ASUS strengthens presence in Kenya with new laptop models

Taiwan-based multinational computer, phone and electronics company AsusTek Computer Inc (ASUS) has moved to strengthen its presence in the Kenyan markets with the launch of new laptop models in a bid to boost its market share.

ASUS which is known for laptops specifically made for video gamers on Friday launched the ZenBook, VivoBook and TUF Gaming in a bid to elbow other players in the market.

Speaking in Nairobi, ASUS Regional Manager for Africa, Israel and Turkey Bora Aras said boosting the company’s operations in Kenya was an essential part of expanding its footprint in the East Africa region.

“ASUS is making a concerted effort to tap into the growing opportunities in Africa and bolster its operations in the region with strategic investments,” Mr Aras explained. “This is an important first step towards unlocking the East Africa region and eventually expanding our presence in the African continent.”

Mr. Benjamin Yeh, General Manager, PC & Gamimg for East Europe, Middle East and Africa, said the company was banking on its innovation prowess to capture the market adding that Kenya was ripe for such technologies.

“ Customers are increasingly looking at screen to body ratios when purchasing devices, we have taken that into consideration when developing our news laptop models . We believe this will give us a competitive advantage as we seek to grow our presence in Kenya and in other countries in East Africa,” said Mr. Yeh.

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According to Yeh, ASUS now controls 20% of the PC market in Kenya and hopes to growth this by introducing highly innovative products and expanded presence.

“We also seek to serve and eventually develop other regional markets like Uganda, Tanzania and Rwanda out of Kenya,” said Simplice Zaongo, the Business Development Manager for Eastern and Southern Africa, adding, “The Kenyan market has been receptive to our products.”

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ASUS established a legal entity in Kenya in three years ago with the express aim of growing its mobile Personal Computer (pc) business in the African market.

The company also runs operations Nigeria and South Africa.