ASUS is undoubtedly one of the big players in the technology sector, and it is also one of the best valued companies both in the general consumer market and the professional sector.
In the general consumer market, it has been able to adopt a very successful strategy, and that its ASUS ROG brand occupies a premium position and is synonymous with performance, innovation, design, style and build quality in the gaming sector, and its ASUS TUF brand focuses on keeping all those keys but adapting them to a more economical levelallowing you to reach a larger number of users.
In the professional sector, ASUS has maintained its philosophy of User-centered design, as well as those values of performance, innovation and construction quality, reinforcing them with a clear commitment for safety and functionality, which has allowed him to launch teams that certainly have not left anyone indifferent.
The ASUS ExpertBook series is undoubtedly one of the best exponents, because it combines an excellent level of performance with an ultralight format, a resistance with military grade certification and a set of features that allow you to optimally meet the needs of any professional.
In general, the evolution of ASUS has been very positive on all fronts, but the truth is that we have been wanting to know more. to understand How has the company achieved that growth? as a brand and as a company, and to find out what their plans and objectives are in the short and medium term, we had the opportunity to interview Dennis Hsieh, Country Manager for Spain System Business Group, who has been kind enough to share with us his time and to tell us some interesting details.
[MCPRO] ASUS was recently recognized as one of Fortune’s World’s Most Admired Companies 2023. First of all, congratulations! And now the question, what do you think have been the key factors that have led ASUS to achieve this important recognition?
[Dennis Hsieh] For us it is essential to continue betting on the ASUS Design Thinking philosophy and we believe that this is the main key to achieving this type of award. This philosophy translates into a user-focused conception and design process. Something that has allowed us to create a wide variety of products that have garnered international recognition. And this has led us to the fact that, in addition to being the number 1 brand of motherboards in the world and creating computers, monitors, graphics cards and routers, we have First-class design and R&D teams to develop innovative solutions for software, cloud computing or AIoT.
In the same way, this philosophy has allowed us to win other awards such as the Interbrand for Taiwan’s best global brand in 2022 and, also last year, the recognition of one of the best employers in the world according to Forbes.
[MCPRO] The end of the COVID-19 pandemic marked important changes on both a social, personal and professional level. Companies have had to face new challenges, and technology has once again been a fundamental support to face and overcome them. What is the value that ASUS offers to companies in this context?
[Dennis Hsieh] From our ASUS Business division we have made a very strong commitment to continue offering the best devices that respond to the new needs of companies. In this regard, we are determined to be a trusted provider for themsince we have the experience and knowledge necessary to provide them with the devices they require, with comprehensive solutions adapted to the specific needs of both small companies with more limited IT budgets, and large companies looking for other types of solutions.
[MCPRO] Laptops have become a key tool for millions of professionals around the world, and not only for those who work on the front lines, but also for those who need to be able to adapt to any situation. How has ASUS created value in this area and what, in your opinion, have been the most important advances it has achieved?
[Dennis Hsieh] The best example within this framework for companies is our Expert line, designed based on the dynamics and priorities of current companies.
In the current context, we believe that, in order to create value in this area, it is essential to bet on top-quality, ultra-light, durable business solutions that offer productivity and reliability without interruptions, and all this together with the fact that they are developed and designed with taking care of the planet and respect for sustainability into account. There, in that conjunction of factors, It is where we are creating value and where we want to continue creating it.
[MCPRO] The spectrum of professional solutions that ASUS offers today is very broad and remains in a constant cycle of improvement and evolution, something that is undoubtedly important to cover the needs of different professional profiles and different companies. In this sense, what is the strategy that ASUS is adopting to achieve greater dynamism and to adapt more efficiently to these changing needs in the professional sector?
[Dennis Hsieh] The world changes so quickly that the best way for us to adapt to the new needs that arise is to continue respecting our way of doing things. This means that, in order to always choose the best option and respond to how the sector evolves, we must continue to question ourselves continuously to obtain the best possible solution. Again, it is about applying that ASUS Design Thinking methodology that we mentioned for put users first and that this serve as a cornerstone to make the necessary decisions as a company.
[MCPRO] And speaking of the changing needs of the professional sector, what have been the most important trends that ASUS has perceived in the consumption habits of its professional clients in the last year? Do you think that these trends will continue throughout 2023 or that, on the contrary, there will be a significant change of scenery?
[Dennis Hsieh] We believe that the big trends, that is, looking for reliable, portable and powerful products that companies of any kind can trust, will continue and, also, that, of course, we are going to keep opening up to new factorsincreasingly relevant, such as the sustainability.
[MCPRO] We cannot finish without a question that seems very important to us, and very interesting, is there any news for future ASUS professional products that you can tell us about exclusively?
[Dennis Hsieh] We cannot advance anything concrete in this sense, as you will understand, but of course we can say that our work continues to be aimed at offering increasingly powerful professional equipment, but also lighter and thinner without losing any power. That is a clear direction to follow and that is where news will continue to arrive.
