ASUS is looking to ship about 35-40 million smartphones each year, by the year 2020. That's just a few years away, and the company is going to need to grow pretty substantially to meet that goal. Considering the company shipped 20 million units in 2016. That effectively means that they need to double the amount they are shipping. It's not impossible for ASUS, but it does mean that they'll need to put in some extra work. At CES 2017, the company unveiled two new ZenFone smartphones, the ZenFone 3 Zoom which is being added to the existing ZenFone 3 lineup, and adds in a pretty large camera that has optical zoom capabilities. The other was the ZenFone AR, which is the first smartphone to bring Tango and Daydream into a single smartphone – also the first smartphone to have 8GB of RAM.
The Taiwanese manufacturer is set to unveil the ZenFone 4 in the second quarter of the year, according to their CEO Jerry Shen. The company has put out some great smartphones, but have had trouble grabbing a decent size of the market in the US. ASUS is a much larger manufacturer in Asia than in the Americas. That's something they are looking to change, especially since users are already buying their other products, like their Gaming PC's, Chromebooks and other PC's. In 2016, ASUS did see a rather large uptick in market share, seeing 5% increase globally, and increases in individual markets hitting double digits.
It's not impossible for ASUS to hit this target of 35-40 million units shipped per year, especially since they are giving themselves a few years to get there, but they will need to work harder in key markets like the US, China and India, which are the three largest markets right now. The company is already working hard in China, having just released the ZenFone Pegasus 3S in that country, with a rather large battery. In the US, ASUS needs to make a bigger name for themselves, and possibly work on getting their smartphones sold through the carriers instead of just being available unlocked. Either way, it'll be great to see how far ASUS has come, by the time 2020 hits.