Asus today is one of the technology giants and is well known not only in the computer parts segment but also in the smartphone segment. In this article I will cite the highlights of the company's history, from its first releases to the most current.
1989 – The beginning in Taiwan
It was in this year that the company started in Taiwan, an island with an equally interesting historical past and is surprising by the rapid economic growth, especially in the area of technology, in recent decades. And four former Acer engineers founded Asus' headquarters in Taip City.
A key piece of Asus, and current president of the company, Jonney Shih, told Engadget that one day, in a coffee shop, the founders came up with a small but pretty company. So, they decided to create such a firm, or what would be known today as startup. Despite the difficulties at the beginning, Asus managed to grow and spend the first years of existence with investments in highly skilled labor and persistence.
Among the founders were TH Thung, Ted Hsu, Wayne Tsiah and MT Liao, they started the company in April 1989. And even though Jonney Shih, an important name for Asus history, had not participated in the foundation, he had been present since the beginning helping in other ways. Shih was Acer's chief engineer at the time, having held leadership positions for 12 years there. But his companions kept asking for his help and wanted him as leader of Asus.
Even with your friends looking for advice and demonstrating that they wanted them as their boss, Jonney was convinced to stay at Acer, who was experiencing financial difficulties and asked him to stay.
The name Asus comes from Pegasus, winged horse of Greek mythology.
What does the name Asus mean?
Asus a part of the name of Pegasus, the winged horse of Greek mythology. He is the symbol of immortality, also related to wisdom and knowledge.
The name chosen by the early founders was PegasusBut it didn't take long for her to be called Asus. The reason for the change? Appear ahead in business listings and catalogs, since A appears before P alphabetically.
1991 – Crisis in the early years
Already at first she was promising, in 1991 they released a motherboard for the Intel 486 processor at a date very close to IBM, the first motherboard manufacturer. Most surprisingly, Asus did this without having a prior notice from Intel, it just did based on information from the company. This surprised Intel so much that it began shipping CPUs in advance for future manufacturing. This partnership was made official in 1992, shortly after Asus began manufacturing boards for Dell, HP and Sony.
The launch of the EISA 486 board surprised and made the board the most popular in the world at the time. A very important milestone for a company with little time in the market.
1992 – Jonney Shih leads Asus
Jonney Shih joins the team of four engineers and finds an unpleasant scenario. He says he arrived at 5:30 pm one day at headquarters and found no one working, a situation he found very worrying for a supposedly ambitious startup.
To solve the situation, he ran after talent that could make the company grow. He got a list of graduates from the university he attended and called them one by one trying to convince them that they would learn a lot by joining Asus. Many of those who answered Shih's call eventually joined.
It is possible to realize his importance in the company even today, he is an executive who shows great vigor when talking about the multinational and does it very naturally. Below a conference that appears full of energy featuring products, the video was edited by Trusted Reviews.
1995 – 1997 – Leader in Plates Me
Already in ninety-five the company becomes a leader in the manufacture of motherboards, that same year they launched the first board with two Intel Pentium sockets, the PCI / I-P54NP4. This year begins its investments and studies in notebooks and already in ninety-seven launches its first notebook, the ASUS P6300.
Another big step for the company was to become a company with its public shares, trading them on the Taiwan stock exchange.
1998 – Asus goes to space
Two of the company's notebooks went into space, literally. Asus has sold two of its notebooks for use at the Russian space station called Mir. The notebook model was P6100, and according to Sergei Avdeev, one of the astronauts who used computers, Asus notebooks did not overheat like those of other companies at the time. The notebook lasted 600 days without defect.
Until 2001, Mir station was of fundamental importance to society, where thousands of experiments and discoveries were made. It was launched when Russia was still a Soviet Union and received support from other countries in the nineties, becoming international station.
2000 – 2004 – Multimedia Devices
The Green Asus initiative is launched, which indicates some attitudes of the company towards the environment, so as to mitigate the negative impacts of the manufacturing of technological parts. For this, the company promises to always be thinking about the design of its products so that they are easy to reuse and recycle, besides other measures.
During this period, it is becoming even clearer that this would be a major multinational, operating in China, the Netherlands, the United States, the Czech Republic, Australia and Japan. We began to see efforts to become a technology giant by diversifying into manufactured products.
In 2003 they announced the J100, 3G flip phone and at the same time launched a device with the idea of being a portable computer, the Pocket PC. In addition, also began to invest in other multimedia devices.
Later, in 2015, I would comment that by then they knew that mobile phones would become something essential for people's daily lives and began to develop technologies aimed at it. At the beginning they were also concerned with securing the patent rights essential for the future manufacture of these devices. This was a long-term strategic decision.
And this was done while expanding a market that already dominated, at the same time, launched the ASUS A8N-SLI Deluxe, the first card capable of running with two Nvidia video cards at the same time, which became known as Nvidia SLI.
2006 – 2009 – Brand Division
It was in 2006 that the Republic of Gamers (ROG) sub-brand emerged, now widely known for high-performance gaming hardware. So also came the first motherboard designed for overclockers and game enthusiasts, the ROG Crosshair.
And in the following years, she was responsible for some innovations in the computer world, bringing a station to the video card. ROG XG station, the first board to come to me with liquid and air cooling system, and even partnered with Lamborghini to develop the notebook ASUS-Lamborghini VX.
In 2008 the company reorganized the company structure by creating Pegatron and Unihan Corporation. Pegatron is an OEM focused on manufacturing products that are used by Asus and also sold to other companies, and Unihan focused on services and needs unrelated to PC manufacturing. According to Marcel, Asus Global Marketing Director, this division marked much for the company and was a key point for brand development.
A year later it would strongly mark a current market trend, the ROG EAH4850 / 4870 Matrix video card was the first to come with a two fans in a design that justified the use of both fans. Other brands had already placed more than one fan, but insignificantly, nothing compared to what was done at that launch. I even wrote about it in Adrenaline, we found this cooling model in the newsroom, take a look.
2010 – 2011 – The Mysterious Product
Already entering the decade that we live, we began to see greater efforts to bring smartphones, besides of course having many investments me boards and technology focused on computers. Already in 2010 she launched the Garmin Asus Nuvifone M10, a smartphone with Windows operating system. Although its Microsoft partner discontinued Windows Phone years later, Asus was an important step in reaching today's level, as it was a market that required years of planning.
Following the short success of tablets, however comprehensive, the Eee Pad Transformer has been released. It was a tablet that came with a dockable keyboard, working like a netbook. According to the company, it was the first of its kind in the world.
In 2011 introduces the first Zenbook Ultrabook, with the UX21, high-end notebook that at that time already used SSD for system installation and came with 128GB, giving the option of 256GB in the UX21E version.
At the time, tablets were still on the rise and some people still believed in their potential; on the other hand, the smartphone market was also on the rise. So, to take advantage of these two markets, the company launched the Asus PadFone, a device that came with a smartphone and, when connected with a base, became a tablet.
2014 – 2016 – The first ZenFone 5
But it was in 2014 that Asus became well known here in Brazil, when it brought the ZenFone 5, a smartphone with good specs at the time and affordable price. In its launch, the company even made a promotion that sold the first units for $ 500 here in the country, was an excellent opportunity for those who wanted to have a smartphone at the time. Below is one of the first videos from Brazil about the device.
He brought 2GB of RAM, a 1.2GHz processor and for the 5 inch screen he brought Gorilla Glass 3. The main camera was a single 8MP, and the front 2MP at the time there was little talk of bringing two Cameras for a smartphone. Although quite simple specs for today, the ZenFone 5 was considered an intermediate smartphone, bringing twice as much RAM as its competitor Moto G and at a lower price.
Bringing a mobile phone at such an affordable price has meant that many consumers could have a slightly better handset than a low-priced handset and has made the brand well known in the mobile handset market. Going forward Asus would invest more in smartphone lines.
ZenFone 5 has come cheaper and has better specifications than its competitors.
In addition to the ZenFone line, it also started ZenWatch, which introduced a smart watch capable of connecting with ZenFone 5 to increase its number of features.
Meanwhile, the sale of plates to me kept growing. That same year, it reached the milestone of 500 million sold me plates.
Continuing its onslaught on smartphones, the ZenFone Zoom featured and brought up to 3x optical zoom and a rear-end look that resembles DSLR cameras. Already in 2016 we saw the release of ZenFone 3, a mobile phone that already had more top of the line specs, but it was not enough to get it out of the middle segment.
Being a technology-related company, it is important to stay on trend, ready to expand its investments when a technological device can become popular, so it was with television, the internet and smartphones. Not to be taken aback, Asus is clearly a company that maintains its core investment areas and keeps investing in other promising ones.
It was with this mindset that the company began making investments in IoT, such as Zenbo, a smart family-oriented robot. In addition to having basic functions such as turning the television on and off, it is also able to detect strange actions in the house and warn when a door or window is opened. Of course it is still rather limited and relies on sensors installed in the home, but it serves as a clear sample of the direction the company intends to take.
2017 – 2019 – Smarpthones Market
Proof that Asus is always watching the news ZenFone AR, mobile phone with support for Google Tango and Day-Dream, augmented reality applications. The handset has sensors on the back and uses the camera precisely for functionality. With the relative success of the Zoom line, was launched Zoom S, also aimed at those who enjoy photography and this time with 5000mAh of battery.
In 2017 we launched the slogan We Love Photo (we love photography) ZenFone 4, defining the company's look at launched smartphones, the company's concern with photography for the series.
Renewing the line, Asus has again brought ZenFone 5. As a novelty, the device has brought several improvements to the camera, with improved artificial intelligence and more hardware quality. The device can shoot in 4K or Full HD 60 frames per second, as well as optical and digital stabilization. In the same year she brought the ZenFone Max Plus M1, ZenFone 5Z, ZenFone 5 Selfie, ZenFone 5 Selfie Pro, ZenFone Max Pro M1, ZenFone Selfie.
It is not difficult to notice that today she has major investments in smartphones. But despite marketing notebooks, tablets, smartphones, routers, video cards and more, it is still very much recognized and strong in the motherboard market. Today, the company already has about 12,500 employees, at least 6,000 of whom are in Taiwan.
Asus's most anticipated release this year in smartphones The Zenfone 6, which promises to come with a different design and focusing on raising the level of those who have an input smartphone. Here in Brazil, they are hitting the "get out of basics" a lot, to talk about this segment change by the consumer.
For the device, the idea of the company was to choose what is essential to get out of the smartphone without having to pay a high price. Thus cut some technologies that make the device very expensive and that are not so necessary for the public, an example cited the fingerprint reader on the screen. For now, we are waiting for your release.
Asus continues to pioneer the motherboard market and still trends
And even with this diversification, it continues to be a reference in hardware, also diversifying in this area. In addition to pioneering at various times, bringing synchronization of RGB LED lights, protecting motherboards with housings and other design elements, it has also expanded its line of sold parts. He began selling headphones, mice, and also actively participated in the video card market. Another pioneer of it was making 3D printable parts available for their motherboards, allowing hardware enthusiasts to customize their hardware.
And overall, for Asus, the very important Brazilian market, so much so that the global marketing director here, Marcel Campos. Another point that shows the importance of our market to them is the fact that, for the first time, it is coming to BGS 2019. With the hardware market expected to fall over the next few years, every effort to get closer to It is a big audience and also investing in new areas are justified.
Here on the site you can follow various contents generated about Asus, we are always bringing analysis and informing her news. We also have reviews of the smartphones we tested here in the newsroom, below those that have been tested so far. There are also others that were reviewed before this site split from the Adrenaline portal.
Zenfone 5Z – AnliseZenfone 5 – AnliseZenfone Max Pro M1 – AnliseZenfone 4 Selfie Pro – AnliseZenfone 4 – Anlise
For hardware analysis from the manufacturer, you can access Adrenaline, a site focused on games and computer parts.
Is something missing?
Just like in Xiaomi's story article, the research was long and I may have left something behind. If you know something that has not been said, share your knowledge that we will add as soon as possible. If you're from the company, especially its smartphones, be sure to check out the Asus Fanticos YouTube channel, which brings first-hand device information to followers. And also Adrenaline, which is always bringing news about the company's hardware.
Asus's story in topics shared by the company itself – https://www.asus/zentalk/thread-207168-1-1.html
Other events according to Asus – https://www.asus/About-ASUS-History/
Engadget Founders Interview – https://www.engadget/2015/08/16/asus-chairman-jonney-shih-interview/
Jonney Shih Edgeup Interview – https://edgeup.asus/2015/a-year-in-review-with-asus-chairman-jonney-shih/
The ASUS Video Card Story – https://www.asus/event/VGA/20THANNIVERSARY/
Asus division into three companies – https://www.engadget/2008/01/03/asus-formally-splits-into-three-companies/
ZenFone 3 Review – https://adrenaline.uol.br/2016/10/25/46220/analise-smartphone-zenfone-3-5-5-/
ZenFone Zoom Review – https://adrenaline.uol.br/2016/04/05/41163/asus-zenfone-zoom/
Asus Zenbo – https://zenbo.asus/whatsnew/features/smart-home/
Review Lamborghini VX7 Notebook – https://www.youtube/watch?v=NijShDpcRcs
Asus at BGS 2019 – https://adrenaline.uol.br/2019/04/12/12/58671/asus-participara-da-bgs-pela-primeira-vez-nesse-ano/
ZenFone Review 5 (2018) – https://mundoconectado.br/analises/v/6478/analise-zenfone-5
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