Egypt acquires 10% of Asus investments in 2021: Regional official

Mohamed Alaa El-Din
3 Min Read

Aaron Tsai, Regional Director of the Sales Department in the Middle East for Asus International, said the Egyptian market acquired 10% ($1.9bn) of Asus investment in 66 countries around the world, estimated at a total of $19bn in 2021.

Tsai added, in an interview with Daily News Egypt, that there are promising opportunities for the company in the Egyptian market, despite the surrounding local and global challenges, but the challenges in the Egyptian market are similar to other global countries.

He added that the company’s market share in Egypt reaches 18% and that according to IDC and GFK, Asus is considered one of the three big players in the Egyptian market. Regarding the electronic chip shortage crisis, Tsai said that the company had a strategic stock that was able to compensate for the global shortage in its products. The chip shortage crisis is on its way to a radical solution, he noted.

He stressed that ASUS supported the Egyptian market with prices, as it bore part of the price hike instead of the customer, especially since the company returned to work strongly in the Egyptian market in 2019 after moving the exchange rate in 2016, which was followed by the company’s final exit from the local market, but it began to return strongly through a group of pioneering products that meet the needs of the Egyptian market, as it introduced its latest innovation, the long-awaited Zenbook 17 Fold OLED, the world’s first 17.3-inch foldable laptop.

Yasser El-Matrawy, Director of Sales Channels at Asus Egypt, explained that the company has three major agents in the Egyptian market, namely Metra, Reading Tone, and Mass. These companies are also working to provide technical support and maintenance services in agreement with the company’s representative office in Egypt.

He added that the large percentage of the company’s business is represented in the supply to institutions, private sector companies and individuals. As for the government side, the company’s share in it is somewhat limited, except that the company supplies some equipment from time to time in government projects, some of which belong to Banque Misr, as well as the New Administrative Capital.

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