AMD Simplifies, Adds Embedded Partners to Channel Program
Following the news of Intel’s consolidation of its partner program comes a move by AMD to simplify its own partner program, with a focus on embedded systems (again) — a similar focus to Intel’s move with EPDS 3.0. The VAR Guy loves competition, and the processor space certainly could use a little shaking up. So what does AMD have up its sleeve? Read on for the details …
On AMD’s corporate blog, John Honning, senior manager of channel marketing worldwide for the Fusion Partner Program at AMD, discussed AMD’s new strategy around embedded systems and the addition of the Systems and Technology track offering inside the Fusion Partner Program.
At Embedded World 2011, the new AMD partner track was announced, opening up tools, market solutions, partner training, support and all the other benefits partners would come to expect in AMD’s channel program. Honnig noted AMD made the additions to give partners even greater opportunity in the newly burgeoning embedded space.
“AMD launched the world’s first and only APU, based on AMD Fusion technology, for embedded systems … opening up new doors for embedded partners to develop a brand-new generation of highly differentiated embedded systems. … The Systems and Technology track offers embedded partners personalized incentives and tools … [and a] highly customized approach … to help our partners achieve their specific sales goals on their own terms.”
So if you’re chomping at the bit, Embedded Partners who enroll in the AMD Fusion Partner Program now effectively are part of the full AMD family. The move is very similar to Intel’s strategy of brining all partners under one umbrella, leaving no one in grey areas without love.
The VAR Guy notices even more parity between the programs, as Honning echoed what Intel’s Steve Dallman said during Intel’s Solutions Summit 2011 about making sure partners are engaged, and helping partners sell solutions — as long as it’s AMD technology. AMD also plans on helping these partners with demands and leads in addition to keeping the program as simple as possible.
The VAR Guy sees the big trend among system builders is to build ’em bigger, faster and more creatively, and they want a level of support from their vendors that supports the business model. The VAR Guy wonders whether partner needs will continue to shape the way big vendors enhance their go-to-channel strategy. But the fact that vendors are listening at all is key. The VAR Guy fully expects to see this trend pop up more and more.
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