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Talk of the Day -- ASUSTeK Zenbook to duel with Apple's Macbook Air

Talk of the Day -- ASUSTeK Zenbook to duel with Apple's Macbook Air

In an all-out effort to challenge Apple Inc.'s Macbook Air (MBA) dominance in the post-Steve Jobs era, ASUSTeK Computer Inc. is scheduled to unveil Wednesday the first of its Ultrabook laptop lineup, probably to be named "Zenbook," local newspapers reported Tuesday. ASUSTeK, one of Taiwan's top PC vendors, will hold high-profile shindigs in both New York and Taipei to introduce its new ultra-thin, ultra-light mobile laptop, with the company's Chairman Jonney Shih and CEO Jerry Shen presiding over the events, the reports said. The launch of "Zenbook" will make ASUSTeK the world's second PC vendor to market Ultrabook laptops following the lead of Acer Inc.'s introduction of Aspire S3 in late September, according to the reports. The move by the two Taiwanese companies indicates their full support for the Wintel (Microsoft Windowns and Intel CPU) computer system and their ambition to take a bite out of the "Apple empire's" dominating MBA and iPad business, industry analysts said. The following are excerpts from the local media coverage of ASUSTeK's new product and market strategy: Economic Daily News: As part of its publicity campaign, ASUSTeK recently released a teaser site counting down to its Oct. 11 launch with the tagline "Good things come to those who wait." According to a report on the Italian technology website NotebookItalia, users who opted for the official ASUS Ultrabook mailing list were reportedly greeted with a window called "Zenbook Countdown." Consequently, some Internet users have speculated that the first ASUS Ultrabook laptop model will be named the "Zenbook" to accentuate the company's determination to market a new line of laptops featuring simplicity and elegance in design and function. ASUS CEO Jerry Shen revealed in late August that the company plans to launch five to six models of Ultrabook laptops, in screen sizes of 11.6 inches and 13.3 inches, at prices ranging between US$799 and US$1,999 -- cheaper than Apple's MBA laptops, which are priced between US$999 and US$1,599. Before the end of this year, at least three other major PC vendors -- Lenovo, Toshiba and HP -- are also expected to market their own versions of Ultrabooks. China-based Lenovo, for instance, is scheduled to launch four models by the end of this year, with Taiwan's Compal Group as its contract maker, industry sources said. (Oct. 11, 2011). United Evening News: Institutional investors forecast that ASUS' combined sales will exceed NT$95 billion (US$3.125 billion) in the third quarter of this year, up more than 30 perent from Q2, but its Q3 profit margin was forecast to fall slightly below Q2's 5.9 percent to around 5 percent. ASUS is scheduled to brief its investors on Q3 sales on Oct. 27. As the company will not only launch Ultrabook mobile laptops but will also market a new lineup of Eee Pad Transformer tablets in November, market analysts predict that ASUS' sales will remain robust in the coming months. (Oct. 11, 201). (By Sofia Wu)


Updated : 2021-10-17 10:25 GMT+08:00