AMD goes retail

AMD’s presence will be seen in eight Agrani Switch stores in Delhi, Mumbai
and Bangalore soon. Special sections within these eight stores will be
christened AMD Extreme Performance Zones to showcase its Athlon processor-based
PCs.

The Extreme Performance Zones will showcase applications like 3-D gaming,
graphic applications and regular office applications too. Says Rahul Singh, Sr
Marketing Specialist, AMD Far East, "The objective will be to showcase the
performance capabilities of AMD Athlon-based PCs."

Extreme Performance Zones are also meant to be a one point information stop
for AMD processors. AMD will also utilize this to get closer to the customer and
enhance mind share. Adds Rahul, "We have plans to take AMD Extreme
Performance Zones beyond the metros soon."

In conjunction to this, AMD-based systems are also being featured in the
Switch Direct catalogue to address the needs of enterprises and high net-worth
individuals. While officials are optimistic about their efforts, they declined
to comment on the numbers of PCs expected to be sold. Rahul hinted that AMD
would kick-start another initiative in the retail space soon.

AMD has recently launched a box pack for their Athlon and Duron that includes
the processor and an AMD recommended fan with an installation manual. The
processor comes with a three-year warranty. "This is an effort to address
the customers’ concerns better", states Rahul. The brightly colored boxes
will also serve as POP material for channel partners.

MOHIT CHABBRA, NEW DELHI