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Technology Stocks : AMD:News, Press Releases and Information Only! -- Ignore unavailable to you. Want to Upgrade?

To: Francis Chow who wrote (5618)	4/18/1998 11:35:00 PM
From: Francis Chow	Read Replies (1) \| Respond to of 6843

April 20, 1998, TechWeb News Resellers Seek Well-Rounded Processor Perspective By Kelly Spang Boston -- In addition to well-made, affordable processors, many resellers report they want more training and interaction with processor makers. While Intel Corp., Advanced Micro Devices Inc. and Cyrix Corp. offer training seminars at different times throughout the year for their authorized resellers, build-to-order VARs would also like chip makers to provide the channel with insight into more business-oriented issues, such as future product direction. Not much training is required to actually integrate a CPU into a system, VARs said. Rather, systems integrators said they would like certification programs for differentiation, and to get a better idea of each processor vendor's product lines and company road maps. "It would be nice to do something in the way of training and AMD or Cyrix certification [programs]," said John Howland, owner of Specialty Tech, a Lake Forest, Calif.-based VAR. VARs could use the certification to illustrate a level of formal training to their customers, Howland said. Intel, Santa Clara, Calif., already offers certification programs to its resellers as a means to take training to the next level. As part of its Intel Product Dealer program, Intel holds seminars several times a year to interact with resellers and provide training, said Jim Langston, marketing manager for Intel's reseller products division. "We see [certification training programs] as being the next level of technical details in terms of being able to have more integration technical information," Langston said. However, resellers must pay for the certification programs, so Langston said program participation depends on a particular reseller's business model. Intel processor resellers are required to attend three seminars each year to remain authorized, he said. Meanwhile, AMD and Cyrix are beefing up the number of people they have servicing and interacting with the channel, according to company executives. Cyrix, for example, which has not been very active in the channel during its merger with National Semiconductor Corp., will use field marketing representatives to service 10 regions in the United States, said Mike Moorman, channel marketing manager for the Richardson, Texas-based chip maker. Starting in May, these Cyrix field marketing representatives will try to develop awareness among resellers of different Cyrix processors, train VARs on the chips and also develop relationships with VARs within each geography, Moorman said. "This is a lead-management as well as a training/recruiting method," Moorman said. Sunnyvale, Calif.-based AMD also is adding to its reseller-dedicated staff. In 1997, for example, AMD increased its channel sales force by more than 300 percent to better support resellers, said Thomas Toles, field marketing manager. "We are adding in 1998 a telesales team [that] will do outbound calling to some of the top resellers in the country on a regular basis to inform them of market conditions, introduce new products or technology, as well as solicit from them feedback on how the marketing is going and [answering] questions," Toles said. SIDEBAR -- New Interest In Certification -Training should go beyond integration to focus on business-oriented issues. -Certification impresses customers. -AMD and Cyrix plan to strengthen VAR ties and increase product-line training. -Intel requires seminar attendance for resellers but charges for programs. Copyright (c) 1998 CMP Media Inc.