Asus 2014 Annual Report Download - page 84

80
3. Business goals:
ASUS continues to develop products that meet market demands across diverse product
lines. In 2014, the company generated sales revenue of NT$436.3 billion, as sales of new
products continued to increase.
In addition to developing its core businesses in the near term, ASUS will initiate strategic
diversified business operations.
4. Competitiveness, advantages and disadvantages of development, and responsive
strategies:
Industrial development and vision:
(1) Advantages
a. Lightweight and thin notebooks are currently the trend, due to the popularity of
mobile computing. ASUS has been focusing on effectiveness and energy-saving
technology since 2008, with a low power-consumption and Super Hybrid Engine
(SHE) technology developed as the best solution to answer demand for
lightweight, thin and powerful devices. ASUS has mature technology ready for
the market as demand emerges.
b. PC and tablet demand is expected to wane in 2015 as consumers shift to personal
mobile computing devices. ASUS has invested heavily in the development of
tablets and leads the industry in new product launches. The company is currently
among the top three leading tablet manufacturers. In 2014, the new ZenFone was
launched into the smartphone market. Product reviews and sales have been
excellent.
(2) Responsive strategies
Growing public awareness regarding environment issues and conservation is driving
an interest in power-saving technology. Many governments have announced strict
guidelines for electronic products as part of a wider focus on energy conservation.
Enterprise businesses need to consider new global environmental protection polices
as they develop new products. ASUS has been researching and developing lead-free
and cadmium-free “green＂ motherboards since 2002, and the company has been
introducing other environmentally friendly policies and processes as it develops new
product lines. The first power-saving motherboard with a smart EPU (to save CO2
emission throughout the power-on process) was introduced in 2007.
ASUS has become a leader in developing green technologies. As green production
standards are adopted worldwide to help solve environmental issues, green
technology is becoming a driving force in the economy. Products in conformity with
the EuP directive are ‘green products with environmentally friendly design’ and can
be circulated freely in the European Community. ASUS products clearly
demonstrate a “green” competitive advantage.
ASUS was awarded the Enterprises Ongoing Business Development First Prize in
Taiwan in 2007; also, the company was the first technology enterprise in the world
to receive the EuP directive certification. An ASUS laptop was the first product to
receive Environmental Product Declaration (EPD), BSI Carbon Footprint, and EU
Flower certification in 2010.