ASUS ROG Phone 9 series launches new product cycle ahead of schedule – every day
Asus will launch its new ROG Phone 9 series in Taiwan on the 20th. This release comes earlier than usual in the product cycle. Asus aims for a double-digit sales growth for the ROG Phone 9 series, targeting the high-end mobile phone market and focusing on e-sports enthusiasts.
The previous ROG Phone 8 series came out earlier this year, and the new series features Qualcomm’s latest Snapdragon 8 Elite processor. The ROG Phone 9 Pro Edition will sell for NT$45,990, while the standard ROG Phone 9 and the advanced ROG Phone 9 Pro will be priced at NT$36,990 and NT$39,990, respectively. All models are positioned within the high-end price range.
Zhang Shunjiang, ASUS Mobile Phones Global Marketing Director, stated that the company is quickly pursuing new technology and product launches to maintain its market share in the competitive e-sports mobile market. The ROG Phone 9 series is notable as the first flagship phone with Snapdragon 8 Elite outside of China.
What are the key features of the ROG Phone 9 series that set it apart from previous models?
Interview with Zhang Shunjiang, ASUS Mobile Phones Global Marketing Director on the Upcoming ROG Phone 9 Series Launch
News Directory 3: Thank you for joining us today, Zhang. Asus is set to launch the ROG Phone 9 series in Taiwan on the 20th, which is notably earlier than your typical product cycle. What prompted this decision?
Zhang Shunjiang: Thank you for having me. We’re excited about the upcoming launch of the ROG Phone 9 series. The earlier release this year is a strategic move to capitalize on the momentum we’ve built with our previous models and to quickly introduce the latest technology to our consumers. The gaming and e-sports landscape is evolving rapidly, and we want to ensure that our products stay at the forefront.
News Directory 3: The ROG Phone 9 series is targeting e-sports enthusiasts and the high-end mobile phone market. Can you elaborate on your sales goals and what sets this series apart?
Zhang Shunjiang: Absolutely. We aim for double-digit sales growth with the ROG Phone 9 series. We are particularly focused on e-sports enthusiasts, who demand top-tier performance and features from their devices. The ROG Phone 9 series is significant because it’s the first flagship to feature Qualcomm’s latest Snapdragon 8 Elite processor outside of China. This will provide gamers with unparalleled performance, which is crucial for both competitive gaming and everyday usage.
News Directory 3: The pricing of the ROG Phone 9 series places it firmly in the high-end range. Could you break down the pricing structure and what customers can expect at each price point?
Zhang Shunjiang: Certainly. The ROG Phone 9 Pro Edition will retail for NT$45,990, while the standard ROG Phone 9 will be available for NT$36,990, and the advanced ROG Phone 9 Pro will be priced at NT$39,990. Each model is designed with unique features and specifications to cater to different user needs, ensuring that whether you’re a casual gamer or a hardcore enthusiast, there’s an option that meets your requirements.
News Directory 3: You mentioned maintaining market share amidst competition. How are you positioning the ROG Phone 9 series to achieve this?
Zhang Shunjiang: Our strategy revolves around quickly pursuing new technologies and innovative designs that resonate with our target audience. We’ve witnessed considerable success with the ROG Phone 8 series, which saw a 15% increase in sales compared to the previous generation, and our high-end models even reached a remarkable 66% growth. We believe that by continuing to push the boundaries of performance and integrating feedback from the gaming community, the ROG Phone 9 series will capture a significant share of the high-end market.
News Directory 3: considering the recent growth in AI server business affecting your mobile division, what are your expectations for the ROG Phone 9 series concerning profitability?
Zhang Shunjiang: While the AI server business has indeed changed the composition of our overall revenue, we remain optimistic about the ROG Phone 9 series. Internally, we estimate that selling over one million units will be profitable, given the high-end pricing and the premium features we have included. Our continued investment in research and development ensures that we are poised to achieve strong sales and maintain a healthy average selling price.
News Directory 3: Thank you, Zhang, for your insights. We look forward to the launch event and seeing how the ROG Phone 9 series performs in the market.
Asus remains positive about the high-end smartphone market, anticipating strong sales and a good average selling price for the ROG Phone 9 series. The previous ROG Phone 8 series saw a 15% increase in sales over the first six months, compared to the ROG Phone 7 series, with the high-end models seeing a remarkable 66% increase.
While the growth in AI server business reduced the share of mobile phones in Asus’ overall business, internal estimates suggest that selling over one million units will yield profits.