AMD to target OEMs with new appointment

AMD to target OEMs with new appointment

The revamp of AMD Australia is continuing, with the appointment of a dedicated OEM manager, Sam Beydoun.

In former incarnations Beydoun experienced both sides of the channel, having worked for hardware vendor Compaq and Australian OEM ASI Solutions. His new role will bring him into contact with local OEMs, such as his former employer ASI as well as larger international PC manufacturers, and will consist of orchestrating joint promotions and the creation of merchandising and education campaigns.

The creation of the new position is part of a plan to improve partner and customer access to AMD resources in Australia.

The makeover of AMD's Australia and New Zealand arm began in August last year with the appointment of John Robinson as country manager, Australia/New Zealand, and Nicola Bond as senior marketing executive. Former business development manager Steven Fraser was also promoted to regional sales manager of Australia/New Zealand and Michael Apthorpe was appointed technical manager in October of the same year.

Robinson describes the approach as long-term and strategic, explaining that while most of the infrastructure remains in Singapore, the company's Australian and New Zealand operations now consist of a complete sales and business development team.

"The strategy was to put the resources near the customer," Robinson said. "We had a one-man band in Steven Fraser and we were developing a substantial amount of business, but there is only so much you can do with the rest of the infrastructure based in Singapore."

The appointment of Bond led to a significant increase in AMD visibility with the launch of a branding campaign consisting of billboards throughout Sydney and Melbourne.

According to Robinson, AMD Australia/New Zealand has achieved a significant increase in sales, however he refused to be drawn on exact numbers.

"While much of the growth has been coincidental, and in line with a pattern that was already underway, there can be no doubt that our increased presence in Australia has had a positive effect on sales," Robinson said.

Robinson also revealed that AMD expects further growth to be generated through recently appointed distribution partners Adelaide-based Legend Performance Technology.

"We are working with Legend to create a focus on markets such as government and high-end business where we have had a limited presence up to this point in time," Robinson said.

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