AMD’s new chain chief Richardson set to craft ‘ultimate chain’ strategy

Richardson wants to help partners create sustainable businesses and innovative solutions

AMD’s new North American channel head, Terry Richardson, has pledged to broaden relationships with channel partners and convince them to increasingly use the company’s processors rather than competing products during his first interview since being hired by the chipmaker.

Richardson joined the Santa Clara, Calif.-based chipmaker on March 1 after retiring in January from Hewlett Packard Enterprise, where he worked for 11 years and served as head of industry channels and alliances. ‘business. In his new role as Channel Leader for North America, Richardson will oversee commercial sales of CPUs and GPUs through server and PC OEMs as well as distributors.

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The partners said CRN that AMD’s decision to hire Richardson to lead commercial channel sales in North America gives the chipmaker instant credibility and will help it continue to gain market share against Intel, which has a substantial lead over AMD both in terms of market share and long-standing channel relationships. It also takes on major GPU maker Nvidia with its own line of customer and data center GPU products.

In an exclusive interview with CRN, Richardson said it’s important to him that relationships with partners are “win-win,” whether they’re solution providers, distributors or system integrators. Over the past few years, AMD has expanded beyond its traditional component channel for retailers and system builders with a new focus on solution providers that resell OEM PCs and servers.

“I think it’s really important to listen to partners describe their needs and interests, where they’re trying to do business, and to look at ways and intersection points where AMD can enable partners to achieve some of their goals, many of which relate not only to building great, sustainable businesses, but also to delivering innovative solutions to customers,” he said.

The following is an edited transcript of CRN interview with Richardson, who explained why he joined AMD and how his experience at HPE will inform AMD’s distribution strategy, among other things.

Tanya J. Hill