ASUS rides the mobile PC wave

ASUS rides the mobile PC wave

$12.7-billion,Taiwan-based ASUS has identified India as a high growth market for future growth.

The $12.7-billion,Taiwan-based ASUS has identified India as a high growth market for the company’s future growth. It has introduced notebooks,tablets and convertible devices that perfectly meet the needs of today’s digital home and office. With an all-round focus to reach the masses,the company has been quite insistent on strengthening its presence in Tier 2 and Tier 3 towns. It presently has 90 retail outlets and intends to have 200 stores by the end of this fiscal

Did you know that over 10,000 tablets are being sold in India every day? That overall tablet shipments in April-June 2013 touched a mind-boggling 1.15 million units? And more than 73.5 million mobile handsets were shipped in India during the same period? The personal computer market might have been essentially flat this year,but super-thin laptops—commonly called ultrabooks—have clicked with the consumer. It is a no-brainer that smartphones,tablets and ultrabooks are fuelling our internet-connected lifestyles,thereby presenting immense growth opportunities for the device makers—global as well as domestic—in multiple ways.

Take for instance,the $12.7-billion,

Taiwan-based ASUS—the world’s top three consumer notebook vendor and the maker of the world’s best-selling motherboards. It has identified India as a high growth market for the company’s future growth. After all,India is one of the youngest population countries in the world,with an average age of 25 years. The huge potential of India lies in the fact that it offers a very large customer base to tap into.

No wonder,ASUS is fiercely competing with traditional tech biggies like Hewlett-Packard (HP) and Dell,as well as fast-growing Asian brands like Lenovo,Samsung,LG and Acer to increase its presence in the Indian market. “We started focusing on the Indian PC market in 2010 and in a period of three years,our market share for notebooks has gone up to 5 to 7% and we are targeting to achieve 10% by next financial year,” says Peter Chang,regional head—South Asia & country manager—Systems Business Group,ASUS India. “India’s young generation demands the latest in tech innovations at the tip of their fingers. We intend to roll out products considering both the value and volume segment,” he informs.


Last week,ASUS introduced Transformer Book T100,a 10.1-inch ultra-portable laptop with an Intel Atom Bay Trail quad-core processor and a detachable high definition display that can be used as a standalone Windows 8.1 tablet. With a slim and durable finish,the Rs 34,099-a-piece Transformer T100 is not only one of the lightest laptops currently available at just 1.07 kg,but also one of the lightest 10-inch tablets around,at 550 grams. Also introduced in the Indian market was Fonepad 7,an updated version of the popular Forepad. This is a

7-inch Android device with full voice telephony for people who want smartphone features with a tablet-size screen. Just 10.5 mm thick with a low 340 grams weight,Fonepad 7 is highly portable and perfect for entertainment on the go. It retails for R17,499.

“India is an important market for us,” says Chang. “It is diverse with each region having its own market trends and preferences. What favours a particular section of the market may not be an option for the other. Along with the importance of this wide market,we also understand that,in India,products that offer a good value for the price are well accepted by the customers at large.”

ASUS has tried to differentiate itself from other players in the Indian market with an effective channel and go-to-market strategy. “This assists us in delivering as per the expectations of our existing and prospective customers. Our prime strategy is focused on offering products after considering all the aspects including security,

responsiveness and other exciting features,in order to offer the most complete and satisfying computing experience,” the India country manager informs.

According to MAIT,the total PC sales between April 2012 and March 2013,combining desktop computers,notebooks and netbooks were at 11.31 million units,registering a growth of 5% over the last fiscal. Internet penetration in the 22 cities was 65% among businesses and 35% among households. The sales of desktops stood at 6.77 million units registering a growth of 1%. Notebooks and netbooks taken together recorded a consumption of 4.41 million units,growing 10% over the last year. PC sales are expected to be around 12.11 million units in FY 2013-14,a growth rate of 8%. Interestingly,tablets are cannibalising the PC market and registering a phenomenal growth of 424% in the second consecutive year.

Is it the end of the PC era then? Not quite,says the ASUS India head. The computer industry is evolving; and so are the user buying patterns and trends. “The competition and the extra edge that a brand wants over the other players is on the basis of the quality experience that they deliver. Innovators will have to keep up with the rest of the segments as we never know what may come in demand. The dawn of new technologies might certainly affect the existing markets. The world is moving towards mobility and convergence,therefore the traditional devices are expected to be affected. The PC we use today is entirely different from the ones in 1970. The markets are constantly evolving and we at ASUS believe in transforming technology,” he says.

It is pertinent to know that ASUS has been a key player in the evolution of the ultrabook segment; it has also engineered the convertible markets with star products like the Taichi,PadFone,Transformer Series,to name a few. ASUS has delivered products globally that perfectly meet the needs of today’s digital home and office,with a broad portfolio that includes notebooks,ultrabooks,multimedia devices,tablets and phablets.

The Indian market has evolved conspicuously in the recent past. With the advent of newer technologies and incredible converged innovations,Indian consumers have become more receptive and specific in terms of their demands for all the latest technologies. Market opportunities and potential have increased tremendously here. There is a large unaddressed market looking to augment their lifestyles with innovative and smart devices.

ASUS has launched products that have created their own niche in the market. With an all-round focus to reach the masses,the Taiwanese firm seems to be making the right moves here.