Saturday January 19, 2019
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ASUS Plans To Relase 50 ‘Funky’ Devices by 2022

"We plan to come out with many more products... We intend to have 30-40, or maybe even 50, new and funky devices for home users by the end of 2022."

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ASUS launches 2 AMD-powered gaming laptops in India. Flickr

The combined length of motherboards produced in a year by Taiwan-based consumer electronics and computer hardware company ASUS is equivalent to an area that would be covered by 10,000 Taipei 101 skyscrapers and 600 Himalayan ranges.

It may seem somewhat unusual for a company to describe its achievement this way, but that’s how ASUS — the global leader in motherboard manufacturing — prefers to recall its 2008 feat when it sold over 24 million motherboards.

ASUS is No. 1 today not just in the motherboard segment but also in gaming products, better known as ROG (Republic of Gamers) brand, apart from having an overwhelming presence in segments like monitors, laptops and several other electronic products catering to consumers of every age, according to Jackie Hsu, ASUS Corporate Vice President and General Manager, Worldwide Sales — Open Platform Business Group.

Born in 1989, the company today boasts of an unrivalled 40 per cent market share globally in the motherboard segment.

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Asus Smartphone. Pixabay

“Given the wide range of products, we have categorised our products into three broad categories — home, business and gaming,” Hsu told IANS here.

He was in Kuala Lumpur recently to attend an event where the company unveiled its ROG Maximus XI Apex motherboard and ROG Strix XG49VQ gaming monitor, and the Artificial Intelligence (AI)-guided second generation of its Zenbo robots — Zenbo Junior.

Talking about how Zenbo Junior is different from its previous, highly-successful version Zenbo and how it supports the company’s business strategy, he said: “The two are entirely different products in terms of the technology involved and their application.

“While Zenbo is meant for the consumer at home — a home companion, basically — Zenbo Junior is an AI-based robotics platform for the B2B (business-to-business) market. It provides comprehensive development tools allowing developers and system integrators to create specialised robotic applications faster and with ease.”

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Asus Zenphone

Asked how soon one could expect Zenbo Junior in India, he said that “given the number of languages India speaks in different regions of the country, it could take some time to customise it linguistically, among other things, to make it India-ready”. Currently, Zenbo Junior as a product is ready for the education sector in a few countries.

He also preferred not to tag any price for the innovative product. According to him, much would depend on the kind of applications the client would like to deploy it for. “Fewer the usage, lower the price, and the vice-versa.”

To another query, why the company has gaming products as one of its main focus areas, the top ASUS official said: “The gaming market is booming globally, and with the advancement in technology, very high-end products are there in the market. With the rise in importance of gaming products, the revenue contribution from the segment is also increasing fast.

“That being the reason, we extended our product range from RoG to RoG Strix — to attract top, middle-high and mainstream gamers.”

On the target age group for the company’s various gaming products, he said the RoG was aimed at enthusiasts, who play games and also spend considerable time on the hardware.

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Asus Motherboard. Flickr

“They could be, so to say, slightly older age-wise. But RoG Strix’s target group is sports users, who are usually somewhat younger.”

However, “I must add that we basically target the ‘gamers’ — young or old. It’s all about their respective levels of interest and gaming acumen”, Hsu said.

He sounded highly enthusiastic while talking about the commercial computer market outlook, saying it would become more stable in the days ahead.

Also Read: Microsoft Is Leading Quantum Computer Race to Unlock Mysteries Around Us

“Even market intelligence and research firms like IDC (International Data Corporation) and Gartner have said that, although over the last few years the PC market has seen a little dip, the commercial computer market has been quite stable. So, I believe we will keep investing more into it in the near future.

About the ASUS business plan vis-a-vis PCs for home users, he said: “Today more and devices are getting connected (through computers). So we plan to come out with many more products… We intend to have 30-40, or maybe even 50, new and funky devices for home users by the end of 2022.” (IANS)

Next Story

U.S. To Roll Out New Strategy For Space Based Missile Defense

The release of the strategy was postponed last year for unexplained reasons, though it came as Trump was trying to persuade North Korea to give up its nuclear weapons.

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This photo shows the launch of the U.S. military's land-based Aegis missile defense testing system, that later intercepted an intermediate range ballistic missile, from the Pacific Missile Range Facility on the island of Kauai in Hawaii, Dec. 10, 2018. VOA

The Trump administration will roll out a new strategy for a more aggressive space-based missile defense system to protect against existing threats from North Korea and Iran and counter advanced weapon systems being developed by Russia and China.

Details about the administration’s Missile Defense Review — the first compiled since 2010 — are expected to be released during President Donald Trump’s visit to the Pentagon with top members of his administration.

The new review concludes that in order to adequately protect America, the Pentagon must expand defense technologies in space and use those systems to more quickly detect, track and ultimately defeat incoming missiles.

Recognizing the potential concerns surrounding any perceived weaponization of space, the strategy pushes for studies. No testing is mandated, and no final decisions have been made.

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Photo made from footage taken from Russian Defense Ministry official web site on March 11, 2018 shows the Kinzhal hypersonic missile flying during a test in southern Russia. VOA

Missile sensors in space

Specifically, the U.S. is looking at putting a layer of sensors in space to more quickly detect enemy missiles when they are launched, according to a senior administration official, who briefed reporters Wednesday. The U.S. sees space as a critical area for advanced, next-generation capabilities to stay ahead of the threats, said the official, who spoke on condition of anonymity to disclose details of the review before it was released.

The administration also plans to study the idea of basing interceptors in space, so the U.S. can strike incoming enemy missiles during the first minutes of flight when the booster engines are still burning.

Congress, which ordered this review, has directed the Pentagon to push harder on this “boost-phase” approach, but officials want to study the feasibility of the idea and explore ways it could be done.

The new strategy is aimed at better defending the U.S. against potential adversaries, such as Russia and China, who have been developing and fielding a much more expansive range of advanced offensive missiles that could threaten America and its allies. The threat is not only coming from traditional cruise and ballistic missiles, but also from hypersonic weapons.

For example, Russian President Vladimir Putin unveiled new strategic weapons he claims can’t be intercepted. One is a hypersonic glide vehicle, which could fly 20 times faster than the speed of sound and make sharp maneuvers to avoid being detected by missile defense systems.

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This image made from video of a news bulletin aired by North Korea’s KRT on May 15, 2017, shows what was said to be the launch of the Hwasong-12 missile at an undisclosed location in North Korea VOA

“Developments in hypersonic propulsion will revolutionize warfare by providing the ability to strike targets more quickly, at greater distances, and with greater firepower,” Lt. Gen. Robert Ashley, director of the Defense Intelligence Agency, told Congress last year. “China is also developing increasingly sophisticated ballistic missile warheads and hypersonic glide vehicles in an attempt to counter ballistic missile defense systems.”

Command

Current U.S. missile defense weapons are based on land and aboard ships. Trump and Vice President Mike Pence have both emphasized space-based capabilities as the next step of missile defense.

Senior administration officials earlier signaled their interest in developing and deploying more effective means of detecting and tracking missiles with a constellation of satellites in space that can, for example, use advanced sensors to follow the full path of a hostile missile so that an anti-missile weapon can be directed into its flight path.

Implications for diplomacy

Any expansion of the scope and cost of missile defenses would compete with other defense priorities, including the billions of extra dollars the Trump administration has committed to spending on a new generation of nuclear weapons. An expansion also would have important implications for American diplomacy, given long-standing Russian hostility to even the most rudimentary U.S. missile defenses and China’s worry that longer-range U.S. missile defenses in Asia could undermine Chinese national security.

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President Donald Trump talks with reporters on the South Lawn of the White House before departing for the American Farm Bureau Federation’s 100th Annual Convention in New Orleans, Jan. 14, 2019, in Washington. VOA

Asked about the implications for Trump’s efforts to improve relations with Russia and strike better trade relations with China, the administration official said that the U.S. defense capabilities are purely defensive and that the U.S. has been very upfront with Moscow and Beijing about its missile defense posture.

Also Read: SpaceX Drops Plan To Make its Falcon 9 Even More Reusable

The release of the strategy was postponed last year for unexplained reasons, though it came as Trump was trying to persuade North Korea to give up its nuclear weapons.

While the U.S. continues to pursue peace with North Korea, Pyongyang has made threats of nuclear missile attacks against the U.S. and its allies in the past and has worked to improve its ballistic missile technology. It is still considered a serious threat to America. Iran, meanwhile, has continued to develop more sophisticated ballistic missiles, increasing their numbers and their capabilities. (VOA)