Asus 2015 Annual Report Download - page 94

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constantly leads the industry in terms of product innovation, attaining high brand
value and consumer recognition. The 2015 research institute estimated the shipment
of ASUS laptop computers to take over 10~11% of the global market share.
(3) Short-term development of IT industry:
With the arrival of the cloud computing era, ASUS plans to introduce a series of
cloud computing-related services and products with a specific solution designed to
provide cloud computing for mobile computing, multimedia entertainment, and
electronic commerce. This solution will embrace the quality of portability,
ease-of-use, connection, and in-depth service, all reinforced to provide users with
information at their fingertips, anywhere and at any time. Professionals can use cloud
computing business tools to explore business opportunities and upgrade
competitiveness, while also sharing rich and diversified multimedia entertainment
with family members.
3. Business goals
The company’s strategic planning has matched market development trends in recent
years. ASUS generated sales revenue of NTD436.5 billion in 2015. In addition to caring
for the core businesses, ASUS will strategically initiate diversified business operations.
Sales of new products have grown by several-fold. ASUS will continue to serve
customers with world-class technology innovation, and excellent product quality as well
as a practical and stable business operation.
4. Competitiveness, advantages and disadvantages of development, and responsive
strategies
Industrial development and vision:
(1) Advantages
a. For the rise of mobile computing, lightweight and thin have become the trend for
laptop computers. ASUS computer development has been focusing on
effectiveness and energy saving since 2008, with a low power-consumption and
Super Hybrid Engine (SHE) technology developed as the best solution to the
demand for lightweight, thin, and powerful devices. ASUS has mature technology
ready for the market once the demand emerges.
b. The development in the laptop computer and tablet market will slow down in
2015 while consumers gradually grow more accustomed to using multiple
electronic products. This is expected to create more important impacts on personal
mobile computing devices. ASUS has invested massive resources in tablets and
leads the industry by launching new products, becoming the top-3 leading
manufacturer in the market. ZenFone was launched in the smartphone market
with excellent reviews and sales. Building on the support and interconnection of
products, ASUS will acquire competitive advantage in the changes of the
hardware industry.
(2) Disadvantages and responsive strategies
The increasingly serious global warming phenomenon is drawing attention to
eco-friendly issues and awakening interest in power-saving trends. Governments
have announced strict environmental protection provisions on electronic products
which have driven the power-saving effort for the industry; therefore, enterprises
must be able to respond to these global environmental protection polices for smooth