Gaming
working, with a mix of working from home and on site, for the foreseeable future.
How has AMD adapted its approach to better serve its customers in light of both the immediate challenges of COVID-inspired digital transformation and of these long- term trends? It is about listening and staying close to our customers, the benefits of which are shown in our commercial performance. Yes, we have grown our partner list over the past few years, yet much of the more recent growth we’re now seeing has come from doing more with our existing partners. We are laser focused on protecting and developing these relationships. Which means we listen to our partners’ needs, then build our strategies and programmes around them.
How has AMD factored customer priorities into the way it works with key partners such as OEMs and the channel? Recently we made a change to what we call our ‘PPP incentive programme’ for channel partners. We re-engineered the programmes, so they were considerably easier to understand and presented further transparency to our customers. Tis eliminated complexity and streamlined the programme for our channel partners and enabled them to plan ahead in uncertain times, with a clear idea of the profit margin they would be able to put back into their own business.
What steps are you taking to strengthen relationships with channel partners and integrators? We’ve been making a concerted effort to listen to the needs of our customers and ensure that we’re offering the support that they need remotely. We’ve kept lines of communication clear and fully embraced virtual engagements for training opportunities. We also introduced AMD Arena, a one stop shop where partners can get product training, marketing assets and everything else they need to support their business.
Can you tell us anything about the roadmaps for AMD’s desktop and laptop CPUs and for its GPUs? What should the market be looking out for over the next year? AMD is committed to strong roadmap execution and leap frogging design teams, focused on current and the next generation, to ensure a continuous flow of innovation and performance gains. Te “Zen 4” core is currently in design and is targeted to use advanced 5nm process technology. AMD RDNA 2 Architecture is even more efficient than before with the introduction of AMD Infinity Cache, an all-new cache level
What is AMD’s strategy for pushing the adoption of its technologies? When it comes to high performance, our products really do speak for themselves, with the recent Ryzen 5000 series processors being the fastest gaming CPUs in the world . Great products and great awareness to the market goes hand in
hand with our company vision to responsibly develop and deliver leading-edge technologies that enable a better world. Tis is demonstrated perfectly in the workstation segment, where
we have worked closely with OEMs and soſtware vendors to ensure AMD products fit the needs of their users and that by upgrading to an AMD Treadripper system, they can see a measurable increase in performance.
28 | November 2022
“AMD is committed to strong roadmap execution and leap frogging design teams, focused on current and the next generation, to ensure a continuous flow of innovation and performance gains.”
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