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New AMD Channel Chief Richardson Set To Build ‘Ultimate Channel’ Strategy

In his first interview as AMD’s North America channel chief, HPE veteran Terry Richardson talks about his plans to build out the company’s commercial channel team and convince partners to increasingly use its processors over Intel’s and Nvidia’s products.

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Richardson Wants to Help Partners Build Sustainable Companies, Innovative Solutions

New AMD North American Channel Chief Terry Richardson vowed to expand relationships with channel partners and convince them to increasingly use the company’s processors over rival products in his first interview since being hired by the chipmaker.

Richardson joined the Santa Clara, Calif.-based chipmaker March 1 after retiring in January from Hewlett Packard Enterprise, where he worked for 11 years and served as the head of the company’s channels and alliances. In his new role as North America channel chief, Richardson will oversee commercial sales of CPUs and GPUs through server and PC OEMs as well as distributors.

[Related: Lisa Su’s Channel Awakening: Why Partners Could Be AMD’s ‘Largest Growth Opportunity’ ]

Partners told CRN that AMD’s decision to hire Richardson to lead commercial channel sales in North America gives the chipmaker instant credibility and will help it continue to gain market share against Intel, which has a substantial lead over AMD in both market share and long-standing channel relationships. It is also taking on lead GPU maker Nvidia with its own slate of client and data center GPU products.

In an exclusive interview with CRN, Richardson said it’s important to him that relationships with partners are “win-win,” whether they are with solution providers, distributors or systems integrators. In the past few years, AMD has been expanding beyond its traditional component channel for retailers and system builders with a new focus on solutions providers that resell PCs and servers from OEMs.

“I think it’s really important to listen to the partners describe their needs and interests, where they’re trying to take their businesses and look for the ways and intersection points where AMD can allow partners to achieve some of their goals, many of which are related to not only building great sustainable companies but really delivering innovative solutions to customers,” he said.

What follows is an edited transcript of CRN’s interview with Richardson, who talked about why he joined AMD and how his experience at HPE will inform AMD’s channel strategy, among other things.

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