ASUS’ CEO, Jerry Shen, is stepping down from his seat of power. Shen, who has been with the brand for 11 years, will now reportedly be creating his own new company.
In an interview with Business Next, Shen says his stepping down is part of a “comprehensive corporate transformation” in ASUS that will begin next year. A change, Shen says, will enable the brand to focus more on gaming and power user markets, as well as AI technology.
Shen’s new company will be, as he describes, an AIoT (AI and Internet of Things) that goes by the name of iFast. Naturally, ASUS itself will have a 30% stake in the new company.
The restructuring also serves to help the brand to restructure the current state of its mobile division. A division that is currently putting ASUS US$160 million (~RM669 million) in the red. Specifically, the brand is planning on refreshing its Zenfone series, but will shift most of its focus on expanding its presence in the gaming smartphone division.
It makes sense for a company like ASUS, especially since the brand released its own ROG Phone earlier this year. The phone features some pretty premium hardware, including a overclocked Snapdragon 845, 8GB RAM, and a 90Hz OLED display.
To that end, mobile gaming hardware is still a relatively untapped and extremely lucrative market. Especially in the Asia Pacific region, where the mobile eSports market is quickly emerging.