Eee PC maker Asus goes gadget

It made a splash with the Eee PC. Now Asus, once known chiefly as a components maker, is looking to make the leap to consumer gadget maker.

One of the largest manufacturers of motherboards for two decades, albeit it a largely unsung one, the Taiwanese company finds itself smack in the middle of a transition from components maker to serious contender in PCs and accessories. Asus (pronounced “ah-soos”) is attempting to establish itself as a brand name worldwide while making new forays into software and design.

Asus Eee PC

The original Eee PC, launched in 2007.

(Credit: Erica Ogg/CNET)

In addition to creating a new line of consumer products like TVs, VoIP phones, e-readers, and streaming Web video gadgets, the company’s leadership has its sights squarely set on being the third-largest notebook manufacturer in the world by 2012, while remaining the world’s largest supplier of motherboards. While it sounds somewhat ambitious for a company known more for nuts and bolts, there’s precedent: Fellow Taiwanese company Acer was in a very similar position a few years back and was able to transition from microchip maker to one of the largest laptop producers in the world.

Could Asus could be another Acer in the making?

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