For more than 45 years, AMD has driven innovation in high-performance computing, graphics, and visualization technologies ― the building blocks for gaming, immersive platforms, and the datacenter. Hundreds of millions of consumers, leading Fortune 500 businesses, and cutting-edge scientific research facilities around the world rely on AMD technology daily to improve how they live, work, and play. AMD employees around the world are focused on building great products that push the boundaries of what is possible. In an interaction with Michael Liao, Director of Sales and Marketing, APJ, AMD about the new initiatives of AMD and future plan.
What is the overall performance of AMD in India?
Definitely we are moving to the right direction. AMD continue providing competitive products with excellent price/ performance over the past few years, and we are introducing Ryzen to penetrate the high-end market this year. Ryzen now is well accepted by end users and it is the perfect CPU for emerging content creation as well as gaming applications. We expect to grow significant share at high end segment with Ryzen. As we also launch the EPYC, Threadripper solution, we will penetrate into prosumer as well as commercial market in the near future. On the graphic side, we also expect Polaris as well as incoming VEGA will bring better user experiences as well as state of the art technology to local gaming communities. I believe it will be a very exciting and fruitful year for AMD.
Could you brief up on the performance of AMD Ryzen Processor?
AMD Ryzen makes use of our new Zen core architecture which the result of 4 years and 2 million-man hours’ worth of design. AMD engineers were given a target of an increase of 40% in IPC but delivered 52%, the biggest intergenerational increase in performance in history! Combined with more cores and threads and leading energy efficiency Ryzen has truly brought competition back to the desktop PC.
Do you believe APU’s are the future?
APUs has a very bright future in many applications. from mobile platforms, AIOs and low-cost PCs not requiring a GPU. In addition, there is a huge market for APUs in many applications with embedded processors along with a large gaming console market that has been using APUs for many years. With the launch of Ryzen and return of AMD to the high-end CPU market we released a product specifically for enthusiast systems that will benefit from a discrete GPU and hence we look forward to addressing other segments of the market with our current APUs and our “Raven Ridge” Zen based APUs coming to the mobile market in the second half of 2017.
When will we expect AMD’s new graphics chips hit the global and Indian markets?
At the end of July, we announced the introduction of the much anticipated Vega GPUs for gamers and content creators. Vega GPUs offer excellent experiences to a range of customers with Radeon Vega GPUs on shelf in August. We are extremely glad to inform you that Vega has received a very positive reception from our customers globally, as well as in India. We expect to maintain the same momentum in future as well.
How do you keep your channels informed and updated?
We have a very effective channel team in India, so the product messages and benefits could deliver to our channel partners cross the country. We are also very focus on the partners’ training from time to time. Through various seminar or events or online training, partners portal, those will help our channel partners refresh their AMD product knowledge’s from time to time.
What are the major challenges before you in increasing sales and how are you addressing these challenges?
The major challenge we are facing today is how we could leverage the modern marketing tool like social media more effectively and deliver localized content to as much end user as possible. If we could leverage those modern tools more effectively, we will have the chance to reach out more potential users with our product advantage and benefits and turn them into our camp
What advise will you give to the partners in the wake of GST phase?
There will be no more boundaries between businesses territories post GST. I believe all our major partners need to start thinking about how they could manage their sales, marketing and corporate resource more effectively to address not just one area but across all India business needs. The competition is on, you got to be more responsive, more agile to remain competitive against the competition that originally does not exist in your region.
What are your future plans to further grow the channel market in 2017?
We will continue developing our channel coverage in India by adding experienced and effective channel partners. We will also continue supporting our channel partners’ marketing initiatives and ensure enough marketing exposure are in place to encourage users who never use AMD products before switch to AMD. The interaction with local communities will also be very important for us to collect users’ feedback for continuing product and strategy enhancements. We will also keep working with our eco system partners and ensure all together we could provide the best solution to address market demands and keep growing AMD share in India.