After two years with only one route to market, AMD Australia has announced the appointment of Zatek as its second distributor of semiconductor products for the local market.
Terry Lim, AMD Australia's business development manager, said the appointment of Zatek was a carefully planned move to service the market more effectively through competition, as customers will have a choice in the distributors they use.
AMD has previously operated with two distributors. While it maintains a relationship with Avnet Pacific, a second distribution agreement with R&D Electronic was terminated in 1994. Lim says the appointment of Zatek is a return to the status quo.
"The market here has always warranted two distributors; it was screaming out for a second distributor," he said. "The bottom line is that the consumer is given a second choice, and the consumer or OEM will have a fair chance of getting the best product for their money."
Zatek will be distributing AMD's entire product line of peripherals and CPUs, which Lim claims are a match for Intel's Pentium processors.
Zatek will also distribute other AMD microprocessors, SLIC/SLAC line card communication products, 8-, 16-, and 32-bit embedded processors, and Taxi networking chips. However, AMD's programmable logic products will be exclusively distributed by the new AMD subsidiary Vantis Corporation.
Lim said AMD considers Zatek to have a wealth of experience in the semiconductor marketplace, as well as strong financial backing, which will enable it to commit itself to the marketing and distribution of the product lines.
Stewart Booth, national sales/marketing manager of Zatek, said AMD's product lines complement Zatek's focus on working with customers to design end products. "The AMD product line provides a perfect complement for our existing range of specialist electronic components.
"AMD is a leading-edge technology company that really has a lot to offer and they have a very broad customer base, from industrial to PCs," he said.