With 5,000 in-house engineers, the company has spent more than $450 million in R&D.

How much does it take to become a worldwide top-three consumer notebook vendor and maker of the bestselling, most-awarded motherboards?

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ASUS told Lifestyle Asia that, true to its motto, the company trusted the experts to make its flagship products.

The result is a lineup of laptops and other technology that maximize power at different price points for all consumers.

Particularly, the ASUS ExpertBook Series demonstrates what the brand has to offer. Namely: ASUS ExpertBook B1, ASUS ExpertBook B3 Flip, ASUS ExpertBook B5 Flip, ASUS ExpertBook B7 Flip, and ASUS ExpertBook B9.

The series offers devices that are thin and light, use industry-level security, and have military-grade toughness. Altogether, these imagine the “future of mobility.”


To produce these low, middle, and high-end—but all high-tech—products, ASUS invested significantly in research and development (R&D).

“The service, the quality of the material used, we don’t compromise. That is our mindset. To design our products to ensure that every segment of our end users can enjoy the best products for their usage in daily life” open platform regional head for Southeast Asia Eason Lin said.

ASUS Open Platform Regional Head for Southeast Asia Eason Lin
 Open Platform Regional Head for Southeast Asia Eason Lin

In fact, the company has spent over $450 million in R&D, based on its 2021 detailed sustainability report.

The amount supports around 5,000 in-house engineers, known as R&D professionals. These employees alone comprise a third of the company’s total workforce of over 15,000.

“Investment in R&D counts not just in numbers or dollars, but in human resources… And that’s the main reason that we are able to deliver so many top-of-the-line innovative products,” system country head manager George Su said.

ASUS System Country Head Manager George Su
System Country Head Manager George Su

In terms of prestige and profitability, the company’s investment has already paid off.

Its latest successes include a record-breaking 39 accolades in the 2022 Red Dot Design Awards, specifically in Product Design.

The ASUS Group’s consolidated revenue for 2020 reached over $17.5 billion. Meanwhile, its net profit after tax was over $1.5 billion.


Aside from product development, the company prides itself on its customer service programs through ASUS Business.

This features solutions like providing a dedicated account team for businesses of any size, door-to-door delivery and return service, continuous feedback-tracking, and next-business day onsite service.

Furthermore, ASUS Business implements corporate social responsibility internally through sustainable product development and externally through outreach initiatives. Local beneficiaries include various institutions and nongovernmental organizations.

ASUS Business recently held its Partner Gathering 2022 event at Ascott Bonifacio Global City to acknowledge everyone involved. It reaffirmed its commitment to quality assurance in both its products and services, inviting the public to #TrustTheExperts.

“What we can offer is quality. The first thing before we push into the market is quality assurance. From that solid foundation, then we develop different product lines. So quality is really the bedrock of everything we do at ASUS,” Su concluded.

For more information on ASUS products, visit the ASUS Philippines website. Follow ASUS Philippines on social media (@ASUSph).

Photos by Excel Panlaque of Studio 100.




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