Asus ramps up local presence

AsusTek Computer is bringing its expanded product portfolio to this year's Gitex. The vendor, better known for its motherboards and graphics cards, will display a whole range of products including desktops, notebooks, servers and networking kit.

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By  Greg Wilson Published  September 29, 2003

AsusTek Computer is bringing its expanded product portfolio to this year's Gitex. The vendor, better known for its motherboards and graphics cards, will display a whole range of products including desktops, notebooks, servers and networking kit.

"Asus has traditionally been a component vendor, but a few years ago we saw the need to expand our product range," says Yasir Alka'r, regional operations manager, Middle East & North Africa, AsusTek Computer.

"We're expanding into two main directions - the network and the consumer segment, where we have our notebooks, PDAs and mobiles," he adds.

In an effort to drive the enlarged product portfolio into the market, Asus recently opened an office in Dubai. The Dubai operation has improved communication and support for local partners, recruited additional resellers and helped to localise products for the Middle East.

"Localisation of our operations has been a key focal point for us over the last eight months," explains Alka'r. "Previously distributors used to avoid calling Taiwan if they had a problem simply because of the language barrier. Now we're here we can understand the market much better, express concerns and send feedback," he adds.

The local office has also been able to Arabise Asus' marketing material, including a local web site for partners.

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