ASUSTeK Computer
- Company typePublic
- Founded1989
- HeadquartersTaipei, Taiwan
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
ASUSTeK Computer firmographics
Firmographics- Name
- ASUSTeK Computer
- Legal name
- ASUSTeK Computer Inc.
- Website
- https://asus.com
- Company type
- Public
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
ASUSTeK Computer industry classification
Industry- Product category
- Consumer Electronics
- NAICS
- Computer and Peripheral Equipment Manufacturing (3341), Electronic Computer Manufacturing (334111), Electronics and Appliance Retailers (44921), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430), Computer and Electronic Product Manufacturing (334)
- SIC
- Retail-Computer & Computer Software Stores (5734), Electronic Computers (3571), Wholesale-Computers & Peripheral Equipment & Software (5045), Computer & Office Equipment (3570)
- akta.pro primary industry
- Computers & Laptops Retail (CRACABAA)
- akta.pro secondary industries
- PC Gaming Computers & Peripherals Retail (CRACABAI), PC Gaming Hardware Retail (GPUs, CPUs, RAM, Storage) (CRACAFAC), Big-Box Electronics + Gaming & VR Retail (CRACAAAG), Consumer Electronics & Appliances Online Retailers (CRAFADAD)
Keywords
Where ASUSTeK Computer is headquartered
LocationHeadquarters
- HQ city
- Taipei
- HQ country
- Taiwan
- HQ region
- Asia
Offices5 records
Markets served
ASUSTeK Computer business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Consumer Electronics: Sale of computers, motherboards, graphics cards, and smartphones under the ASUS brand. Revenue driven by consumer PC demand, gaming products, and 3C products.
- AI Infrastructure and Servers: Next-generation NVIDIA-powered AI servers and data-center solutions for enterprise AI workloads. Growing strategic focus for revenue diversification beyond consumer PCs.
- Enterprise Business Solutions: ExpertBook business laptops, ExpertCenter desktops, NUC mini PCs, monitors, and workstations targeting SMB and enterprise customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | ExpertBook Ultra premium business laptop |
| One time/ perpetual license | Multi-year contract | ProArt P16 portable workstation for creators |
| One time/ perpetual license | Multi-year contract | ExpertBook P4 and P3 series |
| One time/ perpetual license | Multi-year contract | ROG Xbox Ally X handheld gaming console |
| One time/ perpetual license | Multi-year contract | ROG Falchion Ace gaming keyboard |
| One time/ perpetual license | Multi-year contract | ROG Harpe Ace Mini gaming mouse |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels10 records
ASUSTeK Computer product offering
Product offeringCore offering
ASUSTeK Computer Inc. (ASUS) designs, manufactures, and sells a broad portfolio of personal computers and electronics, including consumer laptops (Zenbook, Vivobook, Chromebook), gaming systems (ROG, TUF Gaming), creator workstations (ProArt), enterprise hardware (ExpertBook, ExpertCenter, NUC), motherboards, graphics cards, monitors, networking equipment, and AI infrastructure servers. The company sells directly through its own e-commerce site, mass retail partners, and a dedicated enterprise business division serving SMB, enterprise, education, healthcare, and government customers worldwide.
Product overview
ASUS (ASUSTeK Computer Inc.) delivers AI-powered computing solutions across consumer, gaming, creative, and business segments. The portfolio includes AI PCs and Copilot+ PCs featuring Intel, AMD, and Qualcomm processors; ProArt creator devices with NVIDIA GPUs for professional content creation; ROG and TUF Gaming for high-performance gaming; ExpertBook and ExpertCenter for enterprise; NUC mini PCs for business; plus servers, networking, AI infrastructure solutions, and proprietary software (ProArt Creator Hub, StoryCube, MuseTree) for creative workflows.
Differentiator
Problem solved
Functional benefit
Brands
- ROG (Republic of Gamers): High-end gaming brand including laptops, desktops, monitors, peripherals, and gaming handhelds
- ProArt
- TUF Gaming
- ExpertBook
- Zenbook
- VivoBook
- ASUS IoT
- ExpertCenter
- ASUS NUC
- VivoWatch
- Zenbo
- ASUSTOR
Products and services
- ProArt Series Laptops and Ecosystem Professional creator laptops (P16, P14, PX13, GoPro Edition) and supporting ProArt ecosystem of desktops, OLED monitors, motherboards, graphics cards, and accessories with color-accurate ASUS Lumina Pro OLED displays, high-performance NVIDIA GPUs, and exclusive creative software (ProArt Creator Hub, MuseTree, StoryCube) targeted at designers, photographers, videographers, and content creators.
- ROG (Republic of Gamers) Gaming Hardware High-performance gaming brand encompassing gaming laptops (Strix, Flow, Z13), desktops, gaming handhelds (ROG Ally, ROG Xbox Ally X), monitors (Strix, Swift OLED), keyboards, mice, headsets, routers, and accessories for enthusiast gamers.
- TUF Gaming Hardware Gaming brand emphasizing durability and value with motherboards, graphics cards, AIO coolers, power supplies, cases, monitors, routers, keyboards, mice, headsets, and laptops featuring military-grade components and reliable performance.
- ExpertBook Business Laptops Business laptops (ExpertBook Ultra, ExpertBook P3, P4, B5 Flip G2) with Intel Core Ultra or AMD Ryzen AI processors, MIL-STD-810H durability, enterprise security, AI features, and thin-light designs targeted at corporate professionals and SMB/enterprise IT fleets.
- ExpertCenter Business Desktops and Workstations Business desktops and all-in-one PCs (ExpertCenter P200 AiO, P700 Mini Tower, ET900N G3 AI supercomputer) with AMD or Intel processors, NVIDIA RTX graphics, security features, and manageability tools targeted at enterprise and SMB deployments.
- Zenbook Premium Consumer Laptops Premium consumer thin-and-light laptops (Zenbook 14 OLED, Zenbook Duo, Zenbook S 13 OLED) with OLED displays, Copilot+ PC features, AI capabilities, and stylish designs targeted at home users and productivity buyers.
- Vivobook Consumer Laptops Consumer laptops (Vivobook S14/S16, Vivobook 14) featuring OLED displays, AI features, affordable pricing, and diverse configurations for everyday home and student productivity use.
- ASUS Chromebook Series Chrome OS laptops (Chromebook CM14 and other models) with Google AI integration, affordable pricing, and cloud-focused functionality for education, students, and basic productivity.
- ASUS NUC Mini PCs Compact mini PCs (NUC 16) and Stick PCs with Intel processors, AI capabilities, versatile connectivity, and business-grade features targeted at space-constrained enterprise, edge, and signage deployments.
- ASUS AI Factory and Server Infrastructure Enterprise AI infrastructure including AI factory solutions, NVIDIA HGX B300 servers, ASUS AI POD, PE3000N edge AI platform (NVIDIA Jetson Thor), Ascent GX10 compact AI desktop, and data center solutions for AI training, inference, and edge computing workloads.
- ASUS Networking Routers and Wi-Fi Systems Consumer and business routers (Wi-Fi 7, Wi-Fi 6), whole-home mesh systems, wireless adapters, range extenders, wired solutions, and AI-powered networking for residential and enterprise connectivity.
- ASUS and ROG Motherboards and Components ASUS and ROG motherboards (Intel, AMD platforms), NVIDIA and AMD graphics cards (Gaming, ProArt, TUF Gaming), PC cases, cooling solutions, power supplies, data storage, external GPU docks, AI accelerators, and sound cards for DIY PC builders and system integrators.
- ROG Gaming Monitors Gaming monitors under the ROG Strix and ROG Swift OLED lines featuring high refresh rates, OLED and Fast IPS panels, and dual-mode switching for enthusiast gamers.
- Ascent GX10 Compact AI Desktop Compact AI desktop computer based on NVIDIA GB10 delivering petaflop-class AI performance for developers and AI workloads.
- PE3000N Compact Edge AI Platform Compact edge AI platform built on NVIDIA Jetson Thor architecture, providing AI processing capabilities, sensor integration, and durability features for robotics, industrial automation, and smart infrastructure deployments.
- ROG GR70 Mini Gaming Desktop Compact ROG gaming desktop featuring AMD Ryzen processors and mobile NVIDIA GPUs with a gaming console-inspired chassis design targeted at gamers seeking a small-footprint system.
- ExpertCenter AiO All-in-One Desktops All-in-one desktop PCs in the ExpertCenter line featuring Ryzen AI processors, large displays, Wi-Fi 7, Thunderbolt, and Dolby Atmos for business and productivity use.
- ASUS Business Services for Enterprise Fleets Enterprise services including ASUS Control Center (IT asset management), Custom BIOS/Image services, Zero-Touch Deployment, Centralized Management, Security Management, Carbon Partner Services, IT Asset Recycle Service, and ASUS Business Support for organizations deploying fleets of ASUS devices.
Quantifiable outcome
- ProArt P16 with GeForce RTX 5090 GPU renders up to 35% faster in Blender compared to previous generation
- +3 more outcomes
Companies that use ASUSTeK Computer
Customer profileNamed customers6 records
Segments11 records
Ideal customer profiles4 records
ASUSTeK Computer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability15 records
Feature8 records
ASUSTeK Computer partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship and core.
- NVIDIAflagshipASUS partnered with NVIDIA as a system manufacturer for DGX Station for Windows, bringing data center-grade AI infrastructure to Windows ecosystems. The product will launch Q4 2026 as a desktop-sized AI supercomputer delivering 20 petaflops of FP4 performance with 748GB of memory.
- IntelflagshipASUS ExpertBook Ultra features Intel Core Ultra Series 3 processor with integrated GPU and NPU, targeting enterprise users with AI capabilities up to 180 Platform TOPS.
- MicrosoftflagshipASUS products including ProArt P16 and ExpertBook Ultra are Copilot+ PCs featuring Windows 11 with AI features including Copilot, Recall, Live Captions, and Windows Studio Effects.
- FoxconnflagshipASUS collaborated with Foxconn and the Taiwan Smart City Solutions Alliance to develop the AI City Pavilion at Taiwan's 2026 Smart City Summit & Expo. The pavilion showcases the world's first full-scale sovereign AI system designed for cities with nearly 60 solutions across transportation, healthcare, security, and city governance.
- Taiwan Smart City Solutions AlliancecoreASUS partnered with Foxconn and the Taiwan Smart City Solutions Alliance to develop the AI City Pavilion featuring sovereign AI city solutions targeting municipal leaders and system integrators worldwide.
- AlgorizedcoreAlgorized joined the ASUS AIoT Alliance Program to develop edge AI and perception intelligence solutions. The partnership combines Algorized's people-sensing edge-AI models with ASUS's industrial-grade edge platform to create full-stack AIoT solutions for various industries.
- GoProflagshipASUS and GoPro have a co-branding collaboration with ProArt GoPro Edition laptops. The partnership offers complimentary GoPro Premium+ subscriptions (12 months for ProArt GoPro Edition, 6 months for ProArt laptops, 3 months for Zenbook and Vivobook), 15% discount on GoPro gear, and StoryCube integration with GoPro cloud for seamless creative workflow.
- AltroncoreAltron is developing its AI factory in South Africa involving partnerships with international companies including NVIDIA, ASUS, Hewlett Packard Enterprise, and Teraco. ASUS contributes AI infrastructure solutions as part of this AI factory ecosystem supporting South African startups.
- NVIDIAflagshipNVIDIA DSX platform ecosystem includes system manufacturers building DSX-ready systems for global AI factory deployment. ASUS participates as part of the broader ecosystem alongside Dell, HPE, Lenovo, Supermicro, Foxconn, GIGABYTE, Pegatron, Quanta Cloud Technology, Wistron, and Wiwynn.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
ASUSTeK Computer competitors and assessment
Company assessmentDirect peers
- Razer Inc. Razer competes directly with ASUS's ROG brand in gaming laptops, peripherals, and increasingly in creator/streaming hardware. Both target enthusiast gamers with premium gaming ecosystems.
- Super Micro Computer: Super Micro is a fellow NVIDIA DGX Station partner manufacturer and direct competitor in AI server and data center infrastructure. Both companies target enterprise AI workloads with NVIDIA-powered solutions.
- Lenovo Group: Lenovo is the world's largest PC maker and a direct competitor across consumer laptops, gaming (Legion), creator workstations (ThinkStation), and enterprise (ThinkPad). Both companies compete in the same global markets with overlapping product portfolios including AI PCs and servers.
- HP Inc. HP is a major competitor across consumer PCs (Pavilion, Envy, Spectre), gaming (OMEN), and enterprise (EliteBook, ProBook) segments. Both companies target similar customer bases with comparable product categories and distribution models.
- Acer Inc. Acer is a fellow Taiwanese PC maker and one of ASUS's closest direct competitors, with overlapping product lines in consumer (Aspire, Swift), gaming (Predator, Nitro), and creator (ConceptD) categories. Both companies compete intensely in the same regional markets.
- Dell Technologies: Dell competes directly with ASUS across XPS consumer laptops, Alienware gaming, Precision workstations, and enterprise servers including AI infrastructure (PowerEdge, NVIDIA DGX partnerships). Dell is also a fellow NVIDIA DGX Station partner manufacturer.
- Micro-Star International (MSI): MSI is a direct competitor in gaming laptops, creator workstations, and AI PCs, and is also a fellow NVIDIA DGX Station partner manufacturer. MSI and ASUS compete head-to-head in gaming hardware, motherboards, and graphics cards.
Broad incumbents
- Microsoft Corporation: Microsoft competes via Surface hardware in consumer and enterprise laptops while also being a critical software partner for ASUS through Windows, Copilot+ PC platform, and the Xbox gaming handheld co-development partnership.
- Apple Inc. Apple competes with ASUS through MacBook laptops in consumer and creator segments. ASUS's CFO explicitly cited Apple's MacBook Neo launch as a shock to the PC industry. Apple's vertically integrated silicon (M-series) creates a differentiated competitive threat.
- Samsung Electronics: Samsung competes with ASUS across consumer electronics (smartphones, laptops, displays, storage) and is a key component supplier in some categories. Samsung's Galaxy Book laptops and broader ecosystem overlap with ASUS's portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ASUSTeK Computer social profiles
Digital presenceASUSTeK Computer compliance and trust
Trust signalCompliance5 records
ASUSTeK Computer financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASUSTeK Computer leadership team
Management profileNumber of profiles
Profiles12 records
ASUSTeK Computer subsidiaries and ownership
Company hierarchySubsidiaries3 records
ASUSTeK Computer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASUSTeK Computer M&A and investment
M&A and investmentM&A
Investments9 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ASUSTeK Computer
What does ASUSTeK Computer do?
ASUSTeK Computer Inc. (ASUS) designs, manufactures, and sells a broad portfolio of personal computers and electronics, including consumer laptops (Zenbook, Vivobook, Chromebook), gaming systems (ROG, TUF Gaming), creator workstations (ProArt), enterprise hardware (ExpertBook, ExpertCenter, NUC), motherboards, graphics cards, monitors, networking equipment, and AI infrastructure servers. The company sells directly through its own e-commerce site, mass retail partners, and a dedicated enterprise business division serving SMB, enterprise, education, healthcare, and government customers worldwide.
Is ASUSTeK Computer a public or private company?
ASUSTeK Computer is a public company. It is classified as public and is currently operating.
When was ASUSTeK Computer founded?
ASUSTeK Computer was founded in 1989. It employs 5,001 to 10,000 people.
Where is ASUSTeK Computer based?
ASUSTeK Computer is headquartered in Taipei, Taiwan, in the Asia region.
How does ASUSTeK Computer make money?
Three revenue lines are on record. Consumer Electronics are the primary driver. The others are AI Infrastructure and Servers and enterprise Business Solutions.
Who are ASUSTeK Computer's main competitors?
Direct peers on record are Razer Inc., Super Micro Computer, Lenovo Group, HP Inc., Acer Inc., Dell Technologies and Micro-Star International (MSI). Broad incumbents are Microsoft Corporation, Apple Inc. and Samsung Electronics.
Does ASUSTeK Computer have an API?
No public API is recorded for ASUSTeK Computer.
What industry is ASUSTeK Computer in?
ASUSTeK Computer's product category is Consumer Electronics. Its primary akta.pro industry code is CRACABAA, Computers & Laptops Retail, with a secondary code of CRACABAI, PC Gaming Computers & Peripherals Retail. Its NAICS code is 3341 and its SIC code is 5734.