Insider Spotlight
At its 2026 Asia-Pacific Partner Summit in Sydney, the company gathered more than 215 channel and ecosystem partners under the theme “EVOLVE,” using the platform to outline how closer cooperation will underpin its next phase of growth.
Why it matters
ASUS is reframing partnership from transactional distribution to long-term co-creation. The company sees tighter alignment with partners as essential to navigating market volatility, accelerating innovation, and delivering more consistent customer experiences across the region.
What’s driving the shift
ASUS executives emphasized that market complexity, from supply constraints to rapid technology shifts, requires stronger coordination between vendor and partners rather than isolated execution.
Peter Chang, APAC general manager for ASUS consumer business, described “EVOLVE” as a clear signal of this strategic direction.
He said in a press statement, “Amid current market complexities, together with our partners we are committed to aligning our digital transformation goals with a strong omnichannel strategy. This approach enables us to actively navigate challenges and create a marketplace where innovation directly contributes to customer excellence and long-term regional resilience.”
How collaboration shows up in practice
The company outlined several focus areas where deeper collaboration is expected to translate into execution:
Omnichannel alignment ASUS is prioritizing closer coordination between online and offline channels, aiming to create a seamless customer journey while giving partners clearer roles in a unified go-to-market approach.
Shared digital transformation Rather than pushing tools unilaterally, ASUS plans to empower partners with resources that support agility, data-driven decision-making, and faster response to shifting demand.
AI as a joint value play While AI PCs are still early in adoption, ASUS framed AI as a shared opportunity with partners, focused less on hardware specifications and more on building intuitive, user-centric experiences that deliver practical benefits.
Managing constraints together
ASUS acknowledged ongoing pressures such as price increases and supply limitations, positioning collaboration as the mechanism for developing flexible solutions across price points and customer segments.
The local angle
In the Philippines, ASUS linked its strong market position to sustained partner relationships. The company said its 2025 performance was driven by closer channel engagement and modernized retail support, with 2026 focused on further portfolio expansion and stronger partner reinforcements.
“Our performance in 2025 is a testament to our strong relationship with our partners,” said Harrison Cheng, ASUS Philippines business development manager. “As we move into the new year, we remain committed to supporting our stakeholders through our complete lineup of products and stronger retail strategies.”
The bottom line
ASUS is betting that deeper collaboration, not just product innovation, will be the differentiator that sustains growth and resilience across Asia-Pacific as market conditions continue to evolve. —Vanessa Hidalgo | Ed: Corrie S. Narisma
