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Taipei, Taiwan

Industry: Technology/Electronics

Region: Taiwan 🇹🇼

Year Founded: 1989

IPO Date: 31-08-1992

Market Cap: $10.14 billion (as of 2021)

Number of Employees: Approx. 17,000

Revenue: $10.23 billion (2020)

Net Income: $1.1 billion (2020)

ASUSTeK Computer Inc.


ASUS, officially known as ASUSTeK Computer Inc., is a multinational technology company based in Taiwan. It was founded on April 2, 1989, by four former Acer engineers, namely Ted Hsu, Wayne Hsieh, M.T. Liao, and T.H. Tung. The company initially focused on manufacturing computer motherboards but quickly expanded its product line to include graphics cards, laptops, desktops, smartphones, tablets, and other computer peripherals.

ASUS went public on the Taiwan Stock Exchange (TWSE) on October 10, 1994, under the stock symbol “2357.” The initial public offering (IPO) allowed ASUS to raise capital to further invest in research and development, expand its product portfolio, and strengthen its presence in the global market. Since then, the company has experienced steady growth and has become one of the leading players in the global technology industry.

Company Overview & History

ASUS has established itself as a prominent brand in the consumer electronics market. The company’s commitment to innovation, quality, and design has garnered it a strong reputation among tech enthusiasts and professionals worldwide. ASUS products are known for their reliability, performance, and cutting-edge features, making them highly sought after by a wide range of consumers.

Throughout its history, ASUS has consistently pushed boundaries and introduced groundbreaking technologies. The company has received numerous awards and accolades for its innovative products, including prestigious design awards such as the Red Dot Design Award and the iF Design Award. ASUS has also partnered with renowned industry leaders, such as Intel and Microsoft, to deliver powerful and seamless computing experiences.

Financial Performance

YearRevenue(NT$B)Net Income(NT$B)EBITDA(NT$B)Operational Cash Flow(NT$B)

Business Model

ASUS operates on a diverse business model that encompasses multiple product categories. The company focuses on designing, manufacturing, and selling a wide range of technology products. ASUS is primarily known for its computer hardware, including motherboards, graphics cards, and PC components. The company also offers a comprehensive lineup of laptops, desktops, all-in-one PCs, tablets, and smartphones.

In addition to its hardware business, ASUS has expanded into the software and services sector. It provides a range of software solutions and applications that enhance user experiences across its product ecosystem. ASUS also offers cloud services, online storage solutions, and connectivity software to enable seamless integration between devices.

To reach its global customer base, ASUS employs a multi-channel distribution strategy. The company utilizes a combination of direct sales, e-commerce platforms, and partnerships with retailers and distributors worldwide. By leveraging its strong brand presence and distribution networks, ASUS has been able to maintain a significant market share in various regions.

Market Cap Over the Years

YearMarket Cap($B)

Risk Factors

Like any technology company, ASUS faces several risk factors that could impact its business operations and financial performance. These risks include:

  • Intense competition: The technology industry is highly competitive, and ASUS faces competition from both established players and emerging startups. Competitors’ ability to innovate, pricing strategies, and brand recognition can impact ASUS’s market share and profitability.

  • Rapid technological advancements: The tech industry is characterized by rapid technological advancements. ASUS must continuously invest in research and development to keep pace with evolving consumer demands and emerging technologies. Failure to do so could result in the company losing relevance in the market.

  • Economic conditions: ASUS’s financial performance is influenced by global economic conditions. Economic downturns or fluctuations in currency exchange rates can impact consumer spending patterns, affecting demand for ASUS products.

  • Supply chain disruptions: ASUS relies on a global supply chain to source components and manufacture its products. Any disruptions in the supply chain, such as natural disasters, trade disputes, or geopolitical tensions, can affect production and product availability.

  • Intellectual property protection: As an innovator, ASUS faces the risk of intellectual property infringement. Protecting its patents, trademarks, and copyrights is crucial to safeguarding its technological advancements and maintaining a competitive edge.

These risk factors, along with others specific to the industry and market conditions, require continuous monitoring and strategic management to mitigate potential impacts on ASUS’s business.

Market Opportunity

ASUS operates in the global technology market, which presents significant opportunities for growth and expansion. The increasing digitalization of industries, rising demand for connected devices, and advancements in areas such as artificial intelligence and Internet of Things (IoT) provide a favorable environment for ASUS to capitalize on market opportunities.

The market for laptops and desktop computers continues to show resilience, with professionals, students, and gamers seeking high-performance devices. ASUS has the opportunity to leverage its strong brand reputation, product quality, and innovative designs to capture a larger share of this market segment.

Furthermore, the smartphone and tablet market offer substantial growth potential. ASUS can tap into the increasing demand for smartphones with advanced features, gaming-centric devices, and tablets optimized for productivity and entertainment.

Additionally, ASUS has the opportunity to expand its presence in emerging markets, where there is a growing middle class and rising disposable incomes. By tailoring its product offerings and marketing strategies to cater to the unique needs of these markets, ASUS can strengthen its market position and drive revenue growth.


  • Acer
  • Lenovo
  • HP
  • Dell
  • Microsoft
  • Apple
  • Samsung
  • Sony

Key/Fun Company Facts

  • The name Asus originates from Pegasus, the winged horse of Greek mythology. Only the last four letters of the word were used in order to give the name a high position in alphabetical listings​​.
  • Asus was founded in Taipei in 1989 by T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao, all four having previously worked at Acer as hardware engineers​​.
  • In September 2005, Asus released the first PhysX accelerator card​.
  • Asus was confirmed as one of the manufacturers of the first Microsoft Origami models in 2006, together with Samsung and Founder Technology​​.
  • In December 2010, Asus launched the world’s thinnest notebook, the Asus U36, with Intel processor voltage standard (not low voltage) Intel Core i3 or i5 with a thickness of only 19 mm​​.
  • The company is usually referred to as ASUS or Huáshuò in Chinese (literally “Eminence by the Chinese”).