LIVE FROM CES 2014: Qualcomm announced products designed to bolster its position in new markets beyond mobile, including products in its Snapdragon family targeting markets such as smart TVs and automotive.

Speaking in his first high-profile appearance since being named the company’s next CEO, Steve Mollenkopf (pictured) said that Qualcomm sees opportunities in taking its products beyond their traditional battleground into adjacent markets.

“If you look at the things that are driving growth, what people are excited about, they’re excited about mobile coming to consumer electronics. Or new categories like wearables. Or things like the car embracing the technology from the smartphone. The one thread that ties that all together is that the innovation that starts in mobile is bleeding into new adjacent industries,” Mollenkopf said.

“For us, that’s a great opportunity,” he continued.

But the executive was also keen to highlight that Qualcomm still sees room for growth in the smartphone market, against a backdrop of concern about saturation in this space – at least in the high end, in emerging markets.

“We’re not done with the smartphone yet. The smartphone has a lot of growth left, not just in new geographies,” he argued, with the shift of LTE from the premium tier into the mass market creating new opportunities.

Acknowledging that Qualcomm’s share of the tablet market has been relatively poor, he also noted that this is shifting, both through new design wins and as its traditional handset maker customers begin exploring new markets.

Noting that to date, the tablet market has been dominated by Apple, Mollenkopf said: “We haven’t been in the key designs, this is going back several years ago. But if you look in 2013 and moving into 2014, I think that we have a strong position in some very important tablets. The Kindle Fire HDX uses the Snapdragon product, the same for Google Nexus, and you are starting to see more and more of our traditional handset OEMs leveraging their high-end smartphone designs into tablets as well.”

At CES today, the company announced its Snapdragon 802 processor, which it said is the first fully-integrated system-on-chip designed for next-generation smart TVs, set-top boxes and smart digital media adaptors.

It is said to support seamless decoding of Ultra HD video content, rich user interfaces, and console-quality gaming. It includes technologies specifically for TVs, such as broadcast, analogue and digital I/O interfaces, as well as a custom Android Software Framework based on Kit Kat “designed to enable our OEMs customers to develop performance and media optimised Android solutions for smart consumer electronic devices”.

And also debuted was its Snapdragon 602A applications processor, which is focused on the automotive market. It is said to be “designed to meet the most stringent automotive industry standards for temperature, quality, longevity and reliability”.

It is preintegrated with Qualcomm’s Gobi multimode modem to offer 3G, LTE, Wi-Fi and Bluetooth LE connectivity, “to provide unprecedented, integrated connectivity options for connected infotainment systems”.