Fast-forward partner Fusion with AMD

Buxton: Wants to help the channel

AMD is keen to be seen as a platform vendor in 2010 and is set to launch a raft of new channel incentives to stimulate sales.

The CPU and processor vendor recently took the wraps off its global partner programme ­ named Fusion Partner Programme ­ which was designed to bring all aspects of its channel programme together under the same umbrella for the first time since its acquisition of ATI in 2006.

Andrew Buxton, EMEA channel director at AMD, says: “We are trying to think of ways we can help the channel and we want to incentivise our partners by offering extra rebates.”

Buxton says that the more resellers generate in sales this coming quarter, the more marketing funds they will generate that can be spent the following quarter.
“Having one programme rather than lots of little ones is more consistent for the channel,” he says.

He adds that in Q1 next year AMD plans to enhance its partner programme, with a view to rewarding customers that buy more AMD product lines.

“We are trying to behave as a platform company rather than a processor vendor,” says Buxton. “Therefore, we are planning ways to reward customers that buy more of our range in the same transaction.”

AMD is also feeling confident for the coming quarter, he says.

“If you go back to this time last year, the whole industry was worried. In Q4 a lot of people stopped spending money and that went down to consumer level. In Q1 things settled down and people began thinking: ‘If I still have a job it’s going to be OK’.

“Also, because interest rates have been so low, people have extra cash and, rather than go on holiday, a lot have thought about upgrading their PC. This is often done by working with the channel ­ many consumers would rather order through a local manufacturer or small reseller that will build the desktop to their spec.

He also warns about underestimating the gaming market.

“A lot of people would still rather order a gaming PC than buy a console that tends to block the TV. With a PC, people can go into a different room to play and not be in the way, and they want the best specs for their money,” he says. “With these customers we can try and respond by delivering a clear value proposition that will give them a better overall experience using the PC.”

Buxton says he has high hopes from the launch of Windows 7.

“If you draw a pyramid ­ there are three things that drive technology adoption at the top ­ CPUs, graphics cards and operating systems,” he says. “So when a new family of CPUs and Windows 7 is released it stimulates everything below it, such as memory, disk drives, keyboards and mice.

“Windows 7 is what everyone wanted Vista to be and it is looking very positive at the moment. AMD has brought a really new price point to the market for the general-purpose Windows 7 PC. We have an entry-level quad core that retails for about 40 per cent less than other entry-level quads.

“When this is coupled with an integrated motherboard and graphics card, users will get a nice PC with a high level of integrated graphics for a very reasonable price point.”

He says AMD is concentrating on picking a few sweet spots in the market and offering a platform through partners that will help to stimulate the market.

“We don’t just want to throw a bunch of components out there. We are seeing more and more that we need to get our platform message out, and that is what we will do.”