At GITEX Global 2025, ASUS highlights its evolution from a consumer icon to an enterprise enabler, unveiling AI-powered devices, sustainable manufacturing, and strategic collaborations across the GCC.
The global computing landscape is undergoing a radical transformation—fueled by artificial intelligence, sustainability imperatives, and the rise of hybrid work. Amid this paradigm shift, ASUS, long celebrated as a powerhouse in gaming and consumer technology, is rewriting its narrative in the Middle East. At GITEX Global 2025 in Dubai, the company showcased its renewed focus on AI-driven enterprise computing, underscoring its growing alignment with the region’s digital transformation and sustainability goals.
Leading this transformation is Mohit Bector, Head of Business Development – MEA, ASUS, who shared insights on the company’s regional roadmap, innovation priorities, and vision for the future in an exclusive conversation with Enterprise IT World MEA.
AI at the Core of Computing Evolution
“Today, we are living in an incredibly exciting time for technology,” Bector began. “AI is penetrating every vertical, every nation. And we are lucky to be in a region where leadership is embracing AI like nowhere else in the world.”
According to him, ASUS views this AI revolution not as an isolated trend but as a complete redefinition of computing. The company is moving rapidly from traditional CPUs and GPUs to integrated NPUs (Neural Processing Units) that drive on-device intelligence. These new systems are at the heart of the company’s Copilot+ PC series, designed to deliver exceptional performance, energy efficiency, and real-time AI processing capabilities.
“We’re aligning with the UAE’s AI vision by bringing enterprise-grade innovation closer to the user.”
– Mohit Bector, Head of Business Development – MEA, ASUS
“We were among the first to market with Copilot+ AI devices last year,” Bector noted. “Our new architecture brings silicon-level intelligence to the user, enabling them to process complex AI workloads directly on their laptops or desktops—securely and efficiently.”
He added that ASUS’s enterprise-class devices are capable of delivering 12–15 hours of battery life, even while performing AI-heavy operations. “Today’s professionals are mobile and multitasking across collaboration, analytics, and design. They expect longer uptime and faster response. With NPU-driven computing, users experience power efficiency that was previously unthinkable.”
From Gaming to Enterprise Powerhouse
ASUS’s transformation from a consumer and gaming brand into a B2B technology enabler didn’t happen overnight. The company leveraged its decades of experience in high-performance component engineering, including its dominant position in the motherboard market, to build a new commercial identity.
“Thirty-six years ago, ASUS began as a motherboard manufacturer. Even today, we hold over 50% of that global market,” Bector said proudly. “That legacy gave us the foundation to deliver reliability and performance. But after conquering gaming and consumer segments, we realized we were missing a significant share of the enterprise pie—almost 50% of the global computing market.”
Five years ago, ASUS initiated a dedicated B2B business division to address that gap. The new strategy focused on engineering devices from scratch for enterprise workloads, investing in regional offices, and building relationships with local partners and governments.
“The Middle East is a strategic region for us,” Bector affirmed. “This is a part of the world that loves to lead—from having the tallest tower to the world’s first Ministry of AI. We want to align with that leadership mindset and bring the right technology at the right time.”
Strategic Partnerships and Local Collaboration
Bector emphasized that ASUS’s expansion in the enterprise space is deeply tied to its channel ecosystem. The company’s philosophy revolves around empowering value-added distributors, system integrators (SIs), and local software innovators to deliver holistic AI solutions.
“As a global OEM, we don’t sell directly to end customers,” he explained. “Our success depends on our partners. Many of them have been with us for over five years. What’s exciting now is that we’re co-developing AI solutions with local startups.”
One of ASUS’s upcoming projects involves a UAE-grown AI software company, with which ASUS is launching a co-branded AI PC that comes preloaded with locally developed enterprise AI tools.
“It’s an out-of-the-box AI experience developed in the UAE and integrated on ASUS devices,” said Bector. “This is a proud collaboration that not only supports local innovation but also delivers practical value for enterprise users.”
Navigating a Competitive B2B Landscape
Transitioning from consumer to enterprise markets comes with its challenges. The Middle East’s commercial computing space is already dominated by long-established global players. But for Bector, that’s exactly what makes the journey exciting.
“There’s definitely a higher entry barrier in B2B. Trust is everything,” he acknowledged. “Many IT managers have been working with the same brands for years. We respect that. Our approach is not to disrupt but to collaborate and complement existing ecosystems.”
ASUS’s B2B strategy began with a focus on public sector and education, where reliability, security, and value are critical. These sectors, he said, helped ASUS establish credibility in the region.
“Education and public sector have been our two strong pillars,” Bector shared. “In some countries across the Middle East and CIS, we’ve achieved double-digit market share in these segments. This year alone, we are expecting over 30% year-on-year growth in our commercial business.”
With this strong foundation, ASUS is now preparing to expand aggressively into private-sector verticals such as healthcare, finance, and professional services—leveraging its broadening product portfolio and expanding partner base.
Channel Engagement and Partner Evolution
The shift to enterprise also requires a new breed of partners—those capable of integrating hardware with services and managed solutions.
“When you look at large SIs and VARs in this region, many have long-standing relationships with other vendors. So, why would they work with ASUS?” Bector said candidly. “The answer lies in identifying the gaps—the use cases or customers where their current vendors cannot deliver. We position ourselves to fill those gaps with innovation, flexibility, and value.”
He added that ASUS’s expanding portfolio, updated every six months, allows partners to target new verticals and customer segments. “Our goal is to make it easier for partners to say yes—by giving them differentiated products, competitive margins, and local support.”
Sustainability: A Core Philosophy
Beyond innovation, ASUS has been deeply committed to sustainability and ESG compliance—long before these became industry buzzwords.
“ESG is not a checkbox for us; it’s part of our DNA,” Bector stressed. “We are working to make our Taiwan headquarters carbon neutral by 2030, reducing electricity usage and promoting reforestation wherever possible.”
From a product standpoint, most ASUS commercial devices under the ExpertBook and ExpertCenter series meet EPEAT Gold standards for energy efficiency. The company also pioneered the world’s first carbon-neutral laptop, the ASUS ExpertBook B9, offsetting all emissions from manufacturing to distribution.
“These practices are not just compliance-driven—they’re our responsibility as a global manufacturer,” Bector said. “We want to lead by example and move steadily toward a circular economy.”
Looking Ahead: AI, Innovation, and Impact
As the conversation concluded, Bector reflected on the road ahead for ASUS in the Middle East.
“The coming years are going to be transformative,” he said. “AI will redefine how enterprises work, how they compute, and how they collaborate. ASUS is committed to empowering that change—through innovation, sustainability, and partnership.”
With its deep engineering roots, growing local presence, and a clear commitment to AI-enabled enterprise computing, ASUS is well-positioned to become a major force in the region’s digital ecosystem. “This region doesn’t settle for second place,” Bector concluded. “And neither do we. Our mission is to bring meaningful innovation that helps businesses thrive in the era of AI.”
