AMD relaunch to serve more chips

AMD relaunch to serve more chips

Chipmaker, Advanced Micro Devices (AMD), plans to create an exclusive club of resellers in a forthcoming relaunch of its channel strategy.

AMD Australia/New Zealand marketing manager, Caroline Francis, is working with her counterparts across Asia-Pacific on the program, which will launch locally in the third-quarter of 2004.

Francis said the new program was aimed at increasing AMD’s market share, particularly in the whitebox arena, which makes up a significant part of the company’s income.

The changes were also aimed at boosting sales of its AMD 64 technology, and Athlon 64 and Opteron processors, used in laptops, servers and PCs.

“We are looking to grow our local channel,” she said.

“We need to develop a cohesive reseller program.”

Although details were yet to be finalised, the vendor has said the program would revolve around increasing its reseller base through an exclusive reseller club. AMD also plans to revamp its website to allow channel partners to register online with individual logins.

This would provide key information on merchandising, strategies, support and benefits for resellers, Francis said.

In addition, a new roadshow will be undertaken to promote the program.

AMD hopes to double its channel in India to 2000 resellers through its version of the program, which will be launched this month.

In Australia and New Zealand, the market is more mature — AMD claims it has 4000 resellers across both countries, served by distributors Avnet and Legend.

The company is the world’s second-largest chipmaker after Intel. According to analysts IDC, AMD has 10.6 per cent of the desktop/notebook chip market in Australia, compared with Intel’s 86.2 per cent.

Francis said a fundamental difference between Intel’s comparative dealer program and AMD’s channel strategy was that AMD would not offer cash rebates to resellers.

It preferred to add value through marketing and other initiatives, she said.

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