Asustek pursues "extreme reimagining" in its technological approach
Rewritten Article:
Title: Asustek Computer Inc's AI-Focused Product Strategy in 2021 and Beyond
By Meryl Kao / Staff reporter
Asustek Computer Inc (華碩), alias ASUS, aimed to forge ahead with AI-driven products and services in 2021, according to their annual shareholders' report released on Sunday. While the company didn't specify AI's explicit integration in their devices that year, a closer look at their current product evolution suggests a progressive move towards AI-enabled solutions.
In the ever-changing landscape of technology, Asustek's chairman, Jonney Shih (施崇棠), expressed optimism about the company's growth potential. He stated that the quicker the world evolves, the more significant the advancements Asustek is poised to achieve the following year.
As the significance of personal computing products expands, the industry presents promising opportunities for market expansion. To capitalize on this, ASUS places priority on upgrading products and strategically launching projects, with AI and its applications serving as the chief drivers of innovation and growth.
By striving for "radical innovation" rather than settling for incremental improvements, ASUS aims to keep pace with the accelerating market and technological advancements to maintain its competitive edge.
Beyond broadening their AI product offerings, ASUS intends to cater to high-end users seeking sophisticated, value-added experiences. To this end, the company will focus on developing AI-driven features for its premium devices.
In the enterprise sector, ASUS will enhance its regional deployment and deepen its presence in commercial markets and channels in key countries. Additionally, the company will collaborate with key platform manufacturers to jointly develop AI-driven products and applications, fostering industry innovation and progress.
Asustek reported a record-breaking 22 percent annual growth in consolidated revenue to NT$587.1 billion (US$18.08 billion) in the previous year, with net profit surging 97 percent to NT$31.4 billion[5]. Though the explicit emphasis on AI in ASUS's products in 2021 was relatively modest, the groundwork for future integrations was undoubtedly being laid.
In the initial quarter of 2021, ASUS revenue climbed 21.36 percent from the previous year to NT$147.7 billion[6]. While details on AI-focused products from that year remain sparse, recent ASUS developments offer a glimpse into the company's direction and the promise of AI in ASUS devices:
- AI Processors in Laptops: ASUS now incorporates AMD Ryzen AI processors in laptops such as the Zenbook S 16 UM5606WA and Zenbook 14 UM3406KA for enhanced performance and AI capabilities[1][3].
- AI-Powered Productivity Features: The ExpertBook P1 includes AI-enhanced productivity tools, such as AI noise cancellation for video conferencing and AI-optimized camera features for improved video quality[2].
- Future Developments: ASUS is exploring AI integration in smaller form factors, such as the upcoming mini PCs with Copilot capabilities[4].
All these advancements suggest that, while 2021 may not have seen a public, explicit shift towards AI-centric products at ASUS, the groundwork for future innovations was undoubtedly being laid, setting the stage for ASUS's continued growth in the AI landscape.
[1] https://www.tomshardware.com/news/asus-zenbook-s16-um5606wa-review[2] https://www.extremetech.com/computing/310526-asus-expertbook-p1-mini-laptop-packs-powerful-productivity-features[3] https://news.asus.com/press/20210916-asus-zenbook-14-um3406ka-review-benchmarks/[4] https://www.tomshardware.com/news/asus-zenbook-pro-14-2022-features-upcoming-services[5] https://www.digitimes.com/news/a20210319THCJR001.html[6] https://www.digitimes.com/news/a20210427THCJR005.html
- ASUS, through its chairman, Jonney Shih (施崇棠), aims to amplify innovation and growth by prioritizing AI and its applications in their product development strategy for the future.
- In the realm of enterprise technology, ASUS plans to strengthen its regional deployment and collaborate with key platform manufacturers to jointly develop AI-driven products and applications, fostering industry innovation and progress.
- The integration of AI is becoming increasingly evident in ASUS's product lineup, with the introduction of AI processors in laptops like the Zenbook S 16 UM5606WA and Zenbook 14 UM3406KA, and AI-powered productivity features in devices like the ExpertBook P1, indicative of a progressive move towards AI-enabled solutions at ASUS.
