Chip giant AMD has launched a revamped channel partner loyalty programme to help drive sales of its new technology in Europe.

The firm has divided its partners into three levels: Platinum, Gold and Associate Member, depending on their levels of loyalty and commitment.

Incentives on offer include advertising opportunities, marketing development funds, promotional activities, web-based and face-to-face training, product roadmaps and market analysis and intelligence.

Richard Baker, channel marketing channel manager at AMD, said: “We had a fairly fragmented channel programme before with several different programmes, and it was confusing for partners. We wanted to bring it up to date and simplify it. The categories are based on the size of the partner and their loyalty to AMD. It makes it much easier for us to do business.”

He added that the vendor had been working on the new programme for the past 18 months, but a scheme had in place for more than 10 years.

“We have already had more than 6,000 partners across Europe register for the new programme,” Baker said.

AMD will also work with its various vendor partners, such as nVidia, to supply system builder and integrator partners with technical information and support, Baker added.

Les Billing, managing director of distributor Microtronica, welcomed the launch of the programme.

“AMD has been running a similar programme in the US for a while and it has seen some good results,” he said.

“Now that AMD has optimised the programme for Europe, I’m sure it will be well received. Although, as with most new programmes, there will no doubt be some teething problems. However, it will give partners access to information and marketing material and bring the vendor a lot closer to the channel, which can only be a good thing.”

sara_yirrell@vnu.co.uk