2010 To Be "Most Exciting" In Asus's History

5. Smartbooks : Anything coming up soon? Why is it taking so long?

ASUS has long-term relationships with many partners in the industry and the ASUS R&D team is always involved with the latest technology developments.  ASUS will officially announce new products when they are mature and ready for manufacture, with clear production plans.

Despite showing off a Snapdragon Eee PC concept at Computex last year, our CEO still believes that x86 architecture provides a better experience in a netbook design.  Details can be found during a recent interview with Engadget.

6. Asus is starting to move away from its ODM/OEM status and starting to be more aware of branding, what impact might this have on its customers-cum-competitors.

ASUS are in their 21st year.  Many people know the ASUS brand for high quality components.  For us to continue to invest in our R&D and innovation, we need to grow our market share.  

This is part of the Chairman’s ‘Giant Lion’ philosophy.  It’s not just a case of being the strongest in your field, you must also have a large market share in order to sustain our ongoing investment in innovation and product development.  

In some countries, such as the UK, we came to market much later than other brands.  It is important that we communicate who ASUS are.  

We need to raise not just the awareness of the ASUS brand, but also the perception.  This is why you will see more and more products with the ASUS logo.  Our vision is to bring all these products together as a way of empowering users in today’s digital lifestyle.

7. How do you see Asus by 2013?

Our target this year is to be a global top 4 vendor.  Then top 3.  ASUS have previously stated that their goal is to be top 3 by 2011.  Beyond that we’ll have to wait and see but don’t count on ASUS taking it easy.