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Roy Taylor, sales director of Nvidia Europe, today outlined the firm's strategy to ensure PC mind share for its graphics chips. In some respects, Nvidia is following the route taken by Intel to develop its business model, he says. The graphics chip vendor has only three major chip customers in Europe -- Elsa, Guillemot and 3D Power -- and does not make boards, but the firm spends a great deal of time outlining its product roadmaps to PC manufacturers and system builders. The aim is to encourage this Euro- channel to buy products incorporating Nvidia chip technology. Nvidia also ensures that PC manufacturers gets early samples of boards using the Nvidia designs, and provides cooperative marketing funds to companies which adopt the technology in their final products. Nvidia currently has sales offices in France and Germany, but is set to open an office in the UK in the next two months, Taylor says. ®

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