Qualcomm is set to launch its new Snapdragon X laptop CPUs next week, aiming to enhance the availability of affordable AI-enabled devices in India. The company has focused its efforts on the midrange laptop market, with OEM partners expected to introduce new Copilot+ laptops priced around $600 (approximately Rs. 52,000). These devices will feature support for on-device AI capabilities. Additionally, Qualcomm is strengthening its presence in the retail sector by inaugurating its first Snapdragon Experience Zone at a Croma store in Mumbai on Thursday.
In anticipation of the upcoming launch, Gadgets 360 interviewed Kedar Kondap, Qualcomm’s Senior Vice President of Product Management, to explore the company’s expansion plans in India and the significance of its retail initiatives.
On Qualcomm’s approach to introducing Snapdragon chips for laptops in India
Kedar Kondap: Our venture into the PC market began a few years ago with the launch of our Qualcomm Oryon CPU. Our goal has always been to provide leading performance, exceptional battery life, and robust AI capabilities. We’ve categorized our offerings into three tiers: the Snapdragon X Elite for high-end devices, Snapdragon X Plus for those priced upwards of $800 (about Rs. 69,400), and the latest Snapdragon X, aimed at laptops priced around $600 (approximately Rs. 52,000).
In India, the target price point for PCs is around $600. We want consumers to recognize Snapdragon’s reputation in the mobile space and extend that familiarity to PCs. Our new Snapdragon Experience Zone at the flagship Croma store in Mumbai will help bridge that connection by showcasing the unique experiences made possible by our chipsets.
On the reception of Snapdragon laptops in the Indian market
Kedar Kondap: While it’s still early days, the response has been encouraging. Currently, PC penetration in India is only about 10 percent. Our goal is to educate consumers on the advantages of the technology and the innovations we are making in the PC space. We achieved similar awareness with smartphones, demonstrating that premium Android devices deliver high battery life and excellent performance.
Microsoft has been an invaluable partner in this journey, bringing exclusive Copilot+ experiences to Snapdragon devices. PC manufacturers such as Dell, HP, Lenovo, and Asus are developing products across various price tiers that leverage our Snapdragon X series, with several devices now showcased at Croma. More announcements are expected from our partners on February 24 regarding Snapdragon X devices.
On the rationale behind Snapdragon’s retail expansion and the introduction of the experience zone at Croma
Kedar Kondap: Our background is in mobile technology, and consumer purchasing behavior between phones and PCs varies significantly. While many buyers prefer to physically engage with a PC before purchase, this isn’t always the case with phones. In India, consumers are already familiar with Snapdragon in mobile devices but may not yet connect that to PCs.
Consumers want clarity on what generative AI is and how it can be utilized in laptops. There are numerous applications for creators, students, corporate users, and software engineers. Our aim is to ensure consumers associate Snapdragon PCs with high-quality Windows experiences, allowing them to explore these features firsthand at the new Snapdragon Experience Zone, which is unique to Croma.
On enhancing compatibility with popular applications for Indian users on Snapdragon laptops
Kedar Kondap: Research from Microsoft indicates that 93 percent of globally used apps today are native. I view app compatibility in three phases. First, Microsoft’s Prism Arm emulator provides reliable performance. Secondly, numerous applications are now natively available on Snapdragon devices.
Finally, these applications benefit from our heterogeneous architecture, where tasks can be processed on both the CPU and offloaded to the GPU and NPU, leading to advantages such as improved battery life. Therefore, most essential applications used by Indian consumers are already compatible with Snapdragon PCs.
Regarding large language models (LLMs), we are collaborating with nearly all developers. Our Qualcomm AI hub allows developers to upload and configure their projects seamlessly, ensuring they have the necessary tools and documentation to support Snapdragon devices effectively.
On competing in an AI-driven market with a diverse portfolio
Kedar Kondap: Maintaining the same NPU performance of 45 TOPS across the Snapdragon X, X Plus, and X Elite ensures that our offerings can accommodate various AI applications while keeping up with the technology at different pricing tiers. Models are also being optimized, so users can run larger parameter models while retaining accuracy.
This enables us to consistently deliver excellent performance and battery life across all product tiers using the Oryon CPUs, safeguarding features for AI applications.
On the prospect of customers retaining Arm-based laptops longer
Kedar Kondap: Consumers need to be aware that many legacy devices, especially those not using Snapdragon architecture, lack an NPU. Therefore, they may not be securing a future-proof investment if they opt for a PC that does not provide 45 TOPS performance, especially as generative AI technology rapidly evolves.
Initially, smartphone users weren’t quick to upgrade, but as they realized the benefits, the adoption rate surged from feature phones to smartphones, with an emphasis on enhanced functionalities like photography, internet browsing, and streaming. As customers become more educated on the value of technology, they may be more inclined to invest in superior devices.
The PC market has been stagnant, but we aim to reinvigorate interest through our Snapdragon Experience Zones. When consumers experience prolonged battery life or enhanced built-in camera performance, or see how generative AI can streamline their tasks, they’re likely to shift their purchasing decisions.
On collaborating with educational institutions in India to promote awareness of Arm-based computers
Kedar Kondap: We are engaging with universities globally to integrate AI education and demonstrate what can be achieved with AI-driven PCs.
While we want to expand rapidly, it’s equally important to address any application limitations before approaching educational institutions. Specific student groups may require applications that are yet to be fully ported, which necessitates us working closely with developers, similar to our initiatives in commercial sectors. We’re providing access to Snapdragon PCs to help them grasp the platform.
On comparing Snapdragon-powered AI PCs with traditional x86 systems beginning to integrate AI features
Kedar Kondap: Solely relying on cloud computing is not sustainable; on-device AI will be crucial, alongside some degree of cloud support. The growing interest from others in enhancing on-device AI highlights its increasing importance. I believe that the Snapdragon X line has no current competitors offering 45 TOPS performance within its price range.
On making AI technology more accessible through Qualcomm’s retail initiatives
Kedar Kondap: We are equipping resellers and retail staff with knowledge about the AI features of Snapdragon devices, enabling them to effectively showcase generative AI functionalities in experience zones such as the one launched in Croma. Demonstrating tasks like image enhancement or using tools designed for musicians provides hands-on experiences for customers.
Qualcomm employs over 3,000 engineers who use AI within Codegen to produce extensive code. Experiencing this technology firsthand in a retail setting makes a significant impression. When staff can explain that customers can receive an advanced experience with a $600 (approximately Rs. 52,000) laptop versus additional capabilities on a $1,000 (around Rs. 86,700) model, it helps consumers make informed purchasing decisions.
On potential plans for partnership with OEMs for exclusive stores for Snapdragon PCs
Kedar Kondap: While I can’t disclose specifics about future plans, our inaugural experience zone with Croma in India is now operational, showcasing the capabilities of Snapdragon PCs. We aim to reinforce consumer trust in the Snapdragon name, synonymous with quality in mobile devices, as we branch into PCs, XR, wearable technology, and other consumer products. This is just the start of our journey to build stronger connections with consumers.
Some responses have been condensed and slightly edited for clarity.
