AMD folds partners under global program

NEW DELHI, INDIA: Bringing its India partners under a unified partner program, AMD recently announced the launch of Fusion Partner Program (FPP). The global partner program is designed to provide its channel partners with tailored tools and resources to help them gain sales traction based on their unique business models.

Prior to FPP the vendor had a program exclusively for its India channel, which was called Regional Distis and Premier Partners (RDPP). “This program was created with an Indian flavor. But when a similar program was designed world wide we decided to bring our channel under this global initiative called FPP. It is aimed at ensuring partners can avail of benefits like enhanced incentives,” stated Sandip Naik, Head-Channel Sales, AMD India.

The program consists of a combination of solution providers and resellers. AMD would be roping in new partners who will add value to their business. Naik added that more focus was on the system integrator base.

FPP was rolled out in OND this year. Globally the program comprises Elite, Premier and Select partners, but Naik explained that in India they did not have any partners in the Elite category. “The requirement is revenue based. In India, business is scattered, and there are not many partners who can avail the benefits of the Elite segment. As we grow our business we will appoint partners in this category,” elaborated Naik.

As per the program, Select partners will not be part of the global incentives. These set of partners will be encouraged to move on to the next level-Premier. Naik explained that when a Select partner does a certain number of sales he is then eligible to become a Premier partner. “We have a total of 142 partners out of which 60 are Premier partners. The total number will be gradually increased to 200 by Q2 of 2010. We are being very selective while appointing partners. They need to add value to AMD's business. If they club all three components-microprocessor, graphic cards and motherboards, they will be able to offer a complete portfolio/solutions to customers,” detailed Naik.

Naik pointed out that AMD wanted to see its channel grow QoQ and be profitable. “We have tremendous confidence on our channel strategy, that they will grow our business in India, and we know that they have confidence in doing business with us.”