AMD to import CKD notebook kits to promote Sempron

In a bid to make its Sempron Mobile processors more successful, AMD Far East India is talking with Taiwanese
manufacturers to devise completely knocked-down (CKD) kits for Indian partners. "These kits will be available
in the market by October, 2004 and will include the processor, motherboard and bill of material," says Sanjeev Keskar, Country Manager,
AMD Far East India.

However, partners are not sure whether this move will really help boost AMD sales in the notebook segment. According to
one distributor, "The BTO concept has not worked in the past, especially in India, as the components
of the products are not standardized." Also, he points out that unless AMD gears up its service network to support the various combinations of the
CKD kits, the initiative will probably fail. 

Meanwhile, close on the heels of its tie-up with LG for Sempron-based MyPCs, AMD has found another OEM partner,
which will roll out PCs based on these processors. HCL will launch Sempron-based EasyBee machines in mid-September.
Though Sempron is targeted for customers who want value for money, AMD is gearing its partners to target even corporate
and first-time buyers. 

"We expect good business for Sempron from SME, home and government segments," Sanjeev adds. The company is planning to come out with
comprehensive literature about the product and its capabilities to educate partners and help them position it effectively. "We are educating partners
to offer Sempron to customers who want value at a lower cost and Athlon 64 to those who want performance at any cost," Sanjeev states. 

AMD Sempron processors 3100+, 2800+, 2600+, 2500+, 2400+, 2300+ and 2200+ are available immediately. Mobile AMD Sempron processors 2600+, 2800+, and
3000+ designed for full-size notebooks and Mobile AMD Sempron processors 2600+ and 2800+ designed for thin and light notebooks will be available
shortly.

All mobile processor pricing is in 1,000-unit quantities, while all desktop processor pricing is in 1,000-unit PIB quantities. The AMD Sempron Mobile
processors 2600+, 2800+, and 3000+ designed for full-size notebooks are $84, $108, and $120, respectively. The Mobile AMD Sempron processors 2600+ and
2800+ designed for thin and light notebooks are $85 and $99, respectively.

The AMD Sempron processors 2200+, 2300+, 2400+, 2500+, 2600+, 2800+ and 3100+ are priced at $39, $45, $61, $74, $85, $109, and $126, respectively.

VINITA BHATIA