AMD: Desktop is not in decline - PC Retail

AMD: Desktop is not in decline

Vendor says components sales point towards continued interest in upgrades
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AMD’s EMEA channel director, Andrew Buxton has told PCR that the desktop segment is still very much alive and is being sustained by a strong consumer interest in upgrades.

Citing the growth in PC repairs and system building, Buxton stated that the challenge for AMD had actually been in meeting demand for components.

“Unit-wise things have been quite a bit stronger than we previously thought,” Buxton told PCR. “So the challenge is more in terms of availability – making sure that we have enough stock to meet demand – than trying to make sales, especially at the entry level. That has actually gone better than expected.”

Although market researchers often release figures citing the decline in shipments of pre-assembled PCs as evidence of a decline in desktop sales, Buxton feels that these do not accurately reflect the true nature of the desktop market.

“Increasingly what we see happening is that people want a nice solid home family PC, and they’ll build a new one and pass on the old – this is a market we see as really strong at the moment,” observed Buxton.

“I think this is rightly perceived as the best value way of getting what you want. I think people across Europe are going for value, instead of just buying a brand and then finding out it’s not quite what they want and having to add components later.”

To read the full interview with Andrew Buxton, follow this link.


Neil Spicer

AMD interview

Rob Horgan talks to Neil Spicer, EMEA component channel sales director at AMD, about the company's projections for the year ahead