Can Asus' New Flagship Business Laptop Break Into The MSP Market?
Asus' APAC GM, Rex Lee, sees the RAM crisis as an opportunity for its ExpertBook Ultra to gain interest from business buyers. In an interview with iTWire, Lee discusses the company's new flagship laptop and its potential to disrupt the market dominated by Dell, Lenovo, and HP. Lee highlights the ExpertBook Ultra's innovative features, performance, battery life, toughness, and total cost of ownership (TCO), which he believes can set it apart from competitors.
The ExpertBook Ultra is positioned as a flagship not just for Asus but for the entire industry. Lee emphasizes its exceptional screen, comparing it to the best in the world, and its performance, which he claims is on par with high-end graphics cards like the RTX 4050. The laptop's design and durability are also showcased, with tests demonstrating its ability to withstand various challenges.
Lee acknowledges that Asus has been producing good business laptops for a while, but the focus now is on breaking into the MSP (Managed Service Provider) market. This market involves bulk purchases and servicing for SMEs and enterprise vertical markets. Lee believes that by offering a superior product with a lower TCO, Asus can gain the trust of MSPs and their customers.
The company is also working on secret projects, including an agentic AI software called Zenni Claw, which Lee sees as the next big trend in AI. Additionally, Asus is developing an exciting mainstream laptop for Q4, promising big news soon.
In the next 12 months, Lee anticipates significant changes in the laptop industry, including high memory and SSD prices and component shortages. Asus is well-positioned to capitalize on these opportunities, and Lee encourages the Australian B2B tech market to explore Asus' commercial PC solutions, emphasizing the company's commitment to innovation and customer satisfaction.
