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  • 1. 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 Confidential1 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 2. 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 2 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 3. AMDS VIEW ON THE MARKET 3 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 4. CC- EMEA-16 | GROWTH IN MAINSTREAM MOBILE 7% 7% 10% 10% 6% 5% 3% 5% 18% 10% 9% 9% 8% 19% 16% 14% Potential 15% 15% 25% 26% 19% AMD A-Series AMD‘s share in 22% 22% 20% APU volumes higher price bands 29% 28% 23% increased since the 22% 24% 20% launch of VISION 22% 24% 14% 17% 18% 19% 3% 2% 2% 2% 2% 2%Source: GfK Monthly data March 2011 Q409 Q110 Q210 Q310 Q410 Q111* Q1/11 contains data till March 2011 0-299 € 300-399 € 400-499 € 500-599 € 600-699 € 700-799 € 800-899 € >=900 € 4 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 5. NOTEBOOKS HAVE OUTNUMBERED DESKTOPS NB/DT trend Consumer EMEA NB/DT trend Commercial EMEA Portable; Portable;140 M 133.004.367 40 M 36.530.483120 M 35 M 30 M100 M 25 M80 M 20 M Desktop; 16.896.17260 M 15 M40 M 10 M Desktop;20 M 14.793.571 5M 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Greenbook EMEA May 2011 5 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 6. DISCRETE GRAPHICS AS BECOME A CONSUMER PLAY IN EMEA Share of discrete graphic in Consumer notebook | EMEA45%44%43% More & more consumers chose a42% notebook with a discrete graphic41%40%39% With the new Discrete-Class and38% Dual-Graphics nomenclature on the37% 2011 platforms AMD adresses36% consumers needs35% 42% Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Source: GfK Monthly data EMEA 6 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 7. EXPECTED ASP IN EURO | EMEA NOTEBOOK ASP EUR EMEA Notebook500 €450 € Ongoing price decrease of Notebooks 432 €400 € BOM price needs to be efficiant to350 € 323 € maintain healthy margins300 €250 € AMDs platforms offer competitive200 € pricing in each segment to meet tough150 € margin goals100 € 50 € 0€ Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 Q113 Q213 Q313 Q413 Source: AMD„s Greenbook May 2011 7 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 8. FORECAST PER INCH SIZE/FORM FACTOR IN ABSOLUTE VOLUMES FOR WESTERNEUROPE. GREAT POTENTIAL FOR AMD APU PLATFORMS90.000.00080.000.000 Media Tablets, like the I pad70.000.000 30.275.375 Tablet Slate60.000.000 27.991.282 Tablet Convertible 25.613.728 Mobile Workstation50.000.000 20.262.189 Mini Notebook40.000.000 13.201.258 7-10-inch Ultra Portable PC 10.777.420 5.725.249 9.454.644 6-inch and Smaller Ultra Portable PC 0 7.810.33230.000.000 6.645.631 16+inch Notebook PC 0 5.297.65520.000.000 4.637.018 25.658.528 15-inch Notebook PC 4.369.270 4.916.009 0 21.836.595 2.997.898 20.296.013 24.371.477 14-inch Notebook PC 17.547.74610.000.000 16.426.808 11.496.584 14.095.452 13.163.319 13-inch Notebook PC 11-12-inch Ultra Portable PC 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: IDC Sub Formfactor Forecast March 2011 8 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 9. SUCCESS OF THE AMD C AND ESERIES APUS IN THE EMEA MARKET 9 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 10. AMD BRAZOS PRESS REVIEW SUCCESS | EXAMPLES “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.htmEmphasis added by AMD 10 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 11. PLATFORMS IN RECORD NUMBERS!OEMS ARE DESIGNING AMD C-SERIES & E-SERIES APU 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 5M+ AMD C-Series and E-Series APUs 11 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 12. MSH/AMD SUCCESS STORY | EMEA „BRAZOS“ INCREASED SHARE AT MSH Media Markt Saturn Total Q4/10 –Q1/11 Mobile Desktop 12 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 13. MSH/AMD SUCCESS STORY EMEA | HUGE „BRAZOS“ COVERAGE IN MSH FLYER 13 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 14. PUSHING EMERGING MARKETS14 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 15. RUSSIA: GREAT SUCCESS IN RETAIL | 1.5C 2011 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 AMD NB MS progress in major retail partners attacking volume price-points for 2C DNS M-Video Eldorado OLDI 2009 Q110 Q210 Q310 Q410 Q111 MSH 15 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 16. RUSSIA | H2 2011 HIGH GROWTH YOUTH PROGRAM March April May JuneMarch 12th –kick off night club party 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 Social media activities, cooperation with bloggers, more then 4500 fans in 3 months Evangelist search and support, trip to US. And Co-branding activity with Megafon. May-June HoReCa coverage – 60000 cards distributed Fly –cards with Notic.ru Regional retailers acceleration May-June 16 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 17. AMD IN RETAILPREPARED TO SELL A-SERIES APU-BASED SYSTEMS 17 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 18. HIGHLIGHTS OF RETAIL FEEDBACK 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 18 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 19. INCREASING AMD‟S RETAIL EXTENDED SALES FORCE 3Q11 - PLANNED Extended sales force & NORDICS Merchandiser in numbers 57 COVERAGE : • Top xxx Retailers in EMEA RUSSIA • +xxxx Stores in EMEA 1222 SALES TEAM Q3’10 Q3’11 UK&I BENELUX ESF 0 xx 35 23 CEE Merchandisers xx xx 05 Total xx xx DACH EMEA FRANCE 1010 57 Their mission xx xx Q3’10 Q3’11 • Quarterly In-Store trainings of +20000 RSA‘s • POS Visibility ES/PT 810 ITALY 98 Visit Frequency : • A Stores (coverage %) : 2 visits / month • B Stores (coverage %) : 1 visit / month • C Stores (coverage %) : 1 visit / Quarter METASource: AMD internal estimate 010 19 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 20. SEEING IS BELIEVING +20.000 RSAs FACE TO FACE HANDS-ON Trained & Certified  xxx AMD ESF/Merchandiser  Xxxx retail stores  +xxxxx Trainings/QuarterSource: AMD internal estimate 20 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 21. „‟I HAVE VISION‟‟ – POS material (sample) Key ring Cutter knife Monitor edge Dispenser front Monitor topper Wobbler In store demo 21 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 22. AMD IN SMB – PUSHING SELL THROUGH OF APU-BASED SYSTEMS WITH NEW PROGRAMS 22 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 23. SALES TEAM UPDATESMBMission UK& NORDICS RUSSIA & CIS Drive incentive by Implementing and promoting AMD 0x FUSION Partner Program with Distis and Top Resellers 1x Educate/ train Sales floors and product managers on AMD BENELUX POLAND & BALTICS product value proposition 0 x DACH 0x FRANCE Drive Distis Sales OUT 1x (= Paid on Context) 1x SPAIN ITALY 0x AMD MS in SMB EMEA EMEA 0x 20% xxx Q3’10 Q2’11 15% 18% 13% META 10% 1x 5% 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 23 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 24. AMD FUSION PARTNER PROGRAM PORTAL Tools: Product information, Marketing assets Knowledge: Training AMD Academy, Newsletters Control: Budget control for Elite and Premier Partners (planned) JULY DECEMBER Xx Resellers xx Resellers X Distributors xx Distributors Xx Resellers Xx Resellers Xx Distributors Xx Distributors Xxxx Resellers 24 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 25. A-SERIES APUS WERE DESIGNED TO MEET ENDCUSTOMERS NEEDS25 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 26. 2H 2011 VISION COMBI-ADS - NEW C O N S U M E R COMMERCIAL preview available soon OR * OR ORVISION Combi-Ad logos provide the processor core and graphics message to your end customers.Preferred logo placement is near the system being promoted 26 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 27. WHAT ABOUT DUAL GRAPHICS ? MERCHANDISE THE GRAPHICS ADVANTAGE AN AMD EXCLUSIVITY “DISCRETE” = 2 LOGOS + INTEGRATED + DEDICATED MEMORY + GRAPHIC BRAND IntelBezel Stickers CORE i3Merchandising Logo UMA or integrated Graphics Discrete Graphics Discrete-Class Graphics Dual Graphics (Radeon™ HD 6480M) (Radeon™ HD 6480G) (Radeon™ HD 6480M + Radeon™ HD 6480G)Processor Nomenclature Intel® Core™ i3 Intel® Core™ i3 AMD Dual-Core A6 AMD Dual-Core A6Graphics Nomenclature AMD Radeon™ HD 6480M Graphics Intel® HD Graphics AMD Radeon™ HD 6480G Graphics AMD Radeon™ HD 6510G2 Dual Graphics AMD Radeon™ HD 6480M discrete AMD Radeon™ HD 6480GGraphics Nomenclature Graphics AMD Radeon™ HD 6510G2 Dual Graphics discrete-class Graphics(long and memory call-out) With 512MB dedicated memory With 1GB combined dedicated memory with 512MB dedicated memory Dedicated Marketing Messaging • 2 Logos / Bezel Stickers • Highest Brand : 6480 -> 6510 27 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential • Same wording than “Discrete” • “Dual Graphics” better “Graphics” • Call out of the dedicated memory • More Gfx Memory : 512MB -> 1GB
  • 28. EMEA AMD RETAIL “SABINE“ FC 2011 – OUTLOOK FOR 2011STRONG DEMAND ON “SABINE” AND “BRAZOS” FROM EMEA RETAIL 44% 39% AMD Sabine 22% AMD Brazos 78% 37% AMD Danube 40% 24% 16% 28 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 29. THANK YOU 29 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 30. DISCLAIMER & ATTRIBUTIONDISCLAIMER 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 theKhronos Group Inc. Other names are for informational purposes only and may be trademarks of their respective owners. 30 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 31. SHARE OF BRAZOS PLATFORMS IN TTL. AMD NB - EMEA80000700006000050000400003000020000 Share of Brazos in total mobile AMD is increasing rapidly10000 0 16% 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 Source: GfK weekly data EMEA 31 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential
  • 32. AMD SHARE FOR MOBILE: AMD„S SHARE IS INCREASING SINCEFIRST APU SYSTEM AVAILABILITY40,00% “Brazos“35,00%30,00%25,00%20,00% AMD15,00% 18,6% 17,2% 16,8% 16,9% 17,1%10,00% 15,3% 16,8% 15,6% 16,6% 16,8% 19,1% 16,9% 16,5% 15,7% 16,6% 16,5% 16,8% 16,5% 17,0% 17,2%5,00%0,00% Source: GfK weekly data EMEA 32 | AMD EMEA A-Series APU Launch | June 15-16, 2011 | AMD Confidential