DTK releases AMD range

DTK Computer has released a portfolio of AMD based products in the Middle East. The vendor has added AMD powered servers, notebooks, desktops and digital home, office and classroom PCs, alongside the Cruiser 5015, a desktop aimed at low income users with an end user price tag of US$249.

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By  Andy Tillett Published  April 23, 2006

DTK Computer has released a portfolio of AMD based products in the Middle East. The vendor has added AMD powered servers, notebooks, desktops and digital home, office and classroom PCs, alongside the Cruiser 5015, a desktop aimed at low income users with an end user price tag of US$249. The new products are the first from AMD to be added to the DTK portfolio, aimed at both home and business users. DTK says that with its extended range it will be looking for new partners and distributors to complement its current channel setup in the region. “DTK is growing. We are acting according to the market's needs. AMD has new technologies and offers high performance. AMD wants to invest; it wants to educate the market. This is why the time is right to add them to our portfolio,” says Nimar Al Attal, managing director at DTK Computer Middle East. The biggest buzz in the DTK camp is around the Cruiser 5015 PC, and Al Attal said that DTK hopes to be selling 20,000 of these units a month by the end of the year across the region. The Cruiser product is a regional roll out of a worldwide scheme from DTK, and is developed in conjunction with AMD’s ‘50x15’ initiative, which aims to get half of the world access to a computer by the year 2015. “It is not only one company that will make this happen. The ability to bring technology at costs and prices that the people can afford takes co-operation from governments and number of private enterprises. Technology alone is not enough to make this happen, it has to be a commitment by a number of elements working together,” said Gustavo Arenas, corporate VP high growth markets at AMD. The Cruiser 5015 PC includes an AMD Sempron 3000 processor, 64-bit architecture, a 40GB hard drive, 52x CD-Rom, fax modem and Linux/Open Office software in its US$249 price tag. “The 5015 PC has a lot of potential, I have been working in the industry for the last 18 years, I know the significance of this machine. There will be other companies following suit and releasing similar products, but so far in the market I don’t think there is a machine with this specification for this price. There are schemes, people talk about making a hundred dollar PC, but nothing has been released yet,” said Attal. DTK estimates its current Middle East market share at 4%. The vendor says it will target the new additions to its portfolio at the UAE, Saudi Arabia and Egypt to begin with before concentrating on the rest of the region.

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