Can Asus Really Challenge Apple In The Tablet Market? Some Think It Can

For the past few years Asus has been expanding its business from motherboards and video cards to a complete series of notebook and netbook computers. Now the computer company is getting ready to challenge Apple and is coming out with its own tablet computer. The company is said to be reading a tablet computer that will be powered by Google Chrome or Android operating systems and also will provide a heavy dose of multimedia capabilities. In addition, the system maker is hoping to propel itself to the number 3 computer manufacturing spot by the end of 2011.

One recent article states:

Even as new projects beckon, Eee PCs remain a big focus. Asus says it continues to work on making the devices thinner, more reliable and more battery-efficient and is expanding the line, known for its casual, intuitive software, to be more business-oriented. “The netbook market is getting more mature, so segmentation is more important,” said Shih. “We’re trying to address more commercial customers.”

Asus now asks its employees to follow “human-centered design thinking” called STS across all its products. The approach stresses a transition from thinking about device features or “specs” to “scenarios,” meaning how a consumer will actually use the product. The strategy inspired Asus to bulk up its audio technology staff while developing its NX90 laptop, a sleek, aluminum-covered device meant to serve as a multimedia hub in a living room. These employees, known internally as the “Golden Ear Team,” fine-tuned the notebook’s audio-frequency software so that someone listening to classical music would be able to easily follow the strains of a violin, if desired.

After it conquers the living room Asus wants to place its products throughout consumers’ homes. “There will be many different form factors, depending on different scenarios,” said Shih. “We’re interested in making anything that can improve your life experience.”

With Asus and Acer pushing the envelope on development of computers and other devices, one can see how the folks in Taiwan are getting ready to replace such companies as HP and Dell here in the U.S. This shouldn’t come as any surprise since most everything else we now use in the U.S. is manufactured outside of our country.

Comments welcome.


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I have been writing for Lockergnome for eight years.

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  • Beach Boomer

    I am sure ASUS will make a good go of competing with Apple. However, it does strike me how Apple are leading the market with their technology: iphones & ipads.

    I have my own concept of the perfect internet device: either a bumbag and/or handbag that converts into an internet device so that surfing & typing can be done whilst standing in a queue at the bus/train station. Instead of a mouse I would place a rollerball at the back on the right side.

    If I was a designer of electronic devices that is.

  • David

    Actually, the Asus Eee PC T91MT is good enough right now to knock the iPad out of consideration for me. Multi-touch tablet netbook. At just over $500 configured with a 32GBSSD and 2GB RAM, 802.11b/g/n and Bluetooth running Win7 Home Premium, adding 3G capabilities would be a snap, if one wanted that (which I don’t).

    Then again, if I wanted to use the physical keyboard, a simple flip and rotation of the screen and it’s a normal netbook.

    A single-tasking mini-slate chained to the Apple Store instead of something like the T91MT? Not even on the horizon in my house. iPad? iPhad.