ASUS’ strategies to gain substantial market share in All-in-One PC market in India

Infotech Lead India: ASUS targets substantial market share in All-in-One PC market in India.

According to IDC, ASUS is not in top 3 PC players’ list in India. Lenovo, HP and Acer are top three PC vendors in Q3. Lenovo has 16.9 percent market share in Q3 2012. HP took the second place with a 15.6 percent share. Acer has a share of 15.5 percent in Q3 2012.

IDC said the India PC market shipments for Q3 2012 (July – Sep) stood at 2.99 million units i.e. a sequential gain of 4.9 percent over the previous quarter while the year-on-year drop was noted to be at 5.4 percent.

To gain substantial market share in AIO market, ASUS has unveiled 4 All-in-One PC models in India. These include the ET2012IUKS (priced at Rs 30000 (excluding taxes)), ET2210INKS (priced at Rs 43000 (excluding taxes)) and touch screen models ET2012IGTS (priced at Rs 44400 (excluding taxes)) and ET2411INTI (priced at Rs 66600 (excluding taxes).

Vinay Shetty, country head – Component Business, ASUS (India), said: “The AIO market is growing at 7 percent per annum and we expect to gain a substantial market share in our focus segments. The Indian market is now getting aware of AIOs, their usability, and starting to adopt them in households as well as in commercial set-ups.”

ASUS is entering the market with a new strategy and will be targeting senior executives, medical practitioners, professionals and students.

For the go to market strategy, Asus will continue to work with its 136 partners across the country. The company will also engage with 27 exclusive and trained retailers.

ASUS will be launching one 27-inch touchscreen model later in the year specifically targeting gamers and media professionals.

ASUS will adopt a 2-pronged strategy for its metro and non-metro customers.

“We will work with local partners in Class C and D cities, and make the products available in select retail stores in metros. Our focus will be more toward the smaller cities because the real market for AIOs lies there and not in the metros which are already saturated,” Shetty said.

Asus expects its partners to make at least 10 percent profits on the AIOs. The company will train the partners under its Sales Promotion Incentive Fund program, conduct road-shows, and set up demo centers at retail outlets.


Model Name ET2012IUKS ET2012IGTS ET2210INKS ET2411INTI
CPU Intel G640 (SB) Intel i3 2120 Core i3-2120 Core i5-3450
Screen Size 20″ 20″ 21.5″ 23.6″
Memory DDR3, 2G, 2G x 1 H61, DDR3, 4G, 4G x 1 DDR3, 6G (2G+4G) DDR3, 6G (2G+4G)
HDD 3.5″ 500 GB 3.5″ 500 GB 3.5″ SATA 1TB 3.5″ SATA 1TB
Graphic On board AMD HD7470M, 1G VRAM NV GT610M, 1G VRAM NVIDIA GT630M 1G VRAM
WLAN 802.11b/g/n 802.11b/g/n 802.11b/g/n 802.11b/g/n
ODD Tray SMD Tray SMD Tray SMD Tray SMD
Camera Yes Yes Yes Yes
KBM Wireless Wireless Wireless Wireless
Accessories None None None Subwoofer
OS w/o OS (EGC) Win7 HP w/o OS (EGC) Win7 HP
Touch Screen  – Touch Screen Touch Screen
Service (Onsite) 3Yr 3Yr 3Yr 3Yr


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