comscore Asus CEO aiming for Top 5 position in one year, bets big on AI-heavy Zenfone 5Z | BGR India

Asus CEO aiming for Top 5 position in one year, bets big on AI-heavy Zenfone 5Z

Jerry Shen says Asus Zenfone 5Z is "the most intelligent Zenfone ever."


Artificial Intelligence is increasingly becoming a buzzword in flagship smartphones. Today, Asus launched its new flagship smartphone Zenfone 5Z with Snapdragon 845 which integrates the third generation AI Engine on to the chip making it “the most intelligent Zenfone ever” in company’s claims.

Asus Zenfone 5Z bets heavy on AI features like AI Charging, AI Scene Detection in camera, AI Ringtones, and AI Photo Learning. The company believes that Zenfone 5Z’s “advanced AI algorithms and machine learning” can help it regain consumers in India which it lost to aggressive online strategy by Xiaomi and OnePlus.

Speaking to a section of media, Asus CEO Jerry Shen said that the company is aiming for the top 5 position in smartphone segment in next one year. With the kind of innovation in Asus Zenfone 5Z, Shen expects that it will reach Indian consumers despite OnePlus being the favorite. He said Asus believes in innovation for the end consumer and their approach can be seen in Asus Zenfone Max Pro M1, which received overwhelming response on Flipkart in India.

Apparently, the stock Android OS for Zenfone Max Pro M1 was a conscious decision by Asus, but company has no plans to take it further. With AI boost in the market, the company looks to polish its existing ZenUI to get more and more features with AI onboard, although the approach will be minimalistic like the stock Android, something like Samsung doing with its TouchWiz.

In a conversation with BGR India, Dinesh Sharma, Director Mobile Business, Asus India said that the company is committed to Indian consumers, and you’ll see the company going more aggressive in all segments and not just budget.

While talking about the Asus Zenfone 5Z, Sharma said that Asus with Qualcomm (their Snapdragon 845 SoC) has taken smartphones to another level and these will now be recognized as ‘Intelligent Phones’. He believes that there’s still a vacuum in the flagship segment despite OnePlus’ heavy dominance, and Asus with its innovation in Zenfone 5Z will reach customers.

Sharma also spoke about some of the AI features integrated in Asus Zenfone 5Z. The ‘AI Charging’ feature for instance learns users’ charging pattern in over 7 days time to ‘ensure 2X battery life’. For example, if a user has a habit of putting his or her phone on charging at night, the phone’s ‘AI Charging’ feature ensures that the phone charges up to 80 percent very quickly, and keeps it at that level because you’re not using it, and just 2 hours before your usual waking time (which is the time of use of your smartphone) it starts charging the phone slowly to go full 100 percent. With ‘AI Ringtones’, the Asus Zenfone 5Z analyzes ambient noise, and if the environment is silent (such as board room meetings), it starts very low with the ringing volume.

Sharma said that AI innovation won’t be restricted to flagship devices, but will be extended to the mid-budget segment as well with Qualcomm’s partnership and ZenUI integration.

  • Published Date: July 4, 2018 4:47 PM IST
  • Updated Date: July 4, 2018 5:12 PM IST

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Asus Zenfone 5Z


Android Oreo with ZenUI 5
Qualcomm Snapdragon 845
12MP + 8MP dual Camera