ZenFone, ZenBooks, ROG and more: the story of ASUS


The newest chapter in the history of technology caters to many requests. It is about ASUS , which is present in various industry segments, but especially in recent years, has been increasingly prominent.

Do you want to know how it started and how it got here? Check out in the video and in text form all the trajectory and diversification of ASUS products.

A great student

The story begins in 1989 in Taipei, the capital of Taiwan. The engineers quartet TH Tung, Ted Hsu, Wayne Tsiah and MT Liao, along with other collaborators, was part of the manufacturer Acer  when he decided to go out and open his own company.

The name ASUS comes from the second half of the word Pegasus, the winged horse of Greek mythology, linked to wisdom and knowledge.

In addition to having far fewer features, the ASUS team did this from scratch and “in the race,” without having access to the original chip.

The difference between the two? In addition to having far fewer features, the ASUS team did this from scratch and “in the race,” without having access to the original chip. Intel was impressed by the result and this was the beginning of a great partnership, including early access to the brand’s processors. This also guarantees a reputation for ASUS to make motherboards in the future.

If it worked? In this sector, it was first placed on the market in 2003. In 1995, it began in another area that would be one of its main ones, that of video cards. In ten years she has also become the leader of this segment.

The diverse line of PCs

And soon she also started releasing computers to the consumer market. The first notebook from ASUS was the P6300, from 1997, more focused on productivity at work. He was soon succeeded by the Grandio and Allegro lines.

The Asus P6300

And there are two very curious stories about notebooks. In 1998, ASUS models were taken to be used at the Russian Mir space station and lasted 600 days without defect. Already in 2007, they were the first to be used running good on top of Mount Everest.

But one of the most famous families of ASUS PCs is even Vivo. And that line involves desktops, all in one, mini PCs and more.

In 2007, she introduced the world’s first netbook to the Western world, the Eee PC 701. He excelled in being small, cheap and coming with Linux, taking the name of ASUS to the United States and other markets on that side of the world.

Asus Eee PC 701 4G

The three “Es” formed the acronym for “Easy to learn, easy to work, Easy to play”. This line was closed in 2013 and then revived in 2015 as the EeeBook.

In ultrabooks, ASUS is present with the ZenBook line. The first came out in 2011 to fight directly with the MacBook Air, highlighting the aluminum chassis. Another highlight is the U36 notebook, which in the same year was considered the world’s thinnest 19 mm thick.

And there are families K, X, E, Q, B, V, F, and A. Not to mention Bamboo, who was full of style and ecologically correct. In 2014, there were still two editions of Chromebooks. ASUS has become the third largest notebook manufacturer in the world.

The curious Bamboo model

On tablets, she has always been adept at hybrids with the Transformer line and the Taichi 21. She has also introduced the Memo Pad, a cheaper alternative to this market, but has suffered some criticism.

The nation of games

In 2006, ASUS founded a sub-market to deal with hardwares gamers, and many people there know it very well. Republic of Gamers was born, or ROG. It has launched notebooks, motherboards, peripherals in general, monitors and video cards.

That same year, she partnered with Lamborghini to launch high-end products named after the automaker. The first fruit of this partnership was the Lamborghini VX notebook, and it won several generations.

There was another partnership in 2006: a bizarre joint venture with Gigabyte. Well, today’s tough rival has spent about a year mounting strategies of this union to produce video cards and motherboards. It was broken up months later by several factors and they returned to be competitors.

Rethinking the market

In 2008, the company underwent major changes and was divided into three companies. ASUS was left alone with computers, mobile and other electronics. Pegatron has become the manufacturer of components and peripherals. And Unihan, which was part of Pegatron as a subsidiary, focused on off-the-shelf modules and products such as audio and video.

Currently, more discreetly, it also participates in GPS markets, receivers, sound cards, routers and servers. And like many other brands, the company is also in the cloud computing market with ASUS Cloud. The data transfer and storage service already serves 40 million people.

In the mobile market

In the mobile world, ASUS did not start making too much noise. She launched several models with Windows Mobile in the 2000s and others for very specific Asian markets.

Then came the PadFone line. The first came out in 2012 with 4.3-inch screen and the possibility of being 3 in 1. Pear, 3 in 1? Yes, it could be docked in a dock that turned it into a tablet, and also into a keyboard accessory that made it turn a notebook.

The PadFone X

This with a smart display that changed the interface when it turned those larger devices. He had successors PadFone 2, Infinity and X.

The ZenFone family

Quickly, the company became one of the giants in the industry. The launch in Brazil was in the same year and marked the company’s first major event in the country. Then came the models ZenFone 5 and ZenFone 6.

ZenFone 5

Advancing in time, ZenFone 2, the second generation, was the first in the market with 4 GB of RAM. And soon ASUS began to diversify the family. Currently: ZenFone Zoom, which has improved camera; The Deluxe version, with better technical specifications; The Max, which has a battery of very high capacity; And Laser, with laser autofocus and faster still sharp photos. Those who do not like to spend a lot still can bet on the ZenFone Go line.

ZenFone models are increasingly diversified

And the fourth generation has just come out of the oven, now in August 2017. All in all, there are six variants, two of each model – ZenFone 4, ZenFone 4 Max and ZenFone 4 Selfie. All have a double rear camera, but the Selfie has a very interesting differential: 4K on the front camera.

And there’s also ZenFone AR, ASUS’s entry into the world of augmented reality with Google’s Tango project, and the world’s first with 8GB of RAM. The interface of all this galera is the Zen UI, that is own of the company.

ZenFone AR, ASUS’s entry into the augmented reality market

The brand was heavily criticized at the start of the ZenFone line for Intel Atom processors. The problem is that they were incompatible with various services, because of the different architecture. For the second generation of ZenFones, Intel reduced efforts in mobile chips and ASUS bet on other brands.

Other recent projects

In partnership with Google, ASUS was responsible for manufacturing the Nexus 7 tablet in its two generations. She also made the Nexus Player, a media player with Android TV that was discontinued after two years of sale.

ASUS also ventures into the smart watch market. The ZenWatch  already in the third generation and has a more visual in the footprint of traditional wrist models.

The robot and personal assistant Zenbo

But one of the most curious current designs of the brand is even .

“>Zenbo , a little robot with face and a .”>wheelbase that serves as a companion and personal assistant.

Currently in command is Jerry Shen, who has been the chief of operations since 2008 and has excelled by involvement in the Eee line. But the most famous figure is even the charismatic president Jonney Shih, who is always very excited at the brand’s conferences, and you’ve certainly seen some video of him out there.

All the excitement of the president

All in all, ASUS had $ 13 billion in revenue in 2016 and is continuing to expand. Last year, it was considered the most valuable Taiwanese brand on the market.