Taipei, Wednesday, May 25, 2016 02:23 (GMT+8)
scattered thunderstorms
Taipei
29°C
Asustek’s alternative version of the SFF universe
Michael McManus, DigiTimes.com, Taipei [Thursday 3 February 2005]

Whereas most small-form-factor vendors have attracted media attention by targeting gamers and enthusiasts with their cube-type systems, Asustek Computer has adopted a much lower market profile (no pun intended) and is not really considered a major player in the segment.

Nevertheless, on closer inspection, Asus can, in fact, be considered one of the leaders in the SFF industry. Asustek shipped 500,000 barebones units last year, of which about 90% were for SFF systems, placing the company only behind Shuttle for the number of SFF shipments by Taiwan vendors in 2004.

Asus has blended into the SFF background mainly because it does not focus on enthusiasts as much as its competitors do. Its product specs are not leading-edge, and most of its chassis designs are traditional.

Enthusiasts, the company argues, like to build their own systems and maximize their expansion options, so they are much more likely to choose the ATX form factor, which is a segment the company already targets with its motherboards.

Instead, the bulk of Asus’ SFF PC sales come from the mainstream consumer and business segments, where the company has found success by offering an assortment of products. The company appears optimistic about these markets, and it expects its shipments to double this year – and that could well end up making Asus Taiwan’s leading SFF vendor.

Although Asustek, like other SFF vendors, believes that the trend in personal computing is towards smaller, quieter systems, the company does not think any one form factor or chassis style will prevail in the SFF market. Different feature sets are in demand from different segments – what the business segment likes may be quite different from what pleases consumers – the company argues, and the price premium customers are willing to pay varies also.

Spicing up the SFF

So instead of producing just one type of SFF chassis and motherboard style, the company targets a variety of market segments by offering five different proprietary SFF motherboard form factors, and over 10 SKD units. Most of the company’s SFF PCs resemble shrunken traditional PCs, but with slight variations. Asus has a mini-tower line that is only 30cm deep, as opposed to the 38.5cm depth of the company’s micro-ATX systems, while its slim-line SFF PCs are only 90cm wide and 275cm tall. About 80% of the company’s barebones shipments came from these two lines last year, with sales being evenly split between the business and consumer markets.

The company also has a consumer-electronics (CE) line of SFF PCs, which includes its cube-shaped S-presso and its DigiMatrix products. However, the company does not expect sales of these products to rise dramatically until after Microsoft has introduced its next-generation operating system, Longhorn..

The company is able to carry many different product lines because it has the financial security and manufacturing capabilities to do so, as well as the ability to leverage its current motherboard channel to develop its sales, according to sources in the market.

This year, the company still expects its mainstream and consumer-SFF systems to account for about two-thirds of its barebones sales, but the company still plans to beef up its SFF products. Asus will add some AMD CPU-based products to what is currently an all-Intel lineup, and at CeBIT 2005 there will be some PCIe SFF PCs at the company’s booth.

Realtime news
  • ASE and SPIL in talks to establish industrial holding company

    Before Going to Press | 4h 29min ago

  • Taiwan market: Sony aims to occupy 40% of Ultra HD LCD TV sales value in 2016

    Before Going to Press | 4h 30min ago

  • Digitimes Research: 3GPP-specifying LAA to impact use of 5GHz band in Wi-Fi

    Before Going to Press | 4h 35min ago

  • Taiwan makers under pressure from Apple cost controls

    Before Going to Press | 4h 36min ago

  • General Interface Solution expects operations to rebound in July

    Before Going to Press | 4h 39min ago

  • Sharp to maintain PV operations after Foxconn stake investment, says report

    Before Going to Press | 4h 40min ago

  • GIS expects MegaSite to take up over 50% of 2016 consolidated revenues

    Before Going to Press | 4h 41min ago

  • Testing company CHPT 2Q16 revenues to rise 15%

    Before Going to Press | 4h 42min ago

  • E Ink Holdings unveils color e-paper display

    Before Going to Press | 4h 43min ago

  • Asustek, Dell beef up competitiveness with MSI for gaming notebooks

    Before Going to Press | 4h 45min ago

  • ITRI unveils UV-C LED chopsticks sanitizer

    Before Going to Press | 4h 46min ago

  • China-market: Moxi Group turns out rollable handsets

    Before Going to Press | 4h 49min ago

  • New Lattice bridge chips to enter production in August

    Before Going to Press | 4h 50min ago

  • Ardentec expects higher capacity utilization in 2Q16

    Before Going to Press | 4h 51min ago

  • AWSC 2H16 sales to soar, says report

    Before Going to Press | 4h 52min ago

Pause
 | 
View more
Gigabyte
Display panels for wearable devices
The transition to 4k TV - UHD TV market forecast, 2014-2017
  • Wireless broadband developments in Southeast Asia markets

    As of 2013, the 10 ASEAN nations had a total of over 700 million mobile subscriptions, with the CAGR from 2003-2013 reaching 24%. This Digitimes Research Special Report analyzes the various mobile broadband markets in ASEAN and looks at the respective trends in 4G LTE development for those markets.

  • 2015 global tablet demand forecast

    This Digitimes Research Special Report provides a 2015 forecast for the global tablet market and analyzes the strategies of key market players such as Google, Apple, Intel, and Microsoft.

  • 2015 China smartphone panel trend forecast

    This Digitimes Research Special Report analyzes the strategies of key China-based major panel makers BOE, Tianma and IVO for attacking the different market segments through technology and pricing, and their relationship to local vendors Huawei, Lenovo, ZTE, Xiaomi and Coolpad.