Qualcomm CEO: FLO TV numbers 'not nearly what we expected'

Qualcomm CEO Paul Jacobs admitted consumer adoption of its FLO TV mobile broadcast service has so far failed to meet the chipmaker's expectations, despite marketing efforts including multiple commercial spots during this year's Super Bowl telecast. "There are people who love it, but the numbers are not nearly what we expected," Jacobs said during an appearance Wednesday at The Wall Street Journal's All Things Digital conference.

According to Jacobs, he envisions the FLO technology will ultimately evolve into a more general data delivery platform for connected devices, not limited to mobile video. To illustrate the point, Jacobs demonstrated Mirasol, a new solution enabling handsets and related devices to display text content comparable to ereaders like Amazon.com's Kindle, but with added features like color and video.

In mid-April, Qualcomm's FLO TV subsidiary announced it will bolster its mobile TV services via new applications that enhance video with web content and social media tools. According to FLO TV, it will integrate relevant, on-demand content and interactive features into its current live linear video programming lineup, enabling subscribers to click for more information on a show--users may also click to purchase an advertised product. In addition, FLO TV will introduce new pricing options, allowing users to purchase pay-per-day passes without committing to a recurring monthly subscription.

For more on Jacobs' FLO TV comments:
- read this Wall Street Journal article

Related articles:
FLO TV adds interactive features, time-shifted viewing
FLO TV tunes in to CNN Mobile
FLO TV kicks off Super Bowl advertising campaign
AT&T trims FLO TV pricing to $10 a month
FLO TV debuts dedicated handheld device