ZenFone Series Will Not Be Killed Off: Asus Has Confirmed

On Friday, Asus announced that Jerry Shen stepped down as its CEO, and also revealed that its “mobile transformation plan” would focus more on power and gaming users. Many people understood that the Taiwanese phone maker would be shifting its attention on the gaming phone market (under the RoG brand), and high-end smartphone segment and, hence, killed off the ZenFone series. But now, Asus just confirmed that they wouldn’t kill off or neglect its ZenFone series, but only less focus than the other two above segments.

Asus ZenFone M2 Pro - one of the latest additions to the ZenFone series

This move comes after Asus CEO, Jerry Shen, was reportedly stepping down. The company is reportedly about to apply a new co-CEO structure as well as change the company’s mobile strategy.

In a statement sent to Engadget, Asus announced a new plan in which it would shift its attention to the premium gaming smartphone under the RoG brand.

The report of Engadget also emphasized that Asus will strategically invest in some other prominent areas such as commercial applications, Business to Business, Internet of Things and Artificial Intelligence to expand its business beyond the consumer devices.

For the company’s restructuring, the Taiwanese phone maker is said to set aside its 6.2 billion TWD (around Rs. 1,400 crores) of expected loss. Furthermore, Asus has plans for acquisitions and mergers amounting to 10 billion TWD (around Rs. 2,300 crores) and also build AIoT (Artificial Intelligence/ Internet of Things) related teams and businesses within 3 years of investment.