Asus Denies HP Zenfone Discontinuation Rumors

KOMPAS.com – Asus has denied the news that the Zenfone line of smartphones has been discontinued. The Taiwanese manufacturer said it will continue to introduce Zenfone series phones in the future.

“In the future, we will continue our mobile phone business through two smartphone lines, namely ROG Phone and Zenfone,” Asus explained in a statement.

“In this way, we ensure that the rumors circulating about the Zenfone mobile phone business, such as the termination of the Zenfone line, are not true,” Asus added.

In addition, Asus has also stated that it will continue to release its latest smartphone, namely the Asus Zenfone 10.

However, they did not mention how long the production of this mobile phone will continue. They also didn’t say if the Zenfone 10 will have a successor or not.

Read also: Will the HP Asus Zenfone series be discontinued?

But what’s clear is that Asus has said that it’s taking the smartphone business very seriously at the moment.

This means that Asus-branded mobile phones will continue to revitalize the global mobile phone market for the foreseeable future.

“Look forward to our latest products (smartphones) in 2024,” Asus concluded.

Rumors of Zenfone phone business shutting down

Earlier it was reported that Asus is ending the Zenfone line of smartphones as a result of the company’s restructuring.

This news comes from Taiwanese media reports TechNews. The latest news, citing a number of industry sources, states that the Zenfone 10 is the latest Asus Zenfone mobile phone.

It is reported that Asus took this step as a result of the restructuring of the company.

Initially, the restructuring practice only applied to Asus employees in the PC division. But then, an internal letter from Asus indicated that the mobile phone division was also undergoing an overhaul.

TechNews also reported that due to this revision, the division that specifically designed Zenfone phones will later be stopped or removed.

Employees who previously worked at Zenfone will be transferred to other divisions or to the ROG Phone team.

See also: This is how the gaming phone Asus ROG Phone 7 looks from different angles

plan pcompany structuring

As for the restructuring of the company, this has actually been announced since June 2023. Then Asus announced the restructuring of the company after the loss that the company recorded in the first quarter of 2023.

Asus co-CEO Samson Hu said that these efforts will not result in mass layoffs, but only a small number of positions. The reason is that Asus still requires a lot of manpower.

However, in July last year, Asus laid off staff in the PC department. Recently, a source inside the company also said that Asus is going to lay off a significant number of commercial departments.

Layoffs will affect employees in positions ranging from engineers to the purchasing department, up to 50 percent. The round of layoffs at Asus will reportedly continue over the next few months.

Although the news of layoffs and the number of employees affected by the layoffs cannot be confirmed, one thing can be confirmed for now: Asus will continue to introduce Zenfone series mobile phones along with ROG Phone in the future.

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