South Africa, seen by many international technology companies as the gateway to other African nations, is often used as a springboard to open more markets. And it would appear that Taiwanese manufacturer ASUS is on the same track – it recently restructured its office to suit the local market and will also use SA as an entry point into the SADC region.

“ASUS South Africa will be the base of operations for the SADC regions we will serve as the go-between with HQ in Taiwan, we will basically be like an information hub, dealing with the day-to-day operations,” country manager Jeff Kuo told

Recently appointed Kuo admitted that before, operations in South Africa could have been handled better, which is why the company actively went on a drive to change its focus, train different staff and plot a growth path.

“ASUS has been in South Africa for several years, however the focus was not on growth in the past but merely on geographic presence. However in 2013, head office in Taiwan has put a strong focus on growth in South Africa and has reorganised the local team accordingly.”

But while the tech firm has now restructured its South African plans with a better vision and workforce, there is still one area in particular on which it would like to focus its efforts – gaming machines.

ASUS launched the Republic of Gamers (ROG) brand in 2006 as a way to deliver and promote “innovative hardcore hardware for truly dedicated gamers.” And while the brand has been fairly popular globally, it’s not doing so well in South Africa.


“Not as successful as what we would have liked. We really did not have the correct staff compliment to drive the ROG brand like we would have wanted to, we feel that we have all the correct people in place now to move forward with the brand and make a real success of it.”

As for where ASUS sees the South African market going in the next five years, Kuo said that “as the IT infrastructure in South Africa increases so would the consumers’ confidence in technology increase.”

He also added that ASUS is focusing on getting the right partners on board as well as employing the correct staff to drive its service strategy.

Charlie started his professional life as a motoring journalist for a community newspaper in Mpumalanga, Charlie explored different journalistic angles since his entry into the fast-paced world of publishing in 2006. While fostering a passion for the arts, Charlie developed a love for technology – both which allowed him to serve as Entertainment and Technology Editor for an online publication. Charlie has since been heavily involved in consumer technology for various websites and publications. He thoroughly enjoys World War II films and cerebral documentaries; aviation; photography and indie music. Oh yes, and he also has a rather strange obsession with collecting coffee mugs from his travels.