Asus is a Mission Driven Brand Focused on Conquering the Smartphone Market in India


Asus Mobile is a brand that likes to bet big and then prove its mettle. Earlier this year Asus made its intentions clear and announced that within the next 2 years Asus is targeting sales of around one crore smartphones. If Asus does end up achieving this target then that would give the Taiwanese company approximately 7 percent of the smartphone market share in India.


There is no doubt that Asus Mobile has made an impact in India this year. The company was reportedly selling 2,00,000 smartphones per month in the first half of 2016 and is poised to double that number by December 2016. It’s worth noting that in the first half of 2016 Asus Mobile had a 2.5 percent market share in India and is doing exceptionally well since then to achieve its intended goals.

Asus has the perfect product portfolio to succeed in the Indian market

While some industry pundits may call Asus’ goal a little too lofty to attain in such a short period of time, the data seems to support Asus.

According to a report from CyberMedia Research, the average selling price (ASP) for the smartphone industry (January-March) in India was Rs. 12,983. This same stat stood at Rs. 10,364 last year for the same period. This indicates that consumers in India are largely focused on buying smartphones in the mid-range price segment. And this is a win-win situation for Asus Mobile.

Peter Chang is the Regional Head (South Asia) and Country Manager (System Business Group) of Asus India and he stated that he was optimistic about the average selling price going up over a period of time. The ASP for Asus is approximately Rs. 11,000, which means that the Taiwanese company is exactly where it needs to be in terms of market demand.

The reason for Asus’ current ASP is its product portfolio which largely caters to the mid-range price segment. While other brands try to launch new products in the mid-range price segment Asus already has an arsenal of quality products in the market with more to come. This gives the company a unique position in the market and very few brands have this unique advantage.

These Asus mobiles are as good as any other product in their price segment

Asus has launched a few phones that have captured the imagination of the market, at least in their respective price segments. The Asus ZenFone Max and Asus ZenFone 2 Laser are two of the many examples have Asus products which have done exceedingly well since launch. The Asus ZenFone 3 Max ZC553KL is another Asus mobile that the Indian market is excited about.

The Asus ZenFone 3 Deluxe is one upcoming Asus phone that everyone is looking forward to. With specifications like a 6 GB RAM and a 23-megapixel primary camera, this will be the company’s most ambitious offering yet in the smartphone segment.

There is a lot more to Asus than smartphones


While Asus’ smartphone ambitions are well known and widely reported in the media not too many people seem to focus on Asus’ incredible rise in the gaming laptop segment in India. They will not be able to ignore the Asus Laptop business in India for too long because the company is poised to become a monopoly of sorts in this segment.

Mr. Peter Chang had recently revealed that Asus holds about 30 percent of India’s gaming laptop market share. The company is planning on achieving a 50 percent market share by next year. The gaming PC business is starting to pick up the pace in India. This market is currently growing at 30 percent per year. While this is inclusive of both desktops and laptops, the gaming laptop share far exceeds the gaming desktop share which bodes well for Asus.

With an ever increasing presence in the laptop, gaming or otherwise, segment and a mission-driven approach toward the smartphone business, Asus is slowly but surely becoming a consumer electronics brand to be reckoned with in India.