Asus angling for bigger market share through innovative products


(By Ken Macharia) Taiwan based company Asus is lining up unique consumer devices in East Africa with a view of gaining a bigger market share. Chris Wen, Product Manager for Asus Kenya, says the regional office based in Nairobi is set to unveil several innovative gadgets that will excite consumers and increase Asus market share.

“We have different and innovative products that we believe will capture the attention of Kenyan consumers,” says Wen.

Asus is betting on channel penetration through partnerships with mobile operators and dealers to expand their market share. The strategy is paying off even as PC’s get a knock from tablets and smartphones. Asus is gaining ground in Kenya across tablets and PC’s despite the late entrance in the regional market.

“We have seen a 900 percent growth year on year since we came into the market barely two years ago. In quarter three, we are now the number three selling tablet in Kenya and number seven in PC’s from non-existent market share,” says Shawn Chang, Asus Regional Director for Turkey, Israel and Africa.

Chang explains Asus aims to strategically position products so that consumers can experience and interact with Asus products through road shows and experiential stands in malls.

“In the near future, we will see a lot of multi-purpose products and merging of products. There will be little distinction between phonepads, tablets and phablets.”

Chang explains user behaviour is changing and consumers are looking at combining their devices into one or two gadgets useful at the office and practical at home.

One of the devices Asus is touting as revolutionary and a sign of the future is the Asus Transformer Book Duet. The laptop has a detachable screen which converts the device into an Android-run tablet but operates on Windows 8 as a laptop.

Asus is reaping from partnerships where they provide the hardware like in the case of a joint venture with Google to roll out the Nexus tablets.

“Asus are open to work with different partners and as of now we will continue building for Windows and Android. We want to give consumers choice and we will see these dynamic devices in the Kenyan market soon.”

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