Asus shifting from notebooks to tablets

Asus, a global leader in personal computer products, is hoping to make a big step forward in Thailand's tablet market this year.

The move is consistent with the company's global strategy, said Pornthep Watchara-amnuay, managing director of Asus Computer Thailand.

The Taiwanese firm achieved a profit increase of 28% in Thailand in 2012, of which 98% came from notebooks and netbooks.

In southern Thailand, Asus has enjoyed the biggest market share in the notebook segment.

This year, the company will focus on promoting tablets. A series of models led by the Nexus 7 and Transformer Book, with new looks and prices tailored to Thai consumers, will be introduced.

Although the competitiveness in the IT market is fierce, the demand for localised products is increasing as well, said Mr Pornthep.

As a frequent winner of globally recognised honours like the Red Dot, Good Design and iF Design awards, Asus is confident of meeting the need for innovative and elegant design.

The company recently told reporters that its global tablet sales would probably outperform laptop sales in 2013.

Not long before that, a report revealed that Asus and Taiwan-based Acer, the top two vendors in the PC market, had decided to stop making netbooks, recognising that more and more people wanted tablet products.

"Our target in 2013 is to complete our tablet production line with advanced technology, innovation and beautiful design, together with new models of notebooks that offer full function," said Mr Pornthep. "It will drive our overall revenue by 35-40% undoubtedly."

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Writer: Zhang Qi