AMD flirts with channel via new, sexy portal

Hopes to catch VARs and DMRs

AMD wants its channel partners to feel the love - the love that is Opteron. The chipmaker has created the new AMD Commercial Channel Access Program to pump partners full of technical knowhow, test units and of course financial incentives in the hopes of increasing Opteron and other AMD64 chip sales.

AMD's recent rise into the enterprise has forced it to grow up and resemble rival Intel a bit more. How so? Well, AMD wants the fabled - don't say it - "ecosystem" - ew, you did it- of component makers, systems vendors and ISVs surrounding its 64-bit chips. The idea here is that data center interest in Opteron can turn into corporate interest in AMD-based desktops and notebooks, which can then turn into interest for goods from partners.

"This isn't about just doling out dollars," said Ben Williams, a VP at AMD. "It's about getting together with our partners and creating value."

Specifically, AMD's Commercial Channel Access Program will begin with a portal.

Not that sexy. We know.

But this portal will have it all if you're into "distributed channel communications" such as newsletters and alerts or if you fancy white papers, success story templates and information on joint customer solution pilots. If those buzzwords aren't your thing, then AMD will deliver up regular old access to engineers via the portal and provide customers with technology roadmaps.

"A core supporting component of the program is the Web portal that is designed to allow access to tools, information, training and practical help in multiple languages around the clock," AMD said. "This is intended to help participants bring AMD64 processor technology to market quickly and provide a high level of service to their customers. Access to demo units for evaluation and sales opportunities will be also available via this route."

In total, AMD wants to have more partners focus in on its chip and build more sophisticated data center systems. It will help guide customers through building Oracle clusters or inform them on how it plans to implement virtualization technology in chips, for example.

In addition, AMD will help with test systems, performance tuning, marketing and pilot programs. You know, the good stuff.

More information on the partner program for all you OEMs, VARs, DMRs and systems integrators out there can be found here. ®