Asus, a company better known for PC components than smartphones, has just caused quite a ripple in the market by launching the brand new ZenFone Max Pro M1 (Review) in direct competition with the Redmi Note 5 Pro (Review). However, unlike Xiaomi which has had a few years to build its reputation in India, Asus is starting from a relatively blank slate in the smartphone space. We now know all about the device's specifications and performance, having spent enough time with it to review it in depth. We also know that Asus has partnered with Flipkart for ZenFone Max Pro M1 sales and logistics, and that the two companies are targeting a huge chunk of the Indian market.
What we didn't know until just before the launch is that this device is the result of a pretty massive shakeup inside the company; an effort that began over six months ago. Will the low price of the new ZenFone Max Pro M1 be enough to delight customers, and will the high-profile partnership with Flipkart help the company leap to the top of the Indian marketshare charts? Gadgets 360 met up with Asus CEO, Jerry Shen; COO, Jerry Tsao; India Regional Head, Leon Yu; and Mobile Product Division Director, Dinesh Sharma on the eve of the device's launch, to ask them these questions and more.
ZenFone Max Pro M1 is made for India
When we last heard from the company at MWC 2018, CEO Jerry Shen had spoken to Gadgets 360 under a non-disclosure agreement about the top-end ZenFone 5z and ZenFone 5 (First Impressions), as well as the mid-range ZenFone 5 Lite and ZenFone Max M1, which we now know will not be launched in India. Why the change, we asked, and at what point did Asus decide to develop products like the ZenFone Max Pro M1 exclusively for India?