to run offline AI models on Qualcomm Snapdragon processors. In July, Meta announced that its large language model Llama 2 will run on Qualcomm chip-based phones and PCs in 2024.

Newman said: "Qualcomm's biggest opportunity is to figure out what these AI apps are, whether it's AR related, whether it's smart car related, whether it's next generation gaming related, whether it's productivity tools and apps related, whether it can install its chipset into these devices to profit from it." "。

Newman also said: "How much sales premium Qualcomm can get from it will determine how successful Qualcomm can achieve in the field of artificial intelligence." "

Qualcomm's diversification strategy also involves VR and AR devices. Meta, microsoft, google and samsung are our partners,"amon said." We don't know when people will buy their glasses. But what we do know for sure is that this will be the next computing platform. "

Qualcomm is also trying to break into the competitive PC CPU market to compete with server giants such as Intel and AMD. In 2021, Qualcomm acquired CPU startup Nuvia for $1.4 billion.

Jay Goldberg, founder of chip consulting firm D2D Advisory, said: "For AI and generative AI, if this is what consumers really want to use on laptops, Qualcomm actually has a very good solution. Therefore, this may be Qualcomm's once-in-a-lifetime opportunity to break into the PC market. "

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