Asus banks on new smartphones for growth


ASUS Malaysia is banking on its newly launched ZenFone 5 and ZenFone Max Pro (M1) to double its sales growth in the near term.

Asus Malaysia country manager Leo Tseng (picture) said the computer hardware company saw an increase of 10% to 20% growth in sales in the second quarter of its fiscal year (2Q18) compared to the previous year’s corresponding period.

“With the launch of Asus ZenFone 5 and ZenFone Max Pro, we are expecting to sell about 2,000 units daily. I believe through the launch of these two smartphones, it will further grow our market share in Malaysia,” he told reporters after the launch of the smartphones.

He said Asus’ current share in the smartphone market in the country is around 3%. As for its gaming hardware market, Asus is the market leader with a 30% market share.

“Overall, the gaming scene here has become very popular and it is getting more popular especially in the mobile (smartphone) segment.

“With that said, we see this market to be growing well and has a massive potential for growth,” he said, adding that the launch of the Asus ZenFone Max Pro would cater to the mobile gaming market.

Tseng said Asus has also positioned itself well to provide quality products with competitive pricing based on its more than 30 years of experience in computer hardware. Both Asus ZenFone 5 and ZenFone Max Pro are priced below RM1,300.

Asus corporate VP Eric Chen said the price point is a result of good negotiations and collaborations with other companies.

“The cost for the phone is not just the materials but many parts of it. And looking at how the whole industry has evolved, there is now ecosystem that helps with the innovation.

“In addition, what helped us to price our products competitively is due to the innovation of the products and strong partner-collaborations with Lazada and Garena Malaysia,” he said.

He said Asus’ journey in the smartphone market was a little bumpy, but the company is determined to strive for success in the business.

“As more and more businesses are moving to cloud computing, the use of smartphones will be essential to our business. Malaysia is still one of our important markets and we will continue to invest here,” he said.

Previously reported, Asus Malaysia expects to see an increase of 20% in sales from the reduction of the Goods and Services Tax rate to 0%.

The company predicts a higher demand of sales and will be more aggressive in its marketing strategies with an aim to increase its market share in the country.

Asus ZenFone 5 is the first next-generation 6.2-inch dual-camera smartphone that will harness the power of artificial intelligence.

Meanwhile, Asus ZenFone Max Pro packs a massive 5,000mAH battery, a six-inch full high definition plus with full view display, while being powered by the Qualcomm Snapdragon 636 with Adreno 509 graphics, which is suitable for mobile gaming.