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Asus CEO resigns; company to focus on mobile gamers

Jerry Shen will be taking over at tech start-up iFast. (Source: WNOT)
Jerry Shen will be taking over at tech start-up iFast. (Source: WNOT)
Asus has announced the resignation of the company’s long-term CEO, Jerry Shen. However, the executive plans to maintain a relationship with the Taiwanese manufacturer in his new position as chief of a start-up called iFast. In a change of marketing strategy, Asus intends to shift its focus on to gamers and power users in regard to future mobile product releases.

The CEO of Asus, Jerry Shen, is to resign from his position. From January 1, 2019, the Taiwanese company will have two executives taking up the CEO position: S.Y. Hsu and Samson Hu will share the reins as co-CEOs. Shen is planning on taking over a company called iFast, which works with artificial intelligence and the Internet of Things technology. The start-up is partly funded (30%) by Asus, so Shen will maintain a connection with the company he oversaw for over a decade.

Asus has made it clear that mobile product focus will be shifting towards gamers and power users. The company has already demonstrated that intention with recent releases such as the impressive ROG Phone and the Snapdragon 845-powered ZenFone 5Z. The smartphone market is fiercely competitive and currently dominated by Samsung, Huawei, Apple, and Xiaomi, so it’s a sensible business tactic for Asus to try to find a niche to focus on and become renowned for.

It’s very likely there will be successors to the intriguing ROG phone, which even comes with an external AeroActive Cooler to help cement its position as a gaming enthusiast’s smartphone of choice. But even in this specialist market, Asus will still have to face stiff competition, with Xiaomi’s decent Black Shark handset and the remarkable Razer Phone 2 offering themselves as the current main rivals.


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Daniel R Deakin, 2018-12-14 (Update: 2020-09-30)