Smart Investor Malaysia


ASUS, The Dominant No.1 OLED Laptop Brand In Malaysia And The World


OLED technology is not new, as it was previously invented by researchers at Kodak, Ching W. Tang and Steven Van Slyke back in 1987. But with the rapid advancement of technology, we are now seeing OLED in consumer products, such as television, smartphone, and more recently laptop. ASUS are the leading company in the OLED space, with their recent ROG Phone 6 being the world’s fastest smartphone OLED display at 165Hz.

Smart Investor had the opportunity to interview Lenny Lin, Business Development Manager, ASUS Malaysia. Let’s find out more about them, as ASUS holds the number one spot in terms of OLED laptop market share, and has the most innovative OLED laptop range in the market.

Lenny Lin, Business Development Manager, ASUS Malaysia

1. What makes ASUS OLED laptops different from other brands?

We work closely with our OLED panel providers to fine-tune the panels to their limits. We managed to launch the industry-first VESA DisplayHDR 600 True Black OLED, meaning the peak brightness for HDR content reaches 600 nits, with incredible contrast that only comes with OLED panels. This panel is found on a few of our models including the Zenbook Pro Duo and Studiobook models.

We also proactively minimize the possibility of OLED burn-in. With our OLED Care technology built into the MyASUS app, it maximizes the lifespan of our OLEDs. We use pixel shift technology, pixel refresh screensaver to prevent burn-in and also a focus mode, which will dim the areas around the active window to not just lower power consumption but also prevent burn-in.
Another commonly mentioned drawback of OLED display is PWM dimming which can cause discomfort for users sensitive to flicker.

Our displays all feature flicker-free DC dimming, with MyASUS providing options to allow users to still enjoy the benefits of DC dimming at lower brightness levels than purely hardware-based DC dimming can deliver.

In short, ASUS OLED is not just about the OLED display panel, but also the other features that we built around the display to deliver the best experience for our users. Our laptops have their own unique, productivity-boosting features like the ASUS Dial of the Studiobook Pro, the second display of the Zenbook Duo series, and the DialPad of the Vivobook Pro series. This is in addition to their high build quality and class leading designs, on top of the fantastic displays.

2. Can you share ASUS’ growth to date and the projected growth?

While ASUS OLED is still relatively new, with our very first laptop equipped with ASUS OLED announced back in 2019, we are now in a very dominant position. According to GfK and NPD, we are not just the No.1 OLED laptop brand in Malaysia, but also worldwide. And we are confident that ASUS will continue to be the dominant OLED laptop brand in 2023, thanks to our continuous innovation.

Aside from dominating the industry, we also want to entice more people to experience ASUS OLED. We are already seeing the fruits of our efforts. Compared to 2021, we saw a 50% growth in terms of the quantity of ASUS OLED laptops sold. The percentage of ASUS OLED laptops sold versus our non-OLED offerings is also increasing, with it sitting at around 20% for 2022, and we expect to see it grow further in 2023 to at least 25%, thanks to our wider lineup of ASUS OLED options across all price ranges.

3. What’s the best-selling OLED laptop model and why is it popular?

That would be the ASUS Vivobook 15X OLED (M1503) that we announced recently. It’s very popular thanks to its impressive value proposition – the advanced 120Hz OLED display which delivers not just great colors, but also lets you experience a really smooth visual experience that rivals even the best gaming laptop displays out there. We also paired it up with a powerful gaming-grade AMD Ryzen 5000 H-series CPU, that’s quite uncommon in its price segment.

4. ASUS does have a range of models from the most affordable to expensive. Will OLED technology be cheaper as time goes by?

As you mentioned, we now have a full range of ASUS OLED laptops. I think it goes without saying that with economies of scale and the maturing of the technology, OLED technology will invariably be more cost-effective for us to implement.

In fact you can quite clearly see it from our lineup – back when we first introduced ASUS OLED displays in Malaysia back in 2019 on the ASUS Zenbook Pro Duo 15 OLED, it was a premium offering RM12,999. However just a few months ago we launched the Vivobook 15X OLED which is priced at only RM3,299. Just like how we see most smartphones today come with OLED displays regardless of price range, you can expect to see us offer even more affordable ASUS OLED offerings in the future, enabling more people to enjoy the advantages of ASUS OLED in the future.

5) In terms of market response, how has the OLED trend been received in Malaysia?

We are proud to say that we spearheaded the OLED laptop trend in Malaysia with our full ASUS OLED range, and we currently have a really dominant lead in the industry. I believe as more people experience ASUS OLED for themselves, they will invariably end up hooked to the superior visual experience of ASUS OLED.

6. What is the consumers impression on OLED laptops?

This is a great question. At ASUS, we aren’t in the business of churning out laptops. At ASUS, we are always working towards enabling the best experience on ASUS laptops, be it in terms of visuals, performance, or aesthetics. Our motto is “In Search of Incredible”, and we are always striving to bring more incredible technologies to our users. As such, we have continuously been collecting feedback from our users to ensure that we are always on the right track towards that goal. I think it goes without saying that the feedback for ASUS OLED is very positive, with most of them noting the incredible vividness and color accuracy of the displays.

7. Any newer display technology by ASUS other than OLED laptops?

Just earlier this year we unveiled the foldable Zenbook 17 Fold OLED. And I can tell you that the innovations and advancements won’t end there. Unfortunately, I can’t share what we haven’t announced, but I can give you a hint – keep an eye on our CES 2023 announcements for the next big thing from ASUS.

8. Any in-country promotions or education efforts about OLED?

I believe most people know what OLED is about, as it is so widely available in smartphones. But many people might not have experienced it in a laptop. We have been working continuously to educate users on the key benefits of ASUS OLED like the low blue light, vivid and accurate colors.

That’s on the education end, and we are also working closely with our resellers and partners to ensure that users can walk in to an ASUS store and experience ASUS OLED for themselves. After all, the moment you see an ASUS OLED screen, I believe you will be thoroughly impressed.

9) What will be next after OLED?

As mentioned earlier, I can’t share anything we have yet to announce. All I can say is that our engineers aren’t limiting themselves to just looking at OLED technologies. If there’s a newer, better display tech out there that can enable the experiences we want to deliver to our users, we will definitely be looking into it.

10) Has ASUS implemented ESG in its organisation? If yes, are you able to share some success stories, as well as the challenges that you faced?

Yes, of course. We are striving towards sustaining an incredible future, together. As we are on this incredible journey towards sustainability, we continually leverage our leadership in data-driven practices and human-centered philosophy, to create a net-zero enterprise for a circular and responsible future, with shared values for each and everyone of us.

At ASUS we have incorporated sustainable development goals into the corporate decision-making process to make positive contributions to society and the environment through practical action. The ASUS 2025 Sustainability Goals also further strengthens our commitment to the environment and society, focusing on a circular economy, responsible manufacturing, climate action and value creation.

The goals are not not just there for us – while we strive towards 100% renewable energy use in our Taiwan-based operations by 2030, and in our offices worldwide by 2035, on top of ensuring that our products are more efficient by ensuring that our products exceed ENERGY STAR standards by 30% every year – we are also working towards ensuring that our suppliers achieve 30% lower carbon intensity by 2025. Not just that, 100% of our tantalum, tin, tungsten, gold and cobalt come from responsible, qualified smelters. And of course, we want to encourage a circular economy by achieving a global recycling rate of 20% for ASUS products.

In terms of achievements, we are the first ICT company in Taiwan to receive the Best Sustainability Report Award in 2021. We have also been selected as a constituent stock of the Financial Times FTSE4Good Emerging Index for six consecutive years, and the TIP Taiwan ESG Index for five consecutive years. We are also recognized by Forbes as one of The World’s Best Employers, three years in a row, aside being among the Top 100 Global Innovators, according to Clarivate.

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