Wed, Dec 31, 2008 - Page 12 News List

Asustek to expand Eee family

A WORK IN PROGRESS Digital home, digital phone and digital office are the three legs of the fixed and mobile digital convergence. Asustek is preparing for them all

By Elizabeth Tchii  /  STAFF REPORTER

Asustek Computer Inc (Asus, 華碩電腦) chairman Johnny Shih (施崇棠) said yesterday the computer maker would increase its line of Eee products as the world moves into the digital age.

“The digital age is a triple-play that incorporates the concepts of Web 2.0, instant messaging services, and fixed and mobile convergence,” Shih said. “We are moving closer to technologies that will enable real time, real place, real human and virtually-real experience. Cloud computing will be an integral part of this experience.”

Shih sees the Eee family of products taking center stage as it develops products to meet the three facets of a comprehensive digital life — digital home (DH), digital phone (DP) and digital office (DO).

“EeePC and EeePhone [to be announced] will be the primary drivers in [the DP category] as we enhance our existing products and build new ones,” Shih said.

The functionalities will need to include phones that operate on Wi-Fi and 4G networks, as well as global positioning systems, location-based services, camera, Internet, e-mail, instant messaging, portable media player, mobile TV and games.

Shih did not comment on innovations being made for the digital home or digital office, but told the audience that these were a work in progress at the Neihu-based company.

In a conference on brand management in Taipei hosted by the Harvard Management Services Inc, the founder of the world’s largest motherboard maker spoke about the difficulties of building a global brand.

“For instance, our inspirational slogan: Rock Solid-Heart Touching (堅若磐石) makes sense in Chinese, but it isn’t quite as well received in the US and European markets because our core concept is not conveyed accurately. We need to work on localization, we need to make our slogan appeal to consumers anywhere in the world,” he said.

Asus will therefore be changing its slogan to Inspiring Innovation-Persistent Perfection (精彩創新 , 完美品質), he said.

Shih said the concept of total quality management was essential in Asus’ corporate strategy. As the company develops numerous products, Shih said it had to ensure that they were done with differentiation in mind to avoid confusing customers, cannibalize its existing product lines or jeopardize the enterprise.

The EeePC, the low-priced mini Internet-enabled laptop series “is a product line that offers much differentiation from the mother brand, Asus, and targets new markets from first-time buyers in developing countries to savvy consumers looking for a second notebook in [more advanced] countries.”

“Many view the EeePC as a disruptive innovation. It may be disruptive to competitors’ business, but we see it as an inexpensive innovation that creates new markets,” Shih said.

Asus’ total brand management entails the combination of heart-winning marketing strategy, innovative products, top-notch talent, logistic support system management, as well as breakthrough technology, Shih said.

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