Asus CEO resigns, mobile strategy revamp could mean loss of ZenFone

  • Jerry Shen — long-time Asus CEO — will resign as of January 1, 2019.
  • With his resignation, Asus will revamp its mobile strategy to focus more on gaming and power users.
  • This means good news for those of you who love the Asus ROG Phone, but bad news for fans of the ZenFone.

Today, Asus announced that its longtime CEO Jerry Shen will be stepping down, via Engadget. Shen has been the head of Asus for the past 11 years. His resignation takes effect on January 1, 2019.

Shen will be replaced by two acting CEOs — PC business lead S.Y. Hsu and global customer service lead Samson Hu. It is not clear if those roles will be permanent or temporary.

Along with the announcement of Shen’s departure, Asus also revealed it will be revamping its mobile strategy going forward. According to Asus, more emphasis will be placed on gaming industry products and devices for power users — which means less emphasis on general consumer devices like the Asus ZenFone.

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Although Asus didn’t make any clear declarations in regard to the ZenFone line, ASUS chairman Jonney Shih described the general consumer mobile market as a “bloody battlefield” in his interview with Business Next. Asus is primarily known as a PC/gaming company, so it makes sense to focus more on making gaming phones than it does ZenFones.

A change in mobile strategy at this point is a necessity, as Asus just had to list a one-time loss of 6 billion new Taiwan dollars (~$195 million) to cover “loss of inventory, royalties, production costs, and organizational adjustment expenses” in its mobile arm.

The most notable Asus smartphone of the year is the Asus ROG Phone, which is getting good reviews. Its wide-ranging line of accessories make it a versatile device, and is the most “gamer-centric” gaming phone of the year, as compared to the Razer Phone 2 and the Xiaomi Black Shark.

Click below to see how these gaming phones stack up against each other:

NEXT: Asus ROG Phone vs Razer Phone 2 vs Xiaomi Black Shark: Gaming smartphone deathmatch

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Published by Marshmallow

Marshmallow Android is BT Ireland’s Head of Sales for Republic of Ireland domestic multi-site companies, indigenous MNCs and public sector accounts. He is responsible for the direction and control of all sales activity in the region. He has over 10 years management experience from high growth start-ups to more established businesses. He’s led teams in Ireland, India and China across various industries (ICT, On-Line Recruitment, Corporate Training and International Education).