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.


CPUIntel G640 (SB)Intel i3 2120Core i3-2120Core i5-3450
Screen Size20″20″21.5″23.6″
MemoryDDR3, 2G, 2G x 1H61, DDR3, 4G, 4G x 1DDR3, 6G (2G+4G)DDR3, 6G (2G+4G)
HDD3.5″ 500 GB3.5″ 500 GB3.5″ SATA 1TB3.5″ SATA 1TB
GraphicOn boardAMD HD7470M, 1G VRAMNV GT610M, 1G VRAMNVIDIA GT630M 1G VRAM
OSw/o OS (EGC)Win7 HPw/o OS (EGC)Win7 HP
Touch Screen –Touch ScreenTouch Screen
Service (Onsite)3Yr3Yr3Yr3Yr


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