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
2 | AMD EMEA A-Series APU Launch | June 15-16, 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
3 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
AMDS VIEW ON THE MARKET
4 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
5 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
6 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
7 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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 €
8 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
9 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
SUCCESS OF THE AMD C AND E
SERIES APUS IN THE EMEA MARKET
10 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
“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
11 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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!
12 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
TotalQ4/10 –Q1/11
Desktop
MSH/AMD SUCCESS STORY | EMEA „BRAZOS“ INCREASED SHARE AT MSH
Mobile
Media Markt
Saturn
13 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
MSH/AMD SUCCESS STORY EMEA | HUGE „BRAZOS“ COVERAGE IN MSH FLYER
14 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
PUSHING EMERGING
MARKETS
15 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
16 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
17 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
AMD IN RETAIL
PREPARED TO SELL A-SERIES
APU-BASED SYSTEMS
18 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
19 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
20 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
21 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
„‟I HAVE VISION‟‟ – POS material (sample)
Dispenser front
Monitor edge
Wobbler
Monitor topper
In store demo
Cutter knife
Key ring
22 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
AMD IN SMB – PUSHING SELL
THROUGH OF APU-BASED
SYSTEMS WITH NEW
PROGRAMS
23 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
24 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
25 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
A-SERIES APUS WERE
DESIGNED TO MEET
ENDCUSTOMERS NEEDS
26 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
27 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
28 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
29 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
THANK YOU
30 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
31 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
32 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
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
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