AMD HAS a new channel programme, called Fusion that will aim to reinforce the use of its own CPU and graphics processors together ("AMD And AMD" - so called triple A scheme), and encourage more systems builders to use AMD.

It has identified that it needs more pull-through in its channel, and that it has historically "overinvested in distribution" as 75% of AMD channel investment is with distribution partners that are not driving sales-out demand down the channel, it has found.

Some 80% of channel sales-out revenue is actually delivered by lowest tier or non-tiered partners, it has found, particularly in Europe. The new scheme will be regionally flexible, but is in the traditional structure of Elite, with 40-60 partners in total world-wide, then Premier, then Select for the smaller partners. The programme will start rolling out at the end of the year, and will be complete by mid year 2010.

It will mean more demo kit to partners, as well as particular loyalty incentives and pricing for the triple A approach. In discussions with partners, it says the most asked-for channel improvement is a good channel portal, with partners interacting on-line with AMD, and giving access to marketing materials and information.
www.amd.com