Qualcomm is best acknowledged for its CDMA chipsets which are set up in popular cell phones from manufacturers such as Kyocera (NYSE: KYO) and Nokia (NYSE: NOK) . Currently the company has been promoting BREW , (Binary Runtime Environment for Wireless), an application development environment designed to make it easier for third parties to erect wireless data applications. Somehow BREW the acceptance and the progress has been slow and largely under the industry's radar. BREW initiated as a tool to help developers bond with their applications to carriers' back end billing systems.
Qualcomm designed a standard interface that would be working with a variety of carrier networks, easing development chores, the company developed its own certification process. The firm's ecosystem works like this -- developers create an application and submit it to Qualcomm, which then certifies it and makes it available to the various wireless carriers. In this process, developers build one application, and it becomes available to a number of different wireless carriers. Till the date, third parties have used BREW to build applications so carriers can offer services such as ring tones, gaming and video mail to consumers.
Another issue is that the software is often looked as a niche technology as it works only on phones using Qualcomm's chipsets. Qualcomm had some success with BREW but it is still blurred whether it will be accepted by a significant number of developers," concluded The NPD Group's Strother.
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