Asus asserts its dedication to both its smartphone division and its customer base.
On Tuesday, Asus firmly refuted a media article claiming that the Zenfone series was being discontinued due to an internal company reorganization. The company released an official statement on the matter, stating that rumors about the Zenfone 10 being the final installment in the series and the discontinuation
of the Zenfone product line were entirely false. Asus emphasized its commitment to its smartphone business and customers, clarifying that they would continue to focus on their two main phone product lines: the ROG Phone and the Zenfone. The company pointed to their Q2 earnings call for additional details. This statement was prompted by a report by TechNewsTaiwan, which suggested that the Zenfone 10 would be the last phone in the series and that the Zenfone division would be shuttered, with its employees transitioning to the ROG phone team
Although Asus’ Zenfone series doesn’t achieve substantial sales figures, it has garnered a dedicated following due to its combination of compact design, impressive performance, and a user-friendly interface. Pre-orders for the Zenfone 10 commenced in the US last week, starting at $700. According to Asus’ financial report for the second quarter, phones contribute merely 2% to the revenue, while components constitute 34%, and PCs hold the majority at 64%.
As part of their restructuring efforts, Asus announced that their new commercial PC business unit would fall under the leadership of the head of the mobile business unit. This change reflects an expanded scope of responsibilities.
“We will uphold both these product lines [ROG and Zenfone]. However, internally, we will enhance the collaboration between these two product lines, allowing for more efficient allocation of research and development resources to support both lines,” explained S.Y. Hsu, Asus’ Co-chief Executive Officer. This statement was extracted from a transcript of Asus’ second quarter earnings, which was published by Seeking Alpha on August 11.
“Therefore, from the perspective of end-users, there will be no alterations to our phone lineup.”
