AMD is looking to snatch up a share in Australia's lucrative government marketplace and has hired a new OEM and government relations manager for the task.
Former Microsoft Windows OEM business development manager, Iain Walker, said his new role was divided into two main responsibilities - looking after relationships with OEM partners and building up government sales.
"It's a buck stops here job," he said. "I don't underestimate the challenge."
Although AMD has had several wins via partners in state governments in Western Australia and Victoria, Walker said it was determined to gain more national sales away from incumbent supplier, Intel.
"We want a level playing field," he said. "The technical advantage is there, but we need to deliver the message to more people. In government, we haven't got as high a share as any other segment. So we'd like to see more partners presenting AMD-based solutions to the government for major tenders."
Walker said he would also concentrate on further pushing the vendor's technical performance to OEM partners. These range from multinational players such as HP, Acer and IBM to local manufacturers like Optima, Leader and Omega.
"Most people are happy to concede that we have a technical advantage for now with our Athlon 64-bit and Opteron products," he claimed. "We need to provide more technical backing and documents, such as independent reports and cost savings."
The OEM role is one of two positions created by AMD following the departure of sales manager, Steven Fraser, in April. In May, it hired former Ingram Micro product manager, Caleb Leung, to take up the newly created distribution manager role.
Both report directly to Singapore-based director, Bryan Low, who took over responsibilities managing the A/NZ market after country manager, John Robinson, resigned.
Prior to taking up his new post, Walker spent five years at Microsoft; three in an OEM role, and two working on government sales.