The PC industry is evolving and so are the buying patterns

Written by Sudhir Chowdhary | Updated: Nov 4 2013, 16:29pm hrs
Peter Chang is the regional head, South Asia & country managerSystem Business GroupASUS India. He believes in accumulating the qualities of each individual and commending their strategies and zeal in order to bring larger success for the organisation. The India country head intends to take the pioneer of the ultrabook segment (ASUS) to greater heights, complete and expand the foothold in the country in terms of organisation and channel. All things considered, he desires to attain tremendous market share growth in much shorter time with the appropriate people around. In a recent interaction with Sudhir Chowdhary, he talks about the companys growth strategy. Excerpts:

How has ASUS been doing in India in comparisons with the operations in other countries

Globally, ASUS is among the top-three consumer notebook vendors. We have recorded an exceptional growth rate all across the world. Our market share for the notebooks division in India is 5 to 7% presently and we are targeting to achieve 10% by next financial year.

We will continue to deliver on our brand promise of Inspiring Innovation, Persistent Perfection as we strive to become the worlds most admired leading enterprise in the new digital era. We intend to roll out products considering both the value and volume segment. With our products and initiatives, we are determined to touch the customers heart with incredible product, design, quality and service.

Phablets and other converged/new segments like our Transformer series have been welcomed remarkably. We wish to utilise these opportunities to attain greater share and deliver maximum value.

What is the strategy behind improving your market share in India

We at ASUS believe that the design thinking should start with the people. We work

towards designing the ideal experiences that inspire and compel. We needed to consider how we could meet the needs of our users more accurately. Therefore, considering our search for incredible, we have constantly launched new design innovations and excelled in introducing a series of one of its kind products.

We are the pioneers of the ultrabook segment and have also engineered the convertible markets with star products like the ASUS Taichi, PadFone, Transformer Series, to name a few. We focus on the mastery of technological innovation and design perfection. With sophisticated craftsmanship and technology, we have launched products that have created their own niche in the market.

There has been a phenomenal rise in internet and mobile users globally as well as in India. Social media is also on the rise. Against this backdrop, where do you see these technologies headed

Mobile technology has revolutionised the user behaviour significantly. Previously the devices offered were not so great in terms of the user connection. Today, companies are focused in delivering ultimate experiences with utmost quality to its customers. In the years to come, people will see a lot of divergence in terms of mobile devices and their variants viz. 6 inches, 5 inches, 7 inches etc.

Can central government schemes like cheap tablets or free laptops by some states bridge Indias digital divide

In terms of internet usage, India counts amongst the top five countries even though in terms of PC usage, India registers in the top 15. We believe that these schemes will help in the long run. The distribution of free laptops and tablets wont create an impact immediately but will eventually be of great help in raising awareness and increasing accessibility to the latest technology in time.

What is the technology differentiator that ASUS brings to the table

With sophisticated craftsmanship and technology, we have launched products that have created their own niche in the market. We relentlessly strive to be the No. 1 in terms of quality, speed, service, innovation, and cost-efficiency and be among the world class IT leaders; providing valuable contributions to humanity.

Our strategy has been to roll out offerings with technology and innovation at the forefront. From the build to the performance, we have focused on overall basis, so as to enable users have a superior computing experience. In order to focus on the high growth areas, we aim at having increased number of branches in India. Our focus has also moved to Tier II and Tier III areas. Furthermore, we have been quite upbeat about escalating our presence in Tier 2 and Tier 3 cities with our ongoing retail expansion venture. We presently have 90 retail outlets and intend to have 200 stores by the end of this financial year.

With a robust channel ecosystem including channel partner network, system integrations, value added retailers, national and regional distributors, ASUS also provides uninterrupted schemes and structures to further promote and empower them.

What will be your strategy going forward for the India market

We have developed our notebook, tablet, phablet and Transformer series with utmost sincerity and are constantly innovating in order to gain a substantial foothold. We anticipate being the foremost when it comes to touch devices. We are expecting 10% market share for the notebook market. Mobile

devices are gaining pace therefore from the beginning of this year, we have been giving attention to this segment as well. Earlier, we launched Fonepad and now we have launched the second generation Fonepad 7. We have other devices as well for the launch in this segment. We would also like to strengthen our unique offeringthe Transformer Series. We believe that the newly launched Transformer Book T100 will assist us in ascertaining this.