AMD aims for loyalty with new partner program

AMD aims for loyalty with new partner program

AMD has kicked off the New Year by rolling out a new channel program to reward partner sales with marketing funds.

The AMD Solution Provider Program categorises the vendor's partners into different categories - Premier for wholesalers; Professional for OEMs and systems integrators; and Reseller for its thousands of dealers.

The chipmaker's senior marketing executive for Australia and New Zealand, Caroline Francis, said the new program had been created in response to partner feedback.

"AMD went to market six months ago to find out what people thought about its existing channel programs, which were pretty static at that time," she said. "The new program has been designed to build one-to-one relationships with partners - particularly in Australia and New Zealand because it is such a large channel here.

"We wanted to know what people need from us in terms of marketing activity as well as to build loyalty and provide support according to the type of businesses our partners are running. There are different types of partners and we needed a program suitable for each level."

Smaller dealers would have the most to gain from the new program, according to Francis.

"The majority of resellers are running small and varied businesses that build systems as well as selling components," she said. "Reward points give them access to things they wouldn't normally be able to do."

Points, which are also awarded for attending AMD events or completing training modules, can be accumulated over a six-month period but must then be cashed in for marketing activities. Dealers will be sent reminders one month, one week and one day before points expire.

Francis said resellers that enrol in the new program will also be able to register their business details, which will then be made available to end-users through a where-to-buy facility.

Initially launched for partners in Australia, New Zealand, Malaysia and Singapore, there are plans to include Korea, Thailand, Japan and possibly Taiwan in the program by the end of March.

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