AMDChannel Support Strategies

Brief Introduction• Advanced Micro Devices is an American

company• Designs and produces microprocessors, flash

memory devices and other solutions• Believes in channel partner support strategies• 3 principles:

▫ Create new customer value▫ Complement existing partnership▫ Localize the execution

Brief Introduction (Contd..)• Transactional Relationships:

▫ AMD RetailPro – Retail Partners▫ AMD Solution Provider Program – Resellers

• Collaborative Relationships:▫ AMD Commercial Channel Access Program –

Channel partners

Q.1. Discuss AMD’s efforts to maintain and improve transactional relationships with its channel partners.

• AMD RetailPro:▫ For retail partners and partners in store

management and technical support▫ Partners could access latest product information,

training and sales tools▫ Could participate in online promotions▫ Could win prizes also▫ Some retail partners were:▫ ABC Warehouse, Amazon.com, Wal-Mart etc

Contd..• AMD Solution Provider Program

▫ Meet needs of resellers▫ Reward their commitment to AMD▫ 3 membership levels: Member, Gold and Platinum▫ Criteria for membership levels:

Level of commitment and business development Extent of alignment with AMD products and brand

strategies Competency level in selling AMD products Loyalty to AMD

▫ Resources could be accessed through Market Builder Web Portal

Contd..▫ E-news updates, quarterly marketing updates,

product collateral and merchandising material and online product training

▫ Gold and Platinum: Had toll-free telephone access to AMD technical

service center Also access to evaluation samples Priority over other channel partners

▫ Program had various functions like educating, communicating and acting as a collaborative forum between AMD and channel partners

▫ Constant update of portal with industry publication, market insights and customer success stories

▫ Customer-centric innovation

Q.2. AMD has focused on establishing collaborative relationships with its channel partners, especially solution integrators. What is the rationale for adopting this type of buyer-seller relationship?

▫ To help solution integrators to make better products thus ensuring demand of AMD products

▫ Elimination of technical bottlenecks for the consumers to solve their toughest business challenges thus creating trust for the AMD brand

▫ Developing products for specific tasks such as product design and chip manufacturing thus creating niche segments

▫ Helping to enhancing efficiency and effectiveness in products by providing excellent performance, reliability, flexibility and serviceability ensuring product success in the market

▫ Moving from supplier relationship to strategic alliance▫ Creating greater value for IT investments for the customers

by superior products and customer service

Q.3. AMD has……adoption in India.” To what extent do you think the channel support efforts of AMD will succeed in increasing its market share?

▫ Will lead to greater penetration in the market▫ Increase the brand awareness about AMD products▫ Will help customer base to get larger attention in

terms of availability of services▫ Will ensure the availability of wider solutions for

challenges▫ Will ensure better value for money for the

customers

• Group Members▫Aadil Ahmed (01)▫Ankur Dave (10)▫Kaushik Bose (40)▫Neha Mehta (53)▫Rajni Sharma (68)▫Saurabh Jain (78)

THANK YOU