Computex 2015: Asus pushes luxury with new ZenPad tablets

Network World | Jun 2, 2015

Asus is hoping consumers consider it's three new ZenPad tablets luxury items

Asus hopes a little luxury to help tablet sales


The company’s new ZenPad tablets are based on Android 5.0, the latest Atom chips from Intel and will come in 7, 8 and 10-inch display sizes.

A key selling point is the selection of cases - a clutch case that disguises the tablet as a fashion accessory, colored cases to coordinate with outfits and a case that packs a battery good for 15 hours of tablet use.

They were introduced in fashion-show like event in Taipei and Asus is keen to have them seen as luxury items, but the hardware itself isn’t so different from other tablets. In fact, the the backing on the low-end devices is a textured plastic.

You have to move get the higher-spec ZenPad 8S to move to the supposedly more luxurious metal and leather back.

Growth in the tablet market is slowing down globally. IDC expects compound annual growth of just under 4 percent in the next few years - a big slowdown from the surging sales of a few years ago. So it’s in this light that Asus is trying to step up its game, making its products more attractive and, if they can sell the luxury line, perhaps maintaining a price premium on the competition.

The ZenPad tablets will be available from the third quarter.