Asus and Intel highlight their performance edge

Taiwanese technology major Asus and Silicon Valley chip giant Intel jointly showcased some of the latest trends in the regional and global laptop markets in an event held in Dubai recently. Dubbed Asus Intel Performance Day, the event was held at the Mandarin Oriental Hotel early this month. The event also offered a glimpse of what customers can expect from both the brands this year and in the near future.

Asus highlighted the fact that it is the No.1 OLED laptop brand in the world with 68 per cent of the market share, while it also retains the highest market share in the East EMEA region for consumer notebooks. The company also announced that it is the top creator laptop brand, quoting combined data from GFK and NPD for the period between Q4 2021 to Q1 2022. The brand has also retained it leading status in the East EMEA region’s gaming arena with a year-on-year increase of 40 per cent in 2021, and an expected 30 per cent growth projected for the ROG gaming laptops in 2022 versus last year.

Asus showcased its high performance devices, the Zenbook Pro 14 Duo OLED, the ROG Flow Z13, and the Zenbook 14X OLED Space Edition, all of which come equipped with the 12th Gen H45 Intel processors. The company also stressed on the important role played by its advanced thermal design and chassis construction in helping the brand capture and retain market share globally. “The innovations that ASUS engineers have implemented in our latest laptops, working together with our partners from Intel, has enabled us to deliver these incredible products for 2022. Their work on cooling technologies and chassis craftsmanship is a very important but challenging task. Sometimes the improvements are invisible to customers, but they help us deliver amazing performance while keeping our laptops compact and light, which is exactly what customers are expecting from their next laptop,” said Benjamin Yeh, Asus East EMEA General Manager.

The event also shed light on the criteria used by customers today to choose technology products. Citing a market survey conducted by Kantar in 2019 with over 11,000 participants, Asus pointed out that end-users are increasingly looking for performance as the key factor when it comes to choosing their next laptop. This was followed by battery life, high-quality displays, and top build quality as the most important features customers look for.

With apps becoming more performance demanding with every passing generation, having a higher-end CPU can assure smooth operation, stressing the importance of the latest series of Intel processors that power Asus laptops.

Speaking at the event, Ali R. Kucuk, the Regional Director for the Middle East, Turkey, and Africa, detailed the performance edge that the company’s 12th Gen Intel Core H-Series of processors have over their competitors. Categorised into 3 different segments – U, P, and H – the 12th Gen Intel Core Mobile Processor family covers the performance needs of every laptop from the least demanding thin and light ones to the most power hungry ones meant for gaming enthusiasts. The U-Series of processors are meant for thin and light laptops with a power consumption of either 15W or 9W, while the P-Series of processors are meant for performance-based thin and light laptops with a power consumption of 28W. Meanwhile, the H-Series of processors for devices with a power consumption of 45W.