Asus’ Sri Lanka market share hits 40%

• Solidifies market leadership with latest launch of tech innovations

Asus and Republic of Gamers (ROG) Sri Lanka recently launched their latest computing innovations, including the world’s lightest Copilot+ PC, Asus Zenbook S 14 and next-gen ROG Strix and Zephyrus laptops powered by the Nvidia RTX 5000 series. This launch signifies a new benchmark for ultra-portability, artificial intelligence (AI) acceleration and next-generation gaming experiences in the country. Notably, Asus has seen its market share in Sri Lanka increase from 18 percent to approximately 40 percent in the past year. In concurrence with the launch, Asus Sri Lanka Country Product Manager Joseph Tsai sat down with Mirror Business for a brief discussion to discuss the recovering market demand, their market strategy and future plans for the Sri Lankan market. Below are excerpts from the discussion.

Q:Can you explain the timing of this launch, bringing so many new products to Sri Lanka at this time?

Every year, we launch new products. This year, chip manufacturers like Qualcomm have introduced very good solutions such as the Snapdragon X processors. For our ROG series, we’re featuring new Intel solutions, with the 5000 series graphics cards. It’s excellent timing because these technologies are very new. Our mission is to always bring the newest solutions to the market as soon as they are available.

Q:How has the demand been, especially considering Sri Lanka’s recent economic challenges?

Of course, the overall market capacity isn’t as large as that of our bigger neighbours. However, Sri Lanka has top-end users and technology enthusiasts, who want the latest innovations. While we may not bring in massive quantities, we must make these products available to meet that demand. The needs and demands of Sri Lanka should not be neglected; every market is valid.

Q:How has the market recovered in the past year and a half?

Our market share has seen a significant growth. In the second quarter of last year, it was around 18 percent; now, it has risen to approximately 40 percent. We had a similar launch last year, demonstrating that by showcasing the best solutions, including more affordable options for everyday use, we build trust. 

The users recognise that Asus provides excellent products across the board. Our strategy this year is a bit different. Alongside high-end products like Zenbook S 14, we’re also introducing more mainstream options like the 16-inch VivoBook, which includes AI. We believe AI should be accessible to everyone, not just a select few.

Q:You’re emphasising AI availability. Can you elaborate on that?

We want AI to be accessible to everyone. Products like VivoBook 16-inch include offline AI capabilities. Currently, many use AI through internet-connected services like ChatGPT or Google Gemini. Our solutions allow the users to get things done locally on their devices without needing an internet connection. We aim to be a pioneer in making this technology widely available.

Q:What’s the price point strategy for these new products?

Our entry-level pricing starts around Rs.250,000, though pricing varies across different channels. Last year, costs were higher. This year, we’re using the same chips in both top-tier and entry-level devices. This strategy aims to expand our reach from the top of the market to the broader consumer base. As the press release states, the new Asus AI PCs, powered by the Snapdragon X processors, start from Rs.254,490, while the latest ROG gaming laptops, with the Nvidia 5000 series GPUs, begin at Rs.1,112,990. 

While AI is still relatively new and can be somewhat expensive, we’re working to make it more affordable. With support from Qualcomm and our regional headquarters, we’re also providing training and educational resources to help users understand how to effectively use AI on their devices, beyond just using it for things like ChatGPT.

Q:How many employees does Asus have in Sri Lanka?

We have around six or seven people in Sri Lanka. I am based here and we also receive support from our headquarters. For this launch, we even have personnel from HQ here to ensure we can offer a wide range of options to the market.

Q:Have you received pre-orders for the new products?

Yes, we have. In some channels, the products are already available. Our rule is that the launch date, May 7, is also the on-shelf date. So, if someone finds a product interesting, they can purchase it.

Q:Is there a high market share in AI laptops in Sri Lanka?

Yes, our share in the AI laptop market is very high. Sri Lanka’s population isn’t huge and not many other brands are focused on AI here. We introduced AI solutions last year and we’re continuing to do so this year, with both the Intel and Qualcomm platforms. This consistent introduction of new AI solutions has made our products very popular.

Q:So, despite being a relatively small market, is Sri Lanka important for Asus?

While the market size, with a population of around 20 million, isn’t the largest, we value every country. We look at smaller countries, even those in Europe or other parts of Asia like the Maldives, in the same way. We want to provide the latest technology whenever it’s available. My presence here demonstrates our headquarters’ commitment to this market. We want Sri Lanka to be a key location for bringing new, top-tier solutions to the end-users.

Q:What are your future plans, especially with developments like the Port City potentially increasing demand for AI-powered devices?

If the Port City development increases demand, we are well-positioned to respond. Our manufacturing allocation is well-organised and we can introduce products from other sources if needed. If demand in Sri Lanka grows rapidly, we can get additional support from other Asus regions to ensure timely fulfilment.

Q:Any other plans for the near future?

We’re also focusing on gamers. We’re developing plans to build a community to bring gamers together. We are planning a video game tournament in Sri Lanka. This is part of our social responsibility, to support local gamers. It’s not just about selling products; it’s about providing them with the tools and capabilities they need.

Q:Do you see a significant demand for gaming computers in Sri Lanka?

It’s not a huge demand but through our dealer channels, we know that the gamers regularly inquire about specific components, like graphics cards. Beyond the gamers, there’s also demand from the creators and those who need powerful graphics for video editing and high-quality viewing experiences. 

The demand is increasing, driven by the growth of social media creators and influencers on platforms like TikTok and Instagram. We are paying attention to that demand.