ASUS readies battle plans for UK market sales drive


World’s fifth largest PC/laptop manufacturer aiming to replicate success with smartphones

ASUS insists it is now ready to make a genuine assault on the UK smartphone market, following a series of handset releases and upcoming reseller agreements.

The statement of intent was made by ASUS sales director Steve Hope during the launch of its new  ZenFone 4, ZenFone 5 and ZenFone 6 at an event in London on August 14.

Hope told Mobile News the Taiwanese firm, was in discussions with a number of UK operators over stocking its products for the first time, having already partnered with retailers Currys/PC World, John Lewis and Argos.

ASUS last month also signed an exclusive distribution deal with Exertis Micro P, who work with a large number of major retailers in the UK, and described its products as “top class.”

Hope told Mobile News: “I can confirm we have had discussions with operators about Q1 and Q2 business next year. We are looking to partner with mobile retailers and operators to ensure we have a wider breadth in the UK.

“We have a number of retailers to initially get these products on show and once people get them into their hands, they will start talking about the products and this will push sales.

The manufacturer, the worlds fifth largest retailer of PC’s and laptops,  has also been investing heavily in promoting its brand for the first time, with a large pop up store (pictured) at King’s Cross St Pancras station between August 11-16.

Hope admits whilst ASUS is not a recognised smartphone brand in the UK and a market share of below one per cent, he is convinced the firm can challenge, and expects to take a respectable share from its competitors within the next 18 months.

“A lot of people already know us and our market share within tablets and notebooks in the UK is impressive. We have done a lot more marketing around the brand and everyone now understands that our products are of a high quality and are reliable. It all sets us up to begin to grab market share from Q4 by 2015.”