Asus to unveil a brand new business strategy in March

DQC News Bureau
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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


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.