Asus to unveil new business strategy in March

ASUS will roll out a whole new business strategy in March, which includes appointment of new channels, new product lines and new channel programs to promote these products.



With this strategy in place, the company aims to become one of the top three motherboard companies by the end of year 2005.



"With around 30% market-share, we want to become the numero uno player in India," said Benson Lin, GM - APAC and MEA, ASUS, who was here to inaugurate the first 'Asus Technology Review Lab' in Mumbai. This facility will enable Asus to demonstrate its unique and futuristic technology to its dealers and channel partners.



Asus will be lunching two mobile phones, one PDA phone, four laptops and few communication products in March. These will be made available in the market by April.



In an exclusive interview with DQCI, Andrew Tsui, MD, Asus said, "We will go in for a segmented approach for distributing these new products. In the next two months we would appoint one or more distributors. After looking at their strengths, we will finalize the whole distribution structure."



The top five distributors have already evinced keen interest to become distributors. There are also plans to increase the number of authorized SI partners from 150 numbers to 700 by the end of 2005. "Product promotions and channel schemes will begin after the appointment of the distributors," he said.



According to Andrew, only a small percentage of Indian customers are aware of technology that goes in to a PC. "It is a pity that customers want to know about technology, but 95% of the systems integrators are not passing this information to customers and focusing only on the price to win deals. If systems integrators continue to focus only on pricing and not on technology, they will very soon get replaced with branded players who are already matching the price of an assembled PC," said Tsui. Asus would be conducting separate technology seminars and road-shows to educate end-users, SIs and dealers about the unique technological features of Asus products.