Global technology brand Asus, will work and invest in New Zealand in order to make its products more accepted within the business sector. According to David McKean, NZ retail account manager for the SYS group within Asus, the company will look to shift its current contribution of 25 per cent from the commercial base to 45 per cent in the next three years.
“We have been traditionally known as a consumer brand in this market. However, we do play in the commercial area, and we cover about four categories or markets within the commercial sector, all the way from enterprises to small companies. We have resellers selling into these markets. Right now, the mix is about 75 per cent consumer. Moving forward, we would like to make this 55 per cent consumer and 45 per cent commercial, in the next three years,” says McKean.
In line with this, Asus is investing in the New Zealand market, including expanding its current team.
“We are improving our engagement in the market. It is a key market for our long term objectives. We have grown from a single person to four members concentrating on the New Zealand market in the last 12 months. I would love to grow the business to a level where we need 25 people in the office. But this depends on the feedback we get from the market as well,” says McKean.
As part of the push, the company will work with its channel partners to educate and train them on its range of commercial solutions to enable them to sell more into the market.
“In New Zealand we previously didn’t differentiate between channels that sold retail and partners that addressed the commercial market. In the last 18 months that has changed and we have a roadmap that includes dedicated commercial products and retail products. This is reflected in the channel agreements as well.
“We work with a range of channel partners for the commercial segment in NZ. The actual numbers can vary from year-to-year and quarter-to-quarter. Early in April we did a structured training program for our channel partners, and we want to do that at least once every six months going forward.
“We will use these programmes to introduce our new products to the partners and also help them to address the market better. We will also be doing in-store training and educational pieces. All together, that would make for a multi-faceted approach,” says McKean.
Vivian Hung, ANZ country manager and regional head for SYS at Asus adds, “We are not simply chasing after market share. We want to design the most beautiful products out there and give end-users, across the spectrum, whatever they want. We already spend 2 per cent to 3 per cent of our revenues on research and development. We don’t want to be limited by consumer or commercial markets. We want to always deliver what the end-user wants and that is what we focus on.”