Sources inform ''Globes'' that Taiwan's ASUSTeK Computer Inc. (LSE: ASKD; TWSE: 2357) will soon open its first branch in Israel. Asus is following other major computer manufacturers - Hewlett Packard Co. (NYSE: HPQ), Dell Inc. (Nasdaq: DELL), Samsung Electronics Co. Ltd. (KSX: 5930), LG Corporation (KSX: 3550), and Lenovo Group Ltd. (HKSE: 992) - which have Israeli offices to help importers deal with competition.
Asus Turkey, Israel, and Africa manager Peter Chang told "Globes", "In the past, when we sold motherboards, we relied more on our distributors, who sold products for assembly into computers. To sell Netbooks or Tables, you need contact with the end user. The local access is very important in the case, which is why we need a branch in Israel with employees."
Asus will launch two models of its Ultrabook in Israel tomorrow. The company has already demonstrated that it is quick on its feet; it was the first company to launch the Netbook in Israel.
The Ultrabook is basically a combination of a Netbook and a laptop. Ultrabooks, which carry Intel Corporation's (Nasdaq: INTC) trademark, are very thin - less than 20 centimeters, weigh less than 1.4 kilograms, and their batteries last 5-8 hours. Asus is offering 11-inch and 15-inch screen versions in Israel.
"The Ultrabook category will be very important next year. This year is a trial period," says Chang. Asus has already launched Ultrabooks in the US, China, and Taiwan, and analysts believe Ultrabooks will account for 30% of the mobile computer market next year.
Published by Globes [online], Israel business news - www.globes-online.com - on November 14, 2011
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