Posted: 2.17.17 Ecommerce

From Humble Motherboard Manufacturer to Leading Digital Enterprise: ASUS Takes on the Global Consumer Electronics Space

By: Sean Garrity

The Crunch: Founded in 1989 with only a handful of staff, ASUS quickly grew into the world’s largest motherboard producer. A commitment to innovation charged the company forward into the consumer electronics space, and it soon became one of the top makers of mobile phones and notebook computers. At the annual Consumer Electronics Show, ASUS regularly nabs prizes in multiple categories, including recognition for sustainability initiatives like its PC recycling program. ASUS has dedicated itself to striking a balance between expansion and attention to environmental and community concerns. With strong corporate responsibility policies and a drive to continuously pursue technological advancements, ASUS is among the leading digital enterprises in the global tech economy.

It’s no secret having a solid corporate social responsibility (CSR) policy has become integral to a business’ success in the current socially conscious landscape. A 2015 study by Cone Communications noted more than 90% of millennials would readily turn to a competing brand if it was associated with an ethical cause.

Modern businesses know engaging in social and environmental initiatives is good for the world and bottom lines. Largely due to robust CSR policies and a dedication to sustainability, ASUS has evolved into a leading global enterprise.

Founded in 1989 as a small motherboard manufacturer, ASUS is now a major player in the consumer electronics space.

The company began as a humble motherboard manufacturer but quickly grew in be a giant in the tech space, now producing computers, computer components, mobile phones, and other consumer electronics. ASUS’s thriving culture and commitment to innovation helped the company consistently expand and create cutting-edge technologies.

Year after year, ASUS seeks to stand out from the competition and finds recognition for doing just that at top awards events like the Consumer Electronics Show, with multiple products taking home prizes in respective categories. ASUS is passionate about advancing the consumer electronics space and does so by staying true to its mission of building a better future through innovative and sustainable products as well as a socially conscious approach to business.

From Computer Circuit Builder to Leader in Consumer Electronics

Innovation has been a key component of ASUS since the company started in 1989. ASUS’s name comes from the last four letters of the word Pegasus, the winged horse of Greek mythology. The company’s name is apt. Pegasus has historically symbolized wisdom and inspiration for poets and artists. ASUS takes these concepts — creativity, foresight — and applies them to the technology it produces.

Started as a small motherboard manufacturer, ASUS quickly found fame after one of its motherboards was picked up by U.S. electronics giant Intel. ASUS then began to work closely with the global leader in computing semiconductors and found itself growing.

Today, ASUS is the number one manufacturer of motherboards in the world, commanding almost a 40% market share of the industry. With over 500 million sold since 1989, one in every three computers now houses an ASUS motherboard.

ASUS’s expansion into consumer electronics played a large role in the growth of the booming Taiwanese tech economy.

In 2005, ASUS began manufacturing its own computers, and today is among the world’s top three in the consumer notebooks market. The invention of the Eee PC™ in 2007 pioneered a major evolution in the industry because of the notebook’s low cost, making it accessible to a wide array of consumers. The company received more than 4,000 awards in 2015 alone for notebook quality.

ASUS is also one of the top smartphone manufacturers in the world and in 2016 was the fastest-growing mobile producer. ASUS computers make ingenious use of renewable materials, like leather and bamboo, and their proprietary power-saving Super Hybrid Engine technology has also won awards for its contribution to sustainability.

In 2011, ASUS introduced the Padfone, an Android smartphone device that included a tablet it can dock into. The user can switch seamlessly from viewing the phone’s screen to the tablet’s display. This revolutionary product was introduced at the same time as the company’s ultraportable notebooks, and both products have been a hit with consumers all over the world, creating new technology niches in which other companies struggle to compete.

When ASUS launched, the Taiwanese electronics industry was not a major world player. Now, it is the fifth-largest segment in the global industry. ASUS was a major contributor to the industry’s expansion after moving into every sector of digital manufacturing, including PC components, peripherals, notebooks, tablets, servers, and smartphones.

Winner of Eight CES Awards Illustrates Commitment to Innovation

ASUS has a tradition of reaching awards ceremony podiums, and the company continued this trend at the 2017 Las Vegas Consumer Electronics Show (CES). ASUS swept CES again with products across four competitive categories honored for outstanding design, engineering, and innovation.

ASUS’s ZenFone 3 Deluxe is filled with technology firsts responsible for its top-billing at CES. It is the first mobile phone with a fully aluminum body, giving it exceptional physical resistance. Inside, the phone boasts the exceptionally powerful Qualcomm® Snapdragon™ 821 processor and high memory capacity, making operation smooth yet rapid. The phone comes complete with the Sony IMX318 — one of the most robust cameras on the market.

ASUS’s dedication to innovation paid off at CES 2017 with numerous products taking top prizes in their categories.

The ASUS Designo MX34VQ monitor also garnered recognition at CES. This curved, UltraWide monitor has almost no protruding frame or bezel, giving the design a special elegance. The screen’s unique design provides exceptionally realistic images.

Computers in the ASUS Zen line of products won prizes, like the Vivo AiO V221, an all-in-one PC with an advanced audio system, high-definition screen, and powerful components. The ZenBook 3 laptop won first place in its category because of its powerful Core i7 Intel processor which comes delivered in an exceptionally lightweight package.

The new Republic of Gamers (ROG) gaming computer line, including the ROG GX800, ROG Maximus IX Apex and ROG Maximus IX Hero, and an upcoming ROG gaming laptop, all took top prize in their categories. The ROG computers offer the latest and most powerful Intel processor combined with up to two of the fastest graphics cards on the market for the best gaming performance.

ASUS’s sweep of the 2017 CES awards wasn’t a surprise to many. The company is dedicated to advancing the tech space, and its products have a rich tradition of being recognized at shows like CES.

A Culture Passionate About Pursuing Technological Advancements

Much of ASUS’s success is guided by employees who exemplify the company’s core values. In the words of ASUS Chairman Jonney Shih, the company is “passionate about technology and driven by innovation. Our search for incredible is about persistence — it’s a never-ending quest for perfection.”

ASUS has a thriving company culture dedicated to advancing the tech industry while maintaining a strong CSR philosophy.

ASUS places great importance on its driving principles: humility, integrity, diligence, agility, and courage.

Humility is demonstrated by showing personal responsibility, respect for others, a strong team spirit, and trying to improve oneself. Employees showing ASUS-level integrity are honest, sincere, and have knowledge of their strengths and weaknesses. Diligent members of the ASUS team develop open professional relationships and help pull colleagues together to create maximum customer value.

Agility is a focal point for ASUS, as understanding situations quickly and acting swiftly to get the best results and take advantage of opportunities is integral to their mission. The company’s final core principle, courage, involves confronting problems, maintaining a constructive dialogue, and controlling decision making.

Social Responsibility & Sustainability Policies to Build a Better Future

For the past 10 years, ASUS has sponsored a PC recycling program that not only keeps computers out of the trash but also refurbishes and provides them to those in need. Working with METech, the program has made hundreds of computers available to people in Taiwan and the U.S. It’s this kind of dedication to a solid CSR policy that sets ASUS apart from the competition and keeps customers loyal.

ASUS also provides PCs to schools in a number of countries, including Russia, the Czech Republic, the Netherlands, and Germany. The company cooperates with organizations like N-21, the official Dutch institution that provides computer hardware to schools. With ASUS’s support, schools are able to incorporate the latest technologies, such as Web 2.0, into their teaching methodologies and to help children learn how to use the web.

Dedicated to advancing green technology, ASUS, along with the world’s first lead-free and Halogen–free motherboard as well as the first Halogen-free full-HD Monitor, became the first notebook manufacturer to receive the Environmental Product Declaration and EU Flower Eco certificates. ASUS was the first among the Top 10 IT manufacturers to receive the Japan Eco Mark.

Today, ASUS-exclusive technologies are continually being designed and improved with a goal of environmental conservation in mind. At the company’s core is integrity, and this is displayed through a dedication to innovation, quality, service, and care for the community. ASUS shows no signs of slowing efforts to help shape a better, more sustainable future for its industry and the world.

About The Author

As a contributing editor at DealCrunch, Sean Garrity uses his extensive experience researching and writing for numerous publications to write in-depth features on retail industry innovations. His passion for learning about the latest trends and technologies helps him share up-and-coming solutions with the retail community.

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