App Store Pioneer to Take Mobile Retailing to Any Device on Any Network with Plaza...

App Store Pioneer to Take Mobile Retailing to Any Device on Any Network with
Plaza Retail

- Qualcomm Expanding Plaza Suite to Give Customers Choice in Creating Rich,
Personalized Content Experiences -

SAN DIEGO, May 18 /PRNewswire-FirstCall/ -- Qualcomm Incorporated (Nasdaq:
QCOM), a leading developer and innovator of advanced wireless technologies,
products and services, today announced the expansion of its Plaza(TM) suite of
solutions to include Plaza Retail(TM). Built on Qualcomm's fourth generation
content retailing solution and backed by Qualcomm's extensive experience in
fostering developer ecosystems, the goal of Plaza Retail is to allow
application retailers (typically mobile operators) to present subscribers with
a uniform and easy shopping experience on any capable device. Plaza Retail
also gives publishers and developers the ability to make their content
available to multiple retailers instantly, regardless of their development
platform. Application retailers can then leverage their knowledge of
subscribers and the strength of their own brand to create a rich shopping
experience that is highly personalized for each consumer.

The proliferation of app stores has led to multiple solutions that only
address the market for a single device or platform. Plaza Retail increases
the market opportunity for developers and publishers by offering a much wider
range of distribution channels, presenting new opportunities for both new
customers and the BREW community. Most important, because content is not tied
to the device, application retailers can offer consumers the benefit of being
able to upgrade or change devices without losing their application investment.

"Consumer expectation is defining the market for mobile content, and in order
to remain competitive and contain costs as complexity increases, operators and
device manufacturers will need to deliver more than just an application
store," said Arvin Chander, vice president and general manager of Plaza
Retail. "Success in this market will be dictated by delivering mobile retail
experiences across multiple platforms and networks, backed by a healthy
ecosystem of publishers with an automated, transparent supply chain."

Plaza Retail consists of three elements:
-- Management Center - A content merchandizing system that will support
Java(TM), BREW(R), Flash(R) and BlackBerry(R) with planned support for
Android(TM), Windows Mobile, Palm(R), Symbian and LiMo. Management
Center allows for managing pricing, licensing, packaging, promotions,
placement, segmentation, personalization, delivery and analytics in a
unified manner across multiple platforms.
-- Connection - An open marketplace that brings retailers, device
manufacturers and publishers together, automating and streamlining the
application ecosystem and enabling content to reach the market in a
frictionless and transparent manner.

-- Storefront - A multi-platform client, Web, or mobile Web (WAP)
storefront built on Web standards and a storefront management portal
that enables retailers to easily update their store layout, promotions
and micro-stores, thereby enhancing merchandising effectiveness and
driving a common branding and user experience across their entire
device
lineup.

Qualcomm pioneered mobile content development and delivery with BREW, which
continues to prove successful for operators and developers today. In addition
to introducing Plaza Retail, Qualcomm continues to demonstrate innovation in
device platform software and development tools such as Brew Mobile Platform.
With more than two billion paid transactions, BREW serves as the foundation
for the Plaza suite of services.

The Plaza suite also includes Plaza Mobile Internet, an end-to-end widget
platform that offers operators and publishers an open framework for the
development, support, management and monetization of Internet-based content on
a variety of handsets.

"Qualcomm's Plaza suite meets the needs of operators, device manufacturers and
publishers who want to create rich, personalized content experiences," said
Michael Wallace, senior vice president of Qualcomm Internet Services. "Plaza
provides customers a modular toolset for creating or managing app stores,
either from the ground up or by building on their existing investments. As a
horizontal solution, the suite addresses fragmentation by allowing customers
to deliver a consistent experience across a wide variety of platforms and
devices."

Qualcomm Incorporated (Nasdaq: QCOM) is a leader in developing and delivering
innovative digital wireless communications products and services based on CDMA
and other advanced technologies. Headquartered in San Diego, Calif., Qualcomm
is included in the S&P 100 Index, the S&P 500 Index and is a 2009 FORTUNE
500(R) company. For more information, please visit www.qualcomm.com.

Qualcomm and BREW are registered trademarks of Qualcomm Incorporated. Plaza,
Plaza Retail and Plaza Mobile Internet are trademarks of Qualcomm
Incorporated. All other trademarks are the property of their respective
owners.

Qualcomm Contacts:
Sunni Tweet, Qualcomm Internet Services
Phone: 1-858-658-3505
Email: qis-pr@qualcomm.com

Emily Kilpatrick, Corporate Communications
Phone: 1-858-845-5959
Email: corpcomm@qualcomm.com

John Gilbert, Investor Relations
Phone: 1-858-658-4813
Email: ir@qualcomm.com

SOURCE Qualcomm Incorporated

Sunni Tweet of Qualcomm Internet Services, +1-858-658-3505,
qis-pr@qualcomm.com, or Emily Kilpatrick, Corporate Communications,
+1-858-845-5959, corpcomm@qualcomm.com, or John Gilbert, Investor Relations,
+1-858-658-4813, ir@qualcomm.com, all of Qualcomm Incorporated