The official opening of AMD in South Africa less than three months ago is already paying dividends for the chip maker and new country manager, Imi Mosaheb says it is well on track to securing the 20% market share it has targeted for the region.
"We're starting to do really well in South Africa," Mosaheb says. "Retail figures for last year show that we secured a 13% marketshare in desktops and 30% in mobile, but we're now seeing a lot of action and interest from the commercial sector.
"We're seeing our business forecasts very much in line with our expectations," he says. "So I think we can achieve 20% market share in the near future."
Mosaheb says that one of his first tasks as country manager was to better structure the company's channel model in South Africa. It now currently has two master distributors in Legend and Avnet, and is in the process of appointing additonal platinum and gold partners.
"We wanted our master distributors to be solution providers, not just selling CPUs, but also motherboards, graphics cards – the wider AMD solution," Mosaheb says. "This we have achieved and it's been a big change for the local market."
Mosaheb says he is intent on making southern Africa a key region for AMD.
"I want South Africa to be a launch partner, a launch area for AMD," he says.
And, it seems, he has already managed to persuade the powers-that-be in Austin that this is the route to follow.
When AMD's newest flagship, Barcelona, was launched on 10 September, Mosaheb says the local office had systems from its manufacturing partners in-country within a week.
"Not only that, but our distributors had stock of Barcelona within the same timeframe," he says. "In the past it could take six months for this to happen, so that's another big change for the region."