Robust India-specific service infrastructure, bolstered by its significant presence in the consumer PC market, has enabled Asus to provide exceptional service to its customers, a senior Asus India executive told FE. This extensive network not only meets the widespread demand of consumer services but also simplifies and enhances its ability to serve commercial clients. The dual capability has helped the brand strengthen its market position while reassuring commercial customers of reliability and extensive reach.
“We’ve created a made for India robust infrastructure for Asus especially focusing on back-end services,” Dinesh Sharma, Vice President, Commercial PC and Smartphone, System Business Group, Asus India said, adding “The commercial service ironically becomes relatively easier when you have a vast service network on consumer side.”
As the number two player in the consumer PC business, extensive service network is essential. Its vast scale necessitates a vast service network, and this extensive network for consumer services gives Asus a significant advantage in the commercial sector as well, Sharma reiterates. Commercial services tend to be more concentrated, and having a large consumer service network makes it relatively easier to cater to commercial clients. Thus, transitioning from consumer to commercial service was smoother for Asus compared to other brands.
“Commercial customers are more at ease when they look at Asus because the network that we’ve created on the service side is massive to be able to serve them anywhere.”
Catching trends
Asus began its commercial PC operations during COVID in 2020, a period of significant change. The timing allowed it to adapt to long-term trends and distinguish them from short-term fads that didn’t last, Sharma explains.
One key long-term trend is mobility. People now expect to work from anywhere, making laptops far more crucial than desktops. Another enduring trend is the role of laptops as essential communication tools. This shift means laptops are not just for work but also for connecting with colleagues, a change that’s “here to stay.”
Another significant shift is the reduction in travel and in-person meetings. While face-to-face interactions remain important, their frequency has decreased. Now, companies may hold quarterly in-person meetings but conduct monthly meetings virtually. This change saves both time and money. Efficient time management means more time with customers, which is crucial for any business.
In this new landscape, the devices we use must meet these evolving needs. Companies now require tools that support remote work and facilitate effective communication. Furthermore, the reduction in travel and increased reliance on virtual meetings mean that devices must be reliable and versatile, supporting both in-person and remote interactions seamlessly.
Asus’ strategy has been to develop and provide devices that align with these trends. By focusing on mobility, communication, and AI, it ensures its products meet the demands of modern work environments. The ability to save time and reduce costs without sacrificing productivity or connectivity is vital for all organisations.
Additionally, the rise of artificial intelligence is an important industry-wide trend that will have lasting impacts, Sharma said.
Asus is also leveraging new AI capabilities to enhance customer experiences on its platforms. One key example is AI noise cancellation, which it plans to elevate further, with the introduction of NPUs (neural processing units) in upcoming products. The idea is to facilitate faster AI adoption and making AI more accessible and convenient for users.
“We’ve been in the flux of change all the time. We’ve been at the right time where the change was happening and now the biggest upcoming shift is AI. From our perspective, the timing was actually very good, any later would mean that we would not have understood these shifts happening and the customer behaviour.”
No magic, just basics
There’s no magic to success, Sharma said, just basics. It starts with understanding the market and customer needs, then applying “our fundamental design thinking process. Whether we’re delivering a product, service, or solution, our goal is to identify the best propositions that others might miss. We dive deep to understand what’s required and how we can deliver it effectively.” Building a strong organisation and network of channel partners is crucial. A business cannot succeed without a great team and organisation. Leadership must have the right vision, policies, and processes to ensure operational excellence.
“All these elements are essential to deliver a high-quality customer experience, resulting in high satisfaction. This approach allows for steady, organic growth and provides a foundation to accelerate later.”
Asus has started manufacturing some of its commercial products in India. However, PC manufacturing is relatively new in India. Unlike other regions, India doesn’t have a long history of large-scale PC production facilities. “It’s not that there was a huge factory which was already making a lot of PCs. Because it’s a new space, the definite aspects of it are more confined to the production guys,” Sharma said suggesting there’s still some time to go before making PCs locally becomes more commonplace like smartphones.
“We are truly committed to our vision of becoming the best brand of choice in the commercial sector. This is not just a marketing statement but a mission we are dedicated to across the entire organisation,” Sharma said.
Moreover, it has pledged to be the most partner-centric brand in the market. This commitment is reflected in the “transparent systems” it has developed for its partners.
“There is no limit to continuously improving in every single area. We can improvise everywhere. The possibilities are open everywhere. And that is what is something that we are in constant search of like in search of incredible.”
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