Qualcomm is ramping up efforts to gain market share in the PC industry after holding a relatively low position in 2024, betting on its Snapdragon X Series processors and AI-driven capabilities to disrupt the space.
The company’s share of the global chipset market declined from 30% to 26% in the third quarter of 2024, according to industry reports. But Qualcomm remains hopeful, saying that it aims to capture 50% of the market by 2029.
In an exclusive interview with Kedar Kondap, the Senior Vice President of Product Management at Qualcomm Technologies, Inc, he said that their long-term strategy for gaining PC market growth is to ‘bring excitement back’ to the industry.
“We feel like the PC industry just has not seen excitement in so many years,” Kondap told PhilSTAR Tech during the sidelines of the Snapdragon Southeast Asia Summit in Singapore last week.
That excitement, he explains, will come in the form of next-generation AI PCs powered by Qualcomm’s Snapdragon X Series.
These ARM-based Windows machines emphasize battery efficiency and AI integration, aiming to offer an alternative to traditional x86-powered PCs.
Kondap said that Qualcomm’s heritage in mobile, where long battery life and power efficiency are non-negotiable, saying that “same DNA” is now being infused into the PC space.
“We wanted to make sure that it has great CPU performance, that we’re leading in terms of performance,” he said.
“We wanted to make sure that consumers get the best battery life, independent of the price point.”
Battery life, in particular, remains a crucial pain point for users, especially in regions like Southeast Asia, where mobile computing dominates.
Kondap highlighted how Snapdragon-powered AI PCs hold performance even when unplugged—something he claims competing platforms struggle with.
AI as a market differentiator
Artificial intelligence is a major pillar in Qualcomm’s strategy. With the Snapdragon X Elite, Snapdragon X Plus, and Snapdragon X platforms, the company is making AI capabilities more accessible.
Kondap believes these intelligent features will play a key role in shifting user behavior toward ARM-based Windows PCs.
“Gen AI is more and more important,” he said.
We want to make sure that consumers have access to technology and are able to get the best platforms in the market.”
He envisions AI PCs that not only boost productivity but also create a stronger personal connection with users.
Features like adaptive email tone adjustments, automated document summarization, and AI-powered music production tools are just the beginning, he said.
Southeast Asia as a growth market
Southeast Asia, a region known for its mobile-first digital adoption, is a major target for Qualcomm’s PC push.
Kondap noted that while the region has traditionally leaned toward smartphones, shifting consumer needs could drive higher adoption of AI-powered PCs.
“Education penetration is very low,” he pointed out, citing India’s 10% PC penetration rate as an example.
“As consumers start to see the benefit where Gen AI is actually going to help them offload mundane tasks, they will start to see the benefits of what they can do,” he added.
To accelerate this transition, Qualcomm is investing in consumer education. The company recently partnered with Indian retailer Croma to showcase AI PC experiences in stores. Similar initiatives are planned for Southeast Asian markets.
