ASUS Shifts Focus Away from Smartphones, Towards Emerging Technologies

In a significant move, ASUS Chairman Jonney Shih has announced that the company will be shifting its focus away from developing new smartphone models and towards more commercial and emerging technologies. This decision marks a major shift in ASUS's strategy, which is aimed at diversifying the company's product portfolio and expanding its presence in various markets.

A New Direction for ASUS

ASUS has been one of the leading brands in the smartphone market for several years, but the company has faced intense competition from other players such as Samsung, Huawei, and Apple. Despite this, ASUS has continued to innovate and produce high-quality smartphones that have gained a loyal following.

However, with the increasing demand for emerging technologies such as artificial intelligence (AI), robotics, and smart glasses, ASUS has decided to reorient its research and development (R&D) efforts towards these areas.

Moving Forward, With a Focus on Emerging Technologies

Jonney Shih, the chairman of ASUS, recently stated that the company will be stopping the production of new smartphone models. This decision is seen as a strategic move by the company to focus on more profitable and less competitive markets.

"We will not pursue smartphones anymore," said Shih in an interview. "We are shifting our resources towards commercial PCs, physical AI devices such as robotics and smart glasses, and other emerging technologies."

This shift in strategy marks a significant change for ASUS, which has been one of the leading players in the smartphone market for several years.

Commercial PCs: A New Focus Area

ASUS will be focusing on developing commercial PCs, which are designed for business and enterprise customers. These PCs are expected to offer high-performance capabilities, advanced security features, and robust build quality.

The company has already begun working on its first-generation commercial PC, which is expected to be launched soon. ASUS's new commercial PC lineup is expected to compete with other leading brands in the industry.

Physical AI Devices: Expanding into Emerging Technologies

ASUS will also be expanding its research and development efforts into physical AI devices such as robotics and smart glasses. These devices are expected to offer advanced features such as augmented reality (AR) capabilities, object detection, and machine learning (ML) algorithms.

The company has already filed patents for several AI-powered device projects, including a smart glass that can detect facial expressions and emotions. ASUS is also working on developing robots that can be used in various industries such as healthcare, manufacturing, and logistics.

Benefits of the New Strategy

ASUS's new strategy offers several benefits to the company. By shifting its focus away from smartphones, the company can:

• Reduce competition: By exiting the smartphone market, ASUS can avoid competition with established players.
• Increase profitability: Commercial PCs and physical AI devices are expected to offer higher profit margins than smartphones.
• Expand into new markets: ASUS can explore new markets such as business and enterprise customers.

Challenges Ahead

While ASUS's new strategy offers several benefits, the company also faces several challenges. These include:

• Competition from established players: ASUS will face competition from established brands in the commercial PC and physical AI device markets.
• High development costs: Developing new products such as commercial PCs and physical AI devices requires significant investment in research and development.
• Rapid technological advancements: The technology landscape is constantly evolving, which can make it challenging for ASUS to keep pace with emerging trends.

Conclusion

ASUS's decision to shift its focus away from smartphones and towards more commercial and emerging technologies marks a significant change for the company. By expanding into new markets such as business and enterprise customers, physical AI devices, and robotics, ASUS can increase profitability and expand its presence in various industries.

While challenges lie ahead, ASUS's new strategy offers several benefits and presents opportunities for growth and expansion. As the technology landscape continues to evolve, it will be interesting to see how ASUS navigates this changing environment and emerges as a leading player in emerging technologies.