A focus on innovation, aesthetics, lean thinking, and constantly recalling the fundamental purpose behind a product – these are just parts of the ASUS DNA, a set of holistic values and pragmatic guidelines that help keep ASUS employees innovation-driven.
"For ASUS' Ultrabook, the Zenbook, innovation means focusing on aesthetics, functionality and portability. To this intent, all the physical aspects of this Ultrabook are geared towards a refined, polished, even glamorous look. From the hairline spun metal finish to of its 100% Aluminium-only exterior to the multi-tonal choice of elegantly feminine or masculine dark colour schemes. The Ultrabook practically exudes opulence," says Regional MD, Leon Yu as he talks about Asus' cutting edge design philosophy.
In terms of portability, the designers of the ASUS Zenbook, did the impossible and squeezed the ample horsepower of the Intel i3 to i7 processor into a body that starts at just 9mm at its rear, tapering down to a mere 3mm at its front, making it the thinnest Ultrabook on the market today. A comfortably slim, light and classy edition to any handbag, suitcase or laptop bag.
The geeky side of ASUS' designers also went hard to work, improving every aspect of the performance of the Zenbook. An increased battery efficiency of 25% ensures users can do much more on the move without being tethered to a power socket. Going from Standby to On takes just 2 seconds – no more awkward pauses as users wait for pictures, presentations or music players to come back up on the screen.
Asus has also collaborated with the best by teaming up with the audio professionals at Bang & Olufsen to refine the audio and controls on the Zenbook leaving it touched by the rich heritage and audio engineering expertise of this well known and respected brand.
"We have set a new benchmark by delivering a greater user experience with the latest range of notebooks and ultrabooks. Our innovations have raised industry standard for portable PCs to bring a whole new user experience. We have focused not only on the aesthetics, but also audio, touch and the cloud service, which are all part of the core element of ASUS' design philosophy. It is our goal to create and deliver happiness to all of our customers and it is a commitment that can never be compromised," added Yu.
ASUS tablet devices have also got ample attention from its designers, where again, portability and performance are paramount. The ASUS Transformer Prime TF201 tablet together with its docking station offers an unmatched 18 hours of battery life - extending mobility beyond the limits of most other tablet devices in the market today. Asus has squeezed the power of the Nvidia Tegra 3 Quad-Core CPU and its super IPS display into a body that is just 8.3mm thick. Making it the thinnest tablet on the market today.
Innovation doesn't stop at that; the Transformer Prime TF201 has an 8MP rear camera which is not only impressive due to its quantity of pixels but also the quality of its pictures - with its F2.4 lens, high-speed and dynamic focus, inbuilt flash and improved low light performance.
The Asus Zenbook and the Transformer Prime TF201 are available across the UAE and GCC at leading retail outlets.