Asustek Computer reiterated its desire to become “another Apple” in the long-term future and promised to launch a “killer product” in June this year. In the short-term future the company intends to focus on south-east Asian markets to boost its revenues.
Speaking at an event dedicated to spinning-off Pegatron Technologies from Asustek, Jonney Shih, chairman of Asus, reiterated the company’s long-term plan to become “another Apple”, but to adopt open-source or popular platforms instead of proprietary software, including ARM and Google Chrome/Android combinations as well as Intel and Windows to suit consumer demand, reports DigiTimes web-site. This is hardly the first time when Asus expresses intentions to become as recognized as Apple, but this is probably the first time when Asustek Computer officially recognizes ARM processors and Google software as strategically important instruments for further growth.
“Our goal is to provide products that are better than Apple’s. […] Before, we have been too conservative. We need to do better communications with the customers to let them know Asus is not only an Asian company,” said Jonathan Tsang, the vice chairman of Asustek, in an interview in mid-2009.
One of the products that many expect to become popular is the so-called Asus Eee slate-type personal computer, which is expected to be launched in mid-2010. Even though Mr. Shih has not confirmed any actual products, he said that in June, 2010, the company would release a “killer product”, which may indicate that the company pins a lot of hopes onto the rumoured Eee Pad gadget.
It should be noted that Apple is has gained its brand recognition and popularity due to attractive industrial design of its products, advanced software, sophisticated content services as well as overall usability of its products. Meanwhile, Asustek is primarily known for high-end motherboards as well as notebooks that are based on the mainstream software often criticized by demanding users. Asus does not offer any content services and its Linux software is moderate to say at least. While the company does have its own design studio called Asus Design, only a handful of its products can be called stylish at the moment. Taking into account all of the above, Asus’ ability to become the next Apple seems a little far-fetched.
Asustek Computer fully understands that it will take years before its brand will become truly recognizable. The chairman of the company reportedly pointed out at the press-conference that Asus lately began pushing into Southeastern Asia countries, such as Indonesia, with its notebooks and mainboards s and believes the region will be a key driver for its future revenues.