In an exclusive interview with ITVoice, Mr. Peter Chang, Regional Head – South Asia & Country Manager – ASUS India, sharing his business strategies.
Megha Mary- India has one of the biggest smartphone markets.What is ASUS’ hold in the market?
Mr.Peter Chang- India is one of the fastest growing smartphone markets in the world and one of the most important markets for us. Since our entry into the country, we have witnessed consistent growth across all our business segments and our products have won the hearts and appreciation of our consumers.
Megha Mary-What are the upcoming gaming products to be launched this year?
Mr.Peter Chang- In the beginning on the month (February) we unveiled the ROGStrix GL553, which is a compact mainstream gaming notebook equipped with NVidia PASCAL GTX 10 series GPU and Intel 7th Gen Core processors.
Our latest high-end machines like ROG G752VS Overclocked Edition equipped NVIDIA® Pascal™ GeForce®GTX™1070, ROG-exclusive mobile 3D Vapor Chamber for increased cooling performance, and a backlit anti-ghosting gaming keyboard or the mainstream ROG GL552VW or the ultraportable and slim gaming laptop ROG Strix GL502, innovation has always been our focus areas and one of our core strengths. Our high-end gaming desktops like ROG G20 and GT51 armed with the latest NVIDIA® Pascal™ GeForce®GTX™1080 for high end gaming and the ROG G11 is designed for casual gamers who want a high performance gaming platform that doesn’t break the bank all wrapped up in an impressive exterior, are some of our creations that we are extremely proud of! “
Our core focus is on gaming this year and consumers will witness our product launches across segments – Mainstream, enthusiast and also professional.
Megha Mary- The Indian market is ruled by smartphones and wearables are yet to take over. What are the challenges faced by the wearable segment?
Mr.Peter Chang- The wearable devices market is rapidly gaining traction. The consumers are increasingly adopting wearables to help simplify their lives and boost productivity.
“In fact, we recently launched the ASUS ZenWatch3 in India. It is a smart watch designed to reflect the true elegance of the ASUS design philosophy with its luxurious jewelry-grade 316L stainless steel design, available in a Gunmetal and Silver finish. Equipped with a Qualcomm Snapdragon Wear 2100 processor and exclusive HyperCharge technology, it offers incredible performance, making it the ideal device for the fast paced lives of the current generation.”
Though the market witnessed huge growth, the wearable segment in India is still at a nascent stage and is expected to evolve in all form factors.
Megha Mary- What is your USP?
Mr.Peter Chang- Innovation is at heart of everything we do here at Asus. We act with a global vision and a focus on local strengths, conditions and heritage.
At ASUS, we ensure that meticulous attention to detail goes into the creation of each of our products. We continuously strive to understand the consumer needs of the market we are present in, and that reflects in each of our products. We have devices suited for every category – from budget to mid-segment and, more recently, to the premium range. Each product from the ASUS stable showcases incredible design combined with advanced engineering. All this reflects in the end product that we are truly proud to present to the consumer.
Megha Mary-What are the marketing strategies and marketing mixes of the brand?
Mr.Peter Chang-Our marketing strategy is highly focused on the Indian consumer. Our products are very well suited to meet the changing needs of the Indian consumer both in terms of aspirational design and features such as extremely long battery life that are in line with the changing lifestyles and environment of the consumer here.
Our products are available in all channels across India both offline and online. We have 164 service centers across India and are constantly expanding our service network. We use media that is suitable to communicate about our products and services to the targeted consumer. Further, we also leverage our digital platform assets to engage with millions of users on our social media channels.
Megha Mary- What makes ASUS different from other brands?
Mr.Peter Chang- Innovation is at the heart of everything that we do. All our products, across business segments are backed by thorough research and development. At our Asus Design Center, we look into the users’ needs and expectations, making sure we proactively respond to the market trend via our local research and analysis. All our products are conceptualized and designed by our design centre, which wins hundreds of awards each year. In-fact this month alone we have won 15 accolades at the 2017 iF Design Awards.
“Being a strongly customer focused company, we believe in developing and providing cutting edge technology to our consumers. Our target audience includes both consumers as well as channel partners. Hence we serve all key segments of the market with offerings that are well suited to that consumer segment.”
We aspire to win hearts and minds of Indian consumers through our distinguished and superior offering.
Megha Mary- Does ASUS use any different marketing strategy in India?
Mr.Peter Chang- Our vision is to become the world’s most admired leading company in the new digital era. Our strategies and actions are aimed to further grow our brand equity, market share and distribution across smart connected devices in our portfolio.
“We will continue to launch highly innovative and differentiated products which redefine luxury with superior performance and cutting edge design made with high quality materials that make them very aspirational.”
Our customer centricity is also driving expansion and quality of our after sales service network globally. We are one of the very few brands that provide global warranty on laptops.