Like its winged namesake Pegasus, Asus has flown directly into the competition and managed to prevail in its category. The Asus Eee line spells the first for any Taiwan IT brand in terms of global consumer success. Its relatively low cost had much to do with this dark horse’s success plus the market’s genuine hunger for something very portable yet functional and beautiful.
Industry observers have been pointing to its so-called 4Ps comprised of computer power, price, performance, and portability as the main reasons for the unexpected success. The Asus Eee was specifically created to provide such features but managed to surprise its creators when product appreciation was reflected through sales. Although it can be considered as an indirect off-shoot of OLPC XO’s challenge for the production of a very affordable laptop, the Asus Eee line managed to accomplish something better through commercial success.
Success makes improvement and more innovation necessary. The responsibility to maintain the momentum if not surpass it necessitates constant tweaking and brain storming to produce a product that will remain competitive even with the entry of more established brands in the market presently captured by Asus. Known brands will always try to penetrate markets held by lesser-known brands since they will always have the advantage of name recall. Experience however will show that a brand does not always guarantee excellence.
The continued hunger for better and cheaper products will allow lesser-known manufacturers to compete in the arena. They will however have to offer something new and relevant to be noticed. Computer use is still likely to form part of human daily lives for many years to come, thus it can be expected that many products will come and go in time. Consumer appreciation is not about one-time product sensation but a continuous line of products that are able to support each other.