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Wed 30 Aug 2006 04:00 AM

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Sapphire eyes AMD-ATI upside potential

Adrian Thompson, worldwide VP marketing at Sapphire paid a flying visit to the Middle East last month to explain how the vendor planned to work hand-in-hand with its channel partners to generate even greater demand in the region.

Adrian Thompson, worldwide VP marketing at graphics card vendor Sapphire paid a flying visit to the Middle East last month to explain how the vendor planned to work hand-in-hand with its channel partners to generate even greater demand in the region.

“We are taking a two-pronged approach in terms of pushing the product through distributors but also ensuring that we are creating the demand for the resellers,” said Thompson. “This is an important region to Sapphire and we see a market with strong demand upside.”

Sapphire, which is a close ATI partner, is also analysing the implications of AMD’s recent decision to purchase ATI.

“The AMD-ATI deal is excellent as far as Sapphire is concerned,” said an upbeat Thompson. “The strong ATI partners will survive and it may well lead to some of the smaller players exiting the market. ATI has 16 partners and probably only needs five,” he added.

Thompson claims that Sapphire’s product range and commitment to channel profitability continues to give the vendor an edge over its rivals in the Middle East market.

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