For AMD, Digital Inclusion is the Ultimate Expression of "Customer-Centric Innovation"
March, 2006
By William T. Edwards, Ph.D., Senior Vice President and Chief Innovation Officer

AMD takes pride in providing our customers with a broad choice of quality computing solutions. Focusing on customers' needs enables our company to grow not only from a business perspective, but as a leader in a global community. While Internet connectivity is a luxury that some enjoy, there are many who live without access to even the most basic technologies. Today, for example, only 16 percent of the world's population has Internet access. There are literally billions of people living in technological darkness.

Through our 50x15 initiative, which includes our leadership role in the One Laptop Per Child (OLPC) development efforts, AMD is not only raising visibility about the issues around the world, we're delivering results. In Latin America, 50x15 is helping people find jobs. In India, it's helping to foster innovative business ventures. In China, it's helping to enhance education — something you can read more about in this issue of 50x15 Connections. Business, governmental and social leaders recognize the absolute need to develop a global online community, and to provide increased opportunities for individuals regardless of nationality or location.

The collective momentum we're witnessing to connect and unite a global community further spurs our passion for digital inclusion. AMD also understands that 50x15 is not just about technology. It's about creating sustainable regional ecosystems of technology partners and providers. Citizens of Turkey, Brazil, Mexico, South Africa and the Caribbean are already seeing the results of this approach in the form of our 50x15 learning labs. These measured deployments of technology solutions by AMD and its regional partners are only possible because of the ecosystem we have built to support them. These Learning Labs are proving highly effective in connecting new users to the Internet and they stand as some of the first demonstrable results for 50x15.

In a very real sense, these Learning Lab deployments take a decidedly Customer Centric approach to digital inclusion: Under the ecosystem model, each deployment is unique to the local culture and is tailored to operate within the available technology infrastructure — a testament that developing sustainability is a highly-regionalized process that can vary significantly between projects. To enhance our Latin American 50x15 deployments, AMD is sponsoring the "Connecting the World" design contest for college students across the region.

This contest taps the regional knowledge and expertise of area design and engineering students to create affordable and sustainable technology for high growth communities. Through our participation in 50x15 programs across the globe, we noticed students are incredibly passionate and committed to bridging the technology gap. They continue to be some of the best ambassadors for how technology is changing their futures and available knowledge.

"Connecting the World" contestants will submit plans tailored to specific regional customer markets and requirements. Students will propose designs for devices, deployment strategies and full business plans that work toward achieving 50x15 goals. Contestants from universities are vying for prize money and an opportunity to have their designs seen by some of the world's leading innovators. Winning designs will represent the spirit of 50x15 and digital inclusion while meeting the experiential criteria of the contest.

AMD continues to look for innovative ways to educate the technology industry about our 50x15 and digital inclusion efforts, and has an excellent opportunity at the upcoming World Congress on Information Technology in May. AMD's CEO, Hector Ruiz is a keynote speaker and will carry the 50x15 banner and the ideals of digital inclusion to unite an audience of socio-political and technology leaders. It is with ecosystem support and education that AMD will create additional momentum with technology and business thought leaders to positively influence and continue successful 50x15 implementations.

AMD and its 50x15 partners are using innovative programs like "Connecting the World" to drive results across the globe. It is our responsibility to empower high growth regions with Internet connectivity and deliver access to global information.