Asustek announces its return to discrete sound card market

Asustek Computer Inc (華碩電腦) is returning to the sound card market with offerings aimed at high-end users, a company executive said in Taipei yesterday.

"Current PCs are not yet offering the best possible sound quality," said company president Jerry Shen (沈振來) at a press conference held in conjunction with the Computex trade fair.

The company is confident of making a splash in the sound card market thanks to its expertise in graphics cards. The Xonar D2 sound card introduced at the trade show utilizes an AV200 chip made by United Microelectronics Corp (UMC, 聯電) using 0.35 micron process technology.

Production began this month and shipments will commence in the third quarter with a proposed market price of US$199, the company said.

Sound processing functions have been built into motherboard chipsets in recent years, reducing the need for discrete sound cards. But Asustek is confident that enthusiasts will demand a separate sound card for maximum enjoyment, Shen said.

Asustek is set to compete head-to-head with Singapore-based Creative Technology Ltd, which has a market share of about 70 percent.

On Tuesday, Asustek attracted plenty of attention at the trade show as its chairman, Jonney Shih (施崇棠), together with Intel Corp executive vice president Sean Maloney, presented a new ultra low-cost laptop. Priced at US$199, the Eee PC is expected to see volume shipments beginning in August.

Another interesting Asustek offering at the show is a notebook prototype with a case decorated with bamboo-like leather.