In the rapidly evolving landscape of personal computing, the buzz surrounding artificial intelligence (AI) PCs is reaching new heights, propelled in part by Microsoft’s concerted efforts to usher in the era of next-generation laptops and desktops. At the forefront of this transformative wave is Arnold Su, the Vice President of Consumer and Gaming PCs at Asus India, offering insights into the significance of AI PCs and their anticipated trajectory in the coming years.
From a strategic standpoint, Su draws a parallel between the current status of AI PCs and the evolutionary phase smartphones underwent a decade ago. He likens the current perception of AI PCs as cutting-edge novelties to the initial perception of smartphones, which were once considered a niche but swiftly became an integral part of daily life. Su predicts that AI capabilities will seamlessly integrate into PCs, becoming standard features within the next 5 to 10 years.
Asus has already embarked on the journey of incorporating basic AI functionalities into its laptop lineup, focusing on enhancing camera technologies and noise cancellation capabilities. Su points out that these advancements began in 2021 and are set to continue evolving with the integration of new chips and applications, promising an enriched customer experience in the foreseeable future.
Unlike bleeding-edge generative AI models, such as ChatGPT, Asus’s current AI integration centers around computer vision and audio processing. When questioned about potential plans for proprietary generative AI tools, Su remained discreet about future developments but hinted at ongoing collaborations with multiple partners to bring forth the best innovations for customers.
Despite a general decline in the PC market in 2022 due to macroeconomic conditions, Asus India managed to defy the trend and record robust growth. Su attributes this success to the company’s comprehensive approach of reaching customers through both online and offline channels across India.
Su emphasizes the significance of making products readily available in a vast country like India, delineating three major verticals in the PC market: the online space, large format retail, and the traditional channel. Asus strategically places its products across these channels, with partner shops in over 400 districts, enabling customers to experience their laptops firsthand before making a purchase.
As part of its expansion strategy, Asus has established over 250 exclusive stores throughout India, covering 600 out of 750 districts. The goal is to further extend their presence to additional towns and cities, maintaining their position as the second-largest PC brand in India.
In a notable achievement, Asus surpassed HP to become the second-largest consumer PC brand in India in Q3 2022. Su expresses the company’s commitment to securing this position in 2023, focusing on delivering the latest technology to towns and cities across India.
Contrary to the perception that entry-level devices dominate the Indian market, Su recognizes a shift in consumer preferences. Indian customers, he observes, are increasingly willing to invest in mainstream and premium laptops that offer superior experiences, prioritizing the latest technology over price points.
Asus pledges to continue its emphasis on introducing cutting-edge yet practical innovations across various consumer segments. Su affirms that the company’s commitment to bridging the gap between user needs and devices will persist, regardless of specific form factors or specifications. The unveiling of gaming two-in-ones, dual-screen, foldable, and handheld gaming PCs in the previous year exemplifies Asus’s dedication to pioneering innovative solutions in the PC market.
In conclusion, Arnold Su envisions a future where AI seamlessly integrates into PCs, transforming them into indispensable tools much like smartphones today. With a strategic focus on the Indian market, Asus remains at the forefront of PC innovation, poised to redefine the landscape of personal computing.
