Eyeing Mass Market in Indonesia for Its Smart

Jakarta. Taipei-based TeK Computer, one of the biggest producers of notebooks and motherboards, has relsed its -based ZenFone smart to Indonesia, betting that consumers will seek alternatives to popular brands such as and .
“We are plsed to bring this device into Southst Asia. We believe the best technology is the one used by the masses. When we began our journey ‘in srch of incredible’ [products] we came up with this handset with the hopes it can be enjoyed by many,” company chairman Jonney Shih said in a press gathering on Tuesday.
Shih was accompanied by chief executive Jerry Shen as he explained the company’s plan to focus more on smart over laptops and desktops starting this yr. Shih said the Indonesian market is full of potential for products aimed at targeting the mass market segment.
“Indonesia is a grt market. The population is huge. Our products have performed quite well,” said Shih, who is often dubbed as one of the most influential people in technology.
ZenFone, powered by the Atom processor, comes in three series for Indonesian consumers: the 10-centimeter, ZenFone 4 tagged at Rp 1 million ($87); the 12.7-centimeter ZenFone 5 for Rp 2 million; and the 15-centimeter ZenFone 6 for Rp 3 million.
The company, commonly referred to its computer brand , experienced a financial downturn in its third-quarter 2013 financial results when profit dropped 26 percent to NT$4.94 billion ($164 million) from the yr before.
Mnwhile, revenue declined by 4 percent to NT$107.1 billion. The profit slump was mainly attributed to taxes, of which was required to pay NT$1.52 billion.
Despite its staggering tax bill the company, which was also responsible for the hardware behind Google’s 7 tablet, is keen to roll out a line of smartphone products into markets worldwide and boost its smartphone shipments.
Based on third-quarter financial results, notebooks and laptops represented 57 percent of ’s product portfolio, with tablets making up 20 percent, while 13 percent was made up by motherboards and cards (including and sound cards).
“We introduced the Eee PC for the mainstrm US market, which was a success. We aim to achieve the same for ZenFone,” Shih said.
Shih was the executive behind the Eee PC’s positive reception. was the first PC maker to bring the lightweight netbook, the Eee PC, into the United States in 2007.
Asia-Pacific region made up 43 percent of ’s business, with 30 percent in Europe and 20 percent in the United States.
According to data from the International Data Corporation, a total of 11 million smart were shipped to Indonesia last yr, a bulk of which used the Android operating system. In its latest venture into the smartphone sector, will face a slew of Android-based competitors, including , and .By Muhamad Al Azhari TheJakartaGlobe.com