AMD claims it has responded to partner concerns by putting the channel on an even footing with A-brands for the launch of its long-awaited first quad-core server processor.
Nine months after Intel unveiled its first quad-core processors for servers, workstations and desktops, and six months later than planned, AMD has finally launched its own quad-core x86 family ­ Barcelona.
Richard Baker, European channel marketing manager at AMD, said: “In the past we kept the big guys happy and introduced the product to the channel later. But we’ve emphasised the channel with this launch. This was one of the reasons behind the delay.”
Baker said major challenges included ensuring there were high enough volumes and qualifying the technology with the main motherboard manufacturers.
The launch comes shortly after AMD unveiled its first channel-only product; a dual-core processor for gamers and digital content creators, which Baker listed as further evidence of its focus on smaller integrators.
Sukh Rayat, vice president at AMD distributor Avnet Technology Solutions Europe, said: “Generally, vendors tend to support the tier ones first. But AMD is making strides to even that out and give local system integrators, able to react faster, the product immediately.”
Despite the recent collapse of several mid-sized UK system builders, Baker was upbeat about the channel’s prospects.
“Particularly in the UK and Germany, the small guys are doing well because they have reacted quickly to market demands,” he said.
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