The VAR Guy is cooling his heels at the AMD Fusion Developer Summit in Bellevue, Wash., where the chip maker has assembled its loyal developer ranks to discuss their role in advancing the Fusion APU technology. And while much of the talk has gone right over our resident blogger’s head (throw lines of code on the screen and The VAR Guy’s eyes instantly glaze over), he has managed to ferret out the channel play. Read on for the deets …

To hear David Kenyon, vice president of Worldwide Channel Marketing tell it, AMD is leaning on its channel partners heavily to help spread the gospel of Fusion. “It’s no secret we named [our partner program] the Fusion Partner Program for a reason,” he said. “We’ve been paving the way for this technology for our partners.”

And by partners, he means everybody. Quick reminder: AMD merged its regular channel and embedded channel partners into one group in March 2011 in an effort to streamline and simplify its partner program, adding a Systems and Technology track offering inside the Fusion Partner Program to accommodate the new population.

So, of course, such a wide and varied partner population means AMD’s collective partner base can have its finger in the pie of just about any opportunity, from horizontal plays including mobility devices and embedded systems to vertical markets such as retail and POS.

But no matter where or what the opportunity, Kenyon noted the overreaching need in all areas that’s driving this technology: video.

“It’s not just about the money, it’s also about the fact that folks who use PCs now generally are using them to watch video,” he said. “This technology really shines in that space.”

Ergo, the opportunity for channel partners to harness and market the power of the heterogeneous technology that is Fusion is wide and far-reaching. (Who’d have thought YouTube would one day drive new opportunities for the channel?)

Kenyon noted AMD is continually working to improve its partner program by adding benefits and other perks such as design contests as a way to set itself apart and get its channel partners thinking beyond standard processing.

“We continue to innovate in ways to interact with our partners, and have spent a lot of time, money and energy on how to better serve and cover the channel. We’ve developed social networking methods and more efficient online media and are looking for other ways to better connect,” he said.

“If you think about it, next year our product stack will be almost completely different than it is now,” Kenyon continued. “We’re excited about the next-generation applications partners can leverage. If you think about what the channel is good at, it’s providing differentiation, providing services and finding ways into new markets where help is needed. Fusion helps them do that at an affordable price point.”

Our resident blogger certainly sees the bigger picture AMD is painting. And it doesn’t take much to connect the dots between low price and high performance in both the corporate and consumer markets. How quickly the rest of the market catches up to AMD’s grand plan, however, is largely up to the developers assembled here in Bellevue.

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