Chipmaker Advanced Micro Devices (AMD) has appointed IT equipment distribution company Corex as its regional distributor for its microprocessors, including both central processing units and accelerated processing units.
The company will supply AMD's products into SA and portions of Southern Africa.
According to Corex, the appointment builds on an existing relationship between the two companies - Corex was AMD Elite Partner.
Corex becoming the regional distributor was the next evolution of the relationship and a natural fit for both companies, says Mark Lu, CEO at COREX.
AMD aims to leverage Corex's strong relationships with key partners countrywide to expand its existing presence in the South African market.
"With an established history of embracing innovative technologies and an in-depth understanding of consumer needs, Corex is an ideal partner to help AMD reach the robust South African market," said Omar Fakhri, head of sales, AMD Middle East and Africa.
Lu says Corex plans to ensure AMD products are offered for sale from all avenues of business, including but not limited to online retail, traditional retail, reseller and system builder channels.
"AMD is a brand that needs no introduction, and Corex will ensure that its products will be readily available to customers with extremely competitive pricing that will provide customers with the most 'bang-for-buck'."
Corex's knowledge of the computing and connectivity sectors complements AMD's expansive experience and award-winning products for the desktop, server, workstation and graphics markets, says AMD.
"AMD is a natural fit for Corex due to our background in gaming, and current profile that spans across a range of key industry verticals.
"With SA emerging to become a fiercely competitive market and AMD offering such a strong product portfolio, we believe our renewed relationship with AMD will be mutually beneficial for all parties involved, and allow us to bring truly differentiated products to the market," says Lu.
He says the biggest challenges faced by AMD in recent years have been to have local presence and local distribution in SA.
Local presence within SA was something that was rectified as it was key to ensuring that AMD can again grow in this market, adds Lu.
"Local distribution remained the last hurdle and with this appointment is now a thing of the past, AMD can again become a force in the local IT market."
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