In 2005-2006, Bright supported AMD to achieve breakthroughs in government relations and government procurement through media engagement programs leveraging its X86 technology transfer and anti-Intel-monopoly projects in China.

Challenges:

• In 2005, AMD’s business in China was constrained by Intel’s monopoly. AMD chip-equipped products were excluded from government procurement; local Chinese OEMs were reluctant to adopt AMD’s industry-leading technologies

Solutions:

• Leverage AMD’s anti-Intel-monopoly lawsuit in the U.S. to stage a media campaign in China to call for fair competition. 

  - Invite IT celebrity Fang Xingdong to write a book “Challenging Intel”

  - In-depth government media reports 

  - Forums to engage key scientists and economists in China 

• Leverage AMD’s X86 technology transfer to highlight its commitment to China (Taking the rooted in China, Winning the future together)

  - Invite premium media to interview leaders of the Chinese Academy of Sciences to highlight the strategic significance of the transfer

• Leverage the 2006 National People’s Congress to influence government policies

  - Lobby industry associations to issue a joint suggestion to remove a requirement of the government procurement that all products for bidding shall adopt Intel’s certain technologies

Achievements:

• Built a favorable public consensus in China 

• Local OEMs began to eagerly partner with AMD 

• AMD’s business in China continued to surge over the years