Asustek Computer Inc (華碩) yesterday unveiled three new gaming notebooks in Taiwan in an effort to expand its share of the domestic gaming market to 50 percent this year.
The company commanded 43 percent of the local gaming notebook market last year, ranking it first, Asustek senior product manager Sally Chen (陳怡君) said.
Asustek is positive that it will gain more share this year on the back of demand for its X-series gaming notebooks, which it launched at the end of last year, Chen said.
“With a full price range of gaming products, we believe we can secure the No. 1 position in the home market and gain more share,” Chen said.
Three new G-series, performance-oriented notebooks priced between NT$42,900 and NT$49,800 (US$1,363 and US$1,582) are to enter the market during the annual Taipei Spring Computer Show, which opens on Thursday, the firm said.
The company’s X-series notebooks, priced from NT$28,000, made up 30 to 40 percent of its global gaming notebook shipments last year, while the higher-priced G-series contributed the rest, Chen said.
Chen said the company has high hopes about the business potential of gaming notebooks, adding that although gaming product shipments are far lower than regular notebook shipments, they offer higher margins.
Asustek’s gaming notebooks accounted for 10 percent of the firm’s global notebook shipments last year, Chen said.
“Our goal is to increase gaming notebook shipments to account for 15 to 20 percent of the firm’s overall notebook shipments this year,” Chen told reporters on the sidelines of a press event.
To boost shipments, Chen said Asustek plans to launch a gaming notebook with a bigger, 17-inch screen next quarter. Currently, the G-series and X-series are equipped with 15.6-inch screens.
Asustek chief executive officer Jerry Shen (沈振來) in February said that apart from gaming notebooks, the company plans to launch a new gaming desktop this year in a bid to outpace local rival Micro-Star International Co (微星) and dominate the gaming computer market.
Asustek’s PC shipments are expected to increase by 15 percent to 25.87 million units this year from last year’s 22.5 million units, fueled by its ZenBook series, the two-in-one Transformer Book Chi series and low-cost notebooks, Shen said.
Asustek shares rose 0.63 percent to NT$318 yesterday in Taipei trading, outperforming the TAIEX, which gained 0.51 percent.
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