Taiwanese electronics major ASUS, which set up its Indian operations around two year back, is now aggressively looking to increase its market share in Indian smartphone market.
ASUS currently has only 2.5 per cent share in the Indian smartphone market and hopes to increase it to almost 5 per cent in the next one year or so. It also aims to be amongst the top five smartphone providers in the country in the next one or two years.
It recently organised one of its largest meets in Bengaluru region with the presence of more than 350 plus partners to chalk out its future plan. During the meet, the company announced availability of its ZenFone 3 family of smartphones — ZenFone 3, ZenFone 3 Deluxe, and ZenFone 3 Ultra, and also unveiled its third generation of Zenbook series – ASUS ZenBook 3. The company is betting big on India which is one of the first countries to get a line-up of its new range of smartphones and ultra books.
The ZenBook 3 and Transformer 3 Pro will be available from October 2016 onwards across all ASUS exclusive stores, channel partners and online retailers. The newly launched smartphones will start at different price ranges.
“The Indian smartphone market is highly versatile and fiercely competitive with around 20-23 players competing one another. We are realising that the competition is very tough. Currently the Indian smartphone market is around 10 crore units a year out of which we have a share of around 60 lakh units. This market is growing fast and is expected to increase to 12 crore units in the next one or two years and we hope to achieve a share of around one crore units out of it. We are also having multiple city events in order to expand our reach and also recently roped in Bollywood actor Sonakshi Sinha as the brand ambassador for our digital campaign,” said Peter Chang, Regional Head, South Asia and Country Manager, System Business Group ASUS India.
ASUS, which is relatively a late entrant in the Indian smartphone market dominated by Korean and Chinese brands, is aiming to make its channel strategy very strong so that it can target more customers in each and every town and city of India. “We see great potential in the Indian smartphone market which is showing a healthy growth. We see smartphone growth not only in India but also across all the other countries in the region such as Indonesia and Malaysia. However, the growth in the laptop market is relatively slow when compared to the smartphones,” added Chang.
ASUS, which started as a computer mother board manufacturer in Taiwan, has more than 13,600 employees around the globe today with a Research and Development team of 4,500 engineers. The company’s revenue for 2014 was approximately $14 billion.