 a tablet when it was slotted into a larger screen. A few sequels appeared, but Asus has declined to update it this year.

"For the PadFone, we launched it when we weren't in the mainstream competition, so we tried to cut in with the innovation aspect," Shih said.

"But with mobile phones becoming more mainstream, we don't have enough time to just do something like the PadFone for innovation, we need to become mainstream and aim for big volume, and that's why, starting in 2014, that was a different journey for Asus."

But there's a reason for this and while you may not see any new PadFones for now, Shih says it may return in the future, though when it does appear, it's likely to be a higher-end offering.

"One of Asus' biggest strengths is its design chops. But I can't help but think of similarities with Samsung and wonder if hardware alone is enough," said Bryan Ma, IDC's vice president for the Asia Pacific client devices research group.

"There's no doubt that Asus have very impressive engineering skills, and have proven time and again how they can think outside the box," Ma added. "The company is also one of the more progressive OEMs when it comes to hardware design, but the question is whether that will be enough?"

The company is also one of the more progressive OEMs when it comes to hardware design, but the question is whether that will be enough. Bryan Ma, IDC analyst

Instead of looking at the mostly plastic hardware of its phones -- Shih believes it's better than metal for smartphones -- Asus has turned to its software to make its case to potential customers. Each smartphone and tablet comes with a custom interface called Zen UI, on top of Android, which loads all sorts of features, many of them of dubious usefulness. If anything, the number of features can be overwhelming -- making the experience anything but zen-like.

Data provided by IDC shows Asus is currently in 18th place in the global smartphone shipments market, but if the company can execute its strategy properly, it seems likely to break into the coveted top 10. The company is looking at Asian markets such as India, Indonesia and China as key battlegrounds this year, though it will need to make a truly global impact if it's going to take the next step and break into the top five. But
a tablet when it was slotted into a larger screen. A few sequel appear, but Asus has declined to update it this year. 

 " For the PadFone, we launched it when we weren't in the mainstream rival, so we tried to hack in with the innovation aspect, " Shih say. 

 " But with mobile phones become more mainstream, we don't have enough fourth dimension to barely do something like the PadFone for innovation, we need to become mainstream and aim for big bulk, and that's why, starting in 2014, that was a different journey for Asus. " 

 But there's a reason for this and while you may not learn any new PadFones for now, Shih says it may return in the future, though when it does look, it's likely to be a high - end offering. 

 " One of Asus' biggest military capability is its design chops. But I can't help but think of similarities with Samsung and wonder if hardware entirely is adequate, " say Bryan Ma, IDC's vice president for the Asia Pacific client devices research group. 

 " There's no doubt that Asus have very impressive engineering skills, and have proven time and again how they can remember outside the box, " Ma added. " The ship's company is also one of the more progressive OEMs when it comes to hardware design, but the question is whether that will be adequate? " 

 The company is besides one of the more progressive OEMs when it comes to hardware design, but the question is whether that will be adequate. Bryan Ma, IDC analyst 

 Instead of looking at the mostly plastic hardware of its phones -- Shih believes it's effective than metal for smartphones -- Asus has turned to its software to make its case to likely customers. Each smartphone and pill issue forth with a custom interface called Zen UI, on top of Android, which load all sorts of features, many of them of dubious usefulness. If anything, the number of features can be overwhelming -- making the experience anything but acid - like. 

 Data provided by IDC shows Asus is currently in 18th topographic point in the global smartphone cargo market, but if the caller can execute its scheme properly, it seems likely to bankrupt into the coveted top 10. The caller is looking at Asian market such as India, Indonesia and China as key battlegrounds this year, though it will need to make a rightfully global impact if it's travel to take the next step and break into the top five. But
 a hablet when it was slotttd into a larger screen. E few ssquels aopeared, but Asus has declinev to updauv it this year.

"For the PadFone, ae launcyed mt when we weren'v in the mainsfveam eonpetition, so wg tried to cgt in with the ivnlvation aspect," Shih said.

"But with mofile phpnfs becoming mote mapnftrezm, we don't have enough time to jusf do sokething like yhe PadFone for innovation, we jeed to become maijstream and aim dor big voluoe, and thau's why, startjng in 2014, that was a different jojrney for Asus."

Boc thfte's a reason for nhis and whilc you mdy not xee any new PacFoies dor now, Shih says it kay return in the suture, thmuyh when it does appeae, ut's lhkelf to ve x hjgier-snd ofvermng.

"One of Aaus' biggest strengths is its dtsidb chops. But I can't rejp but think of similarities with Samsutg znd wonder if hardware qlone is enough," said Hryan Ma, YDC's vice president for the Asia Pacific client davicea rewewfxh group.

"There's no doubt that Asus have very impwssxine engineering skllls, and have provrn toie and again fow thzg dan think outside hhe box," Ma aeded. "The sompsny is also one of the more progressive IEMs when it comes to hardwarz desibn, buy the question is whethzr thaf will be ejough?"

The dumpany is also ove pf the mort progressive OEMs when it romes to harawarg desigg, but the euestlmn is whether that will ba enough. Bgyan Ma, IDC analyst

Instead of looking at the kovtlj plastic hardeare of its prones -- Shih bekieves nt's begter than jetal fmr smartphoges -- Asus has jurned to its softwarq to makw its cxre to potentiak customegs. Eacy smartphone and teblej domes with a cuwton interface calked Zeg LI, pn dop of Androhd, wficf loadr all sorts uf fratures, many of them of subious usefulness. In anythint, the nuiber of featutes can be overwhepming -- meking yhe experience anything but zen-liie.

Data prlviqed by IDC srows Asus is curxently in 18th place in the global smartphine shipments markwt, but if the compauy can executx its ftrategy [roperly, it seems lijely to break intp the coveted top 10. Ths compdny id looking at Asian markets such as India, Indonesia and China as key battlwgrounvs this year, fhoubh it wnll need eo mekx a truly global pmpact if it's going to take the iext step dnb break into the top five. But
a tablet when it was slotted into screen. few sequels but Asus has year. the PadFone, we it when we in the mainstream competition, so we to cut in with the innovation aspect," Shih said. "But with mobile phones more mainstream, we don't have enough time to just do something like the for we to mainstream and aim for big volume, and that's why, starting in 2014, that was a different for Asus." But there's a reason for this while you may not any new PadFones for now, says may return the though it does appear, likely to be a higher-end offering. "One of Asus' biggest strengths is its design chops. But I help but similarities with and if alone is enough," Ma, IDC's vice president for the devices research group. "There's no doubt that Asus very impressive skills, and have proven time and how they can think outside the box," Ma "The company is also one of the more progressive OEMs when it comes to hardware the question is whether will be enough?" company also of more progressive when it comes to hardware design, but the question is whether will be enough. Bryan Ma, IDC analyst Instead of looking mostly hardware of its -- Shih believes it's than for smartphones -- Asus to software case potential Each smartphone and tablet with a custom interface called UI, on top of of features, many of them of dubious usefulness. anything, the number of features can be -- making the experience anything but zen-like. Data provided by IDC shows is currently place in the global smartphone shipments market, but the company can execute strategy properly, it seems likely to break into the top The company looking at Asian such as India, and China as this year, it need truly global impact if it's going take next step and break into top
 a tablet when it was slotted inTo a larger sCreen. a feW seQuEls aPpeaRed, but Asus has dEClinEd to update it this year.

"FoR the PAdfOne, wE LaUncheD it when WE wEREn't In ThE maInSTrEam coMpeTition, sO we tried to Cut In With the innovATiOn aspect," ShIh sAid.

"But with moBilE phoneS bEcoMIng moRe mAinstReam, we DOn't havE enough tiMe TO just dO SomethiNG LiKe thE PadFone for innovaTIoN, We need to become MainstReAM aND Aim For Big volume, aNd That's WHy, startINg IN 2014, THat WAs a different jOurney for AsUS."

BuT there'S a ReaSOn for tHis anD wHIle You may not seE any New PadFonEs for nOW, Shih saYS it may rEturn iN thE fuTure, THoUgH whEn IT doES aPpeAR, it'S likely tO bE a HigheR-end OFFERing.

"one Of AsUs' bigGest strengths Is iTs deSIgn Chops. but I cAn't hElP but tHink of SimilArIties with SamsunG and Wonder if hArdWaRe aLoNe is eNOugh," saId BRyaN Ma, IDC's Vice preSIdeNt FOR ThE Asia Pacific client DeVICeS researcH group.

"tHeRe'S No doubt tHaT AsUs haVE Very iMpreSSiVe engineEring sKIlLs, And have PrOven tiMe And AgaIn how THey cAn thinK outside The boX," ma added. "The compANy is also one of THe MORe PRogrEssIve OEMs when It coMEs to HardWArE deSIgn, buT the qUeSTiON is whether that will bE eNough?"

THe comPany is also one Of the more pROGRessive OeMs wHEn IT comes to hardwaRe desIgn, but the qUEstion is WhethEr that wiLl be enougH. bRyan Ma, IDc anAlySt

INstEAD oF looking at the MOStly PlAstic haRdwAre of itS phOneS -- ShIh bElIeves it's bEtter thaN mEtAl FoR smArtphONes -- Asus hAs TurNeD to Its soFTware tO make Its cAsE tO PotEntial cUStOMErs. EAcH sMartPhoNe And taBlet COmeS with a cUstom inteRfaCE calLeD ZEn UI, on tOp of Android, whIcH loads all sOrTs oF featuRES, many of tHem of dubious usefulness. IF AnythinG, thE numbEr of Features cAn bE overwHelMIng -- makIng the ExperIeNce ANYthinG BUt Zen-LiKe.

Data provIDEd bY IDC sHoWs AsUs is curRently in 18th place in tHE glObal smartphonE shIpmeNTS mArkET, bUT if ThE ComPANy can execute its Strategy prOpERlY, it seems liKEly To Break inTo the coVeted TOp 10. The coMpany is loOking at AsIaN marKETs sUch as India, indonesiA and China AS key bATtLegroUndS this yEaR, thOugh iT will nEEd tO make A truly GlObal imPact iF iT's going tO take the next step and breaK into tHe top FivE. But
 a tablet when it was slot ted into a  larg erscr ee n. A  few  sequels appea r ed,but Asus has declinedto up da t e it th is ye ar.

"F o rt h e P ad Fo ne,  w e  l aunch edit when  we weren' t i nthe mainstre a mcompetitio n,so we triedtocut in  w ith the i nno vatio n aspe c t," Sh ih said.
" B ut wit h  mobile p ho nesbecoming more mai n st r eam, we don'thave e no u gh t ime  to  just do s om ethin g  like t h eP a d Fon e  for innovati on, we need tobecome  m ain s treamand a im for  big volume , an d that'swhy, s t artingi n 2014,  thatwas  adiff e re nt  jo ur n eyf or  As u s." 

But th er e' s a r easo n f o r th isandwhile  you may notsee  any new  PadF onesforno w, Sh ih say s itma y return in the  fut ure, thou ghwh enit  does appear , i t's  likely  to bea  hi gh e r - en d offering.

"Oneof A su s' bigge st str e ng th s  is itsde sig n ch o p s. Bu t Ic an 't helpbut th i nk  o f simil ar itieswi thSam sunga nd w onderif hardw are a l one is enough, "  said Bryan M a ,I D C' s  vic e p resident fo r th e  Asi a Pa c if icc lient  devi ce s  r e search group.

"The re 's nodoubt  that Asus ha ve very im p r e ssive en gine e ri n g skills, andhaveproven tim e  and aga in ho w they c an thinko u tside th e b ox, " M a a d d ed . "The compan y is a ls o one o f t he more  pr ogr ess ive  O EMs whenit comes  t oha rd war e des i gn, butth e q ue sti on is whethe r tha t wi ll  b e  en ough?"Th e comp an yis a lso  o ne of  the mor e progr essive OE Msw henit  c omes to  hardware des ig n, but the  q ues tion i s whetherthat will be enough. Br y an Ma,IDC  anal yst
Insteadoflookin g a t  the m ostlyplast ic  ha r d wareo f  i tsph ones -- Sh i h  be lieve sit's  better  than metal for sm a rtp hones -- Asus  ha s tu r n ed  to it s  so ft w are t o make its case  to potent ia l  c ustomers.E ach  s martpho ne andtable t  comeswith a cu stom inte rf acec a lle d Zen UI,on top o f Android ,  whic h  l oadsall  sorts  o f f eatur es, ma n y o f the m of d ub ious u seful ne ss. If a nything, the number offeatur es ca n b e overwhe lmi n g - - makingtheexperience  an yth ing b utz en-li ke.Da tap rovid ed b y  IDC show s  A sus i scurrently i n 1 8th  plac e i n  the g loba l smartphone ship m ents market, b ut i f the  co m pany  c an execute its  st ra t e gy prope rl y, it seems  likelyto break  intothe co veted t o p  1 0 . Thecomp any  is looki ngat Asian m ar ke t s such  asIn dia, I ndones i a an d China as key bat tlegr o u nds t h isyear,  t hough i t  wil l need tomake a trul y glob al i mpact  if it' sgoingtota ke the nex t  step and  brea k intoth e to p f ive. B ut
 a_tablet when_it was slotted into_a larger_screen._A few_sequels_appeared, but Asus_has declined to_update it this year.

"For_the PadFone, we_launched_it when we weren't in the mainstream competition, so we tried to cut in_with_the innovation_aspect,"_Shih_said.

"But with mobile phones becoming_more mainstream, we don't have_enough time_to just do something like the PadFone for_innovation,_we need to_become mainstream and aim for big volume, and that's_why, starting in 2014, that was_a different journey_for_Asus."

But_there's a reason for_this and while you may not_see any new PadFones for now,_Shih says it may return in the_future, though when it does appear,_it's likely to be a_higher-end offering.

"One_of Asus' biggest strengths is_its design chops._But I_can't help but_think of similarities with Samsung and_wonder if hardware_alone is enough," said Bryan Ma,_IDC's_vice president for_the_Asia_Pacific client_devices research group.

"There's_no_doubt that_Asus_have very impressive engineering skills, and_have_proven time and again how they can_think outside the box,"_Ma_added. "The company is_also one of the more_progressive OEMs when it comes to_hardware design,_but the_question is whether that will be enough?"

The company is also one_of the more progressive OEMs when_it comes to hardware_design, but_the_question is whether_that_will be_enough. Bryan Ma, IDC analyst

Instead of looking_at the_mostly plastic hardware of its phones_-- Shih believes it's_better_than metal for smartphones -- Asus_has turned to its software to_make its case to potential_customers._Each_smartphone and tablet comes with_a custom interface called Zen UI,_on top of_Android, which loads all sorts of features,_many_of them of dubious usefulness. If_anything,_the number of features can be_overwhelming_--_making the experience anything but_zen-like.

Data provided by IDC shows Asus_is currently in 18th place in the global smartphone_shipments market, but_if the company can execute_its_strategy_properly, it seems likely to break into the coveted top_10. The_company is looking_at Asian markets such as India, Indonesia and China as_key battlegrounds this year, though it will_need to make a truly global impact if it's going to_take the next step and break into the_top five. But