About time for this!
Qualcomm ads scold AT&T for
not adopting its CDMA approach
By Jennifer Davies
STAFF WRITER
September 11, 2001
Qualcomm has long fought for acceptance of its wireless technology around
the globe. But when AT&T Wireless launched service using a competing
technology in Qualcomm's own back yard this summer, the company decided
to respond.
To highlight its homegrown technology called code division multiple access, or
CDMA, Qualcomm has teamed up with Verizon Wireless on print and radio
ads. The ads are designed to boost CDMA and deride AT&T's current
technology called time division multiple access, or TDMA.
"Two roads diverged in a wireless technology," states one of the print ads.
"Years ago, wireless carriers faced a monumental decision. Some backed
technology now abandoned as dead end. But Verizon Wireless chose
CDMA technology developed by Qualcomm right here in San Diego."
The ad blitz is to let San Diegans know that technology does matter, said Jeff
Belk, Qualcomm's vice president for marketing.
John Mendez, AT&T's spokesman, said most customers don't care about the
technology, just so long as their mobile phones work.
"They can try to brand technology all they want," Mendez said. "What we try
to brand is good old-fashioned customer service and quality."
AT&T and Qualcomm have squared off before over their competing wireless
standards in the technology trades. But with San Diego's tech-savvy
consumers, Belk said, Qualcomm thought it was the perfect time to take its
message to a larger audience.
As Verizon Wireless' Jim Naughton said, "What other market would know
the difference between TDMA and CDMA?"
Jennifer Davies' e-mail address is jennifer.davies@uniontrib.com. Her phone
number is (619) 293-1373. |
