ASUS Commercial PC Transformation: User-Centric Solutions for Enterprise, SMB, Education, Consumer, and Gaming

In 2024, the ASUS Commercial PC Division underwent an operations strategy transformation to align closely with three core values: adhering to user centricity, trust-based principles, and targeting diverse partner/customer needs. The aim of this reorganization was to make ASUS more responsive to customer requirements and to drive significant innovations in the rapidly evolving market.

We firmly believe in putting our customers first and making decisions with the aim of enhancing their experience. Trust is the foundation of our relationship with customers and partners, built upon transparency, communication, and consistent quality. Recognizing the diverse needs of our consumers across various industries, we strive to provide tailored computing solutions that meet their specific requirements.

Following the reorganization, our Commercial PC Division has adopted a Design Thinking approach. This is a human-centered innovation method that starts with understanding human needs and expectations and ends with the creation of impactful, innovative solutions. To gain a deep understanding of the needs of our diverse user groups, we segmented our product lines into five distinct categories: large enterprises, small and medium-sized businesses (SMBs), education, general consumers, and gaming users. This segmentation allows us to focus more on the unique requirements of each user group and what fits their needs.

To effectively implement this user-centric product strategy, the Commercial PC Division has established dedicated teams for each product line. These teams comprise members from design, development, marketing, and sales departments, enabling them to gain a deep understanding of market needs. Through continuous iteration, we ensure that our products are both highly effective and well-suited to the market, thereby enhancing our competitive advantage.

Our Diverse Customer Groups

Enterprise

For large enterprises, especially government agencies and companies with dedicated IT departments, we have introduced the ExpertBook B series and ExpertCenter B/D series. These products are specifically designed to meet the diverse needs of large organizations by including key features such as flexible customization, comprehensive hardware and software solutions, enterprise-grade security, and exceptional durability. By delivering stable, secure, and customizable solutions, we empower organizations to operate more efficiently and with greater peace of mind.

SMBs

For prosumers, small and medium-sized businesses without IT, and Bring Your Own Device (BYOD) organizations, our Expertbook P series, Expertcenter P series, and Expertcenter All-in-One P series offer key features to help meet users’ unique needs, including simplicity & consistency in design, AI-powered productivity, business-grade security, and business-grade durability.

Education 

For our customers in the education field, we have introduced the Chromebook CR series and ExpertBook BR series, designed to provide optimal support for both teachers and students. These products have been rigorously tested and fine-tuned for educational environments, ensuring they deliver solutions that closely align with the needs of educators. 

Key features include robustness and durability – our educational laptops undergo 28 military-grade tests, ensuring they can withstand the rigors of daily classroom use. Their modular design also makes them easy to repair and maintain. They are also designed with digital wellbeing in mind – to protect students' eyesight and promote healthy digital habits, we've incorporated eye care features and time management tools into our devices. These design elements ensure that our educational products are perfectly suited for classroom environments, providing teachers and students with a seamless and efficient learning experience.

Consumer

For individual consumers, we have designed products such as AIOs (All-In-One), home desktops, and Chromebooks with key features including aesthetic design, better performance, and thoughtful functionality. While these devices are often intended for family entertainment at home, they also need to meet the demands of working and studying from home. Therefore, our design DNA emphasizes not only excellent audio-visual performance but also includes full I/O (input/output) capabilities in both AIO and desktop models. This ensures that there are no compromises in functionality.

Gaming

For enthusiast gamers and those seeking excellent value, ROG and TUF gaming desktops offer key features including innovative gaming functions and customization for that personal touch. And we have improved our time to market, as gaming enthusiasts demand the latest, fastest, and best-performing products compared to general consumers. To achieve this, we always strive to launch the latest gaming desktops simultaneously with our partners to ensure market fit. 

A Long-term Operations Strategy

In 2024, our team made significant strides in optimizing costs across all product lines. By establishing a shared global resource pool, we've gained the agility and efficiency to effectively address fluctuating demand. This initiative has not only shortened our lead times but has also significantly improved supply chain efficiency, ensuring swift and reliable delivery of products to our customers.

When it comes to product value, quality remains our unwavering focus, driving us to achieve industry-leading standards at every stage. Our products are not only robust and reliable but also offer superior security, and comprehensive service support, setting our commercial PCs apart.

We've also embarked on a comprehensive commercial solutions initiative. Beyond hardware, we're integrating software and services to meet the diverse needs of our business customers. We are providing the necessary tools and services for enterprises, this includes the tools required for setup and deployment when receiving the device, as well as the management tools and maintenance solutions needed for daily operations, tools for machine loss recovery, and much more. Moreover, to stay ahead of market trends, we're continuously developing customer-centric software features and actively incorporating AI technology into our products to deliver smarter, more efficient solutions. 

The reorganization of the Commercial PC Business Division has provided us with a prime opportunity to redefine our position and strengthen our competitive edge. Our strategic focus is on meeting the specific needs of our target customers, leveraging our product DNA to deliver comprehensive solution packages, and driving growth in our commercial hardware business. 

To meet future challenges, we will remain steadfast in our commitment to achieving customer satisfaction, and continuously enhancing our products and services to maximize commercial value in the market.