Spotlight on technology

Welcome to the first of a series of supplements that will run alongside CEO Middle East.

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By  CEO Middle East Published  June 4, 2007

Gaith Kadir

Invest in educating partners and their channels about the latest offerings; Provide customer solutions that are best in price, performance and energy-efficient.

How does the region compare to the rest of the global market?
This region is no different in its computing needs than North America, Europe or Asia. Enterprise customers, SMB, public sector and individuals are concerned about and demand:

1. high-performance
2. low-power consumption
3. Performance-per-watt
4. great visual experience

How long has the business been running & how long have you been in the region?
Prior to opening our regional office in Dubai, AMD business had been conducted through partners in the region. This is my third year in the region.

What is your strategy to increase market share and spread brand awareness?
Truthfully, market share is only one indicator of AMD's reach in any given area. As a huge proponent of customer choice in my region, we invest heavily in educating partners and their channels about the latest AMD offerings.

From our leadership with AMD64 to our multi-core advantages, we listen to customers and carefully design our products accordingly. Last year's acquisition of ATI is proof of AMD's commitment to further meet end-user needs and deliver on this promise.

With innovations such as the ATI Radeon HD 2000 series are you finding that the local gaming market is growing as fast as in the West?
Gaming is hot on a global scale, and the Middle East gamer is no exception - demanding an immersive experience. The ATI Radeon HD 2000 series was designed to deliver compelling gameplay experiences never seen before in DirectX 10 games. This series brings gamers astounding frame rates at all resolutions, advanced visual effects, and breathtaking realism for what we calls immersive HD gaming.

Consumers often complain of slow roll out of new products compared to other regions; would you agree and why is this?
This is not at all my experience with AMD based solutions. We have a rich history of providing the right products to customers at the right time.

Do you have any upcoming projects/launches?
AMD is leading the way with multi-core computing. In today's digital world the demands of complex 3D simulations, streaming media files, added levels of security, more sophisticated user interfaces, larger databases, and more online users are beginning to exceed the capabilities of single-core processors.

Multi-core processors enable true multitasking. On single-core systems, multitasking can max out CPU utilisation, resulting in decreased performance as operations wait to be processed. On multi-core systems, since each core has its own cache, the operating system has sufficient resources to handle most compute intensive tasks in parallel. Multi-core technology can improve system efficiency and application performance for computers running multiple applications at the same time.

How important is it to concentrate on innovation versus new business development as technological advances develop so rapidly across the board?
It is a delicate balance, and both are needed for the survival of any company. Market dynamics change rapidly, but AMD has been successful at adapting to customer needs. Defining a market segment and providing the right solution at the right time is innovation and business development done right. It is about balancing both.

Have AMD's strategies changed markedly since your arrival?
I think AMD remains committed to customer-centric innovation, and has become more laser-focused on a few key initiatives to that end. I've seen a heightened awareness of global issues such as energy efficiency, helping emerging global markets provide Internet access and enabling the ultimate visual experience. I'm pleased with the work we are doing in the Middle East, and will continue to fight for customer choice here.

Who are your main competitors and how do you plan on staying ahead of them?
Traditionally, our largest competitor is the other microprocessor company "inside" so many computers, but I'd like to talk less about them and more about what we're doing for our customers. We develop technology specifically to meet their needs. That's why AMD is the industry leader in crucial technologies like power management, and 64-bit and multi-core computing that are driving data centers to new levels of efficiency while meeting the demands of today's complex business environments.

For AMD, it is all about customer-centric innovation. Staying ahead of the competition is clearly done by providing what the customer needs, not just what one can build. Technology for technology's sake does not help organizations stay competitive. End users utilise technology as a competitive advantage. As a solution provider, we need to ensure we are providing solutions to customers that are:

1. Best in price/performance
2. Energy efficient
3. Protect customers investments

Are you targeting a mostly corporate or private customer base?
AMD's solutions are well suited and targeted to both segments - the corporate and the private customer, and we have a broad range of solutions for both markets.

What are the major differences when doing business here compared to other markets and how do you overcome them?
1. Strong relationships built on trust go a long way.
2. Knowledge of the local culture, speaking the same language and the ability to relate to the customer is a must.
3. Understanding the customers' needs better than they know themselves, will provide great credibility.

Where do you see yourself and/or the business in 5 and 10 years?
For AMD, I am confident that we will continue to provide products that meet customer needs and exceed their expectations.

Is there anything that you would do differently with hindsight?
AMD has done an excellent job of delivering on its promise, and the future looks bright for us. Personally, I'm looking forward to further championing customer choice for the Middle East, which I am proud to call home.

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