AMD adds partner specialisations to channel program

AMD adds partner specialisations to channel program

All existing channel programs to be rolled into one by 2010

AMD has launched a new global channel program in an effort to consolidate its current offering.

Under the new structure, the components vendor will have three categories of partners. The lowest level is Select, followed by the middle category of Premier with Elite partners at the high-end. Partners are then subcategorised into one of six partner tracks, each offering different reward levels. These include channel providers, etailers, commercial volume resellers, commercial solution providers, consumer solution providers and retailers.

More than 2000 local partners will be rolled into the new AMD Fusion scheme by 2010, according to the vendor’s country manager, Caleb Leung.

“It’s designed to make it easier for all partners across the GPU, CPU and chipset product lines,” he said. “Anyone buying AMD solutions, whether it’s through our master distributors or our sub-distributors, can register online.”

Any company wanting to be an Elite partner must come from the vendor’s existing group of Platinum partners. Leung would not provide estimates of how many Elite companies he expected, but said there would be 15-20 local Premier partners with the remainder kept at Select level. Although there is no joining fee, Premier and Elite organisations will be invited by AMD.

“We measure them not just through their sell-through but also through their strategic place in the market. They could be very strategic in gaming or they could be very strategic in our specific regions,” Leung said.

All partners will gain foundation benefits, which include point-of-sale materials and other items needed to make sales. Connections benefits include rewards and recognition provided to top-level customers. Lastly, acceleration benefits include demand generators and marketing support provided on an ad-hoc basis to partners.

“I can’t project whether or not we’ll get more partners, but obviously the intention is to provide this type of program so we can recruit more in the future,” Leung said.

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