Exit Of Celeb Seeking Couple See Asus Restructure In OZ
Asus Australia is set to be restructured after poor sales and the sudden departure of celebrity seeking couple Ted Chen and Carmen Li the husband and wife management team who went through five PR companies in five years.
During the past four years Asus Australia has seen their share of the Australia notebook market boom and then crash, sales of their EEE netbooks saw the company capture marketshare away from competitors like Acer and Lenovo as well as brands like HP and Toshiba.
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12 months ago sales started to plummet as the consumer’s love affair with the netbook, a product that Asus had pioneered, evaporated in favour of tablet like PCs and the Apple iPad.
ChannelNews has been told that Asus management in Taiwan is currently looking to recruit new senior management in Australia.
Calls to Asus Australia yesterday, were not being answered with a recorded message claiming that due to unexpected delays callers had to leave a message. However, the phone cut out before a message could be left.
Calls to other numbers are not being answered. Calls to the main switchboard see consumers placed in a loop message system where the only choice is service related.
In March, Ted Chen, the Managing Director of Asus, and his marketing manager wife, Carmen Li, quit the company suddenly and are now believed to be back in Taiwan.
The couple were were known as tyrants among PR professionals and staff are believed to have had a falling out with Asus management in Taiwan.
No announcements of a replacement have been made.
Insiders who have contacted ChannelNews claim that ASUS in Taiwan were not happy with marketing decisions made by Carmen Li, who managed to hire and dump five PR companies in four years. Questions have also been raised about marketing expenditure and expenses incurred by Carmen Li.
Keen to curry favour with celebrities and TV stations, Li invested in a mix of marketing activities including TV, Billboards and radio in an effort to build the brand, but this came to nothing with the couple suddenly departing the company in March.
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Recently Spectrum Communications was appointed to handle PR marketing in Australia. Among the products introduced by them are a 3D monitor and a Bang & Olufsen all in one PC.
Currently all marketing is being handled from a product manager level according to sources with the company working on building sales via mass retailers and their distributors.