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ASUS CEO Jerry Shen to Step Down as Company Shifts Focus to Gaming Phones

Jerry Shen, who has been serving as President and CEO of ASUS since January 2008, will be resigning on January 1st, 2019. The decision to step down from his long-standing position has come at a time when the company has confirmed that it will be revamping its smartphone business. With the departure of Shen, the company will be focusing on gaming industry products.

ASUS will be switching to a new co-CEO structure. Shen will be succeeded by Sy Hus, General Manager of the PC division and Samsun Hu, General Manager of the global customer services department. Shen has confirmed to Engadget that he will be joining his own firm named iFast, which will focus on AI (Artificial Intelligence) and IoT (Internet of Things). ASUS is reportedly planning to take a 30 percent stake in iFast.

When it comes to the smartphone business, ASUS will be targeting gamers and power users. This hints that ASUS fans will see more of ROG-branded gaming phones. ASUS has confirmed that it will not be discontinuing the ZenFone brand, as was widely speculated. In an official statement, the company said, “With regard to the doubts raised by some on the continuation of the ZenFone brand, we confirm that we will continue to develop the ZenFone series, while also aiming to expand the gaming smartphone market. We will focus on perfecting solutions for gamers and power users.”

The ZenFone 5Z and ZenFone Max Pro M1 have been received well by users in India. Last week, the company launched the ZenFone Max Pro M2 and ZenFone Max M2 phones, and it is rumored to debut the ZenFone 6 series at the Mobile World Congress (MWC) in February next year.

The new change in the company may significantly impact the overall profitability of the company. However, it aims to come back to usual growth by the second half of the coming year. In a bid to diversify its consumer business, the Taiwanese tech giant will be investing in different fields such as AI, IoT and B2B. The company is also planning to make strategic investments and mergers in the coming years. The company will be spending around $200 million to bear losses and for business reorganisation.

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