Synnex gets relegated to AMD Elite status

Synnex gets relegated to AMD Elite status

The distributor would now have to source AMD product from direct distributors, Ingram Micro and Avnet.

Chip maker, AMD, has relegated Synnex to‘Elite Distribution Partner’ status as part of global changes it has made to its Fusion partner program.

Synnex previously dealt with AMD directly, but will now have to go through the vendor’s Direct Elite Distribution partners, which are Ingram Micro and Avnet, to source products. Altech is also an Elite Distribution partner.

Synnex product manager and marketing director, Darren Tan, said the relationship between the two organisations had not really been affected by the new status. However, it would still maintain a direct relationship with the vendor in regards to accessing marketing programs and other types of benefits.

“The products will still be available to our channel partners,” Tan said.

Synnex will provide AMD CPU and GPU products to its channel partners and will also offer solutions based on AMD’s Accelerated Processing Unit (APU) technology, next year.

AMD A/NZ country manager, Brian Slattery, explained it had gone through a global process and looked at the entire market, and some partners were shifting to the Elite Distributor track. Slattery was appointed as the new country head of AMD in March and at the time, he signalled he would be redefining its channel engagement strategy.

Synnex would be entitled to different programs than what direct partners receive, such as marketing funds and rebates, he said.

“There is going to be some new elements introduced into the program for non-direct Elite Distributors related to total system purchases and those types of things,” Slattery said.

The graphics side of AMD’s business uses a different distribution system, he said.

“Synnex will continue to carry both CPU and graphics products in the future,” he said. “We consider it was a good move for both AMD and Synnex. We’ve been partners for several years and they’re willing to work with AMD.”

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Tags AMDSynnexIngram MicroAvnetaltech computers


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