AMD plans exclusive chip club

AMD plans exclusive chip club

CHIPMAKER Advanced Micro Devices (AMD) plans to create an exclusive club of resellers in a forthcoming regional relaunch of its channel strategy.

AMD Australia/New Zealand marketing manager Caroline Francis is working with her counterparts across Asia-Pacific on the programme, which will launch locally by the year-end.

Francis, who comes from Auckland, says the new programme is aimed at increasing AMD’s market share, particularly in the whitebox arena, which makes up a significant part of the company’s income.

The changes also aim to boost sales of its AMD 64 technology, and Athlon 64 and Opteron processors, used in laptops, servers and PCs.

“We are looking to grow our local channel. We need to develop a cohesive reseller programme,” she says.

Details are yet to be finalised, but AMD says the programme will revolve around increasing its reseller base through an exclusive reseller club. AMD also plans to revamp its website to allow channel partners to register online with individual logins.

This will provide key information on merchandising, strategies, support and benefits for resellers, but not cash rebates, Francis says.

Furthermore, a new roadshow will be undertaken to promote the programme.

An initial launch of the programme is expected soon in India, where the chipmaker hopes to double its reseller base to 2000.

The trans-Tasman markets are more mature with 4000 resellers across both countries, though Sydney-based Francis says the vendor is currently verifying these numbers through a telemarketing exercise.

Distributors Avnet and Legend, who both have Auckland offices, represent AMD in both New Zealand and Australia.

AMD is the world’s second-largest chipmaker after Intel. IDC Australia reports AMD has 10.6% of the desktop/notebook chip market in Australia compared with Intel’s 86.2%.

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