Computex 2024 has set a new benchmark, welcoming 1,500 technology companies to display their innovations across 4,500 booths. This year’s event, which commenced on Tuesday, features a predominant focus on artificial intelligence. Notably, semiconductor powerhouses Nvidia and AMD launched the show by presenting their latest AI chips during two consecutive keynote addresses in Taipei. The emphasis on AI computing comes shortly after Microsoft introduced its new line of Copilot+ AI PCs.
On the eve of Microsoft’s unveiling, Asus, a key OEM partner for the tech giant, introduced its inaugural AI-powered Copilot+ laptops, equipped with AMD’s cutting-edge Ryzen AI 9 HX 370 processor. The company also elaborated on its strategy to weave AI into various business facets during a launch event at Computex. Just before this announcement, Asus revealed the ROG Ally X, an enhanced version of its handheld gaming PC that debuted last year, boasting a larger battery and improved storage and memory.
The original Asus ROG Ally is notable for being one of the rare gaming handhelds officially released in India, establishing Asus as a leader in the local gaming PC market. The improved ROG Ally X is expected to reach Indian shores later this year.
According to Arnold Su, Vice President of Asus’ consumer and gaming PC operations in India, the company’s ambition revolves around not merely selling products but providing cutting-edge technology. Gadgets 360 interviewed Su at Computex, where he shared insights into the new handheld and the company’s vision for AI functionality in PCs.
The Asus ROG Ally X showcased at Computex 2024
Su expressed confidence in bringing the ROG Ally to Indian consumers. The handheld launched in India in July 2023, shortly after its global introduction. “We aim to showcase the latest technology in every market, not just India,” he stated.
Asus is keen to gauge customer acceptance of its new offerings. Su emphasized the necessity of presenting innovations to gauge interest among potential buyers. “If I don’t show, I never get a chance to know whether it can be sold,” he noted, reflecting on the company’s determination to introduce modern devices to the market.
In a landscape where mobile gaming predominates, dedicated gaming devices and consoles make up a small segment in India, and the handheld market remains particularly niche. The Nintendo Switch and Valve’s Steam Deck, although accessible online, are not officially sold within the country, and neither company has plans to alter that landscape.
While the Lenovo Legion Go was launched in September 2023, its availability in India remains uncertain. The MSI Claw A1M was introduced in March 2024, but concerns over market presence persist.
Asus, in contrast, is taking swift action. Su attributed the company’s rise to the second position in consumer PCs and its leadership in gaming PCs to its proactive approach in introducing new products to India. “We prioritize time-to-market. Over the past five years, we have been among the first to make the latest technology available in India, whether it’s a new CPU or GPU,” he confirmed.
Asus’ ROG Ally X aligns with the company’s strategy of diversifying gaming PC offerings. Su explained that while companies have primarily focused on performance, Asus has led the way with innovative form factors, such as developing the first two-in-one gaming laptop (ROG Flow X13) and a detachable gaming laptop (Z13). “For gamers, it’s not solely about powerful machines. Different market segments also need representation, and we ensure our presence in all of them,” Su added.
Arnold Su emphasized that the ROG Ally X is expected to launch in India in 2024
Photo Credit: Asus
Asus has established a significant footprint in the gaming handheld market. Although specific sales figures are not disclosed, reports indicate that approximately 70,000 to 80,000 units of the ROG Ally were sold in India as of January 2024. “Sales were strong initially, but they stabilized afterward,” Su remarked, explaining that consumers typically prefer established gaming devices. Many first-time buyers still favor traditional gaming laptops from the TUF range over the handheld offering, which debuted at a price of Rs. 69,990.
Looking ahead, the response to the ROG Ally has paved the way for excitement surrounding its successor, the ROG Ally X. The new iteration boasts substantial upgrades, including an 80Wh battery, 24GB of RAM, and 1TB SSD storage, priced at around $799—a $100 increase from the previous model.
While details on the launch timeline and local pricing remain vague, the ROG Ally X is anticipated to hit the Indian market later this year. Upon its release, it will likely be available at over 270 Asus retail locations throughout the country, each of which has displayed the original ROG Ally for customer interaction. Su highlighted the importance of showcasing new technology, regardless of its niche appeal. “Whether or not they choose to buy, at least they’ll know Asus has these products,” he stated.
Disclosure: Asus sponsored the correspondent’s flights and hotel for the event in Taipei.
