AMD launches first ever channel program

Advanced Micro Devices Inc. admittedly needs the VAR community in Canada and the U.S. to drive customers from 32-bit to 64-bit. With that in mind, AMD has released its first ever channel program called the AMD Solution Provider Program.

The program is the final piece of the chipmakers 2003

go to market plan, which started with the release of the Opterion chip for the server market, and the Athlon 64 processor for desktop and mobile market places.

The AMD Solution Provider Program is in response to the release of Opterion and Athlon 64, said Gary Bixler, marketing manager for the North American system builder channel for AMD.

“”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 that and so our focus will be largely on 64-bit with the majority of the training, marketing funds, and tech support on 64-bit,”” he said.

Bixler sees opportunities for partners who are interested in moving customers form 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 Opterion announcement, which was the company’s first foray into the server market. Bixler said with Opterion, 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 product information, training and customized communication.

Connection will involve co-sponsored AMD and partner programs plus access to special events.

Finally, the business acceleration part 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. In the past, the majority of partners in Canada were 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. In addition to entry level membership, partners who decide to make a commitment to AMD Opterion and Athlon 64 processors and develop a strategy around those processors may be promoted to Gold and Platinum member status, which offer more benefits, he added.

The AMD Solution Provider program is accessible through the AMD Market Builder portal, which replaces the AMD ResellerPro site. Resellers interested in joining can register at

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