AMD refocuses its channel strategy in India Launches special program for customers

In a bid to increase its market share and make an impact in the market, Advanced Micro Devices (AMD) has undertaken a major refocusing exercise in its relationship with its channels. The company which was till now focussing on its relationship with the master resellers will now expand its focus to encompass the tier three and tier four channels also.


To this end, the company will shortly launch a program that will unite these resellers under one umbrella and provide greater support from the company. The program will be conducted on the company's website and is expected to provide a boost to the channel sale in the country.

The program envisages dividing its existing channels into three categories--ordinary, associated and premium--based on sales proportion and technical awareness. AMD plans to run a certification program to test the technical awareness of its channels. "A lot of marketing depends on the technical awareness of the channel," explained Ajay Kapure, the authorized representative in India of AMD.

The channels are expected to reap both tangible and intangible rewards from this program. Besides gifts, which are tangible rewards, the intangible rewards include becoming the preferred partner of AMD as well as marketing support.

Simultaneously at the regional level, which is the Asia-Pacific region, the company has also launched another initiative targeted at the users called the AMD and Friends program. This is a customer loyalty program with the objective to increase the value that the end-user gets from buying an AMD processor.

The customer will get support in terms of getting technical tips, participating in online games and quizzes for which there will be handsome prizes, availing of the e-pal newsletter as well be informed about online bargains. While the program will be anchored from Singapore, the front ending will be done at the local level. Like coordinating prizes, etc will be done at the local level but answering technical queries and providing other kinds of support will be anchored from the Singapore office. The program is also expected to reinforce the brand name of AMD and the role of its authorized channel partners.

(CNS)