ASUS unveils new notebook models in Kenya, eyes wider Eastern Africa market

Taiwan-based multinational computer and phone hardware vendor ASUS has introduced its new laptop models, ZenBook, VivoBook and TUF Gaming into the Kenyan market as it seeks to boost its market share and expand into the wider east African markets.

Speaking in Nairobi, Bora Aras, ASUS Regional Manager for Africa, Israel and Turkey said boosting the company’s operations in Kenya was an essential part of expanding its footprint in the East Africa region.

“ASUS is making a concerted effort to tap into the growing opportunities in Africa and bolster its operations in the region with strategic investments,” Mr Aras explained. “This is an important first step towards unlocking the east Africa region and eventually expanding our presence in the African continent.”

(TOP: ASUS General Manager, PC & Gamimg for East Europe, Middle East and Africa Benjamin Yeh – left – and ASUS Regional Manager for Africa, Israel and Turkey Bora Aras (r) pose with models at the launch of the new laptop models ZenBook, VivoBook and TUF Gaming in Nairobi. The company is eying an expanded presence in Kenya and East Africa). 

Benjamin Yeh, the ASUS GM for EMEA in charge of PC & Gaming, said the company was banking on its innovation prowess to capture and grow the Kenyan market.

“Kenya is one of the promising and key markets for ASUS in Africa and we are happy to launch our latest products in Nairobi today. At ASUS, we strongly believe that our passion for new technologies fits perfectly with Africa’s young and ambitious population’s expectations. We are proud to launch in Kenya latest ASUS products: such as ZenBook 14 – worlds’ most compact laptop in its class and first ever laptop with a frameless four-sided NanoEdge display, featuring ultraslim bezels. We also were first to introduce to the world ZenBook Pro with a ScreenPad – clever combination of a touchpad and a FHD touchscreen which offers novel ways of interacting intelligently with both Windows apps and dedicated programs called ScreenPad Apps. And because more and more people are fond of gaming, we are proud to present latest models from FX Series, featuring not just power and performance, but also a slim and durable case, trendy narrow-bezel display and customizable AURA RGB keyboard backlight.” says Yeh.

ASUS now controls 20% of the PC market in Kenya and hopes to growth this by introducing highly innovative products and expanded presence.

“We also seek to serve and eventually develop other regional markets like Uganda, Tanzania and Rwanda out of Kenya,” said Simplice Zaongo, the Business Development Manager for Eastern and Southern Africa, adding, “The Kenyan market has been receptive to our products.”

ASUS established a legal entity in Kenya in three years ago with the express aim of growing its mobile PC business in the African market.  The company also runs operations Nigeria and South Africa.

ASUS’ comprehensive portfolio includes Zenbo, ZenFone, ZenBook and a range of IT devices and components, along with AR, VR and IoT. ASUS employs more than 16,000 people worldwide and over 5,000 world-class R&D patents.

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