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ASUS Crank Up OZ Operations With New Gaming Range

ASUS is looking to capture a “major share” of the Australian PC gaming market after claiming that they are already #1 in the Asia Pacific market for gaming machines.

At an event in Sydney yesterday the Company rolled out a new line-up of machines that include several 15-inch ROG Zephyrus machines that have been split into three tiers, branded S, M, and G.

There is also new 17-inch Zephyrus S GX701, and a Zephyrus S GX502.

The 15” model includes the new 9th-gen Intel Core i7-9750H CPU, and a Nvidia RTX 2070 GPU, as well as a new super-fast 240Hz display.

ASUS claims that the new machines deliver 3ms repose times, factory Pantone calibration, and G-Sync support.

When questioned about their market share in Asia Pacific which appears to be a battle between ASUS and Acer who many have recognised as being #1 based on Windows 10 activation numbers, Company executives admitted that Microsoft activation numbers for their Windows 10 OS was not “necessarily the right numbers.

Thewy said that “Some markets in Asia Pacific had a high percentage of unlicensed Windows licenses” that were used on ASUS machines and that the Company counted these numbers.

In Australia the Company has undergone a management shake up with management bought in from overseas to drive new marketing initatives.

At yesterday’s event ASUS management said that they were confident that they have the right products to turn their business fortunes around in Australia with several new B2B notebooks set to be launched this year.

Earlier this week Asustek Computer reported a return to profits with a first quarter net profit of US $70.7M. This was a significant improvement from a net loss of seen in the previous quarter.

The figures were still down 8% from a year earlier.

ASUS is split into two operations in Australia, components and branded products.

Globally the company’s branded sales were down 5% on quarter and 7% on year, also down was gross margins.

The annual sales decline resulted from a higher base for sales of graphics cards driven by strong demand from the cryptocurrency mining sector a year ago, according to co-CEO SY Hsu.

Despite their investment in the Australian market the Company said that sales of PC and component products in the second quarter are expected to remain flat or dip in a range within 5% on quarter and stay on par or even post growth on a yearly basis.

While notebook shipments suffered a decline in the first quarter due mainly to a shortage of CPUs from Intel and keen competition in the market, Asustek has recently seen a rebound of shipment momentum for notebooks, particularly in Europe and Asia Pacific (excluding China), Hsu said.

The Company claims that they expect issues relating to Intel CPU shortages to be resolved in the third quarter after Intel parted Company with Apple.

At yesterdays event in Sydney the Company showed off several machines running AMD processors.

The Company claims that they have been adjusting its portfolios for its PC products, with the ratio of AMD-based products edging up slightly and product ASPs also going higher, Hsu indicated.

The company plans to unveil new PC products at the upcoming Computex 2019 which ChannelNews will be at.

Sales of ultra-thin PC models accounted for 40-50% of Asustek’s total notebook shipments in the first quarter, Hu said, adding that the company’s shipments of gaming notebooks increased 20% on year in the quarter.

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