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SIs Need to Change their Paradigm (Part-2)
By
Pallabika Ganguly
Mumbai, Jul 26, 2008
Advanced Micro Devices (AMD) is a processing power house that continuously strives in making technology more accessible to the world. The company has taken up new initiatives to widen its reach and deepen penetration in India through IT channels. In an exclusive interview with Channeltimes, Deepanshu Sharma, General Manager of the company, talks on some of the company plans, products and policies to Pallabika Ganguly. Excerpts...
How seriously are you working to cater to the Indian gamers?
With the most compelling range of high and low end graphics cards, cutting edge CPUs and chipsets, AMD has become synonymous to the gaming industry. We are committed to raise the bar of performance and visual experience with every product announcement for the gaming community.
What is your plan for the home entertainment sector?
According to me, home entertainment is growing faster than gaming sector. There are various buyers in this sector, and we are able to serve them with different product lines.
For example, a value buyer can go for an Athlon single core or dual core processor and a mainstream buyer can opt for a Phenom tri core processor. On the other hand, we also have the best-in-class quad-core processor for performance buyers.
We also have a wide range of solutions in the graphics and chipset segment. We are focused on proving our customers with pocket-friendly solutions, which meet their requirements best.
What is your proposed relationship equation with the Indian IT channels?
We will continue to announce new initiatives to keep our channel partners motivated and to help them achieve success through working with us. Our focus is to continue to grow in the market together, and to provide our channel partners the right solutions. As an offering, we make sure that they are competitive and successful in the market. We even help them build a healthy channel-customer relationship, as we recently did by our brand endorsement campaign with Vishwanathan Anand.
At present, we are implementing our System Builders Yatra initiative for B, C and D class cities. The main objective behind this Yatra is to educate our channel partners with regard to heating, Front Side Bus (FSB) and Ghz. We educate our partners regularly about our new products, so that they can easily attend to the queries of the consumers. In conclusion, we understand and value the fact that all these channel partners are also brand endorsers for us, and we are there to support them.
What is the most important step that all partners, especially the System Integrators (SIs), should take to enhance their respective businesses?
It is important that the System Integrators are able to make sure that they provide the best solution to users. As the market is getting more and more commoditized, the System Integrators (SIs) should focus on selling solutions and not just boxes. The gradual move from a system assembler to a solutions provider is going to change the paradigm of our system integrators.
What's your comment based on the experience gained from System Builder Yatra - which you have already conducted in a few places?
We have received very good response from the participants for our System Builder Yatra. This initiative was introduced to leverage the huge PC penetration potential offered by these smaller towns and cities by collaborating with our SIs in those regions.
We have seen that this initiative was much appreciated by all participants. We feel there is tremendous value in educating and answering the queries of partners in these regions and will continue to reach out to them with such initiatives.
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