AMD targets business PC market in Australia

By William Maher on Apr 16, 2014 6:00 AM
Filed under Hardware

Sees future beyond consumers.

AMD has signalled its intention to ramp up its activity in the commercial PC market in Australia, with plans for new channel programs in the country.

The chip supplier wants to "quadruple" AMD-based offerings available in the Australian commercial market, said corporate vice president for Asia Pacific-Japan, David Bennett.
"We want to offer the Australian channel an alternative, differentiation and better value," Bennett said. "My commitment is we're going to invest in this channel."
AMD's main vendor partner in the commercial market in Australia is HP, while a representative also said Dell provides AMD-based servers locally. While Lenovo and other vendors offer AMD-based business PCs overseas, CRN was told they do not in Australia.
"You're going to see multiple offerings from multiple major OEMS," Bennett said. "It's certainly going to offer [resellers] more choice. Well be looking at a number of new channel programs to support that."
The decision follows demand for AMD in the commercial market in India, including a contract in the Indian education sector for more than 1.5 million units.
"It gave us the confidence to say yes we can compete as a commercial client," Bennett said.
Government is one sector AMD has its eye on. "They're more receptive, " said Bennett.
"When you've got a single vendor, what typically happens is it boils down to a price war. For channel vendors looking to pull out of that struggle we can offer something different."
He pointed to thin-clients and servers as two categories where AMD has had some success in the commercial market. The company announced its first 64-bit ARM server processor this year.
IDC reports that from the first to second half of 2013, AMD's consumer shipments in Australia and New Zealand grew by 119 percent . 
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AMD targets business PC market in Australia AMD's David Bennett
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