cl-nz logo
Story image

Getting to know ASUS

15 Mar 2008

ASUS is a leading company in the new digital era. With a global staff of more than 100,000 and a world-class R&D design team, the turnover for 2007 was US$6.9 billion. ASUS won 2,568 awards in 2007 and has been ranked in BusinessWeek’s InfoTech 100 for 10 consecutive years, as well as ranked No.1 by the Wall Street Journal Asia for best quality products in Taiwan.

As a leading provider of 3C (computers, communications and consumer electronics) total solutions, ASUS offers a complete product portfolio to compete in the new millennium. ASUS’ top quality stems from product development as well as cutting-edge features, and its notebooks are the first TCO’99-certified notebooks worldwide.

ASUS began its operations in New Zealand in 2003 with only two representatives and established its official office in Newmarket, Auckland, in September 2006. Today ASUS has seven representatives, and March 2008 will see staff numbers grow further as well as its operations moving to a new, larger location in Auckland. ASUS is also the first vendor in New Zealand to establish its own notebook and LCD monitor service centre ensuring service quality and solutions to partners and end users. ASUS product lines available in New Zealand include notebooks, Eee PC, motherboards, VGA, optical drives, wireless, LCD monitors, servers and network switches, and plans to launch complete systems and home entertainment systems in 2008. In New Zealand the company has a 6.3% market share (2007).

ASUS products are available in New Zealand through partners Ingram Micro, Synnex and Morning Star. Currently, ASUS offers its partners the support to help them grow their business via the ASUS Gold Partner (AGP) Program. Additionally, ASUS will be launching ASUS Advantage in the first half of 2008, an exclusive dealer program where resellers will be able to login online and take advantage of resources from ASUS, including product information, technology trends, marketing resources, distributor information, technical support, and more.

As a major player in the IT industry, ASUS has established its corporate mission: ‘Provide innovative IT solutions that empower people and businesses to reach their full potential’.

The philosophy of ASUS product development is to do the fundamentals well first, before moving forward. Introducing computer components such as motherboards, graphic cards, and optical storage devices, ASUS now has over 16 product lines, including desktop barebone systems, servers, notebooks, handhelds, network devices, broadband communications, LCD monitors, TVs, wireless applications, and CPT (chassis, power supply and thermal) products.

Ted Chen, Managing Director of ASUS in Australia and New Zealand, said, “Our philosophy: ‘Focus on the Fundamentals and Results’ was derived in the early days around the inception of ASUS, and it is still with us today. It means we carry out the basic essentials in everything we do, and examine the outcomes, before moving forward.”

ASUS is renowned for its innovative products in the marketplace, and, in fact, is the first brand to launch luxury notebooks drawn from raw materials such as leather and bamboo, as well as the first brand to introduce the TV tuner allowing television signals to be received by a PC. Top of the range products have catapulted ASUS into the spotlight, including the co-creation between ASUS and Lamborghini – the Lamborghini notebook styled using the signature colours of the brand – glossy yellow (aluminium-magnesium alloy) and slick black (carbon fibre), plus genuine leather palm rests and wheel-rimmed fan lid; the world’s first terabyte notebooks – M series, which was launched recently at the Consumer Electronics Show in Las Vegas; and finally, the revolutionary Eee PC – the “world’s easiest PC”, a diminutive lifestyle gadget that is highly portable with its most attractive feature being affordability.

“At ASUS we understand the distinction between invention and innovation. Being a technology-oriented company, naturally technology is at the heart of our business. However, gaining a competitive edge is not just about developing new and unique products. To withstand the competition and succeed in our industry, ASUS recognises that great products need to be accompanied with increasingly faster time-to-market, quality, cost, and above all, impeccable service,” concluded Chen.