ASUS Targets 30% Market Share With New EVOLVE Strategy
February 09, 2026 ・0 comments
The Foundations of the EVOLVE Strategy
The EVOLVE strategy is not merely a marketing slogan but a structured methodology designed to address the shifting landscape of professional computing. ASUS has identified four key vertical pillars that will drive this growth: Education, Healthcare, Enterprise, and Manufacturing. In the Malaysian context, these sectors are currently undergoing rapid digital transformation. With government initiatives such as the MyDIGITAL blueprint, there is a surging demand for hardware that can support sophisticated software ecosystems while remaining cost-effective and durable.
For the Malaysian education sector, the focus is on providing robust devices that can withstand the rigours of daily student use. Whether it is for primary schools or higher education institutions in Kuala Lumpur, the emphasis is on longevity and security. In the enterprise and SMB (Small and Medium Business) space, the strategy revolves around customisable solutions. Local business owners often require hardware that can be tailored to specific budgets in Ringgit Malaysia (RM) without sacrificing the "Pro" features necessary for modern cybersecurity.
The Rise of AI PCs and the Copilot+ Era
A central theme of the APAC Partner Summit was the integration of Artificial Intelligence (AI) into the core of the computing experience. ASUS is betting heavily on the AI PC revolution, particularly with the introduction of Copilot+ PCs. These devices are equipped with dedicated Neural Processing Units (NPUs) capable of handling complex AI tasks locally rather than relying solely on the cloud. This is a game-changer for Malaysian professionals who require data privacy and high-speed processing for tasks such as real-time video editing or large-scale data analysis.
The ExpertBook P series, specifically the ExpertBook P5, was a highlight of the summit. This device is designed for the modern "prosumer" and business executive. With its AI-ready capabilities, it offers features like AI-driven noise cancellation and enhanced security protocols. For a professional working in a bustling centre like Bangsar or mid-valley, these features ensure that virtual meetings remain clear and secure, even when working from a noisy café or a home office powered by local high-speed fibre networks like Unifi or Maxis.
Optimising for the Malaysian Climate and Infrastructure
ASUS hardware is engineered to meet MIL-STD 810H military-grade standards, which is particularly relevant for the Malaysian market. Our tropical heat and high humidity levels can be detrimental to sensitive electronics. The ExpertBook and ExpertCenter lineups are tested to ensure they can operate efficiently in these conditions, providing peace of mind for site engineers in the manufacturing sector or outdoor researchers who need reliable tech in the field.
Furthermore, the "Next Unit of Computing" (NUC) products, which ASUS recently took over from Intel, offer a compact solution for space-constrained offices in urban centres. These small-form-factor PCs are ideal for digital signage, point-of-sale systems in retail malls, and compact workstations in high-rise office blocks, offering the power of a full-sized desktop without the massive footprint.
Bridging the Gap Between Consumer and Commercial
One of the challenges ASUS faces is the perception of being primarily a gaming or consumer laptop brand. The EVOLVE strategy seeks to bridge this gap by showcasing the "Expert" series' professional credentials. Unlike consumer models, the ExpertBook and ExpertCenter series offer features such as TPM 2.0 security, physical webcam shields, and long-term spare part availability. This is crucial for Malaysian IT managers who need to maintain a fleet of devices over a five-year lifecycle.
"The shift toward a 30% market share is not just about volume; it is about becoming the most trusted technology partner for businesses in the APAC region. By focusing on AI and sustainability, we are providing tools that help companies future-proof their operations in an increasingly competitive global economy."
Commitment to Sustainability and Local Support
Sustainability was a major talking point at the summit. ASUS is committed to carbon neutrality and the use of eco-friendly materials in its packaging and product construction. For Malaysian corporations that are increasingly being held to ESG (Environmental, Social, and Governance) standards, partnering with a sustainable hardware provider like ASUS helps them meet their own corporate responsibility goals. This includes the use of post-consumer recycled plastics and energy-efficient designs that reduce the overall carbon footprint of an office's IT department.
Support is another critical area where ASUS is enhancing its presence in Malaysia. The brand is expanding its service centre network to ensure that business clients receive priority support. This includes on-site services and dedicated account managers for large-scale deployments, ensuring that downtime is minimised for local businesses where "time is money."
Conclusion: A New Era for Professional Computing
The 2026 goal is ambitious, but with the EVOLVE strategy, ASUS is demonstrating a clear understanding of the nuances of the APAC market. By combining cutting-edge AI technology with rugged, reliable hardware and a focus on industry-specific solutions, they are well-positioned to challenge the established incumbents in the commercial space. For Malaysian businesses, this means more choice, better technology, and hardware that is built to survive the local environment while thriving in the global digital economy. Whether you are an SME owner or an IT director for a multinational corporation, the new ASUS commercial roadmap offers a compelling case for your next hardware refresh.
We invite you to share your thoughts. Is your organisation ready to transition to AI-powered laptops, or are you looking for more traditional desktop solutions for your Malaysian office? Let us know in the comments below.
Frequently Asked Questions
What is the ASUS EVOLVE strategy?
The EVOLVE strategy is a long-term business plan aimed at capturing a 30% commercial market share in the APAC region by 2026. It focuses on four pillars: Education, Healthcare, Enterprise, and Manufacturing, with a heavy emphasis on AI-driven hardware and sustainable practices.
Are the new ASUS ExpertBook laptops available in Malaysia?
Yes, the ExpertBook series, including the AI-ready ExpertBook P5, is being rolled out across Malaysia. You can find them through authorised ASUS Business partners and major IT retailers in locations like Low Yat Plaza or Digital Mall.
Does ASUS provide local warranty support for businesses?
Absolutely. ASUS Malaysia offers comprehensive commercial support, including on-site service and extended warranty packages tailored for corporate clients to ensure minimal disruption to business operations.
How does the AI PC benefit a typical Malaysian office worker?
AI PCs, such as the Copilot+ models, allow for faster processing of AI tasks like background blur in video calls, live captions, and advanced cybersecurity features directly on the device, which improves productivity and data privacy even with standard office internet speeds.
Can the ASUS NUC replace a traditional desktop for my business?
Yes, the ASUS NUC (Next Unit of Computing) provides the performance of a full-sized desktop in a tiny form factor. It is ideal for Malaysian businesses with limited desk space or those needing powerful, discreet units for retail and digital displays.
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