ATI gets emotional with EMEA channel partners

Canadian graphics powerhouse ATI has completed its Europe Middle East and Africa (EMEA) ‘Mission Emotion’ channel conference. ATI’s add in board (AIB) and OEM partners, system integrators, distributors and retailers from the region attended, alongside a host of the company’s top executives, to discuss regional strategy.

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By  Andy Tillett Published  May 22, 2006

Canadian graphics powerhouse ATI has completed its Europe Middle East and Africa (EMEA) ‘Mission Emotion’ channel conference. ATI’s add in board (AIB) and OEM partners, system integrators, distributors and retailers from the region attended, alongside a host of the company’s top executives, to discuss regional strategy. Around 150 partners gathered in Jerez, Spain for the event, which featured a week of training and discussion of ATI’s position in the region. The Middle East and Africa played an important role in the event, as an area earmarked for high growth. “We have established a host of local offices – in India, China, Brazil, Russia and the Middle East. It’s amazing when we do this how much we learn about the market, more than we could learn from a salesman flying back and forth. We can start gearing solutions to the customer base as well as the channels. Where we have regionalised we have seen our sales and market share pick up considerably, including the Middle East,” said Rick Bergman, senior VP and general manager, PC business unit at ATI. ATI established its Middle East offices in Dubai in 2004 and has recently been working to develop the region’s fledgling gaming market, with events planned across the region. A gaming event has already taken place in Egypt and another is scheduled for the UAE. “We will be expanding the manpower, marketing and PR from the Dubai office in the next six months. There is healthy competition between us and our competitors at the moment, but we see a huge business opportunity to drive our market share up. We will be investing a lot over the next six months. We need to be aggressive and pushing the end users to create more demand for ATI based products,” said Peter Edinger, managing director and vice president at ATI EMEA. “We are one of ATI’s top partners in the region and the conference gave us a good insight into its roadmap and forthcoming graphic solutions. This year we plan to do more work with ATI than last year. We have agreed to set our sales targets higher and are planning some events to stimulate business in preparation for Gitex,” said Jerline Foo, purchasing director at UAE distributor Comtronix. ATI’s partner meeting is crucial for its channel strategy as the coming 12 months will see many developments in the graphics industry, particularly centred around the launch of Windows Vista, which requires 3D-graphics and coincides with the launch of the next generation DX10 graphics shader. ATI is also developing its presence in markets outside of the PC and notebook space, providing graphic chips for the mobile phone and computer game console spaces.

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