Asus

ASUSTeK Computer Inc.: A Giant in the Tech World

ASUSTeK Computer Inc., better known as ASUS, is a Taiwanese multinational computer and electronics manufacturer that has been making waves since its founding in 1989. With headquarters in Taipei, Taiwan, this company has grown to become one of the world’s leading personal computer vendors by unit sales. But what makes ASUS so special? Let’s dive into their journey and explore why they stand out in a crowded tech market.

The Early Days

ASUS was founded by four former Acer hardware engineers, who saw an opportunity to innovate and create cutting-edge technology. One of the key factors that set ASUS apart early on was its ability to receive Intel engineering samples ahead of competitors. This gave them a significant edge in developing new products and staying ahead of the curve.

Strategic Restructuring

In 2008, ASUS underwent a major restructuring, splitting into three independent companies: ASUS (focused on applied first-party branded computers and electronics), PEGATRON (OEM manufacturing of motherboards and components), and Unihan Corporation (non-PC manufacturing such as cases and molding). This move allowed each company to focus on its specific strengths, enhancing efficiency and innovation.

Joining the Open Handset Alliance

The next big step for ASUS was joining the Open Handset Alliance in December 2008. This alliance aimed to promote open standards and interoperability in mobile devices, and becoming a member signaled ASUS’s commitment to staying at the forefront of technological advancements.

Product Diversification

ASUS has consistently expanded its product lineup over the years. From smartphones and tablets to gaming consoles and smartwatches, they have covered almost every aspect of consumer electronics. Their Vivo lineup, for instance, includes laptops (VivoBooks), All-in-Ones (Vivo AiO), desktops (VivoPC), Stick PCs (VivoStick), Mini PCs (VivoMini), smartwatches (VivoWatch), computer mouse (VivoMouse) and tablets (VivoTab). This diversification has allowed ASUS to cater to a wide range of consumer needs.

Environmental Initiatives

ASUS is also committed to environmental sustainability. In 2000, they launched Green ASUS, a company-wide initiative aimed at promoting sustainable computing practices. They have since received numerous certifications and awards for their efforts in this area, including EPEAT Gold Awards and EU Flower certification.

Controversies and Challenges

Like any large corporation, ASUS has faced its share of controversies. In 2008, they shipped laptops with cracked and unlicensed software, which was a significant setback. More recently, in 2019, Kaspersky Lab disclosed a supply chain attack affecting the ASUS Live Update software. Despite these challenges, ASUS continues to innovate and adapt.

Recent Developments

In May 2024, Gamers Nexus sent ROG Ally in for warranty repair due to a faulty thumbstick. Initially, ASUS denied the claim, but they eventually reversed course and announced continued warranty coverage and extended warranty for overclocking technologies. This incident highlights the company’s commitment to customer satisfaction and support.

Conclusion

ASUSTeK Computer Inc., or ASUS, has come a long way since its founding in 1989. From receiving early Intel samples to launching innovative products like the Vivo lineup and the world’s thinnest notebook, ASUS continues to push boundaries in the tech industry. While they have faced challenges, their commitment to innovation, sustainability, and customer service remains unwavering.