AMD fires broadside with Ingram

AMD fires broadside with Ingram

Chipmaker AMD has appointed Ingram Micro as its first broad-based distributor in New Zealand.

The deal is part of a global agreement between the two companies aimed at extending the availability of AMD’s AMD64 processors.

But Ingram Micro will not have the market to itself.

It shares the local distribution rights for AMD’s full range of desktop, mobile and server microprocessor products with Legend and Avnet. Both these are based in Australia, but have been supplying the range into New Zealand, while Legend also has a Wellington office.

Caleb Leung, AMD’s Sydney-based Australia and New Zealand sales manager, says Avnet and Legend remain onboard, but adds Ingram Micro is important to the company’s growth strategy here.

“We have been experiencing large market share improvements in the last few quarters,” he says.

“We want to expand our product offering due to higher demand. There is a lot of room in New Zealand to have a third distributor.”

Traditionally strong in the gaming sector, AMD is now tapping into several new markets, including mass merchants, SMBs, government and the large enterprise, says Leung.

Increasing demand has also been generated by AMD’s dual core processor launched last year, says Leung.

“The dual core processor has been a great product for us. Ever since it was launched AMD has become a premium product,” he says.

In a statement, Ingram Micro managing director Tony Butler said the company’s appointment means local businesses will have a greater variety when it comes to choosing microprocessors.

Ingram Micro is also a distributor of AMD rival Intel, but this does not concern Leung, who says the company represents many competing brands.

Meanwhile Dan Anderson PR manager for Intel in Sydney says the distributor also taking on AMD will not harm its relationship with Ingram Micro.

“It is business as usual,” he says.

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