What is ASUS? An In-Depth Look at the Innovative Tech Company
ASUS, or ASUSTeK Computer Inc., is a multinational computer hardware and electronics company headquartered in Taipei, Taiwan. Founded in 1989, ASUS has grown from humble beginnings into one of the world‘s leading technology brands, offering an extensive portfolio of innovative products and services.
In this comprehensive guide, we‘ll explore ASUS‘s product offerings, company values, partnerships, and more. By the end, you‘ll have a deeper understanding of this tech giant and what sets it apart in the industry.
An Overview of ASUS Product Categories
ASUS categorizes its wide range of products into several segments:
Computers and Laptops
ASUS manufactures a variety of computer devices, including all-in-one PCs, tower PCs, mini PCs, laptops, Chromebooks, and displays. Their Zenbook and Vivobook laptop series are slim and powerful, catering to users seeking portability. The ExpertBook series targets business professionals needing robust enterprise-level performance. For gamers, the high-performance ROG Zephyrus models feature vivid displays and innovative cooling.
Mobile and Wearable Devices
ASUS offers several lines of smartphones across varied price points, spearheaded by their gaming-focused ROG Phone series. Their wearable devices include smartwatches and health/fitness trackers.
Components and Accessories
This broad category encompasses ASUS motherboards, graphics cards, optical drives, chassis, cooling solutions, power supplies, and an array of gaming peripherals (keyboards, mice, headsets). Their components target system builders and gaming enthusiasts seeking customization and high performance.
Networking and IoT
ASUS provides wired and wireless router solutions for homes and businesses, delivering robust connectivity and network security. Their IoT portfolio includes AIoT solutions for smart homes, infrastructure, transportation, healthcare, and more.
ASUS Business Structure and Revenue Streams
ASUS operates under a channel sales model, leveraging retailers and e-commerce channels to make products available worldwide. They also sell direct to commercial customers via account managers.
In 2022, ASUS generated ~$567 billion TWD ($18.3 billion USD) in consolidated revenue. About 68% came from their core PC/laptop business, followed by 16% from cellphone hardware and 12% from component sales. Despite global economic uncertainty, ASUS maintains steady profitability due to operational efficiency and diversified revenue streams.
Key rivals of ASUS include Acer, Dell, HP, Lenovo, and MSI in the PC/laptop market. For phone hardware, Sony, LG, and Samsung pose tough competition.
Through strategic partnerships, ASUS expands its solution offerings in artificial intelligence, 5G infrastructure, cloud computing, and other emerging technologies. As the lines blur between hardware and software, these collaborations become pivotal for staying at the forefront.
ROG – The Pinnacle of ASUS Gaming Hardware
For serious gamers, ROG (Republic of Gamers) represents the pinnacle of ASUS hardware. As a sub-brand birthed in 2006, the ROG line brings together elite components tailored specifically for gaming and overclocking.
The ROG family includes high-performance laptops, desktops, motherboards, graphics cards, monitors, peripherals, routers, and even gaming smartphones. While premium priced, ROG products deliver no-compromise performance and innovative features like:
- Cutting-edge thermal solutions for optimal cooling
- Unique chassis designs and Aura Sync RGB lighting for customization
- High refresh rate displays for smooth visuals
- Hyper-accurate sensor technology in mice/keyboards
- Gaming software enhancements like one-click overclocking and intelligent networking
For esports professionals, the quality and capabilities of ROG gear provide a competitive edge. Top esports organizations worldwide depend on ROG hardware to compete at the highest levels.
Through prominent sponsorships and grassroots efforts, ASUS also champions gaming culture and emerging talent via ROG events like app development contests, modding workshops, and DOTA 2 tournaments.
ASUS Commitment to Quality and Innovation
Since 1989, ASUS established itself through consistent quality, durability, and best-in-class support. Early successes in the motherboard market laid the foundation for global expansion across various tech sectors today.
But beyond building great products, the essence of ASUS lies in their restless spirit of innovation. Their "In Search of Incredible" motto fuels the quest to empower people everywhere through technology.
This spirit manifests through the ASUS Design Center and hundreds of R&D engineers pushing boundaries with emerging tech – 5G, AI, quantum-dot displays, etc. Over 15000+ patents secured worldwide attest to a rich heritage of pioneering consumer tech advancements in mobility, photography, networking and beyond.
Numerous media publications and industry bodies recognize ASUS innovations annually:
- 3068 international awards in 2022
- Laptop Mag 2022 Report Card – 4.5/5 Rating
- Tom‘s Hardware 2022 Innovation Award for ROG Zephyrus Duo 16
- Red Dot Design Awards across multiple product lines
By merging imagination with ingenuity, ASUS creates incredible products that enhance lives. And their vision persists to build the next generation of disruptive technology.
ASUS Support Framework – MyASUS Portal and Beyond
Delivering amazing products is step one. Ensuring customers enjoy great experiences is equally vital for ASUS. Their support framework helps users get the most from ASUS devices via:
MyASUS Portal – This one-stop app allows customers to access support resources, product information, warranty status and more right from ASUS devices. Users can also contact support teams directly if issues arise.
ASUS Support Site – The ASUS support site contains drivers/manuals for products old and new. If the MyASUS app doesn‘t resolve queries, users can search the knowledge base or open tickets for further assistance.
Social Media Channels – ASUS leverages Facebook and Twitter to provide support assistance beyond standard channels. Users can tweet product issues or send private messages for quick troubleshooting by ASUS social media teams.
Authorized Service Centers – ASUS operates over 200 repair centers globally, staffed by qualified technicians to assist customers via mail-in repairs, on-site support, part replacement and more.
With options for self-service and human touchpoints, the ASUS support framework aims to deliver efficient, personalized problem resolution worldwide.
The ASUS Portfolio – Networking, Smart Living and Beyond
While computers and components dominate headlines, the ASUS ecosystem extends into networking, smart living, and workstream solutions:
Networking – ASUS offers enterprise-grade WiFi 6 routers plus mesh systems for blanket home coverage. Their router UI offers comprehensive controls – traffic analyzer tools, VPN server, adaptive QoS, and AI protection against cyber threats.
IoT & Smart Living – ASUS IoT solutions employ AI, computer vision and sensor fusion to create responsive environments via smart speakers, lighting, appliances, transportation, and infrastructure management systems.
ProArt Series – For creative professionals, ProArt series leverages color accuracy, calibrated displays, ergonomic designs and top-shelf components purpose-built for graphics work, photography and video editing.
Workstream Solutions – ASUS Expert Series laptops, monitors, docks, noise-canceling audio devices and wireless presentation systems boost productivity for business computing environments via seamless cross-device collaboration.
While not exhaustive, this overview highlights ASUS depth across various spheres beyond PCs. Incredible experiences emerge when hardware meets the human element. And ASUS pursues that vision relentlessly by powering professionals and enriching lives daily.
Key Takeaways About the ASUS Brand
After 30+ years of spearheading innovation, ASUS now epitomizes the relentless pursuit of incredible technology. Key takeaways that define this brand include:
Innovative Portfolio – With breadth across PCs, phones, networking, IoT, and creative segments, ASUS delivers cutting-edge but accessible technology.
High Performance – ASUS squeezes maximum power from components via intelligent cooling, strategic partnerships and custom chips like the Ryujin mobile processor.
Legendary Support – Robust self-help resources plus global authorized centers provide timely, personalized support worldwide.
Gaming Prowess – The elite ROG sub-brand sets the pace for gaming hardware development today, equipping champions worldwide.
Future Forward Outlook – 5G, AIoT and expert solutions paint the ASUS vision to drive human progress through tech advancements.
By merging imagination and ingenuity, the ASUS brand crafts incredible technology that empowers people to achieve their true potential each day. And their journey persists to build the next generation of disruptive innovations that elevate how we live, work and play.
