Advanced Micro Devices

1
Advanced Micro Devices

• About AMD Advanced Micro Devices (NYSE AMD) is
  a leading global provider of innovative
  microprocessor solutions for computing,
  communications and consumer electronics markets.
  Founded in 1969, AMD is dedicated to delivering
  superior computing solutions based on customer
  needs that empower users worldwide. For more
  information visit www.amd.com.

2
Global Internet Marketing

• Delivers a marketing technology infrastructure
  for AMDs e-Marketing environment.
• Publishing compelling, customer-focused content
  to support AMDs initiatives and objectives
• Enabling customers to reach relevant content and
  services easily
• Defining and publishing global guidelines and
  standards to create a consistent brand and
  customer experience
• Driving innovative online solutions through
  industry research and customer metrics and
  analysis.

3
Current Web View

• 50,000 page public and password-protected
  website, 30 code releases per month, and 2300
  global content changes per month. 2.5 to 3
  million unique visitors per month.
• Currently support 15 country web sites in 11
  languages expanding to 20 country sites in 16
  languages in new platform.
• Staffing and support inequities between the US
  site and all the regional sites.
• Major re-launch of the corporate website using
  ECM/Portal Infrastructure in progress
• Integrating with SDL to leverage Translation
  Memory and streamline globalization process
• Initiated globalization business process analysis
  using SDL to identify communication and
  efficiency gaps and improvement opportunities
• Ninety percent of the content is developed in the
  US and delivered at the last minute.

4
Current Global Content Challenges

• Communication barriers and challenges
• Cultural differences, various communication
  styles, etiquette concerns
• Minimal face-to-face relationship building.
• Being a minority voice on behalf of the regions
  and being a minority voice at the regional level
  . . .
• Bi-direction communication with no holistic view
  of AMDs direction corporation/regions sharing
  plans. Limited planning horizons.
• Corporate Challenges
• limited insight and understanding of specific
  regional needs.
• No corporate insight into the total cost of
  globalization.
• Content is developed for US consumers and
  messaging and tone does not translate well.
• Users and business processes are not ready for
  change. Program and content utilization and
  prioritization is performed by the country and
  may result in conflicts with corporate
  priorities.
• Regional Challenges
• Limited insight to corporate objectives by the
  folks in the trenches
• Users and business processes are not ready for
  change
• Online Program development without regional input
  or requirements
• Resource availability and allocation conflicts
• Centralized application development and support
  with decentralized site ownership and resources.