AMD unveils Middle East channel push

Processor vendor AMD will revolutionize its Middle East distribution channel in 2004. Thacker will become AMD’s Master Distributor in the region.

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By  Stuart Wilson Published  January 22, 2004

Processor vendor AMD will revolutionize its Middle East distribution channel in 2004. Thacker – the parent company of existing AMD distributor Sky Electronics – becomes AMD’s Master Distributor in the region. Considering AMD has less than 10 master distributors worldwide including global giants such as Avnet, this is a prestigious position to hold. Thacker will be charged with handling stock, providing credit to the channel and appointing national distributors across the region. “Sky Electronics will now operate as a completely separate company from Thacker and be treated the same as any other distributor,” explains Manoj Kisani, director at Sky Thacker. “We are in negotiations to appoint distributor partners across the Middle East. To start with we will have one in each country and these will buy from Thacker.” Pierre Brunswick, regional sales general manager Africa, FSU and Middle East at AMD, adds: “We will not over-distribute AMD products in the region. According to Gartner, our marketshare is just 10% in the Middle East and this has been partly due to the lack of local support available. From that starting point, we can only grow in the region.” AMD plans to build strong channels into the local white box assembly market as well as developing the market for 64-bit server solutions amongst local ISVs. “White box assemblers have up to 65% of the Middle East PC market,” says Brunswick. “The AMD channel will reach out to them, especially in markets where we are strong such as gaming PCs. We also have to build solid alliances with the international A-brands in the region.” Expect AMD to back up its Middle East channel initiatives with even greater availability of support services in the region in the near future.

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