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 Confidential
1 | 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 Q4'09 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11
* 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 36.530.483
120 M 35 M
30 M
100 M
25 M
80 M
20 M Desktop;
16.896.172
60 M
15 M
40 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 | EMEA
45%
44%
43% More & more consumers chose a
42% notebook with a discrete graphic
41%
40%
39% With the new Discrete-Class and
38% Dual-Graphics nomenclature on the
37%
2011 platforms AMD adresses
36%
consumers needs
35% 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 Notebook
500 €
450 €
Ongoing price decrease of Notebooks
432 €
400 €
BOM price needs to be efficiant to
350 € 323 € maintain healthy margins
300 €
250 €
AMDs platforms offer competitive
200 € pricing in each segment to meet tough
150 € margin goals
100 €
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 WESTERN
EUROPE. GREAT POTENTIAL FOR AMD APU PLATFORMS
90.000.000
80.000.000
Media Tablets, like the I pad
70.000.000
30.275.375
Tablet Slate
60.000.000 27.991.282 Tablet Convertible
25.613.728 Mobile Workstation
50.000.000
20.262.189 Mini Notebook
40.000.000 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 7.810.332
30.000.000
6.645.631 16+inch Notebook PC
0 5.297.655
20.000.000
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
17.547.746
10.000.000 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 E
SERIES 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.htm
Emphasis 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
MARKETS
14 | 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 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 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 June
March 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 RETAIL
PREPARED 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
META
Source: 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/Quarter
Source: 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 UPDATE
SMB
Mission
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 NEEDS
25 | 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
OR
VISION 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
Intel
Bezel Stickers CORE i3
Merchandising 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 A6
Graphics 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 6480G
Graphics 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 2011
STRONG 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 & ATTRIBUTION
DISCLAIMER
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 the
Khronos 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 - EMEA
80000
70000
60000
50000
40000
30000
20000 Share of Brazos in total mobile AMD is increasing rapidly
10000
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 SINCE
FIRST APU SYSTEM AVAILABILITY
40,00%
“Brazos“
35,00%
30,00%
25,00%
20,00%
AMD
15,00%
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