Wireless infrastructure provider Qualcomm has established a Philippine office and has bared plans to address the country's burgeoning 3G market.

The company, known as one of the leading makers of wireless technology equipment and cellular phone components, also said it will continue its market strategy as a technology and value chain enabler.

The company also appointed Mantosh Malhotra as Qualcomm country manager for the Philippines.

The executive said this early, Qualcomm is in negotiations with the country's regulators, operators, and government agencies for possible projects.

He said Qualcomm is targetting the whole 3G ecosystem, although specific projects have yet to be identified.

The executive also said Qualcomm has no plans of setting up a research and development facility in the country.

"What we will initially do is look into the whole 3G market in the Philippines by talking to different members of the whole 3G ecosystem, including regulators, operators and the government," the executive said.

Malhotra, who previously led Qualcomm's internet services unit for Australia and New Zealand, said Qualcomm will start formal operations in a "few months."

Meanwhile, John Stefanac, Qualcomm president for Southeast Asia, said the setting up of the Philippine office is part of Qualcomm's strategy to further address emerging markets in Asia.

The executive said a substantial chunk of the worldwide growth in 3G will come from emerging markets. As such, Qualcomm will be focusing on these areas.

Stefanac further said there still challenges that 3G stakeholders face in the Philippines.

He said that while 3G continues to grow, stakeholders must be able to put in the right applications to further attract users, as well as determine the right frequencies for these applications.

Issues such as tariff and pricing also remain, the executive said, noting that operators have the sole "control" on this area.

The volume being delivered over wireless networks will inevitably require faster 3G networks, Stefanac said, compelling operators to put in more robust 3G networks to accomodate this information surge.

Stefanac said figures from research outfit World Cellular Information Services showed that the global 3G subscriber base will grow from 720 million currently to a staggering 1.4 billion by 2012.

A majority of the growth will come from emerging markets, the executive said.