Hitech Century interviews Lenny Lin, ASUS Malaysia Country Manager to find out more about the new ASUS OLED laptop range and where it’s heading to in the future

Marking their 32nd anniversary this year, ASUS has grown from a modest Taiwanese brand into one of the most recognised laptop brands on the planet.

Their constant drive for innovation and their keen eye for the needs of consumers over the years has seen them being first to market and spearheading trends that have become milestones in the history of computing. 

Building a legacy of success

In the early 2000’s, the need for a compact yet affordable computing solution saw them creating the trailblazing Eee PC and in the process creating an entirely new category of notebook – the netbook.

Later on, they introduced even more innovative form factors and technologies such as slim yet powerful laptops like the ZenBook series, the content creator oriented ProArt series as well as the enterprise-oriented ExpertBook range though their latest innovation is a fait accompli. 

Their latest range of laptops that have just been launched across the globe and in Malaysia are all equipped with vibrant, luscious and colour accurate OLED displays, effectively bringing premium visuals that were previously the province of high-end TVs and specialised designs to the masses.

Lenny Lin, Malaysia Country Manager for ASUS took some time off his schedule to speak with us at Hitech Century about the recent launch of the new ASUS OLED laptop range.

Congratulations to ASUS on the launch of the new range of OLED-driven laptops. I noticed that ASUS has, of late, placed a greater emphasis in product features and design that are ideal for content creators. Is there a reason why ASUS is emphasising content creators?

That’s a great question! ASUS has conducted extensive marketing research and focus groups and our findings show that there are many content creators that are seeking powerful computing devices that offer both high colour accuracy and performance. 

This trend has been growing in recent years and our latest ASUS OLED range aims to fulfill this need with OLED-powered designs across all price ranges with our top of the line models featuring powerful specifications, innovative features such as the new ASUS DialPad and, of course, colour accurate OLED displays.

As all content creators are unique, we have made efforts to create OLED-powered laptops across the range that cater to the vast spectrum of content creators in the market which we have broadly categorised as Casual Creators who primarily create Vlogs and edit photos all the way to Professional Creators who require specifications tailored to video editing, 3D rendering and data sciences.

Where does ASUS source their OLED panels from? Why did ASUS opt to use OLED panels for their new generation of laptops?

ASUS, as you well know, is collaborating with Samsung Electronics who are recognised as the market leaders in the industry with the best OLED technologies currently available and whom we have a long working relationship with over many years to supply the displays powering our latest OLED range laptops.

We do not compromise on quality and our OLED displays in our latest laptops come with best-in-class colour gamut that deliver vivid colours, intense contrast and superb clarity. We want our honoured customers and fans to experience the most immersive, true-to-life viewing experience possible that only ASUS OLED displays can offer with our latest laptop range.

Will we be seeing more OLED display technologies across other product ranges in the ASUS stable such as the Republic of Gamers (ROG) gaming sub brand and more commercial offerings like the enterprise Expertbook range?

At present, ASUS is the world’s first brand with a complete range of OLED laptops that meet multiple price points and the diverse usage scope of content creators.

At present, we are offering next-generation OLED displays throughout our latest line-up from entry level laptops such as the VivoBook 15 OLED series all the way to professional-grade content creator laptops such as the ProArt StudioBook 16 OLED series.

Back to your question on whether if we will be seeing an inclusion of OLED display in our other laptop segments – so far from what I can say is that we are still looking into this option. Do stay tuned for more updates.

What milestones have ASUS achieved this year?

One of our most recent milestones is the inclusion of our first OLED display in our ZenBook Pro Duo that was announced at Computex 2019 and which saw an amazing response by content creators seeking a laptop ideally suited to their specific needs. 

The ASUS philosophy of pursuing perfection and exploring new territory with innovative designs that challenge conventional thinking have paid dividends and have helped cement our reputation as one of the most innovative laptop providers in the market.

For 2021, our release of our full range of OLED laptops both globally and in the Asia Pacific market is another important milestone and we hope to truly bring the benefits of OLED displays to our customers as soon as possible. In the long run, we aim to ensure that all ASUS laptops will have an OLED option so that customers can embrace the colour fidelity that OLED panels are able to offer.

In light of the ongoing pandemic, what challenges have ASUS faced and overcome including the ongoing chip shortage?

The pandemic has presented challenges and we have seen production being delayed on account of a lack of chips and parts that is aggravated by other factors. This shortage is also affecting other manufacturers across multiple industries on a global scale.

To address these challenges, we have worked closely together with our suppliers as well as our supply chain management to ensure that we are able to meet the market demand for laptop stock as much as possible. As production and supply lines stabilise, this will improve in future and we are grateful that we and our partners are able to work together to overcome these challenges.

In light of the growing trend for the hybrid workspace, what enterprise products and technologies does ASUS have to offer for organisations?

For the enterprise space, we currently are expanding our ASUS Expert series of desktops and laptops. At present, we have the Expertbook B9, B5 and B1 laptops and we are also offering a number of unique technologies in our devices that are essential in the new digital era.

The growth of the hybrid workspace means that technologies that we have made for the Expert series that include AI Noise-cancelling, the webcam shield and the ASUS Business Manager are all the more essential to ensure business operations remain efficient, safe and secure. [H].

For more details about the ASUS OLED laptop range, check out their official page here.