And the results are significant. For AMD, our APU technology innovation, with clear graphics performance leadership truly makes a difference to the performance vs cost ratio. This has translated to our commercial channel products’ inventory level with distributors for SMB systems rising significantly this year – they’re ordering more commercial parts from us and from our system builder partners. This is primarily in direct response to reseller requests and reflects the growing power of the customer. Business customers are much more tech-savvy and refuse to compromise. They demand choice and want to see the AMD choices that optimise productivity, utilize the full scope of CPU and GPU and provide the best energy efficiency and lowest acquisition and running costs.
Resellers are often advocates for the end customer and their voice is finally being heard loud and clear. Instead of simply selling what is in the distributor warehouse, they are demanding choice and PC vendors are responding by offering a wider range of systems across their portfolios. The industry is moving in the right direction, and resellers are leading the charge. It pays – in more than one sense of the word – to listen to your channel.”
