Beyond a good development toolset they also need to decide what level of application support they will provide. The Arduino mentioned by @erebus is an excellent example. This open-source project has a very active user support infrastructure, better than is provided by many commercial companies. At a minimum hopefully Qualcomm is providing a user support forum. Does anyone know if they are?
I agree with Larry. While they are offering a very capable development kit, there was no mention about software tools to design, build and debug applications. There was also no set area defined where Qualcomm would target their board for. If they are just fishing for customers, they need to start with an Arduino level product and provide a large array of code libraries with a good IDE. They are moving into a very tough market and you need more than just a neat processor, you need to have a full support environment that is very easy to learn and use.
Doing the development board is the easy part. The hard part is supporting developers that will be using it. Has Qualcomm set up the resources to support small (i.e. non-strategic to Qualcomm) development efforts?