AMD looks to build local market share

AMD is gunning for what is believes is its rightful share of the local chipset market as it looks to overhaul Intel’s dominance in the Middle East.

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By  Matthew Southwell Published  October 22, 2002

Advanced Micro Devices (AMD) is gunning for what is believes is its rightful share of the local chipset market as it looks to overhaul Intel’s dominance in the Middle East. Currently, the vendor has only approximately 7% local market share, but it expects to have achieved its globally recognised 25% by mid-2003. Key to AMD’s growth will be more direct investment in the region and the launch of its 64-bit Hammer architecture during the first quarter of next year.

“We have only between 5-7% market share here [in the Middle East]. The reason for this is that we have not invested in the region until now. We believe that we could achieve our fair market share, which is 25% worldwide, very quickly with the right tools. However, after some basic work here, we have already realised that we can do even better than 25%,” says Pierre Brunswick, regional sales manager for AMD in Eastern Europe and MEA.

A large part of the company’s initial investment in the local market will be spent on educating the Middle East’s users and explaining to them that there is life beyond Intel. Key to this will be its regional partners and AMD evangelists.

“We have to communicate with the users and help them understand not only the features of AMD’s technology but the whole chipset industry. Whether they then choose AMD or someone else doesn’t matter because they [the users] are at least making a choice based on knowledge, which is something they are unable to do at the moment,” explains Brunswick.

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