AMD poised to create emerging markets theatre

Components vendor AMD is poised to reshape its global structure and create an emerging markets theatre in early 2006. Covering the Middle East, Africa, Latin America, Pakistan and India plus a selection of countries in Asia, the move will allow AMD to focus and refine its activities in these markets.

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By  Stuart Wilson Published  December 14, 2005

Components vendor AMD is poised to reshape its global structure and create an emerging markets theatre in early 2006. Covering the Middle East, Africa, Latin America, Pakistan and India plus a selection of countries in Asia, the move will allow AMD to focus and refine its activities in these markets. Pierre Brunswick, sales and marketing VP for CIS and MEA at AMD, said: “We will change the structure that is in place to address the Middle East and Africa. We have decided within AMD to have a stronger focus on emerging markets worldwide. In some respects, I wouldn’t even refer to the Middle East as an emerging market any more. I should say fast-growing market.” “It will be a complete division reporting into the US. From 1st January 2006 we will have a very senior executive within AMD in charge of the Middle East, Africa, Latin America, India, Pakistan and some other countries in Asia — all the fast-growing markets. It means that the operation will be more dedicated to the needs of these markets and will have more resources at its disposal,” he added. AMD has already started to scale up its headcount in MEA in anticipation of the forthcoming change. According to Brunswick, AMD will appoint a dedicated channel executive for the region and also recruit a technical expert to support the partner ecosystem. AMD is not the first major vendor to create a dedicated emerging markets theatre. Networking giant Cisco embarked on a similar restructuring exercise in 2005. In light of the forthcoming changes, AMD has yet to appoint a new general manager for the MEA and will wait until the new organisational structure is finalised. Tarek Heiba, who joined AMD as MEA general manager in February 2005, stepped down recently. At a regional level AMD has appointed Giuliano Meroni as president of its EMEA operation and promoted Alberto Macchi to the role of corporate VP, sales and marketing, Europe. “With the continuing and growing importance of the EMEA market to AMD, we must continue AMD’s commitment to support our strategic relationships,” said Tom McCoy, executive VP, legal affairs, and chief administrative office at AMD. “Giuliano Meroni’s leadership is helping further expand opportunities for AMD’s solutions, which meet the diverse needs of EMEA markets.” Henri Richard, executive VP and chief sales and marketing officer at AMD, added: “In a marketplace demanding greater choice for balancing performance, energy efficiency, and competitive differentiation, Alberto Macchi will help AMD to continue gaining momentum in the commercial segment and grow our strategic markets.”

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