AMD plans aggressive price drive

Vendor prepares wave of new products
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Vendor prepares wave of new products

Chip giant AMD is gearing up for a slew of product launches in the latter half of this year, and says it will be taking an aggressive stance on pricing when they hit the UK market.

An increased emphasis on flexibility and compatibility for its latest and most powerful 45nm products is to be supported by a drive to keep costs down, in an attempt to grab a larger share of the vast majority of today’s
customers for whom budget is a key consideration.

“We’ve been very aggressive with our positioning,” AMD’s EMEA channel director Andrew Buxton told PCR.
“We’ve got great products coming out that are extremely competitive with an excellent price performance ratio. They’re always going to be priced well, with no changing prices or temporary discounts. We feel that this is something that the market – and the channel – needs.”

The firm will also be aiming to make upgrading machines easier, and again asserting the idea that creating powerful PCs needn’t cost the earth.

“We want customers to be able to have the flexibility to upgrade whenever they want, without having to overhaul
their entire system,” added Buxton. “If customers want to upgrade their motherboard, for example, they should be able to keep their old CPU and graphics cards and just drop them in to the new system. We’re aiming to help customers get the most out of their purchases. Why should a customer pay more for a high-end CPU, when they can buy a mid-range one and overclock it? We can offer the guidance to help do that.”