ASUS Strengthens Presence in Kenya, Eyes Expansion into East Africa

Computer and phone hardware and electronics company AsusTek Computer Inc. (ASUS) has introduced its new laptop models, ZenBook, VivoBook, and TUF Gaming into the Kenyan market as it seeks to boost its market share and expand into the wider East African markets.

ASUS now controls 20 percent of the PC market in Kenya and hopes to grow this by introducing highly innovative products and expanded presence.

ASUS Regional Manager for Africa, Israel, and Turkey Bora Aras said boosting the company’s operations in Kenya was an essential part of expanding its footprint in the East Africa region.

“ASUS is making a concerted effort to tap into the growing opportunities in Africa and bolster its operations in the region with strategic investments,” Mr. Aras explained. “This is an important first step towards unlocking the east Africa region and eventually expanding our presence in the African continent.

Benjamin Yeh, ASUS E.EMEA General Manager PC & Gaming, said the company was banking on its innovation prowess to capture and grow the Kenyan market adding that Kenya was one of the promising and key markets for ASUS in Africa.

“We are happy to launch our latest products in Nairobi today. At ASUS, we strongly believe that our passion for new technologies fits perfectly with Africa’s young and ambitious population’s expectations,” said Mr. Yeh.

The company is also seeking to serve and eventually develop other regional markets like Uganda, Tanzania, and Rwanda out of Kenya since The Kenyan market has proven to be receptive to their products.

ASUS established a legal entity in Kenya three years ago with the express aim of growing its mobile PC business in the African market.  The company also runs operations in Nigeria and South Africa.