AMD appoints Legend distributor

Looking to further expand its CPU reach, AMD has appointed a new distributor for the Australian market.

Adelaide-based Legend Performance Technology joins APD International and Avnet as distributors of AMD's processors throughout Australia/New Zealand.

Legend is well known in the market as a memory manufacturer. The company was established in 1989 and has offices in Adelaide, Melbourne, Sydney and Perth. It began exporting components overseas and has sales offices in New Zealand and Europe. As well as memory, Legend focuses on components such as video accelerators and mainboards, and boasts an average dispatch time of less than 24 hours.

The company was also recently awarded as a Large Manufacturer category finalist by South Australian Premier John Olsen before 600 industry and government representatives.

Senior manager Bradley Dowe said the deal with the chipmaker provided "a significant opportunity" to add to the company's client base.

"We can now offer a one-stop shop for key semiconductor products," he said.

Legend can now supply all the key components for PC integrators. The company, which has offices throughout Australia and New Zealand, has a customer base of more than 2000 system integrators across sectors such as retail, government, corporate, OEMs and SMEs.

AMD has also announced the appointment of its first country manager for Australia and New Zealand, John Robinson. The former IBM Microelectronics regional sales division manager will concentrate on increasing AMD's market share within Australia. According to market analyst Inform, Intel currently holds around 88 per cent of the market, despite ongoing components shortages.

"The distribution channel is a key avenue for AMD's success in the region," Robinson said. "We have already embarked on an aggressive branding and awareness campaign, and we will work to continue to grow in Australia."

The company recently began a widespread advertising campaign under the banner Need To Speed.

AMD hopes to increase its presence in the commercial and government sectors and has also appointed Michael Apthorpe as field application engineer to provide technical support to the company's OEMs and partners.

The company has also beat Intel to the punch, shipping its 1.2GHz Athlon processor to manufacturing partners such as Compaq, Gateway and Hewlett-Packard. It's newly announced 800MHz Duron processor will be used in systems from integrators such as Adelong Computers, ASI Solutions and Optima as well as Hewlett-Packard, which will use the processor in its Pavilion home series.ends this one

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