Video: ASUS is looking to grow its reach among different sectors in the region

How has 2021 been for ASUS in the Middle East? Which were the segments that recorded the strongest performance?

In 2021, ASUS embarked on a new journey towards being a preferred technology brand in the commercial PC business and ASUS Business is a new chapter in this pursuit. Our aim is to be a reliable commercial PC brand in the Middle East, offering a wide range of premium products, sales support and good service.

The idea for us is to empower all the users – whether that’s school and university students, or those working at government institutions, corporates and SMBs.

Digitalisation received a major push during the Covid crisis. How is that trend evolving?

The pandemic accelerated digital transformation and hybrid work models. It has altered the way we work, operate and conduct business. To stay ahead of the curve, organisations have adopted emerging technologies and are introducing new innovations. At ASUS, we have developed products keeping in mind the ever-evolving needs of users in specific professions in relevance to the post-pandemic scenario.

Also, how have customer preferences changed since the outbreak of the pandemic?

We witnessed a huge demand for lightweight and LTE enabled products and solutions from end-user verticals such as education and government after the outbreak of the pandemic.

To meet this demand, we introduced the ‘world’s lightest notebook’ with a 24-hour battery back-up. We were also quick to launch a new range of products that can enhance the delivery of remote learning environments.

In 2022, we are planning to launch some more new and exciting products.

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With growing competition, how do you distinguish yourself in the market?

ASUS’ commercial product series, called the Expert Series, has been developed keeping the users in mind. Each product is designed to meet the needs of specific user segments. ASUS has created a variety of products to match business and lifestyle requirements.

One of the key elements needed to succeed in a commercial business is service. Its impact on customers is massive because it directly affects their experience with the brand. We treat this as an ever-evolving functional area by listening to our customers and making advancements to serve them better.

While we already have certain core elements needed to support existing customers, we are also working on rolling out value added services which will help us approach a wider network of consumers.

Looking ahead, what are your plans for 2022 and beyond in the region?

End-user development is the major focus for ASUS Business in 2022. We have plans for each industry vertical including education, government, SMB and corporates.

Establishing connections with all the major educational institutes and devising end-user collaborative programmes will be one of our key goals in 2022.

For the government and corporates as well, our plan is to map all major end users and give them an exclusive product and service offering. To do so, we are planning to launch industry specific programmes.