AMD eyes SMBs now


AMD In­dia, which had a record 2013 in the commercial PC seg­ment pow­ered by sev­eral large govern­ment and en­ter­prise or­ders, is bet­ting on SMB chan­nels in 2014. The chip maker will for­mal­ize a chan­nel pro­gram whereby it will rope in around 100 tier-2 SIs and cor­po­rate re­sellers to tar­get deal sizes rang­ing from 50-250 units.

In 2013, AMD fig­ured in many govern­ment or­ders such as 100 per­cent of the 1.5 mil­lion plus note­book ship­ments which HP made to the UP govern­ment as part of the free sup­ply of PCs to stu­dents. Other ten­ders from states such as Ra­jasthan, Delhi, Goa, Odisha and Tamil Nadu saw OEM part­ners like HP, Acer, Wipro and HCL ship­ping AMDbased SKUs.

In fact in Q32013, IDC re­ported that for the first time AMD’s mar­ket share was big­ger (60 per­cent) than that of archri­val In­tel in the commercial PC cat­e­gory. The commercial PC mar­ket is es­ti­mated to have clocked 5.7 mil­lion units in 2013.

Apart from the large govern­ment deals, AMD also made in­roads into the non­govern­ment en­ter­prise sec­tor. “We have been suc­cess­ful in win­ning many or­ders in the cor­po­rate, IT-ITeS and BFSI sec­tors. Some of the names in­clude Re­liance, HDFC, In­fosys, Ac­cen­ture and ICICI,” re­vealed Vi­nay Sinha, Di­rec­tor, En­ter­prise Busi­ness, AMD In­dia.

The ma­jor­ity of these govern­ment and en­ter­prise or­ders were ex­e­cuted di­rectly by OEM part­ners or na­tional SIs; AMD now wants to ex­tend this suc­cess story to the SMB and ed­u­ca­tion seg­ment, and for this will woo part­ners of Acer, Len­ovo, HP and Dell.

The chip maker has al­ready signed 14 tier-2 part­ners in­clud­ing Delhi-based

“We have won many large govern­ment deals and also from large cor­po­rates. Now our fo­cus is to sell AMD PCs to SMBs through part­ners” VI­NAY SINHA Di­rec­tor, En­ter­prise Busi­ness AMD In­dia

Mi­cro­clinic Tech­nolo­gies and Ben­galuru-based Niner­ich In­fotech, and is aim­ing to take the num­ber to around 100 by April 2014. Ar­gued Sinha, “Our key mes­sage is that if a large bank or top IT ser­vices com­pany can buy AMD, why can’t an SMB?”

With the re­cently-launched Kaveri-based APUs re­ceiv­ing pos­i­tive feed­back from the an­a­lyst com­mu­nity, Sinha feels that the mo­men­tum is back. He said that Acer, Len­ovo and HP will carry at least three SKUs with the op­tion of Win­dows Pro­fes­sional or Linux. “We also ex­pect Dell to sign up soon.”

To man­age the pro­posed 100 part­ners AMD has al­ready ap­pointed a chan­nel man­ager, and is con­duct­ing 12 chan­nel meets across the coun­try. “We have also man­aged to get, for the first time, a num­ber of SKUs ap­proved un­der the DGS&D price list. This should give our govern­ment-fo­cused chan­nel part­ners a wider op­por­tu­nity,” said Sinha.

He said that steps are be­ing taken to en­sure that AMD SKUs are made avail­able on a stockand-sell or MOQ model; the non-avail­abil­ity of this op­tion so far has been the big­gest grouse of AMD-friendly chan­nel part­ners. “This year we will see that in ev­ery ma­jor mar­ket, there are sub­dis­trib­u­tors stock­ing AMD SKUs for commercial busi­ness.”

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