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24 Jul 2009
AMD is looking to get closer to its channel partners as it pushes for more market share.
The CPU manufacturer has just started the process of evaluating its channel with a view to structural change, but was unable to go into more detail at this stage.
It recently restructured the company layout into four distinct groups – marketing and PR, consumer engagement, multi-national engagement and component channel and regional OEMs, each headed by a different executive.
Further reading
AMD works through three master distribution partners in the UK: Avnet, VIP and Microtronica, which in turn supply its network of VARs, resellers and retailers.
Darren Grasby, who heads up the component channel and regional OEM division across EMEA, said: “We have tried to redefine the company so people can understand the organisation of AMD. It is all about getting into channel partner customers and understanding how to make the business work for them, enabling them to be profitable.”
Duncan McAuley, purchasing director at AMD distributor VIP, said: “We have worked over the past few years to forge a close relationship with AMD, and as a Master distributor we can pass on additional stock and pricing benefits.”
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