afaqs!

Grey Mumbai wins Qualcomm's new business

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | December 30, 2011
The agency has won the business following a multi-agency pitch.

The year seems to be ending on a happy note for Grey. Right after winning the Dell business, Grey's Mumbai office has now won the creative duties for telecom company Qualcomm's soon-to-be-launched new service. The agency won the business following a multi-agency pitch, which witnessed participation from agencies such as Bates.

The size of the business could not be obtained at the time of filing this report, but it's said to be substantially high.

Senior sources in the industry have confirmed the news to afaqs!, on conditions of anonymity.

Qualcomm has entered into an alliance with two-three mobile operators, to launch an alternate data streaming service on the CDMA platform. This is the first time that the American chip maker and provider of technical support called for a creative pitch in India. It has, so far, mainly concentrated on providing technical support.

The telecom company had participated in a bid in 2010, to acquire broadband wireless spectrum in India. However, it was on the verge of losing its license because of technical errors in its application. According to several media reports, Qualcomm and other telecom players such as Reliance Industries, Bharti Airtel, Aircel and Tikona are working aggressively to launch what is being termed as 4G or fourth generation services -- a faster wireless broadband technology.

In the telecom business, it is Qualcomm which has designed the Code Division Multiple Access (CDMA), which is now a proprietary of the company. It has been the dominant network standard for North America and parts of Asia. In the space of wireless broadband connection, EVDO also known as CDMA2000, is a faster technology.

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