ASUS Plans Skyrocket Shipments Increase of Low-Cost Mainboards

by Anton Shilov
07/08/2005 | 05:47 PM

ASUSTeK Computer reportedly plans to lower the quotes on its X-series mainboards in a bid to significantly expand market share of its low-cost products in emerging markets and achieve its own shipments goals.

The campaign code-named Omega is primarily aimed at emerging markets, such as China, India and Russia, and will be launched in Q3 2005. As a part of the campaign ASUS is likely to decrease FOB (free on board) price for of the X-series mainboards towards $40 from current $50, DigiTimes web-site reports. Even though the campaign is primarily intended for emerging markets, pricing of ASUS X-series mainboards is likely to be affected globally.

In order to decrease pricing of its X-series mainboards, ASUS is expected to utilize low-cost chipsets by companies like SiS, VIA and ULi. Currently there is no information which core-logic sets are to be used and which platforms the new X-series mainboards are planned to target.

The campaign will come as a threat not only to first-tier and second-tier mainboard makers, but also to ASUS’ own subsidiary ASRock, which focuses on entry-level products.

ASUS intends to ship 52 million mainboards in 2005. The company’s monthly mainboard shipments achieved 3.9 million units in the first half of the year. Global mainboard shipments are projected to grow 15% in the Q3 on strong demand conditioned by back-to-school season.