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Sanjeev Keskar

Country Manager | 21 Aug 2004

AMD’s OEM-led strategy has yielded results as the company today works with all leading OEMs in the country, like HCL, HP, Zenith, Acer, Wipro, Sun and IBM. We are planning to grow our presence in large enterprises across key industry sectors and SMEs via vertically focused initiatives across the IT/BPO, manufacturing energy and BFSI verticals.

AMD Far East set its eyes firm on the Indian market almost three years back, and since then the company is giving a stiff competition to the world’s other frontline microprocessor chip manufacturers. After having rolled out its key products in the three segments – laptops, desktops and servers. The company is hopeful of increasing its marketshare in the coming five years. The setting up of the engineering centre in Bangalore will contribute to the design of future generations of AMD microprocessors. Country Manager Sanjeev Keskar in an interview with Ranjana Gupta of exchange4media.com talks about AMD plans for India and the road ahead. Excerpts:

Q. Which of the AMD international products have been rolled out in India so far? What are the new offerings?

As far as AMD’s launch of products in the international markets is concerned, globally we supply integrated circuits for computing, communications and consumer electronics markets. We manufacture microprocessors, flash memory devices and silicon solutions for communications and networking applications. All these products have been designed keeping the customer in mind. As far as the Indian market is a concerned, so far, product in all the categories namely computers, non-volatile flash memory and personal connectivity solutions have been launched. The new offering for Indian consumer is AMD Sempron processors, a new family of processors, which will redefine everyday computing for value conscious buyers of desktop and notebook PCs. The processors are designed to meet the requirements of both home and business PC Users. This will be followed by launch of other products in the desktop category.

Q. What is your marketshare and how are you fighting competition?

For us, the Indian market has been growing at 25-30 per cent in all product categories. According to the latest IDC figures, we have 11 per cent marketshare in the computer products category and 18 per cent in the non-PC category. The AthlonXP processor has helped the company grow its share in the enterprise, government and education sectors. AMD entered the Indian market almost three years back. Since then, we have been delivering quality products to our customers. Tie-ups with both international and national clients have been worked out to get a stronger hold in the market. The cost of the products is consumer friendly. All these help in staying ahead in competition.

Q. Which firms are your partners in the country? Any tie-up on the cards?

AMD’s OEM-led strategy has yielded results as the company today works with all leading OEMs in the country, like HCL, HP, Zenith, Acer, Wipro, Sun and IBM. We are planning to grow our presence in large enterprises across key industry sectors and SMEs via vertically focused initiatives across the IT/BPO, manufacturing energy and BFSI verticals.

Q. What marketing initiatives are you undertaking?

AMD has a team of 25 channel executives in 16 cities of India. We have recently rolled out an advantage channel summit to present the ‘new AMD’ in India. The initiative has helped us build a closer working relationship with our channel partners and develop greater awareness about the new products and technologies. As a result of this initiative, we have been able to reach over 800 channel partners across nine cities in India. In early 2004, we rolled out the AMD Authentic Associate Programme (AAA) to target 1000-plus system integrators, resellers and dealers across the country. As a part of this initiative, AMD provides web-based training, technical support and after sales service to its resellers along with incentives from time to time. Last year, over 25 road shows were conducted in 40 cities. The same exercise will be repeated this year also.

Q. When will the new Microprocessor R&D centre at Bangalore begin its operations?

The centre at Bangalore is a step towards further expanding the microprocessor design programme. The AMD India Engineering Centre is expected to start functioning this month. It will contribute to the design of future generations of AMD microprocessors. The facility occupies 38,000 square-feet and employs around 40 people. By the end of 2005, the design centre expects to house 120 chip design and development engineers. These would work closely with teams in the US. The centre would support our business development efforts in emerging markets through system level design work. An investment of $ 5 million will be made in the coming three years.

Q. What are your future plans?

The aggression in the OEM’s will be replicated in future. There are plans to revamp the distribution network, besides delivering the best products in Indian market.

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