Asus seeks to expand smartphone presence in Europe, China and US

The Taiwanese PC maker is targeting more smartphone sales in the U.S. and Europe

Asustek Computer isn't exactly known for smartphones, but the Taiwanese PC maker is aiming to bring more Android phones to U.S. and European markets this year.

A year ago, Asus introduced its ZenFone line, a range of Android handsets, and demand for the phones is growing.

In the fourth quarter, Asus shipped 4.5 million smartphones, up from a mere 200,000 units in the first quarter of 2014.

The shipments are still small compared to those of leading vendors such as Apple and Samsung Electronics, but Asus is among the PC makers hoping to break out from the notebook market by releasing more mobile devices. In 2017, Asus expects revenue from its mobile business to surpass that of its PCs.

On Friday, Asus said the ZenFone has been a big success in Taiwan and in Asian markets. Going forward, the company wants to expand its smartphone sales into the U.S. and Europe, Asus CEO Jerry Shen said in an earnings call.

On March 30, it will announce a new product in France, and in April it will hold another event in the U.S., he said.

In 2014, the company shipped 8.5 million smartphones, and for this year it wants to double that figure.

To reach that goal, Asus is also targeting more sales in emerging markets including India, Russia and Brazil, along with Southeast Asia.

The other major market Asus is trying to sell to is neighboring mainland China. It's the world's largest market for smartphones, but competition in the country is stiff, with even big players including Samsung and Lenovo facing pressure from local rivals, offering low-priced Android handsets.

"Everybody is most worried about China," Shen said.

Simply achieving a 1 percent share in China -- something Shen sees as easily possible -- could amount to 4 million units over the year. To reach consumers, Asus wants to sell more phones through e-commerce channels.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags consumer electronicsAndroidsmartphonesAsustek Computer

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Michael Kan

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?