AMD rolls out channel program for SI partners

DQW Bureau
25 Aug 2010


Advanced Micro Devices href="">(AMD)

India has

announced its new channel programme which aims at SI partners and

system builders. Sharing details on this,

Raghuram Pattabiraman, Director-Transaction Business, AMD India

said, “Under our SMART channel program, we have a selected set of

SI/System Builder partners who have an experience of AMD technology.

These partners are completely knowledgeable about the 3As ie AMD

CPUs, AMD chipsets and AMD graphics. All this help the customers to

get the best in class PCs that offers the maximum value for their




has three national distributors namely Rashi, Avnet and

Ingram. Apart from this there is a set of premier partners and system

builder partners who form the final tier catering to the customers.

AMD also has partnered with HCL, PCS, Zenith, Sai Info System who

cater to large enterprise and government business. The company has

XFX, Sapphire, Asus for its ATI RADEON graphics products.

Pattabiraman said, “These distributors cater to the system builder

channel. AMD has a selected and focused set of partners, who enable

and ensure that our products reach out to final tier system builder

partners, commercial customers and consumers in all key markets

across the country.” Talking about the accredition system

Pattabiraman said, “We at AMD have a different system of

recognizing our channel partners. Our channel partners are accredited

under AMD's globally recognized Fusion Partner Program. The AMD

Fusion Partner Program has various tiers like Elite, Premier and

Select under which we group our partners.”


be a part of the SMART Channel, AMD is looking at partners who are

aware of PC technologies and understand the various elements of PC

technologies with respect to the CPUs, graphics and chipsets.

Moreover, they should be able to guide the customer and give them the

best possible solution according to customer needs. Pattabhiraman

concluded by quoting, “The partner should know which product to

suggest, if a small business customer is looking for a basic PC.

Similarly, if someone is looking for gaming or engineering, then he

should be directed towards our Radeon graphics.”