Amd product launch event oem presentation

1 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential

AMD A-SERIES APU LAUNCH

How we plan to be successful in the market

Arno Hegemann van Loo

Head of OEM Marketing Alliance EMEA

June 15, 2011

AMD Confidential


AGENDA

AMDs view on the market

Success of the AMD C and E Series APUs in the EMEA market

AMD in Retail – prepared to sell AMD APU-based systems

AMD in SMB – pushing sell through of APU-based systems

AMD A-Series APUs were designed to meet endcustomers needs


AMDS VIEW ON THE MARKET


AMD‘s share in higher price bands

increased since the launch of VISION

Potential AMD A-Series APU volumes

CC- EMEA-16 | GROWTH IN MAINSTREAM MOBILE

3% 2% 2% 2% 2% 2%

14% 17% 18% 19% 22% 24%

24% 20% 22%28%

29% 23%

22% 22% 20%

25%26%

19%

16% 15% 15%

19%18%

14%

9%9% 8%

10%10%

10%5%

3% 5%

7%7%

6%

Q4'09 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11

0-299 € 300-399 € 400-499 € 500-599 € 600-699 € 700-799 € 800-899 € >=900 €

Source: GfK Monthly data March 2011

* Q1/11 contains data till March 2011


NOTEBOOKS HAVE OUTNUMBERED DESKTOPS

Desktop; 16.896.172

Portable; 36.530.483

5 M

10 M

15 M

20 M

25 M

30 M

35 M

40 M

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

NB/DT trend Commercial EMEA

Desktop; 14.793.571

Portable; 133.004.367

20 M

40 M

60 M

80 M

100 M

120 M

140 M

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

NB/DT trend Consumer EMEA

Source: Greenbook EMEA May 2011


DISCRETE GRAPHICS AS BECOME A CONSUMER PLAY IN EMEA

35%

36%

37%

38%

39%

40%

41%

42%

43%

44%

45%

Q2

09

Q3

09

Q4

09

Q1

10

Q2

10

Q3

10

Q4

10

Q1

11

Share of discrete graphic in Consumer notebook | EMEA

More & more consumers chose a notebook with a discrete graphic

With the new Discrete-Class andDual-Graphics nomenclature on the 2011 platforms AMD adresses consumers needs

42%

Source: GfK Monthly data EMEA


EXPECTED ASP IN EURO | EMEA NOTEBOOK

0 €

50 €

100 €

150 €

200 €

250 €

300 €

350 €

400 €

450 €

500 €

Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 Q113 Q213 Q313 Q413

ASP EUR EMEA Notebook

Source: AMD„s Greenbook May 2011

Ongoing price decrease of Notebooks

BOM price needs to be efficiant to maintain healthy margins

AMDs platforms offer competitive pricing in each segment to meet tough margin goals

432 €

323 €


FORECAST PER INCH SIZE/FORM FACTOR IN ABSOLUTE VOLUMES FOR WESTERN

EUROPE. GREAT POTENTIAL FOR AMD APU PLATFORMS

11.496.58414.095.452 13.163.319

16.426.80817.547.746

20.296.01321.836.595

24.371.477

25.658.528

2.997.898

4.369.270 4.916.009

4.637.0185.297.655

6.645.631

7.810.332

9.454.64410.777.420

0

0

0

5.725.249

13.201.258

20.262.189

25.613.728

27.991.282

30.275.375

0

10.000.000

20.000.000

30.000.000

40.000.000

50.000.000

60.000.000

70.000.000

80.000.000

90.000.000

2007

2008

2009

2010

2011

2012

2013

2014

2015

Media Tablets, like the I pad

Tablet Slate

Tablet Convertible

Mobile Workstation

Mini Notebook

7-10-inch Ultra Portable PC

6-inch and Smaller Ultra Portable PC

16+inch Notebook PC

15-inch Notebook PC

14-inch Notebook PC

13-inch Notebook PC

11-12-inch Ultra Portable PC

Source: IDC Sub Formfactor Forecast March 2011


SUCCESS OF THE AMD C AND E

SERIES APUS IN THE EMEA MARKET


“The current status of published

benchmarks reveals that the

chips‟ strengths lie in the GPU

area. Compared to the

extremely slow Atom

graphics, it‟s all plain sailing for

the chips.

They even manage to

outperform the Core-i CPUs.”

Zdnet.de

http://www.zdnet.de/arbeitsplatz

rechner_peripherie_in_unterneh

men_amd_ontario_muss_sich_i

ntels_atom_geschlagen_geben

_story-20000002-41543987-

1.htm

AMD BRAZOS PRESS REVIEW SUCCESS | EXAMPLES

Emphasis added by AMD

http://www.linformaticien.com/Actualit%C3%A9s/tabid/58/newsid496/9968/amd-lance-enfin-ses-apu-fusion/Default.aspx













http://www.eweekeurope.it/news/amd-fusion-zacate-e-ontario-ecco-la-nuova-classe-di-processori-con-la-grafica-integrata-29876































http://www.netbooklive.net/sony-vaio-yb-gets-reviewed-7694/

http://www.zdnet.de/arbeitsplatzrechner_peripherie_in_unternehmen_amd_ontario_muss_sich_intels_atom_geschlagen_geben_story-20000002-41543987-1.htm











http://nl.hardware.info/reviews/1961/5/amd-fusion-apu-review-conclusie










http://www.notebookreview.com/default.asp?newsID=6018&review=hp+pavilion+dm1

http://www.bitcity.it/approfondimenti/301/le-apu-della-famiglia-amd-fusion.html













OEMS ARE DESIGNING AMD C-SERIES & E-SERIES APU

5M+ AMD C-Series and E-Series APUs

AMD APU AIO DT Tablet ≤10” 11-12” 13” 14-15” 16”+ Total

OEM 18 10 2 4 14 4 54 9 115

Channel 4 30 – – 3 3 7 1 48

Total 22 40 2 4 17 7 61 10 163

PLATFORMS IN RECORD NUMBERS!


TotalQ4/10 –Q1/11

Desktop

MSH/AMD SUCCESS STORY | EMEA „BRAZOS“ INCREASED SHARE AT MSH

Mobile

Media Markt

Saturn


MSH/AMD SUCCESS STORY EMEA | HUGE „BRAZOS“ COVERAGE IN MSH FLYER


PUSHING EMERGING

MARKETS


Win with the Winners – Focus on top 2 and gaining

share in the rest of the market

Solid progress with MSH and DNS

AMD Phenom™ II X4 acceleration program

increased share of Phenom

Great Vision Mix for high opportunities for

“Sabine” Platform with

AMD Radeon™ Dual Graphics

1.5C AMD C and E series APU entry, plan

attacking volume price-points for 2C

RUSSIA: GREAT SUCCESS IN RETAIL | 1.5C 2011

2009 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11

AMD NB MS progress in major retail partners

DNS

M-Video

Eldorado

OLDI

MSH


March April May June

Social media activities, cooperation with bloggers, more then 4500 fans in 3 months

Search & display media program with top e-tailers

June – August with link to amd.com/apu

Demo zones at the universities: more then

400 people in database, 650 new facebook

fans. Where to buy info on leaflets

Regional retailers acceleration May-June

Evangelist search and support, trip to US.

And Co-branding activity with Megafon. May-June

March 12th –kick off night club party

HoReCa coverage – 60000 cards distributed

Fly –cards with Notic.ru

RUSSIA | H2 2011 HIGH GROWTH YOUTH PROGRAM


AMD IN RETAIL

PREPARED TO SELL A-SERIES

APU-BASED SYSTEMS


WW feedback (customers and partners)

– Continuity of look and feel, evolution of brand

– Graphics sticker needed

– Increase quality of sticker

Simplified messaging is crucial

– One value proposition per VISION Technology Tier

– One sample usage per VISION Technology Tier

Tag line and value proposition should leverage “HD”

Core counts matter for training and merchandising

New brand tiers AMD A4/A6/A8 APU is a big improvement for

RSAs and customers

HIGHLIGHTS OF RETAIL FEEDBACK


INCREASING AMD‟S RETAIL EXTENDED SALES FORCE 3Q11 - PLANNED

Extended sales force &

Merchandiser in numbers

Their mission

COVERAGE :• Top xxx Retailers in EMEA• +xxxx Stores in EMEA

SALES TEAM Q3’10 Q3’11ESF 0 xxMerchandisers xx xxTotal xx xx

• Quarterly In-Store trainings of +20000 RSA‘s • POS Visibility

Visit Frequency :• A Stores (coverage %) : 2 visits / month• B Stores (coverage %) : 1 visit / month• C Stores (coverage %) : 1 visit / Quarter

UK&I

35

FRANCE

57

ES/PT

810

DACH

1010

BENELUX

23

ITALY

98

CEE

05

NORDICS

57

META

010

RUSSIA

1222

EMEA

xx xxQ3’10 Q3’11

Source: AMD internal estimate


FACE TO FACE

SEEING IS BELIEVING

xxx AMD ESF/Merchandiser

Xxxx retail stores

+xxxxx Trainings/Quarter

HANDS-ON+20.000 RSAs

Trained & Certified

Source: AMD internal estimate


„‟I HAVE VISION‟‟ – POS material (sample)

Dispenser front

Monitor edge

Wobbler

Monitor topper

In store demo

Cutter knife

Key ring


AMD IN SMB – PUSHING SELL

THROUGH OF APU-BASED

SYSTEMS WITH NEW

PROGRAMS


SALES TEAM UPDATE

UK& NORDICS

0x

FRANCE

1x

SPAIN

0x

DACH

1x

BENELUX

0x

ITALY

0x

POLAND & BALTICS

0x

META

1x

RUSSIA & CIS

1x

EMEA

xxxQ3’10 Q2’11

0%

5%

10%

15%

20%

Q1 2010Q2 2010

Q3 2010Q4 2010

Q1 2011

13%18%

AMD MS in SMB EMEA

Drive incentive by Implementing and promoting AMD

FUSION Partner Program with Distis and Top Resellers

Educate/ train Sales floors and product managers on AMD

product value proposition

Drive Distis Sales OUT

(= Paid on Context)

SMBMission


Tools: Product information, Marketing assets

Knowledge: Training AMD Academy, Newsletters

Control: Budget control for Elite and Premier Partners (planned)

AMD FUSION PARTNER PROGRAM PORTAL

Xx Resellers

X Distributors

Xx Resellers

Xx Distributors

xx Resellers

xx Distributors

Xx Resellers

Xx Distributors

Xxxx Resellers

DECEMBERJULY


A-SERIES APUS WERE

DESIGNED TO MEET

ENDCUSTOMERS NEEDS


C O N S U M E R COMMERCIAL

OR

OR

OR

*

preview

available soon

2H 2011 VISION COMBI-ADS - NEW

VISION Combi-Ad logos provide the processor core and graphics message to your end customers.

Preferred logo placement is near the system being promoted


MERCHANDISE THE GRAPHICS ADVANTAGE

“DISCRETE” = 2 LOGOS + INTEGRATED + DEDICATED MEMORY + GRAPHIC BRAND

UMA or integrated Graphics Discrete-Class Graphics(Radeon™ HD 6480G)

Dual Graphics(Radeon™ HD 6480M + Radeon™ HD 6480G)

Processor Nomenclature Intel® Core™ i3 AMD Dual-Core A6 AMD Dual-Core A6

Graphics Nomenclature Intel® HD Graphics AMD Radeon™ HD 6480G Graphics AMD Radeon™ HD 6510G2 Dual Graphics

Graphics Nomenclature

(long and memory call-out)

AMD Radeon™ HD 6480G

discrete-class Graphics

with 512MB dedicated memory

AMD Radeon™ HD 6510G2 Dual Graphics

With 1GB combined dedicated memory

Dedicated Marketing Messaging

• Highest Brand : 6480 -> 6510

• “Dual Graphics” better “Graphics”

• More Gfx Memory : 512MB -> 1GB

• 2 Logos / Bezel Stickers

• Same wording than “Discrete”

• Call out of the dedicated memory

Discrete Graphics(Radeon™ HD 6480M)

Intel® Core™ i3

AMD Radeon™ HD 6480M Graphics

AMD Radeon™ HD 6480M discrete

Graphics

With 512MB dedicated memory

Merchandising Logo

Bezel Stickers Intel

CORE i3

WHAT ABOUT DUAL GRAPHICS ?AN AMD EXCLUSIVITY


STRONG DEMAND ON “SABINE” AND “BRAZOS” FROM EMEA RETAIL

AMD Sabine

AMD Brazos

AMD Danube

22%

78%

39%

37%

24%

44%

40%

16%

EMEA AMD RETAIL “SABINE“ FC 2011 – OUTLOOK FOR 2011


THANK YOU


DISCLAIMER

The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors.

The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not limited to product and roadmap

changes, component and motherboard version changes, new model and/or product releases, product differences between differing manufacturers, software

changes, BIOS flashes, firmware upgrades, or the like. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD

reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such

revisions or changes.

AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY

INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.

AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD

BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION

CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

.

ATTRIBUTION

© 2011 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc.

DirectX, Microsoft and Windows are registered trademarks of Microsoft Corporation in the US and other jurisdictions. OpenCL is trademark of Apple Inc. used under license to the

Khronos Group Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

DISCLAIMER & ATTRIBUTION


0

10000

20000

30000

40000

50000

60000

70000

80000

11/W06 11/W07 11/W08 11/W09 11/W10 11/W11 11/W12 11/W13 11/W14 11/W15 11/W16 11/W17 11/W18 11/W19

Brazos units Total Mobile AMD units

16%

Share of Brazos in total mobile AMD is increasing rapidly

SHARE OF BRAZOS PLATFORMS IN TTL. AMD NB - EMEA

Source: GfK weekly data EMEA


16,9%

17,2%

16,5%15,3%

15,7%

16,8%

16,6%

16,8%

16,5%15,6%

16,8%

16,6%

16,5%

16,9%

17,0%

16,8%17,2%

17,1%19,1%

18,6%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

35,00%

40,00%

AMD

“B

razo

s“

AMD SHARE FOR MOBILE: AMD„S SHARE IS INCREASING SINCE

FIRST APU SYSTEM AVAILABILITY

Source: GfK weekly data EMEA

Amd product launch event oem presentation

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