Chipset manufacturer AMD has combined its multiple channel partner programmes into a unified global partner programme, the AMD Fusion partner programme, which it hopes will drive sales revenue in emerging markets over the next five years.
AMD recently showcased its AMD Fusion family of accelerated processing units (APUs), following the announcement of its renewed investment into emerging regions after a relatively slow two years of revenue growth.
Darren Grasby, corporate vice president of sales and SME for AMD Europe Middle East and Africa, said: “We have learnt our lessons from the past and AMD's strategy in 2011 is to increase focus around building relationships with our partners.”
According to the company, AMD now has R450 million of free cash and is ready to make big investments into its channel strategy.
“AMD is taking its technology into areas where we historically wouldn't have looked at, such as healthcare and government,” said Grasby. “We feel that we are now in a good position to move forward with our APU technology and will be investing heavily in this region.”
According to AMD, APUs combine more computing capabilities than any other processor in the company's history.
Grasby, said: “As consumers surf and multi-task, expecting a seamless, engaging experience from start to finish, the demands placed on the PC can be significant in terms of processing power.”
The APUs incorporate a multi-core CPU based on x86 technology integrated with a DirectX 11-capable graphics and parallel processing engine. Tablets based on AMD Fusion APUs are expected to be available early this year.
Investing in Africa
Rami Al Saleh, AMD channel sales manager for Middle East, Turkey and Africa (META), said: “META is a focus region for AMD this year. Going forward, we will be investing in high-growth emerging markets to accelerate our revenue growth.”
Al Saleh pointed out AMD's goal for this year will be increasing its marketing investment in SA, Turkey and Egypt, as well as recruiting more partners.
He explained AMD has tripled the number of its local channel partners from three to eight in the first quarter of 2011. Current partners are Axis, Pinnacle Micro and Rectron.
“Our objective is sustained profitability and our strategy is creating deeper relationships with our partners. AMD believes that the APU line will accelerate the business in this region going forward,” said Al Saleh.
He explained AMD chose to adopt a single partner programme to improve engagement with its partners. “AMD used to have multiple partner programmes, which became very complex and was inefficient for our partners.
“Three main pillars of AMD's strategy are platforms, financial benefits, and support for our partners across three partner tiers, namely select, premier and elite. Each will have its own benefits and incentives to help drive business growth.”
Desktop not dead
AMD head of Desktop and Fusion Software, Product Marketing, Sasa Marinkovic predicts there will be a global resurgence of desktop sales in 2011 as economies begin to recover.
“Consumers are using their PCs for more visual experiences. AMD Vision is enabling the next-generation of high-definition graphics.
“The market is starting to recover, and as we move into the second quarter, it will get better. Both the netbook and desktop space is growing. We will see the tablet market taking its own segment and will not eat into existing markets, and this is a market which AMD APUs will be targeting.”
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