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About ASUS (Asustek Computer Inc.)
Asustek Computer Inc., widely recognized as ASUS, is a global leader in computer hardware, consumer electronics, and technology solutions. Founded in 1989 and headquartered in Taipei, Taiwan, ASUS has built a reputation as an innovative force in the technology industry, offering a comprehensive portfolio of products that cater to a diverse range of customers, including individual consumers, businesses, educators, and gamers.
Core Business Areas
ASUS operates across several key business segments, each contributing to its status as a prominent player in the global technology market:
- Consumer Electronics: ASUS is renowned for its laptops, desktops, and all-in-one PCs, which combine cutting-edge technology with sleek designs. Its ZenBook and VivoBook series are particularly popular among professionals and students for their portability and performance.
- Gaming Hardware: Through its Republic of Gamers (ROG) sub-brand, ASUS has established itself as a leader in gaming technology. ROG offers high-performance gaming laptops, desktops, graphics cards, and peripherals designed to meet the demands of competitive gamers and content creators.
- Motherboards and Components: ASUS is a top manufacturer of motherboards and graphics cards, catering to PC enthusiasts and DIY builders. Its components are known for their reliability, performance, and advanced features.
- Enterprise Solutions: ASUS provides robust solutions for businesses and educational institutions, including servers, mini PCs, and Chromebooks. These products are designed to enhance productivity, streamline IT management, and support digital transformation initiatives.
- AI and Sustainability: ASUS is at the forefront of integrating artificial intelligence into its devices, offering AI-powered laptops and enterprise solutions. The company is also committed to sustainability, focusing on eco-friendly materials, energy-efficient designs, and a circular economy.
Market Position and Differentiation
ASUS holds a significant position in the global technology market, competing with industry giants like Dell, HP, Lenovo, and Apple. Its ability to differentiate lies in its relentless focus on innovation, user-centric designs, and specialization in niche markets such as gaming and education. The ROG brand, for instance, has become synonymous with high-performance gaming hardware, while ASUS's education-focused Chromebooks and mini PCs are tailored to meet the unique needs of K-12 and higher education institutions.
Innovation and Technology Leadership
Innovation is at the heart of ASUS's business strategy. The company invests heavily in research and development to create products that push the boundaries of technology. Recent advancements include AI-enabled laptops, modular designs for easy maintenance, and antimicrobial coatings for education devices. ASUS also leverages proprietary materials like Ceraluminum™ to enhance durability and aesthetics, exemplifying its commitment to blending technology with craftsmanship.
Commitment to Sustainability
ASUS is deeply committed to sustainability, aiming to create a net-zero enterprise and promote a circular economy. The company integrates eco-friendly practices across its supply chain, from using recyclable materials to minimizing waste in product packaging. Its Digital Product Passport initiative provides transparent information about product specifications, repair history, and environmental impact, aligning with global sustainability standards.
Challenges and Competitive Landscape
Operating in a highly competitive industry, ASUS faces challenges such as price competition, rapid technological advancements, and evolving consumer preferences. However, its diversified product portfolio, strong brand equity, and focus on innovation enable it to navigate these challenges effectively. By targeting specific market segments like gaming and education, ASUS mitigates risks and strengthens its market position.
Conclusion
ASUS (Asustek Computer Inc.) is a dynamic and multifaceted technology company that combines innovation, quality, and sustainability to deliver exceptional value to its customers. Whether through its gaming hardware, enterprise solutions, or AI-powered devices, ASUS continues to shape the future of technology, making it a key player in the global market.
ASUS announced its participation in Milan Design Week 2025, scheduled for April 8-13 at Galleria Meravigli. The exhibition, titled 'Design You Can Feel', will showcase the company's design philosophy and latest innovations, including the new Zenbook lineup.
The event will feature a commissioned installation by Studio INI, creating an interactive sculpture demonstrating ASUS' proprietary Ceraluminum™ material - a fusion of metal and ceramic properties. The exhibition will highlight various ASUS laptop series including ProArt, Adol, Vivobook, and ROG ACRONYM with hands-on experiences.
A key highlight will be the unveiling of four exclusive -edition ASUS Zenbook S models featuring Ceraluminum™ designs inspired by natural landscapes. This Milan exhibition follows successful stops in Shanghai and London, continuing ASUS' global design tour.
ASUS unveiled its new AI-powered product lineup at CES 2025, focusing on making AI technology more accessible. The company introduced several Copilot+ PCs, including the Zenbook A14, the world's lightest Copilot+ PC weighing under 2.5lbs, featuring Snapdragon X Series processors and up to 32 hours of battery life.
Key launches include the Vivobook 14/16 series starting at $699.99, offering enhanced productivity with Snapdragon X processors, and the revolutionary Zenbook DUO featuring dual 14-inch 3K OLED touchscreens, priced at $1,699.99. The company also presented new ExpertBook business laptops and V Series desktops.
Most new products will be available for purchase between January and Q1 2025 through the ASUS Store and various retailers. The launch aligns with ASUS's vision of 'Ubiquitous AI' and demonstrates its transformation into a comprehensive AI company.
ASUS Republic of Gamers (ROG) unveiled its 2025 gaming technology lineup at CES 2025, featuring new laptops, desktops, and external GPUs. The flagship ROG Strix SCAR 16/18 series comes with Intel Core Ultra 9 275HX processors and NVIDIA RTX 5090 laptop GPUs. The lineup includes the ROG Strix G16/G18 with AMD Ryzen 9 or Intel Core Ultra 9 HX options, the ultrathin Zephyrus G14/G16, and the Flow Z13 2-in-1 gaming tablet.
Key innovations include ROG Nebula HDR Displays with mini-LED technology, advanced cooling systems, and high-performance components across the range. The new ROG XG Mobile external GPU features NVIDIA RTX 5090 and Thunderbolt 5 connectivity, while the ROG G700 desktop series offers both AMD and Intel configurations with RTX 50 Series GPUs.
Product availability begins in Q1 2025, with gaming laptops launching in February. The previously announced ROG Phone 9 series is available for purchase starting January 7.
ASUS Republic of Gamers (ROG) has been recognized by TIME as one of the World's Best Brands 2024 in the United States, specifically in the Gaming Hardware and Peripherals category. This recognition comes from a comprehensive survey of over 22,000 U.S. consumers across 66 categories, evaluating factors including brand awareness, social buzz, likeability, usage, and loyalty.
Founded in 2006, ROG has developed a diverse portfolio of gaming products, including motherboards, graphics cards, laptops, and peripherals. The company will showcase new innovations at CES 2025, with a virtual launch event 'Unlock the ROG Lab: For Those Who Dare' scheduled for January 6, 2025, at 8 p.m. PT. Additionally, hands-on demonstrations will be available at The Venetian Expo, Meeting Room #3102, from January 6-9, 2025.
ASUS will showcase various education solutions at ISTELive 24 in Denver from June 24-26, 2024. Their booth, #1900, will feature hands-on demonstrations of ASUS's laptops, PCs, Chromebooks, and peripherals. ASUS aims to support K-12, higher education, and STEAM programs with their durable and versatile technology, including ruggedized laptops, Chromeboxes, and miniPCs. Additionally, they will host live sessions with industry experts and provide opportunities to win prizes. Highlights include the ASUS BR Series, Chromebook CR and CZ Series, Chromebox 5, and solutions for esports and content creation.
ASUS unveiled new ProArt products at the 2023 NAB Show Centennial in Las Vegas, showcasing the first ASUS micro-LED display, ProArt Cinema PQ07, and the ProArt Display PA24US with SDI connectivity. The ProArt Cinema PQ07, a 135-inch 4K HDR monitor, features 2000-nits peak brightness and a 95% DCI-P3 color gamut for superior visuals. The PA24US is a 23.6-inch 4K HDR display with built-in calibration tools and supports multiple HDR formats. ASUS also introduced the ProArt GeForce RTX™ 40 series graphics cards, including the RTX 4070 Ti and RTX 4080, designed for optimal performance and cooling. Special promotions include discounts up to $700 on ProArt displays and a 3-month Adobe Creative Cloud subscription with purchases during the event.
ASUS unveiled new ProArt solutions aimed at post-production, graphic design, and photography during Adobe MAX on October 18, 2022. Showcased products included the ProArt Display PA169CDV and ProArt X670E-CREATOR WiFi motherboard. The collaboration with artist Reuben Wu features a keynote on utilizing ASUS technology for creative storytelling. ASUS highlighted tools like ASUS Dial and ProArt Creator Hub to optimize workflows for Adobe apps, enhancing the creative process with color-accurate displays and powerful processing capabilities.
ASUS has launched its new lineup of Z790 motherboards designed for the latest 13th Gen Intel Core processors. Key features include ASUS Enhanced Memory Profile II, allowing for speeds up to 37.5% higher than the standard DDR5-4800 specifications, and AI Overclocking, which optimizes CPU performance with just one click. Additionally, AI Cooling II improves thermal management by adjusting fan speeds automatically, while the user-friendly Q-Design simplifies hardware installation. Pre-orders begin on September 27 in the U.S. and Canada.
ASUS has launched the Zenbook 17 Fold OLED (UX9702), a 17.3-inch foldable OLED laptop certified by Intel Evo. This innovative device combines two screen sizes—an ultra-compact 12.5-inch folded mode and a large 17.3-inch unfolded mode—allowing users to switch between multiple usage modes for enhanced productivity. It features high-performance components, including a 12th Gen Intel i7 processor, 16 GB RAM, and a 1 TB SSD. Priced at $3,499.99, the laptop will be available in Q4 2022. Key highlights include a Dolby Atmos sound system, advanced AI features, and a durable design tested for reliability.
ASUS expands its ProArt creative solutions with the new ProArt Display (PA248CNV) and 12th Generation ProArt Studiobook laptops. The ProArt Display, designed for creators, features Calman Verified color accuracy and starts shipping in September for $329. ASUS also introduces the PA348CGV and PA32DC OLED monitors, tailored for 3D animation, with shipping dates in September and October respectively. To engage creators, ASUS announces an Instagram giveaway from August 8-11, offering software prizes exceeding $10,000.
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