In a rapidly evolving tech landscape, global PC leader ASUS is redefining how it approaches commercial products. Traditionally, laptops and desktops sold to businesses were targeted through bulk tenders and corporate projects. But a recent strategy shift reveals a surprising insight: even commercial products are now influenced by end-user awareness.
In an interview with Daily Sun, Rex Lee, corporate vice president and general manager of APAC Commercial of ASUS, explained that data is at the heart of ASUS’s strategy. 
“We rely heavily on tools like Google Trends to identify hidden market opportunities,” he said. “We noticed that commercial brands such as Lenovo ThinkPad consistently receive high search interest — comparable to consumer lines like ASUS VivoBook. That was intriguing, because commercial PCs are typically purchased by corporations, not individuals.”
Digging deeper, ASUS discovered that a significant segment of searches comes from small and medium-sized businesses (SMBs) and individual professionals who influence purchasing decisions. 
“Even for commercial products, brand awareness among end-users matters. That’s why influencer marketing has become part of our strategy,” Lee, who recently visited Bangladesh, added.
By engaging potential users on platforms like Facebook, Instagram, TikTok, and YouTube, ASUS can plant its products on the radar of the people who will ultimately recommend or use them in their workplaces.
The company’s approach goes beyond traditional B2B tactics. “Whether it’s an IT manager or the CEO of a large tech firm, at the end of the day, they are consumers — ordinary people on social media,” Lee explained. 
Early exposure through influencers may not immediately generate massive awareness, but it builds mindshare and increases the likelihood of ASUS products being shortlisted in corporate procurement decisions.
In Bangladesh, ASUS collaborated with local tech influencers to showcase the ExpertBook, sharing demo videos, product reviews, and workplace use-cases. This helped generate awareness among SMB owners and professionals, driving both corporate and individual inquiries.
Another factor giving ASUS a competitive edge is its consumer-focused design expertise. The lines between personal and work devices are blurring, particularly in the laptop market. Employees increasingly prefer devices that serve both purposes.
“People want laptops they can carry and use seamlessly for work, but they also want sleek, stylish devices that suit their personal aesthetics,” said Lee. This trend is evident in the popularity of MacBooks, where users buy not just a product, but a lifestyle.
ASUS leverages its experience in creating attractive, elegant consumer products to penetrate the commercial market. The recently launched ExpertBook exemplifies this approach, combining professional-grade performance with stylish design suitable for personal use. 
“Our expertise in consumer product design gives us a significant advantage in the commercial space. We ensure that our laptops meet the dual demands of functionality and lifestyle,” Lee added.
Bangladesh’s market potential is a key reason ASUS is investing heavily in the country.
“Bangladesh’s appeal lies in its 180 million people. We’ve seen similar growth in India: in 2015, the PC market was three million units; today it’s seven million. While Bangladesh’s market is still modest, it is poised for exponential growth. Investing now allows us to capture market share early. PCs are our core business, and markets like Bangladesh are crucial for achieving our global goal of becoming the world’s number-one PC brand,” Lee explained.