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AMD's executives are confident that its new Fusion integrated graphics platform offers system builders a greater variety of technical designs and business opportunities than Intel's Sandy Bridge.
In an interview with CRN on Thursday, David Kenyon, vice president of worldwide channel marketing at AMD, said that system builders in Europe and Asia see the variety of Fusion designs as an advantage for AMD against its main rival in the microprocessor industry. "It's a compelling way to show differentiation with Intel," Kenyon said.
Kenyon said that the reseller channel is essential to the success of AMD's Fusion platform, as more Fusion APUs go to market in the middle of this year. "We've been working hard on the channel programs, especially our Partner Portal which launched last year," Kenyon said. "We've started rolling out new programs and marketing campaigns to promote Fusion as well. We see it as positive momentum."
As for the sudden resignation of AMD's CEO Dirk Meyer earlier this month, Kenyon said a change at the top will translate into new opportunities for the company.
"The change made in executive leadership was a signal to the market and the company that we need to move faster in the future," Kenyon said. "It's not a statement of how we've done to this point."
Beyond the integrated and discrete graphics technology itself, AMD is excited to see how the channel relates to the additional capabilities on its processors, Kenyon said. He cited Brazos APU-enabled desktop PCs as an example of products that can gain access to emerging markets thanks to affordable, low-power processor technology.
"To get this kind of capability in the not-so-recent past, you would have had to pay a thousand dollars, now it's being offered at lower price-points," he said. "That part is particularly compelling for us as far as our channel partners."
In addition, Kenyon said AMD is engaged in new marketing campaigns designed to promote Fusion products, and that the launch of AMD's Partner Portal is contributing to those efforts. "The rollout of portal allows partners to interact with their marketing funds," Kenyon said. "All of that is going to be handled online, and the portal is going to be available all over the world."
Next: AMD Reaching Out To Smaller Channel Partners