Asus has been trying to gain a hold over the budget market in India with its Zenfones. The company also came up with the Zenwatch recently. Here, we learn a little more.
The smartphone market in India has recently been infested by a surge in the budget segment. Starting with Motorola, more and more manufacturers are bringing devices to this segment and taking the competition to a whole new level. Among these is Asus, which has turned a number of heads with its Zenfone series (Zenfone 4, Zenfone 5 and Zenfone 6) of smartphones. The company has also been making big announcements globally with its Zenwatch, Zenbooks and tablet devices. It is quite evident that Asus is taking a whole new approach to the industry, leveraging areas where it already has a grasp to take steps in others. We got in touch with Peter Chang, Regional Head, South Asia & Country, Asus over email and asked him a few questions. Here's what he had to say.
1. With the Zenfone series Asus is targeting a select market segment below Rs. 20,000. Do you have plans to make higher end devices?
We launched 3 variants in July, 2014 in India. The series was introduced with targeting masses at large with 4, 5 and 6 inches variants. Within just two months, we have received tremendous response from the masses. The product delivers quality of a high end product yet is available at very competitive prices. We are now coming up with a 4.5 inch variant which will further offer our existing and prospective users a broad range to choose from. Presently, these variants would be our focus. Users may expect more from our second generation of the series.
2. Asus has stuck to its partnership with Intel and the new phones have pretty good performance. But do you plan to bring Snapdragon or MediaTek powered devices in India?
We value our partnership with Intel and have had great experience in delivering superior quality products together. We would be continuing with our association and our promise of delivering incredible along with Intel.
3. After the first batch of the Zenfone 5, Asus has started announcing the number of units it is bringing, like Xiaomi. Why the decision to bring in small stocks?
We have not been bringing in small stocks rather we have been bringing in stocks as and when they are available irrespective of following a pattern or trying to gain traction with flash sales. Our sole intent is to inform every prospective buyer about the availability of Zenfone Series. We had sold 40,000 units in just four days from launch in the country. We do not intend to displease our users and are trying our best to ensure the stocks.
Zenfone 5
4. How many units of the Zenfone have been sold in India so far?
We have almost sold more than one lakh units in India. The numbers are increasing every day and so is the frequency of the stock’s availability.
5. What is the company's target in terms of the number of units sold for Zenfones? (Zenfone 4,5 and 6)
As mentioned ahead, the target is to ensure a Zenfone for each aspiring buyer irrespective of any specific sales figure. In view of the phenomenal demand and continued response of the buyers, we aim to be one of the top 5 vendors in India by 2015.
Zenfone 6
6. You have been present in the tablet department for long, but why didn't we see Zen UI before? Are you also looking to build a community like Xiaomi?
ASUS has always been experimenting and upgrading their technology and products. We have launched different variants of the Fonepad series with constant technological updates i.e. Fonepad, Fonepad 7, Fonepad 7 Dual Sim and now we have introduced Zen UI in the all new Fonepad 7 which is available at a very competitive pricing and is targeted towards the masses.
As per the technological advancements, we will keep on inventing and upgrading our products and integrating new technology in them to offer the best to our consumers.
7. Will the Zen UI be seen in your tablets too now?
Yes, our newly launched Fonepad 7 features ZenUI. As per the functionalities of every gadget, we will ensure its availability in best suited devices.
8. Why the decision to enter the smartphone market now?
We have been working on entering this segment from long ago. As our design thinking begins with users, the smartphones were under very intricate testing for its every aspect. We introduced the product when we were completely satisfied that the device would add value for our consumers and deliver the incredible to them. Now as we have seen the response to our series, we would be bringing in the second generation of smartphones too to surpass what our users expect from us.
9. What is next in the smartphone range from Asus?
As stated ahead, ASUS is working on the second generation series of Zenfone and hoping to launch them soon.
10. Will you keep bringing in new tablets and 2-in-1 devices as well? What is next?
ASUS has been introducing different technologies ensuring inspiring innovation in every segment. We have pioneering in introducing hybrids and Ultrabooks and we keep up with delivering newer technologies for our users. Surpassing our innovations in hybrids, users in India can certainly look up to few additions by Q4, 2014.
11. Moving forward, do you plan to remain exclusive to Flipkart?
We are overwhelmed with the response that we have received with our association with Flipkart. We are elated with this approach and will keep updating our users on the availability of our products.
12. When will the new Asus ZenWatch be made available in India?
With our constant efforts to avail all the latest and forthcoming technological innovations at the earliest to the Indian masses, the all new ASUS ZenWatch would be available by Q1, 2015 in India.
13. The Asus MeMoPad 7 looks like a good device; will we see it in India?
Since the demand for 3G connectivity in India is huge and also of calling in the 7” tablet segment, so we will be focusing on Fonepad which carries most of the features and fucntions of Memopad but with inbuilt 3G/calling facility.
14. The new Zenbook and Eeebooks that have been announced at IFA. When will those be available?
The products showcased at IFA are already scheduled for launch. It depends upon the region specific product strategy and how they have been lined up. Their availability in India has also been scheduled and the information would be released in coming months.
15. If brought to India, will the tablets and smartwatch also be sold online?
We are receiving phenomenal response received from online platform and our extensive offline presence has always been our strength. Once the launch would be scheduled, we will have the best suited strategy planned in order to ensure reach across the country.
16. Are Asus Zenfones available in brick and mortar stores as well? We have heard from people that they bought it at Asus stores.
Along with the successful association with Flipkart, we are now leveraging our extensive channel and exclusive stores to further augment our reach and ensuring availability. We have been very aggressive with our retail expansion and we believe it’s best to leverage the same for our consumers’ convenience.
17. Could you tell us what percentage of the Asus market India accounts for?
We have 8% share in Notebook market and 5% in Tablet market. We want to have 10% share in both these segments by 2015. For smartphone market, we aim to be amongst top 5 by 2015
18. In using the e-commerce approach, how do you plan to create a buzz for your devices?
Every eCommerce marketplace has its own unique functionalities and brand value. Furthermore the reach in terms of cities from Tier III, IV is exceptional. Therefore, utilising these platforms serves the purpose and caters to larger audience. For creating buzz, we have been indulging in marketing initiatives to be visible to all our existing and prospective customers.
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Prasid Banerjee
Trying to explain technology to my parents. Failing miserably. View Full Profile
