While computer manufacturers scrambling to build faster and more powerful laptops, the Taiwanese Asustek decided to change the concept and try something new laptops easier. And they seem to be right, since its Eee PC mini-laptop of $ 300 has been a great success.
For years Asustek has operated quietly as a manufacturer of components for computers, why not have the reputation of Lenovo and Acer. But thanks to the success of the Eee PC and some of its innovative designs, is close to entering the big leagues: in view of their sales on Amazon and Best Buy, already the No. 6 among laptop manufacturers, for 2013, expected enter the top 3, who currently hold HP, Dell and Acer.
What sets Asustek from other Taiwanese manufacturers is its focus on design, many of their designs adorn niche products. Lamborghini working with a striking line of computers (using the same materials as the Italian cars) were the first to produce notebooks covered with leather and recently presented its line of computers outside of bamboo (targeting consumers environmentalists). The idea is to make a tool latptop one personal item.
A Asustek is not without challenges: 1) the success of the Eee PC could erode the profits of the company – the margin is 10% to 15% when the company’s margin is 21.5%, 2) HP, Acer and Dell is about to introduce similar equipment, which would lower margins even more, 3) many think that the mini-laptops are very limited and could be a fad (are good to check email and surf the Internet, but not to play or share videos online.)
Their managers are aware of the problems and think they can maintain their market leadership by introducing more advanced models, using artistic designs and technological innovation.