Jasmine Lin, Country Head for ASUS South and Southern Africa.

Seven years ago, after a successful career with ASUS in North Africa and Turkey, Jasmine Lin embraced the challenge of overseeing the South African market. She set out on a journey of comprehensive reorganisation, with a renewed focus on the all-important fundamentals of good business and quality service. Today, her role as Southern Africa Region Country Head includes both product management and marketing.

“There have been numerous challenges in this journey,” says Lin. “The pandemic and the subsequent economic instability it created, the shift to work from home, and loadshedding have all created a ‘new normal’ to which people have had to adapt. I believe there is a lot of potential in this emerging market, in South Africa and throughout Southern Africa, especially as internet penetration improves. Africa is a unique environment, with so many different cultures, languages, and political and economic situations. We strive to understand each set of circumstances as well as we can, in order to effectively manage, and serve, this area.”

ASUS South Africa is very strong in the consumer space, and has seen impressive growth over the years, with more than 25% of the market today, and more than 50% of the specialised, niche gaming market. ASUS is the number one leader in the South African gaming market, thanks to its wide range of high performance machines.

As a result of this success, ASUS South Africa has now moved its focus into the commercial sector. The company is adapting the new technology ASUS is bringing to market, and expanding its commercial product range with a number of innovative solutions. These will meet the needs of small and large organisations, as well as the public sector, and schools. As part of its extensive range, ASUS offers Open Platform, a networking product, as well as a range of PC products, including desktop computers, motherboards and components, screens and displays, and accessories. “ASUS is famous for innovations,” Lin says. “We innovated the dual screen for PC use, and also an exclusive technology allowing for a number touchpad on a smaller keyboard. Our ‘all in one’ PCs with a UPS backup system are used at point of sale by many retail stores as they work throughout loadshedding. Our innovations are well known for boosting productivity in the workplace, and enhancing the user experience.”

Product reliability

ASUS is a product-driven company, and one of its biggest strengths is the reliability of the products. “Our quality is outstanding, we rarely have complaints, and if any issues are experienced by our users, we have a next-business-day, onsite service where faults can be logged online and a technician will come to the premises the following workday,” Lin explains. “We do a lot of work with industry leaders in the market, testing our products, so their reliability is not simply a claim, but has been proven.”

The cornerstones of ASUS South Africa’s success include a strong company culture, transparency, and excellent communication within the organisation, and outside of it. “Every challenge is regarded as an opportunity for growth and improvement. We have been growing steadily in Southern Africa, and we are always looking for talent to join our team. Our next goal is to be able to take on more enterprise clients, and offer them the very best service,” Lin says.

Looking ahead to 2024, Lin is excited about expanding and developing business initiatives that will solidify ASUS’ standing as an industry leader. “With an ongoing commitment to excellence, I am passionate about driving innovation, fostering team collaboration, and consistently achieving outstanding results,” she concludes.