ASUS's bid for Vietnam's enterprise PC crown

For years, Vietnam's commercial PC market has been characterized by deep-rooted brand loyalty and stagnation. Enterprises rarely switch hardware providers due to the immense complexities of overhauling synchronized IT infrastructures, making it notoriously difficult for challenger brands to break through.

However, sweeping technological shifts, most notably the global sun-setting of Windows 10 and the meteoric integration of artificial intelligence (AI), are forcing a corporate rethink. Taiwanese tech titan ASUS sees this transition not just as an industry evolution, but as a rare, wide-open window to disrupt the status quo.

With the recent launch of its flagship ExpertBook Ultra in Ho Chi Minh City, arriving exactly a year after the debut of its ExpertBook P Series, ASUS has drawn a line in the sand. The company has publicly announced a bold objective to become the number one enterprise PC brand in Vietnam by the end of 2028.

The pivot to enterprise growth

This ambition is backed by undeniable momentum. According to ASUS Co-CEO S.Y. Hsu, the B2B segment has emerged as a crucial growth engine for the broader corporation, with Vietnam strategically identified as a priority epicenter in Southeast Asia.

The numbers validate this pivot. In 2025, ASUS’s enterprise division in Vietnam reported a staggering 87 per cent growth. This is a remarkable feat that actively defied the downward trend of the global PC market. Today, the company holds a 12 per cent market share in commercial PCs and 20 per cent in public education, bringing it within striking distance of the industry’s top three legacy leaders.

To close that gap and seize the crown, ASUS is executing a highly calculated blueprint. Kenny Chen, Director of ASUS Vietnam’s Commercial Division, outlines a strategy built on three core pillars designed to transform the company from a traditional hardware vendor into a holistic digital transformation partner.

The first pillar is customer-centric problem solving. Instead of merely pushing the latest tech gimmicks, ASUS reverse-engineers its product development based on real-world business pain points. The overarching philosophy is that market success stems from practical solutions, not just processing power.

The second one is precision timing. The end of Windows 10 support is triggering a massive, global device-refresh supercycle. By aligning this corporate upgrade wave with the dawn of "AI PCs", ASUS is deploying its fleet precisely when enterprises are financially and operationally ready to modernize.

Last but not least is a holistic ecosystem approach. Recognizing that hardware alone is no longer a competitive moat, ASUS aims to embed itself into the enterprise ecosystem via robust management solutions, seamless services, and strategic partnerships.

The newly unveiled ExpertBook Ultra serves as the ultimate manifestation of this new corporate ethos. Designed as the brand's most premium business laptop, it aims to redefine enterprise standards across four critical dimensions.

Built to endure, the ExpertBook line exceeds US MIL-STD-810H military standards and survives 157 grueling internal tests mimicking real-world Vietnamese environmental conditions, from temperature shocks to transit drops. This extreme durability directly lowers a company's total cost of ownership by minimizing downtime and IT maintenance.

Forged from aerospace-grade alloy, the ExpertBook Ultra weighs a mere 0.99kg without sacrificing structural integrity, offering highly customizable configurations for different enterprise departments.

In an era where data is a company’s most valuable asset, ASUS employs multi-layered defenses, including TPM 2.0, NIST SP-800-193 compliance, biometric authentication, and a physical webcam shield.

ASUS’s B2B ambitions extend far beyond silicon and metal. The company is actively building a specialized service ecosystem through its ASUS business support plus package. This enterprise-grade tier includes nationwide on-site warranties, international maintenance across more than 90 countries, and a defective drive retention service to ensure absolute data sovereignty for corporate clients

Furthermore, the strategy is designed to be highly inclusive. While aggressively courting multinational corporations, ASUS is acutely aware that startups and SMEs make up roughly 98 per cent of Vietnam’s business landscape. An expansive network of dealers and ASUS Exclusive Stores ensures these smaller players have equal, democratized access to the ExpertBook ecosystem.

Rounding out the corporate strategy is a stringent commitment to ESG (environmental, social, and governance). Anticipating the rigorous environmental compliance demanded by global corporations, ASUS is accelerating investments in carbon-neutral products and heavily increasing the use of recycled materials.