Asus highlights that expanding its presence to towns and cities throughout India is crucial for the company’s growth (Asus is making substantial investments). Currently, the brand has established its footprint in 600 out of 750 districts, boasting over 250 exclusive stores across the country.
The increasing chatter around artificial intelligence PCs is gaining momentum, largely propelled by Microsoft’s significant push for these next-generation laptops and desktops. But what exactly defines AI PCs, and how pivotal will they be for the future of personal computing? According to Arnold Su, Vice President of Consumer and Gaming PCs at Asus India, AI PCs represent the new cutting edge but are poised to become standard in the next 5-10 years.
“From a business perspective, our outlook on AI PCs is akin to the evolution of smartphones 10-12 years ago. Initially, smartphones were perceived as novelties, much like how AI PCs are perceived today. However, looking ahead 5-10 years, AI PCs will simply evolve into PCs with AI features becoming standard,” remarked Arnold Su.
Asus has already commenced the integration of basic AI capabilities into its laptop lineup. Su highlighted, “What you have witnessed so far and will witness in our upcoming launches is an enhancement of our camera technologies and noise cancellation capabilities. We initiated the integration of these systems in 2021, and with the introduction of new chips and applications, we will continue to elevate the customer experience. Looking forward, there will be more exciting developments to anticipate.”
As the landscape of personal computing continues to evolve, the integration of AI features into PCs is positioned as a transformative shift, mirroring the trajectory smartphones took over a decade ago.
The ongoing advancements in AI capabilities by Asus signal a broader trend in the tech industry, where AI becomes an integral component of everyday computing experiences.
Asus’ current AI integration is primarily centered around aspects such as computer vision and audio processing, diverging from the cutting-edge generative AI capabilities observed in models like ChatGPT.
When questioned about specific plans to develop proprietary generative AI tools, Su remained tight-lipped, stating, “I can’t talk about plans at the moment, but currently, we are collaborating with multiple partners, and we look forward to what we can achieve internally. Then, we’ll bring the best offerings to our customers,” he hinted.
Despite a decline in the overall PC market in 2022 attributed to macroeconomic conditions, Asus India defied the trend and achieved robust growth. Su believes that the key to Asus’ success lies in reaching customers across India through both online and offline channels.
“Due to the vast size of India, ensuring the availability of every product is crucial. In the PC market context, there are three major verticals in India – the online space, large format retailers, and the traditional channel. We ensure our products are accessible through online platforms, large-format retail stores, and traditional channels, which still constitute 50% of the market. Presently, we have partner shops in over 400 districts, providing customers the opportunity to experience our laptops firsthand before making a purchase. This experiential approach is crucial and distinguishes us,” explained Su.
Asus has now established over 250 exclusive stores across India, spanning 600 out of 750 districts. The objective is to further expand into additional towns and cities (Asus is making substantial investments), aiming to maintain its position as the second-largest PC brand in India.
According to Su, in the third quarter of 2022, Asus marked a significant achievement by becoming the second-largest consumer PC brand in India, surpassing HP for the first time.
Looking ahead to 2023, the objective is not only to secure but also to sustain this second position. The company remains dedicated to its focus on introducing cutting-edge technology across towns and cities in India (Asus is making substantial investments).
This commitment to India is not a mere formality but a fundamental pillar of Asus’ global market strategy. Su emphasized that India is given priority as the first-wave country for launching any new Asus product globally.
Challenging the prevailing belief that entry-level devices drive volumes in India, Su has discerned a noteworthy trend – Indian consumers are willing to allocate higher budgets for superior experiences.
This revelation underlines a shift in consumer preferences, suggesting a growing appetite for advanced and premium technology offerings in the Indian market. As Asus continues to prioritize India in its strategic approach, the company aims (Asus is making substantial investments) to cater to the evolving demands of Indian consumers by delivering innovative and high-quality products that align with their expectations and preferences.
“Over the years, we’ve observed a preference among Indian customers for mainstream and premium laptops over entry-level options. When making a device investment, they seek the satisfaction of acquiring the latest technology that aligns with their requirements, irrespective of the price point,” he stated.
Asus remains committed to focusing on delivering cutting-edge yet practical innovation to consumers across different segments (Asus is making substantial investments), without being fixated on any specific form factor or specification.
“Last year, we introduced gaming two-in-ones, dual-screen, foldable, and handheld gaming PCs. The future may not have a single definitive laptop form factor. As a pioneer in PC innovation, we will continue to bridge the gap between users’ needs and devices,” Su concluded, offering insights into what customers can anticipate from Asus in the upcoming developments.
