ASUS in Focus for innovation

Lagos, Nigeria ASUS is a worldwide top-three
consumer notebook vendor and maker of the
world’s best-selling, most award-winning
motherboards. The Taiwanese OEM is a leading
enterprise in the new digital era that designs
and manufactures products that perfectly meet
the needs of consumers and enrich their
experience.
Many of these solutions have disrupted the
industry and have given way to new product
categories and frontiers of innovation. Among
them is the Eee PC.
The Eee PC which later on gave way to the
netbook product category was invented by
Asus in fall 2007. At that time, rivals rayed the
innovation as cheap toy. However, the first
batch that hit the Taiwanese stores was sold in
30 minutes. The Eee PC went on to becoming
that year, the “most wanted Christmas gift”
according to Amazon and CNET. The
competition could no longer wait. Virtually
every PC vendor –except Apple –started making
their own version of the Eee PC. Today in
Nigeria, the Eee PC or netbooks are known as
mini thanks to the popularity of HP minis.
From the invention of the Eee PC, ASUS has
pioneered several devices that have literally
changed the playfield of the industry. All these
innovations share a common thread:
understanding people’s real needs or the
problems they are facing, tapping into the vast
reservoir of technologies available and coming
up with solutions that make life easier.
Following the Eee PC, ASUS has released in
2011 the Transformer Eee Pad. Practically the
world’s first hybrid device, ASUS has once
again paved the way to the rise of the hybrids,
convertibles and detachable product category.
2011 also saw the invention of the ASUS
Zenbook, the world first notebook with
metallic finish.
In 2012 alone, ASUS won 4,168 awards which
amounts to almost 12 awards a day. Such
achievement has been made possible thanks to
the incredible ability of Asus to go beyond its
comfort zones in design and product
development. The company invests up to 3% of
its annual sales revenues (96 billion in 2012)
back into R&D. These investments have paid
off.
Asus has invented:
The Padfone, the world first and unique
smartphone that transforms itself into a tablet
The Taichi, the world first and unique dual
screen notebook which is said by Fox News to
be “the best of this new generation of
convergence computers”.
The Vivobook, the world first touch notebook
The Fonepad, the world first 7” tablet with
Intel Atom processor
The Transformer Trio, the world first and
unique 3-in-1 notebook
The Zenbook Infinity, the world's first
Ultrabook with a lid made from Corning
Gorilla Glass 3
What’s unique about ASUS is not just because
the company brought to the market some of
the most compelling disruptive innovations of
the decade, but also the fact that it has done
so consistently with the eyes on the end-user’s
experience. And all of these first are just the
beginning for ASUS as far as Jerry Shen, CEO of
ASUS, is concerned. “Everyone at ASUS is fully
dedicated to design thinking, and we will
maintain our search for incredible as we
continue to bring endless possibilities to
customers worldwide.”
The end-user is at the heart of ASUS strive to
being the first in everything the company does.
The management has fostered a culture in the
company that welcomes risk taking, creative
and innovative thinking which has led the way
to innovations that are useful and have
revolutionized the way people interact with
technology. Talking about the Taichi, Fox News
noted that it does “not only offer a compelling
way to switch between tablet and notebook
modes, but a revolutionary technical solution
to a common business problem”.