Asus 2013 Annual Report Download - page 5

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I. Letter to Shareholders
Dear Shareholders:
Thank you for your long-term support and encouragement.
In 2013, the PC industry faced one of the greatest challenges in demand with shipments falling by 10
percent, globally. This decline was caused by a number of factors, including a sluggish global economy,
lacking demand, and increasing competition from the mobile computing sector with various mobile
form-factors entering the market place. ASUS understands that in a dynamic global technology
marketplace, consumers quickly adjust their personal definitions of product experience and value. With
a focus on innovation, ASUS continues to invest in expanding our world-class research and development
pipeline and strengthen our engineering capabilities. In the last several years, our product design and
operation management teams lead a dedicated global workforce leveraging concepts such as Lean Six
Sigma, Design Thinking, and aligning standards with ASUS’s brand spirit initiative, “In Search Of
Incredible”. As a result, ASUS continues to push the boundaries of innovation while setting new
benchmarks of quality and value in personal and business computing technologies. Despite wide
fluctuations in demand for touch notebooks in 2013, ASUS successfully maintained a steady growth by
adjusting our product portfolio to introduce high-quality innovations to the computer, tablet, and
smartphone markets. Our innovations and efforts were recognized by prestigious international
organizations and press. The operating result of 2013 and business outlook are as follow:
Financial Performance
The consolidated revenue of ASUSTeK Computer Group for 2013 was $NT463.3 billion, representing a
3 percent increase over the fiscal year. Net income attributable to shareholders of the parent company
was NT$21.449 billion, representing a 5 percent decrease over the fiscal year. For 2013, our
consolidated brand revenue (unaudited) was NT$421.4 billion, representing a 2 percent increase over the
fiscal year. Brand operating profit (unaudited) was NT$19.676 billion, representing an 11 percent
decrease over the fiscal year.
Global Recognition and Awards
Over the past 11 years, the Taiwan Global Brands survey (organized by the Bureau of Foreign Trade,
MOEA) has consistently recognized ASUS as one of Taiwan’s top three international brands. In 2013,
ASUS was named winner of the Taiwan Brand Value Award. The company set a new milestone
through its “In Search Of Incredible” company-wide brand spirit initiative, with brand value rising to an
all-time high of US$1.711 billion.
Globally, ASUS was honored with a record-high 4,256 awards in 2013. These awards acknowledged a
wide range of achievements related to innovation, brand image, customer satisfaction, customer
experience, corporate social responsibility, and environmental sustainability.
For corporate and brand image, ASUS received the 2013 Most Admired Taiwan Enterprise Award from
Common Wealth magazine, in the Appliances and Information enterprise category. Business Next
magazine presented ASUS with the 2013 Digital Service Enterprise Benchmarking Award, and the
company also received the 2013 Businessmen’s Ideal Brand Award from Business Today magazine.
Product Innovation
ASUS has received the “Taiwan Excellence Award” for 11 consecutive years. In 2013, the company
garnered an impressive 50 awards for products - six of which were named finalists for the Taiwan
Excellence Gold Award. Early in 2014, ASUS won 11 prestigious awards at the global iF Product
Design Awards ceremony in Germany, receiving honors in the computer, electronic communications, and
multimedia categories. A total of 16 products were awarded with CES Innovations and Engineering
Awards at the 2014 Consumer Electronics Show (CES) in the United States for our innovation and
engineering excellence.