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AMD Is 'Aggressively' Incentivizing Partners To Sell Ryzen Pro

'We're really taking steps that are new and substantial investments on the AMD side, relative to what we've done in the commercial business historically, to go grow this market for us,' AMD's Matthew Unangst says of the chipmaker's new enterprise-level laptop processors.

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How can Ryzen Pro help with an IT organization with remote management capabilities?

I think if you look at our AMD Pro Manageability feature sets, what we deliver there is a very robust set of features so that an IT department can integrate AMD-based platforms using the same process and the same steps and the same overhead as integrating a new platform from our competition, and then deliver the toolsets for them to manage those PCs.

So whether workers are in the office or working remotely or at home, the ability for that IT department to monitor their PC fleet, push security patches, even do remote provisioning and enable employees working remotely with new platforms and get them set up — all of those capabilities are there as part of that AMD Pro Manageability. And so from an IT perspective, that's really the key thing that enables them to really integrate AMD platforms without any extra worker overhead versus our competition.

What is AMD's strategy for pushing adoption of Ryzen Pro?

The product is table stakes. It's absolutely essential that we get the product right and that we have a great product. But that's really just the starting point. And so when we look at our commercial business, delivering the right product with leadership capabilities is step one.

Now what we're doing is, we're really taking steps that are new and substantial investments on the AMD side, relative to what we've done in the commercial business historically, to go grow this market for us. So we have rolled out a new tool around training, AMD Arena. That's a key mechanism for us to go educate our partners and resellers and customers about the capabilities of the product. We're putting investments into very targeted campaigns in a way that we haven't done before.

And then, to round that out, we have put some new programs in place, in particular with our channel partners, to build out those partnerships to a level that they haven't been before.

It's about generating end user awareness and demand for our product. It's about improving and strengthening our partnerships with all of the distributors and resellers that sell our products. And then it's about continuing to strengthen that relationship with our OEM partners, so that we're working in concert as we drive this. There's no one silver bullet here — it's a big business — and we are focused on all of the pieces there to continue to take what is a great product and accelerate adoption in the market.

 
 
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