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ASUS is set to revitalise its smartphone business with a ZenFone Mini; ROG Phone 5 launching by April at a higher price than the ROG Phone 3

The ZenFone series will be getting a miniature model, according to DigiTimes. (Image source: IXBT)
The ZenFone series will be getting a miniature model, according to DigiTimes. (Image source: IXBT)
According to industry sources, ASUS plans to shake up its smartphone business this year to make the division profitable. The strategy change includes releasing a more expensive ROG Phone, the ROG Phone 5, and a ZenFone Mini.
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According to a report by DigiTimes, ASUS has sought to reposition its smartphone division following lower than expected shipments in 2020. Citing industry sources, DigiTimes claims that ASUS reported profits of approximately US$61.8 million in Q3 2020, split between US$17.8 million on older models and US$42 million on new models. Apparently, ASUS blames component scarcity caused by the pandemic for failing to meet its expectations, but it has a plan to reverse its slump.

This includes, among other things, a ZenFone Mini, which has a nice ring to it. According to DigiTimes, ASUS will design the ZenFone Mini for those who like premium but small smartphones, as Sony used to with its Xperia Compact devices. The report does not give further details on the ZenFone Mini, although we expect it to feature a much smaller display than the 6.67-inch one in the ZenFone 7 and ZenFone 7 Pro. It remains to be seen if a compact flagship smartphone would sell well though - even Apple has struggled to shift the iPhone 12 mini.

Additionally, DigiTimes asserts that ASUS will introduce the ROG Phone 5 by April, with March also a possible release month for the smartphone. ASUS will continue to aim the ROG Phone series at gamers, with the Qualcomm Snapdragon 888 at the heart of this year's model. DigiTimes adds that the ROG Phone 5 will be more expensive than its predecessor, which may put some fans of the series off. The ROG Phone 5 has already leaked several times in the last few months, most recently in a hands-on video showcasing its AniMe Matrix secondary display. There is no word on much the ROG Phone 5 will cost yet, though.

Source(s)

DigiTimes,  IXBT - Image credit

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Alex Alderson
Alex Alderson - Senior Tech Writer - 3834 articles published on Notebookcheck since 2018
Prior to writing and translating for Notebookcheck, I worked for various companies including Apple and Neowin. I have a BA in International History and Politics from the University of Leeds, which I have since converted to a Law Degree. Happy to chat on Twitter or Notebookchat.
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2021 02 > ASUS is set to revitalise its smartphone business with a ZenFone Mini; ROG Phone 5 launching by April at a higher price than the ROG Phone 3
Alex Alderson, 2021-02- 3 (Update: 2021-02- 3)