cens logo

ASUS Maps out 4 Biz Development Directions: CEO Shen

Nov 12, 2014 | By Quincy Liang

Jerry Shen, CEO of Asustek Computer Inc., a major PC and mobile-device vendor headquartered in Taiwan. (photo from UDN)Jerry Shen, CEO of Asustek Computer Inc., a major PC and mobile-device vendor headquartered in Taiwan. (photo from UDN)

Jerry Shen, CEO of Asustek Computer Inc. (ASUS), a global personal computer (PC) and motherboard vendor headquartered in Taiwan, says that his company emulates Apple Inc. of the U.S., trying to constantly pursue the best and outdo itself. In the era of Internet of Things (IoT), he stresses, ASUS will continue to cultivate more talents in both hardware and software and invest more resources in developing business in cloud computing, being  confident to become one of the most respectable brands globally.

The CEO says that some Taiwanese information and communication technology (ICT) companies, including ASUS, have moved a step up the international supply chain by directly discussing with international heavyweights such as Microsoft and Intel over their product plans, indicative of equal partnerships with the big names rather than merely following in their footsteps.

Major Directions
In end products, Shen says that ASUS has mapped out four major development directions, including personal computer, mobile computing, IoT, and robotic computing.

In 2014, Shen says that all of ASUS' shipments of notebook PCs and mobile devices will continue to increase, with, after considerable development in the past three years, its wearable products expected to drive growth in the future, as well as shape ASUS into one of the most respectable enterprises over the next 20 years.

ASUS ZenWatch, a new product that ASUS is betting on to drive growth. (photo from Internet)ASUS ZenWatch, a new product that ASUS is betting on to drive growth. (photo from Internet)

Regarding smartphone business, Shen proudly says that the firm has weathered the most difficult period in the highly competitive market, to move strategically into a "major leaguer" from a "minor leaguer". In 2014, ASUS launched various smartphone models whose sales have been smooth worldwide, due to superior quality and performance but lower-than-expected prices.

In line with its motto, Shen says that many 3C (computer, communication, and consumer electronics) product critics and supply-chain partners praised the design of ASUS' new smartwatch,  ZenWatch, to be among the best of its kind available globally.

With an eye on practicality, Shen says that his company always prioritizes pursuing perfection then cost, aiming to lead consumers into the "User Happiness Experience 2.0" era and offer ASUS users the seemingly impossible pleasure of "popularly-priced luxury products."

Giant Lion 
ASUS has been aggressively executing the group's "Giant Lion Project" in recent years, to focus on both own-brand products and contract manufacturing, as well as notebook PC business (aiming to become one of the world's top three vendors) and motherboard (winning 50% global market share). Shen says that ASUS is currently accelerating hardware development, which is also the group's core competitiveness.

ASUS aims to maintain its global lead in the three-in-one device market. (photo from Internet)ASUS aims to maintain its global lead in the three-in-one device market. (photo from Internet)

Regarding motherboard business, Shen says that ASUS has become a "giant lion" in the global market thanks to its core technology and speed. The company targets further upgrading product "batting average", to pursue not product diversity but developing "heroic"  products.

Sales of ASUS notebook PCs have been smooth in recent years. In 2014, the company targets two-digit growth again. Shen points out that his company is moving forward according to goals: targeting to maintain its lead in the three-in-one (laptop, tablet and smartphone) device market, and gaining the top-three rank in international notebook PC market. In addition, the CEO adds, ASUS will continue to strengthen  partnerships with processor maker Intel and software developer Microsoft.

In conjunction with rapid business expansion, ASUS expects that the mobile-device revenue will outstrip PCs' in 2017, though its PC business will continue to enjoy smooth growth. In IoT business, ASUS has had a very good start. In robot business, ASUS is focused on integrating robot and IoT for developing new and innovative applications. For example, the ASUS-reinvested AGAiT Technology Corp. launched its self-developed cloud-based floor-sweeping robot in mid-2014, and the subsidiary is also working on many development projects, says Shen. AGAiT's home-cleaning robot ECO3 is equipped with highly-sensitive wide-angle lens, cloud intelligent remote management system that redefines the image of cleaning robot to provide not only floor cleaning but also home surveillance.

A cloud-enabled home-cleaning robot developed by an affiliate of ASUS. (photo from AGAiT).A cloud-enabled home-cleaning robot developed by an affiliate of ASUS. (photo from AGAiT).

"Without connecting to new cloud and IoT architectures, we deem that mobile devices to be insignificant. ASUS recognizes that all our future business development, including personal computer, mobile computing, IoT, and robot computing, will rely on the cloud," says Shen.

The cloud is the core to upgrade value of various types of hardware devices, to create unlimited opportunities and challenges. ASUS has been focusing on these related fields and insists on innovation as its best strategy to face future challenges. "We are not only strengthening business deployments in cloud-related fields, but also steadily investing resources in smartphone and other mobile-device product development, which we see as the best carriers in the era of cloud computing," says Shen.

In 2014 ASUS aims to achieve several shipment goals, including 22 million to 23.1 million notebook PCs (11% to 16% increase year-on-year), 22.3 million to 22.6 million desktop PCs and motherboards (7% to 9% YoY), 10.7 million to 12.0 million tablet PCs (25% YoY), eight million smartphones (430% YoY), and some 200,000 smartwatches.

Industry In-Focus

SINOSTEEL Corporation: Rising price in Steel</h2>

SINOSTEEL Corporation: Rising price in Steel

Jun 05, 2020

Brazil’s new crown pneumonia epidemic has rapidly increased. Brazil’s Vale, the world’s largest iron ore producer, is facing an out-of-control impact. The market is worried that iron ore production and sales will be affected. new highs. Experts from Sinosteel (2002) evaluated that steel prices will rise steadily under the effect of rising costs, with a promising outlook. According to a legal p...

Apple Invests Millions in LED Plant in Taiwan</h2>

Apple Invests Millions in LED Plant in Taiwan

Jun 01, 2020

Apple is considering to invest over US$330 million in a factory in northern Taiwan to manufacture both LED and micro-LED displays for its iPhones, iPads, MacBooks, and other new devices. Apple is teaming up on the new factory with Epistar, Taiwan's top LED producer, and Taiwanese LCD panel maker, AU Optronics. The plant will be located in the Longtan branch of the Hsinchu Science Park and Appl...

Taiwan Machinery Was Applauded in COVID-19</h2>

Taiwan Machinery Was Applauded in COVID-19

May 18, 2020

What the epidemic showed was the amazing flexibility of Taiwan's machine tool industry. Taiwan, which has allowed the semiconductor industry to specialize in the past, has finally realized that these machine tool industries with amazing strength are the "invisible champions" of Taiwan's economy. In early February, three companies -- Habor Precision, Tongtai Machine & Tool and Taiwan Takisawa -...

Industry Reports

K, the leading global plastic and rubber trade fair (Photo courtesy of Messe Düsseldorf/ctillmann)

K, The World's Leading Trade Fair for Plastic and Rubber Industry

Jul 24, 2020

2019 K Show, the leading global trade fair for the plastics and rubber industry, had been held in Düsseldorf on 16-23 October, 2019. There were 3,330 exhibitors from 63 nations proved impressively: plastics continue to be an innovative, indispensable material. But they also unanimously underscored the necessity of having operational circular economies along the complete material chain and to this...

Photo courtesy of CENS

Digital Healthcare & Technology at the Heart of Las Vegas CES 2020

Jul 14, 2020

■ Hubert Chih The number of healthcare exhibitors at the 2020 CES in Las Vegas increased significantly by 23% from 2019. According to the analysis and report by the CES organizer, digital healthcare and technology were the focus in the healthcare exhibition. In addition to the continued expansion of healthcare coverage, the reduction of healthcare costs, the improvement of effectiveness and th...

The Taiwan Hardware Show sees global buyer attendance. (Photo provided by Kaigo Co.)

Taiwan's Hand Tools Seeking Opportunities Amid Global Crisis

Jul 10, 2020

Due to the COVID-19 pandemic sweeping the globe, most of the international hardware shows slated for this year has been moved to 2021. However, as Taiwan’s efforts combating the new virus has proven to be successful, the 2020 Taiwan Hardware Show (THS) will continue as scheduled, beginning on Oct. 13 and ending on the 15th at the Taichung International Exhibition Center, thus becoming the only sh...

Supplier News

With professional technics and rigorous quality control, Kung Hsing gains high-reputation in the industry</h2>

With professional technics and rigorous quality control, Kung Hsing gains high-reputation in the industry

Jul 23, 2020

Kung Hsing Plastic Machinery Co., LTD., founded in 1972, is the brainchild of the company President Tsai Chin-lien’s over 48 years of experience in designing and producing extrusion machines. The firm stood by its belief to uphold integrity and offer the best quality and services, eventually becoming a leader in the extrusion machinery industry in Taiwan. Kung Hsing currently has two factories; t...




Jul 21, 2020

■ Tseng Lung-nan Intype Enterprise has built up 55 years of experience in producing extruders, though the firm is placing greater consideration on rapidly degrading of the global environment. In the past 20 years, Intype has become an active contributor to building up a global ecosystem, enabling them to reuse the products manufactured by their own extruders and avoid further waste. The firm t...


YFCM Carbon Fiber Driveshaft Lauded in the field of Modified Cars for its Flexibility </h2>

YFCM Carbon Fiber Driveshaft Lauded in the field of Modified Cars for its Flexibility

Jul 14, 2020

■Hsiao Yung-le Yifeng Technology Co., Ltd. specializes in the research and development of carbon fiber transmission shafts and the manufacture of carbon fiber related products.The carbon fiber material has the characteristics of lightweight, impact resistance, fatigue resistance, and corrosion, and chemical stability is quite high. The product type is increasing in the extensive range with an ...


Insiders' Views

Caption: Pictured from front row, third right, Changhua County Government Economic Affairs Department Director Liu Yu-ping, County Magistrate Wang Huei-mei, Secretary Chen Bo-tsun pose in front of the exhibition booth. (Photo provided by CHCIA)

Changhua County Government Shores up Biz-Matching to Global Buyers

Nov 18, 2019

■Yang Feng-Chun In a bid to assist manufacturers in Changhua County to expand their market reach overseas against severe competition in the globalized market, Changhua County Government has been an active player in pushing for a makeover and innovation of its local small and medium-sized enterprises. This is done in hopes of establishing stronger connection with international markets. An ex...

Paul Master offers high-quality chassis and engines parts for passenger cars, trucks, and industrial trucks. (Photo courtesy of Paul Master)

Paul Master Builds Reputation with Auto Chassis and Engine Parts

Nov 18, 2019

Founded in 1980, Paul Master Auto Parts Co. is headquartered in Taiwan, a professional manufacturer of chassis and engines parts for passenger cars, trucks, and industrial trucks including forklifts. General Manager Terry Liang said the company has its own professional design department, which provides customized products and specifications for global buyers, including automobile steering and...


Nan Hoang Traffic Instrument Co., Ltd.</h2><p class='subtitle'>Taiwan First brakes Technology Co., Ltd. </p>

Nan Hoang Traffic Instrument Co., Ltd.

Taiwan First brakes Technology Co., Ltd.

Sep 04, 2019

Nan Hoang Traffic Instrument Co., Ltd is one of the major manufacturers of automobile friction materials in Taiwan and globally. Chairman Austin Cheng has implemented the double-arrow strategy this year - own brand of “YangPo” is adopted to focus on global channels while the “NHC brand focuses on improving market shares in global markets, such as Europe, America, Asia, Australia, and the Middle E...

Exhibition Highlights

Koelnmesse (Beijing) Co., Ltd.

Announcement on Postponement of China International Hardware Show 2020 (CIHS 2020)

Jul 10, 2020

In view of the continuous spreading of COVID-19 all over the world and the latest epidemic prevention requirements of China and the government of Shanghai, in order to guarantee the health and safety of exhibitors, purchasers and professional visitors, China National Hardware Association and Koelnmesse have prudently decided to postpone China International Hardware Show 2020 (CIHS 2020) from Augu...

Automechanika Shanghai 2020 creates channels for cross-sector collaboration</h2>

Automechanika Shanghai 2020 creates channels for cross-sector collaboration

Jun 16, 2020

This year, Automechanika Shanghai continues to serve the entire automotive value chain by offering opportunities for information exchange, marketing, trade and education. Both vertically and horizontally, from OE, vehicle production to the aftermarket, it incorporates all elements of manufacturing, supply networks, services, new business models and information technology. Companies across the...

Messe Frankfurt (Shanghai) Co Ltd

CAPAS defers to 2021

Apr 20, 2020

Following the Chinese Government’s initiatives to prevent and control the COVID-19 outbreak, the organisers of the Chengdu International Trade Fair for Automotive Parts and Aftermarket Services (CAPAS) have announced the defer of the show’s 2020 edition. The fair, originally scheduled from 21 to 23 May 2020, will now be held from 20 to 22 May 2021. In China, the State Council issued an announc...