With recently appointed country manager Jeff Kuo ably supported by Bennie Budler, with his extensive experience of the local market, the local operation has nearly doubled its staff complement in the last 18 months, creating a balanced blend of local South African employees who collaborate with their Taiwanese counterparts based here. The addition of marketing and public relations team has positioned it to broadcast its message loud and clear: this game-changing young brand is ready to shake things up locally, with its wide range of desktops, notebooks and tablets.
ASUS South Africa distributes its range of products through Mustek, Tarsus and Pinnacle, with products being available in outlets like Incredible Connection, Makro and HiFi Corporation, depending on each product's target market.
"We are introducing products that are innovative, advanced, and appeal to a wide range of South Africans," says Kuo. "As a premium technology company, we strive to make technology accessible to everyone, which is why we have top-quality devices customised for all segments, from the affordable T100 notebook, to the premium Zenbook."
With its unique Republic of Gamers (ROG) sub-brand housing gaming machines like the G20 desktop, the GR8 console, and the G751 notebook, the brand has entrenched itself firmly as a favourite in this high-demand, high performance niche by offering the best gaming experience. It's not only performance that ROG machines win – their slick design with ASUS brushed steel trademark swirl finish make them objects of desire, whether it's hardcore performance you're after, or whether all about the fantastic finish first, regardless of what's under the hood.
"I see the affordable segment of the market as the greatest opportunity for growth for ASUS South Africa," says Budler. "ASUS tablets are incredibly well priced for their high specification, and we're confident that they're going to disrupt the local market. Add in the fact that many ASUS devices are multi-functional – even at the entry level of the market, means that we are going to change the way that South Africans approach technology."
Increasingly supported by ASUS's global strategy, logistics and massive R&D investment, the local operation has set its sights on rapid growth in the local market, and it's not afraid to bring the technology big guns out to prove it. It is also working closely with technology partners such as Intel and Microsoft South Africa, to be able to offer great products at great value.
The company is set to host a massive stand at the annual rAge Expo from 10 - 12 October 2014, at the Northgate Dome in Johannesburg, where it will introduce several ranges of gaming-specific products, with a tease of technology that is still to land on South African shores.
"ASUS is working hard to build relationships within South Africa that will pave the way for even more of its technology to come to the country," says Kuo. "ASUS globally has a very specific approach to market expansion, and we are working carefully within that framework to achieve maximum potential in the local market. We are also using our South African operations as a springboard for growth in the SADC region, in collaboration with our partners who already have established distribution networks in these countries."