ASUS Outlines “EVOLVE” Strategy at 2026 APAC Partner Summit in Sydney
TL;DR: ASUS concluded its 2026 APAC Partner Summit in Sydney, aiming for 30% consumer notebook market share via an “EVOLVE” strategy focusing on omnichannel excellence and AI. ASUS Malaysia celebrated a strong 2025 with 30% local market share and outlined plans to strengthen its 928-store retail network.
ASUS wrapped up its 2026 Asia-Pacific Partner Summit in Sydney this week under the theme “EVOLVE.” The event united over 215 premium partners and industry leaders, including ecosystem giants Intel and Microsoft, to map out the company’s next growth phase.
ASUS set a bold target to achieve a 30% Consumer Notebook market share across the Asia-Pacific region. To reach this, the company plans to accelerate innovation, sharpen its portfolio, and execute a robust omnichannel strategy.
Peter Chang, General Manager of APAC Consumer Business at ASUS, noted that “EVOLVE” signifies a shift toward deeper collaboration.
“Amid current market complexities, we are committed to aligning our digital transformation goals with a strong omnichannel strategy,” said Chang. “This approach enables us to navigate challenges and create a marketplace where innovation directly contributes to long-term regional resilience.”
Malaysia in Focus
ASUS Malaysia, joined by 18 key partners, celebrated a strong 2025 where it secured a 30% share of the local Consumer Notebook market.
With 928 retail stores nationwide, the division is doubling down on the in-store experience using trained professionals and interactive displays, while simultaneously strengthening its online platforms for a seamless journey. Engagement will be driven by on-ground activations like the ASUS & ROG Fest and joint marketing initiatives with partners including AMD, Intel, Microsoft, NVIDIA, and Qualcomm.
Roadmap for 2026
The summit outlined a roadmap built on three core pillars:
- Omnichannel Excellence: Integrating online and offline platforms to enhance the customer journey and brand loyalty.
- User-Centric AI: Moving beyond hardware specs to create intuitive “hybrid AI” experiences and virtual assistants that offer real-world value.
- Navigating Market Constraints: Proactively addressing potential price hikes and supply shortages by working with partners to provide adaptable solutions across price points.
Product Strategy
ASUS reaffirmed its “Lifestyle portfolio”, Zenbook, ProArt, and Vivobook S, as key growth engines, operating alongside its gaming heavyweights: ROG Zephyrus, ROG Strix, and TUF Gaming.
