1. How to influence shoppers to buy AMD?
• Around 60% of PC SW/HW consumers research online prior purchasing products
• Approximatly 61% of all PC consumers ultimatly buy offline
• Major influence to change brand preference is online with appr. 60%
• Significant influence as well offline with around 40%
• Mobile Internet opportunity: need more investigation (~30% of WE consumers and growing)
Research Purchase Influence Channel Tactic
Online: SEM, links, social
Vision Master media, blog
Microsite VMM activities
59% 23% 1. Product Online
Online
mind set • Search Engines Online:
Place in customers
• Vision landing page Vision Educat. MS
online shops
• Blogs for Online Shops
• Price comparsion web
sites
• Retailers Website Product reviews,
• Professional Online Press articles, events,
review sites contests
• Online user reviews
• Mobile Internet
Retailer MDF,
1. Purchase Offline Store POS material,
Offline 41% 61% decision • PC Magazines promotions etc.
2. Mind set • Print newspaper
• Retail Store
• Retailer/MNC ads
Retailer/MNC Value messaging
Sources: Forrester Consumer Technographics, AMD Brand Tracking
Study
1 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential

2. Consumer Q410 Marketing Plan 2010
Push retail sales through align with Go-Big-Plan
Objective
Increase consumer market share up to 29%
AMD Vision Campaigns Retail Programs
Establish Vision by identifying Increase assortment and generate additional
consumer segmentation and buying sales through with higher ASP with AMD Retail
behavior process to develop Vision MDF. Crate innovative consumer channel
marketing activities for increasing partner programs and activities to support
AMD buying preference partner sales through of AMD based platforms
Strategies
Increase AMD preference by improving AMD‘s
value proposition in partner print ads
Use new MSH EMEA partnership to leverage
VISION message to consumers
Budgets xx% xx%
Increase CPU ASP above $xx
ROI Increase CPU CM from xx% to xx%
Revenue goal: $xxxM
2 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential

3. CONSUMER TOUCHPOINT PLAN: Paul
BUSINESS
TO ACHIEVE 29% NB MARKET SHARE BY END OF 2010
OBJECTIVE: RAISE AMD NB MSS BY 5 POINTS BY EOY 2011
GROW MARKET SHARE IN NETBOOKS FROM 1% TO 20%
MARKETING
OBJECTIVE: VISION DELIVERS THE MOST VIVID ENTERTAINMENT EXPERIENCES
COMMUNICATIO
NS OBJECTIVE: SHOW VIVID ENTERTAINMENT EXPERIENCES BY LETTING THE AUDIENCE PLAY AND DISCOVER VISION FOR THEMSELVES
MOST 24-35 YEARS OLD; MALE; SINGLE; EMPLOYED; EDUCATED; HIGH TECH OWNERSHIP;
VALUABLE INFLUENCES PURCHASES OF FRIENDS/FAMILY
CONSUMER:
1.AWARENESS 2.EVALUATION 3.PURCHASE 4.Experience 5.UPGRADE
AMD IS NOT IN THE CONSIDERATION SET – AND THE AUDIENCE DOESN’T CARE ABOUT THE
KEY INGREDIENT
CHALLENGE:
LATCH ONTO AUDIENCE GREATER MOTIVATION – VIVID ENTERTAINMENT; EXPERIENCE
KEY
OPPORTUNIITY: PLAYFULLY
“I have never heard “It is in an ugly “Influencer says “I don’t see a
KEY BARRIER: of AMD ” machine” no” To be defined as part of
difference”
Q4 Planning
“It’s special, gets
great reviews and “So glad I chose my
KEY “AMD is the only “Influencer
my friends NB powered by
REQUIREMENT/ solution for me” recommends it”
OPPORTUNITY: recommend it” AMD”
ROLE DIFFERENTIATED INSPIRATIONAL
FOR COMMS: ENGAGEMENT EDUCATION
REASSURE EDUCATE
3 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential

4. IMPLICATIONS FOR CONSUMER CAMPAIGNS
Strategic
AUDIENCE TRUTH: MARKET TRUTH: BRAND/PRODUCT TRUTH:
Truths: Interested in an irrefutable Saturated with little room Visually stunning and
superior quality experience to differentiate exceptional performance
Creative
Concept “The Ultimate Visual Experience”
Role of
DIFFERENTIATED INSPIRATIONAL
REASSURE
Communication ENGAGEMENT EDUCATION
s:
Build on the awareness
Invite the audience to play experience of playing with
Leverage influencer
with the product and VISION challenging the
advocacy to reinforce the
Communication
s Execution
experience VISION’s audience to really put the
differentiated
Principles: superior visuals and system through its paces to
engagement/education/inspi
excellent performance for demonstrate how VISION
ration messages.
themselves brings the visual Experience
NOW
Effort %
(Resource/Budg 50% 30% 20%
et)
Online/Soci Online/Soci Online/Soci
Key Channels Retail Retail Retail
al al al
ACF Co-
PR PR PR
4 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential Marketing

5. Consumer Q410 Marketing Plan - Tactics
Vision Consumer Budgets 100%
Arno/Eliza • EMEA Forrester Data Seat 2011 AMD HQ $
• Vision assets update for Brazos, Danube refresh, Northern Ireland
• Creation of Vision online assets (December)
• Creatives for P.O.S. material (October)
$xxxxx
Helga
Christian • Update VISION configurator as of January (December)
• Update of VISION In-Store demo (December)
• Vision Partner Microsite implementation $xxxxx
• Vision online consumer preference influence (SEM, Banner etc.)
• Vision DT online consumer education via social media, SEM, bannners etc.
Isolde $xxxxxx
• drive traffic to etailer site with AMD brand area
• Push MNC Hero SKU‘s and increase Vision visibility at MNC‘s by
Helga $xxxxxx
placement at MNC communication assets
•
• Increase AMD‘s visibility in press together with PR team
Jan • Details see PR plan $xxxxxxx
Stephan
$xxxxxxxx
5 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential

6. Q4/10 Sales Plan – Demand Gen/Retail
KPI‘s:
AMD Retail In-Store Trainings
Objectives: Prepare Retail market about for sales through of AMD products, 13K Trained
Marketing Campaigns and AMD based systems RSA‘s
Goal: Train almost 13K RSA‘s in almost xxxx Top stores of AMD Retail Provide bi-
customers
quarterly filled
in Training
Description: Questionaire
• Local In-Store trainings of managed by local Consumer BD
• Train RSA‘s with EMEA Training deck and prepare market to sell Vision,
Danube/Nile, Leo/Dorado
• Creation of Retail training questionaire (xx K USD)
Fund:
$xxxxxx
Countries: All EMEA Owner:
Translations: n. a. Xxxxx xxxxx
Start: 1-Oct End: 31-Dec Arno Hegemann
6 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential

7. EMEA funding split 2010
Current State – today’s Fusion-I Funds 2010
ACF x,x% ACF x,x% ACF x,x%
EMEA Q1 EMEA Q2 Plan EMEA Q3 Plan EMEA Q4 Plan EMEA Q1 Plan
Retailer MDF xx% xx% xx% xx% xx%
Xx $/U
Update Xx $/U Xx $/U Xx $/U Xx $/U
Trainers X,X% X,X% X,X% X,X% X,X%
Marketing Programs X% X% X% X% X%
X% X% X% X% X%
PR Programs
Infrastructure
X% X% X% X% X%
Sony: 5,2%
MDF: xxxxK $ MDF: xxxxxK $ MDF: xxxx$ MDF: xxx$ MDF: xxxx$
Act Vol: x,xM Vol FC: x,xM Vol FC: x,xM Vol FC: x,xM Vol FC: x,xM
7 | EMEA Consumer Marketing Plan 2010| January 2010 | Confidential