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Asustek muscling in on tier-one notebooks

Asustek muscling in on tier-one notebooks

Taiwanese technology giant, Asustek Computer, is reviewing its channel coverage in Australia as it gears up to muscle in on the tier-one dominators with its notebooks and other mobility, networking and communications products.

Asustek's general manager, Asia Pacific sales and marketing, Benson Lin, said that components — including motherboards, video cards and optical storage — were the mainstay of its business in Australia to date. The company currently ships 30,000 motherboards per month in Australia — about 30 % of the market.

Asustek is well known amongst OEM assemblers and dealers for its components which are distributed by Ingram Micro, Synnex, Achieva CASSA/CellNet. Its wireless products are distributed by Core8.

It is not well known in Australia that Asustek employs more than 30,000 staff, is the fifth largest technology company in Taiwan, and manufactures a huge range of products.

Its catalog of products under the Asus brand stretches to more than 200 pages including PDAs, notebooks, servers, mobile phones and wireless networking gear.

It now wants to make most of them available in Australia.

"We are now setting up the total strategy," Lin said. "We are looking for more partners to increase our dealer base and expand our channel coverage. We are talking to our current components distributors as well as other potential distribution channels to set up our new strategy together.

"Increasing brand awareness is the key. We will be building up our local office and hiring local people. Asustek is going to have more sales people and engineers in every state." Asustek already manufactured for a tier one brand and could offer a quality alternative to the existing top tier players, for 5 to 10 % cheaper, Lin said.

Asustek's senior manager, Australia/New Zealand sales, Mia Tsai, said that CASSA and Ingram Micro had already sold Asus notebooks for more than a year now. They had yet to make any huge inroads on the market despite a "healthy performance."

"We have grown our notebook sales 200 % already this year but that was from a very small base," she said.

Tsai said that Asustek already had a repair centre in Sydney and this would be ramped up to achieve the service levels required to be competitive.

"We are aiming to have 24 hour turnaround on service," she said. "We are very serious about Australia. We are going to attempt to move Asus from very low brand-awareness to a tier one player."


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