Asus leads with innovative gaming PCs and consumer devices in India.
Plans to expand with local manufacturing under the ‘Make in India’ initiative.
Asus embraces AI and VR technologies in upcoming PC ranges.
5G integration set to transform Asus’s laptop offerings in India.
In an insightful interview, Arnold Su, Vice President of the Consumer & Gaming PC, System Business Group at Asus India, sheds light on Asus’s innovative strategies and future plans in the dynamic world of consumer and gaming PCs.
Su delves into how Asus maintains its cutting-edge position in the market, particularly focusing on the burgeoning gaming sector and the evolving needs of the modern consumer.
Could you share insights into Asus’s strategy for staying at the forefront of innovation in the consumer and gaming PC markets?
Since the beginning of our operations in India, we have been at the forefront of exercising our vision to introduce state-of-the-art solutions that are backed by innovation.
Interestingly, when the idea of gaming was based on the premise of building your PC, putting all the permutations and combinations of bringing the best monitor that is in line with the processor, we decided to foray into the R&D to become a one-stop-shop solution for the enthusiasts.
We built PCs specifically for gaming that packed performance, introduced seamless software integrations, and compelling visuals that revolutionized the whole segment.
Not just limited to gaming, we are also making significant strides in our consumer and creator series portfolios.
This year also saw the launch of ASUS’ Creators Series, which has been built to support the burgeoning creator economy in the country.
It is laden with tools that help content creators deliver compelling visuals and a seamless user experience.
Our commitment to foray into cutting-edge technology is a priority for the Indian market. We also became the first company in India to launch a handheld gaming device, the ROG Ally, to promote gaming on the go. The product received an overwhelming response in the market.
Imbibing this strategy has helped us become the number one gaming PC company in the country five quarters in a row and the second-largest consumer laptop brand, as reported by the latest IDC report.
What trends do you foresee in the gaming PC sector in the next few years, and how is Asus preparing to meet these emerging needs?
With the proliferation of 5G connectivity, the adoption of cloud gaming and augmented reality (AR) games will see traction in the coming years.
Additionally, the online gaming and esports industry has been growing significantly over the past few years.
Therefore, the growth potential for the esports industry is enormous in India in the coming years.
Aligned with these trends, ASUS ROG has a diverse line-up in the Indian market designed to match the needs of the gaming community as a whole, be it professional gamers or upcoming gaming enthusiasts.
The TUF series is the perfect companion for those looking for an affordable gaming machine. For performance-centric gameplay, we have the ROG STRIX SCAR series.
Those looking to switch between work and play within minutes can go for our Zephyrus Series, and lastly, the ROG Flow X & Z series offers top-of-the-line industry innovations, perfect for those looking to keep up with work and gaming on the go.
Further, there is a “gaming on the go” phenomenon growing in the country. Consumers want a lightweight gaming experience but, at the same time, doesn’t compromise on performance.
The recently introduced ROG Ally will be a major driver of this phenomenon in the country. This groundbreaking product is the industry’s first Windows-based gaming console PC.
We are confident that this innovation will transform the gaming landscape, offering gamers an unparalleled and immersive experience not found in any other product.
How does Asus incorporate consumer feedback into its product development process, particularly for gaming PCs?
We at ASUS are constantly working towards ensuring that our products are in line with customer requirements.
To understand this, we try to integrate feedback and insights to deliver better and more innovative products tailored to their needs.
Even during the development journey of the ROG Ally, which spanned over five years, originating from the conceptualization of the ROG Mothership.
We conducted numerous focus groups and testing rounds involving diverse stakeholders, employing an iterative approach of constant testing and refinement.
This process enabled us to determine the optimal combinations of screen size, type, trigger type, grip area width, ergonomics, and other crucial factors.
Additionally, the integration of Anime Matrix in our latest offering in the Zephyrus series was conceptualized on the premise that gaming laptops mostly lack an aesthetic appeal. This option allowed users to display a fragment of their personality.
Consumer satisfaction and feedback integration are at the crux of ASUS operations.
We conduct multiple rounds of market research to understand how the response has been for our products and to understand customer queries.
With technologies like AI and VR gaining momentum, how is Asus integrating these into its consumer and gaming PCs?
ASUS has evolved into being recognized as a provider of technology solutions beyond motherboards and graphics cards.
Recognizing the potential to expand our capabilities, we ventured into High-Performance Computing (HPC) system development in 2017.
At that time, we dedicated a team of 200 individuals to delve into system-level Artificial Intelligence (AI).
Two years ago, in collaboration with the government, we established Taiwan Web Service (TWS), an ASUS subsidiary aimed at delivering AIHPC supercomputer cloud services.
Our deep expertise in computing enabled us to successfully introduce significant products like ChatGPT to the market.
Looking ahead to 2024, we anticipate an exciting year for AI.
ASUS is committed to sustained investment in research and development, focusing on core technologies.
We firmly believe that AI is at the forefront of a new technological evolution.
As such, our commitment to further investments aims to propel AI application innovation to broader and more advanced levels.
Is Asus considering local manufacturing or assembly to meet the demand for gaming PCs in India, and how might that impact the pricing and availability of the ROG series?
For the coming years, our intent is to scale our contribution towards the esteemed make in India initiative.
This contribution will eventually benefit consumers in the future as we will continue to floor innovative and affordable devices across our portfolios and product line-ups.
With the rollout of 5G, how do you see it impacting the PC industry, and what are Asus’s plans in this area?
Gaming is one of the pertinent demand drivers of PCs. According to a recent industry study, India is the fastest-growing games market in Asia.
Therefore, with faster internet speed and low latency, 5G will allow Indian gamers to enjoy an immersive gaming experience even while playing heavy games on their laptops.
Moreover, 5G will make cloud-based gaming more accessible to mobile game enthusiasts who wish to explore low to mid-range laptops as cloud gaming does not necessitate heavy and sophisticated premium-range devices.
Advertently, this will result in the growth of 5G laptops in the coming years.
How does Asus balance the need for high performance with affordability in its consumer PC range?
Understanding that there are different sets of consumers whose requirements span across multiple price points, we have introduced a range of products for both, consumer and Gaming PCs.
We ensure that our innovation and cutting-edge solutions are not just limited to the premium segment but is also reflected in our range of more affordable laptops. We will continue to push premium features in our affordable range.
How is Asus staying ahead in the gaming PC market in India?
Asus focuses on understanding customer needs and integrating feedback into product development, especially in gaming PCs. With a diverse lineup like the ROG STRIX SCAR series and the TUF series, Asus caters to both professional gamers and enthusiasts, ensuring high performance and affordability.
What are Asus’s plans for incorporating AI and VR into its PCs?
Asus is heavily invested in AI and High-Performance Computing (HPC) systems. With initiatives like the Taiwan Web Service (TWS) for AIHPC supercomputer cloud services, Asus is at the forefront of integrating AI and VR into its consumer and gaming PCs, anticipating a significant leap in AI applications by 2024.
Is Asus considering local manufacturing for its gaming PCs in India?
Asus is committed to contributing to the ‘Make in India’ initiative, with plans to scale up local manufacturing. This move will not only cater to the growing demand for gaming PCs in India but also make innovative and affordable devices more accessible to consumers.
How will 5G impact the PC industry according to Asus?
5G is expected to revolutionize the PC industry by enhancing gaming experiences with faster speeds and low latency. Asus foresees this leading to a growth in 5G laptops, as 5G will make cloud gaming more accessible, even for those with low to mid-range laptops.