ASUS has started taking pre-orders for the Zenfone 10 in the US. However, according to Taiwanese media, this smartphone will be the last in the Zenfone lineup. The Taiwanese company is restructuring its business and discontinuing the production of this series of smartphones.
According to sources, ASUS is conducting a global restructuring. In particular, the number of employees in the department responsible for the production of personal computers in Taiwan and China has decreased. Internal company documents revealed plans to transfer many of them to the mobile divisions, including the Zenfone and ROG Phone directions. However, it is now reported that many of the workers have been made redundant rather than transferred.
This decision is due to the fact that ASUS decided to stop developing the Zenfone line. An insider familiar with the situation said:ASUS mobile devices are traditionally divided into the ROG and Zenfone series. However, the Zenfone 10 will be the last of this series and the Zenfone team will either be integrated into other departments or merged into the ROG team.“. ASUS has not yet officially commented on this information.
The Zenfone range hasn’t made such a strong impact on the Android smartphone market since 2014, especially in the US. However, the latest models, in particular the Zenfone 9 and 10, are distinguished by good autonomy, high-quality software and a compact display – it is really difficult to find a small Android smartphone these days.
For ASUS, the restructuring could be a new stage in the development of other promising business areas and adjustment to current market trends.