Asus to unveil a brand new business strategy in March

Asus will roll out a brand 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 also 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 launch two mobile phones, one PDA phone, four laptops and few
communication products in March. These will be made available in the market by
April.

From L-R: Sanjiv Shah-National Sales Manager of Asus, Andrew Tsui- MD  of Asus and Benson Lin, GM, APAC & MEA, Asus, inaugurating the Asus Technology Review Lab (inset: The lab)

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 System
Integrator (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
the technology that goes in to a PC. "It is a pity that customers want to
know about technology, but 95% of SIs are not passing this information to
customers and focusing only on the price to win deals. If SIs 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 Andrew. Asus would conduct separate technology seminars and road-shows for
end-users, SIs and dealers to educate about the unique technological features of
Asus products.

NELSON JOHNY