Advanced Micro Devices Inc. needs the VAR community to drive customers from 32-bit to 64-bit computing. With that in mind, it has released its first channel plan called the AMD Solution Provider Program.
It is the final piece of the chipmaker’s 2003 go-to-market plan, which started with the
release of the Opteron chip for the server market, and the Athlon 64 processor for desktop and mobile market places.
The AMD Solution Provider plan is in response to Opteron and Athlon 64, said Gary Bixler, marketing manager for AMD’s North American system builder channel.
“”The fact is 64-bit is at the centre of everything we are going for. We are not ignoring other products, but partners know how to sell those and so our focus will be largely on 64-bit, with the majority of the training, marketing funds, and tech support on 64-bit.””
Bixler sees opportunities for partners who are interested in moving customers from 32 to 64-bit with consulting and services. “”VARs can provide this help in migrating the software from 32- to 64-bit. The reason now is the broad channel has a need for some of the program elements to take advantage of the 64-bit timing,”” he said.
AMD should have released the program during the summer, Bixler added. However, he said it would have detracted from the Opteron announcement, which was the company’s first foray into the server market. Bixler said with Opteron, AMD will finally give resellers an alternative to Intel on the server side.
The tiered program will focus on three areas: foundation, connection and business acceleration.
With foundation, AMD will provide basic support with information, training and customized communication.
Connection will involve co-sponsored AMD and partner programs plus access to special events.
Business acceleration includes sales promotions, evaluation and seed programs, and marketing funds.
With a channel program in place, Bixler anticipates an increase in the number of resellers and system integrators supplying AMD product in Canada. The majority of partners in Canada are system builders.
“”We see growth. It represents a new opportunity and businesses, in the past, who have not used AMD, are going to now, especially on the server side as an alternative to Intel,”” he said.
New AMD partners will be able to rise through the ranks. Partners who make a commitment to AMD Opteron and Athlon 64 processors and develop a strategy around those chips may be promoted to Gold or Platinum partner status.