| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential1

How to influence shoppers to buy AMD?

41% 61%

59% 23% 1. Productmind set

Online Online

• Search Engines

• Vision landing page

• Blogs

• Price comparsion web sites

• Retailers Website

• Professional Online review sites

• Online user reviews

• Mobile Internet

Offline

• PC Magazines

• Print newspaper

• Retail Store

• Retailer/MNC ads

Online:

Vision Educat. MS

for Online Shops

Online:

Vision Master

Microsite VMM

Press

Store

Retailer/MNC

Place in customers

online shops

SEM, links, social media, blog

activities

Product reviews,

articles, events,

contests

Retailer MDF,

POS material,

promotions etc.

Value messaging

Offline1. Purchasedecision2. Mind set

Influence

• 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)

Channel TacticResearch Purchase

Sources: Forrester Consumer Technographics, AMD Brand Tracking Study

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential2

Consumer Q410 Marketing Plan 2010

Push retail sales through align with Go-Big-PlanIncrease consumer market share up to 29%

Objective

Retail ProgramsIncrease assortment and generate additional

sales through with higher ASP with AMD Retail MDF. Crate innovative consumer channel partner programs and activities to support

partner sales through of AMD based platforms

Increase AMD preference by improving AMD‘s value proposition in partner print ads

Use new MSH EMEA partnership to leverage VISION message to consumers

xx%

AMD Vision CampaignsEstablish Vision by identifying

consumer segmentation and buying behavior process to develop Vision marketing activities for increasing

AMD buying preference

xx%

Strategies

Budgets

Increase CPU ASP above $xxIncrease CPU CM from xx% to xx%

Revenue goal: $xxxM

ROI

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential3

CONSUMER TOUCHPOINT PLAN: Paul

ROLE FOR COMMS:

KEY BARRIER:

“I have never heard of AMD ”

KEY REQUIREMENT/ OPPORTUNITY:

“AMD is the only solution for me”

“It is in an ugly

machine”

“It’s special, gets great reviews and

my friends recommend it”

“Influencer says

no”

“Influencer recommends it”

4.Experience2.EVALUATION1.AWARENESS 3.PURCHASE 5.UPGRADE

“I don’t see a difference”

“So glad I chose my NB powered by

AMD”

INSPIRATIONAL

EDUCATIONREASSURE EDUCATE

AMD IS NOT IN THE CONSIDERATION SET – AND THE AUDIENCE DOESN’T CARE ABOUT THE INGREDIENTKEY

CHALLENGE:

KEY OPPORTUNIITY:

LATCH ONTO AUDIENCE GREATER MOTIVATION – VIVID ENTERTAINMENT; EXPERIENCE PLAYFULLY

TO ACHIEVE 29% NB MARKET SHARE BY END OF 2010RAISE AMD NB MSS BY 5 POINTS BY EOY 2011

GROW MARKET SHARE IN NETBOOKS FROM 1% TO 20%

BUSINESS OBJECTIVE:

VISION DELIVERS THE MOST VIVID ENTERTAINMENT EXPERIENCESMARKETING OBJECTIVE:

SHOW VIVID ENTERTAINMENT EXPERIENCES BY LETTING THE AUDIENCE PLAY AND DISCOVER VISION FOR THEMSELVESCOMMUNICATIONS OBJECTIVE:

24-35 YEARS OLD; MALE; SINGLE; EMPLOYED; EDUCATED; HIGH TECH OWNERSHIP;INFLUENCES PURCHASES OF FRIENDS/FAMILY

MOST VALUABLE CONSUMER:

DIFFERENTIATED

ENGAGEMENT

To be defined as part of

Q4 Planning

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential4

IMPLICATIONS FOR CONSUMER CAMPAIGNS

INSPIRATIONAL

EDUCATIONREASSURE

DIFFERENTIATED

ENGAGEMENT

Build on the awareness

experience of playing with

VISION challenging the

audience to really put the

system through its paces to

demonstrate how VISION

brings the visual Experience

NOW

Leverage influencer

advocacy to reinforce the

differentiated

engagement/education/inspi

ration messages.

Invite the audience to play

with the product and

experience VISION’s

superior visuals and

excellent performance for

themselves

AUDIENCE TRUTH:

Interested in an irrefutable

superior quality experience

Role of Communications:

Strategic Truths:

MARKET TRUTH:

Saturated with little room

to differentiate

BRAND/PRODUCT TRUTH:

Visually stunning and

exceptional performance

“The Ultimate Visual Experience”Creative Concept

Communications Execution Principles:

Effort % (Resource/Budget)

30% 20%50%

Online/Soci

alKey Channels RetailOnline/Soci

alRetail

Online/Soci

alRetail

ACF Co-

MarketingPR PR PR

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential5

Consumer Q410 Marketing Plan - Tactics

Arno/Eliza

Vision Consumer Budgets 100%

• EMEA Forrester Data Seat 2011

• Vision assets update for Brazos, Danube refresh, Northern Ireland

• Creation of Vision online assets (December)

• Creatives for P.O.S. material (October)

• Update VISION configurator as of January (December)

• Update of VISION In-Store demo (December)

• Vision Partner Microsite implementation

• Vision online consumer preference influence (SEM, Banner etc.)

• Vision DT online consumer education via social media, SEM, bannners etc.

• drive traffic to etailer site with AMD brand area

• Push MNC Hero SKU‘s and increase Vision visibility at MNC‘s by

placement at MNC communication assets

•

• Increase AMD‘s visibility in press together with PR team

• Details see PR plan $xxxxxxxJanStephan

HelgaChristian

Isolde $xxxxxx

$xxxxx

$xxxxxxxx

$xxxxx

AMD HQ $

$xxxxxxHelga

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential6

Q4/10 Sales Plan – Demand Gen/Retail

AMD Retail In-Store Trainings KPI‘s:

13K Trained

RSA‘s

Provide bi-

quarterly filled

in Training

Questionaire

Fund:

$xxxxxx

Objectives: Prepare Retail market about for sales through of AMD products, Marketing Campaigns and AMD based systems

Description:

• 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)

Goal: Train almost 13K RSA‘s in almost xxxx Top stores of AMD Retail customers

Countries: All EMEA

Translations: n. a.

Start: 1-Oct End: 31-Dec

Owner:

Xxxxx xxxxx

Arno Hegemann

| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential7

EMEA funding split 2010 Current State – today’s Fusion-I Funds 2010

Update

EMEA Q1

ACF x,x%

xx%

X,X%

X%

X%

ACF x,x%

Marketing Programs

Trainers

Retailer MDF

Infrastructure

PR ProgramsX%

EMEA Q2 Plan

xx%

X,X%

X%

X%

X%

Xx $/UXx $/U

MDF: xxxxK $Act Vol: x,xM

MDF: xxxxxK $Vol FC: x,xM

EMEA Q3 Plan

ACF x,x%

xx%

X,X%

X%

X%

X%

EMEA Q4 Plan

xx%

X,X%

X%

X%

X%

Xx $/UXx $/U

MDF: xxxx$Vol FC: x,xM

MDF: xxx$Vol FC: x,xM

Sony: 5,2%

EMEA Q1 Plan

xx%

X,X%

X%

X%

X%

Xx $/U

MDF: xxxx$Vol FC: x,xM