Introduction Play #1 Play #2 Play #3 Play #4 Play #5 The play in action: Qualcomm beyond Thinking industry borders BEFORE: AFTER: THE LASTING ADVANTAGE: Cellular technology giant Qualcomm hit “The question moved on from how can we sell more This play unlocks a lasting creative it big in the smartphone era, but it needed smartphones? to where else can we apply the same advantage. By expanding its view and 16, 17 taking a more creative approach to growth, to find avenues for the future. “We technology and skills?” The answer: helping people connect. capitalized on the smartphone boom, and Instead of sticking strictly to telecommunications, it looked Qualcomm found a host of new ways it took us from being a small start-up into to the auto industry, as car companies sought to integrate to leverage its engineering capabilities, 16, 18 product networks and R&D investments to the billions. But there’s that next difficult smart features and automation. Today, nearly every car transition of growth, which is: how do you 19 break into entirely new industries, achieving on the road includes some of Qualcomm technologies. not be a one-trick pony?” says one of the Its history with connectivity devices made for a natural greater growth and relevance—all while 16 establishing a creative and entrepreneurial company’s product executives. transition into the world of smart home products, smart city 16, 20 culture that will likely endure. initiatives, smart factory development and more. Now, its platforms allow towns, schools, ports, hospitals and others 21 to deploy digital tools without hefty up-front costs. The life centricity playbook 17