The new management team at AMD South Africa seems determined to make its presence felt in the market, firing one of the country's most prominent distributors – with the possibility of another to follow.
One of SA's biggest volume distributors, Rectron was late last week informed that it was surplus to requirements regarding AMD's local channel and, if rumours are anything to go by, Asbis could be next in line for the chop.
Imi Mosaheb, AMD's new country manager for the territory, was unavailable for comment at the time of going to press, but Rectron's group operations director, Dean Prinsloo confirmed his company no longer has the AMD agency.
"A year ago, our market share split between Intel and AMD was 95% to 5%," Prinsloo says. "But in our last quarterly review, we had grown this to a 90/10 split. We've grown quarter on quarter with AMD, but this was not enough for them. They wanted a significantly higher market share which is not really possible when you consider the strengths of the two manufacturers.
"AMD claims a 26% market share worldwide and this is the figure they wanted their distributors to achieve in South Africa," Prinsloo says. "But this is just not do-able locally. There's a very small community in SA that buys AMD product."
Rectron will now concentrate on increasing its Intel business in the country, Prinsloo says.